0:02All right, good morning everyone. Thanks for tuning in to Sasters AI Day. We've done a few of these now. We've got a great show for you today. Uh solid lineup coming. We're we're doing the kickoff, if you will, um to AI day.
0:16We've got three more presentations after this. So, make sure you are tuning in for those. You can go to sasteridday.com um to see the upcoming sessions and schedule. We'll hit it at the end so that you can join those as well. You can also just watch on our YouTube and our live stream as many of you are doing now. So, good morning. We wanted to do a very special edition of the agents kind of live and go through just our latest findings on our agentled growth
0:44playbook. You know, we've we've talked a little bit last week on the agents about agentled growth. Now, it's ask your agent instead of ask your developer. So, what does all that mean? How can you really grow with agents from the folks who have 21 plus agents, three humans, and a dog? So, I'm Ameilia. I'm here with Jason and we're going to kick it off um for today since we're doing this as a
1:11live one versus recording. You guys, please feel free to drop questions either in the live stream um or in the chat if you're on the Zoom with us live and we will leave time for questions at the end. It can be also on things we've covered previously on the agents. If you have questions about that, feel free to drop it into the chat or the comments.
1:28Either way is fine. And then yeah, you can ask questions on anything we're presenting today too. And we'll leave time at the end. So without further ado, the also just one one quick note, there's always a lot to process and all these.
1:40This is going to be great, but if it's overwhelming, um if you go to saster.ai/agents, we have a playbook that we update constantly. Um, and it it doesn't have today's session, but it has everything we've done on our agent GTM stuff until today, and it will soon have this session. So, you can always download that playbook, share it with your team, get refreshed if you process by reading rather than watching. Um, it's organized for you. It's got all the case studies.
2:05Um, and we lit we literally just updated the last couple days.
2:09Yep. Yeah, it's a good call out. Um, cool. So, with that, let's get started on today's agent growth playbook. So, what do we mean when we say agentled growth? I think about this in really one of two ways. So way one is, you know, using AI agents to help grow your go to market as we have with 10K who's our main go to market agent. I would say way number two that is now getting traction is how to get picked by other agents. When you ask
2:37it for something like, hey, what are some of the best events we can go to?
2:41And then if it's a disaster, you know, we're getting picked by the agents.
2:44That's very purposeful in how we've done that. Um and so you know you there are really two ways to combat this. So we we've we've pulled out a few examples to show both and we'll try and hit as much as we can um in the limited time we have. So I wanted to first start with just a hierarchy of our agents. Um to Jason's point if you download the playbook it'll deep dive into a lot of these but just our latest agent landscape if you will everything that
3:1110K our AI go to market agent our main agent is hooked into. He is custom built on Replet. If you haven't seen 10K yet, you'll see him today shortly. This is everything he's hooked into. Plus, there's some 36 plus additional tools on top of these tools that are listed here that it's hooked into that just didn't fit on the screen. So, there's quite a bit um to digest just here. But 10K, as you can see, has become our powerhouse.
3:41And one thing I always like to remind folks is 10K did not start this way. He literally started as just a helper for us, you know, doing helped me do some outbound, helped me do some get off of notion and do some some data a little bit better so I don't have to keep logging into Salesforce and notion in three different places every Monday. And so he's definitely grown over the last, you know, 16 months that we've had him her whatever the agent as our main agent. And so a lot of this is plugged
4:09in. Now you may say okay like I don't I don't have 30 plus tools to plug in and connectors and that's fine. This is our stack right? Some of these are duplicative which we'll talk about and some of these are unique and that they are they're covering everything you need to basically run go to market. That's inbound outbound renewals contacts marketing you know newsletters and then some of this is enrichment. So you'll see that here and then some of this is
4:37um quote to cash. So things like our billing in QuickBooks and bill etc. So everything you see is really wired in so that 10K can fully be end to end in our go to market. And so that's why we do have so many obviously there's there's also depending on how you count there's six different things hooked up into Salesforce as like sub agents. So depending how you count there's a lot here but again didn't all start that way. We started with just a few things.
5:05Some of these are custom connectors, but as you can see, because he's hooked up to so many things, this really lets 10K automate a lot of our go to market with approvals, with guard rails, but he has all the tools basically he needs. This is what you would give, you know, maybe a new hired, maybe not day one. So same thing like 10K, you know, we we've stairstepped him into how many applications he has now, but he has grown into his role much like a human
5:33would grow into their role in in leading our go to market. And so um lots of great things here, but one thing I wanted to show you guys in particular with all of that hooked up um is what I call the prospector tool. So with all those tools, what I've really found to be beneficial in kind of like this agentled growth motion is having one centralized surface or place or queue, whatever you want to call it, to monitor
6:02everything. And so this could be as easy as you guys spooling up a replet, a lovable, a versell, whatever you like to a base 44, whatever you like to use, and saying, "Hey, I want to hook into, let's say you have Salesforce for sales, but HubSpot for marketing, and you want to hook into those two things, and you hook up whatever else has, you know, where's your inbound coming to? Is it one of those two places? Is it just an email inbox? How is your outbound being sent?
6:31Hook that tool in." Like at the very basic, if you hook one of each of those tools in for inbound outbound and maybe you have some tools or maybe it's just spreadsheets for renewals, you can hook it into something like this so that with the agents help, you can start to monitor everything and go to market in one service. And this has been really beneficial to us given how many tools and agents we have just in the, you know, having three people and 21 agents, a lot of things were falling through the
7:00cracks, right? Even though we had an agent on inbound, we were still having people who contacted us manually via email. We had people coming to our um LinkedIn messages or our G just emailing us. We had outbound that was going out from four different tools. Now, that might not be you, but it's it it would still be nice probably if you agreed to have all those things in one place so that an agent can help you filter through any noise that you might have in
7:28those inbounds or outbounds. um and make sure you are responding to any current customers um you know renewals, support tickets, everything. And so we have everything now in one place. And so how yours might look for your prospector as I call it tool might look different just depending on how you have it and what tool you're using. But I know it sounds complicated. I truly believe anyone could do this today. If you don't have an agent already, you could spool up rep letterable.
7:54Hook in you know one of those tools in each of those places. Just pick one thing. Even if you wanted to pick one thing and inbound, outbound and renewals or support and hook it into one place um so that you can have a view where you can see everything and then decide how you want to action on it. The agent will help you either do some of those actions autonomously or um escalate to a human as needed if you feel like it needs a more manual follow-up. And so having everything in one place in our
8:22prospector tool has been really awesome for us just to have everything in one place. Everything under the hood now comes into this queue. So we have everything that's hooked up for inbound, everything for outbound, every lead, every account. And the nice thing is like the more you use something like this and hook up an agent to do this, which is I know I'm probably oversimplifying, but it is quite simple.
8:46um you can get a better view and the agent will actually get better on how to answer these things, right? Like so the first week I use prospector. I only hooked up inbound for the first weekend.
8:58And that's to say like you might not even want to hook up all your services at one point. You could just say, "Hey, week one, renew inbound. Week two or maybe week four we'll add outbound and then we'll add renewals and support so that eventually everything's in one place and you have this bird's eye view of everything going on in go to market.
9:14It does mean that everything is going to get followed up with whether it's you or the agent until it reaches its goal. And so I feel like that's an important distinction because with the agents they are relentless in a way that they are 247 you give them a specific goal for each of these things. So our agent knows that okay when it's inbound I'm going to try and route that to either get them to book a meeting um or if it's a question I need to route that to a human if I can't answer it. Then if it's outbound,
9:44obviously the goal is to book a meeting or buy tickets. That's a very different goal. And the agent will just keep going until it sees that it has reaches that end goal with that one specific account or contact. So until it's, you know, close one, close lost or um case closed on a support ticket, the agent just gets better and better at learning your business at what flows, how many touch points, like the first week it might not know, okay, how many touch points do you need for an inbound versus outbound versus support case? It will learn and grow with you as you are answering
10:12everything in one place. It'll also get better that it's centralized because then you know maybe it sees things of I see a lot of the same questions or I see a lot of the same patterns in your outbound. What's working? What's not?
10:24The agent can start to collect that data the minute you have it wired up. And so having it centralized is super helpful into something like a prospector where you can go through the queue and just action all of your go to market leads together. So I'll show it to you guys next. Um, I'll I'll go through the inbound component first. So, this is the inbound component because I feel like this is the most applicable to everybody. Everybody on this call has some sort of level of inbound. Even if it's a low volume, maybe it's a high volume of inbound, everybody has website visitors and inbound coming to the
10:54website. So, I started with this use case because it is something that everyone can use. Um, and there's a few things hooked into it. So, I'll explain it first and then I'll show you guys. So in our inbound queue, not only is it centralizing everything into one place, it's also learning about that person simultaneously via the agent. So the first thing our prospector will do with an inbound lead is it'll give us any of their data. You know, if it's was it our contact us form, did they write a
11:24message, did they download our sponsorship perspectus, did they put any notes in there, um did they tag, you know, what their budget is, anything like that will come in. Then it will research the pitch. So this is where it will first search our firstparty data. And again, if you have nothing hooked up day one, it's okay. I wouldn't sweat it.
11:43Like even if you just have like a little bit of data from Salesforce or spreadsheets, whatever, give it to your agent. So it it can look up some firstparty internal data. So for us, these are a lot of tools that are connected for firstparty data, but it's basically checking to see, okay, do we know this person already? Right? And I feel like this is nice because a lot of agents today, especially for outbound, only use third party signals. And so having this first party day is really nice to get that historical account context that you may not know or one of
12:13your reps may not know if they just got assigned this account. And so it's nice to have the agent and the human have that context before you're responding to the person versus just responding blindly. So that's that's why it's wired up first that way. And that's the first thing it'll do. The second second thing it will do is look at our external signals. And so for this we have a few different things hooked up. We have Exa which I think everybody uses and knows now for third party signals on company data. A lot of agents like it. A lot of
12:41agents recommend it. If you ask your agent, what should I use for thirdparty data tools? It'll probably say Exa. So a lot of us are on Exa. It'll look up company data on that. Then we have sumble um which is hooked up to show us more so company hierarchy but it can also enrich emails if we need to get like a a a stakeholders email because the person who inbounded is probably not the ultimate decision maker and maybe you want somebody who's their boss. We have someone hooked up to do that right away. And then core signal. I don't use
13:09this as much on inbound because you know with inbound we we have a certain amount of data when they're inbounding to us, right? They're usually giving us some sort of question or have they've raised their hand and so we have some sort of signal there. But course signal you can use to look up the actual person who's inbounded their LinkedIn and just see if that tells you anything about you know okay maybe if they didn't put their job title in or inbound we can look that up fairly quickly and just see where they sit in the or to help with our um
13:38response. Then what it will do is it'll take all that data. So basically the first step is just research. The first step for our agent is okay someone has raised their hand and said they're interested in SAS. I'm going to research them and do background history. Then what it will do is it will personalize what we call our event sponsorship perspectus. This for you could be a um just a a pricing page or a pricing and features page. It'll generate for us a personalized page and website where it can send it
14:07can use all that data to write them a customized intro. And if it feels like it has a fairly good sense of their company for us, it will actually give them suggestions on what it thinks either either what it thinks they're interested in or what they've said they're interested in. So it will directly answer their question of why they inbounded.
14:24Okay. And the last step our agent will help us do is create a hyperpersonalized email with, you know, everything from step one to step two. These all daisy chain together. And then it will help us draft an email using all that info. I've noticed, you know, usually when I draft with AI, I do make edits to it, as you guys know, usually when you're writing copy with AI, it's really long because it just has all day to write copy. And so I usually shorten it. I'm like, no one's going to read that essay of why they should be a disaster. And so I
14:53usually kind of keep it as short and sweet. I send them I send them the personalized um web page we've made them and then, you know, I and then we include our custom meetings booker. So let me show you guys a little bit of it. So this is 10K. Say hi to 10K. Um, so this is Let me go into our prospector. This is like our dashboard.
15:15So I'll go to our prospector here. Um, and I'll show you guys a couple different things. So let me show you on here. Yeah, cool. All right. So I have here basically a demo replay of a real lead.
15:33So this was a real lead. We just changed that ABS44 was a real lead who inbounded to us. We've talked about them previously. Um but I'll just show you guys more deeply so um you can see the full process of how it does it. It obviously it cheated a little cuz this was the lead that already came in. And so it I made a demo version, but you guys will get the gist here of what our prospector does. Um and again this is all just to respond to an inbound. Like the way we used to respond to an inbound was just probably how many of you are doing it now. you get an inbound to the
16:02website, you just respond to them like you do. You know, there's no there's not really a lot of maybe like a lot of care and thought that goes I think into responding to inbounds. Normally, it's just, oh great, I have somebody who's raised their hand. Let me get them the info they need. Let me get my meetings booker and then hope that they book a meeting. And in this way using the agent to your advantage is that it can look up any account context that maybe this person doesn't even know like this
16:31person from base 44 like in our in our first party data we saw that a bunch of like their CEO and leadership team came to even know that like there there's going to be things that the agent surfaces that maybe the person who's inbounding doesn't even know and it's nice to have that historical context going forward of and for this person's case they inbounded Um, you know, obviously we work a lot with vibe coders, but they inbounded. Um, I gave them this context. They went through this flow and they booked a meeting within 10 minutes. Like, not to say that
17:00everyone who's come inbound since then has booked in 10 minutes, but I think for the ones where it actually matters and they care about what they're inbounding, why they're inbounding to you, it is a good way to bridge that gap to give them that context and just have a better foundation when you start to go into something like a deal cycle. So, um, again, very nice to have. So, for us, so I'm going to hit research pitch.
17:25Um, and this is what it would show you, right? Like, okay, so right now there's, um, an opportunity. That's that's only because we've gone through this whole process with them. So, right now there's an open op. Originally, when we opened the research pitch, there was no open up, but like I said, you know, it found some attendance from them. Um, it says they're not in our like they're not subscribed to our newsletter, so they're probably not watching this, but that's okay, right? like good context to have.
17:50And then you can see here I can just scroll down and I'm like, you know, there's there's some context there from us, but there's not a ton. So, this is where it's nice to have third party tools hooked in. So, I can look on Exa, you know, they're a vibe coding platform. I sort of knew that when they inbounded. I was like, that's that name sounds familiar, right? Like they compete with Replet and Lovable. Um, but I actually forgot that Wix bought them.
18:13Um, and that was something nice that the agent reminded me like, oh yeah, they were bought by Wix. Um, so that is an interesting thing that you know I as a human had forgot but the agent reme remembered and reminded me because when I went to that first phone call I was like okay like do we need to deal with like Wix? How do we need to deal with Wix the parent company of base 44? Like that is something you can just ask the person on the call cuz now you have this data that maybe you previously wouldn't have remembered. Um or maybe you would have to look up manually, right? If
18:42you're just looking one by one at your calls for the day and you're like, I've got base 44 on the dock. What do I need to remember? Oh, wait. Yeah. Um, you know, Wix bought them. I don't know. My agent already told me that. And my agent actually will send a version of all of this. Um, it will send it to the prospect, but then if they actually do book the meeting, it will send me a brief to remind me all of this 10 minutes before the call so that I don't forget any of the account research either, which is again quite nice. So then I don't have to remember all this by hand. And then, you know, you can
19:11look up Thumble just so confirm their base 44. It wants to make sure it's the right company. Um, because there actually are like other base 44s out there. And how we have ours wired up.
19:23Again, this is prevalent to us. For you, you might be like, maybe I need to know if they have a CTO. Maybe I need to know who the CFO is. Um, for us, I like to know who their leadership and go to market team is. And so, it's got, you know, the CEO. They don't actually have a CMO. So, that was interesting. but they and they don't have a CRO, but they do have an SVP of sales. Um, and they've got, you know, the founders there. So, you know, there's about 88 people in go to market. That's interesting to know again, right? These are all helpful things for us to know when we're having the deal. Not necessarily that I'm going
19:53to use all of this data during an initial or maybe subsequent call, but it is at a glance. This doesn't go away, right? So like all this account research we have is now just enriched in our in our knowledge of base 44. I could look up core signal if I need their LinkedIn.
20:10So um so then what it will do it's going to take all that research. It's going to personalize their perspectives. Um I'll show you the one it already made. But you can see here we can change it like okay this is their narrative based on what the agent found. I don't have to write any of this. This is where it wanted to um you know I can pick our relevant packages. So for you, this might be, you know, you could package together different pricing, different features based on how much you think they're going to use. And it's going to put it into this unique link that it
20:37makes for them. And so for them, it's going to open this guy. And then when you scroll down, you'll see, you know, so it's got this. This is a version of our perspectives, but it's personalized. So you, you know, this is the top. Fine. That looks the same for everybody.
20:56You come down and you there's a custom introduction written that has some of the account context. It's got our recommendation of based on you know what they invited on what we thought the packages were that they are interested in or how much they are altogether and then here's all the details of them like this has gotten sent around because we have heat mapping on this and so we can actually see if prospects engage with it and so that's another layer where the agents can help you if um whenever
21:25somebody views this it will say to us if it knows them like hey you know base 44 is viewing the perspectus um and they spent you know whatever x amount of time on next page maybe you should reach out to them if they're if they're stuck on something or if they have a question or just so that you know they are looking at it versus not looking at it. Um, so it's nice to know and also they can they can chat to Emilia AI here if they ever need to, but it's all linked together, right? So this is the next step that our prospector
21:52will generate. Um, then we'll it will generate a meeting for us. Again, sometimes these are a little bit long, but it will show them their perspectives um and our customized meeting booker, which I'll show you guys in a second here. Let me just open this tab.
22:11And then that is what we will send. And so the agent actually does let us pick two. Um if we want it to send it from that dashboard, I can just click that button to send the email. Um or I can actually copy paste. And the reason for that being often times I've seen if I already have a thread going with somebody, I may not necessarily want the agent to just send it willy-nilly right away. I may just want to reply um or draft it as a reply. Um, so that's where
22:40that comes in handy. So, let me show you guys our meetings booker because I think we had a few questions about this the last time we showed it. So, all right, I've got open. I'm going to show it here. This is our custom booker that um our 10K agent built as a replacement, if you will, for Kalanley and ReadAI, which we were using to book our meetings. Um, this is in demo mode, but usually when we do the perspectives, it'll say their company names here, so it already knows who they are. It'll
23:07tokenize it and then I can actually pick and the agent can suggest who they should meet with. So there's a version here that's meet with Amelia. So this is just my calendar if it thinks they should meet with me. There's a version that is um a Saster version which you can pick who you want to meet with either me or David or both of us. If you're like I want to meet with both of them. It'll give you our joint calendar here. Um, and this is nice because again this is a meetings booker that is a little bit more fluid and then it's tied back to that perspectives that you guys
23:37just saw. So with everything hooked up, it has, you know, all the data of, okay, if they book a meeting at the end or if they inquire, it'll go to this same booker page. So it's all linked together via the magic of the agents.
23:53Jason, anything to add here?
23:56Um, no, no. I I I I'll add more, but keep going for now.
24:02All right, cool. Um, I'll briefly talk about um the next component of the 10K prospector, which is outbound. So, we have, which you guys might have as well, if you have a lot of reps and you have reps who maybe like different tools. I think we have like three different tools that we use for outbound, um, plus any manual outbound that we're doing. And so, again, very nice to centralize it.
24:24You can see it looks very similar to the inbound queue, but this is what I call the follow-up queue. So, we have outbound agents that are sending emails automatically on our behalf as agents.
24:36And so, where I saw the value in this was actually not putting a centralized um repository, if you will, of everything the agents are sending out because they're sending out a lot of messages and I was like, that's maybe data overload. But the value for me truly lies in help using the agents to help with the follow-up. So like what happens when you do get a response to one of your outbound messages? What do you do? Um do you log into like previously we were just logging into
25:04that platform responding and then same thing right you kind of hope they book a time or a meeting or in our case buy tickets whatever it is whatever the goal is that we're trying to get them to. And so for us, it became really handy actually not to have just all the messages in our outbound queue, but the follow-up messages. So basically what it would do is it would flag to us now if somebody is um has followed up with one of our outbound messages, it'll come here and the moment it comes here, a timer
25:33actually starts. So the agent will start a timer of and you can see here, Amelia, just just um just to step back just because I'm a little we we have a bunch of outbound tools. We have our own. We have Agent Force. We have Monaco. We have Artisan. We have other We even other tools even send emails like qualified right for now. Right.
25:50Sorry. This isn't unifying those. This is unifying our responses to them or just a little confused.
25:56Um so it is unifying our responses to them. So it's unifying those in the sense that as soon as somebody responds to one of those, it comes into this queue. What it doesn't do at the moment is it doesn't put bring in all just all the outbound messages that are going out from our four agents because it's just too much data.
26:15And how does it sorry and how does it so so for for the initial emails the initial outbound the only source of truth there is probably Salesforce right because they're already in Salesforce.
26:23Is that right for the most part?
26:25Um when they come back in since they've been sent on different platforms how do we unify it here? How do you didn't they go through different email marketing I mean email outbound platforms? How are they unified here? I don't get that part.
26:37Yeah. So, they all have each of those platforms you just named. So, each of the four has their own uh API or MCP. And so, our agent, you're pulling them all in. You're pulling all them all in. Okay. All right. Keep going. And then we're sending the follow-up through prospector, right? And so, you're unifying you're unifying it here. Otherwise, it's all disjointed.
26:57Yes. Exactly. So, we're unifying the followup in that Yes. All these tools are we have them all configured on each of their native platforms to send messages through their agents autonomously but here when that person replies this is where prospector will bring it in via the API normally one of like one of them's on MCP I think um but it'll bring it in here so that again it's it starts a timer the second they hit um a reply to us so that we can decide how we want
27:27to reply so very similar to the one you guys just saw for inbound on outbound, we can do the same steps where we research the person. Usually, if we're outbounding them, we probably know a little bit about them if we're outbounding them. Um, and we know why we want them to come to Sster. But basically, what it will do is it will um create a record. So, for us, we do a lot of outbound, right? So, I don't want to I don't want like 10,000 Salesforce records every day being created for everybody we outbound to. I only want a
27:55record created if they actually if they actually do something with us, take an action reply to one of our outbound messages. So, when it comes into this queue, it's creating a record.
28:05It's starting a timer and then it is with the agent um automatically generating, you know, a follow-up based on what it whatever we outbounded them to for. So, it could be for tickets, it could be for sponsorships, um it could be for speaking or something else. And so it will help us draft that reply. And then the nice thing about that too is it will start another timer from the moment we reply to the moment they reply again.
28:31And it'll tell us roughly when it's time to ping them again if they need a reminder if they haven't taken any action. Cuz again, agents, the nice thing about agents is they are just relentless on trying to hit their goal.
28:42So whereas a human like me might forget to follow up with somebody a second or a third time, right? You're gonna if you out to someone and they reply, chances you reply the first time are pretty high, right? But I think chances you follow up maybe the third or fourth time because they didn't reply to your initial reply drop dramatically. I don't have the number. We could look at the numbers. I don't really have the numbers, but um I just think as human behavior, you're more likely to reply the first time you app to somebody and they respond to you. So if I app to
29:12Jason and I get a reply from him, I'm going to respond pretty much as quick as I can, right? But then if Jason doesn't actually do anything for let's say two or three days, I might forget that I responded to Jason. So the agent is nice that it's got this it's got different um tabs on this queue. You'll see here there's active, there's ready, there's waiting. Um there's some that need review. So those are ones that the agents have flagged that I need to review versus it just sending a message on its own. Um there are some that it's marked disclosed loss. There's a bunch
29:42in the scent. And so it will remind us every morning, hey, you emailed Jason 3 days ago. He hasn't responded yet. It's probably time for a reminder or another follow-up to him. Or, hey, you sent already two follow-up messages to Jason.
29:56He still hasn't responded. Should we try LinkedIn or something else? Or should we try a different PC at the same company if this is a really important contact to you? Again, the agent just gets better the more it learns about your outbound.
30:08Um, there's a question in the chat related. Um, can you guys explain why you use so many different outbound agents and not just one source? So, I'll give you guys my take on this interesting to get Jason's too on why we use so many. Um, in the early days, it was because we just had so many different vendors that wanted us to try their outbound tools, which I I realize it's probably not most of you, but um,
30:36then it actually became more nuanced than that. Then I realized, okay, there are actually there's strengths and weaknesses to each of these outbounding tools. And because SAS is unique in that we have different business lines and, you know, a six figure sponsorship versus maybe like a $1,000 ticket to come to Saster Annual and then we have a whole other media business. So like the podcasts, digital AI days like this, that's a whole other thing. Um, and usually the contacts and companies we're
31:06going after are completely separate to who we go after for either attending, speaking, or sponsoring one of our events. And so then it actually became, okay, we're going to use different outbound tools to ser to um to service different parts of the business. And so at first we were using Artisan only to do ticket campaigns because it was something where, you know, the ACV on a ticket is about a thousand bucks. um it was something that I didn't want to convolute the outbound for it to be
31:35confused in an agent and so I just threw that all into artisan. Now the agents have gotten that was a year ago maybe more than a year ago now. Now artisan actually does um some sponsorship outbound and some ticket outbound like the agent has gotten better. I haven't seen it get confused on these two business lines. I don't know if 12 months ago it would have not gotten confused to be honest with you. It was early days for a lot of these LLMs. you know, it's before GBT5 and probably before 42 or whatever. So, um, I wasn't
32:04confident that the agent would confuse our business lines. Now, I am confident in the agent. We've used it a lot. It does get you confused. There's ways you can configure it to have different context in each campaign that we're doing so that in different business lines, it knows what it should be pitching that person. So, the agents have gotten better. um where my old answer used to be one cuz it's just you know easier for us to separate business different business lines into different
32:31agents. Now the waters are a little bit more murky in that um we use Artisan primarily for a lot of our outbound um but it does have this issue that a lot of the outbound tools have where it doesn't use a lot of firstparty data and it's always slightly annoying sometimes um like it can ingest some very very very limited signals in what first party data you can use when you're outbounding the person but it for the most part will rely on third party signals so things
33:01like an Alexa or core signal um it will use more of those it will weight those signals more than any of our first party data and so that is why we use things um and it's also I will say um artisan is fairly manual in how we use it um we're giving it lists of specific people that we want it to follow up with and Monaco on the other hand is nice that I don't have to do anything like I literally met with the team again yesterday to like
33:29refresh our accounts and contacts in And that was it. Like I didn't have to like create all these enriched lists and like lookalike audiences and things we want to do. Now Monica is very unique in that it is also meant to be a CRM like if you're starting out and it's meant to be like your main goto market agent if you don't have something like a 10K. So we're a very like oneoff use case of Artisan uh or sorry of Monaco for sure.
33:55But the benefit of that one is it's the agent does a lot of the prospecting and the outbounding for you in a way that's very clever that as you know people who are busy on the go to market teams it will just keep filling its queue of people that you should be outbounding to.
34:12Yeah. And I think that's a good just to step back um because I think we've been doing this for a while. we're pretty early compared to other folks, right?
34:18And um so we the the LMS were pretty immature when we started this agentic journey um and the products were pretty narrow. Um don't adopt the same but one thing that is the same since we started this journey um 15 months ago. Stair step as Amelia said, pick one. Um uh take a look at two or three of the these tools, these agents, maybe four if you can tolerate it. um if you can run a little bit of a test ideally and just pick one and go get it working. Even if it's only for a subset of your outbound a subset
34:47of use cases, push that tool as far as you can, right? Um and then add another when you see the the gaps, right? And some of our gaps in the early days were outbound versus inbound, right? We used qualified in the early days at Salesforce bot because it was optimized on qualifying inbound and all the other tools are operating outbound. This is converging, right? I don't know in a year if we'll still use qualified. In fact, we've rebuilt all of that natively in our in 10K, right? So, it's there's so much change.
35:15So, don't buy every tool we use. Start with one and stair step it. Um, and then it's just all in flux and and bet on a leader. Like, bet on a leader. And then two other things I'll say. We're still It's still so early. There's so much change that best of breed is still the way to go.
35:34It is the way to go. I I don't mean and uh some sort of tacked-on tool. I would just and and we love we've got Asian force to work. We love Salesforce, but I would be skeptical of HubSpot's tools and skeptical of Salesforce and SAPs and other platforms. I don't even know and whatever is built into this that only because best there's so much energy being put into the best startups today that they that they really are vaulting ahead. Now, maybe it won't be true in six months or a year, right? Um it's on the other side in the CX space like a
36:03lot there's a lot of agent convergence and so like Zenesk I wouldn't have used Zenesk in the beginning of the AI journey as a moly it seems to be pretty good today based on the benchmarking gorgeous does but um there's a lot of benefits to best of breed how quickly things are going but we have too many agents we've said it before we haven't quite enforced our rule if we add one we take away one muse broke the rule we love muse for B2B not for consumer we'll talk about it for another time but don't adopt all of it just max one max a liter out and then add to it. Um
36:33and then the other the other point and we should go on the thing the other thing that that changed over the last couple months on why we use so many you know and I was critical on this if you go back some of our early early uh early ones of this of of our agent journey.
36:46Ameilia thought all these outbound emails were great. I thought they were mediocre but better than most humans. I thought most humans do like a three on outbound email, maybe a two. And I thought these products were delivering a five. And so Amelia thought it was like epic compared to humans we've worked with. And it was like no question our AI emails even a year ago, even when we just started, were better than almost any human that we've ever worked with at Saster. Maybe not in my whole lifetime, but better better than any human. And so that was the bar. And so we immediately switched all of Outbound to Agentic because it was better than the humans. I
37:16never thought it was great, but I I I'll be honest until recently, I didn't really understand why I didn't love the emails like a million. It had no first-party data. Yeah, these emails were using some basic web scraping. Maybe they now they use Exa and others and they could pull a little bit of data and they could pull data from our Salesforce record. So that's kind of a firstish party data, but the things our own agents know about us, right? The the sheer amount of every bit of Saster data makes those emails so much better that Amelia prospector she built herself. So I'm we're hunting for
37:45things where there's massive amounts of firstparty contacts in your outbound, inbound, and other things. It's going to be better. You're going to make inbound much better if it already know if if for base 44 for a million examples already knows that rep unlovable sponsors. It knows the ROI. It knows the number of leads they got. It knows that replet was the number one lead from SAS annual next year. Immediately telling that to a competitor or someone or an adjacent player is so valuable and how do you get that? So we're now that a lot of these products are pretty good, we're on the hunt to see what they can do with the
38:13best firstparty data. And I think I want to keep going but this is where the future is. Like we're not even going to talk about marketing automation today, but I don't know if marketing automation is even going to exist in a year because we're all going to have some sort of data lake with all of our data in it that marketing automation is pulling from, right? This it's all in flux. But first party data is the future. Those signals and and and and hacks and scrapes are great, but um that's why we there's so much change. So this stack will evolve in six months. And I know it's exhausting and it's also why no
38:42one's signing long-term contracts, but let's keep going. It's a really good question. It's a great question. Somebody asked us to if you if you had to start over today. A few folks have asked us like what would you use? Um, honestly, we have this custom tool now 10K, right? Like I would ask your agent.
38:59Like we're going to talk about this next. Like I would ask your agent what they want to use. Like we're hooked up to three.
39:04If you have an agent, if you have an agent, ask your agent.
39:08Because the benefit is the agent will tell you what it wants to work with. It's like letting your new head of marketing pick a, you know, whatever an out whatever or sales pick their outbound tool that they like. Like it's the same thing. Just in this case, you're asking your agent what they like.
39:23Um I will say to on the first party data, it's um I think they're doing the last presentation of the day. The ORSL guys have actually done their they just released their new pro it's I don't think it's called prospector, but their new prospecting tool um that they released actually does use first party data. So, um, it is super cool to see.
39:42They'll show it to you guys cuz I can't do it in 2 minutes, but they'll show it to you.
39:45Watch that one if you have time. We're going to incorporate it into our rotation in the coming weeks or months and we'll compare it for you, too, because it's the next frontier is the first party data, right?
39:53Yeah. Uh, hold on. I'm trying to find my on maybe it deleted it. Oh, no, it's here.
40:00Okay, hold on. We just got a little bit out of order. Um, okay. One last thing I want to talk about in outbound if it's helpful. So, because we have so many agents chewing outbound, I wanted to just also give you guys the top five things we're doing in Outbound today, just quickly. Um, and also across all of our four agents doing outbound, endless outbound every day, what times of days have been best for us. They might not be best for you, but I just wanted to quickly give you some of the data. Um, the number one thing we've done, and you
40:30can do this with Muse, like literally for B2B, you can do it with Muse. Um, don't you know do anything weird with your Muse if you have data rules at your at your company, but you can do this very easily to Muse. So, there's two parts to do competitor tracking that Muse can help you with literally for free. Um, you can feed your Muse agent or you can use, you know, if you have a customuilt agent, you can use that, too.
40:53I used Muse. It was really great at this. I just fed Muse a list of all of our historical customers, current, lapsed, media, annual, whatever it was. All of our customers I fed to Muse. I said, well, and this is very important.
41:08I said, "Hey, Muse, don't use this data in your model or your training. And we're also going to delete all this data when we're done with this chat. U but here's all of our customers. Give me a list of all each competitor to every customer we've ever had." and the muse agent went off and ran for maybe an hour to actually maybe longer because it was quite quite a long list. Um, but I told it to give me back the top three or four customer or competitors to each customer
41:37we've ever had historically. Um, and give me their domain name. So, give me the company name and the domain name because I need the domain name if I, you know, want to look it up, hook it up to other agents, whatever. So, it went, it did that and then we enriched it. We ran a play on not every single person, you know, we eyeballed it. We're like, some of these are are a stretch at competiting competing to our current sponsors or lap sponsors. And we've said that to our outbound agents. And let me tell you, it is it is literally the number one thing we do right now with our outbound agents is just relentless
42:07competitor um and lookalike tracking. It is working. This is like a perfect use case for outbound. So if you have no outbound today, just do these two parts of competitor tracking. load in your customers and then also just load in your direct competitors or ask Muse who it thinks your competitors are and then if why um sorry to interrupt but but um I I I thought you were going to share other things with Muse. Why is Muse better than Claude for this use case? I'm missing something why it's better than Claude here.
42:36You know, I find it well cuz for me I would like set these up at night time. I'd be like you know I'm about to go to bed whatever like Muse you're going to run all night on this. like you can run all night and by the time I wake up I'm going to have a fresh competitor list.
42:49Um the nice thing I think about Muse 2 is versus Claude here is it will keep looking every day. So now every day like twice a day very good with scheduled tasks. Yeah.
43:02Very good. Anything that's a recurring task they've invested a lot in this right everyone gets a VM that's running a virtual machine. Um and it was a little bumpy when it launched but now it just makes you schedule task. Anything you want to do every single day like a competitor look like right or or something it will do it it will do it every single day for you. Better than Claude for sure.
43:19Yes. And so you know Claude you can do it in code or co like it requires work to set it up.
43:24No you can just tell Muse you want to do it right.
43:26You just The other thing Muse is very good at related to that I because I thought you were going to is anything that is in the vague category of web scraping or web reading. Um it's very good at because Muse has its own embedded browser in it.
43:38Right. So you have a very sophisticated thing you're doing. I I I I have a few simple things I do um which it can just go out and look at the SAS annual sponsors and other pages and just compare them on its own autonomously every day, right? Because it has a browser. I'll talk about a lot harder to do in Cloud. That's a lot harder to do in Claw, right? So, all right.
43:57Much harder. No, no, no. So, again, these are No, these are like the top two things. These are all great points. Like these are the top two things we're doing with our Muse. are competitors to our current customers and then any any direct competitors. You have Muse, it'll go in browser, it'll look at their websites, it'll see what logos they have on their homepage, if they did any social media posts about who became a customer or a case study, and then it'll try and get it'll steal it'll try and steal those customers for you. So, like it's oversimplified, but Muse is really great at doing this every day. I have it
44:26checked daily. You can have it checked twice a day, but every day I get a little report in the morning of, hey, new new competitor brought in or whatever, ex-competitor brought in these three logos or um the other thing it actually does really well um we did a tracking to see, this is a bit unrelated but still related. Um what customers are clinical competitors lost. So this is another good one that Muse can do for you. it can use like the way back machine on its browser and just see okay
44:56these are let's just say these are the you know five logos they have today on their homepage but they used to have these five logos on their homepage so those five people might be looking for a new vendor it's really great at doing stuff like that um the other thing um uh outbound's really good at just the last three ones are you know laps lapsed sponsor last laps customers of yours and champion tracking it's always going to be really good at trying to find those new stakeholders and getting them
45:24re-engaged. I actually started to use it for event invites. Not something I previously did, but we had like a little um dinner we did at Dreamforce and reception. It was really agents are so good at just doing this stuff and getting people to go. Um and the last one I think is interesting are the data patterns like because you start to send outbound. Again, you could just ask your agent. I just asked 10K, hey, of the people who have been responding to us, is there any pattern? Is there any pattern in what year they came to
45:53disaster? Is there any pattern in what category they're in now? How AI native they are? Just ask it to look for patterns if it doesn't see it. And it actually found some. So then we've started to use those patterns in our outbound. So now the outbound is feeding itself. But um okay, I'm going to skip support.
46:10Just quick thing. I don't want to spend a lot of time on the Muse thing. I know a lot of folks are using Muse and Instincts and other agents, but a lot of these are consumer-based. If you haven't, here's my really simple um Captain Obvious point. Get yourself a Muse account, right? Because Muse has so so do some others too, don't get me wrong, Town of Instinct, but you you get a computer basically, a powerful computer. You get a browser that'll run and you get cron, so it will run tasks as often as you want for hours and it has its own LLM. It's much more powerful than just booking reser reservations at
46:39restaurants for you. Okay, so here's my here's my if you if you're already past this, ignore me. If you haven't gone deep on on on a on muse, just come up with any ideas you have around marketing or sales and just ask Muse how to do it.
46:53Just ask Muse how to do it. Um this morning I was I was up and I'm like, you know, I had an idea. We have we have our sponsors that come to SAS annual each year, right? And we promote they're on our YouTube and we write SAS articles on them. Muse, what do you think about the idea of like finding a good clip from each of them and running them each day in the afternoon and test them? He's like done. He went he found on on YouTube all the all the presentations from our sponsors. Found all the clips that would be helpful to founders, not anything that's promotional content. Ran
47:22them through a third party API and schedule them all out for two weeks and run an NB test on it. I'm not saying you can't do this question. How is it better than cla or chatb for us the simplicity and persistence are really powerful. Okay, you know you've got to get cla running or you've got to get other things running. It's a pain in the ass.
47:38Muse will muse is going to run this promotion for our sponsors for two weeks on its own and it came up with its own AB test and it's going to measure it against the other things. All I had to do is propose an idea and because it has all the components, right? The Chrome, the browser, the persistence, it can do all of it. Can you do it in other ways?
47:54Yeah, but I don't have I don't have the time. I use news for things. I don't have the time to spin up an agent or build or spend hours. I did this whole thing in five minutes this morning, right, when I was thinking about it. So I don't know of anything that we do in muse on this you cannot do elsewhere but we use it as our extra layer like stuff we want to do that we don't want to build in 10k we don't want to fire up raffle we don't want to do we just and so try it just your two or three things you want to do in marketing or intelligence or sales just ask use how
48:23do I do it and I I bet it will tell you how to do it it's pretty cool it has so much more than people think than making again making digital reservations or tracking plane flights it can do that too But um too, it's funny. So, on the topic of Muse, I actually asked Muse what we should do for AEO.
48:43And so, this is what Muse said. It's funny. I gave him like a few Twitter and like ex sorry X and like LinkedIn posts I had seen on AO. Obviously, everyone has their own opinion on AEO. Um and so I gave him a few posts. I was like, do you think these are full of it or do you think these are useful tips? It's like some of this is useful, some of this is not. Um, and so Muse is Muse is again I used Muse for this, not Claw, not 10K, I mean 10K has some AEO, but um, Muse is
49:11really good. It just because it has its own browser. I just gave it I told look at Saster.com, saster.ai, Saster Annual, just look at all of our websites, our own properties, and give me an AEO research score. And it said okay. And it said it's going to take a few hours because I'm going to prompt the different LLM's cold. like I'm going to be logged out. I'm going to prompt, you know, chat chat Gemini, anything it can get its hands on that it could prompt and ask different questions that it's
49:40hoping SAS comes up as the answer, right? So, it's going to come up with its own list of questions that it wants the different agents to see how they answer cold. Not some of these I think some of these social media threads I would be a little weary on about AEO because some of them are either agencies trying to sell you their AEO product um and then others I've seen where they I see results and I'm like that but that's your agent like your agent is biased to you like your agent has inherent bias
50:08because it's your agent. Like the real value is doing something like this where you ask a muse agent you could just sign up right now. ask ask a muse agent to do an AEO um benchmark for you and it'll go ask those other agents cold like not biased to you not some agency that you paid to say this is how I got the agents to recommend my client like just ask it to do it cold it's going to take a few hours it'll run this and then it'll give you a report after um but my muse is
50:36boiled it down into a couple things um to to get agents to recommend you or maybe why they're not recommending you Like there were there were some things even though we have some AEO and 10K there are some things Muse flagged that 10K missed. It was like hey you 10K doesn't really have a browser. He's stuck in replet. So it flagged a bunch of stuff that 10K missed. Um and just running a whole audit cold. Um and it's pretty interesting. It was like actually
51:06Saster is surfaced I think um it was like 46 out of 50 times when he ran like 50 different cold prompts. Um he's like, "But which" Which is like, "Which is great because you have so much content."
51:18He's like, "But um there are there are discrepancies sometimes and how the agents answer." And to that point, it like went through all of our three different websites and pointed out to me like where we have and I get it's confusing for an agent to know years, right? So, you got to take this with a grain of salt cuz it was talking about our events like it had some some agents were referencing like past Astro annuals, some were referencing like the 2027 website and so the agents got like a little bit confused on what they should say on attending numbers and who
51:48comes and demographics and so Muse was like you can clean this up very easily like just standardize everything to like this one set. Um republish everything. So, it's going to tell you like the first thing it wants to do and if you don't have these things, right? So, if you don't have a robots.txt txt um or an llm.txt.
52:06It muse can help you make one. So like that's why I like Muse. Like you can just ask Muse to do an audit and then if it sees that you don't have crawler access or LLM docs that you should have for the agents to read, not for the humans to read, it will help you make one. And so it's really great at doing that. Like I said, it has the browser.
52:25You can ask it to ask you questions like, "Hey Muse, I want to make these docs." and then add it to my website so that the agents can read it and then recommend us or surface us where it where it should be and it'll help you make these documents. And so, um, all of this is just again like fact consistency, making sure you have facts, not opinions across your website. Again, opinions are more for humans. Facts are more for agents. U, there's there was like a few different things that actually our muse pointed out that we
52:54had across our websites even still that is more for humans and then some of it was for agents. So, we've already started some of this. I would say, you know, we're not fully optimized in AEO yet, kind of like SEO always was. I don't think we'll ever be done. Um, but it's something where you can keep optimizing it and keep going on it. Um, to make sure you are the person that is the answer when they ask their agent, what is the best events to go to, we want it to say Saster. Um, there's a few
53:23other things. So, number one, I would say ask your agent. Just ask Muse if you don't have another agent. Um, another thing to do if you don't have those some of those docs I just mentioned which are more so agent facing figure out where you win and where you're weak first.
53:37Again, the agents want facts. Like good example of this is we I had Muse run our like our renewal numbers versus similar events. I said, "Hey, just look at I'm not going to tell you who our customers were in these like 2025 annual to 2026.
53:55you figure it out and look at other events that had a 2025 and a 2026 and see how many logos reputed because every event puts all their logos on the website. So, it ran that and it found we had a much higher renewal rate for our um sponsors and customers than a lot of the same quote unquote competitive industry events. Then it added that to those docs again that the agent will treat that as a fact because it's something that the other agents can go
54:23and independently verify not like a quote from a customer like testimonials only work so far with agents. They don't really treat them as facts, but they treat how many logos were on your website from one year to the next as a fact because it is a fact. So things like that, you have to think a little bit outside the box of what can I say is truly a fact um that the agents will see. Um another one I see common is pricing. Like if you don't have pricing publicly listed anywhere or even listed
54:51for the agents to find, they do ding you because when they go to recommend, you know, like what newsletter whatever marketing tool should I use? Um should I use Beehive recent blah blah blah whatever. Um, some of those have some of those like I think Beehive I don't don't get me wrong here. Beehive or some other one um charges you like a percentage fee for how many you know paid newsletter subscribers you have or whatever and one of them doesn't and so the agents treat
55:19that as a fact like your pricing is public on a page one of you charges for that one of you doesn't so the agent will just say that like hey I found what this person charges this other person it's a mystery that's a fact it can't find your pricing agents only deal with fact it's a very different way of thinking about marketing it is marketing and facts and not opinions. It's hard.
55:40It's a It's a weird one. So, I'm sure we'll hit this more on the agents. Um because it's something we are still going through and it's something I'm still I'm still learning by fire, but it's something you you start to get used to how the agents think of, okay? They don't care about images. They don't care about design. They really only care about facts. And the more you can tell the agent, the better. like the more it will surface you, the more you can publish content that your agent suggests for you with facts, not opinion, the better. So, you may need to start
56:09publishing content that is literally for agents um more so than for humans.
56:16Okay. Um cool. I think we hit a lot of things here and I know we have like four more sessions that I want to get you guys over to. Any any last things do you want to wrap on, Jason?
56:29Um uh well I guess we're at time right uh there's a lot more I think we're going to talk about this agentled growth over the coming weeks. Um I think for today this was great. Um but um you know maybe the the point and we've made this before in the agents maybe the one last thing I'll say this is about how to you know ask agents how to how to get picked. Um but going to this point just any agent you can ask ask about your app.
56:57Yep. Objectively, any agent you can find, Muse, Chat, Chibbi, and Claude are great, but we ask 10K, we ask QB, ask all of our agents, what what should we use for this, what should we use for this? And a and ask uh other folks apps, go into other applications that have agents, right? Go into any agent of any application. Go into any agent force. Go into any any LM and any because even if they're all using Claude, which they aren't anymore, there's many LM out there. They're all using different memories, different contexts, different
57:26histories. They all have access to different amounts of data and they're all making different recommendations. You may be surprised that you are recommended as a vendor less often than you think.
57:36You you may be surprised, right? Um and you may be surprised what competitors come up. Agents are attracted to brands. Don't let anybody tell you that's not true. They are. Brands are a proxy for quality for both humans and agents. But they know your data and they go deeper.
57:49And you need to find a bank of 10 agents uh that out third party agents out there where you can ask ideally at least every week in real time or at least every month. What would you use in my category? What would you use in my category for someone like me, for someone bigger, for bigger companies, medium companies, companies integrated with this? And you got to relentlessly attack any answers you get where you don't win. And you have to relentlessly protect your flank from where you do win because agents will be ruthless, right?
58:16We had a bump on one of our applications this week. It doesn't matter which one. Our agents told us to move all of all of all of a certain activity over to resend. All of it. And we did. We're not going to move a 100% of that activity of all of our we're going to move 100% of that cuz the agent said it to do it. Resend won and a number of others lost.
58:37It didn't recommend moving it over to other applications. It didn't recommend moving it over to HubSpot or Salesforce or others. Said move it to resend. And we didn't have time. And we did. That's the war you got to win and we're going to keep talking about that. All right, thanks everybody.
58:49Thanks everyone. You can go to sassyod.com to join us at the next session. I'll be there. So I'll see you in about two minutes. Thanks everybody.