Deliver Personalized Content Journeys with Folloze AI
David Brutman, Co-founder & Chief Product Officer at Folloze, shows us how Folloze AI can help GTM teams 5x campaign outcomes and save money on ABM initiatives.
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>> Now look everyone and welcome to Go-Market AI,
the future of the Go-Market Tech Stack.
I'm your host Sarah McConnell.
These days it seems like every company has AI,
but on this show, we want to go level deeper so you can see
firsthand how businesses are actually applying AI to solve your business
challenges.
We're going deep into the use cases and showing you
live demos of the latest and greatest in AI.
Today, I'm so excited to have David Bruteman,
co-founder and chief product officer at follows on the show.
David, welcome.
>> Well, thank you for having me Sarah.
I'm really excited to show you the latest innovations of AI and follows.
>> Perfect. So before we get going in the demo,
which I know everyone's excited to see,
I would love to learn a little bit more about who is follows,
what do you guys do and who are you helping?
>> Sure. Follows is a no-code digital experience platform that
powers personalized buyer journeys.
We help B2B brands to generate and develop pipeline,
by engaging their buyers through the entire lifecycle.
So typical use cases would be ABX programs,
field marketing campaigns, targeted demand and sales development and enablement
deal rooms and more.
Our customers are B2B brands from smaller companies to tens of
Fortune 500 companies and our users are typically coming from ABM teams,
demand teams, field marketing teams,
but also from sales teams in SDRT.
>> Amazing. Okay. So with that being said, David,
I would love to jump over in the demo.
I really love the concept of follows.
I know a lot of people be being on the demand-gen side.
I've heard a lot about you guys for like ABM programs and ABX programs,
but I haven't seen your guys's AI initiative.
So I'm excited to jump into the demo and see what you guys are doing.
>> Absolutely. So maybe just to contextualize a little bit,
our strategy around the AI.
AI has been here for years and even more accelerated,
since the introduction of OpenAI and Chad GPT.
I think now really what customers are looking for is business outcomes for me.
So we really injected AI into the different modules of our platform.
We think about the business value through three angles.
One is what are the marketers outcomes?
How do we help marketers be faster,
increase the outcome and the quality of their work?
And it is essentially be able to deliver the best experience to customers.
Then the second one is how do we make the actual engagement of buyers better?
By recommending better content, by making it more smooth and
adjusted and contextualized experience for them.
And then the third piece is understanding customers.
Really the ability to collect all the data and
understand behavior, intent, the flow.
And really based on that, take action.
So these are kind of the three business values that we think through.
And for each one of them, we actually have a product line that we've developed.
So the first one is really around generator AI.
So this is the ability to generate boards on the fly very quickly.
You're going to see it today.
It's very exciting.
It helps marketers be agile, be quick.
And really levels up levels, the quality of the outcomes for all marketers.
The second one is around content recommendation and
tagging that allows us to essentially present content that is recommended for
the buyer, for the intended they've shown, for the behavior that they've
performed.
And this is all based on smart tagging of content and behavior.
And then the third piece is intent AI, which is in the works.
And this is really understanding the first party or
first level interaction intent of buyers and
be able to drive their journey forward in the most effective way.
Does it make sense?
>> Yeah, I'm really excited to see this.
Particularly, generator AI isn't treating because we always hear AI is going to
make marketers jobs easier and faster.
And so it's hard to understand how it's always good to see it come to life in
the use cases.
So I'm excited to see you build a board using generator AI because I can
understand where that's going to help save me as a marketer a lot of time.
So I'm excited to jump into it.
>> Let's do it.
Okay, so for those of you who don't know what follows is,
this is a follows board, it's a microsite, it's just an example.
Where you can actually present messaging, content, experience, and
really build journeys that are highly customized for the prospect.
The beauty of a follows board that it's all included so
you can actually kind of consume, content, align, everything is measured.
So we have reach analytics, it could be videos, it could be white papers,
blogs that you can actually write in our platform and so on and so forth.
So this is kind of a typical board.
This is an example of our own boards.
Now, let's assume I'm a marketer and I want to build a new board.
I'm going to actually choose from a set of templates that are predefined.
Those templates allow us to allow the marketers to choose what is the goal of
this board?
Is it an ABM one to one?
Is it a landing page?
Is it a deal room?
In this case, I'm going to select product and solution overview and
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It just created the board.
Now the board is in a template form at this point.
So I'm going to go into the design mode and
you can see that it has a lot of placeholders for
the different elements of the journey.
But it was pretty designed to allow you to kind of consume a very
effective journey.
So to get to know our product, what is the description of that product?
What is the value proposition?
Maybe some offer or promotion, what are the features?
Some business outcomes and resources.
So this is all placeholders, nothing specific right now.
This is all template mode.
What I'm going to do is I'm going to essentially kick off the generator AI.
And already pre-configured a few settings here just to make it faster for us.
So the goal of the board is product or solution overview.
You can choose is it ABM?
Is it content nurturing?
Is it a landing page?
You're going to put the name of the product here and this is our own product.
So I'm using our own ABM solution as the example.
And then I'm giving a little bit of detail of what this will be.
This is all I do at this point.
Now I'm going to press on generate board and just let the machine work and
generate the board as we as, you know, in a few seconds essentially.
Oh, OK, so let's see what happened.
So I've got essentially generator AI, generate all the text elements in the
board.
So came up with this promotion or messaging, say, power up your ABX strategy.
Some description here, two call to actions.
It also came up with explanation of what is the follows ABX solution.
Then it came up with benefits.
So what are the benefits of the solution?
There's personalization, there is alignment, insight, scalability, and
also some call to actions that can drive people forward.
There's also some special offer.
You want to try the ABX solution with no commitment.
These are the key capabilities of the product and so on and so forth.
So you start to see that essentially we're able to generate all the text and
messaging into this board very, very quickly.
Now, how did it happen?
Every section here, so he has essentially setting and
those settings were predefined to say, well, this section is going to be about
marketing message.
I'd like to get the top level messaging for this section.
And by the way, if I don't like this message, I can regenerate it and just
check
in a new one if I like it better.
You know, unleash your account based experience potentially.
I don't like it, I can go back.
And specifically in this section, for example, we asked for
the product description of the product we're promoting.
So with a little bit of instruction, and this is not kind of AID dive,
prompt engineering, all of that, this is kind of marketing language.
This is what you would expect marketers to be able to explain what they do and
the beauty is that it's all in the template.
So you really can make small changes and get to a lot of outcome.
I think this is, I was excited to see it.
It looked up into what I was hoping for.
So she, because at the beginning, you showed the template and it's to look at
a template with a lot of empty space as a marketer, especially if you're on,
you know, smaller teams, you're trying to work quickly.
That's a lot of text to fill in.
That's a lot of space to fill in.
It's a lot of things that you have to go figure out.
And as someone who's written landing pages before or worked on pages before,
it's really time consuming to think about how everything flows together and
to think of like all the headlines and the body copy and to make sure it's
the right length and the right tone.
So to see you do it in just a few clicks, it just really brings it to life for
me how quickly and how much time that something like this could save me.
>> Right.
And also, at least in our customer base, we have a lot of users that are not
product marketers.
They're not writing messaging each and every day.
So this essentially gives them the tools to be best marketers.
By the way, just like key benefits, maybe we can come up with something a
little bit more exciting here.
So I'm going to regenerate and see if we get a better kind of title here.
And yeah, maximize engagement, maybe it's a better one.
So I'm not only excited about the productivity of doing things quicker,
but also up leveling the quality of the messaging that your company is
producing.
>> Absolutely, it's better quality.
And also, I kind of mentioned timesaved from having to write all these things,
but you kind of mentioned the timesaved from having to work cross functionally.
If I'm a demand-gen marketer that's building this, I don't have to go back and
forth with my product marketer and explain to them what the page is for and
wait for them to help me like it's up leveling myself in a skill that I don't
normally do in my day to day.
And that's also a huge time saving.
>> Correct, absolutely, absolutely fully agree.
Now, I may want to go out of the template, so
I may want to maybe add another section where I want people to find resources
about the product.
So let's add a section here, I've just added a section.
And I'm going to essentially call it resources.
And as part of that, I'm going to give quick construction here.
What am I looking for?
And let's see what happens.
Right, so you have some webinars, you can try it now, you've got some case
studies,
support center.
So this is really exciting because it allows you not only to stay with the
template,
you can just add sections, move things around.
It's a Weeziwig designer, so it's very easy, you can edit things.
Now, if you all like what the generator AI has done,
purely you can go in and just make changes here.
So this is clearly almost like a helper for the marketers,
but you can override what they do with no effort at all.
So this is kind of the generator.
Now, I want to build a lot of layer to it if you don't mind Sarah,
which is recommended content.
Okay, so in this case, I'd like to add content to it.
I'd like to add some white papers, some videos to really deliver high value
content
to my user.
So what I'm going to do is I'm going to actually open my gallery here.
This is by the way, the follows gallery.
It has a lot of content, different widgets and sections that you can choose
from.
Feature content banners, presenting your team testimonials.
It's very rich, but I'm going to choose from the content section first,
content that I'd like to present here to my buyers.
So this is a typical content section.
I'm going to go and change just a few things here.
We'll make it the level of five elements.
And this is something that I've predefined in the template.
So these are, this is content that have been chosen by the marketer.
Now, I'm going to talk about person or human in the loop a lot when I talk
about the AI.
So in this case, I'm the marketer and I actually want to choose the five
sections
that I'm going to select here.
But I'd like the AI to be responsible for the journey.
So I'm going to select here, let's say, an arrow and I'm going to select AI.
So that means that those five are predefined, but everything that comes
through the journey is going to be driven by AI.
That's kind of level one that you're seeing here.
Another option is to actually go all the way and ask,
I'm going to add another section here.
And this is kind of, it has a little bit of a different layout.
But in this case, I'm going to actually define the source as being AI source.
And the, the item viewer and the layout to be also AI.
So in this case, unlike the previous one, this is going to be pre-selected
by the AI engine.
And then also the journey itself will be using the AI engine.
And why is this important?
It's important because we know that marketers, they want to use AI, but they
also want their,
they want to essentially define what's important for them.
Sometimes they want their own control.
So that's a really nice combination between something that is kind of you in
the loop
that defines the initial set of content and then the journey is done by AI.
And, and versus, you know, just more content.
And, and there is a reason why I've built it in this wake because you want to
first
present things that you have selected and then you want to let the AI drive
everything
else and really create that binging effect of consuming more and more content.
This is so intriguing to me because I work very closely with our content market
er here
and I know anytime we're posting new resources, to your point, she's got a
pretty good understanding
of like, okay, if you're down, if you're, you know, reading this ebook or
something,
here's, there's three or four resources I know that are married into that theme
that
I want to make sure that you have the option to read.
Like, I know that they exist, but sometimes it's hard to figure out what are
the next
few or like how do we want to continue that through the journey?
And I know tagging content, finding content, especially as you, your team grows
, your company
grows, you have this huge repository of content, having AI help recommend
content for the
user based on their behaviors that are in 10, just is so much better for the
user experience
in the personalization and from the back end for the team and not having to
sort through
all that content and make that decision.
Absolutely.
I think it's, it's a content finding and delivering the right content is
probably one of the toughest
problems in demand.
And I talk to a lot of customers, they're like, we're investing so much effort
in creating
the content.
Hopefully with Jenny, I were invested less because some of it will be generated
by the
same time it's, and those are large budgets in one of the huge missed
opportunities is
actually delivering the content in context at the right time to the right
person.
And this is what our platform is all about.
And I think you can see the power of AI within this, this landscape.
Absolutely.
So let's publish the board.
So this was all in design mode.
Let's publish the board and see live.
So here's our board that this was pretty much built in five minutes.
So it's kind of presenting the, the solution, maximize.
This is the content that we talked about.
So it's all in line.
So you can actually open all the PDFs and videos and just browse through them
very easily.
And then this is the complete AI recommended content where you can actually
open section.
And by the way, this is a different AI UI that allows you essentially to, to
select content
from just the different recommendation method.
It comes from the bottom to, to allow you to choose the things that, that
matter to you.
Now I'd like to show just a little bit of the back end in terms of how the
matching of
the, of the content happens.
So the matching of the content and how recommendation works, there's
essentially two levels of matching.
One is the behavior of the user or the lead.
So as they engage, we learn about their behavior and we look for similarities
to other people
that have behaved the same.
But because we're, we have identity module that we actually know people on the
individual
level, we know typically which role they come from in which company they come
from. And we can create correlations between behaviors of other prospects that are
coming from same
industries or have the same roles.
That's one correlation.
We call it user correlation or lead correlation.
The other one is content correlation.
We essentially auto tag content.
You're going to see the auto tagging in just a minute.
And by that, we know which content looks similar to other content elements.
So this is, I'm going to go out of here just a minute.
This is our content center.
This is the core repository of the content.
And you can see that a content has been tagged here.
So this is all auto tagging.
So let me open a deck that we have here on describing our personalization in
identity.
So you can see tags that talk about follows and data expectations in bound
versus outbound
progressive identity.
These are all attributes of the content of this specific white paper.
Now this works not only for white papers, but also for blogs and for videos.
So we essentially extract the transcription of the video.
We run tag, auto tagging based on it.
And it's very, very powerful.
So we talked about saving time when you add another piece of content.
You essentially drop it here.
It's being auto tagged and then it starts to play into the recommendation game
that we
saw earlier.
Make sense?
Yep, that's awesome.
So maybe just to wrap up the demo, we talked about product overview and
introduction.
But I do want to enable another capability here, which is personalization.
So in addition to AI, we have a very sophisticated personalization model or
engine that allows
you essentially to set personalization rules in change in real time, different
elements
of your board.
It could be text, it could be image, it could be call to action.
So for example, let's say I want to create another version of the banner for
business
services, which is in an industry.
I can go ahead and change the content here.
But think about generative AI.
Now just not just generating the boards that you see as you've seen, but
generating essentially
different content for the different industries that you're targeting.
So now you can go industry by industry and generate the text for those
industries, which
is very powerful for any personalized demand-gen campaign for ABM, which is as
we mentioned
the primary goose case.
So there's a lot of opportunity that is still there and we're really excited
about what
this could do to marketing and mostly to marketing outcomes.
Yeah, I really love this.
Everyone talks a lot about personalization as scale and like how do you scale
that personalization?
And I think AI is a really good way to start doing that.
And the process here is already so easy to build this board, but to be able to
then personalize
it and scale that into multiple different use cases or different industries.
And I could see from the fields that you brought up, there's endless
opportunities to personalize
these boards.
Oh yeah.
Oh yeah.
There's a lot of opportunity here.
Absolutely.
So I think this is what I wanted to show from a demo perspective so far.
This was great.
I always live getting demos that are meant for marketers because I get so
excited because
I'm like, oh yeah, that would save me time.
That would save me effort.
That would make things so much easier.
Also the content auto tagging, I know we went through that and I didn't.
The auto tagging I think is amazing.
When you get that large repository content we kind of talked about to have that
recommendation
already happening for you so you don't have to sit down every time you upload
something
and decide, okay, you know, yeah, this is about ABM, but like what are the
other like
smaller subcategories?
The auto tagging and ability to then recommend.
Again, I immediately think of my content person and the amount of work and
effort they put
into creating all of that content.
It just helps so much with like distribution and getting them in front of the
right people.
So as a marketer, this was an amazing demo.
I could see with being huge.
Thank you, sir.
I would say at the end of the day what we're all after is generating engagement
And you know, we're putting all this work to really create engagement.
And I think the combination of the different AI capabilities, at the end of the
day, it's
measurement of how long do people spend reading your material?
Did they share it with someone else?
How did they interact with that?
By the way, this is all our, we have a whole analytics engine that collected
this data.
And the reason that why this is, so this is almost like the North Star.
When we think about what we're trying to do, we're trying to really convert
from a world
of regeneration or conversion based to engagement based world.
And those tools are really essential to be successful in this new world.
Absolutely.
David, I would love to move into our lightning round Q and A section if you are
ready.
I am ready.
Okay.
So the first question for you is how long has follows been building AI into
your product?
We've been building AI for a few years, but as many other companies, this has
accelerated
over the last year, mostly because of the new large-language models that have
become
available.
And this is becoming a really core investment area for us as a company.
Amazing.
And is what you showed today available for customers?
Yeah, so this is available for customers.
We have just started to roll out the generator AI to some of our selected
customers.
We're getting really great feedback and we're learning a lot.
AI is not at one time.
There's a learning curve for all of us.
And I think this is also an exciting element to it.
Absolutely.
Definitely a learning curve and one I think we are all still very much on.
And speaking of customer, David, who are some of follow customers that are
benefiting
from your product and your AI?
Yeah, so we have great customers, some of the most sophisticated marketing
organizations
in the world, companies like ServiceNow, Google, Autodesk, SAP, and not only
large enterprises,
but also mid-sized companies.
And they're using our product to generate personalized buyer journeys.
One customer, which is enterprise customer that we're working on, is actually
going to
use follows as a core element in their enterprise-wide GNAI initiative.
So a lot of our customers are thinking about generating AI in a very broad mode
and we're
playing a really important role with those customers.
That's amazing.
And those are some incredibly impressive brands of the B2B space.
So that's awesome that they are.
They're benefiting from what you just showed us today.
And then what is next on Follow's AI Road map?
Where are you guys taking the product?
What do you want to see in the future?
So I think one of the areas of focus is really enhanced understanding of buyer
and account
intent.
With the breadth of first-party data that is generated by our system, we can
really analyze
and understand what the collection of those actions mean from a business point
of view.
How can we learn more about what the customer is?
Where are they and what do they intend to do?
And it's very exciting because it means that our ability to not only build the
journeys,
but track and optimize the journeys is even more enhanced with those
capabilities.
Awesome.
And the very last question is, what are some other AI-powered products that
follows as
using and loving in your current tech stack?
Sure.
So I have to give a big shout out to our marketing team.
They were one of the first ones to embrace AI.
They've tested many, many tools and they actually have a webinar where they
explain
all the tools that they've tested and just share the breadth and the knowledge
with the
community.
Some of the tools that I've seen that really happy about this writer AI, they
use it for
writing and they can adjust the tone, they can take cloud form content and
transform it
to short form content.
Caption AI, creating better captions.
I don't know if you know this tool, Peach, which is used to kind of take long
videos
and create kind of snackable content elements.
And shout out to Qualified, which we use your AI, keep it powered, capabilities
And I know that you have a lot coming as we're excited about that.
We also use some of our other larger partners, companies like Outreach in 6
cents, we use
their AI capabilities as well.
Amazing.
And I have to imagine you guys are your own power users and your marketing team
Also, love using Fallows AI's functionality for their programs as well.
Absolutely.
They're always user number one and we get the more, you know, the best feedback
from them.
Absolutely.
Well, David, thank you so much for joining us on the show today.
This was a fantastic demo.
I love seeing what you and the team are doing over at Fallows.
So thank you so much for joining us today.
Thank you, Sarah.
I really enjoyed being on the show.
I saw some of the other episodes that were great.
So it's kind of a learning opportunity, I think, for the community.
So thanks for running this show.
Bye.
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