Where was I? OK - summer madness is over, the Nordic and Europeans are all back in the saddle, and we British have survived heat and pestilence. Our friends in America - we still love you (but not him).
Vile Rumour & Gossip
POC does not always reflect the platform delivered - No names on this one, but an eCom retailer told me this week that the POC tech they used for a new eCom platform was not the tech supplied once the contract was signed. Broken API’s, missing functions and inconfigurable front ends. They were forced to go back to the platform who lost 6 months in and change. Who lies like that?
Do not build an AI team - We know some brand-side peeps who have these units, but a little like “digital” who kept the door locked a few years back, these don’t work. In most cases they’re building things people don’t want, and are already a laughing stock.
The trouble with LinkedIn eating itself is... Over 20yrs we’ve all built a habit - 5 minutes 35 times each day, the drumbeat of biz dev, partnerships, event FOMO and competitor jealousy - Gone (almost over a single summer). I am seeing only “Suggested posts” and worryingly right wing bombast in my feed. Sad times. The alternatives are (frankly) a bit crap. Our CF community is very active in a way LinkedIn used to be, it seems odd that these platforms are driving us away don’t you think?
Cimulate - overpromising sadly Salesforce bought these guys back in February, and SF’s many sales teams are out there doing demos. We happen to know that the business has left a trail of less than satisfied clients behind them (basically having sold an unfinished product), which given the scale of the sales & marketing machine now behind them is a worry. Please - sort out the clients first - DM us and we’ll give you a list :)
Outreach isn’t dead
I hate the term “reaching out” (No, I’m not in the Four Tops so it’s not allowed), but so many people come to me nowadays and ask about SDR tactics that I’ve decided to write about it a little.
Firstly, content and personalised DM is the way forward for the first contact. Do not even THINK about making a phone call until you’ve done a great job at this - it’s called marketing and other industries outside of tech have been doing it for years.
I’ve watched a two person team (founder of Slip Tash Grossman and her marketing mgr) create amazingly creative DM that supported their networking activities and secured the first meeting almost without a call - but these DM pieces take time - a day at least per prospect. Are you willing to do that work? In the absence of a team and a budget then Tash had no choice - I wonder if she’d do the same now that Slip has grown?
It’s also good to hear that some really modern tooling has emerged from the bloodbath of things like Apollo - Ample Market is being adopted rapidly because unlike so many others it contains some good reliable intent data, coupled with the lists you need. SDR’s then do not annoy humans with no interest at all :)
If you’d like to see any examples of really good creative B2B DM then message me and we can see if we can share.
Client-side fatigue
The summer has been a tough one for most brand teams. The year hasn’t turned out to be an easy one to move jobs, and so a lot of people are 4-5yrs in - and sad they’ve not had the bump or the exit they wanted.
Many of those in senior eCom & Digital roles feel they’re a resource rather than a leader, the word “firefighting” comes up a great deal - especially over the summer as teams prep for peak with fewer team members.
Why is this important? It plays to the commercial environment that buyers and sellers are operating in. 5 years in a business and you have both delivered and lived with the things you’ve sent live - for better or worse. Your CEO has seen what you have, and your peers are aware of what you’re really like. You either now have autonomy (if you’re good) or a controlling CFO (if you’ve been bad).
The AI Estate Agents
Whenever I read a post about Anthropic investing in infrastructure, it makes me think of the ways Data Centres are typically funded. At the top end, they’re made to look like part of AI, but in reality this is just dirty old bare metal server stuff, with words made up to cover up the machines inside.
Data Centres are Real Estate deals, with people who invest in commercial property doing so because a DC offers a high yielding investment. These guy aren’t looking into unused Nvidia compute, or even empty racks... and a lot of this debt is being hidden amongst small investors.
AI is dressed up and ready to float, but the story is a dirty one.
Another insult from our ecosystem, this time from Jasmin Guthman who sent us this issue’s insult. Who do you know that is a Cocktupus?
And finally - some events to think about
MACH X - Late Sept - I’m on Agenda duty so it’ll be epic of course
Customer X - Mid-Oct - Ian Jindal’s latest idea... should be excellent
Jamie
