Deep Dive: AI-Powered Marketing to Get More Leads and Customers with HyperGrowth Partners

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AI's Impact on Marketing Efficiency: Guillaume Cabane emphasizes that AI tools are now capable of delivering higher quality and faster results at a lower cost, fundamentally changing the cost of customer acquisition (CAC) across various marketing channels.
Outbound Marketing Transformation: AI-driven outbound marketing can now outperform traditional SDR teams by automating data scraping, email personalization, and outreach, leading to higher conversion rates and lower costs.
SEO Revolution with AI: AI can generate high-quality, programmatic SEO content at scale, outperforming traditional methods and enabling smaller teams to achieve significant organic traffic growth.
Paid Advertising Optimization: AI tools within platforms like Google Ads are now highly effective at audience targeting and bid optimization, reducing the need for manual intervention and allowing for more efficient ad spend.
Shift in Marketing Roles: The integration of AI is leading to a reduction in traditional marketing roles like SDRs, with a greater emphasis on technical marketing roles that can build and manage AI workflows.
Composable Tech Stacks: Due to the rapid evolution of AI technologies, marketing leaders are advised to adopt composable tech stacks that allow for flexibility and quick adaptation to new tools and platforms.
Future of Human Interaction in Sales: While AI is taking over many aspects of marketing and sales, there will still be a demand for human interaction, especially for high-value enterprise prospects. The future may see a blend of AI-driven initial engagement and human-led closing processes.
As a marketing leader, how do you use today’s AI platforms and tools to become more efficient? Guillaume Cabane, Co-Founder and General Partner at HyperGrowth Partners and ex-head of marketing at Drift, Gorgias and Segment, shares how you can win with AI in outbound, SEO, and paid.
Deep Dive: AI-Powered Marketing to Get More Leads and Customers with HyperGrowth Partners
AI was good a year or two ago, but its quality was less than that of a human. There was less cost and less quality. Nowadays, we have more quality and speed, yet still at a lower cost. What does that mean for marketing?
The Real Impact of AI Today
Each motion has different CACs. On the far right, you see the sales-led approach we’re used to, which is pretty efficient but relatively expensive. On the left, you have PLG, which is fairly cheap but generally drives lower CAC and smaller customers.
You have this spectrum from low contract value to high ACV, which is correlated with low CAC to high CAC.
The ACV/CAC Spectrum
With those CACs and ACVs, you have typical segmentation of micro to Enterprise, and within that segmentation, you have the channels. On the cheap, low-CAC side, you’ll have SEO and virality: the PLG playbooks.
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