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Marketing AI CEO Chats Welcomes Harish Kumar of CrawlQ

Marketing AI CEO Chats Welcomes Harish Kumar of CrawlQ

Aug 22, 2022

AIContentGen Chats with Harish Kumar, Founder of CrawlQ

Transcript of the podcast:

Scott (00:11): Hello, this is Scott Sweeney, and welcome to AI content CEO chats. Today we have Harish Kumar, founder, and CEO of CrawlQ and he’s joining us to talk about how their company is solving content teams content design issues. And this is my co-founder John Cass. 

John: Hi. Thanks Scott. Hi Harish. Thanks for joining us today.

Harish (00:39): Hi, thanks Scott and John having me here. It’s pleasure to speak to you and happy to answer your questions.

Scott (00:48): Fantastic. It’s great to have you. Thank you. So I, you know, I was, I actually curious, I know there’s an actor named Harish Kumar, are you any relation?

Harish (01:01): Well,  to be honest there are more Harish Kumar than you can imagine. <Laugh> so I’m one of them, but I’m not an actor and I’m not going to perform today. Like Harish <laugh>. I will be staying true to myself.

Scott (01:17): <Laugh> perfect. Great. Excellent. Well, I wanted to clear that up before anyone asks that question. So let’s jump right into our, some of our questions. Tell us about yourself Harish and your AI journey.

Harish (01:36): Thank you. So myself Harish I have more than 18 years of experience in the industry with data machine learning. And mostly my background is product design engineer. I think my AI journey started last in four or five years. And it was mostly because of my background with the product design engineering. I have been leading product teams in different complex environments from Ernst & Young, you know, EY, who’s a consulting company, and then big banks and be small or big. The most important roadblock that I faced in my profession was the silos between product silos, marketing and silos between sales teams. So when I started to explore this problem, the problem was deeper than you can think because none of these teams, even when I started within a marketing or within the product team they were not speaking in the same language and the root cause analysis that I did myself was that they were not clear enough on who is their target audience.

Harish (03:00): Mm-Hmm <affirmative>, they are up there going on, who, who is their audience, and that that’s the fundamental cushion that was kind of lacking. And I started thinking, okay, if we can create a common language across sales, marketing, and product, and then I realized this need to happen within marketing, within sales, within product development, because silos are everywhere. Silos are not only between these three arms but also within. And the problem was not only with the big organization, but the problem was also with the smaller companies, even a startup, even if I one person CEO, he’s thinking in a different sales marketing and product development, the three minds are working in silos and that’s a fundamental problem for many of startup failures, business failures in big organizations, projects are not delivered on time in, in budget many repercussions are happening. So I think that’s an interesting investigation that I started and underlying mechanism that I started because my background was not marketing or sales because I come from product design.

Harish (04:13): So I started thinking in terms of customers. So CustomerCentric centric approach, like what pain points my customer have. And I started applying this idea of jobs to be done by customers, understanding their pain points. Then obviously once you start talking in broader terms, then you see there are different concepts, like people are saying, I have, I know what is my ICP, ideal customer profile. Someone tells me, I know who is my target audience. Someone, someone is saying to me, I know what is my audience persona? And then someone says, okay, buyer persona. So everyone within marketing sales or product are talking in different terminology, even who is their target audience and the definitions around it. So the framework that I put around crawl queue is that you start with a broader niche within a niche. You go to sub niche and you go to micro niche and you apply jobs to be done framework to narrow down your micro niche.

Harish (05:20): And then within the context of MicroAge, I identify an ideal customer profile and I call it based on demographics. So roles, age, income, location, those kind of demographic factors, D remind within the micro niche, your ICP, then this is one set, right? The demographics mine, one set, and it is ICP. And that determines to whom you are going after. So for the sales team, for the product team, it’s very clear that we are going to this geography. These are the people with the experience. This is a group that we can study more or understand more. So you have a clear approach to whom we are going after, but that doesn’t solve the problem still. So you still need a lot of people, which are not only your ideal customer profile but also the people who are going to amplify the impact. Right?

Harish (06:21): So then I call another person and call audience persona. So audience person is more based on semantics, like the topics of interest it’s is, is more related what kind of authority or topics. And that includes everyone being an influencer in that field. So for example let’s take an example, like there, there are many people who are influencing CMO as a role, right? CMO is the role. And there are many people who are influencing and they, there are thought leader on the topics pinpoint of CS, right? So then this is audience persona. So now there is an intersection between audience persona and the ICP, your ideal customer profile. So based on demographics and based on semantics and the intersection, I call it buyer person. And that buyer person is dependent on the psychographic factors. So going into deeper into problems, desires, and outcome.

Harish (07:22): So to start with, I want to correct here that crawl queues, not an AI writing tool is a research tool is a personal building tool that starts with ICP. It helps you to do we get clear your audience persona then intersection it defines the buyer persona. And this is the buyer that you develop your customer journey from the top of the funnel, middle of the funnel, and bottom of the funnel. And once you are up with the research, the tool automatically also helps you to create content, which is highly to a stage of the, of the bio personnel are in the top of the funnel, middle of the funnel, or bottom of the funnel. I started this company in 2019. When I started, it was a very high level template with an Excel template, Google sheet with trying to ask a lot of ion with the people.

Harish (08:17): And I started working with five clients. So everything that you’ve to see in CrawlQ is created from scratch as in framework, as in a combination of different ideas from job to be done, then a background from product design engineer and try to address the needs of marketing and sales as well into it. So it’s, it, it, it was a framework. It evolved into a research tool. And then I applied artificial intelligence, NLP GPD three, and all the data that I could pull from Google, Reddi, and other sources to get the right information and to create a very structured research output that also feed dynamically to the content creation. So that’s, that’s how the whole part, and of course, it was a bit longer, but you can ask me for more specifications.

Scott (09:14):  Well, what I find interesting Harry is that point that you started at the beginning where you’re talking about those different silos and there’s no conversation amongst each of the different departments. And so that focus on the research is, is both hopefully to solve that problem across the different departments, and then also have a single mechanism for communicating within those departments as well. So that’s really the focus isn’t it, which is, the research? And then you do the the actual content creation. So I, I would suspect that most of the clients that are coming to you, you know, when they look at the software, they’re looking at the AI content. So how does that, how do you meld that in what the software does between the research and the content creation, you know, what are the outputs like how does that actually produce for the clients?

Harish (10:10): Sure. So of course I applied this software for myself also, and I tried to find my buyer persona. And it was not an easy one because you see the AI content writing as a niche has evolved, and there are many players in this niche, and it was very difficult initially to differentiate, but when they start and they come and they see a completely different way to create or understand how the content should be created. And obviously it created a filter mechanism. And also I did a lot of rework on how I wanted to target my audience. So my current focus is on brand strategist and content strategist, because those are the people who are linking pin between product team sales team and marketing team. They’re creating kind of overlays on these silos, right? These, are the people who are responsible for brand strategy, and that’s where my current focus and target is where to solve the problems of the brand strategies.

Harish (11:16): And slowly, of course, SA founders, accelerators people who are validating their business ideas or coming up with the new business ideas tool can be highly useful, but I’m very conscious of how I open up my niche and also how I market it. So my current focus right now is on the brand strategies, and I cannot, of course I created segments, but most of my customers, they are staying or working longer with me are either content strategies or business consultant or agencies who are serving multiple crimes, both for research purpose, and also for content creation.

Scott (12:04): And what, what do you think is the strength of the product with the clients that you’re, you’re, you’re, you know, you’re working with those brand strategists, what do you think is the strength for them?

Harish (12:14): The core strength of the crawl queue is the ability to pin down a specific micro niche. And the moment they realize this they open up the main differentiating value of CrawlQ, because most of the other options that are available in the market produce very generic content. Why, because most of them start with either a topic or keyboard and artificial intelligence right now is a limitation because it’s probability best model. So if you, if you give any kind of input, which is generic, then there is a more room for this massive neural network to go in tangential direction. So people are okay, they want to get their time cut or short shortened, to write something. And many people are good enough when something is generic. They’re good is when good enough is good enough for them.

Harish (13:15): But when they come to crawl queue it’s eye opener for them that how crawl queue can zoom in to a specific micro niche or a specific marketing or sales angle, and then take them through a very unique content. So it’s, it’s like it’s some upfront work that needs to be initiated because not only the keywords that you input, but more inputs about your business problem desire. And also there’s a lot of automation from the, where we were one and a half year back. And now, so you only need to supply maybe two or three inputs, and then it creates a person or ideal person for you. And obviously, you are going to humanize those inputs and rework on those inputs to make it your business specific. And once you do that, the, the results are outstanding. They’re clearly diff different from what you can get from any other alternatives, for example,

Scott (14:13): That’s great. Harry said your approach is very different than almost any of the companies that we’ve seen. I don’t see someone else starting with persona and go to a micro niche, tell us how that helps a content designer or a brand manager in terms of working with research or briefing or the actual writing optimization of content expansion, etcetera.

Harish (14:47): Right? So when, when you zoom into a kind of a team structure where brand manager is responsible for producing content streamlining the different silos, marketing sales, and product, and also I think most of the brand managers in CMO CMOs are also responsible for creating a ecosystem where they can pull all the available data and technology resources together. What I observed most of the time is there is a mad address to get more and more tools, but nobody’s brainstorming like how to get best out of that, right? The available technology. So right now we are in the face where there is hype, but as, as people settle down, we are still going back to the fundamentals. And the fundamental here is to understand the pinpoint of your audience, the old method to do this was surveys, questionnaires, focus, and group studies, but these methods are hard to scale.

Harish (15:50): And also when people try to implement those methods they’re prone to biases of how you design those discussions. So most of the teams currently, they’re not aware that we can shortcut this process by using some, smart AI tools like roll queue, right? But the moment they start working on it, they can realize that how it can collect short their time. Now, in terms of organizing the team, I would say that you would be hiring agencies or expensive market research, or you will be reverse engineering this customer problem from the mass amount of data from Google analytics, from everywhere. But in my approach, you are still back to the basics. You’re trying to understand this one particular customer you’re making a hypothesis about this. And you are validating that hypothesis by creating content. So you have a research team, you, one person who’s going to do the research.

Harish (16:44): You have three or four people who are going to create content. They are rapidly going to they’re rapidly going to create content and validate the actual signals that come from customers from reviews, from their interaction at the customer support desk, and from the emails from internal systems that they have created. And then, the more they can give feedback, look back to crawl queue in the research, the person who’s doing research or responsible for research, they can speed this process faster and create more ROI because they a don’t, they don’t have to hire expensive research marketing agencies or to market research agencies, which is by the very, very expensive you see to collect that kind of consumer insights and data on that level is, is a very difficult job and very expensive job. So they don’t need to hire those people.

Harish (17:36): They can work with CrawlQ, but someone who is a domain expert in that area is needed to validate those inputs and also to validate the market feedback. Once you have that function sorted out, right then rest is very automated because you can hire as many as virtual assistant. They don’t need to think about again and again, who is their neat micro niche or ideal persona. Everything is set to preset as a, as, as research. So you can create multiple preset or research. You can clone them, you can AB test them. You can apply different marketing angles to the different stages of the customer journey. So I, I think it’ll be great cost reduction because they can consolidate this research function into one person, and then they can scale the process of content creation by hiring virtual assistant, which need not to reinvent the wheel, but they just follow the, the, the research that is already there. And there is an internal AI within crawl queue, which take care of your research and the content creation. So there’s a linking pain, I call it Athena. So every time you can train Athena is almost like your virtual AI assistant, which makes sure that all the research that is done by Athena herself based on your initial input are also connected to the output. And she’s writing intelligently on all the information that is there and validated by your team.

Scott (19:03): So is there some metrics and dashboard that your customers receive that they’re able to review and maybe provide human input in terms of the waiting of the importance of the data that’s coming back in?

Harish (19:22): Sure. So right now we, we are still developing other metrics, but mm-hmm, <affirmative> the most important KPI right now is every content that you produce from crawl queue, you get in a score, how much it is semantically related and co with your initial audience research. And there are some parameters, of course you can play around, but the, the, the better the score, I mean, if score is a hundred percent, then you are almost repeating your research in your content, right? And the score is zero. That means your content doesn’t make sense with your with your initial research, but the content is good enough. Let’s say 75. And about then I call it. You are getting just from your Fred I, well, Fred, your audience is a thousand audience. So, Fred, Fred is a person who is, who has peers. He wants results. He has desires. And if your score is more than 75, then you are going to get definite definite just from, from your Fred, this how we play around with single metric right now. And that’s my goal, also not to create multiple metric and confuse user, but play around with one single metric and if necessary, try to create additional signals, which form the computation or explanation of this single metric. So I still want to drive a single metric in terms of ensuring that what you create as an output is very consistent and streamlined with your audience persona.

Scott (21:02): Excellent. Good. Thank you for that explanation. It’s very unique and I think it has a lot of value for the target audiences that you’re talking about. I have one question that I like to ask because it usually spurs some really great thought and ideas. And it’s this, what’s one thing that most PE people believe is true about AI content generation, which you don’t agree with whatsoever. You think it’s false,

Harish (21:37): Right? Right. most people who use AI, content writers, believe that AI can write unique content or create unique information, which I don’t think is true because all AI models are trained on an existing set of information. So unless you heavily I intervene with this process or humanize your input. You cannot create unique content because if you start with one topic, whatever you feed into it, it cannot generate unique content because it is already trained on a vast amount of internet data. So regardless of this perception, people are happy what content they get, but they are just diluting the value on the internet because there’s already such a content existing there. And that’s where this neural network has learned this. So my approach to this is to really break at every point of entry your data into this neural network, where you’re calling this machine big machine to inject your interventions, and more, you do more possible that you get an outcome, which is unique.

Scott (22:56): That makes absolute sense. You, you’re still including the, the human in that element. So, well, thank you. Thank you so much for joining us, Harry. You know, we really appreciate you joining us on the AI marketing CEO chats podcast today.

Harish (23:15): It’s my pleasure to talk to you, both of you

Scott (23:19): And thank you to the audience for supporting us, and we’ll see you the next time.

Scott (23:24): Take care,

 

 

 

 

 

Marketing AI CEO Chats with Jeff Coyle of MarketMuse

Marketing AI CEO Chats with Jeff Coyle of MarketMuse

Aug 16, 2022

Let’s chat AI Marketing. Welcome, Jeff Coyle of MarketMuse!

Transcript of Marketing AI CEO Chat with Jeff Coyle of MarketMuse.

Scott: Good morning. This is Scott Sweeney and I’m with my co-founder John CA welcome to the AIContentGen video blog. And today we’re talking to AI content generation companies. And today we have Jeff Coyle with us from MarketMuse. He’s the co-founder and chief strategy officer of MarketMuse. Welcome, Jeff.

Jeff: Oh, thanks. I look forward to our discussion today and also really your shirt and the logo.

Scott: Hey, thanks a lot. Awesome. You know as you probably know both myself and John are background in a long time in marketing, so we’ve bootstrapped a lot of what we do and we created this logo. I love it ourselves. So, yeah, so it’s a lot of fun. Thanks for mentioning that.  Jeff, we wanna start out by just finding out a little bit about yourself and your background. You wanna tell us a little bit about yourself?

Jeff: Yeah, sure. So I have been in the content strategy lead gen search space for now 24 years. I went to Georgia Tech for computer science, my background’s in computer science with a specialization in usability. So usability theory. And I also worked on some of the earliest search engine information retrieval work during my time there. Wow. I worked at a company called knowledge storm from 2000 to 2007. We were one of the first people who were selling leads to software companies. So we were convincing IBMs and Dells of the world to have content on their sites. Wow. Where they weren’t even, you know, they were like digitizing, like scanning brochures was like a big stretch. Right. But how did we generate leads with that? How do we market across the buyer journey when nobody even were thinking about that?

Jeff: So we were selling millions of leads you know, a month to software companies. And I managed in-house and I was a product manager for them. We were acquired in 2007 by tech target who may be familiar with the major business to business technology and certain niche B to C publishers who sold leads to solve our companies primarily. And then also has now become a data company where I led their in-house team from search content, traffic, anything that was people going to a website and then turning into something good was you know, managed by my team there. When I left there to go work at a private equity firm, right before that time I met my now co-founder AKI who had built the earliest technology for tech for market news. And it was technology that really focused on natural language processing and topic modeling.

Jeff: And it was focused on really telling the story about what it means to be an expert on a concept. And that was something that I had been looking for for a very long time. And it worked and it cut a, you know, 40-hour process down to four minutes. And this was now over seven years ago. When I went and had, when I left tech target few, few months into another gig, I AKI reached out and said he was really gonna take this to market and wondered if I wanted to be, a late co-founder of market news. And then the rest is history jumped right off that cliff landed and bounced a few times. And now we have, you know kind of a, we created the market for content optimization and now our continuing to create for the content strategy and content intelligence markets that kind of don’t still exist.

Scott: Wow. Yeah. Thanks so much. Well, that’s quite a background. You know I, I could tell you some stories about myself in the pre-internet days, even too. Yeah. <Laugh>

Jeff: You can still find some of that stuff if you look hard enough

Scott: Doing it for a real long time. Absolutely. That’s great. What’s one thing I found doing a little research on your background, Jeff, is that you actually are a brewer and have a tap room.

Jeff): Ah, yes. <Laugh> so, yeah, I’m the co-founder of a silver bluff brewing company. It’s a microbrewery based in south Georgia in Brunswick, Georgia, the golden ISS. So I’m the co-founder and did all the branding identity work. And I am, don’t spend a huge amount of my actual physical time because when you’re, you know, a SAS company eats up the majority, however, yeah. The business runs really well. We have an amazing team there. US Open 2020 silver medal winners. So we’re not just fooling around in the garage. We’ve got, a pretty significant organization and operation going there with a really talented team.

Scott: So that’s great.

Jeff: I love, I love beer and brew and it’s, it’s, it’s amazing, my it’s, it’s 95% sanitation and 5% everything else. If you’ve ever known anyone, who’s a brother, if you don’t like to clean, you should just stick to drinking. That’s what I say. <Laugh>

Scott: <Laugh>, that’s great. Super actually, it’s kind of interesting. I just ordered a keg for a very large family party this Saturday for my father-in-law’s turning 90 and oh, wow. Yeah,

Jeff: What was it? You’re in, you’re in Northeast. So it’s gotta be

Scott: Yeah, yeah. What kinda beer?

Jeff: Yeah. Right. I gotta ask

Scott: Ganett of course. All right,

Jeff: Cool. I actually was in a call that’s fun, fun aside tangent. I was on a call early on in fundraising for market use live. And we were at the venture capital firm or private equity firm. I forget who had been the major investor in NA GSET when they reached up. No kidding.

Scott: Oh,

Jeff: So yeah. And there, if you go look it up, I don’t remember exactly who they were, but you look up VC NA against it. It probably is like 2014, the 16 timeframes they actually had funding from someone who also funds SA companies, which is just super unique.

Scott: That’s crazy. I actually met the CFO on Cape Cod just going into a beer store on the way to, you know, going into where we go for the summer. And he just started telling me about it and I have a son, in Rhode Island. So they’ve, they’ve done a great rebrand, really excited about

Jeff: That. Huge, huge rebrand. Yeah. It’s good standard around water.

Scott: So let’s get into this you know, MarketMuse. You’ve been, you guys are, you know, probably old timers in this industry now, right? Oh yeah. And so we have like questions. John, do you wanna kick off question number one for Jeff, or I can

John: Absolutely. Absolutely. So so what, what exactly does the software do?

Jeff: Great question. So we work with the entire content life cycle. So we’re able to analyze a topic basically and say whether it, what does it mean to be an expert on that topic? Right. And so then we apply that to all the most common workflows that content teams, content strategists, and GMs and editor inchi editors in chief, but also SEOs run into in their life. Right. And we don’t want them doing them manually. So we’re able to look at a page and say where it maybe has gaps from a lens of quality and comprehensiveness. It’s not exhibiting signals of expertise and give insights on how to improve an existing page, or if you haven’t begun authoring a page we have the ability to create a content brief. But it’s not just a report which a lot of the industry has kind of evolved.

Jeff: And, you know, when we first launched our initial content brief, there, there was no content briefs in as software in the market. Now there are 50 different things calling it 50 different briefs. Right. so one thing I always tell folks is to look at what is that brief, how customized is, is it just a report that some other people are using it’s like inside the application, or is it a brief we’re able to give you a way to build your own briefs that are customized. We’ll also help you build them using our customization, we have custom forms. You can do a managed brief or even more specific customization. We have solutions that analyze the competitive landscape for a particular term from a lens of quality, who’s got great high-quality content that doesn’t also have keyword ideation solutions built-in questions, analysis, internal and external linking recommendations.

Jeff: And then our premium offering analyzes an entire site and understands where it has strengths, weaknesses, and competitive differentiation. So that’s where, you know, the important decisions are made. A lot of folks want to jump to the end and get content, but maybe they shouldn’t even have created it in the first place. Or it’s not gonna have an impact, even if it’s the best page ever. I like to say this one a lot, but cuz I have a visual layout. It is always near me as I can go write the best brand new iPhone review and I can go throw it on John CAEs, blog.com and it could be the best thing in the world. It’s not gonna impact my business at all. Right. I go throw the same review on CNET and it’s gonna own, and it’s not just because of links it’s because I have exhibited expertise.

Jeff: I have exhibited topic authority, which we represent as breadth and depth of coverage, quality of coverage, comprehensiveness exhibition on particular intents that I have written about reviews. I’ve written about phones, I’ve written about electronics, so I deserve it. Right. a lot of those folks are really writing whatever, not semantically related to anything I’ve ever done. And the expectation is that one page on a PA on a topic is enough to get it done and it’s not reality. So we’re the only in-market solution for content intelligence and strategy that tells teams how much content they should create on topics. How hard’s it gonna be? So it effectively gives you know, a business a real predictive return on investment and predictive expectations of what that investment should be in the first place. So I need to go write 50 articles about you know, promotional tap handles in order to own that topic.

Jeff: Right? Well, am I willing to invest in that or not? Right. Those are the types of questions that a lot of teams don’t even know to ask. Because the industry is this industry from a writing perspective is very much run by the mass writing and SEO user profile. But the real tough decision-making is made by the GMs, by the editors in chief who have to decide what they’re gonna invest in in the first place. And that’s where briefs are critical, cuz they create that source of truth. So the GM says, I need an article about the best phone conductive headphones, right? They don’t just say that to a writer and that’s it. If they do that, first of all, the writer’s gonna be completely inefficient. They’re gonna go, okay, well maybe I can use this G B T three thing over here and then they send something back and the GM’s like, that’s not what I wanted. Right. And that feedback loop is devastating to teams. So our goal as a business is to improve your hit rate on picking what to write, to know how much to write, and also improve the communications between decision-makers, writers, and SEOs. That’s where the real loss the unknown losses happen in our space. And that’s what we’re looking to. So

John: I remember going to the basement of the Arlington public library a couple of years ago and seeing ake speak about you know, his new tool and which, which was sort of focused on the topical SEO stuff at the time. And it was kind of interesting cuz I’ve been working in SEO for 20 years or so. You know, I was with port interactive with Ian Laurie on, on the west coast. Right. That

Jeff: Very

John: Well mm-hmm <affirmative> and I think what struck me is the time was that it was edging towards how Google was changing. But I, I think a big factor of that is, you know, you talk about content strategists or content designers it’s what do you need to write about? I mean, I, I think that’s what we’re getting at here with some of these new tools that the AI content generation industry is providing like yourselves, right? Is helping the companies to understand what you need to write about, right?

Jeff: Yep. Well, no, you’ve nailed it. And, and it’s really, it’s, that’s the evolution. I think that the next phase of evolution for this market is people getting to the decision, making processes and kind of getting out of the this ground swell or the excitement about kind of cheating or <laugh> gaming a system. It’s just, that it’s not a path to longevity. And that has always been the case, but the SEO world, as you know, you’ve been in this space you know right, you know, around probably injured it right around the same time is, is it cycles, it cycles with new technology will come out, then it breaks into how can we use it to game the system then it’s, how can we build real sustainable workflows for business? And then new technology will come out and that same happens.

Jeff: And we have just seen this all happen with product content over the past few years with the Amazon affiliate boom and massive investments in that. And then you’ve seen, you know, at the end of last year, the crash from product reviews, update where if you aren’t actually reviewing the products and you, you write a review for it, we go and get ya. Right. and then you see, you’re going to see that again, there’s a huge ground swell in generated content. That’s not checked and then you’re gonna see police of that ensemble approaches to detection and ensemble approaches to detection are already in place in house in various shapes and forms. And you’re gonna see what the impact of that is. And you know, it’s gonna be tough when people are using outsource writing professionals who are using these types of technologies, who knows what’s gonna happen.

Jeff: Right. but that’s, so the ebb and flow aren’t unusual here. So in my, in my situation, you know, with market use, we’re looking at the entire content life cycle, all the decisions that get made each one can either be manual or have some automation or some artificial intelligence, automation components to increase performance and efficiency and impacting each stage has always been our focus. And if we can improve your hit rate on what, what you said, John decision making, I like to think of it when we were talking about baseball and, and batting average, and then also slugging percentage, right? So if more of your content you publish or the content you touch is successful, whatever success means to you, let’s say you’re the, and the average team that we profile is about 10% efficient, right? So one article out of 10 does what they expect it to. That’s terrible. That’s why content teams are you know, considered to be like some sort of voodoo, right? Let’s say that’s 30, 40% efficient. Right. And that changes everything for that team. That’s huge. I mean, that changed everything for that team.

Scott: Right. Jeff, you mentioned something that tickled my ears as because as a former CMO and also, you know just, I consult with many different companies on business in general, they’re looking for ROI and you said predictive ROI. Can you just expand on that a little bit more?

Jeff: Yeah, sure. I can give, you know, piles of examples, but the core value of market use is predictive ROI for content. So being able to say how much content needs to be created on a topic to either maintain or grow your presence and your authority on a concept gives you the basic infrastructure to be able to ask for budget and answer the question. Why, why for content, instead of just saying nothing relates to data, I mean, which is most of the case, or you’re fighting rankings, or you’re doing tail wagging the dog, you know, justification where you’re like I am to update this page and had words to it. Right. Well, what if that won’t have that impact, right? How much content do we need to create? How much competitive advantage have all the other aspects of the CMOs efforts your efforts impacted our business?

Jeff: That’s the branding, the identity, the off-page factors, links, and just the power of the site. Right? And so having all those things distilled into a topic, specific metrics can tell us information, like I just described it can say, okay, well, I mean, here’s a great example, a B2B technology company that work with I use this example a lot but has two product lines and they want to grow leads 30% to each product line. Okay. Well, a typical B2B technology company, what happens, you get 50,000, you’ll get 50,000, but that’s not the reality of content. And that’s where businesses do it wrong. And so what market use can say is, well, to grow 30% in this one, the segment’s gonna cost you eight times as much as the other one, cuz you don’t have an existing competitive advantage. So you gotta write 150 articles on this and update 80. Well, for this one, you only have to create 30, right? So measuring and managing and predicting return on investment for content changes the way that CMOs both reports define and then justify their investments. So I know for example, what the content item that Steve jet, my head content strategist should write next on our blog. It’s gonna have the biggest impact on our business. And having that knowledge is the ultimate power for content teams.

Scott: Great. Thanks. Yep. That sounds that’s, that’s pretty exciting. Mm-Hmm <affirmative> so I think you gave us a really good overview. I mean it’s very comprehensive. Is there one main focus that your company really what’s does a sweet spot for, for market news?

Jeff: Yeah, I think it’s it. Well, it’s role dependent is key and that’s really tough. That’s why it’s tough to sell into this world of content and strategy and SEO and and, and writers is what a writer loves. Isn’t what the CMO loves. All right. So you see all these products that you’ve profiled with this visualization at, you know, visualizations that you do. And I love those, but you can’t sell the same product to the CMO as you do to the writer. They’re just, they’re not looking for the same stuff. Right? so from my perspective, I like to think of the aha moments with market muse for each role. And so if I’m a writer I’m writing and by the way, if you want your writers to write what don’t, you want them to build great narratives, you want them to build and focus on production value.

Jeff: What don’t you want writers to do keyword research <laugh> you don’t want your writers necessarily worrying about SEO. You want the data they have at their disposal to naturally yield and optimize page. That’s where a brief comes in. That’s where data about competitive data. How can I differentiate my page? So those that drive against in our case debriefs and the applications are really built for writers. The SEO’s aha moment is all the stuff you do manually. I used to do it manually. I have lots of tears to cry. And so when an SEO sees a 10-hour workflow getting knocked down to a minute, that’s their moment. And that’s really where the page-level optimization goes from a strategist or editor’s perspective. The aha moment for us is that personalized metric for difficulty. How hard is it gonna be for us to grow on this topic? What pages should I update? So they can give direction that’s back to data, not just backed with subjectivity. So where we focus, we’re focused on decision-makers, cuz they got the budgets <laugh> and then we’re focused on providing a great writing and SEO experience. Terrific. Mm-hmm <affirmative> good.

John: So, Jeff you know, how do you support the client’s content design team’s approach in, in some of those areas for the, you know, the content strategy approach, you’ve talked a little, you talked a lot about research and ideas and also about the briefing. I don’t know if you’ve anything else to add there, but what about perhaps writing optimization expansion metrics, some of those other factors in the, in the whole process?

Jeff: So those the kind of, well, we have an on-demand basically per me, an on-demand content inventory or topic inventory or keyword inventory that gives you all these decision-making capabilities, you can create content plans based on any slice and dice filter data, data point. So I can say, for example, you know, what are the five pages that I should update on my site? Or maybe the five pages from this section of my site that are gonna have the biggest impact on performance. I can turn that into either a content brief for each one or I can actually go do the work myself and doing the work myself inside the applications would be analyzing the page. How can I optimize it, analyzing the competitive landscape? What’s the haves and have nots of all my competitors here. Where should I add internal links? So it’s those manual workflows.

Jeff: All those can get also distilled in a brief, which can be sent to a writer in house or external. And those are really where our core areas are. We’ve been in and out of the generation market. And we are considering what are ways that we can do that more appropriately for our real market, which is the kind of business decision makers where generation has to be woven into a workflow to as almost an assistant, not a replacement because that is the future. And that’s our hypothesis is the future is how can natural language processing and generation components be woven into the entire workflow so that it is the ultimate you know, writer’s block defender, it’s the ultimate kind of ideation component, but it’s not focused on draft development.

Scott: Got it

John: Great, great. Super. So Jeff, this has been great. It’s been wonderful to have the opportunity to learn a bit more about the company and ask you some questions, and see your success in brewing, 

Scott: Which Is excellent. You happen to have a tap handle handy. Oh boy, of your brews

Jeff: I do, here we go. This is my Mexican Lager, this is our flagship. And that was bluff.

Scott: And you buy that at your beer garden. Is that right? 

Jeff: Just, you can get that in the beer garden or the tap room cool, right. About to have our second anniversary open on July 1st. So it’s yeah. Awesome. It’s a cool, cool project is definitely a passion project. And one that is, is super special. Mark amuse is doing some amazing things as well. And I think, you know, to be able to take kind of the two things that I’ve the most passion for and turn them into businesses has been a fun part of my life.

Scot: Congratulations. That’s awesome. I have one final question for you. And it’s one that I love to ask people. It’s it’s what’s one thing about AI content generation that most people believe is true, but you think is not

Jeff: All right. Good question. One thing would be that God, I have so many things but, one thing is that there are methodologies of the past that involved copying competitors, right? Or aggregation or stitching of competitive information in a generation. And those, there’s still a perception that one can rush to the end of the content process and actually get a draft and edit it more efficiently, more efficiently, all in than doing it with a repeatable process. That is still the myth, the myth of. And I’ve got this thing that is now going to add efficiency without having thought through the process. I’ve seen it work so few times in practice that it, grinds my gears and I wish for folks to really do the analysis for themselves, if they are using any sort of software, any sort of generation, do the analysis of understanding how much content do we create, how much time did we actually touch it, how much resource the true cost of content is one. And then the true cost of an effective page of content is two. So the biggest myth I have is how much content actually costs.

Scott: Great. Thank you. I appreciate that. Very, very insightful.

John: Well, thank you, Jeff. We really appreciate you joining us today. And thanks for joining us on the AI content video podcast, and also thank you to the audience for supporting us. We’ll see you next time.

Scott: Great. Pleasure. See you take care. Yeah.

 

 

Marketing AI CEO Chats with GoCharlie AI Co-Founders Kostas Hatalis & Brennan Woodruff

Marketing AI CEO Chats with GoCharlie AI Co-Founders Kostas Hatalis & Brennan Woodruff

Aug 1, 2022

Let’s chat AI Marketing! Welcome, Kostas and Brennan of GoCharlie to our inaugural podcast!

Transcript of the CEO Chat

Scott (00:04): Hi, and welcome to the AIContentGen video podcast. And today we’re delighted to host Kostas,  the CEO of  GoCharlie, and also Brennan, the COO of GoCharlie. And we’re gonna be talking about how GoCharlie helps marketers get their work done. And so thanks for joining us. My name is Scott Sweeney. I’m one of the founders of AIContentGen.

John (00:33): And I’m John Cass, one of the co-founders of AIContentGen. Thanks so much, Scott. Well, it’s nice to see you, Kostas and Brennan. Perhaps we can start off by asking you to tell us about yourself and also your AI journey.

Kostas (00:50): Yeah. I’ll introduce myself and then Brennan. I think it’d be for him to introduce himself. I founded GoCharlie about a year ago, it’s our first birthday coming up soon. We founded coming outta my PhD, where I saw a massive opportunity that only a few short years ago, content generation of AI, whether it’s text now, images and audio and video was really considered science fix. And it’s still in the realm of academia and universities. And now we’re seeing, we’re starting to see the early days of this explosion and it’s only gonna pick up from here. So that was my main inspiration for starting the company.

Brennan (01:39): Yeah. So Brennan Woodruff here, I’m COO co-founder of GoCharlie.ai. My AI journey was, a little bit different than Kostas who’s obviously had a decade worth of experience in the field, I personally joined SoftBank back in 2019 working on the vision funds because I wanted to learn more about artificial intelligence.  I saw that that’s where the world was going whether or not it be AI replacing humans or where I think we like to place is the enablement of human capabilities through artificial intelligence type technologies. What I found when I was at the vision funds is that there were a lot of different flavors of artificial intelligence but generative AI, I think has the potential to be the most transformative of any of the AI technologies I saw during my time there. And so when Kostas and team offered me the opportunity to jump aboard, it was a bit risky, but I wanted to take the plunge and learn as much as I could from some forefront thinkers in the space

Kostas (02:42): To mention our third co-founder could make the call. She’s she also has a PhD in AI and together we’re, we’re building our own technology from the ground up. So that’s one unique aspect about GoCharlie, is that unlike many of the other players in the space, especially for writing and for marketing it’s rare to find a company that’s developing their own technology, whereas instead of just plug and play from open AI or Google or IBM or existing technology is.

Scott (03:15): That’s really exciting. So does that mean that you don’t actually use any of the other technologies just your own AI?

Kostas (03:23): We do use some of the other technologies for three purposes. One is experimental to see if our AI meets or surpasses two for data augmentation, we do use, for instance, GPT-3 to help create data to train our own models. And we do also use a few other tools to augment our capabilities. Our plan by end of the year is to become a hundred percent self-sufficient. But that this, does take time. And as you guys may know that GPT-3, which we see as one of our competitors took a team of 30 PhDs years and I think 5 million to train. So we have a pretty big, you know mountain to climb.

Scott (04:14): Absolutely great. Well, that’s exciting to have a goal of being 100% your own AI by the end of the year. 

John (04:24): So next, what’s the what does the software do, perhaps you can explain that to the folks.

Kostas (04:32): This is where it gets really unique. We’re proud to say that we’re one of the first to be able to analyze images, to create content. So first off we’re a platform to help create digital marketing content, primarily co caps text. So sort of a co-writing tool for the time being we focused initially on social media posts and ads, and now we’re slowly expanding into almost every use case. And as I mentioned in the beginning, we pride ourselves in that we are trying to be the first to be multimodal, to incorporate other types of media into the content process. For instance, we can take an image and create an entire or, or post out of it. And one of the first ones to do that, we’re working on prototypes with video and with audio, and soon towards the end of the year, next year, we’re also doing the opposite, which is to go from text to an image. You guys have definitely heard of Dolly too, so there’s another mountain to climb there. And that’s definitely a unique obstacle in the sense that those are great artistic pictures, like paintings, but none of them are quite there yet for professional, like marketing purposes. Brennan, I think you definitely have a lot of ideas there. A lot of opinions there too.

Brennan (06:01): Yeah. Yeah. I mean, the way that we’ve approached generative AI is transformative technology. And while we see a bunch of competitors having success in purely the writing space, we think that that’s almost a disservice to the technologies capabilities. You, as you’ve seen with DALL·E 2  and a couple of other WebOs dream apps. There’s definitely an appetite for apps where you can go from text to an image. We also have seen a significant appetite for having a video and being able to turn that into text content. You know, we really want to make the starting point wherever the user is. So maybe the user has a photo or they have a video, but they have no idea what to say to optimize their content and engage their target audience. We want to be that bridge between the modalities with our AI. So we’re looking a little bit beyond writing, but we’re finding that that’s a good space to start out in because the learning there applies to so many different other mediums of media.

Scott (07:06): Great. Our next question is kind actually, you may have felt like you already answered it, but I’m gonna ask you anyway, is what’s the strength of your software

Kostas (07:19): And in its current state, I would say three main strengths first is that we’re trying to be driven by, our customers, our users, like building this in public, getting instant feedback. Again, we’re very small. We have several hundred users but we listen to every single one of them. And to that end, because we’re building a lot of this ourselves, we are going this multimodal aspect. So, and we hear a lot of, you know, demand, Hey, I want to use this image or this video and create content out of it. Another thing is it, blogs, Brennan and I were discussing the other day are like, Hey, can you take this blog and gimme 10, you know, tweets or, or Facebook posts out of this single blog? So that’s, our core strength is being able to innovate very fast with our own ideas and implement them from the ground up.

And the third is not to be that strength, but something I would say is that we try to be fun. And this is actually Brendan’s idea which I absolutely love this is that we have, for instance, these tones. So when you’re creating content on our platform, you can choose a tone and we’ve added some fun tones like a pirate, Brooklyn, and Shakespeare. And, when you start playing with ’em, they’re so incredibly fun and you can’t just help yourself, but giggle a little bit or just smile. So that’s a philosophy that we’re adapting is that when you’re using our tool so not just help you be more productive, but it should be fun to play with and just make you happy to use it.

John (08:57): Yeah, almost like the old Groupon model where they had that different style. That was the whole approach. Wasn’t it using a content style?

Brennan (09:07): definitely. And I think Kostas hit the nail on the head, you know, in a post-pandemic world where everyone’s experiencing burnout. We’re trying to introduce tools that make work feel as fun as playing with a puppy. So that’s, that’s GoCharlie. But we think some of those new tones are definitely a massive step towards that in making work feel like play.

John (09:29): So how do you support the client’s content design approach, you know perhaps in the areas of ideas and research briefing, actually writing the content, optimizing the content, you know, you talked about doing some of those extra things, even expansion metrics, you know, do you have how do you, how do you follow that content design teams sort of framework for how they do things?

Kostas (09:56): So, Brennan, you wanna talk about the customer aspect and I’ll talk more about the technical aspect next.

Brennan (10:01): Yeah, yeah, definitely. So John, I, I think you’re hitting the nail on the head, as you know, like when we think about a land and expand strategy, we’re, we’re starting to think about all right. Yeah. We’re generating the content, but, the creative process for humans and marketers and anyone that needs to create content really is like, you have to start from an idea. And so for some people that idea, we see more with like an influencer type customer. That idea is more life experience. It’s something that’s like really created this learning. They want to share with people to engage their audience in a more organic storytelling-driven way. For marketers, it seems to be a little bit more driven about like, what’s trending. So while it’s not there yet we actually have a hashtag and recommendations and trending functionality that’s being developed to really start you at that ideation point based on what’s performing what’s working well in your industry what topics are trending, which hashtags are trending that gets us a little bit more into that SEO space.

Brennan (11:03): So it’s still to be determined if we’ll grow that through partnerships or not. But then as we kind of go from ideation into that content creation piece, that piece, I feel like we’re completely addressing right now, but expanding the number of use use cases we go across then the next piece which I think is a huge differentiator for us is that we have content scoring. So content scoring too, if you’re unfamiliar is the ability to assess the content that we’ve created against the industry’s most engaging pieces of content that we’ve analyzed indexed, and fed through our models and really give you actionable insights as to how you can improve it. So not only are we giving you insights on how to improve and edit, but then if you think about the application of this in an enterprise setting that can, our content scoring can become part of your review process.

Brennan (11:52): So rather than living independently through a bunch of different emails, you just check the box that, Hey, you’ve scored an on GoCharlie’s content scoring. Therefore it’s good by me. And then the last piece obviously is, you know, publishing that content. And we’re, we’re happy to say that in the next month and a half, we’ll have the ability to post directly from GoCharlie into 10 different platforms that are most commonly used by our marketers that we’ve talked to. So that’s Facebook, Instagram, Twitter, YouTube TikTok. So we’re really trying to land and expand from just the content generation piece to a full sort of content creation platform methodology.

Kostas (12:31): Excellent.

Scott (12:32): That’s great. I, I have a question about that. How are customers doing with the scoring you know, one of the areas I’m always interested in being several businesses over the years is metrics? So is there a way to are there customer success stories or are there proof points on how that works?

Kostas (12:56): So still in the early days, we’re actually in the process of creating use cases now and hopefully band of the summer, we’ll be able to publish a few white papers on those use cases. Content scoring is, is becoming quite popular with our users. There’s still a lot for us to figure out what’s the best way to deliver it. We have quite a big UI. So we’re trying to take out an approach of optimizing for mobile, which we’re realizing almost all of our customers are on their mobiles. And that’s something none of our competitors are doing either is, okay, how can you deliver an immense amount of value on a much smaller screen? And we’re also seeing quite a bit of demand in addition to the quality of the writing is to what audiences will, you know, a content resonate with specific demographics, gender location, so forth.

Kostas (13:48): And part of our multimodality aspect is to analyze we’re building right now, the ability to analyze the content and tell you, okay, this is great for gen Z, or this is great for millennials, but also given an in image or video, okay, will this also appeal? So it’s more of a complete all-in-one packet analyzing quality than analyzing the appeal. And we’re in the process of seeking out a few partnerships with something data marketing companies to then start getting more performance statistics and say, okay, we can give you a quality score and audience score, but now let’s start predicting how many clicks, how many likes we will. We also start getting with your content especially as it gets mixed up with videos and images in different modalities, that’s something we’re also cooking up in our, in our MADLAB, <laugh>,

Scott (14:38): It’s exciting. So I think that leads us to our, our final question for today. And it’s one that I always find very insightful from business leaders, in general, is if there’s one thing that you believe that most people believe about AI content generation that most people think is true, but you actually take a contrarian view. You don’t think it’s actually that true.

Kostas (15:08): I’ll go last cause as a Ph.D. in AI, I have a lot of opinions about <laugh> the world is different than actually is.

Brennan (15:15): So just to make sure I, I understand the question correctly, Scott, you, you wanna know what the masses think about generating content with AI that we don’t necessarily think is true? Correct.

Brennan (15:27): Got it. I think that there is a large portion of folks that look at AI content generation as a spam tool. And they, you know, they’ve cherry-picked validation of that belief through some of the Google policies about AI content and, and rather than delving into, you know, the science behind that and what was actually said, they just believe the headlines for what they are and, you know, we don’t, we don’t really subscribe to that, that idea. We believe that there could be bad users in, in abusers of such technologies to create content that is spammy or that is trying to be manipulative. But, but we believe that the majority of users of an AI content generation tour are, are really trying to pursue just making their dreams come true, whether that’s, you know, creating content to help grow their business or creating content, to create awareness around a passion that they care about, or, or maybe even just helping their friend grow their business so that they can be sustainable in, in this economically wild world that we’re living in. So, so for us, we, I, I would say that we don’t really subscribe to the AI content generation being a spam tool. It’s more an enabler, of people’s personal pursuits. And, and that’s how we choose to view AI is just, we’re enabling, what’s already there. We’re just giving you a way to unlock it.

Kostas (17:01): And I also add, cause that comes with two fears is one, AI is gonna spam you, but also AI may replace you. And that’s another belief we don’t have is that it, our whole philosophy is that it’s gonna augment your life, make your life easier, the same way that Photoshop 20 years ago made designers’ life easier instead of just doing things by hand. And that’s how we see AI. Maybe in 10, or 20 years, it’ll start replacing jobs, but we’re nowhere near there. And to be honest, we don’t wanna be in the business of replacing people’s jobs either. We wanna make them as productive and as fun as possible, really that that’s our whole core mission at GoCharlie.

Scott (17:43): I love the comparison to Photoshop and yeah. And especially for your application, I, I think that’s a really good analogy and you know, who knows what kind of jobs are gonna be around 10 to 20 years from now. Right, exactly. So so that’s a kind of a long time frame.

John (18:05): And, and I agree Kostas, I mean, isn’t it true when I’ve spoken to so many folks in the industry where I think these tools are, are helping those marketers and writers to get more out of their profession by doing more so I think it’s, I think that’s very true. So I think it’s a good idea. I think that that saying that you have about making it fun again is, is, is pretty insightful. So I really really appreciate Kostas and Brennan for joining us on the content video podcast. I also wanna thank the audience for supporting us. Thank you, Kostas. Thank you, Brennan. 

Scott (18:47): Thank you, guys. Take care. We’ll look forward to talking to you again sometime soon. <Laugh> thank you.

 

 

 

 

From Typewriters to AI Content Generators – The AIContentGen Market Survey

From Typewriters to AI Content Generators – The AIContentGen Market Survey

Apr 20, 2022

From Typewriters to AI Content Generators – The AIContentGen Market Survey

In 1979 I left for my Freshman year in college at the University of Massachusetts, Amherst.  I jumped into my Chevy Chevette packed to the hilt that included a high school graduation gift from my parents, a portable, manual Smith-Corona typewriter.  Little did I know that my popular typewriter came from a highly concentrated industry that a decade prior was dominated by only five companies accounting for 79.7% of the market, spurring action by the FTC.1

Now we’re looking to identify a similar but 2020’s market size and share, albeit at a different maturity curve.  AIContentGen is working on a market size survey for the AI content generation industry. We are using various approaches to gather information and estimate the market’s current size for AI content generation software. 

The survey will be sent to AI companies to ask a series of questions about their sales of AI content software and information about growth rates. As a result, AIContentGen will develop research on: 

  1. The size of the market
  2. Growth rates

The objective is to estimate the potential market for AI content creation and the percentage of customers willing to adopt AI content software. If you had a market of 1000 customers, 20% of customers are willing to buy and use AI software, the market size would be 200 customers. 

Another way to estimate the market potential is to conduct surveys with customers and determine the percentage of customers in a market using the product and the number of customers considering jumping in. 

In addition to estimating the potential size, we can also conduct a survey of AI companies and ask how many subscribers they have using the software. 

Some AI companies might be concerned about not participating in such a survey. Here are some reasons why it’s important to give some numbers on the market’s potential size, the current size of the market, and the growth rates. 

  • Start-up AI companies are looking for venture or angel investment; if the market can demonstrate a potential business in the industry, it will make it easier to raise additional investments. 
  • Customers waiting on the sidelines will be more willing to jump in and start using AI content generation tools if they get a sense of the current scope of the market. 
  • Sizing the market by industry or type of content will help you focus marketing efforts or avoid working in a market that you think has sufficient customers but doesn’t. 
  • By understanding the market scale, AI companies can estimate their profits and what resources will be available to generate revenue based on potential profits. Further, suppose there are more players in segments of the market. In that case, a market size report can be used to understand the potential profit that could be made based on the market size for an industry or type of content and the number of competitors in the market. 

Quotes from investors: Why a market size view is important

Ray Chang  – Founder, Advisor, and Investor

“Knowing and understanding the market size helps investors understand what the available profit could be.  Some investors may be less risk-averse and would rather play in a small market than a bigger market.  Or, from a strategic point of view, a smaller market would be better for one application of a product to test it out.  If it’s successful, perhaps they could expand to other markets with changes such as language or color, etc.”

 

Lauren Nham – Product + Ventures + Investor – NewChic Capital, MetaCap Ventures & GovingVC Partners

“In short, attractive underserved markets. Market opportunity & market timing.”

“What’s the current state, and where will it go? Where does it cross over and connect across industries and functions and geopolitical regions? For example, consumer behavior and needs evolve, and how well the market serves (or underserves) target market segments constantly fluxes. Too large and the market is only suitable for late-stage, too early, and the mainstream PMF (Product Market Fit) may exist beyond target return windows.

A true understanding of the market would identify interlocks across different sectors and tranches of the value chain. The ability to see the market in a truly multi-dimensional view is where the opportunity lies.”

Examples of  Market Size Studies Impacting New Industries

Word of Mouth, MarTech & ABM

The Word of Mouth Marketing Association was founded in 2004. The association was a trade group set up to promote Word of Mouth Marketing, which was the term used in the industry before the adoption of social media. WOMMA had companies as members, and the trade group held industry meetings, conducted important research on the value of word of mouth marketing to companies, and generally promoted the industry. Without WOMMA and its work, social media would not have been adopted as quickly as a strategy by as many companies as it was in the United States; the trade group helped demonstrate the market potential and size. The Association of National Advertisers acquired WOMMA in 2018.

MarTech

Scott Brinker’s now famous Marketing Technology Landscape Map infographic showing the extent of the Marketing Technology industry helped popularize the growing importance of Marketing Technology amongst marketers. The series of yearly infographics illustrate the growth of the industry and its weight in the industry. Without the infographic, customers will not be as aware of the different marketing technology categories or that their peers and competitors are using so many kinds of marketing technology. The landscape Map helped set the industry’s understanding of the importance of the industry and fueled lots of interest from customers in what technology to pick. 

Martech Landscape 2020

 

Jon Miller’s ABM Market Map

Co-founder of Marketo, Jon Miller, helped explain the benefits of Account-Based marketing with his simple ABM Market Map; again, he helped scope out the different categories of marketing technology that make up the strategy of ABM. Marketers used the map to follow the strategy of ABM and select vendors for marketing technology. 

The AIContentGen Market Survey

Will our Market Survey show a highly concentrated market for AI Writers? Not likely. But this first market survey will put a stake in the ground and we hope that it will benefit all stakeholders in the market. 

Do you work at an AI Content Generation company and would like to get a hold of an AI Content Generation Market Size Report?  The first step is to contact AIContentGen to answer our Market Size Survey. 

Footnote:

1 “In 1968 the year prior to the acquisition in question the two top ranking firms IBM and Royal accounted for about 50.3 percent and the four leading firms IBM Royal SCM and Olivetti Underwood for about 79.7 percent.

FEDERAL TRADE COMMISSION DECISIONS V FINDINGS OPINIONS AND ORDERS JANUARY 1 1973 TO JUNE 30 1973 PUBLISHED BY THE COMMISSION VOLUME 82 UNITED ALTRADE 2903 S OFAMER Compiled by Rules and Publications Section of the Office of the Secretary US GOVERNMENT PRINTING OFFICE WASHINGTON 1973 sale by the Superintendent of Documents US Government Printing Washington DC 20402 Price 14.95 STOCK NUMBER 1800 00159 p. 1009.

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What Does a Marketing Technology (Martech) Analyst Firm Do?

What Does a Marketing Technology (Martech) Analyst Firm Do?

Mar 25, 2022

What Does a Marketing Technology (Martech) Analyst Firm Do?

Marketing Technology Analysts specialize in market analysis and provide advisory services to their clients. Analysts provide market research by analyzing trends, features, and technology. 

  • Martech Analyst firms provide critical information about industry trends and vendor performance.
  • Analysts can help you make better decisions because they know about technology trends.
  • Martech Analysts do Market Research. Market Research is the process of discovering the needs and wants of a specific group of people. Companies use market research to determine whether there is a demand for a particular product or service.

How Do Analysts Conduct Market Research?

Researching the market involves conducting direct research with potential customers to determine whether they would be interested in using a new service or product. Market research helps companies discover their target market and get feedback from customers about their products or services.

Analysts will do research using surveys, product testing, or focus groups to gather feedback from potential clients. Researching the market for a new product or service is an essential part of R&D. 

Use Market Research to Find Customers.

Market research blends consumer behavior and economic trends to confirm and improve your business idea.

It’s crucial to understand your consumer base from the outset. Market research lets you reduce risks even while your business is still just a gleam in your eye.

Analyst firms can help you to answer the following questions to get a good sense of your market:

  • Demand: Is there a desire for your product or service?
  • Market size: How many people would be interested in your offering?
  • Economic indicators: What are the income range and employment rate?
  • Location: Where do your customers live, and where can your business reach?
  • Market saturation: How many similar options are already available to consumers?
  • Pricing: What do potential customers pay for these alternatives?

Analysts Conduct Competitive Analysis to Find a Market Advantage.

Competitive analysis helps you learn from businesses competing for your potential customers. Defining a competitive edge creates sustainable revenue.

Competitive analysis identifies your competition by product line or service and market segment. Some of the following elements define the competitive landscape:

  • Market share
  • Strengths and weaknesses
  • Your window of opportunity to enter the market
  • The importance of your target market to your competitors
  • Any barriers that may hinder you as you enter the market
  • Indirect or secondary competitors who may impact your success

What Are the Benefits of Working with an Analyst Firm?

Getting to know analysts who are experts in their field is a good way for your company to understand what is happening in the market and how major technology vendors are doing in that market. Analysts can often be helpful when it comes to vendor choice. Analysts also understand technology trends and know which technologies enterprises need to be aware of. Analysts can play a significant role in helping companies leverage technology.

How Do I Choose an Analyst Firm?

Whether you need regular advice, cutting-edge research, whitepapers, or well-rounded coverage areas, you’ll want to evaluate your enterprise’s needs when choosing an analyst firm.

AIContentGen is a Different Kind of Analyst Firm.

AIContentGen focuses on Artificial Intelligence Software for Content Marketing. 

Do you want advice from analysts who just study the market or marketing practitioners who use AI Content Generation Tools themselves?

AIContentGen’s senior analysts are longtime marketing practitioners currently running their own companies.  With expertise in Strategy, Content Marketing, SEO, Public Relations, Agile Marketing, Blogging, and more.  They live and breathe marketing. They know how technology can positively impact your business.

Our analysts understand the importance of theory and strategy and know that strategy execution is critical for success.

If you’re curious about how we can help, then reach out and introduce yourself to AIContentGen.

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