#25: Over the RAInbow: Elaine Zelby-Marketing with AI, AI with GTM Strategy, Elevenlabs reader, Meta LLM launch, Symbe AI

The newsletter and podcast are sponsored by GTM AI Academy AND AI Powered GTM. Joining me for some commentary this week is my man Jonathan Moss.

TEASER ALERT

Starting in July (like next week!) we will be offering micro lessons released weekly that you can subscribe to that will be individualized per role in the GTM world. Excited for the release!

Business Impact> Learning Tools

Few things before we jump in:

1. We have LAUNCHED the FREE Slack Community, come hang with your fellow GTM professionals, get insights, and content free to help in your teams and roles.

2. The GTM AI Demo Tools Library is a free resource for you to view AI tools and demos to see what is out there to help your team or to help you in your own workflow

Now with all that being said, lets move forward with todays newsletter which is:

1. We have #25 Podcast episode with Elaine Zelby of Tofu

2. AI can play a crucial role in GTM Strategy by Jonathan Moss

3. ElevenLabs new reader function, (its rad)

4. Meta Llama LLM launch, what you should know

5. AI Tool of the week: Symbe

Some AI posts from this last week in case you missed it:

Salesforce Report on AI

SearchGPT launch

Enablement must become AI powered or die a horrible death

Now lets go!

You can go to Youtube, Apple, Spotify, or here on Linkedin as well as a whole other host of locations to hear the podcast or see the video interview.

MARKETING POWERED BY AI

I recently interviewed Elaine Zelby CoFounder and CEO of Tofu , an AI-powered marketing tool. We discussed her journey from mechanical engineering to venture capital and eventually founding her own AI company. Elaine shared insights on the challenges in marketing, particularly the proliferation of tools and the labor-intensive nature of content creation.

She explained how Tofu aims to automate top-of-funnel activities for B2B companies, leveraging AI to create personalized, omnichannel campaigns. We explored the technical aspects of Tofu, including its use of various AI models and quality evaluation frameworks. Elaine also offered advice on evaluating AI tools, emphasizing the importance of addressing specific pain points and integrating seamlessly with existing workflows.

We touched on the future of AI in marketing, particularly in imagery and video creation, and discussed the potential for more specialized B2B-focused AI models.

Bullet Points of Highlights:

- Tofu automates top-of-funnel marketing activities for B2B companies

- The tool uses a combination of AI models, selecting the best one for each task

- Elaine emphasizes the importance of workflow integration in AI tool adoption

- Future developments in AI for marketing may include better imagery and video creation

- Elaine advocates for a bottom-up approach to AI adoption in marketing teams

Key Quotes from Elaine:

1. "The big play, hence the name Tofu , it's really put the entire top of funnel on autopilot for B2B companies."

2. "We take this very seriously because quality of the outputs is what's going to get usage and retention."

3. "I think given the fact that the models are improving so quickly to where I think the winners will be, and this is also putting my investor hat back on where I think the winners are going to come from are the people who deeply nail workflow for a very specific persona."

4. "I've asked probably a hundred CMOs a question on whether they're taking a top down or bottoms up approach to AI adoption. And what I'm finding and how I would guide marketing leaders, or go to market leaders, is to do the bottoms up adoption route."

Take a listen and tell me what you think!

Jonathan Moss is a bald brother who is also a guy to know in the GTM world. He has built several GTM functions from scratch both from a leader point of view and as a contributor successfully.

He had some thoughts this week on AI and GTM strategy from his GTM Therapy Newsletter that I wanted to include. For the full article you can read it here. His thoughts:

Leveraging AI in Your GTM System

Artificial Intelligence can play a crucial role in optimizing your GTM efforts. Here are a few applications:

➡️ Use AI-powered tools to collect, analyze provide insights, and identify successful patterns from traffic to churn.

➡️ Implement chatbots to help create a more frictionless buyer and customer journey. Be careful to not be completely hands-off as you want chatbots to be part of the specific moments that matter and they can do it better or more efficiently.

➡️ Utilize predictive analytics to identify high-potential leads and at-risk customers.

➡️ Employ AI-driven content recommendation engines to personalize the customer experience.

A Word of Caution

While technology can greatly enhance your GTM system, it's important not to over-rely on automation. The human touch remains crucial, especially in complex B2B sales environments. Your GTM system should empower your team to build meaningful relationships, not replace them.

Elevenlabs recently launched their Voices reader app.. which is freakin cool and I am loving it!

The ElevenLabs Reader App is an AI-powered text-to-speech service that converts various text formats, including articles, PDFs, ePubs, and newsletters, into natural-sounding audio. It offers a wide selection of high-quality, lifelike voices, making it easy to listen to content on the go. Users can upload or paste any text, and the app will read it aloud, providing a seamless audio experience.

How This Can Help GTM Professionals:

For GTM professionals, the ElevenLabs Reader App can significantly enhance productivity by allowing them to consume important content, such as industry reports, emails, or training materials, while multitasking. It can also aid in accessibility, enabling team members with visual impairments or reading difficulties to access content easily. Additionally, it can be used to create engaging audio content for marketing or training purposes, thus expanding the reach and effectiveness of GTM strategies.

Sales Team:

1. Listen to sales scripts and training materials while commuting.

2. Convert product information sheets into audio for quick updates.

3. Use the app to review customer emails and reports on the go.

Enablement Team:

1. Create audio versions of onboarding and training modules.

2. Provide audio feedback on recorded sales calls for improvement.

3. Convert best practices and playbooks into audio format for easy access.

Marketing Team:

1. Turn blog posts and articles into podcasts or audio snippets.

2. Listen to market research and industry reports while multitasking.

3. Create audio content for social media and email marketing campaigns.

Customer Success Team:

1. Review customer feedback and case studies in audio form.

2. Use the app to access customer success stories and best practices.

3. Convert support documentation and FAQs into audio for team training.

Try it out and tell me what you think!

Meta Llama is an open-source platform offering advanced AI tools and models, including the Llama 3 large language model (LLM). It is designed to support developers, researchers, and businesses in building and scaling innovative AI applications.

The platform also includes Meta Code Llama, specialized in generating and understanding code, and Meta Llama Guard, focusing on safety and responsible use. It aims to democratize access to AI technology, fostering a collaborative environment for technological advancement.

Here are the detailed features and capabilities of Meta Llama based on the available information:

Llama 3 Model:

There are 3 models of Meta’s Llama platform—405B, 70B, and 8B—differ primarily in their size and capabilities:

1. Llama 405B: The largest model with 405 billion parameters, offering the most advanced language understanding and generation capabilities. It provides the most nuanced and accurate responses.

2. Llama 70B: A mid-sized model with 70 billion parameters, balancing performance and resource requirements.

3. Llama 8B: The smallest model with 8 billion parameters, optimized for applications needing efficient processing with reduced computational demands.

- Advanced Language Understanding: Capable of understanding complex language structures, making it useful for a wide range of applications.

- Natural Language Generation: Generates human-like text, useful for content creation, chatbots, and more.

- Multilingual Support: Can understand and generate text in multiple languages, expanding its usability across global markets.

Meta Code Llama:

- Code Generation: Assists in generating code snippets, automating repetitive coding tasks.

- Code Understanding: Helps developers understand existing code, useful for debugging and code reviews.

- Support for Multiple Programming Languages: Handles a variety of programming languages, making it versatile for different development needs.

Meta Llama Guard:

- Safety and Ethics: Focuses on ensuring the ethical use of AI technologies, implementing safeguards against misuse.

- Responsible AI Use: Provides guidelines and tools to promote responsible AI practices, addressing potential biases and ethical concerns.

Context Window:

- Extended Context Handling: Can process and maintain context over long passages of text, improving the coherence and relevance of generated content.

- Enhanced Conversational Capabilities: Facilitates more natural and coherent interactions in applications like virtual assistants and customer service bots.

Open-Source Platform:

- Accessibility: Available for free to developers, researchers, and businesses, promoting innovation and experimentation.

- Community and Collaboration: Encourages a collaborative ecosystem where users can contribute to the platform's development and share their own innovations.

Applications and Use Cases:

- Content Creation: Useful for generating articles, blogs, and other written content.

- Customer Interaction: Enhances chatbots and virtual assistants for more engaging customer interactions.

- Education and Training: Assists in creating educational materials and interactive learning experiences.

- Research and Analysis: Supports complex data analysis and research tasks by generating relevant insights and summaries.

How This Can Help GTM Professionals:

1. Sales Team:

• Utilize Llama 3 to enhance customer interactions with personalized and intelligent chatbots.

• Generate customized sales pitches and responses to common customer inquiries.

2. Enablement Team:

• Develop interactive training materials using Llama’s language models for scenario-based learning.

• Use Meta Llama Guard to ensure compliance and safety in AI-driven content.

3. Marketing Team:

• Create engaging and data-driven content using AI for market analysis and content generation.

• Implement AI-generated insights to refine target audience segmentation and campaign strategies.

4. Customer Success Team:

• Leverage AI models to analyze customer feedback and improve service offerings.

• Develop AI-assisted FAQ and support systems for quicker customer issue resolution.

5. Product Development:

• Use Meta Llama’s models for innovative product features, like voice assistants or automated documentation.

• Collaborate with developers and researchers to integrate cutting-edge AI technologies into products.

For more detailed information, you can visit the (https://llama.meta.com/).

AI tool of the week: Symbe

Full transparency, I am a GTM Advisor for Symbe, but 2 reasons why I decided to become an advisor was because of:

1-The people behind the tech, mostly Martin Blinder and Thomas Laurbjerg

2-The tech is freakin cool.

Symbe is an AI-powered business case platform designed to assist sales, revenue operations, and customer success teams in creating compelling business cases quickly. It focuses on aligning with customer needs, prioritizing solutions, and managing stakeholders effectively. The platform offers ready-to-use templates for various scenarios, helping to standardize and optimize team performance.

Detailed Features and Capabilities:

Business Case Creation:

• Automated and Standardized: Symbe automates the creation of business cases, ensuring consistent and high-quality output across the team.

• Templates Library: Offers a range of templates for different sales and renewal scenarios, making it easier to generate customized business cases.

Customer Alignment:

• Value-Based Selling: Helps uncover key customer needs and decision criteria, facilitating stronger alignment with the buyer’s priorities.

• Cost of Inaction: Illustrates the implications of not choosing your solution, thereby creating urgency and driving the sales process.

Stakeholder Management:

• Empowering Champions: Provides tools to equip internal champions with compelling business cases to advocate for solutions within their organizations, enhancing their influence and credibility.

• Multi-Stakeholder Support: Supports engagement with various stakeholders, from finance teams to C-suite executives, ensuring comprehensive buy-in.

Optimization and Performance:

• Performance Metrics: Tracks the performance of different business cases, enabling teams to refine and improve their approaches continually.

• Team-Wide Collaboration: Facilitates collaboration across sales, RevOps, and customer success teams, ensuring a unified approach to customer engagements.

How GTM Teams can use Symbe :

Sales Team:

• Business Case Development: Create persuasive business cases tailored to customer needs, highlighting value and ROI.

• Deal Acceleration: Use standardized templates to quickly respond to customer queries and objections.

Revenue Operations (RevOps):

• Process Optimization: Automate the creation and management of business cases, ensuring consistency across the team.

• Performance Analytics: Track and analyze the effectiveness of different business cases to refine strategies.

Customer Success Team:

• Renewal Justification: Develop compelling business cases for renewals, showcasing the continued value of the solution.

• Customer Engagement: Align customer success strategies with the specific goals and pain points of clients.

Marketing Team:

• Content Creation: Use insights from business cases to develop targeted content that resonates with prospects’ needs and pain points.

• Campaign Support: Leverage business cases to provide concrete examples of value in marketing campaigns.

Product Team:

• Feature Highlighting: Utilize feedback from business cases to understand which product features are most valued by customers.

• Product Development: Use insights to guide future product enhancements and updates based on customer needs and priorities.

Enablement Team:

Last month I did a Linkedin live with Martin Blinder about how their tool could help enablement which was fascinating to make the business case for enablement. You can watch that here

Let me know your thoughts and until next time, enjoy!