SaaStr 751: How to Use AI-Powered Marketing to Get More Leads and Customers with Guillaume Cabane of HyperGrowth Partners

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.

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?

Each motion has different CACs. The sales-led approach we’re used to, which is pretty efficient but relatively expensive. On the other side, 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.

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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