#12- Enter SAIndman: Sellmethispen.ai interview, Synthesia release, Adobe AI, Scalenut

Welcome again for another newsletter from the GTM AI Academy. As a reminder, we are an AI enablement platform to help GTM professionals know how to use AI in their roles as individuals or teams.

Business Impact>learning tools.

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. We also currently have the Generative AI Foundations course for GTM professionals who just want to learn the basics of unleashing AI in their workflow and you can get access to it for 30% off with the code podcast30

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

1. GTM AI Podcast #12: Michael Ocean joins me from SellMeThisPen to talk about how AI is changing the game for sellers.
2. Synthesia releases expressive avatars, where is AI going for GTM based on this?
3. Adobe updates and uses AI, what does it mean to you
4. Tool of the week with business impact: Scalenut

SellMeThisPen www.sellmethispen.ai

(PS, if interested, you can see a demo of the tool in The GTM AI Demo Tools Library)

Today I sat down with the one and only Michael Ocean, CEO of sellmethispen.ai.

We dove into all things AI and go-to-market, and man did Michael drop some knowledge bombs. First off, sellmethispen.ai is a tool that helps sales reps before, during and after sales calls with things like AI roleplay, real-time assistance, and call summaries.

A few key concepts Michael touched on that any GTM pro needs to know:

- AI tools work best when they solve your most urgent, painful problems. Don't just adopt AI for the sake of it!

- Before buying, educate yourself on what AI tools can actually do. You might be surprised what's possible.

- Look to underserved industries and niches, not just tech.

Michael shared an awesome customer story about one of his customers, who used sellmethispen.ai to slash their sales onboarding time from 2-3 months down to just 1 month! Their reps did 2000 AI roleplays in that month and crushed it, closing deals in their first week.

Here are a few of my favorite Michael quotes:

"I always talk to their urgent problem... Before jumping the gun it's good to educate yourself. What's even out there? Learn about these tools before start adopting them internally."

"Historically [Ergon] used to spend almost close to six figures and run these bootcamps for new hires. Two, three months. After a month and a half using our solution, they got 90% user adoption."

"People are spoiled in SaaS. Look at other underserved markets because people are willing to listen."

Here are a few key concepts with some expert sources to back it up.

1. AI tools work best when they solve your most urgent, painful problems.

Michael emphasized the importance of focusing on your most pressing issues when considering AI adoption. Instead of implementing AI just for the sake of it, identify the areas where you're struggling the most and determine if AI can provide a solution.

Expert Opinion: Tom Davenport, a renowned expert on analytics and AI, states in his book "The AI Advantage" that "AI should be used to augment and enhance human capabilities, not replace them." He advises companies to prioritize AI projects that address critical business problems and have the potential for significant impact.

2. Educate yourself on what AI tools can actually do before buying.

Before investing in any AI tool, it's crucial to understand its capabilities and limitations. Michael suggests taking the time to learn about the various AI tools available and how they can benefit your specific use case.

Expert Opinion: Andrew Ng, a leading AI expert and co-founder of Coursera, stresses the importance of AI education in his book "Machine Learning Yearning." He states, "AI is not magic. It cannot do everything. It is important to understand what AI can and cannot do, and to set realistic expectations."

3. Look to underserved industries and niches, not just tech.

While the tech industry has been at the forefront of AI adoption, Michael points out that there are many underserved markets eager to embrace AI solutions. He encourages exploring opportunities in industries such as construction, real estate, and small businesses.

Expert Opinion: In a Harvard Business Review article, "The Business of Artificial Intelligence," Erik Brynjolfsson and Andrew McAfee discuss the potential for AI to create value across various sectors. They state, "AI is not just for tech companies. It will affect every industry and every business process."

4. AI can significantly reduce onboarding time and improve sales performance.

Michael shared a compelling case study about Ergon, a company that used sellmethispen.ai to reduce their sales onboarding time from 2-3 months to just 1 month. By leveraging AI-powered roleplays and personalized coaching, Ergon's new hires were able to close deals within their first week on the job.

Expert Opinion: In a report by McKinsey & Company titled "The Future of Work After COVID-19," the authors highlight the potential for AI to enhance employee training and development. They state, "AI-based tools can personalize learning journeys, provide targeted feedback, and accelerate skill acquisition, leading to faster onboarding and improved performance."

5. AI adoption is growing beyond the SaaS industry.

Michael notes that while the SaaS industry has been quick to adopt AI, other industries are increasingly open to exploring AI solutions. He encourages looking beyond the usual suspects and considering how AI can benefit underserved markets.

Expert Opinion: In a report by PwC titled "AI Predictions 2021," the authors forecast that "AI will be adopted more broadly across industries, with a particular focus on enhancing customer experiences, optimizing operations, and driving innovation." They predict that "industries such as healthcare, finance, and manufacturing will see significant AI investments and adoption in the coming years."

It's clear that artificial intelligence is no longer a futuristic concept, but a powerful reality that is reshaping the landscape of go-to-market strategies and sales. From streamlining onboarding processes to closing deals faster, AI is proving to be an indispensable tool for businesses across industries.

Michael's expertise and the success stories he shared from sellmethispen.ai serve as a testament to the transformative potential of AI when applied strategically and with a focus on solving critical problems.

By embracing this technology and leveraging it effectively, companies can unlock new levels of efficiency, performance, and success in an increasingly competitive marketplace.

Expressive Avatars by Synthesia represent a significant advancement in AI-generated digital actors, particularly with the introduction of the EXPRESS-1 model. This model allows avatars to deliver performances that closely mimic human-like expressions and movements based on the script and spoken content. This is achieved through the model's ability to understand and interpret the context and sentiment of the spoken language, enabling these avatars to display a range of emotions and reactions that align closely with the intended message of the communication.

For go-to-market (GTM) teams, the impact of using expressive avatars is multifaceted:

1. Enhanced Engagement and Retention: Expressive Avatars can produce more natural and engaging video content that captures and retains the attention of the audience. This is crucial in marketing and sales strategies where capturing consumer interest and conveying information effectively can significantly influence buying behaviors.

2. Scalability and Cost-Effectiveness: Deploying Expressive Avatars allows for the scalable creation of personalized and localized content without the logistical complexities and costs associated with traditional video production. Companies like Teleperformance have reported significant cost savings by adopting Synthesia's AI video tools compared to traditional video production methods.

3. Improved Communication Consistency: Expressive Avatars can deliver consistent messaging across various communication channels. This consistency is vital for maintaining brand integrity and message alignment across different markets and segments.

GTM professionals should consider these advantages as they explore ways to enhance their marketing and sales strategies. The ability of Expressive Avatars to generate dynamic, engaging, and cost-effective content can be a game-changer in how companies approach content creation for marketing, training, and customer engagement.

Here's why GTM professionals should care:

- Innovative Presentation: These avatars provide a novel way to present information, making standard presentations more interactive and engaging.

- Global Reach and Local Relevance: The technology's ability to support multiple languages and adapt expressions according to cultural contexts makes it easier to connect with a global audience while maintaining local relevance.

- Agility in Content Updates: Given the digital nature of the content, updates and iterations can be made quickly without the need for reshoots, which is particularly useful in fast-paced market environments where timely information is crucial.

The technology behind Expressive Avatars not only enhances the quality and engagement of digital communications but also offers strategic advantages in efficiency and scalability, making it a valuable tool for GTM professionals aiming to leverage cutting-edge technology to stay competitive and relevant in their markets.

So what does this mean for the future of AI in GTM teams?

The future of AI in Go-To-Market (GTM) strategies looks particularly promising, with advancements likely to reshape how teams approach marketing, sales, and customer engagement. Here are several potential directions and innovations:

1. Hyper-Personalization: AI will enable GTM teams to create highly personalized content at scale. Expressive Avatars, for instance, can be tailored to respond to individual customer preferences and behaviors, delivering personalized messages that can adapt in real-time based on the viewer's reactions or choices. This could lead to more effective and targeted marketing campaigns that resonate on a personal level with consumers.

2. Automated and Dynamic Content Creation: As AI technologies like Synthesia's Expressive Avatars evolve, they could automate more content creation tasks, significantly reducing the time and resources needed to produce marketing materials. Future AI tools may even dynamically adjust marketing messages based on current trends, market data, or customer interaction histories, making marketing efforts more responsive and agile.

3. Enhanced Analytical Capabilities: AI will likely provide deeper insights into customer data, enabling GTM teams to predict market trends and customer behaviors with greater accuracy. This can improve decision-making and strategy development, helping businesses to stay ahead of the curve in highly competitive markets.

4. Seamless Multichannel Experiences: AI can help unify customer experiences across all touchpoints, ensuring consistent messaging and branding whether the customer is interacting with an AI-powered chatbot, watching a video featuring an Expressive Avatar, or browsing personalized recommendations on a website. This consistency is crucial for building brand trust and loyalty.

5. Real-Time Language Translation and Cultural Adaptation: AI models will continue to improve in their ability to understand and translate languages in real-time, enabling instant communication with global audiences without language barriers. Additionally, AI could adapt content to fit cultural contexts better, enhancing global marketing efforts.

6. Ethical and Responsible Use of AI: As AI becomes more integral to GTM strategies, there will also be a greater focus on the ethical use of AI technologies. This includes ensuring that AI respects user privacy, avoids bias in AI-generated content, and maintains transparency about the use of AI in communications.

These advancements suggest a future where GTM teams are equipped with tools that not only enhance efficiency but also offer new ways to engage customers deeply and meaningfully. The integration of AI into these strategies represents a blend of technological innovation with strategic creativity, driving forward the capabilities of marketing and sales teams in exciting new directions.

Here's the refined breakdown with introductory paragraphs for each section, focusing on Adobe Firefly's implications for Go-To-Market (GTM) professionals:

1. Changes GTM Professionals Should Know About

Adobe Firefly introduces a suite of generative AI tools designed to revolutionize creative workflows. For GTM professionals, staying abreast of these changes is crucial as they impact how marketing content is created, managed, and deployed. Here are the key changes they need to be aware of:

- Integration with Adobe Tools: Adobe Firefly is integrated into major Adobe applications like Photoshop, Illustrator, and Adobe Express, providing seamless access to generative AI capabilities within familiar creative workflows.

- Generative AI Capabilities: Firefly enables the creation of visual content from text prompts, significantly simplifying the design process by allowing users to generate images, text effects, and vectors quickly and easily.

- Ethical and Responsible AI Use: Adobe emphasizes the responsible use of AI with initiatives like the Content Authenticity Initiative, ensuring that creations are ethical and that digital content's origins are transparent.

2. The Impact of Adobe AI on GTM Teams

The incorporation of Adobe Firefly's AI capabilities into Adobe's creative suite fundamentally alters the landscape of content creation for GTM teams. The impact of these AI tools extends beyond simple efficiency improvements, influencing everything from campaign agility to cost management.

- Enhanced Creative Agility: The ability to quickly produce and modify high-quality visual assets allows marketing teams to respond swiftly to changing market conditions and campaign needs.

- Cost Efficiency in Content Production: By reducing the reliance on traditional content creation methods, teams can lower costs while increasing output, leveraging AI to automate repetitive or complex design tasks.

- Consistency Across Brand Materials: Generative AI helps maintain consistency in brand visuals across various platforms and campaigns by standardizing elements like colors, fonts, and imagery styles through predefined prompts and settings.

3. Why GTM Professionals Should Care

In a rapidly evolving digital marketing environment, GTM professionals must leverage every tool available to maintain competitive advantage. Adobe Firefly's generative AI capabilities offer distinct advantages that can transform traditional marketing approaches.

- Market Differentiation: Utilizing advanced AI tools like Adobe Firefly can differentiate a brand in a crowded market by enabling the creation of unique, engaging, and visually appealing content that captures audience attention.

- Personalization at Scale: AI's capability to tailor content based on specific audience segments or individual preferences can significantly enhance personalization efforts in marketing strategies.

- Global Reach and Localization: With support for creating content in multiple languages and adapting to cultural nuances, Firefly aids GTM teams in crafting campaigns that resonate well across different global markets.

4. The Future of GTM Teams

As generative AI technologies like Adobe Firefly become more integrated into marketing workflows, the future of GTM teams looks increasingly digital and data-driven. The evolution of these tools is set to redefine the boundaries of creativity and efficiency in marketing.

- AI-driven Creative Processes: As AI technology evolves, GTM teams will increasingly rely on AI to drive the creative process, from initial concept generation to final content production, making workflows more efficient and innovative.

- Integration of Advanced Media: Future developments in Firefly are expected to include capabilities for handling more complex media types like 3D, animation, and interactive video, expanding the creative possibilities for marketing content.

- Data-Driven Content Optimization: With the integration of AI, GTM teams will be able to use data insights more effectively to optimize content dynamically, adjusting strategies in real-time based on engagement metrics and audience feedback.

Scalenut has been a tool my team in product marketing has used this last year and I have found it to be an amazing one to use for several reasons, but before we jump into that, let's talk about what it even is in the first place.

Scalenut is a comprehensive AI-powered platform designed to assist with SEO and content marketing. It integrates advanced technologies to streamline the processes of content creation, optimization, and SEO strategy. Here’s an overview of what Scalenut offers:

- AI Content Creation: Scalenut utilizes artificial intelligence to help users generate content quickly and efficiently. This includes tools for writing, rephrasing, and generating creative content that aligns with SEO best practices.

- SEO Tools: The platform provides various tools to enhance search engine optimization efforts. This includes keyword planners, content optimizers, and traffic analyzers, which help identify SEO opportunities and optimize content for better performance in search engine results.

- Cruise Mode: A standout feature that allows for the automated creation of content by simply entering a primary keyword. This mode helps in producing SEO-friendly articles rapidly, leveraging deep learning and natural language processing.

- Analytical Insights: Scalenut offers detailed insights into content performance and competitive analysis, enabling users to refine their strategies based on data-driven decisions.

- Ease of Use: With features like a Chrome extension, Scalenut is designed to be user-friendly, making it accessible for marketers and content creators of all skill levels to produce high-quality, engaging content.

The Impact of Scalenut AI on GTM Teams

The integration of AI into Scalenut’s tools significantly impacts how GTM teams manage content strategy and SEO, offering a blend of efficiency and effectiveness in digital marketing efforts.

- Streamlined Content Workflow: Scalenut's AI features automate and simplify various stages of content creation, from planning to optimization, which can significantly speed up the content lifecycle.

- Data-Driven Decision Making: With real-time analytics and SEO insights, teams can make informed decisions that align with strategic objectives and market demands.

- Scalability and Flexibility: The platform’s ability to handle large volumes of content and adapt to different content strategies makes it ideal for businesses scaling their operations.

Why GTM Professionals Should Care

As the digital marketing world becomes more data-driven and competitive, GTM professionals need tools that can provide both strategic insights and operational efficiency.

- Competitive Advantage: Scalenut’s AI-driven tools offer GTM teams a competitive edge by enabling faster and more effective content marketing strategies that are both SEO and user-friendly.

- Cost Efficiency: By automating routine tasks and enhancing content quality, Scalenut helps reduce operational costs and resource allocation for content development.

- Enhanced User Engagement: Through optimized content and improved SEO practices, Scalenut helps businesses better engage with their audience, driving higher traffic and conversion rates.

Scalenut, while primarily designed for SEO and content marketing, can also be beneficial for other teams such as enablement, sales, and revenue operations (revops). Here's how these teams can leverage Scalenut's features:

1. Sales Teams:

- Content Personalization: Sales teams can use Scalenut to generate personalized content and communication for leads and customers. The AI-driven content creation tools can help craft tailored emails, proposals, and presentations that resonate with the specific needs and interests of potential clients.

- Competitor Analysis: By using the SEO and SERP analysis features, sales professionals can gather insights about competitors’ strategies and market positioning, helping them refine their sales pitches and strategies.

- Training Materials: Scalenut can assist in the creation of sales training materials. Using AI to draft informative and engaging content can help in educating new sales representatives faster and more effectively.

2. Enablement Teams:

- Educational Content Creation: Enablement teams can use Scalenut to develop comprehensive training and development content. This could include creating detailed guides, FAQs, and course materials that are SEO-optimized to ensure easy accessibility via internal search tools.

- Documentation: For teams responsible for creating and maintaining internal knowledge bases, Scalenut’s AI writing assistants can streamline the creation of detailed documentation, policy updates, and procedural guides.

3. RevOps Teams:

- Analytical Reports: Scalenut’s analytical tools can help revops teams monitor and analyze website traffic and engagement metrics. This data is crucial for optimizing operational strategies and forecasting.

- Content Optimization for Lead Generation: By optimizing content for SEO, revops teams can increase the organic reach of their operational and promotional materials, potentially leading to higher lead generation and improved conversion rates.

- Automated Content Updates: With features like Cruise Mode, revops teams can automate the updating of frequently changing information, such as pricing pages and product descriptions, ensuring that all operational content is current and accurate.

Overall, Scalenut provides robust tools that can enhance the efficiency and effectiveness of various non-marketing roles within a company. Its capabilities in AI-driven content creation and SEO optimization make it a versatile tool that extends beyond traditional marketing uses.

Comment below! Tell me your thoughts and thank you!