Sarah McConnell & Molly Bruckman

Deliver Personalized Buying Journeys with Mutiny AI


Molly Bruckman, Head of Growth Marketing at Mutiny, shows us how AI can help you easily generate relevant website experiences for your different business segments.



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[MUSIC]

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Hello everyone and welcome to Go to Market AI,

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the future of your Go to 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 a 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 use cases and showing you live demos of

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the latest and greatest in AI technology.

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Today I'm really excited to be joined by Molly Bruckman,

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Head of Growth Marketing at MUNI.

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Molly, welcome to the show.

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>> Thank you so much Sarah, I'm so excited to be here.

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>> I'm so excited to have you on.

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I love MUNI's product.

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I know other marketers have been raving about what y'all are doing.

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So I'm really excited to see your guys' AI offering.

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But before we jump into the demo,

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I would love to just hear from you a quick,

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who is MUNI, what do you guys do and who are you helping?

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>> B2B marketers use MUNI to quickly and

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efficiently generate pipeline across channels and activities that they're

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already investing in.

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So their website, paid media, account based marketing and more.

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We need plugs into your company's data and your website to identify who's on

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your site,

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who you should target, where you should target them and what you should say.

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So MUNI's AI automates that tedious process of ideation,

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content creation and experimentation to make all of that really, really easy

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for you.

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Over 150 million people have actually seen an experience.

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MUNI has personalized on the web and that lets us see what's working for

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different audiences,

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like telecom companies or large enterprises.

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So for example, a tech startup founder that comes to your site would see

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different messaging,

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different features, different pricing and different social proof than an

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engineer from

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Big America would see on your site.

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>> Absolutely. So with that being said,

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I would love to see this in action because I think your product is so cool.

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So Molly, can we see a demo of MUNI's AI functionality?

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>> Yeah. Absolutely.

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So here is our inbound dashboard.

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This gives you a summary of what you have running already.

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And so in this case, this is of course all demo fake made up data,

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but we have three segments that are running right now,

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a segment for startups, a segment for B2B tech and a segment for large

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enterprise visitors.

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And this data comes from first and third party data sources like Clearbit,

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Sixth Sense, your CRM data like Salesforce, HubSpot,

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Marketo, marketing automation data, and then also like add campaign data,

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what ads you're running and CRM data or CDP,

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whatever acronym you can do after there's probable.

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>> What?

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>> ARR, ACV, it's all in here.

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But yeah, basically you can combine any of that data that you have integrated

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to

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build segments and target visitors that are coming to your site.

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So I want to walk through creating a new experience.

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So I'll start here with creating an experience.

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And this is kind of the first place you start to see the AI magic of MUNI

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starting to show up.

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So these kind of purple recommendations.

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What we're going to do to start creating our experiences first set our goal,

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then choose the page that we want to target and then choose the segment that we

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want to target.

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And so as we kind of select these things,

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we can see a data estimate on this right hand panel telling us if we want to

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increase

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this goal on these pages for this segment, how many visitors are we going to be

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targeting,

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what is their conversion rate and how many additional conversions can we expect

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to see.

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In this account, I only have all conversions as a goal.

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But of course, if you really had your account set up, you might have demo

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request,

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you might have free trial sign up, you might have blog conversions or

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web or white paper downloads, something like that.

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But I'll just choose all conversions.

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And then I get to see the pages that I can target.

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So mutinies recommending front.com, front.com/product,

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and then team/customer support teams.

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So these recommendations are the first place you start to see the AI come out.

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Without this, the process is like marketers have to come up with,

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who should I target, where should I do it?

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Like there's so many possibilities for what you might want to target.

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It's hard to kind of prioritize.

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So mutiny is bringing in context on which pages are you putting paid dollars

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behind, which pages have a lot of visitors who aren't seeing personalization

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today,

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which pages are having, like have high conversion potential,

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which have different, which are generally higher converting or lower converting

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pages.

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So for instance, your sign up page is much higher converting than your blog

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pages.

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And so we can wait those accordingly.

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If you didn't want to choose one of these recommendations, you can drop this

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down.

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You can see all of your pages and the associated data on visitors,

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conversions, potential impact you have here,

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and you can kind of see why these are ranked the way that they are.

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I think this is really cool with the recommendation AI in particular,

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because I think about as teams get larger,

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if you think about where information is housed within an enterprise-sized

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marketing team,

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for someone that's using mutiny, you kind of made the point earlier of,

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you kind of have to decide if you don't have this recommendation AI of like,

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"Okay, what pages do I want to do it on?

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I have to go back and look at all this historical data.

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I'm going to try to piece it together.

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And if it's a large team, there could be different people that know different

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information

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and you have to go hunt all of this down.

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And I love that Unity is just bringing that all front and center.

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So no matter who's working on the product,

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no matter who's setting up this experiment,

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it's going to recommend that for you, based on a budget data that you would

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typically

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have to spend a bunch of time finding in your systems,

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and that maybe spread around across a bunch of different people on your team.

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So this is one of my favorite parts of AI,

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and I love to see it brought to life here in Mutiny.

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Yeah, absolutely.

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And I used to do that.

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I've been in the conversion optimization space for, I don't know, 10 years or

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something.

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And I started as an analyst, and my job was like,

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pull a bunch of data, do website analysis, come up with frameworks,

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figure out where we should target, and figure out the perfect way all these

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experiments

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staff together so we can optimize how we're running the program.

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And it takes months to do that really well,

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and sort of bring this all this type of speed and rigor and analysis,

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and just let you start without that panic, which I'm more a student-level

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worker worker,

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worker worker, have analysts, right?

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It's a huge like up.

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And then you get, like, as you click around here,

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you get to see these recommendations change,

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we'll pull up that screenshot of your site so we can start to think,

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oh, how would I personalize on this page, what ideas might I have,

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how much impact can I drive? You can also say, you know, maybe you don't think

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you can get a 20%

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lift, or maybe I like this page is horrible. I think I can double,

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can regenerate, you can kind of adjust that there and see that impact change

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here as well.

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So I'm going to choose friend.com. I always like to start on the homepage.

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I just think, you know, you can see it has the most traffic, and it's generally

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the broadest.

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So let's start there. And then you can see the segments here, and I don't know

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if you caught it,

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but the segments change based on what you select for the page too. So we're

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kind of reshuffling

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and reanalyzing based on what we see. So segments have some similar logic here

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in terms of the AI

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recommendations. Again, we're going to be looking at those number of unpersonal

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ized visitors,

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the number of, you know, potential impacts that we can drive, which is

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basically like a conversion

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rate plus this lift that you think you can achieve. So you can see that changes

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, I scale it around.

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And then in addition to kind of those components, we're also looking at your I

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CP. So we do an ICP

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mapping during onboarding. So we know what's important to you. We look at where

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you're, again,

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like where you're spending paid traffic, we're looking at just generally high

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value segments,

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like enterprise or high intent visitors, for example, like high intent segment

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here.

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So I'll choose high intent. And then I will choose create experience type.

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So now's the fun part. Now you get to actually like design your experience,

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which is really fun.

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So the high intent experience for your homepage, we have a number of different

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experience types

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here, page content. This means anything on the page is fair game. You want to

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change the headline,

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the images, the CTA is anything like that, you can change that here. But we

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also have component

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you can add so you can add a banner, you can add a side pop, we've got some

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surveys, we've got redirect.

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So a lot of different types of experiences that you can you can build here. But

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I'm just going to

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choose page content for now, because it's the most fun one to demo. And you can

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see

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this purple box here, like as I hover around, all of this is editable now. So I

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can start

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reimagining the experience. And this is where kind of like AI comes in as your

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co-pilot,

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as your little like assistant buddy to help you with copywriting, which is

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really helpful,

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because this is another big blocker. Oh, shoot, what do I actually say?

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And we have some pre prebuilt like shortcuts, you can also put in whatever

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prompt you want,

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but you could say, I want to change the tone to action oriented, FOMO-inducing,

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playful,

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professional, like maybe we try FOMO-inducing, and it'll rewrite a headline for

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us that sort of

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keeps this the same vibe of what we have today. The really cool thing about Mun

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ise AI versus just

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like taking the same thing and putting it into TatchyPT is Munise AI is trained

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on your website

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content. So because the scripts on your site, we have now scraped everything.

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So we know how you

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talk about your company, your products, we know your language, your tone. And

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so these tend to be

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much more out of the box on brand than what you get out of TatchyPT. But of

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course, I don't know

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that they'd say join front now, probably not. You can always like try again.

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And it usually

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gives you like a few different options that you can try there too. And then if

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you like it,

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you can click apply, you can see how it looks and you can continue to adjust it

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But I could also say something like, this is our high-intent audience. So like,

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tailor this for

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visitors ready to buy. We'll see what it comes up with here.

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Okay. I love that there's constant prompts to keep editing the AI so you can

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keep playing

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with it. Like it to the like, make it shorter, you know, change the tone,

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remove the jargon,

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like it can give you a starting place and then you can keep applying over and

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over until you get

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somewhere you like or use it as a starting point. Because I think you said it

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earlier, it's totally

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right. One of the hardest things of getting any edits on your website is

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involving the entire team

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and knowing where to start. Like it's always so much harder to start with just

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a blank piece of

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paper and start from scratch than to have AI give you these like generated

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ideas. It's learning

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from your entire website. It knows your brand, it knows your tone. And then you

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can edit it from

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there. Sort of like, I know what I've worked on lately pages before and I'm

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like, Oh gosh,

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to wear a shirt. Yeah, absolutely. And the like, just where do you start and

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how do you do better

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than what you have or, you know, how do you think about this audience or that

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audience? So I love

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this like, tailor this for visitors or tailor this per segment. Actually, by

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the time this comes

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out, I think that's going to be built into the presets too that Joel is about

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who you can like

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tailor to segment, which will be really helpful. Yeah, so you can you can edit

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the text really

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easily. You can also like maybe we want to say for high intent visitors, I want

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to remove all of

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these distractions. And so we can actually just delete like the navigation. So

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now they're kind

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of stuck here. Maybe I also know that these guys are not existing customers so

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they don't need to

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sign in. I can get rid of that too. And maybe I think high intent visitors need

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more

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pieces. Oh, I want to add now get started now and see how that does so you can

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like really,

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really quickly just tailor the content and start customizing for that audience

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in particular.

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I think I know this is what Mutiny is so well known for. And I think this is

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just my favorite part

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of your product that I've seen is instead of having to create all these

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separate lady pages,

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like I just think I've been marketing to your point like 10 plus years and the

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amount of time it takes

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to just keep doing okay, I've got a lady page for high intent and I'll have a

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lady page for

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enterprise. I'll have a lady page for this and to be able to set up a rebrand

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where you have to

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build up down where it is what pages or even have like I could if you track up

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them anymore and

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the ability to change it here and not have to get web development involved.

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Like we have a great

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web dev team at qualified. We love them, but like it is time consuming to get

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something to them,

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have them change things. So to be able to give marketers the ability to run

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these experiments

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and tests and make changes quickly without involving web development, I think

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it's just so cool.

13:46

Yeah, absolutely. And I know another like place where you get into the endless,

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I don't know if you want to call it micro sites, but like the endless like coll

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ared pages for all

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of your target accounts, for example, that is another place where you can like

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spend all these

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web dev effort on like creating one to one pages account. I'm not going to demo

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today, but

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Muni also has the ability to like create those one to one pages at scale using

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variableization

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and logic to originally actively create all of those different versions for you

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And then maybe I think this is cool, but I had another idea like I hate this

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video and I want

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to see what it looks like without it. I can create a second variation to that

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says like

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movie video. And let me just rename this one to update a copy.

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So this one, I think it just like pushes my content down too much maybe. So I

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want to delete

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that there. I can delete this box it is. And now I get to bring up these value

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props much higher on

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the page. Great. So I will, I'm happy with my experiences. Now I can review

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this. I can call this

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high intent homepage changes. If I wanted to set some tags, I could add tags to

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it

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and review kind of my settings here, which all look good. I can see these

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different variations.

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It gives me kind of a summary of what I've changed. I can like quickly see that

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preview here on the

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right too. And if it all looks good, I can hit launch. So that is again, like

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that's a process

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that I think in the past is like weeks, months, if you have your own house

15:40

testing, maybe you're

15:42

launching a test a month, but you can easily and minutes, like go from ideation

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to launch with.

15:49

Really that only took a few minutes. Since your point that would have taken

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even a really small

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agile team, that would have taken weeks. By the time you got copy written, you

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decided you looked at

15:57

old data, you decided what experience you even wanted to run. Yeah, that would

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have taken a really

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long time. So that's amazing that you could do it that quickly. Yeah,

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absolutely. And this is,

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this is now my baking show piece where I'm like, put one in the oven, pull out

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the one I started

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earlier. So for example, like this, this B2B tech segment that was already

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running to give you just

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a sense for the analytics that we track in mutiny, we get to see the

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performance over time

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between these different variations. We can break it down by other segments that

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you have or device

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type. So we can drill down that data really granularly. And then we can also

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see visitor engagement.

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So we can see like session rank, impact, bounce rate, impact, repeat visitors.

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So all of that data

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that you really want to drill into, you can take a look at in a lot of detail

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as well as looking at

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which conversions, you know, what was the impact on different conversions you

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have set up,

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which companies viewed this, the side and who converted from from each company

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as well.

16:57

Amazing.

16:59

Of course, that's like experience level analytics. We also have kind of program

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level

17:09

analytics to where we can plug into your CRM and pull in all of your deal data,

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which obviously as B2B marketers, we know like it's not a web conversion. It's

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like a series of

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activities across web, across, you know, sales conversations, events, all of

17:27

these different

17:27

things and attribution. I'm not going to start that open that can't award them

17:32

of an attribution

17:33

like our long episode, it'll take a real turn.

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But we do pull in data on basically anyone who has viewed experiences and then

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were associated with opportunities in your CRM. CRM and you can customize this

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to, you know,

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whatever attribution criteria you want. So if you had an impression or a

17:56

personalized impression,

17:57

any impression, first impression, last impression, how many days before the

18:01

deal was created

18:02

or deal was closed or won or lost. So you can really like filter this down to

18:07

find out what

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you're looking for. And you can filter to what segment they were part of, what

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experiences they

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saw, what stage in your funnel they're at. So you can, you can use this to

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filter what you want.

18:19

And we're sending the data back into your CRM also so that you can do that

18:24

analysis alongside

18:25

all of your other programs as well. This is really cool. As a marketer, I

18:29

really appreciate

18:29

how many different filters that you can apply here because I think sometimes

18:32

out of the box,

18:33

it can be really easy to look in products and see like a really high level, but

18:37

get down to

18:38

that nitty gritty of like, okay, I'm particularly interested in like this

18:41

business segment or,

18:42

you know, we know our deal cycles and like our conversion rates, we want to

18:46

look 30 days before

18:46

the op was open versus seven days. So the ability to put all of those filters

18:51

in to get a really

18:52

good like clean look at influence pipeline. As someone who spends a lot of time

18:57

looking at

18:57

pipeline data, I very much appreciate this. Yeah. And I'm sure you can imagine

19:04

it wasn't the first

19:04

version that we at least put our customers quickly told us never we need never

19:08

cover.

19:11

Yeah. Oh, yeah. But that was fun. Cool. Well, the the last thing you wanted to

19:19

show is our

19:20

playbooks, which I think is also like a really special part of mutiny. And this

19:25

is not AI generated

19:28

however, another really good place to just get inspiration for types of

19:33

experiences that you

19:35

can launch. And there are real experiences from our customers that you can

19:41

filter by

19:42

which marketing program you're trying to move the needle on what type of

19:45

experience or

19:46

which segments you want to target, what data source you're using. So you can

19:50

kind of

19:50

drill down to find examples and get inspired by others in the community. So you

19:56

can even click

19:57

in, you can see personalization on and off, you can see what changed, you can

20:01

see the impact that

20:02

this could actually drive for you. So for example, if I launch this for my

20:06

enterprise segment,

20:08

which is anyone with more than 1000 employees, that's 11,000 visitors on my

20:12

site. If I get the

20:13

same lift they got that's 800 more leads for me. Like this might be really good

20:17

. And I can create

20:18

that experience right away. I love this part of your guys's product, even if it

20:22

's not AI,

20:23

which I know that's what the show is about, but I still think this is so cool

20:26

to bring in actual

20:28

real use cases from customers have almost like a community prebuilt into your

20:32

product. So I'm not

20:32

going back and forth. I'm not having to go find it off site. Like it's right

20:36

here. It's right in your

20:37

UI. And then adding that customization to the right hand side of like, hey, if

20:41

you use this

20:42

place, you're such going to impact you. This is, this is really, really cool. I

20:45

love this.

20:46

Yeah, it's so helpful for new customers who are, you know, they love personal

20:51

ization. They like the

20:52

idea of it, but they're, you know, maybe stuck on what I actually or can you

20:57

show me examples from

20:58

other customers? Now they don't have to like wait for meeting with a CSM that's

21:02

right at their

21:03

fingertips. They can, they can do this. We also have our own community, M2

21:07

community,

21:08

which I also manage. And, you know, they can then say like, Oh, Benoit from

21:15

Live Storm did that. Would you introduce me to him? And you know, we can facilitate some connections

21:19

there and they

21:19

can chat about their experiences. Yeah, the M2 community is great. I've been in

21:23

there and you guys

21:24

do a really fantastic job with that community. So I love that it's all tied

21:27

together with,

21:27

with your product here. And I will say besides the AI part of the demo, you

21:31

guys just always have

21:32

such a good UI experience in here. Like it's so easy to navigate. It looks so

21:37

good as a marketer.

21:38

I appreciate all of your branding and how simple it is to use your products. So

21:42

you guys have just

21:43

done such a good job of building this out. Thank you so much. Well, with that

21:48

being said, Molly,

21:49

this was a great demo. Thank you so much for taking us through this. I love

21:53

what y'all

21:53

are doing over there at Mutiny. But I would love to transition now into our

21:57

lightning round Q&A.

21:58

If you're ready. All right, I'm ready. Hit me. Okay. So question one, how long

22:04

have you

22:04

guys been building AI into Mutiny's product? We've been working with AI for a

22:09

few years.

22:10

I think the release of GPT four and March really changed what we were able to

22:14

do though with AI.

22:16

And so really helped us refine our models for high converting web copy

22:20

generation and enhanced

22:22

segment and page recommendations that I was showing. Yeah, absolutely. And then

22:28

is what you

22:28

showed today in your demo? Is this generally available now for customers if

22:31

they were to buy

22:32

Mutiny tomorrow? It will be by the time this comes out. Yes, it'll all of this

22:36

will be available.

22:38

Awesome. And then who are some of your current customers that are benefiting

22:43

from Mutiny's AI

22:44

functionality? We work with forward thinking B2B companies primarily high tech

22:49

space. So

22:49

companies like Snowflake, Qualtrics, Segment, Carta, Amplitude, Sixth Sense are

22:54

some of our

22:55

great customers. And by adopting AI on their websites, they are able to see 25%

23:01

increases

23:02

pretty quickly within their first few months of using the product. And actually

23:06

, we're seeing

23:07

customers who are adopting our the AI features of Mutiny because of course you

23:10

can use Mutiny

23:11

without these. You can have your own idea of what page and what segment and

23:15

what to write. You can

23:16

do all of that on your own manually. But our customers that are using the AI

23:21

powered experiences

23:22

are saving hours of manual work and are converting 70% more customers than

23:28

those who aren't using

23:30

those features. So really, really helps with speed and agility and

23:36

comparatively like our

23:37

customers generally are launching at least 10 experiences in their first couple

23:41

weeks of being

23:42

a customer, which I think is just unprecedented for starting a new program of

23:47

any sort otherwise.

23:48

Totally. Those are incredible statistics. So that's great to hear.

23:52

And then my last question for you is what are some other AI products that Uni

23:57

Team is using

23:58

and loving in your go-to-market team? Yeah. Oh my gosh. Well, we just wrapped

24:03

up our first season of

24:05

Survivor. Yes, it was so cool right away. And look, thank you. Thank you.

24:10

Everyone's like,

24:11

how do you say it? It makes sense when you write it, but yeah, it's like serve

24:16

AI,

24:16

or serve, or serve, or just if you have to try to be uncomfortable saying it is

24:23

, that's the right

24:23

thing. But we need to have none. We have to. It's just, yes, I had way too much

24:28

fun with those puns.

24:30

Like we had, as part of it, we had bonus point AI land. I swear to you,

24:38

everything. But yeah,

24:40

it was, for those of you who don't know, is a gamified educational experience

24:44

that taught

24:44

marketers workflows using AI. We had almost 4,000 players who watched 12

24:51

episodes, competed in

24:52

challenges, and there was a grand prize of $10,000. It was so much fun. Content

24:56

's still available.

24:58

So if you missed it, you can still catch up and watch it. But really showing

25:02

those real

25:02

workflows, I learned so much from running that program just about these

25:07

different AI workflows

25:09

really helped me up level my own skills. I co-hosted an episode actually with

25:15

one of our customers,

25:16

Alexa from Pendo. And we used a GPT plugin in Google Sheets to build out an

25:21

experimentation

25:22

program operating system and test queue. So I learned so much from doing that

25:26

for myself,

25:27

from the other hosts. I learned about a lot of new tools like Reggie for out

25:31

bound personalization,

25:32

Opus for video clips, ideogram for ad creative, and then of course, the

25:38

classics to have GPT

25:39

major, just better ways of using those things. I'd say my favorite lately is

25:45

playing with creating

25:48

the GPTs, like custom GPTs. So I built one for creating our, he has a rack and

25:56

mascot named

25:57

Achoo. If you don't know about them, you are probably not on LinkedIn because

26:02

he's a realer.

26:02

But I created a GPT to create Achoo in whatever situation you want. So it

26:09

creates like really

26:09

consistent versions of him and that's been so fun. So we just launched a Mean

26:14

Girls campaign.

26:15

I created every epic scene of like, you know, the Aaron Samuels turned around

26:20

or the math

26:20

leads competition or the Halloween costume. So all of those, I just had so much

26:25

fun with

26:26

building that. That is such a good answer. And I have seen those, your mascot

26:31

images across

26:32

LinkedIn. And I still remember him in hiking gear because I remember seeing the

26:36

image and he

26:37

was like somewhere and he was hiking and he looked like he's having such a good

26:39

time. And I was like,

26:39

this is a reminder I need to go out. So I have seen your images. We're so much

26:45

fun.

26:45

Yeah. Well, Molly, thank you so much for joining us on Go to Market AI. This

26:52

was such a fun episode

26:53

and I loved having you on the show. So thank you so much for joining us today.