Short, daily emails from a friend in the trenches. I’ll share what works and what doesn’t as we build Accoil Analytics, a B2B SaaS company.Each email 500 words or less. Each one based on the planning, execution, and reflection of growing a B2B SaaS company in a competitive market.
write it. record it. capture everything.
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AI is eating the world. And whether you like it or not, it's a hungry beast. My co-founder Kate attended Intercom's big partner and customer event. Intercom is going all in on AI. They launched a new AI customer support agent named Fin. Fin is not an LLM. It's not trained on the web. It's trained on the documentation, knowledgebase, and other content we feed it. For Fin to work best, it needs us to write down as much as we can about our software. It needs the technical side. It needs to use cases and workflows we enable. It needs to know how we work, our policies and procedures. Terms and Conditions, privacy policies, and maybe even contracts are all fair game. To make AI tools work for us (you and me and our businesses) I think we'll come to rely on three modalities:
#3 is important. It sometimes feels like a generic AI blob will take over the world. If everyone uses ChatGPT to write blog posts, we get a lot of same-same blog posts. Meh. A generic AI blob means nobody offers anything different. To some extent, tools like Copy.ai can even produce similar stuff. An AI tool trained on how you think, on what only you know to be true, is unique. This amplifies your voice and, more importantly, your unique value. So write it all down. The more we record, the more our own AI tools get to know us. What's cool is that "write that down" doesn't mean writing. Not necessarily. Ironically, we can use AI to help record everything.
Leverage your superpower. That's really what I'm talking about. You have a superpower. You can amplify it with AI, but you have to get it out of your head and into a format AI can learn from. Tools like Fin are only as good as the info we give them. So why not make them as good as we can? To do that, we'll have to get into the habit of writing everything down. Build a culture of writing, recording, and capturing ideas. It will be a huge part of how we deliver value. Peter (457 / 500) PS: Check out my conference attire 🤦♂️ |
Target Burn
Short, daily emails from a friend in the trenches. I’ll share what works and what doesn’t as we build Accoil Analytics, a B2B SaaS company.Each email 500 words or less. Each one based on the planning, execution, and reflection of growing a B2B SaaS company in a competitive market.
I wrote yesterday about getting on a plane to meet people. Another benefit of standing in front of someone is body language. In-person selling doesn't scale well, but it's the fastest feedback we'll ever get. When we're talking to the right person -- someone who can and should buy our product -- it's easy to see when a pitch resonates. When we say the right words, two exciting things happen. Eyes widen and shoulders lean in. When a pitch is even a little bit off, we get polite nods and...
Who do you want to meet that would change the course of your business? If you're not willing to get on a plane to meet them in person, you're missing a huge opportunity. I'll save you all the terrible analogies (including the one about online dating vs meeting in real life). Meeting someone. Shaking his or her hand. Breaking bread across a table. It creates a connection you will never get from LinkedIn comments. It may feel like a lot of money to book a flight, pay for a hotel room, get the...
So much marketing advice and guidance is about how we take our message to our customers. What if you want customers to come to you instead? I'm not talking about 'inbound marketing.' That works, too, but this is something a bit different. Let's call it the Oopsy Daisy. If you want to have more customer conversations, but find it hard to get anyone to talk to you. Break something on purpose. We've done this in software. I've done it with service reports. And I bet you can find a way to "break"...