Author: admin

Australian B2B brands have reported a double digit blow out in sales cycles even as global firms are cutting the time to close a deal. But those tapping AI in the process are slashing those cycle times by almost a third. Meanwhile, buyer influences are shifting – as is the rise of B2B influencers, per Dentsu’s Superpowers Index.

“We’re really lucky that we’re competing against a lot of ways of getting this [customer] information that are both incredibly expensive and incredibly inaccurate,” says co-founder and CEO of Aussie customer intelligence startup, Heatseeker, Kate O’Keeffe. Buoyed by US$1.5 million in pre-seed funding, and a swathe of ASX-listed and Fortune 500 clients including ServiceNow, Medibank and Tyro, and with former Uber and eBay CMO Steve Brennen as chief evangelist in tow, the three-year-old tech platform aims to disrupt the US$110bn market and customer research space by tapping large-scale behavioural experimentation with advanced AI and synthetic person avatars. The initial game plan was to give marketers a faster, more accurate way of tuning into what their customers really think to help validate campaign launches, value propositions and offers. Now it wants to redefine how companies understand the voice of customers to derisk business decision making with tech that delivers outcomes within two weeks. Can social-based experimentation and data collection with synthetic avatars work well enough to do away with the longstanding survey, focus group or consumer panel?

“We’re really lucky that we’re competing against a lot of ways of getting this [customer] information that are both incredibly expensive and incredibly inaccurate,” says co-founder and CEO of Aussie customer intelligence startup, Heatseeker, Kate O’Keeffe. Buoyed by US$1.5 million in pre-seed funding, and a swathe of ASX-listed and Fortune 500 clients including ServiceNow, Medibank and Tyro, and with former Uber and eBay CMO Steve Brennen as chief evangelist in tow, the three-year-old tech platform aims to disrupt the US$110bn market and customer research space by tapping large-scale behavioural experimentation with advanced AI and synthetic person avatars. The initial game plan was to give marketers a faster, more accurate way of tuning into what their customers really think to help validate campaign launches, value propositions and offers. Now it wants to redefine how companies understand the voice of customers to derisk business decision making with tech that delivers outcomes within two weeks. Can social-based experimentation and data collection with synthetic avatars work well enough to do away with the longstanding survey, focus group or consumer panel?

“We’re really lucky that we’re competing against a lot of ways of getting this [customer] information that are both incredibly expensive and incredibly inaccurate,” says co-founder and CEO of Aussie customer intelligence startup, Heatseeker, Kate O’Keeffe. Buoyed by US$1.5 million in pre-seed funding, and a swathe of ASX-listed and Fortune 500 clients including ServiceNow, Medibank and Tyro, and with former Uber and eBay CMO Steve Brennen as chief evangelist in tow, the three-year-old tech platform aims to disrupt the US$110bn market and customer research space by tapping large-scale behavioural experimentation with advanced AI and synthetic person avatars. The initial game plan was to give marketers a faster, more accurate way of tuning into what their customers really think to help validate campaign launches, value propositions and offers. Now it wants to redefine how companies understand the voice of customers to derisk business decision making with tech that delivers outcomes within two weeks. Can social-based experimentation and data collection with synthetic avatars work well enough to do away with the longstanding survey, focus group or consumer panel?

Retailers are “vetting suppliers through ChatGPT” and using LLMs to form business plans just as consumers are likewise shortcutting legacy search. That was the “eye-opening” realisation Patties Foods faced up to when TBWA and Eleven presented the evidence to its marketing team. Hence the prompt pilot of TBWA’s new system for brands to navigate AI search – and marketing and growth chief, Anand Surujpal kicking off an immediate trial program to tackle visibility in the LLMs. He calls it “total reputation” and says brand comms is next off the rank.

“We’re really lucky that we’re competing against a lot of ways of getting this [customer] information that are both incredibly expensive and incredibly inaccurate,” says co-founder and CEO of Aussie customer intelligence startup, Heatseeker, Kate O’Keeffe. Buoyed by US$1.5 million in pre-seed funding, and a swathe of ASX-listed and Fortune 500 clients including ServiceNow, Medibank and Tyro, and with former Uber and eBay CMO Steve Brennen as chief evangelist in tow, the three-year-old tech platform aims to disrupt the US$110bn market and customer research space by tapping large-scale behavioural experimentation with advanced AI and synthetic person avatars. The initial game plan was to give marketers a faster, more accurate way of tuning into what their customers really think to help validate campaign launches, value propositions and offers. Now it wants to redefine how companies understand the voice of customers to derisk business decision making with tech that delivers outcomes within two weeks. Can social-based experimentation and data collection with synthetic avatars work well enough to do away with the longstanding survey, focus group or consumer panel?