Marketers of Technology
00:07:23 · Andres Figuera, Renee Calabro
[00:07:23] S1: Emphasis in controlled environment because I've heard about the tokenomics within the companies and that everybody goes crazy with the LLMs. And then it's just a big token burn of the AI budget that was supposed to be a certain value, and then it just surpasses that. So I love the fact that you're taking care of that. And you also mentioned that you created your own LLM for the company? [00:07:43] S0: Yes. So we are so we are an AI native platform, but we are built upon two legacy companies. And so when the companies came together, our chief data officer built a central LLM to merge the data for both companies that our employees could query to serve customers faster. [00:08:03] S1: Okay. And then is this something that you use that also functions as like a guardrail for information that TSI... TS Imagine may have, and therefore your customers can have more trust in you guys because you're not just using ChatGPT or Claude or anything like that? [00:08:22] S0: Yeah. So it is totally secure, built on Snowflake, and it's really just to facilitate internally rapid access to troves of information. So that could be like a contract or, you know, a history of usage of a product or anything that would help a client service representative serve a client faster. [00:08:43] S1: Amazing. Amazing. And now shifting the perspective, because I love to talk about AI and then talk about teams. So Renee, how big is the team that you have helping you out with this whole endeavor as a CMO?
00:08:43 · Andres Figuera, Renee Calabro
[00:08:43] S1: Amazing. Amazing. And now shifting the perspective, because I love to talk about AI and then talk about teams. So Renee, how big is the team that you have helping you out with this whole endeavor as a CMO? [00:08:54] S0: Yeah. So we actually have an integrated agency model. So I have an editor, a head of events, and a digital marketing coordinator internally. And then I have an advertising firm, a creative firm, PR agency, social media firm. And so we all operate as one cohesive team. And because a lot of what we do is virtual, even though TS Imagine is in person, it really does feel like one team, even though some of our employees are at agencies. [00:09:25] S1: I love that. No. And being able to really just get the help from the specific areas from an agency that you need and just have, like, the, what's it called? Like your centric team be the the people you mentioned. I feel it really helps just be able to align and whenever these agencies send you, I don't know, a campaign or an idea they have, you guys just review it, make sure it aligns with the brand is representing, and then you just put it out? Or do you have another process for that?
00:09:25 · Andres Figuera, Renee Calabro
[00:09:25] S1: I love that. No. And being able to really just get the help from the specific areas from an agency that you need and just have, like, the, what's it called? Like your centric team be the the people you mentioned. I feel it really helps just be able to align and whenever these agencies send you, I don't know, a campaign or an idea they have, you guys just review it, make sure it aligns with the brand is representing, and then you just put it out? Or do you have another process for that? [00:09:52] S0: Yeah. Actually, just before this call, I was on a strategy call about the new website that we're launching in 2027. And my management style is to start with the business strategy because our agencies and employees are smart. And if they know what their goal is, then they're gonna do a better job in terms of getting us there. So our strategy is to continue to attract tier one banks, hedge funds, and asset managers. And so we were talking about our AEO strategy and how to build that into our new sitemap. [00:10:22] S1: Okay. And awesome. Because this was, like, gonna be my next question. Like, how are you being able to then to generate demand for what TS Imagine is offering?
00:10:22 · Andres Figuera, Renee Calabro
[00:10:22] S1: Okay. And awesome. Because this was, like, gonna be my next question. Like, how are you being able to then to generate demand for what TS Imagine is offering? [00:10:31] S0: Yeah, that's a great question. So, we have a lot of different sources of potential demand. Our own client base is a huge source of demand because they already trust us and they've been working with us in many cases for a decade or more. And so in terms of TSIQ specifically, it's available to them within a couple hours. They can just switch it on. So that's a market. But also, there's a whole market out there of capital markets firms that need to show AI ROI immediately. And so we are running ads at those decision makers. So we just launched a campaign a couple hours ago aimed at CTOs of these large financial organizations because there's a benefit to them having the oversight of using one platform internally. And so there's a lot of different ways. We also have a huge events program because back to trust, being in person, shaking hands, making eye contact, that goes a long way in in building trust.
00:10:31 · Renee Calabro, Andres Figuera
[00:10:31] S0: Yeah, that's a great question. So, we have a lot of different sources of potential demand. Our own client base is a huge source of demand because they already trust us and they've been working with us in many cases for a decade or more. And so in terms of TSIQ specifically, it's available to them within a couple hours. They can just switch it on. So that's a market. But also, there's a whole market out there of capital markets firms that need to show AI ROI immediately. And so we are running ads at those decision makers. So we just launched a campaign a couple hours ago aimed at CTOs of these large financial organizations because there's a benefit to them having the oversight of using one platform internally. And so there's a lot of different ways. We also have a huge events program because back to trust, being in person, shaking hands, making eye contact, that goes a long way in in building trust. [00:11:32] S1: Now I can only imagine because, yeah, like, I feel the financial industry is a bit more traditional in that sense, and you really need to be able to look somebody in the eye and say, hey. If gonna you're be managing or helping me with my finances, I really need to know who you are. But when you mentioned that you are targeting, for example, the CTOs in the campaign, you just said, what are the channels that are working best for you, Renee? Would you be able to tell us a bit more about that?
00:11:32 · Andres Figuera, Renee Calabro
[00:11:32] S1: Now I can only imagine because, yeah, like, I feel the financial industry is a bit more traditional in that sense, and you really need to be able to look somebody in the eye and say, hey. If gonna you're be managing or helping me with my finances, I really need to know who you are. But when you mentioned that you are targeting, for example, the CTOs in the campaign, you just said, what are the channels that are working best for you, Renee? Would you be able to tell us a bit more about that? [00:11:58] S0: Yeah, sure. So the website channel is an active one and we get a lot of leads from the email campaigns that we have, whether it's sending out thought leadership or an announcement explaining something, that tends to be a good source of leads for us. Similarly, our ad campaigns perform pretty well. And we're actually able to use LinkedIn effectively because they're the segment of our buying committee that spend a lot of time on LinkedIn every day. So I would say those are the three channels. [00:12:29] S1: I love that. I love that. I love that. And when you go to events, Renee, do you have leadership from TS Imagine speak at those events, conferences, or whatever they may be? Like, you have a presence in that way or do you just go to like network in the old school style?