Riding the AI wave in SaaS with Josef Trauner and Thomas Peham @OtterlyAI

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #45, Anna Nadeina talks with Josef and Thomas from Otterly, a new tool in content & brand monitoring for AI-powered Search Experiences.

Josef and Thomas come from diverse backgrounds, both steeped in the world of SaaS marketing. Their paths first crossed at Usersnap, where they collaborated for four years. Josef’s entrepreneurial spirit led him to found Usersnap in 2013, a user feedback platform that has since been acquired by saas.group. Meanwhile, Thomas honed his skills in marketing, eventually leading the marketing team at Storyblock, a headless content management system.

Their shared experiences in the SaaS ecosystem laid the foundation for Otterly. With a keen understanding of the marketing landscape, they recognized a growing need among marketers: to understand the shifting dynamics of search and visibility in an AI-driven world. This realization sparked the idea for Otterly, aiming to address the visibility gaps that many marketing teams face.

Vision and future of Otterly

Otterly’s mission is to empower marketing teams with actionable insights into their brand visibility across AI-powered platforms. The founders envision a tool that not only highlights where brands are mentioned but also provides recommendations for enhancing their online presence. As they navigate the complexities of AI search, their focus remains on delivering value to users.

Their current goal is to become the go-to monitoring tool for marketing teams, enabling them to act swiftly based on the insights Otterly provides. Looking ahead, they aspire to evolve Otterly into a comprehensive solution that not only offers insights but also guides brands on how to leverage those insights for improved visibility and engagement.

Understanding AI search and bias

As AI continues to reshape search, understanding its intricacies is paramount. Josef and Thomas acknowledge the challenges posed by the black-box nature of AI algorithms. They emphasize the importance of striving for unbiased responses in search results, a challenge they tackle head-on at Otterly.

By conducting regular searches in temporary modes and with memory disabled, they aim to provide users with the most accurate view of their brand’s performance across various AI-powered search engines. This commitment to neutrality ensures that users receive insights that truly reflect their brand’s standing in the market.

User feedback and iterative development

Early user feedback has been a cornerstone of Otterly’s development. The founders reached out to their networks, gathering insights from marketers who shared their pain points and expectations. This collaborative approach led them to refine their product, initially starting with a simple spreadsheet to track brand visibility.

Through these conversations, they discovered that marketers were primarily concerned with traffic generation from AI platforms. This insight prompted a significant pivot in their development approach, leading them to prioritize traffic metrics over mere brand rankings.

Launching and gaining early feedback

Otterly’s launch strategy involved leveraging their extensive networks and communities. They utilized platforms like Product Hunt to gain early traction and user feedback. This approach proved successful, resulting in hundreds of signups shortly after launch, allowing them to gather valuable insights on user experience and product functionality.

The founders emphasize the importance of staying connected with users and continuously iterating based on their feedback. This commitment to user-centric development has been instrumental in shaping Otterly into a product that truly meets the needs of its users.

The power of PR and community engagement

Public relations played a pivotal role in Otterly’s growth. The founders recognized the importance of sharing their stories and educating the market about their innovative solutions. Collaborating with a PR agency, they secured coverage in outlets like TechCrunch, amplifying their reach and credibility in the SaaS space.

By positioning themselves as thought leaders, they not only attracted users but also fostered a community of marketers eager to learn and share insights about AI and search. This community engagement has become a vital component of their growth strategy, creating opportunities for collaboration and knowledge sharing.

Educating customers: strategies and challenges

Educating customers about the nuances of AI and search is a challenge Otterly embraces. The founders understand that many users may feel overwhelmed by the rapid changes in the digital landscape. To address this, they focus on creating a user-friendly interface that delivers immediate value, helping users quickly grasp the benefits of using Otterly.

Additionally, they provide resources and support to guide users through the onboarding process. This hands-on approach fosters a sense of community and ensures that users feel empowered to leverage the tool effectively.

Wins and failures: lessons learned

Every entrepreneurial journey is filled with ups and downs. Josef and Thomas reflect on their experiences, highlighting the importance of listening to users and adapting based on their feedback. One significant win has been the positive market response to Otterly, validating their approach and reinforcing their commitment to user-centric development.

Conversely, they acknowledge that navigating the rapidly changing landscape of AI and search poses ongoing challenges. The founders emphasize the need for agility in their approach, adapting to new developments while maintaining a clear focus on their vision for Otterly.

Hacks for success

As founders, Josef and Thomas share valuable insights on achieving success in the SaaS space. They stress the importance of finding a wave—identifying and capitalizing on trends that resonate with users. By aligning their product with the growing demand for AI-driven solutions, they position Otterly as a leader in the market.

Additionally, they advocate for personalized outreach to potential users. Crafting thoughtful, targeted messages can yield surprising results, even when reaching out to industry influencers. This approach not only builds connections but also fosters a sense of community around their product.

Finally, they encourage fellow founders to embrace creativity in their marketing efforts. Standing out in a crowded market requires innovative thinking and a willingness to experiment with unconventional strategies.