Turing's Tofu #18

📰 This Week in AI & SaaS 📰

• The Financial Times (FT) and OpenAI have struck an agreement to enable OpenAI to use FT content to train its ChatGPT models, with ChatGPT users able to see summaries, quotations, and rich links to relevant FT journalistic articles, in response to their queries. Read more. 

• Advertisers are losing confidence in Meta’s AI-powered ad tools–which Meta originally positioned as a “set it and forget it” AI-powered solution to online advertising–claiming they’re misfiring, leading to a waste of ad budget and a decline in sales, something which Meta refuses to take accountability for, insisting they're running as expected. Read more. 

• Elon Musk goes ‘absolutely hard core’ in another round of Tesla layoffs -Tesla is undergoing another significant round of layoffs, impacting hundreds of employees, including senior executives like Rebecca Tinucci and Daniel Ho. This comes shortly after a previous workforce reduction of 10%, as Musk aims to cut down the staff that doesn't meet his "excellent, necessary and trustworthy" standard. Read more.

• OpenAI has opened up its memory feature to all ChatGPT Plus users (outside of Europe or Korea) which can remember (and also forget) user preferences, and can also be disabled. Read more.

🌟Turing’s Top Picks 🌟

FEATURED TOOLS 

• Fusion OS: Fusion OS is an AI-driven tool that can generate tailored marketing copy and creatives for different channels, reducing the time from campaign ideation to execution. Try it. 

• Constant Contact: Constant Contact is an AI digital and email marketing platform for start-ups that need to find, attract, and engage customers, and align their teams and convert leads. Try it.  

• InfluencerFarm: InfluencerFarm is an AI-powered tool that enables users to outline their ideal influencer type, before generating a unique, AI-powered virtual influencer. Try it. 

Read of the Week: 

A new report explores the economic impact of generative AI

Google has released a report on the potential economic impacts of generative AI, focusing on how the recent surge in generative AI may impact productivity, labor markets, and the skills workers need to succeed in an AI-powered economy. Read it.

💡 Marketing Moments with Mounier 💡

This weeks edition is packed with insights, so let's keep this week's Marketing Moments with Mounier update simple: Check out the new podcast Angles & Insight by Casey Hill from ActiveCampaign!

In the first episode, Casey brings together two giants in the software industry to discuss today's hottest SaaS topics.

On one side, Wade Foster, co-founder and CEO of Zapier, a leader in no-code integrations with a valuation of $5 billion.

On the other side, Jason Lemkin, founder of SaaStr, the world's top SaaS event company. He's also a serial unicorn investor who sold his last company, Echosign, for $400 million.

In this pilot episode, they discuss:

• Does remote work affect productivity?

• What marketing channels are working in 2024?

• Should teams focus on building owned assets or rely on "walled gardens"?

• What jobs will AI replace? What’s hype, and what’s reality?

• What are SaaS founders and executives talking about behind closed doors?

This episode is a must, so buckle up and enjoy!

👇Angles and Insight Podcast👇

👾 TOFU Quick Bytes: Structure Studios Teardown 👾

Structure Studios teardown

Founded in 1999, Structure Studios is a B2B SaaS company that designs and develops 3D software for professionals in the pool & garden design industries. 

Strategy overview: 

Structure Studios develops specialist, high-quality 3D-visualization software solutions that allow designers to create bespoke pool and landscape designs, which include detailed features like water effects, tiling, and depth variations. They primarily target professionals like landscape, hardscape, and outdoor living space designers, builders and architects with their advanced, precision tools that allow them to present complex outdoor living environments realistically. 

Performance Analysis:

• They serve 96% of industry leaders from small businesses to multinational corporations, including some of the largest manufacturers 

• Their software is used by 48 out of 50 top builders.

• They average $6 million in revenue per year 

• They won Inc’s Best Places to Work in 2021 

How have they achieved this? 

Critical Teardown:

What does Structure Studios do well?

They employ a feature-first marketing strategy: All Structure Studio's marketing is centered around its product offering: Their high-quality, best-in-industry, 3D design software, which is specifically tailored to the needs of professional outdoor space designers, landscapers, builders and architects. They showcase the capabilities of their software in their ads, on social media and on their website, which directly appeals to professionals in this industry.

They have a strong digital presence: Structure Studios has an eye-catching website that highlights their past projects and serves as a digital brochure, clearly displaying the capabilities of their software and how happy their customers are, and providing a point of contact for prospective customers. They are also highly active and visible on social media platforms, especially Instagram, since it is a highly visual platform, and LinkedIn, which they use to attract professional designers, builders, and architects. They use these platforms to regularly post high-quality images of their designs, updates on ongoing projects, and news about their firm, which helps them build brand awareness and engage with a broader audience.

They produce a lot of quality content: Structure Studios regularly publishes topical and industry-leading blog posts, case studies, and white papers, and have even written a book to help establish them as a thought leader in the space and address key industry trends, design challenges, and innovative solutions, which appeal to their potential clients.

They utilize client testimonials: Structure Studios showcases client testimonials and positive case studies on their website and social media to boost credibility and build their reputation. They even have a dedicated space for testimonials and success stories on their website: 

They send industry-centric newsletters: Structure Studios sends monthly newsletters so they stay at the top of their potential clients' minds. These newsletters include updates on their product developments, their latest projects, expert insights into design processes, and invitations to events.

They have live video learning available:  Structure Studios has a timetable of classes that people can choose to join and learn about specific parts of the software that are relevant to their job role, industry or client. 

What doesn’t Structure Studios do well? 

Unclear pricing and usage limits: A lot of negative reviews for Structure Studios seem to be about unclear pricing and messaging around what users are paying for. Although they do state the prices are ‘per user’, this information is easy to miss, meaning new customers–who aren’t aware they need to buy and pay for licenses, for each user–feel blindsided when they receive their first bill and could churn, as a result. 

There is also a lot of information on the pricing page. This can be overwhelming for a user. One suggestion would be to make a simple interactive pricing page that is positioned to help the visitor find the perfect plan. This could have a few key inputs and then show them the details and information for the plan that works best. This would reduce decision fatigue and make the plan seem more custom tailored for the user.

AI integration

Structure Studios uses AI to offer users advanced 3D design tools: 

3D visualization: They use AI algorithms to create realistic 3D visuals of landscapes and pools, with automatic texturing and lighting adjustments based on environmental settings, which helps designers and clients visualize the end results in different conditions.

Design features: AI also automates some design tasks, like suggesting optimal locations for trees, furniture, or decorations, based on the aesthetics and functionality of the space, which speeds up the design process.

Customer interaction: Structure Studios has installed an AI-powered chatbot onto its website that encourages interaction and provides users with instant responses to inquiries about the design or the software.

Key takeaways: 

• Try a feature-first product marketing strategy that’s tailored to specific target markets to showcase your product or service in a way that resonates with your audience. 

• Make sure you're regularly active across several digital platforms, especially social media, to give potential customers updates on ongoing projects and company news to build brand awareness and engage with a broader audience.

• Regularly publish quality content, such as industry-led blog posts, case studies, and white papers, to establish yourself as a thought leader while addressing key industry trends.

• Consider sending newsletters, with key industry insights, to your clients and potential clients so you stay relevant to them, and at the forefront of their minds.

• Consider running a timetable of training videos so people can choose when, how, and what they learn about your product.

• Make sure your pricing and terms are clear to avoid confusion and churn when people get their first bill. Possibly build an interactive pricing experience to help reduce decision fatigue. 

• Consider utilizing AI in your product features, and employ a chatbot to capture customer feedback and answer inquiries quickly, without needing additional resources. 

What campaign or content marketing strategy would you like to see torn apart, next? Let me know! 

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