Marketers of Technology
00:16:35 · Gijs Hoonhout
And then we have a flexible layer whenever we need specialty on the PR side, event side, design side, videography, all these kinds of things where people just check-in or on the brand or creative side, if we need a new pair of eyes, because obviously we have a lot of insider bias and sometimes it's also really nice to have an advisor come in and look at it and say like, sure, but if you're not an insider, this is just a random person saying something random, or this is perceived as X, Y, and Z. While we fully believe with our inside branded mind that this is the perfect way to communicate this, and someone else comes in and says, okay, this doesn't come across as what you mean, what you think it is. So that's definitely all super useful. So that's how we sort of set up the marketing team to be flexible and have the human seniority that we need to deliver quality, but also not to have a super big marketing team for the growth stage that we're currently in. So we try to combine the best of both worlds in this way, supplemented with AI, but also it really helps that the whole organization is onboarded and everyone is contributing to cloud being as relevant as possible. So that also helps a lot.
00:17:43 · Andres Figuera
[00:17:43] S1: No, it really does. And making sure that the LLM is right on brand and is doing the designs and what you need within the essence of what you want the brand to represent is very important. But it is so funny that when you're too close to it, you're so proud of the word that... Of the work that you've done that maybe somebody from the outside, a third perspective is needed just to say like, hey, this might not be communicating what you want it to communicate actually. So I love that. Love that mention that you did there.
00:18:11 · Gijs Hoonhout
[00:18:11] S0: Quite interesting examples actually that we, for next year want to be as sharp as possible. And obviously the markets also develops, especially on the investment side, right? Because there's always different trends, there's different technological advancement, there's different geopolitical shifts, there's different economical policies. So there's a lot of things moving. So we're now in process of setting sort of the right message for the next year. But then also to really start with an AI enabled process, but it's all very human driven that we really try to from data, from notes, from conversations, try to distill, okay, what is actually our ICP? Like what is the actual traits and type of graphic traits of this person that we have in mind? Then to really start with key insights of what is actually driving this customer truly on an emotional level, and then coming up with a key message that we can maintain for a big part of the year to build campaigns around and be consistent, where you really see the benefits of going through a large amount of data points and a lot of copy and text to see what are the biggest trends, to not try and base it on a lot of the assumptions that we already have. And from that point to really, in a pretty human way, try to just tell, okay, what is then the exact ICP, what is the exact core insights, and is it actually validated by data and quotes from customer interviews and sales conversations? And then can we really make a message that resonates well with the audience? So there's lot of enablement, but there's also still quite a human process where a couple of people, both internal and external, are in a room hashing it out, what to give weight to what elements pretty much. And what the comedy nominated are in different visions together.
00:19:55 · Andres Figuera
[00:19:55] S1: And by the nature of the industry that you guys work in, I imagine that it is very much needed to having that human analysis and review to whatever the AI spits out. Even though you might have it as trained as possible, it is always this guardrail that you need to have with the team to just make sure that everything is appropriate. So I totally understand that. And I'm I'm noticing we're almost out of time here, but I do have one more question for you guys. Just... Oh my. And it is towards the end of this year, since we're already arriving two months away from 2026 from 2027, what would you like to say that you were able to accomplish as head of marketing at Carbon Equity Man?
00:20:32 · Gijs Hoonhout
[00:20:32] S0: Well, interesting project that we've currently launched is actually doing a podcast. Obviously it's an interesting, I think project for us to experiment with because it's more on a philosophical level, talking about the meaning of money. What does money do with your identity and how does your identity influence what you do with your money? So it's definitely an interesting experiment where by the end of the year, we can really evaluate if that adds something, because it's definitely not that commercial. It's from the perspective of our CEO. It's very authentic searching for finding the meaning behind money in that sense. So that's definitely a nice experiment that I'm curious to see how it unfolds and if it adds to the wider story that we try to get into the market with money as a means and helping to solve different kinds of challenges. And obviously the end of the year is very much a, on the commercial side of things, fundraising deadline. A lot of our funds are closing end of the year. And it's also for a lot of investors, a sort of a cohort of capital allocation. So it's also really end of year push in that sense that a lot of people are thinking about their capital allocation, where should I invest in, also a different year for taxation. So there's definitely a lot of things happening there to really make it a very strong end of the year. And so far, we're doing quite well to hit our targets on that side. So that's also on the output side. There's a lot of exciting things, but also on the input side, we have done a lot of experimentations that are now paying off, and I'm very curious to see where we end up.
00:22:02 · Andres Figuera, Gijs Hoonhout
[00:22:02] S1: And are you already recording the podcast or is this something that's all set and you just need to make the episodes or on what stage are you [00:22:08] S0: at? We have recorded five episodes and we launched the first one on Tuesday, last Tuesday. We'll launch an episode every Tuesday from now on for the coming five weeks. But I'm very happy with the first traction because after four days now, we have more than 20 ks place. So that's above our expectation. So super nice to see that people are happy with this topic and are super happy with the, at least the first guest and we have super strong guests coming up. So I'm quite excited to see if we can get this money as a mean story and have a discussion about money in general in the wider market. So this is super exciting to be a part of. [00:22:44] S1: That is so cool, man. Congratulations on that. So, yeah, before we do finalize the episode then, just wanna give you the space for you to let anybody who's hearing us and is interested in the podcast what the name is once more and how they can get in contact with Carbon Equity if they're a fund and want to invest with you guys, or if there's anything that they are interested in. What would those two things look like?