Automate Hundreds of GTM To-Dos with Copy.ai
Kyle Coleman, Chief Marketing Officer, at Copy.ai demo just a few of the many GTM use cases you can solve using their powerful, pre-built workflows.
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Hello, everyone, and welcome to Go to Market AI,
the future of your Go to Market tech stack.
I'm your host, Sarah McConnell.
These days it seems like every company has AI,
but on this show, we want to go a level deeper so you can see firsthand how
companies are actually applying AI to solve your business challenges.
We're going deep into the use cases and showing you
live demos of the latest and greatest in AI technology.
Today, I'm so excited to be joined by Kyle Coleman,
Chief Marketing Officer of Copy AI.
Kyle, welcome to the show. I'm so happy you're here.
>> Thanks for having me, Sarah. I'm really excited.
>> Perfect. The first question I want to ask is,
who is Copy AI? What do you guys do,
and who are you helping in the market?
>> It's a great question, Sarah.
It's a very different answer if you had asked me 12 months ago versus asking me
now.
Because 12 months ago, we were this prosumer,
PLG AI marketing app for
copywriting and content marketers and things like that.
The platform has transformed over the last six or so months,
where we now have this concept that we call Workflows.
What Workflows are is they're effectively series of prompts that you chain
together
to accomplish some specific go-to-market action,
some process for a marketing team or a sales team or an operations team or
something like that.
For example, it's not just about summarize a call from a Gong transcript or
something like that.
It's given a Gong transcript,
find the aha moment where the prospect was most impressed,
take that section of the transcript and turn it into an SEO blog post.
So Workflows like that that can take a lot of the tasks,
automate a lot of the repetitive types of mundane or below-the-line things,
and produce real valuable outcomes or outputs for members of the go-to-market
team.
>> Amazing. I feel like you gave a really good prayer to you,
but I would love to jump into the demo then and get a behind-the-scenes look at
how copy AI works
and see some of these Workflows in action.
>> Awesome. I'm going to focus mostly on sales use cases for today,
because I think they show a little bit better,
but just this is my preamble to say.
This is snowflakes on the tip of the iceberg,
like the usefulness of the product and the value of the product is that there's
extensibility for whatever user, whatever use case you can come in and you can
be super
inventive and I'll show you how that can happen.
But we're going to focus on sales use cases because they're, I think, pretty
cool.
So here we go. When you log in to the application,
which has a free trial, by the way,
if you go to app.copy.ai, you can log in and you can start running these Work
flows today,
I mentioned we have this paradigm, this concept of Workflows.
The way that we've organized them is by functional area effectively.
So for prospecting Workflows, deal management use cases,
all the way down the line, marketing ops, et cetera.
And so all you have to do to run one of these Workflows is just click one.
So if I want a researcher private company or if I want to find prospects,
let's start there, find prospects.
All you do is click that workflow and here is what you need to do.
Which company are you prospecting?
What's the definition of the ICP that you are trying to prospect into?
And how many people are you looking for?
Now behind the scenes, what this is doing is here are the prompts.
So instead of you having to be a prompt engineer,
you know, a PhD level person that knows how to manipulate LLMs,
all of that is done for you.
So each of these steps in the workflow, we call them actions,
comes pre-built with these prompts.
You can adjust the prompts if you want,
but we have professional prompt engineers that are doing every single one
of these queries that you see and chaining them together so that you don't have
to.
So when you go and run this, and actually already ran it,
it takes about 30 seconds to run, which doesn't sound like a long time,
but if it was just you and me staring at each other's error,
you'd be like, come on, let's get the show on the road here.
So I did it for Qualified.
And what I said was I want to prospect into Qualified
and give me, again, we sell to the most senior level sales and marketing people
So the difference here is this is a natural language way
of giving you my ideal customer title.
It's not me having to go into LinkedIn Sales Navigator
or go into Zoom info and do all the checkboxes and write CRO or VP of sales
or RVP or AVP, and I inevitably miss something.
Let's let the AI do that for us.
And you can see here, that's exactly what it does.
So it's constructed this query that says, here's who to include,
here's who to exclude, and then it applies this query to a database
that we have live running in the background,
and it pulls out the right people that we should be reaching out to.
So here they are.
I don't know who Crystal Wright-Meyer is.
Let's see who she is.
Keep.
Nice.
Senior level product marketing person.
Boom.
And we go all the way down the line.
And so you can, from an operations standpoint,
you can then chain another workflow onto here that says,
create these prospects in my CRM, create these prospects,
and then send them a personal email that we can write
based on researching them.
And so you can have this really nice series of prompts,
effectively, to accomplish whatever use case
you want to accomplish.
I'm going to pause there for a second,
see if there are any questions, comments, concerns.
No, I think one thing that really stands out,
the, you made the mention of like,
we're not professional prompt writers.
I think last year with the emergence of chat GPT,
I quickly realized that I am not great at GPT prompts.
So the fact that copy AI has built that for you one,
I can see immense use cases for.
And two, I love that it shows you the query
so that you can actually see, I think there's something really
unique with this new emergence of AI being built into products
and showing your end users the actual outputs
and how it's working and giving you kind of that behind the scenes
look of the AI in action.
So that really stood out to something,
as something for me that I love being able to see,
like this is the real output that we're working against,
that kind of natural language question that you asked again,
I don't have to, I've done the same thing in LinkedIn before.
I'm like, I can't remember all the titles,
there's demand gen specialist and manager and VP and SVP and EVP.
And the list is endless.
So I really do like that natural language side of it.
So that's awesome.
At that library, it was extensive.
The use cases really are just snowflakes on the iceberg.
- There is no shortage.
And what's really cool about the workflow library that I showed,
and let me just click back to it real quick,
is each of these workflows were created
with subject matter experts.
And so I'll show you the research private company here
one in a moment.
So again, if you want to use that,
just go into the workflow library,
click research private company.
And here's what it is.
I sat down with our product lead.
I sat down with our prompt engineer
and painstakingly for an hour, poor them.
They had to listen to me,
go through my process of when I'm building an account plan
for a private company, what am I doing?
And then they took my logic,
'cause I've been doing this for 10, 12 years, whatever it is,
and they coded it into this series of prompts.
So a private company is a little trickier
to find information on because they don't do an annual report
or something like that.
And so I talked to our product team and said,
"Here's what I look at.
"Where are their open job openings?
"Let's look at some of the key language from those openings.
"Let's research the CEO,
"try and find some interviews that he or she has done recently.
"Let's scrape those interviews to find the key nuggets.
"Let's go down and look at recent press releases
"or funding news and try and find some nuggets there.
"Let's go to their website,
"understand the language that they use
"so that we can show up in a way
"that's gonna be contextualized and make sense to them,
"and then give it to me in one tidy little report."
And that's exactly what happened here.
So let me show you.
I already ran it for Qualified.
So all I did is I put in Qualified.
I put in a little bit of a two-sentence value prop
for what CopyAI does,
where a GoToMarketAI platform powers use cases
the whole GoToMarket team,
and you'll see why this is important here in a second.
And here's what happens.
The AI goes and does all the work.
Looks at the job openings, summarizes them for me,
looks for where the CEO has been,
what they've been talking about,
finds all those things,
sources or links back to it.
So now I can go and I can see
if I want to read the full thing.
I can go and do that very quickly and easily,
and I'm gonna just scroll down to the main thing here,
which is, here's a lingo map.
So I'm making sure I'm using your language
when I'm reaching out to Qualified.
And here's the final report.
So the main thing that I'm looking for
when I'm building the Cal plan
is where are they placing bets for growth,
where their focus areas,
and what are their likely challenges going to be?
So that's what these top two sections are.
Growth bets and challenges.
And then what the AI does
is based on the value prop that I gave it,
let's brainstorm some angles,
let's brainstorm some means by which I should be
showing my value when I'm reaching out to folks
at Qualified given everything that we just learned.
And that's what you see here.
So here's how copy AI can do XYZ all the way down the line.
So this is my sequence.
This is my LinkedIn messaging.
This is my talk track.
This is my video messaging script.
Like right here.
And now again, I mentioned it before.
Let's take that first and now second use case together,
find the prospects at Qualified.
Write or find relevant angles for those prospects.
And now I can chain the same sort of workflow
onto this to say, let's write them a cold email,
personalized cold email.
And I can input all that information
and get my series of emails just like that.
- That's amazing.
I know I've talked to our AEs at Qualified
and they've talked about just that use case
and the workflow you kind of spoke to
which is when they're researching private companies.
One, I feel like there's a lot of variation between AEs.
Not everyone does it the same.
So there might be information that's missed.
And on the other side, even if they run through
all of those prompts that were in that particular workflow,
being able to ingest that information
and then write it in a way that's useful.
So that end report of like, hey, here's the report
and here's how you can utilize this actually write it.
One, I know that when I say our AEs,
like I've talked to them,
I know even just sourcing that information,
let alone then digesting it, writing something,
turning it into cold emails takes them a good number of times
if they're going to do it well.
So that's an immediate thing that I know our AEs could use
because they've told me about it.
They've told me what a painstaking process that is for them.
And then one, I know I can scale it across the whole AET,
the whole sales team.
I'm not worried that there's one AE that's doing
not the best job of doing that research.
So that's awesome.
- Exactly right, Sarah.
And importantly, to your point,
like a lot of the reason we think of ourselves as a platform
is for integrations, ease of use and extensibility.
And so one of the main challenges that many teams have
is they've got a billion tools already.
It's like, oh God, another tool I'm going to have to switch
between and all this stuff.
And so we're trying to be smart about how we manage that.
One way is if you're an operations person,
you can trigger that account research workflow to run
against every account that's already in your CRM.
And you can append your account records in CRM
with all that information.
So then when you deliver your territories
when the new fiscal year kicks off
and you give out 100 accounts to each seller,
they get the super rich, really detailed starting point
for their prospecting.
You, operations person, will be a super hero
if you can deliver that kind of value to these folks.
And it's not to say that the sales person
shouldn't be thinking about their accounts.
Of course they should.
What we're trying to do here is save the 10 hours
that it takes to read a 10K and allow the rep
to focus the 30 minutes an hour, whatever it is,
on really being thoughtful about, okay,
what is the value prop?
What is the messaging?
Who are the customer stories that I should focus on?
What testimonials could I give?
All those types of like sales strategy things,
we just don't have a little time for that right now.
And so they get skipped and so our reach is bad.
And then, you know, it's kind of a downward cycle.
And so hopefully we're giving sales people time back
to be able to be more thoughtful,
to be more strategic and ultimately to be more human.
That's one way is directly piping it into your CRM.
The other way that we have is we have this concept of forms.
So what we're looking at here,
this is the same, we were just on this research private company,
we just ran this.
We have this concept of forms,
which is you could take this,
let's say you don't wanna do the auto append my CRM.
And you can just embed this form
in your productivity tools like Slack or Teams
or in your company wiki or whatever it is,
so that when one of your sellers needs to build
an account plan, all they have to do is fill out this form.
They don't need to switch or log in
or do any of the things that's all here for them.
- It's amazing.
I just think about all the times
that I've tried to search through Slack and find stuff
and I can't and it's buried and I don't know what tool it's in
and being able to just put it in there
and pin it into a channel or something, immediate value.
Like I absolutely could see our team
using something like that, so that is very cool.
- There you go.
So I mentioned that one of the other main things
that we're trying to do is we're trying
from a platform standpoint is allow for extensibility.
And so we have this concept of a workflow builder
to say if you're in the workflow library
and for some reason or another
you don't see what you're trying to do,
well then what do I do?
We don't want you to just get stuck.
And so we have this workflow builder.
So instead of you having to go to chat,
GPT or Bard and write the prompts and all the things,
you can just create your prompt here.
So I'll just do a really simple one.
Something like given a LinkedIn URL,
find the persons all the more.
'Cause this could be useful if you,
you know, March Madness is upon us,
if you want to make the bet to say,
hey, if your team wins round one, you know,
lunches on me, if they lose, take a demo,
you've got things kind of popular.
And so all I do is write that one sentence
and I just ran this.
'Cause it takes again about 30 seconds or so to build.
And here is what was built.
So given the LinkedIn URL,
that's all the user needs to give,
the action's already written for me,
script or profile, extract their education,
extract the all the modern name, sweet.
And then I can test this with you
and let's see if it works.
Did you go to Cal Poly?
- I did and I wish that it was a cooler March Madness school
and actually that I'm gonna use gaze.
So if you're listening to this and you want to use
a March Madness use case against me,
probably not the best off of matter
to use that outreach tactic.
But yes, I did go to Cal Poly and I loved it.
- There you go, there you go.
Yeah, is Cal Poly ever been in the tournament?
- I don't know.
I wouldn't say Cal Poly is the really well-known score.
- Hey, listen, I went to the college of William and Mary.
We have zero NCAA tournament appearances to our name.
So I can commiser it.
- It was a little fun school, engineering and agriculture,
but sports not really our jam.
- I was like, try corner hats and churning butter.
So like Williamsburg, Virginia is not the epicenter
of fun to all its kids.
So there you go.
So go to market AI platform.
It's meant to suggest out of the box use cases
so that you can go get immediate value.
It's also meant to be extensible
so you can invent your own use cases
and importantly integrate with your current systems
so that you don't have to do a ton of change management.
Meet your people where they are,
deliver instant immediate value,
and hopefully again, free up time
so you can be more thoughtful, more strategic.
The same sort of things that we just showed
exist on the marketing side.
Creating content from a sales transcript,
localizing content into different languages,
creating on-the-fly testimonials given a industry
or a persona or something like all of these things,
they can happen just in the sap of the fingers
and it's pretty cool.
- That is amazing.
And you mentioned earlier, is it true, Kyle,
that someone could go look at app.copy.ai
and play with this and see some of that library themselves?
- Indeed, yeah.
You can free trial.
Now the free trial is limited to what we call credits.
We're a consumption-based revenue model.
And so basically the cost that we incur
is how expensive is your query to send to the LLM.
And so we give you a little bit of a taste
but we need to limit that
'cause we're startup
and we need to stay in business.
- But very cool that someone can go check it out right now
if you're listening to this episode
and you wanna go see for yourself.
So Kyle, with that being said, thank you for the demo.
That was fantastic.
I would love to move into our Q&A if you're running.
- I'm ready.
- So the first question I love asking to companies
that have .ai in their URL,
but I will ask it anyways,
which is how long has copy.ai
been building.ai into your product?
- Since day one, since day one.
And the journey's been really interesting, Sarah,
because the founders have been in and around AI
for years and years and years.
But this is their first time founding a company.
And the founding story was they found a ton of value
in the marketing application,
the copywriting application,
hence the name copy.ai.
Now what's interesting is we got,
I wasn't here, I can't take credit for this,
I wish I could.
We have 15 million users,
15 million users in 18 months,
it's absolutely out of control.
There's so much demand for that marketing use case,
for these go-to-market use cases.
But to their credit, the founders saw that,
that kind of downstream marketing,
copywriting application was becoming somewhat commoditized.
But they had been building this infrastructure
for this workflow automation type platform.
And now that's the current instantiation of the product
is this and there's plenty of just incredible things
to come, but AI since day one.
- Amazing.
And is what you showed today in the demo,
is that all available for your customers right now?
- All available, none of this is vaporware.
- That's amazing.
And speaking of customers,
do you mind telling us who a few of your customers are?
It sounds like you have a ton of users.
Do you have a few of them that you want to give a shout out to?
- Yeah, so I've, man,
some of the used cases that I've seen,
I'm like speechless because it's so cool.
So Lenovo is one of our bigger customers.
They have something, they're global,
they've been around for a long time.
They have this whole slew of products
and they have something like 4,000 case studies
over the app that they've amassed over the years,
Sarah, 4,000 case studies.
And I was talking to their head of enablement
and he was like, we have so many,
nobody uses any of them.
It's like this strange paradox of choice.
And so what they have built is they uploaded
all of those use cases into our platform.
We have this concept of info base.
So you can kind of think of it as
the large language model is generating content.
The small language model is your data
that is learning from your brand voice,
your information, your language, whatever it may be.
So info base creates this other model
for the AI to learn from.
So what Lenovo did is they uploaded all of these case studies
into the info base.
And then they created this little wizard that says,
"Your rep login, give me the product you want to sell,
the persona you want to sell to,
the buying stage that they're in,
and their segment SMB, Midmarket Enterprise."
And then the AI goes and it reads through all 4,000 use cases
and it creates a custom testimonial sheet
based on those inputs that the seller gave.
So all the seller has to do is just go in, click, click,
click, here's what I want and they get it immediately.
And I saw that and I was like, oh, get in.
(laughing)
So cool, it's so cool.
And we've got the same thing.
Like it used to take JP Morgan Chase,
I think some like four to six weeks
to get a landing page live and localized
in all their different languages.
And now it takes two minutes.
It's like all of these things and all these customers
that are just doing incredible things.
And largely it's use cases that we had never thought of.
We didn't create a purpose-built application
for localizing landing pages.
It's not just like one small point solution.
What's cool is that here's what's possible.
You're the keys, go drive the car,
wherever you want to drive the car.
And seeing where their destinations end up
is just, it's always fascinating.
I'm getting goosebumps thinking about it.
So cool.
That is really cool.
And then what's next for CopyAI's roadmap?
Where are you guys taking this company
and what are you doing?
Yeah, we want to become more of the business brain
for every company.
And so the better our data,
and I know this isn't necessarily the most glamorous answer,
but I promise it's really important
that the better our integrations can be,
the better our data layers can be,
the better we can marry all the structured
and unstructured data together,
the better the outputs are gonna be.
And so we want to be able to ingest
any sort of data, structured, unstructured,
whatever it may be,
and then train the model to be responsive to that data
so that you can come in as an end user
and you can ask and answer any question,
create any output, do whatever you want to do
to power you, your job, your team, your department,
your company.
So that's, I know that's somewhat opaque
and is somewhat ambiguous,
but that's the roadmap is we want to be
a broader sort of data center for your company
and then make sure that the outputs
that you create are what you need.
That's amazing.
And then the last question is your go to market team,
are there any other AI products that you're using
besides your own that you found really useful
or that you want to give a shout out to?
- Our development team uses all sorts of AI products
for not just for coding, but for application monitoring,
for it's just everywhere.
It's everywhere, Sarah, like it would be irresponsible
not to and it's not, you know, a lot of people say,
oh AI, that's just gonna replace jobs
or reduce head count or whatever.
That's not what it is.
I haven't really heard many cases of that.
It makes people more productive.
Like instead of me having to spend hours and hours
and hours writing a press release,
I can just record a transcript
and then run it through the generate press release thing
and like boom, so now I get my first draft
in 10 minutes instead of two hours.
And what do I do now with that extra hour and a half,
two hours that I just saved?
I get to go and be more strategic, execute more.
And so we're seeing this happen in pretty much
every function you name it.
And trying to leverage our product as much as we can
certainly on the go to market side.
- Absolutely.
Well Kyle, thank you so much for joining the show today.
It was great to have you on.
I loved the demo.
It was incredible seeing just the breadth
of what you could do with CopyAI.
So thank you so much for joining and taking us.
- It's an absolute pleasure.
Thanks for having me, Sarah.
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