Deliver Personalized Content Journeys with Folloze AI

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[MUSIC]

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>> Now look everyone and welcome to Go-Market AI,

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the future of the Go-Market Tech Stack.

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I'm your host Sarah McConnell.

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These days it seems like every company has AI,

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but on this show, we want to go level deeper so you can see

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firsthand how businesses are actually applying AI to solve your business

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challenges.

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We're going deep into the use cases and showing you

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live demos of the latest and greatest in AI.

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Today, I'm so excited to have David Bruteman,

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co-founder and chief product officer at follows on the show.

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David, welcome.

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>> Well, thank you for having me Sarah.

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I'm really excited to show you the latest innovations of AI and follows.

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>> Perfect. So before we get going in the demo,

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which I know everyone's excited to see,

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I would love to learn a little bit more about who is follows,

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what do you guys do and who are you helping?

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>> Sure. Follows is a no-code digital experience platform that

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powers personalized buyer journeys.

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We help B2B brands to generate and develop pipeline,

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by engaging their buyers through the entire lifecycle.

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So typical use cases would be ABX programs,

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field marketing campaigns, targeted demand and sales development and enablement

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deal rooms and more.

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Our customers are B2B brands from smaller companies to tens of

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Fortune 500 companies and our users are typically coming from ABM teams,

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demand teams, field marketing teams,

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but also from sales teams in SDRT.

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>> Amazing. Okay. So with that being said, David,

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I would love to jump over in the demo.

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I really love the concept of follows.

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I know a lot of people be being on the demand-gen side.

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I've heard a lot about you guys for like ABM programs and ABX programs,

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but I haven't seen your guys's AI initiative.

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So I'm excited to jump into the demo and see what you guys are doing.

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>> Absolutely. So maybe just to contextualize a little bit,

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our strategy around the AI.

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AI has been here for years and even more accelerated,

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since the introduction of OpenAI and Chad GPT.

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I think now really what customers are looking for is business outcomes for me.

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So we really injected AI into the different modules of our platform.

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We think about the business value through three angles.

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One is what are the marketers outcomes?

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How do we help marketers be faster,

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increase the outcome and the quality of their work?

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And it is essentially be able to deliver the best experience to customers.

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Then the second one is how do we make the actual engagement of buyers better?

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By recommending better content, by making it more smooth and

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adjusted and contextualized experience for them.

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And then the third piece is understanding customers.

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Really the ability to collect all the data and

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understand behavior, intent, the flow.

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And really based on that, take action.

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So these are kind of the three business values that we think through.

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And for each one of them, we actually have a product line that we've developed.

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So the first one is really around generator AI.

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So this is the ability to generate boards on the fly very quickly.

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You're going to see it today.

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It's very exciting.

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It helps marketers be agile, be quick.

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And really levels up levels, the quality of the outcomes for all marketers.

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The second one is around content recommendation and

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tagging that allows us to essentially present content that is recommended for

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the buyer, for the intended they've shown, for the behavior that they've

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performed.

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And this is all based on smart tagging of content and behavior.

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And then the third piece is intent AI, which is in the works.

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And this is really understanding the first party or

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first level interaction intent of buyers and

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be able to drive their journey forward in the most effective way.

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Does it make sense?

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>> Yeah, I'm really excited to see this.

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Particularly, generator AI isn't treating because we always hear AI is going to

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make marketers jobs easier and faster.

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And so it's hard to understand how it's always good to see it come to life in

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the use cases.

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So I'm excited to see you build a board using generator AI because I can

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understand where that's going to help save me as a marketer a lot of time.

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So I'm excited to jump into it.

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>> Let's do it.

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Okay, so for those of you who don't know what follows is,

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this is a follows board, it's a microsite, it's just an example.

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Where you can actually present messaging, content, experience, and

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really build journeys that are highly customized for the prospect.

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The beauty of a follows board that it's all included so

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you can actually kind of consume, content, align, everything is measured.

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So we have reach analytics, it could be videos, it could be white papers,

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blogs that you can actually write in our platform and so on and so forth.

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So this is kind of a typical board.

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This is an example of our own boards.

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Now, let's assume I'm a marketer and I want to build a new board.

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I'm going to actually choose from a set of templates that are predefined.

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Those templates allow us to allow the marketers to choose what is the goal of

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this board?

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Is it an ABM one to one?

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Is it a landing page?

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Is it a deal room?

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In this case, I'm going to select product and solution overview and

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[BLANK_AUDIO]

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It just created the board.

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Now the board is in a template form at this point.

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So I'm going to go into the design mode and

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you can see that it has a lot of placeholders for

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the different elements of the journey.

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But it was pretty designed to allow you to kind of consume a very

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effective journey.

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So to get to know our product, what is the description of that product?

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What is the value proposition?

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Maybe some offer or promotion, what are the features?

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Some business outcomes and resources.

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So this is all placeholders, nothing specific right now.

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This is all template mode.

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What I'm going to do is I'm going to essentially kick off the generator AI.

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And already pre-configured a few settings here just to make it faster for us.

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So the goal of the board is product or solution overview.

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You can choose is it ABM?

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Is it content nurturing?

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Is it a landing page?

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You're going to put the name of the product here and this is our own product.

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So I'm using our own ABM solution as the example.

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And then I'm giving a little bit of detail of what this will be.

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This is all I do at this point.

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Now I'm going to press on generate board and just let the machine work and

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generate the board as we as, you know, in a few seconds essentially.

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Oh, OK, so let's see what happened.

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So I've got essentially generator AI, generate all the text elements in the

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board.

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So came up with this promotion or messaging, say, power up your ABX strategy.

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Some description here, two call to actions.

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It also came up with explanation of what is the follows ABX solution.

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Then it came up with benefits.

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So what are the benefits of the solution?

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There's personalization, there is alignment, insight, scalability, and

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also some call to actions that can drive people forward.

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There's also some special offer.

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You want to try the ABX solution with no commitment.

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These are the key capabilities of the product and so on and so forth.

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So you start to see that essentially we're able to generate all the text and

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messaging into this board very, very quickly.

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Now, how did it happen?

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Every section here, so he has essentially setting and

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those settings were predefined to say, well, this section is going to be about

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marketing message.

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I'd like to get the top level messaging for this section.

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And by the way, if I don't like this message, I can regenerate it and just

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check

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in a new one if I like it better.

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You know, unleash your account based experience potentially.

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I don't like it, I can go back.

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And specifically in this section, for example, we asked for

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the product description of the product we're promoting.

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So with a little bit of instruction, and this is not kind of AID dive,

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prompt engineering, all of that, this is kind of marketing language.

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This is what you would expect marketers to be able to explain what they do and

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the beauty is that it's all in the template.

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So you really can make small changes and get to a lot of outcome.

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I think this is, I was excited to see it.

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It looked up into what I was hoping for.

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So she, because at the beginning, you showed the template and it's to look at

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a template with a lot of empty space as a marketer, especially if you're on,

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you know, smaller teams, you're trying to work quickly.

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That's a lot of text to fill in.

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That's a lot of space to fill in.

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It's a lot of things that you have to go figure out.

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And as someone who's written landing pages before or worked on pages before,

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it's really time consuming to think about how everything flows together and

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to think of like all the headlines and the body copy and to make sure it's

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the right length and the right tone.

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So to see you do it in just a few clicks, it just really brings it to life for

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me how quickly and how much time that something like this could save me.

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>> Right.

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And also, at least in our customer base, we have a lot of users that are not

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product marketers.

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They're not writing messaging each and every day.

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So this essentially gives them the tools to be best marketers.

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By the way, just like key benefits, maybe we can come up with something a

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little bit more exciting here.

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So I'm going to regenerate and see if we get a better kind of title here.

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And yeah, maximize engagement, maybe it's a better one.

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So I'm not only excited about the productivity of doing things quicker,

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but also up leveling the quality of the messaging that your company is

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producing.

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>> Absolutely, it's better quality.

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And also, I kind of mentioned timesaved from having to write all these things,

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but you kind of mentioned the timesaved from having to work cross functionally.

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If I'm a demand-gen marketer that's building this, I don't have to go back and

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forth with my product marketer and explain to them what the page is for and

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wait for them to help me like it's up leveling myself in a skill that I don't

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normally do in my day to day.

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And that's also a huge time saving.

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>> Correct, absolutely, absolutely fully agree.

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Now, I may want to go out of the template, so

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I may want to maybe add another section where I want people to find resources

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about the product.

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So let's add a section here, I've just added a section.

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And I'm going to essentially call it resources.

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And as part of that, I'm going to give quick construction here.

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What am I looking for?

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And let's see what happens.

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Right, so you have some webinars, you can try it now, you've got some case

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studies,

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support center.

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So this is really exciting because it allows you not only to stay with the

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template,

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you can just add sections, move things around.

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It's a Weeziwig designer, so it's very easy, you can edit things.

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Now, if you all like what the generator AI has done,

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purely you can go in and just make changes here.

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So this is clearly almost like a helper for the marketers,

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but you can override what they do with no effort at all.

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So this is kind of the generator.

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Now, I want to build a lot of layer to it if you don't mind Sarah,

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which is recommended content.

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Okay, so in this case, I'd like to add content to it.

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I'd like to add some white papers, some videos to really deliver high value

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content

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to my user.

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So what I'm going to do is I'm going to actually open my gallery here.

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This is by the way, the follows gallery.

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It has a lot of content, different widgets and sections that you can choose

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from.

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Feature content banners, presenting your team testimonials.

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It's very rich, but I'm going to choose from the content section first,

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content that I'd like to present here to my buyers.

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So this is a typical content section.

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I'm going to go and change just a few things here.

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We'll make it the level of five elements.

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And this is something that I've predefined in the template.

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So these are, this is content that have been chosen by the marketer.

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Now, I'm going to talk about person or human in the loop a lot when I talk

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about the AI.

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So in this case, I'm the marketer and I actually want to choose the five

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sections

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that I'm going to select here.

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But I'd like the AI to be responsible for the journey.

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So I'm going to select here, let's say, an arrow and I'm going to select AI.

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So that means that those five are predefined, but everything that comes

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through the journey is going to be driven by AI.

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That's kind of level one that you're seeing here.

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Another option is to actually go all the way and ask,

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I'm going to add another section here.

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And this is kind of, it has a little bit of a different layout.

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But in this case, I'm going to actually define the source as being AI source.

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And the, the item viewer and the layout to be also AI.

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So in this case, unlike the previous one, this is going to be pre-selected

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by the AI engine.

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And then also the journey itself will be using the AI engine.

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And why is this important?

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It's important because we know that marketers, they want to use AI, but they

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also want their,

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they want to essentially define what's important for them.

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Sometimes they want their own control.

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So that's a really nice combination between something that is kind of you in

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the loop

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that defines the initial set of content and then the journey is done by AI.

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And, and versus, you know, just more content.

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And, and there is a reason why I've built it in this wake because you want to

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first

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present things that you have selected and then you want to let the AI drive

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everything

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else and really create that binging effect of consuming more and more content.

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This is so intriguing to me because I work very closely with our content market

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er here

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and I know anytime we're posting new resources, to your point, she's got a

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pretty good understanding

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of like, okay, if you're down, if you're, you know, reading this ebook or

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something,

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here's, there's three or four resources I know that are married into that theme

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that

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I want to make sure that you have the option to read.

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Like, I know that they exist, but sometimes it's hard to figure out what are

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the next

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few or like how do we want to continue that through the journey?

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And I know tagging content, finding content, especially as you, your team grows

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, your company

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grows, you have this huge repository of content, having AI help recommend

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content for the

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user based on their behaviors that are in 10, just is so much better for the

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user experience

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in the personalization and from the back end for the team and not having to

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sort through

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all that content and make that decision.

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Absolutely.

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I think it's, it's a content finding and delivering the right content is

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probably one of the toughest

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problems in demand.

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And I talk to a lot of customers, they're like, we're investing so much effort

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in creating

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the content.

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Hopefully with Jenny, I were invested less because some of it will be generated

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by the

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same time it's, and those are large budgets in one of the huge missed

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opportunities is

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actually delivering the content in context at the right time to the right

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person.

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And this is what our platform is all about.

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And I think you can see the power of AI within this, this landscape.

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Absolutely.

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So let's publish the board.

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So this was all in design mode.

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Let's publish the board and see live.

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So here's our board that this was pretty much built in five minutes.

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So it's kind of presenting the, the solution, maximize.

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This is the content that we talked about.

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So it's all in line.

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So you can actually open all the PDFs and videos and just browse through them

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very easily.

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And then this is the complete AI recommended content where you can actually

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open section.

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And by the way, this is a different AI UI that allows you essentially to, to

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select content

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from just the different recommendation method.

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It comes from the bottom to, to allow you to choose the things that, that

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matter to you.

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Now I'd like to show just a little bit of the back end in terms of how the

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matching of

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the, of the content happens.

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So the matching of the content and how recommendation works, there's

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essentially two levels of matching.

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One is the behavior of the user or the lead.

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So as they engage, we learn about their behavior and we look for similarities

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to other people

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that have behaved the same.

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But because we're, we have identity module that we actually know people on the

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individual

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level, we know typically which role they come from in which company they come

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from. And we can create correlations between behaviors of other prospects that are

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coming from same

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industries or have the same roles.

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That's one correlation.

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We call it user correlation or lead correlation.

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The other one is content correlation.

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We essentially auto tag content.

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You're going to see the auto tagging in just a minute.

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And by that, we know which content looks similar to other content elements.

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So this is, I'm going to go out of here just a minute.

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This is our content center.

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This is the core repository of the content.

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And you can see that a content has been tagged here.

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So this is all auto tagging.

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So let me open a deck that we have here on describing our personalization in

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identity.

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So you can see tags that talk about follows and data expectations in bound

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versus outbound

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progressive identity.

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These are all attributes of the content of this specific white paper.

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Now this works not only for white papers, but also for blogs and for videos.

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So we essentially extract the transcription of the video.

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We run tag, auto tagging based on it.

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And it's very, very powerful.

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So we talked about saving time when you add another piece of content.

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You essentially drop it here.

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It's being auto tagged and then it starts to play into the recommendation game

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that we

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saw earlier.

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Make sense?

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Yep, that's awesome.

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So maybe just to wrap up the demo, we talked about product overview and

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introduction.

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But I do want to enable another capability here, which is personalization.

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So in addition to AI, we have a very sophisticated personalization model or

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engine that allows

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you essentially to set personalization rules in change in real time, different

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elements

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of your board.

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It could be text, it could be image, it could be call to action.

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So for example, let's say I want to create another version of the banner for

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business

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services, which is in an industry.

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I can go ahead and change the content here.

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But think about generative AI.

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Now just not just generating the boards that you see as you've seen, but

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generating essentially

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different content for the different industries that you're targeting.

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So now you can go industry by industry and generate the text for those

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industries, which

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is very powerful for any personalized demand-gen campaign for ABM, which is as

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we mentioned

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the primary goose case.

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So there's a lot of opportunity that is still there and we're really excited

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about what

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this could do to marketing and mostly to marketing outcomes.

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Yeah, I really love this.

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Everyone talks a lot about personalization as scale and like how do you scale

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that personalization?

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And I think AI is a really good way to start doing that.

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And the process here is already so easy to build this board, but to be able to

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then personalize

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it and scale that into multiple different use cases or different industries.

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And I could see from the fields that you brought up, there's endless

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opportunities to personalize

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these boards.

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Oh yeah.

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Oh yeah.

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There's a lot of opportunity here.

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Absolutely.

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So I think this is what I wanted to show from a demo perspective so far.

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This was great.

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I always live getting demos that are meant for marketers because I get so

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excited because

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I'm like, oh yeah, that would save me time.

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That would save me effort.

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That would make things so much easier.

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Also the content auto tagging, I know we went through that and I didn't.

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The auto tagging I think is amazing.

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When you get that large repository content we kind of talked about to have that

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recommendation

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already happening for you so you don't have to sit down every time you upload

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something

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and decide, okay, you know, yeah, this is about ABM, but like what are the

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other like

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smaller subcategories?

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The auto tagging and ability to then recommend.

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Again, I immediately think of my content person and the amount of work and

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effort they put

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into creating all of that content.

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It just helps so much with like distribution and getting them in front of the

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right people.

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So as a marketer, this was an amazing demo.

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I could see with being huge.

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Thank you, sir.

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I would say at the end of the day what we're all after is generating engagement

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And you know, we're putting all this work to really create engagement.

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And I think the combination of the different AI capabilities, at the end of the

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day, it's

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measurement of how long do people spend reading your material?

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Did they share it with someone else?

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How did they interact with that?

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By the way, this is all our, we have a whole analytics engine that collected

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this data.

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And the reason that why this is, so this is almost like the North Star.

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When we think about what we're trying to do, we're trying to really convert

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from a world

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of regeneration or conversion based to engagement based world.

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And those tools are really essential to be successful in this new world.

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Absolutely.

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David, I would love to move into our lightning round Q and A section if you are

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ready.

23:13

I am ready.

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Okay.

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So the first question for you is how long has follows been building AI into

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your product?

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We've been building AI for a few years, but as many other companies, this has

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accelerated

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over the last year, mostly because of the new large-language models that have

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become

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available.

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And this is becoming a really core investment area for us as a company.

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Amazing.

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And is what you showed today available for customers?

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Yeah, so this is available for customers.

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We have just started to roll out the generator AI to some of our selected

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customers.

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We're getting really great feedback and we're learning a lot.

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AI is not at one time.

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There's a learning curve for all of us.

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And I think this is also an exciting element to it.

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Absolutely.

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Definitely a learning curve and one I think we are all still very much on.

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And speaking of customer, David, who are some of follow customers that are

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benefiting

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from your product and your AI?

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Yeah, so we have great customers, some of the most sophisticated marketing

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organizations

24:22

in the world, companies like ServiceNow, Google, Autodesk, SAP, and not only

24:28

large enterprises,

24:30

but also mid-sized companies.

24:32

And they're using our product to generate personalized buyer journeys.

24:39

One customer, which is enterprise customer that we're working on, is actually

24:42

going to

24:43

use follows as a core element in their enterprise-wide GNAI initiative.

24:49

So a lot of our customers are thinking about generating AI in a very broad mode

24:54

and we're

24:55

playing a really important role with those customers.

24:59

That's amazing.

25:00

And those are some incredibly impressive brands of the B2B space.

25:02

So that's awesome that they are.

25:04

They're benefiting from what you just showed us today.

25:06

And then what is next on Follow's AI Road map?

25:09

Where are you guys taking the product?

25:10

What do you want to see in the future?

25:13

So I think one of the areas of focus is really enhanced understanding of buyer

25:19

and account

25:20

intent.

25:21

With the breadth of first-party data that is generated by our system, we can

25:25

really analyze

25:26

and understand what the collection of those actions mean from a business point

25:32

of view.

25:33

How can we learn more about what the customer is?

25:36

Where are they and what do they intend to do?

25:39

And it's very exciting because it means that our ability to not only build the

25:43

journeys,

25:44

but track and optimize the journeys is even more enhanced with those

25:48

capabilities.

25:50

Awesome.

25:51

And the very last question is, what are some other AI-powered products that

25:54

follows as

25:55

using and loving in your current tech stack?

25:58

Sure.

25:59

So I have to give a big shout out to our marketing team.

26:02

They were one of the first ones to embrace AI.

26:06

They've tested many, many tools and they actually have a webinar where they

26:11

explain

26:11

all the tools that they've tested and just share the breadth and the knowledge

26:15

with the

26:16

community.

26:17

Some of the tools that I've seen that really happy about this writer AI, they

26:22

use it for

26:23

writing and they can adjust the tone, they can take cloud form content and

26:29

transform it

26:30

to short form content.

26:32

Caption AI, creating better captions.

26:34

I don't know if you know this tool, Peach, which is used to kind of take long

26:39

videos

26:40

and create kind of snackable content elements.

26:43

And shout out to Qualified, which we use your AI, keep it powered, capabilities

26:49

And I know that you have a lot coming as we're excited about that.

26:54

We also use some of our other larger partners, companies like Outreach in 6

26:59

cents, we use

27:00

their AI capabilities as well.

27:03

Amazing.

27:04

And I have to imagine you guys are your own power users and your marketing team

27:06

Also, love using Fallows AI's functionality for their programs as well.

27:10

Absolutely.

27:11

They're always user number one and we get the more, you know, the best feedback

27:16

from them.

27:17

Absolutely.

27:18

Well, David, thank you so much for joining us on the show today.

27:20

This was a fantastic demo.

27:21

I love seeing what you and the team are doing over at Fallows.

27:23

So thank you so much for joining us today.

27:26

Thank you, Sarah.

27:27

I really enjoyed being on the show.

27:29

I saw some of the other episodes that were great.

27:32

So it's kind of a learning opportunity, I think, for the community.

27:35

So thanks for running this show.

27:36

Bye.

27:37

(upbeat music)

27:39

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