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.
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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
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testing, maybe you're
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launching a test a month, but you can easily and minutes, like go from ideation
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to launch with.
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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
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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.
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Amazing.
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Of course, that's like experience level analytics. We also have kind of program
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level
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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
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these different
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things and attribution. I'm not going to start that open that can't award them
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of an attribution
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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
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personalized impression,
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any impression, first impression, last impression, how many days before the
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deal was created
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or deal was closed or won or lost. So you can really like filter this down to
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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.
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And we're sending the data back into your CRM also so that you can do that
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analysis alongside
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all of your other programs as well. This is really cool. As a marketer, I
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really appreciate
18:29
how many different filters that you can apply here because I think sometimes
18:32
out of the box,
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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
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the op was open versus seven days. So the ability to put all of those filters
18:51
in to get a really
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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.
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Yeah. Oh, yeah. But that was fun. Cool. Well, the the last thing you wanted to
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show is our
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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
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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
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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
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other customers? Now they don't have to like wait for meeting with a CSM that's
21:02
right at their
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fingertips. They can, they can do this. We also have our own community, M2
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community,
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which I also manage. And, you know, they can then say like, Oh, Benoit from
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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.