The Ledger, every show

“Google search is one of the best channels we had in B to B. 80% of all purchases started on Google search. It's predicted by 2027, 95% will start in LLM.”

“And we've seen like AI may be one of the few platform shifts that actually skews towards the monopolies and conglomerates versus like these individual Companies who just get sucked up and there are features of these existing platforms that get kind of skews to…”

“What I see is AI is starting to collapse all of that into a single function, which is like an AI innovation pod. And the AI innovation pod is trying to figure out How do we deploy AI across like go to market to make it a much more efficient go to market?”

“Six months ago, it was 250 pieces of content scraped, and they give you one visit back. Today, it's 1500 pieces of content scraped, and they give you one visit back.”

“Now informational content. I just don't see value in it long-term anymore because people's consumer habits are going to change to just get all of that from AI.”

“And if Europe want to be a hub for excellence and innovation, the rules and regulations we have are forcing founders to still, I think, gravitate towards the US.”

“Well, I think the CMO that is really fucked is the one who does people management and moves budget around, right? I think the future is really for super ICs. I think the CMO can actually do the craft. Use AI, ship things, understand how to do things because th…”

“Growth could be applicable pre-product market fit, right? When you actually are trying to figure out how do I instill these mechanisms within my product To better acquire people, to better onboard people, to better retain people. It's built into your product r…”

“I think that is where we're going to go in the future and that you have a singular team looking across the entire go to market, whether that is the self-serve part, the sales led part, the customer success part, the customer support part. Because again, AI is …”

“I think every function is going to be smaller in the future.”

“I think there are some good use cases for agents, but I do think that in a lot of cases today, AI is still not reliable enough where you can guarantee an autonomous agent can do multitask goal in a reliable way where it will kind of give you the same thing bac…”

“And so actually people could ask questions about your product in hundreds of ways. And actually what you need to do for AI search optimization is have hundreds of, like, micro versions of your product page tailored for all of these different audiences.”

“I think it's the most defensible part of an LLM.”

“The big change is, and it's a change we have to get comfortable with is, share of voice is a more important metric for LLM optimization than traffic.”

“What I see happening is we're going to go to a place where we're going to have a lot of like super ICs and generalists that are enabled with AI, but can do much, much more.”

“I honestly think that maybe it's like three to five percent.”

“There may be like AI is somewhat of a tailwind for like maybe 12 months or 18 months for the best people. And then who knows after that, maybe a headwind across everything.”

“And like AI is a phenomenal unlock for product-led growth because product-led growth will get naturally built into every single product because every single product will have a natural language interface. And so like you will actually be able to onboard the pr…”

“Marketing, I think might move from like more of a Channel domain expertise to more a generalist. Like we have generalists in early startups. I think that will actually be true of late stage companies because these generalists will be able to stitch together li…”

“An average marketer at a great company makes more money than a great marketer at an average company, right? Because they can ride the gravy train to success.”

“To me, the whole, every tech brand in the future becomes a media brand because we have something to say.”

“We did the hustle deal. We did not do the hustle deal based upon metrics, right? We did not pitch the board and say, oh, these are all the kind of cool metrics. It's a bet on how we want to be seen within the future, how we want to build our audience in the fu…”

“If we tie everything to revenue, then we're all going to do the same stuff. Like, we really are going to do the same stuff for the most part. It's not going to differentiate that much, and it's hard to build something differentiated when we're all measuring ou…”

“Yes. I think we're going to price agents against human labor costs, outcomes.”

“We have an AI chat agent that is able to sell now. It's booked in meetings. It's doing sales.”

“And if you had told me 12 months ago that we could use AI to like five X the conversion rate on email, cause I'm like, ah, look, there's only so much personalization you can do in an email.”

“And the reason we do segment-level marketing is because we need a broad enough group of people to go after to make it economically feasible for us to have a certain size of marketing team to market to you, right? We can't market to, like, Very, very fine. We c…”

“That's on over, like, 35% of all searches today have some sort of AI overviews experience, and so that's rolling out much more rapidly.”

“And there's a dental practitioner in the LA who created this kind of looked like a vlog of a gorilla doing a parachute jump, losing his teeth, and then go into his practice to get them fixed. And it went viral. And he apparently booked up his dental practice f…”

“The real winner of AI search so far is like Quora. Quora is actually, you know, Their number of citations are seen in Google AI overviews has drastically increased because what I said was there's many ways to ask these questions now and AI wants all of that da…”

“If you can't do something in six weeks, it's not worth doing. If you're in growth, right, you actually have to have minimal viable experiment. Figure out if you can do that thing and see a success, what I call an exit metric, but see a success metric after six…”

“I don't see Claude as being as good as Lovable or Repplet. I think it's much more between Repplet and Lovable”

“If you look at where I think things will go with the evolution of AI, people will want to talk to people, so like community becomes much more important, referral becomes much more important, where the mouth becomes much more important. All of these things are …”

“Cause like, cause I think the over index of measurements forces everyone into the middle and everything becomes like mundane and lacks creativity.”

“And we got incredible talent that I think is a real moat against most B to B companies. Cause they do not have this talent within that company.”

“I think growth could be applicable pre-product market fit, right? When you actually are trying to figure out how do I instill these mechanisms within my product to better acquire people, to better onboard people, to better retain people, it's built into your p…”

“Proper growth function is series A and beyond, right? And that's like typically the advice you would give, like series A beyond, you have users, you have things that you want to start to actually grow.”

“A lot of the times I've talked to founders in pre-product market fit, they're obsessed over things that just are not that important right now. They don't need to worry about how do I build great onboarding flows. They don't need to worry about how do I build v…”

“In a marketing and sales led business where you have a demo trial, you really have the growth teams you find in those businesses sit on marketing and they just run performance marketing. So in the heyday, they were called performance marketing, but growth soun…”

“Brands who don't get with that and don't know how to plug into the culture of today and sit in the middle saying boring things and being boring in terms of their product position and brand, I think they will They're going to struggle.”

“I think creativity and brand is how you build a big company in the future.”

“I think the number of winners in community led group is small, but they get exponential returns because how many community communities can someone be part of two, three. So a small amount of winners, but they get exponential returns.”

“I think most of the horizontal tools, they stay horizontal to get mass distribution and they verticalize to monetize.”

“No, we haven't. Which is why I think I'm going to get in trouble for saying this. So we have a growth team that are very much focused on product led. They do really great work. We have an internal team that is trying to work across AI innovation across like hu…”

“What we have found is the more that we customized a prompt for our needs and the way that we customize that for our needs, the results are much, much better.”

“We are redeploying those teams to do other important work.”

“The number one tip I can just give anyone to get better at prompting is to ask the AI to create the prompt.”

“We've seen a five X increase, but it's still less than one percent of our traffic.”