Marketers of Technology
00:13:30 · Thalía Diedrick, Andres Figuera
[00:13:30] S0: Yes. This is part of that second piece. Like if just with AI, like human connection and what people think and believe about you as a person and as a brand and as a company, that's what really is going to matter because there's everyone's going to be able to write a decent email. [00:13:49] S1: No. And that's why I'm also feeling like, even when you mentioned it, thought leadership is getting to be so popular even more now because with AI, anybody can write a report with just facts. And you can say anything that everybody knows because AI knows it all. But when you have an opinion or you have something that you want to give back to the community, that's when it really starts to hold a lot of value and when people really start to engage with what you do. [00:14:14] S0: Yeah, exactly. I think like one of the differentiators for State of Work, like we're not just aggregating a bunch of different articles that perplexity scraped for us. We are serving thousands of professionals, real people who are telling us what they want, what they want out of the dental offices they work for, what they want out of the industry, what they want out of legislative bodies. And we're trying to take that, distill it into real action, you know.
00:14:14 · Thalía Diedrick, Andres Figuera
[00:14:14] S0: Yeah, exactly. I think like one of the differentiators for State of Work, like we're not just aggregating a bunch of different articles that perplexity scraped for us. We are serving thousands of professionals, real people who are telling us what they want, what they want out of the dental offices they work for, what they want out of the industry, what they want out of legislative bodies. And we're trying to take that, distill it into real action, you know. [00:14:46] S1: I totally see the logic behind what you're doing and why you're doing it and not specifically because I've spoken to other people by the way that you're you're saying it. And Thalía, another question I do have is when doing this, like, I know you have your pillars like brand and distribution, but what are the channels that work best for you when you're doing marketing for GoTu?
00:15:09 · Thalía Diedrick
[00:15:09] S0: So for us, State of Work is really one major program that we run, but it isn't one of our major demand or early gen channels. We're doing a ton of paid media, that's part of our DNA as well. And I'd say it's good marketing, right? It's good digital marketing, but really leaning into the lifecycle marketing piece and having a really robust lifecycle motion. We have over 300 workflows over that include a lot of emails, like five emails per workflow, five text messages per workflow. They're curated based on location, based on specific nuances. Now with AI, it allows us to even personalize them at a deeper level, depending on some of the variables that we have access to. Of course, AO and GEO is a growing motion for us. We're actually finding some good success there. We're noticing that zero click and all of that discourse, we're noticing we're seeing that as well in our, like, traditional SEO metrics. So, we're working really diligently to optimize for that. We have some strategies that have been really useful for us, including like reverse engineering cited content when we're looking at queries that we feel like are relevant to us. Traditional web traffic content marketing is big for us as well. We have a strong foothold in our space for relevant keywords, I'd say, and we've worked really hard on maintaining that. And then partnerships. So, we have a lot of really amazing partners that we've worked with that are really kind to us. We do a lot of cross branded and co branded motions that have been great for us. And then we really focus on demand gen and also once we have people in our ecosystem, really curating the experience of content that we're serving to them, customer gifting, even direct mail sometimes, depending on what makes sense.
00:17:20 · Andres Figuera, Thalía Diedrick
[00:17:20] S1: I love it. So you have all the bases covered from what I understood, which is so cool. And, Thalía, a question I did have in the back of my mind that I hadn't asked yet is, do you only offer GoTu services with dental offices and dental professionals in The United States? Or can you also use GoTu in other countries or in other regions? [00:17:40] S0: So right now, we're only in The US, but that is very subject to change, of course. It's our co founders are always looking for opportunities to make a larger impact. And I think that easily could be by going international, or even theoretically in other verticals. So not... Nothing is guaranteed, of course, but, you know [00:18:03] S1: Okay. So these might be teasers, not necessarily spoilers, but things are coming and are in the works then. Amazing. And, Thalía, I'm noticing we're almost out of time, but I have one more question for you. And that is, as the CMO at GoTu, what would you like to say you were able to accomplish by the end of two thousand twenty six?
00:18:03 · Andres Figuera, Thalía Diedrick
[00:18:03] S1: Okay. So these might be teasers, not necessarily spoilers, but things are coming and are in the works then. Amazing. And, Thalía, I'm noticing we're almost out of time, but I have one more question for you. And that is, as the CMO at GoTu, what would you like to say you were able to accomplish by the end of two thousand twenty six? [00:18:24] S0: For 2026, I think one of the things that I'd like to look back at and what I am really what I'm feeling really proud of now is beating some of the statistics that I'm seeing with institutionalizing AI and failure of AI prototypes. We've done a really good job here at GoTu and specifically with my team in operationalizing some of the innovation that's going on across the team horizontally. So, someone like my director of advocacy and community, who doesn't even really like to open our CRM, is able to build a platform in Lovable and have it go through a process where it's being audited by our security team, or it's being reinforced by our tech team and being deployed into production. So, we don't have just a ton of half baked AI builds that nine out of 10 of I read the statistic, like nine out of 10 of prototypes aren't making it to production. We are leveraging this technology to have real impact in our org.
00:18:24 · Thalía Diedrick, Andres Figuera
[00:18:24] S0: For 2026, I think one of the things that I'd like to look back at and what I am really what I'm feeling really proud of now is beating some of the statistics that I'm seeing with institutionalizing AI and failure of AI prototypes. We've done a really good job here at GoTu and specifically with my team in operationalizing some of the innovation that's going on across the team horizontally. So, someone like my director of advocacy and community, who doesn't even really like to open our CRM, is able to build a platform in Lovable and have it go through a process where it's being audited by our security team, or it's being reinforced by our tech team and being deployed into production. So, we don't have just a ton of half baked AI builds that nine out of 10 of I read the statistic, like nine out of 10 of prototypes aren't making it to production. We are leveraging this technology to have real impact in our org. [00:19:29] S1: Okay. So the department stopped being so siloed and everything starts flowing a lot more seamlessly between teams and that is what's allowing for the actual to optimize and to be more efficient and to grow. I love that. Okay. So, that is something that is already happening and that you just want to maintain towards the end of this year.