Marketers of Technology
00:08:39 · Andres Figuera, Jason Alafgani
[00:08:39] S1: Understood, understood. And now Jason, talking about more of, for example, demand generation, how are you being able to get companies to get to know Caddi, understand what you guys provide and really know the service you're offering so that they understand that they might need you guys so that you can really make their lives so much easier. [00:08:58] S0: Yeah, I think the kind of the nature of our demand, especially in the AI space evolves every three months because like the thing that everyone is thinking adapts so often. So we remember, you know, a year ago, people in law weren't sure about AI. And they were like, you know, we're gonna take one bet on AI, and it's gonna be, you know, the biggest AI tool in in law is something called Harvey. And back then it was like, do we do this? Do we not? But then quick things quickly changed. And then it's like, okay, we're all going to do AI. Why aren't you doing more of it? And then sort of the current zeitgeist is like, we've done a lot of AI. Where is the ROI? So every one of these eras has like a different value prop and pain that we have to resonate with. So we have to adapt and make sure that our solution and our vision kind of stays the same, but how we present it to people and the pains that we position towards kind of change as the market evolves. [00:09:55] S1: And what channels have worked best for you when trying to pinpoint those pain spots that people may have, or that the companies they don't know that you can help them with? Like what has been what works the best for you?
00:09:55 · Andres Figuera, Jason Alafgani
[00:09:55] S1: And what channels have worked best for you when trying to pinpoint those pain spots that people may have, or that the companies they don't know that you can help them with? Like what has been what works the best for you? [00:10:07] S0: So far the best channels have been events, outbound, and SEO web for inbound. So sort of a inbound, outbound, and a little bit of events, which I guess is in a way outbound. But then you have a booth, it's kind of like inbound. But, yeah, those three would probably be the best. [00:10:26] S1: I can't imagine why events would be like a really good sweet spot for you to obtain clients and people to actually get to know and trust you guys because the nature of the industry, I feel it's very orthodox in a certain manner or very traditional. So you gotta go and shake people's hands, look them in the eye and say like, hey, we're here to help you and this is how we can help, but not just a regular email, think, would do it.
00:10:26 · Andres Figuera, Jason Alafgani
[00:10:26] S1: I can't imagine why events would be like a really good sweet spot for you to obtain clients and people to actually get to know and trust you guys because the nature of the industry, I feel it's very orthodox in a certain manner or very traditional. So you gotta go and shake people's hands, look them in the eye and say like, hey, we're here to help you and this is how we can help, but not just a regular email, think, would do it. [00:10:48] S0: Totally. And I think with with AI, I mean, as we're like kind of what we're talking about, if it gets easier and easier to do things, then competition is going to keep doing these things. And as a result, you have to differentiate yourself. And, you know, if everyone can send the right email, you know, worded person... You know, people love to say personalized email, even though, like, AI is sending tens of thousands of these personalized emails. But doing the things that others can't do or others won't do is certainly always critical. And events is one of those things where you can only fit so many people into a conference at once. [00:11:24] S1: Oh yeah, I imagine. And now that you mentioned that, like when you said the word competition, that reminded me of something else that I wanted to ask, and that is, do you feel that you guys are in a very saturated market? Like, do you have to compete with many companies that are also offering the same thing to these law firms and wealth management funds?
00:11:24 · Andres Figuera, Jason Alafgani
[00:11:24] S1: Oh yeah, I imagine. And now that you mentioned that, like when you said the word competition, that reminded me of something else that I wanted to ask, and that is, do you feel that you guys are in a very saturated market? Like, do you have to compete with many companies that are also offering the same thing to these law firms and wealth management funds? [00:11:40] S0: I think initially, initially I would say no. I think, we are sort of a novel approach. And I've heard this metaphor be used before for startups, and that's that everyone is flying like a little Cessna plane and they're going to wherever their destination is. And the odds of you hitting another Cessna plane going into a similar space is tiny, right? There's so much airspace. But the hard part is now with AI, everyone can build everything. And as a result, a lot of players that would have been in their own space and would have stuck to that space and been focused on that space are now being pushed by their investors, their boards, their leaders to be more AI and do more things. So what's funny is it's almost like there's less competition from, We don't feel there's competition from other startups per se, but there are... There is competition with other players in the market that are like just in that same space and are looking to expand their, you know, product portfolio to new things.
00:11:40 · Jason Alafgani, Andres Figuera
[00:11:40] S0: I think initially, initially I would say no. I think, we are sort of a novel approach. And I've heard this metaphor be used before for startups, and that's that everyone is flying like a little Cessna plane and they're going to wherever their destination is. And the odds of you hitting another Cessna plane going into a similar space is tiny, right? There's so much airspace. But the hard part is now with AI, everyone can build everything. And as a result, a lot of players that would have been in their own space and would have stuck to that space and been focused on that space are now being pushed by their investors, their boards, their leaders to be more AI and do more things. So what's funny is it's almost like there's less competition from, We don't feel there's competition from other startups per se, but there are... There is competition with other players in the market that are like just in that same space and are looking to expand their, you know, product portfolio to new things. [00:12:32] S1: Okay. And how do you make sure you place yourself as an authority in the market and have and make sure that you come like that you're first in mind whenever a potential client is thinking about using a service like yours?
00:12:32 · Andres Figuera, Jason Alafgani
[00:12:32] S1: Okay. And how do you make sure you place yourself as an authority in the market and have and make sure that you come like that you're first in mind whenever a potential client is thinking about using a service like yours? [00:12:44] S0: It's just get it, I think there's there's not like a silver bullet, it's just sort of a constant effort of getting people interested, getting them down the funnel, getting them into conversations. And once people are in conversations and they can ask questions of you, that's when they can really start to see the nuances of different platforms, right? Everyone can build everything, but they choose to build everything differently. But then you start to like, people will start to understand the differences in vision and things like that. But just from like a website perspective, it's very hard. And you know, everyone says AI and you know, someone reads, you know, a buyer reads 10 websites, all kinds of different things, but to them it all feels kind of the same. They're not like, you know, people themselves are not like AI. We don't like have perfect recall of every single word and every single token, right? So, yeah, you hear, like, people... I I I... In my own head, I don't know where I learned this rule of thumb. It's like people remember 30% of what they see, of what they read. So you kinda just have to hope that they remember the right 30% enough to hop on a call.