Marketers of Technology
00:11:46 · Andres Figuera, Thalía Diedrick
[00:11:46] S1: No. And I love how you're mentioning that this is like with the workforce report and how you're helping out the dental industry per se in that. You're allowing them and showcasing something that they need without specifically highlighting your product, which places you in a situation of doing a service to the industry that then places GoTu as an authority because you are being able to really create this trust by doing a nice deed. I think that's just amazing when hearing you speak about it. And, Thalía, you also mentioned that when you started at GoTu, you were about a team of 13. Is that correct? Yes. And how about now? How is your team looking now when you're the CMO? [00:12:27] S0: So other than myself, we're a team of three. So, three plus What? And we're quite larger. We're significantly larger as a company. Our growth and marketing contribution has increased dramatically as well to revenue, to new business. It's really it's been amazing. And, well, I'd say like one efficiency. Efficiency was key, optimizing was key, but we are AI evangelists. My entire I consider us a native an AI native team. It's part of our DNA and it's part of even our problem solving motion.
00:12:27 · Thalía Diedrick, Andres Figuera
[00:12:27] S0: So other than myself, we're a team of three. So, three plus What? And we're quite larger. We're significantly larger as a company. Our growth and marketing contribution has increased dramatically as well to revenue, to new business. It's really it's been amazing. And, well, I'd say like one efficiency. Efficiency was key, optimizing was key, but we are AI evangelists. My entire I consider us a native an AI native team. It's part of our DNA and it's part of even our problem solving motion. [00:13:06] S1: I can only imagine and that is the way it needs to be nowadays just because AI is embedded into everything that is going on now. It's getting even a little bit annoying because I can't stop just reading something and feeling like I'm being bombarded by AI slob or somebody that's doing something with AI. It's like, when am I gonna finally speak with a person? And that's why I'm so glad to be hosting these shows because this is the little humanity that is left still. [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.
00:13:30 · 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?