Welcome to Volume 122
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In this week’s newsletter, we cover:
- The AI ChatBot War is on
- The 2023 BRICK Report
Let’s jump in.
Don’t miss out on the chance to network with industry leaders and learn from top experts.
On March 13 and 14, 2023, Ross will speak at the SearchLove Conference in San Diego alongside Aleyda Solis, Rand Fishkin, and other accomplished marketers. Register today and save 15% on tickets.
The AI ChatBot War is on
ChatGPT has the fastest-growing user base, with over 100 million users in two months.
The numbers imply that 100 million fewer people are using Google search as frequently as they would if there was no easy way to find answers to questions.
Google sees this as a threat to its business growth—most of its revenue comes from ads. So Google launched Bard, a ChatGPT rival to improve the search experience and win back users’ attention.
While we admire Google’s speed in responding to a threat, we can’t help but wonder if Bard can compete and outdo ChatGPT.
At the moment, Google seems to have the upper hand because it is integrating Bard into its existing search engine—think up-to-date information. ChatGPT, on the other hand, only has data till 2021. That means you can’t get recent information from the tool.
Still, Google’s luck could change overnight if ChatGPT’s database is updated. We also haven’t had a chance to test Bard. (I know I haven’t, anyway). So we’ll keep our fingers crossed before drawing any conclusions. Bard is currently in beta mode, but we should see it roll out in the coming weeks alongside other new AI features. Google also introduced an AI-powered multi-search feature that allows users to search for both text and images simultaneously.
Perhaps, Google would have considered partnering with OpenAI instead of competing against its chatbot. Microsoft knew better. It invested billions into OpenAI and recently launched a GPT-powered homepage on Bing. The move resulted in 10x growth in downloads since forever 🙃.
Let’s watch as the chatbot war unfolds and see how it changes search as we know it.
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The 2023 Foundation BRICK Report Is Here
If you’re concerned about the future of content marketing, you’re not alone.
There is much to be concerned about, with AI chatbots disrupting the industry and an economic downturn resulting in layoffs and budget cuts. That’s why we created the BRICK Report to show you how to elevate your content marketing engine to the level of the industry’s top B2B tech brands.
If you’re unfamiliar with BRICK, it is a quantitative tool that helps you identify the most critical distribution channels and best practices for a successful marketing engine. Our analysis focuses on the industry’s top marketers and the strategies that set them apart.
We analyzed over 50 data points for 442 B2B tech industry companies, including SaaS brands, consulting firms, and large tech-enabled companies, to identify the key components of marketing excellence. And we compiled our findings into this report.
The BRICK report is a goldmine for C-suite executives and marketers. We cover critical issues such as the importance of product vs. brand, the impact of social media channels on revenue, and the relationship between blog posts and traffic. The full report is only available to Lab Insiders.
Become an Insider today to access the full BRICK report, exclusive B2B SaaS growth, SEO, & content case studies, and other resources.
🎧 Listen to the latest episode of Create Like The Greats as Ross shares 20 harsh truths he has learned throughout his career and life.
B2B NEWS YOU SHOULD KNOW:
🤖 Quora’s AI chatbot Poe is now available to iOS users. Poe allows users to ask questions, receive instant responses, and converse with several AI-powered bots.
💸 dbt Labs acquires Transform to expand its data analytics platform.
🔘 TikTok’s Promote advertising tool is getting new targeting and boosting features, which allow advertisers to add a call to action. This allows advertisers to drive traffic to their TikTok page, where they can showcase their products or services.
💰 IBM acquires StephZen to help enterprise businesses create better digital customer experiences.
BRAIN FOOD OF THE WEEK:
How do you make readers feel like you read their minds while they consume your content?
You do so by finding language/market fit.
You know you’ve found language/market fit when prospects experience an “Aha moment” while consuming a piece of content you created.
When you use words that resonate with your audience’s goals and pain points to describe your solution to prospects, you’re sure to win their hearts because they feel you get them, and you can help them get the solution they need.
Finding this fit is critical for B2B SaaS companies, especially early- and growth-stage startups.
Matt Lerner, co-founder and CEO of Startup Core Strengths outlines four ways SaaS founders, strategists, and marketers can find language/market fit in this article.
Here’s a snapshot:
- Ask them questions and capture the words they use to describe their experience with your product or service. That’s how you uncover your customers’ or prospects’ goals, struggles, and language.
- Use your interviewee’s words to draft some headlines.
- Test those headlines on other people. Listen for feedback to uncover whether or not it resonates with them.
- Create a simple ad design, and run the same ad with different headlines. See which one performs best with your audience.
As you experiment, you’ll find the right words that hit home for your audience; document them for your marketing team. These words will frame how you communicate on your landing pages, blogs, and other user-facing assets.
If you’re a SaaS founder struggling to find product/market fit or a marketer looking to connect better with your audience, you can read the full article here.
HIRING BRILLIANT B2B MARKETERS:
- VP of Client Services
- Director Of Strategy
- Content Marketing Strategist
- Content Marketing Specialist
TWITTER THREAD OF THE WEEK:
How do you know that you’re on the right track with your content marketing efforts? by Rosemary Egbo
NICE FINDS YOU SHOULD BINGE
- How To Find Additional Content Opportunities Using Search Console by Andy Chadwick
- Loom’s Product-led GTM Playbook: How It Became Worth $1 Billion by Jessica Tee O.
- Pull, Don’t Push: How Catalysts Overcome Barriers and Drive Product Adoption by First Round Review
- Divide and Conquer: HashiCorp’s Multi-Product Strategy for Taking Over a $630-Billion Industry by Ethan Crump
- AI Chat & SEO: 11 Ways to Use Jasper Chat for Organic Growth by Krista Doyle
WHAT WE’RE WIRED INTO THIS WEEK 🎧:
This charcuterie board of insights is brought to you by me, Jessica Tee O. ✌🏾!