Marketers of Technology
00:08:45 · Malte Landwehr, Andres Figuera
[00:08:45] S0: So what we are offering is global. We also support countries around the world. As long as we get a proxy server there, or actually multiple, we can offer it. Our main customer segment is in The United States. That's our biggest market. And then Europe is our second biggest market. We also focus our marketing efforts on The US and Europe, but we also we have customers from all continents. We have a few customers in Australia, in Singapore, Japan, South Korea, from all over the world. But we are not super active in our marketing outside of The US and Europe. And since our headquarters in Berlin, of course, we had a bit of a Germany bias, especially at the beginning, so it's still our second biggest market. [00:09:28] S1: Understood, understood. And Malte, when it comes to product and even marketing as well, how do you determine what features you need to change or you need to fix? Or if you want to open up something new, how do you test that out? And what metrics do you value to see if it's working or not?
00:09:44 · Malte Landwehr
[00:09:44] S0: Yeah, so how we know what to try? Talking to customers. Or also talking to people who did a trial and then didn't convert. Both product managers and members of the growth team spend a lot of time talking to customers, understanding what they want. All of these meetings are transcribed and notes are taken, and those are put in a shared Notion database. We actually built some Claude skills around this so that everybody has a very easy time finding customers to talk to, reaching out to them, getting a briefing before the meeting, having the meeting and putting the notes in there. And then we often see common themes that people want and then we react to it. We are also big on product analytics. So we see, we appear using PostHog and with that, we also see where's the product breaking, where people may be breaking off in the signup flow. And for example, our signup process, we iterated over it multiple times and have seen massive uplifts in conversion rate and then also in trial to paid conversion rates just by making sure people are enabled earlier and in a more automated fashion while using the software. Maybe an important context is we are doing both the PLG motion and the SalesLed motion. And the majority of our clients comes in via the PLG motion. So they sign up themselves. They go through a seven day trial. At the end of the day they either convert or not. But of course, our larger clients that pay us a 6 figure sum per year, they usually come in via our sales motion.
00:11:20 · Andres Figuera
[00:11:20] S1: And a question I do have, Malte, but I feel this is the essence of the business, but I wanna understand a bit better, but I know if you can't tell us any secrets, how are you able to get then brands to appear more in AI searches? Is that something you can tell us more about?
00:11:36 · Malte Landwehr
[00:11:36] S0: Yes, gladly. I mean, what do we do specifically? We define together with them a set of prompts. And then every single day we simulate a human opening something like ChatGPT or gemini.google.com in their browser, typing in that prompt, getting the answer, looking at the sources, identifying the brands and these answers. It all goes back into the software. So step one is you have a reporting, you know where are you appearing, where are you not appearing, and what source are the LLMs using. Then we also download all of these sources and check, is your brand mentioned in the source? Are your competitors mentioned in the source? And then the most easy thing we can give you is we can tell you, hey, these are content pieces that your competitors published that the LLMs are constantly citing. Please consider publishing something similar if you believe it fits to your brand. And we don't just do this for your website, we also do this for LinkedIn, Instagram, Reddit, like anything we can find. We also tell you, hey, there are these third party sources where your competitors are mentioned and the LLMs are citing it and you are not mentioned. So that can be maybe you are missing the G2 profile page, or maybe all of your competitors have an interview on Forbes and you didn't have one. And we make you aware of that. Or maybe there's a listicle from Zapier where you would fit in perfectly, but you are not listed. All of this information we give you. And then we also go one step deeper and recommend to you how to rewrite your existing content. Because when LLMs download your website to maybe use it as a source, they don't take the whole document. They take chunks of texts and score each of them and only use those one or multiple of those chunks. So if you have a paragraph where it says, because of the above mentioned reason for these types of users, the third solution is the best. If you take that out of content, this actually just contained zero information. So then we would recommend to you, hey, maybe reformulate this. Please write it in a self contained manner. Please specifically mention the entities you are talking about.
00:13:46 · Malte Landwehr
So you could, for example, say based on reviews on Reddit and G2, Peec AI is the best software to track your LLM visibility globally because they support Naver AI briefing, or however it's pronounced in China, DeepSeek in China, Qwen in China, full stop. So if an LLM takes this out of context, it still contains all of the information. It is written in a declarative, authoritative manner. So it's not saying, oh, maybe this could be the best solution. It also gives a reasoning. It's just a random statement like this is the best, but it actually gives reasons why it's considered the best. And it also has verifiable facts because an LLM that is doing some level of reasoning can then do a search and check, oh, does Peec AI actually support Quen in China? Does Peec AI actually support DeepSeek in China? And then it can hopefully find information on the internet that this is true. Because one big thing with influencing LLMs is they are almost always doing a web search or a grounding process or rack, however you wanna call this, and they pull in sources and they are looking for consensus. If five sources say the same thing, the LLMs are very sure that this is true. If only one source claims something that none of the other sources can back up, it's much, much less likely to make it into the final answer.
00:15:06 · Andres Figuera
[00:15:06] S1: Okay. I understand a lot better now. And Malte, then from my understanding, during the customer's journey here, you provide the reporting, you let them know what they should change, but you don't go in there and change it for them. You just provide the recommendations, and then they decide if they want to follow that or not.