This episode features an interview with Niloy Sanyal, CMO at LeanTaaS, a growth-stage company that creates software solutions combining lean principles, predictive and prescriptive analytics, and machine learning to transform hospital and infusion center operations.

In this conversation, Niloy and Ian debate the merits of last touch versus multitouch attribution models. They also dive into the potential of AI SDRs and the benefits of ungating the content on your website.

Key Takeaways:

• While reporting last touch attribution may help CMOs establish credibility, there are benefits to thinking in terms of multitouch and how to best determine the next best touch.
• B2B still has a way to go to fully leverage the capacity of our current LLMs, not to mention the new versions coming out. There is immense opportunity in AI SDRs and BDRs.
• If you may the CEO fill out a form on your website, you’ve lost them. Ungating content allows high level prospects to consume the information they need.

Quote:

•  I am absolutely bullish on the impact of generative AI in the tactic of, to start with BDR and AE sales motions as part of our broader ABM execution. But very soon our comms execution, and every part of the marketing execution. But right now, early days, so I don't want to oversell it. But, the promise of what this can do without any improvement on the LLM. Like we were having this debate last night with another thought leader and I don't need chat GPT 5 to come out. I think 4. 0 or 4 is good enough and it's actually great. We just haven't caught up in a B2B environment to take advantage of it. And what I'm seeing from our early experiments, we've been at it now for three, four months, is absolutely astounding in what it can do. It's not going to replace BDRs. Let's be clear, you're in the Bay Area. If you drive from, you know, Peninsula to the city, I almost feel half the billboards these days are on like AI-automated SDR, BDR type of a thing. Not in my space. It's not going to automate that any, replace rather, but it can supercharge. Those individuals and it can supercharge. So I'm very excited about where we are.

Episode Timestamps:

*(04:00) The Trust Tree: Last Touch Versus Multi-Touch

*(30:07) The Playbook: The Potential of Gen AI SDRs and BDRs

*(44:05) Quick Hits: Niloy’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn: https://www.linkedin.com/in/ianfaison/
• Connect with Niloy on LinkedIn: https://www.linkedin.com/in/niloysanyal/
• Learn more about LeanTaaS: https://www.linkedin.com/company/leantaas/
• Learn more about Caspian Studios: https://caspianstudios.com/