Marketers of Technology
00:05:45 · Andres Figuera, Travis Cameron
[00:05:45] S1: Wow, man. That is so cool. And like, it really is then like templates that you provide so that they can tweak them, but know that it's really in their best interest the way that these have been created. So therefore, companies don't have to fear that there's some, what's it called, any wording between the lines that they have to worry about. [00:06:02] S0: Exactly. And that's even like a risk with AI now, right? As you think of, hey, AI can write contracts, will interpret that differently and people will interpret that differently. So you don't have the, hey, this contract has been adjudicated on software that we have going for it. So editing, creating custom templates, creating legal playbooks, and now we have our own AI that is built off of our language and our data that helps our users. [00:06:26] S1: Okay. Nice. And Travis, in terms of also then, I feel it's a very, what's it called? Kind of like regulated and since it's legal documents, it's a bit more complicated. Do you only offer this service in North America or do you offer this worldwide? Correct.
00:06:26 · Andres Figuera, Travis Cameron
[00:06:26] S1: Okay. Nice. And Travis, in terms of also then, I feel it's a very, what's it called? Kind of like regulated and since it's legal documents, it's a bit more complicated. Do you only offer this service in North America or do you offer this worldwide? Correct. [00:06:42] S0: Yeah. Right now we are US only. And that's a lot of it just because as you said, you have that legal regulation, you have the legal language that you've written in that is specific to US law. And then you add on the complexity of like, there is then state based law that's a little bit different. So we even have documents that are specific to Florida versus Texas versus New York, because for us, you not only have the federal law, but you have state law that pertains to a lot of these as well and different ways in which building is required in The US by state that you have to account for. [00:07:15] S1: Okay. Understood. Understood. And now when marketing and generating demand for this service or this product per se, do you have an issue? Like, do you need to educate potential customers? Do they know who you guys are and do they seek you out? Like, how is that looking for you guys?
00:07:15 · Andres Figuera, Travis Cameron
[00:07:15] S1: Okay. Understood. Understood. And now when marketing and generating demand for this service or this product per se, do you have an issue? Like, do you need to educate potential customers? Do they know who you guys are and do they seek you out? Like, how is that looking for you guys? [00:07:30] S0: Yeah, that's a great question. You know, I think we benefit again from the age of our company and the fact that we were built, by the architect community that a lot of people get trained on us coming through school. Right. And so architects actually will have courses on us. General contractors were part of the GC exam in certain states. For Florida example, they get tested on some of our documents. And so that education piece is almost built into what we do. We do need to foster it and get better. But then there is the expansion, right? We all talk about as marketers, like what's cross sell? Cross sell for us oftentimes is you might know that core agreement, that owner architect agreement or contractor owner agreement or the contractor sub agreement. But it's this library of 300 documents that we really need to educate people on because that's really where a lot of the reduction in risk comes from, is using the entire kind of contract library together and using things like, hey, you want to make sure that the contract you do with an owner is similar to the one that you hold with the sub and that you have no gaps between it. So that's a large education element for us.
00:07:30 · Travis Cameron, Andres Figuera
[00:07:30] S0: Yeah, that's a great question. You know, I think we benefit again from the age of our company and the fact that we were built, by the architect community that a lot of people get trained on us coming through school. Right. And so architects actually will have courses on us. General contractors were part of the GC exam in certain states. For Florida example, they get tested on some of our documents. And so that education piece is almost built into what we do. We do need to foster it and get better. But then there is the expansion, right? We all talk about as marketers, like what's cross sell? Cross sell for us oftentimes is you might know that core agreement, that owner architect agreement or contractor owner agreement or the contractor sub agreement. But it's this library of 300 documents that we really need to educate people on because that's really where a lot of the reduction in risk comes from, is using the entire kind of contract library together and using things like, hey, you want to make sure that the contract you do with an owner is similar to the one that you hold with the sub and that you have no gaps between it. So that's a large education element for us. [00:08:38] S1: Okay. And what channels are working best for you when you come to the need of educating your clients?
00:08:38 · Andres Figuera, Travis Cameron
[00:08:38] S1: Okay. And what channels are working best for you when you come to the need of educating your clients? [00:08:43] S0: Yeah, it's going to be largely digital, right? As probably comes as no surprise. So we are fairly traditional in that a lot of Google search engine marketing, a lot of display, but it's really different by ICP. So we might find, hey, there's more architects and more owners and lawyers that exist on LinkedIn. Our subcontractors, you're going to find them a lot more through like Instagram and TikTok. General contractors will be in between. And then lately we've had a lot of success using Connected TV, believe it or not, where we were using Vibe today. And that's actually performing really well for us of getting in front of the right audience and the amount of view through conversion that we're seeing from it. [00:09:25] S1: Okay. And also when I think about AI, how are you using AI internally to help you out with everything you do regarding marketing?
00:09:25 · Andres Figuera, Travis Cameron
[00:09:25] S1: Okay. And also when I think about AI, how are you using AI internally to help you out with everything you do regarding marketing? [00:09:35] S0: Yeah, great question. So there's, there's a few, what I would call like my AI helpers that I personally have. So maybe I'll start there and then kind of go to some of them that the team uses. And so a few things that we've kind said is, Hey, you know, we're a team of about eight with a few external contractors that help us. We do not have like a project manager on the team. And so one of the things that we built to help us in that is what we call kind of our little PM agent. They sit on-site on all of our calls, they track all of our Slack and team conversations. And at the end of the day, they then look through and say, tasks are missing from Asana that somebody might have asked for, somebody might have signed, might have been the output of one of these calls. And it will actually go through and it'll create in our right project boards, all those additional tasks. So nothing gets dropped. Then each morning that same project management bot sends out basically your daily digest of things that you need to do, things that you're behind on. Where do we have gaps that are preventing projects from moving forward? And so that's kind of one unique thing that is different than your like editor bots or persona bots that maybe a lot of people talk about that says we don't necessarily need a headcount for that because we've helped create some of these, these bots to help and support us just from a, from a PMO perspective.