← The Official SaaStr Podcast: SaaS | Founders | Investors
The Official SaaStr Podcast: SaaS | Founders | Investors
SaaStr 845: How SaaStr Built a $5 million Pipeline Machine with 1.5 Humans and 20 AI Agents with SaaStr's Chief AI Officer and Momentum from Salesforce's VP of GTM
00:41:25
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- [00:01]
Jason
Welcome to the official Saster podcast where you can hear some of the best Saster speakers. This is where the cloud meets up today on the Saster podcast.
- [00:11]
Amelia Larout
But it's interesting. Like I'll go through the chat I used to like when we first uploaded this, I was like, I'm gonna read all the chats as I can in real time. And I was like, okay, I'm not learning like a ton. So then I was like, okay, I'm just gonna like at the end of the day see like what are the like the highlighted chats. And like it's interesting to see how people interact with Amelia AI. Like, especially when the video component is on or even just in like a chat format though, like sometimes people ask like, hey, I have a question for like real Amelia. And so like it'll help answer them, which I think is really cool. Like it's, it's funny, it had this effect where like Census was live for a couple months before London event and I, you know, I'm always running around our sales for events. People would come up to me during London and be like, hey, I talked to your AI. Or they'd be like, oh, you're real. Like I talked to Amelia AI. And I was like, yeah, that's me. And it's really funny because the conversations would be like, you know, totally like socially awkward. And I'm like, I feel like you had a better conversation that wasn't as awkward with my agent. But I was like, yeah, that's, you know, that's me. And I'm glad you used it because that's what it's there for. Hey Sasser, imagine having agents for every support tab. One that triages tickets, another that catches duplicates, one that spots turn risk. That'd be pretty amazing, right? Happy Fox just made it real with Autopilot. These pre built AI agents deploy in about 60 seconds and run for as low as 2 cents per successful action. All of it sits inside the Happy Fox Omnichannel. AI first support staff, chatbot, copilot and autopilot working as one. Check them out@happyfox.com Saster hey everybody.
- [01:57]
Jason
Saster Annual will be back May 2026. The world's largest SaaS and AI gathering for executive. Just as last May we hosted 10,000 attendees with 68 VP level and above attendees, 36% CEOs and founders and 25% were AI first professionals. It's the very best of S tier attendees and decision makers that come to Saster Annual and AI summit each and every year. But here's the reality, folks. The longer you wait, the higher ticket prices get. They're cheap now. They're cheap, so just get them early. Lock in your spot today. Use my code Jason100 for exclusive savings. Get your tickets at podcast.sastranual.com or just use code Jason100 when you check out. See you there. Saster annual and AI summit 2026. It will rock.
- [02:41]
Podcast Host
I am thrilled, pleased, privileged, excited and ecstatic. I try to do five. I love this particular episode because I have my dear friend Amelia Larout, who is a Saster Chief AI Officer, which I'm geeking to talk to you all week. We've talked many times before. Yeah, because we're momentum sponsors. So we talked. But like, this episode, I've been so excited for because I love what Sasser is doing. Jason has said many times that you're the AI Agent whisperer. And so now I get to have you to talk to you. I'm like, so excited. So first off, how are you? And thank you for coming.
- [03:14]
Amelia Larout
Wow. Thank you. I feel like you. You've like, nailed like, the Jason Kelce type intro of podcasting. I love it.
- [03:21]
Podcast Host
Well, that's very nice. So a little bit about you. You have a social media background. I was just going through your stuff before the show. You came to social media, and then it's old school. And then you came to Sassers as a man gen social media. And you've kind of gone up the ranks where last year you were the, you were the general senior vice president. And then in August is what you put down, you shifted to chief AI Officer.
- [03:41]
Amelia Larout
So curious.
- [03:41]
Podcast Host
Like, tell me a little more your journey and how did this come about to be. You're the Agent Whisperer, as Jason says. How'd that come about?
- [03:48]
Amelia Larout
It's been an interesting journey. So when I first started, I was like, you know, okay, I, I had been a sponsor of Sasser, actually. I worked at this company called Everstring, which is now not around, but the founder is doing JJ is doing Vulture. And I like, oh, I know Saster because we were a sponsor from Everspring and I, I know they do these events and I don't know too much else. Like, I was, you know, I was there for like a day when we sponsored and I did boot duty. So I didn't really do a whole lot. So it was just interesting of like, I had done events at scale previously more in my B2C background. So I had worked at a bunch of, like, beauty companies and they did like, you know, a hundred thousand person events. And so when I got disaster, I was like, okay, I got hired to do like marketing and social, so I'm just gonna do that. So I was just like working on annual, you know, getting people to come. And then that was the first year because that was 2017. I joined. And then 2018 was the first year that Jason wanted to do a London edition because it had only been an sf. And so in that I was like, oh. I was like, I see things being made, like, I see some poor decisions being made in like events planning, event production. And I couldn't help myself. I was like, oh, you know, what about this? Okay, okay. Oh, you like, okay, what about this? And then it like quickly grew from there into like, I. I did the, the first Europa with some help and then like the next events after that. I was like, okay, you gotta let me just rock because I can, I can rock this. So for a while, like my SBP GM role was like, okay, I. I led a bit of, you know, like the. Now we have like a events agency too. But like, I helped run like the events coordination and then market. I still do like a lot of the marketing myself. Send all the emails. Right. Got people to come and I started helping the sales team along the way. By that time I was like, pretty ingrained with the sales team because I was like, here's what you can. I can't sell to an event. Because they weren't as, you know, they came from like traditional SaaS. They didn't know the boundaries as much. And we did the 2021 Sastra annual was the only major event in the Bay Area. And it was because we figured it out, like, between me and Jason, mostly just, you know, pushing the rock up the mountain. We're like, we're going to make this happen.
- [05:49]
Podcast Host
Right, Right.
- [05:50]
Amelia Larout
So that was that. And then after that, yeah, I fell into more of like, okay, I'm managing, you know, sales, marketing, just everything, like everything, go to market, everything, events, all the stuff. All the stuff. And then I remember last year we were like, okay, we have so many AI speakers already. But I felt like I didn't know it as much then. I was like, oh, you know, I use Claude, whatever, and I use ChatGPT. Definitely not the level of agents I have now. And so it was just like this journey where Jason started it when he cloned himself on Delphi because, you know, he wanted to be able to give people more advice on like, Saster. And. But then from there that was like, we Kind of saw in Delphi, like we famously saw, people started asking it questions about, like, SAS Annual, about the events, about Sasser, like, getting involved. And it. Because it was built to be a Jason clone and, like, give advice, like, SaaS advice to people, it wasn't as good at that. And so after SAs for annual last year, which was in May, that's when I went deep. I was like, okay, I'm gonna look at every agent and go to market. I'm gonna figure out which ones we need. And then we, like. I basically locked myself in a room for, like, three months until we started working on our London event and was like, I'm just gonna work on agents. Like, don't talk to me. Like, I'm gonna figure this out, and I'm just gonna figure out how to make it work, right? Like, not only figure it out, but, like, figure it out so that it's successful.
- [07:03]
Podcast Host
Right. I don't think people understand, like, it does take some time to do it, but the fact that you. I always call it the slingshot effect of AI because when you start to focus, you feel like you're slowing down because you have to learn it. But as soon as you get there, you're like, you'll see it fly off.
- [07:16]
Amelia Larout
100.
- [07:17]
Podcast Host
Yeah. It's crazy. So now you're here. You guys, you talked about you have 20 agents now. So you start, obviously with Delphi and Jason and mimicking him and for his advice. And I think I heard Jason say the increase of amounts are getting with a smaller team as greater now than it was before. Something like that. It was some interesting ST that he had. Do you know that?
- [07:33]
Amelia Larout
Yeah. So, like, I know he's talked about it on Lenny, so I'll just touch on it briefly. Like, the pre Annual last year, we had more than three humans and a dog. And, like, we had one agent. And, you know, because of how Saster is, again, it's not a traditional SaaS company. Sometimes we. I mean, I'll just be. We don't have, like, paths to, like, promotion on our sales side because we had a few. We had, like, a couple of AES going into annual last year and, like, a couple SDRs. And, like, some of the SRAs were like, oh, well, like, can I become an AE? I was like, yes, but, like, let's put you on a path to doing that. Not just like, okay, Cesar Annual's on over, and you automatically become an ae, which I think is what they kind of wanted. And I was like, that's just not I get like, this major event is happening for us, but like, you're not there yet, like you're not ready, right?
- [08:22]
Podcast Host
Yeah.
- [08:22]
Amelia Larout
And so for a lot of reasons, like folks left on more so of the sales side and like, because our events team is typically part time anyway, like, they're not year round. Right. It's like we spool them up, we need them for events. It was almost the same like in marketing. We just couldn't find any good help, to be honest. And so we, we developed this agent thing. And yeah, the lift that Jason always talks about is because, like, because now we have all these agents. Like, I, I hearken back to it a little differently of like this time last year. I had. Oh yeah, we probably had like 10 humans around this time last year. No agents, right? Like maybe one, like one. We had the Delphi going barely. And like the amount of time I would spend just talking to people or like talking through the drama or oh, I want to do this, or oh, I want to do that. But like, we gotta go. Like, it's January, the event's in May. Yeah, I'm like, we don't have time to like debate this stuff that we've done for, you know, 12 years now. Like, some of this just has to get done. So that's where we get a lot of the lift out of the agents. So like, that's where we started doubling down on the agents because we're like, okay, we can get, we're not that many people, but we can get a lot of scale out of them when we do them. Right.
- [09:32]
Podcast Host
So these ones, obviously the left hand side is the replit ones you guys have made for whatever reason. So those ones you guys used internally or ones you send the people and say, hey, go talk to this agent. Or how do you handle those?
- [09:42]
Amelia Larout
Yeah, we more so send them to people. So the AI mentor actually goes to Delphi. So that one goes to there, the other five, the four slash in the middle. So there's like a VC pitch check, one evaluation calculator, the startup benchmarking. Like, those three were ones that Jason had been wanting to put out as faster for a long time and just could never get like a developer to do it. And so finally he was like, you know what? I already have the specs of what I want because I've been sitting on this. He's sitting on it for years, waiting for everything.
- [10:09]
Podcast Host
Yeah.
- [10:09]
Amelia Larout
And then, you know, through the magic of vibe coding, could launch those products. And I think it's, it's a lot. I think the pitch deck or the valuation calculator combined has been used almost like a million times or something crazy like that. Like it's just helpful for our community, right? Like it's so helpful for the start, the startups, the founders, to be like, okay, this is actually giving me pretty good feedback. It's reading the other decks and giving me feedback. It's honest in the valuation calculator and so I feel like it's just giving people a lot of like honest advice via a tool. So those, he was kind of sitting on those. The deal flow one is one that we've been wanting to make for Saster specifically because we're like, okay, we always have like these VC programs that are events, right, that are somewhat hard to automate and it's a lot of like manual, like looking at spreadsheets and like literally matching people. So that's why we built that one, the Content Review 1. Also, interestingly, we replaced how we were doing content because we had a human agency that was like, hey, we had a few good years this after and we just don't want to do this anymore. And I was like, that'd be fine if you told me like any other time of year. But it was literally last January when they told me right before May and I was like, okay, okay. So. So yeah, so then, you know, we toughed it out through May and then post May, we're like, okay, the first thing we're going to do is build this AI content review agent so people can submit a speaking session for Saster. It gives them real time feedback. It tells them like the chances that will, you know, accept it or not. And for us, we were like, we just need this time back. Like, we have no more agency doing this because. But the AIs maybe I don't want to say it's better at it. It's about as good as like the human agency was because I'm like, we put in the same context, right? We're like, hey, here's all the good sessions from SAS rentals, here's all the bad ones, here's what to look for, here's what we don't want. And also we're limited on how many slots we have. And so because the AI is like less biased, sometimes it is like the grades it gives is like a little bit more fair. Then sometimes, you know, humans would be like, oh, this was my client or this was my friend. Like, can I get them on like the AI agent here?
- [12:11]
Podcast Host
I love it. So these the right side. I'm curious like when you think about, do you think in the terms of jobs be done or. Because like some of these could have some overlap. So how do you.
- [12:20]
Amelia Larout
They do.
- [12:22]
Podcast Host
Yeah. How do you like you narrow them down to silos or they overlap in certain ways. That's strategic for SAS or how do you make sure all these work together and in. Yeah. Function.
- [12:30]
Amelia Larout
We, we, we do events. We have sponsors like Momentum and we have other sponsors like a Salesforce where like we do try and use the apps that are, you know, our partners have and that our sponsors have and that's why we have so many. Like some of them do have direct overlap. But honestly, even though some of them have direct overlap. Right. Like Agent Forces and ASCR Artisans and AIs VR, we use both of them. But actually it's, it's fine from my perspective, like other than the cost of paying for two platforms which most people don't want to do. Right. Cost aside, I would say because my brain can like split how I'm putting leads to each of those different agents. To me I don't. It like makes sense to say, okay, I'm gonna use Agent Force for people I wanna follow up with that are already in Salesforce. Cause duh, they're already in Salesforce. And then like Artisan, I'm gonna use more so for like warm follow ups. So like this is my, this is like across my agents. This is like my Outbound AISDR funnel. And this is just for outbound. This is not including inbound. But I like to show this to people because I'm like, some of these people are in Salesforce. Yes, some aren't. So like if they are in Salesforce, I'll use Agent Force for it because it's just easier. Like that data is already there. I don't have to move it. If they're not though, then like a website visitor not necessarily is in Salesforce. Then I'll use something like an Artisan agent and do an AISDR there. Because I'm like, they are on the website and that is cool because obviously they're taking an action. But I want the agent to maybe like not talk about all the historic stuff that they did with us in, you know, our Salesforce account records. Like maybe that's TMI because they're just on the website. Like they're just, you know, very top of funnel. And so I go through like these are all the things too. And it's funny too. And like in building this list and like trying to mentally map and model like, okay, which Agents should be doing which, like, go to market things. I was like, dude, there's just so many things you could do with agents because they can do it at scale and when you do it right, they do it pretty good. That we have an almost like endless supply of people to go out to. And I think that's true of anyone. Like, some people. Sometimes people challenge me and be like, well, I'm a startup. I don't have like an endless, like pipeline or I don't have the brand of SaaS, or I'm like, do you have customers? Do you have like free trial users? Do you have competitors of customers? Do you have website visitors? Do you have people on your website? Do you have people who churned yet? Like, like, there's so many people you could start to reach out to before you ever get to like a truly cold lead that I'm like, that's how I thought about splitting it up between the agents. Because I'm like, as you start to use different tools, you'll see that they're kind of like, the specialized ones are kind of good at like one thing or another. Right. Like the salesforce, like agent force is like really good at following up with. With stuff that's in Salesforce because it's already there. Like, Artisan's really good at doing, quote unquote, cold outbound. Even though even if the outbound's kind of warm, it's just better at that because it can look at their LinkedIn and like, see what they're talking about and like tie it back to them. So each of them has like, strengths and weaknesses that we've kind of like now played to.
- [15:24]
Podcast Host
That's awesome. So how. How do you. How do you personally see I have all this other stuff. How do you. Because obviously what you're doing is not necessarily like you said, you don't Recommend People have 20 different agents. But so how do you think about it? Is it doing a silo saying, okay, like, like you just said Salesforce ASDR used for this one, and for non Salesforce, they use this one. You kind of have to segment it like that for whatever we do.
- [15:46]
Amelia Larout
Yeah, yeah. So. And that honestly, there's no like, magic way to do that. That's just a lot of exporting and importing and like Google Sheets. Like, it really just is for now.
- [15:55]
Podcast Host
And then your main connection piece. You're not using a maker in the end. Using Zapier most of the time.
- [16:00]
Jason
Correct?
- [16:01]
Podcast Host
Yeah, there's some flexibility with it. But I mean, I tell people all the Time. If you go to Zapier, you can do a lot of dangerous things and it's a very simple interface to use, you know what I mean?
- [16:09]
Amelia Larout
So, yeah, I think it's pretty cool for sure. Like this, like what I'm showing now is like how, you know, we do have these multiple agents and so mentally, how do I keep track of everything? Like one I. Most of these tools, even if they're third party, do push back into Salesforce, like either natively or through Zapier. And so that's where, you know, we get a lot of. I will say, like we, we've always used Zapier since I've been here. But like in the last year, like along with all the agents, I was like, wow, I have a lot more zaps now and a lot more stuff like running through right Every, you know, every day it'll be like, you did whatever 800 actions today on Zapier and mine used to be like a couple hundred and now it's like over a thousand. Like every day I'm like, that's just because I'm having it like, well, I'm having it push context from like one agent to another, right? So it like needs to be able to do that, but it can do that, which I think is cool. So that's kind of what I'm showing here is like, it's cool because of some of the stuff we have internally that's either external facing or just super like internal facing is like vibe coded. A lot of times you're going to need to like do web hooks just like everywhere, like webhooks, web hooks, like everything needs a web hook. But it's fine because that's how, you know, data gets from one place to another. And so yeah, I've kind like now in managing all these, like this is one flow out of, you know, many. But like, it's like, okay, tell me this one.
- [17:29]
Podcast Host
What's the purpose of this flow of all these tools? What's going on here?
- [17:32]
Amelia Larout
Like, this is a sample agent flow. And like zapier flow of like I'm sending information from one agent to another. And also like I'm, I'm telling it what to do with it. So like this one is for example, I think this one I picked because it's a web hook was something like, you know, on tasteraniel.com, there's like a bunch of forms you can fill. So if somebody fills a form and they don't, and they don't book a meeting via a different Agent, then this, then this hook is catched and then I'm type A. So I just push everything to Google sheets and it has. As a backup.
- [18:04]
Podcast Host
Yeah.
- [18:05]
Amelia Larout
And then it's pushing to Salesforce to make a contact. It can add that contact to a campaign. So I highlighted that one because the campaign this one is adding to is like when people download our perspectives, it will add them to a campaign that will automatically trigger the agent force workflow that's separately in Salesforce. And then they'll get added to the agent and then they'll get like that, those emails. It'll find their record. Basically what I wanted to do then is like, okay, add this contact, find the records, tell me about them. So like, you know what's in the record? Attachments. That's what the clay one is supposed to do. It's like it's supposed to look them up in clay and look at, you know, some of their social stuff and just see what else they're doing and like enrich it and then send it to Slack so that I know what it's doing and it knows what it's doing. And then if we want it to, it can make a gamma so that it can make them. In this instance, right. Since they're filling out a form on the website to potentially throw down money for Sastra Annual, it can make them a gamma kind of on everything it's just learned in the last couple seconds between the agent, Salesforce and the website and say, okay, I'm going to make a gamma on why this person should be at SAS or Angel. And it can be as simple as like, you know, we gave it a template that is like, you know, put their logo here, use whatever their colors are. Like, you've got like a hybrid of colors, like a gradient in your background. It'll be like, okay, I saw, you know, that's Jonathan's logo. I'm going to put Jonathan's logo in the gamma. I'm going to choose gradient color so it matches his vibe and his theme. And then I'm going to send a Gmail draft to whoever's the rep is, right. So either me or David or whoever. And then if they want to, they can send it automatically, but they don't have to. Like, they can. Like the human can still pick what they want to do from there. But I feel like this one is a pretty cool flow because I showed this the other day and they were like, oh, there's some. I was like, there's some agent on Asian Action going here because like The. Yeah, yeah. There's, like, a lot of layers of agenting.
- [19:51]
Podcast Host
Do you feel like, so tell me about the results, because one thing I love to talk about on the podcast is, like, the impact. So I love the workflows. What does this do for you, for the business? Does this. Does you feel like it has more opportunities, more pipeline? Like, what's the end result?
- [20:02]
Amelia Larout
Yeah, I'll give you a little context, too. So, like, we started deploying go to market agents, let's say June of last year, because that's when, you know, we got serious about it. We didn't have. We did not deploy 20. Yeah, yeah. So like, in eight months. Yeah. And that's like layering in. Yeah. A couple agents at a time. So, yeah, we're now at 4.8 in additional pipeline. And so this is something we learned to, like, track distinctively, and that's across our agents. And then we close 2.4 of that. Which half is, like, actually a. A better rate than our old inbound rate.
- [20:35]
Podcast Host
Right.
- [20:35]
Amelia Larout
And I can tell you why. But then beyond that, like, our deal volume doubled, which maybe makes sense because, you know, the agents do work 24 7. Like, they're constantly working. You can always book a meeting with one of our agents to talk to a human. You can pretty much always get a response from one of our agents. And if it doesn't know, it will escalate to a human. And then you have to wait, but, you know, you've got some initial answers first. And then our win rate doubled. And that's, again, I credit that to, like, because the agents are doing so much in the background with the person, like, with the prospect with different people in the deal cycle. Like, it just. It makes them feel better, but it also makes us feel better. Like, now when we get an inbound lead, for example, like, I can show you like. Like, we use inbound for our. Or we just qualified for our inbound meetings booker. And like, it will say, like, the exact conversation that the agent had with that person as they were booking. So then, like, I'll pull that up with David on our sales team, and we'll read the conversation. We'll read the conversation. We'll be like, oh, okay, they already told the agent they were interested in xyz. So then we get on the call, we're like, hey, you told our agent you were interested in xyz. We think that could be a good fit. Here's why. Or here's why not. And, like, here's the price. So, like, we have much better like, more fruitful conversations too. Because I'm like, we kind of know what they want. We're not just like, hey, how's the weather?
- [21:49]
Podcast Host
I love it. And this was what. When we first got into this, you're talking about the AIST or AIBR str. This is the result of that flow, Obviously, the way you just showed.
- [21:57]
Amelia Larout
This is the result of that flow.
- [21:58]
Podcast Host
Yeah, yeah, that's. That's pretty rad. I love it. Do you feel like you have. Is there like a Jason esque, like, demo bot on the website as well? So it's not like the consulting side, but the other one?
- [22:09]
Amelia Larout
Yeah. So if you.
- [22:10]
Podcast Host
And that's the qualified. That's the qualified check.
- [22:13]
Amelia Larout
So there's. We have. We have.
- [22:16]
Podcast Host
You have. You have multiple. Jesus.
- [22:18]
Amelia Larout
We have multiple. So this is Digital Jason. So here it is. Like, let's, like, I don't know, let's ask him a question. What question do you have?
- [22:24]
Podcast Host
Oh, man. What's your favorite podcast you've ever done?
- [22:29]
Amelia Larout
Like, usually people ask questions for advice, but let's see. What's your.
- [22:33]
Podcast Host
Why not? Let's see what he says.
- [22:34]
Amelia Larout
Okay. He does a lot, so that's good.
- [22:38]
Podcast Host
Digital J. See what he says?
- [22:41]
Amelia Larout
The Saster podcast. Okay. But he. Yeah, those are good ones.
- [22:47]
Podcast Host
I like it. I like it. That's cool. And this one's one meant to be the promotions, but I'm gonna say like, hey, what is this? Give me the. Give me a good package for Sasser Annual in May or whatever the case is that this would be able to answer it.
- [22:59]
Amelia Larout
Like, this could answer, but not as good. This was honestly why we made another agent. So, like, yeah, when you're on the actual event site, I don't know if her video is up right now.
- [23:11]
Podcast Host
And these are all built on Replit.
- [23:13]
Amelia Larout
No. So that one you saw, that's Delphi.
- [23:16]
Podcast Host
No, I'm sorry. The website itself is very minimum Replit.
- [23:19]
Amelia Larout
This website? Yes. Is replit. This website is Replit. Sasha.com is still like. Like a WordPress. This is mine, Amelia AI. So we made this after Jason's clone and we learned a lot. And then for a lot of reasons, actually, we wanted it not to be another JSON AI. Because at the time I was like, so many people have used that Delphi that I just showed you that. I was like, if I put another one on the event site, they may think it's like, not as good because when they asked it, like, event questions, it just, like, wasn't as good at that. And so to make it distinctive I was like, no, let's make it distinctive. Like my A.I. amelia A.I. is for like the events and people can ask at that. And then the JSON AI is for SaaS advice. And actually that's worked pretty well because people kind of get that distinction whether they realize it or not, that are two, like clones are different for different things.
- [24:07]
Podcast Host
Yeah. And Delphi feeds this one as well. Or is that, is that qualified?
- [24:11]
Amelia Larout
This one is qualified, yeah. So you can ask it about like, you know, why should I come to Saster? I mean, that's a little open ended, but you can also ask it like, you know, what are the event dates?
- [24:22]
Podcast Host
Like, all the stuff. That's got to be nice because I'm sure before it was you answering all these things by email. And you're like, it's on page four of the website that.
- [24:32]
Amelia Larout
And we didn't have. Yeah, like, this is a canned answer I put in. But that's okay. It's a good one.
- [24:37]
Podcast Host
Yeah, man. It's all right. It's all right.
- [24:39]
Amelia Larout
And I'll be like, what are the, you know, people will be like, what are the dates? Another one people always ask is like, where's the hotel block? We get asked that all the freaking time. And so it's nice that we can do that once and put that into the agent. But it's interesting. Like, I'll go through the chat I used to, like, when we first deployed this, I was like, I'm going to read all the chats as I can in real time. And I was like, okay, I'm not learning like a ton. So then I was like, okay, I'm just gonna, like at the end of the day, see, like, what are the, like the highlighted chats. And like, it's interesting to see how people interact with Amelia AI, like, especially when, when the video component is on or even just in like a chat format though. Like sometimes people ask like, hey, I have a question for like real Amelia. Or like, hey, how do I get a meeting with like real Amelia? Or. Or they'll ask like super nuanced questions like, hey, you know, I'm from part of an international delegation, which I can ask it here. Like, can I get a visa letter invitation? Like, this is just something a lot of people need from overseas. And so like, it'll help answer them. Which is, I think it's really cool. Like, it's, it's funny, it had this effect where like Census was live for a couple of months before our London event. And I, you know, I'm always running around our session events, people would come up to me during London and be like, hey, I talked to your AI. Or they'd be like, oh, you're real, Amelia. Like I talked to Amelia AI. And I was like, yeah, that's me. And it's really funny because the conversations would be like, you know, totally like socially awkward. And I'm like, I feel like you had a better conversation that wasn't as awkward with my agent. But I was like, yeah, that's, you know, that's me and I'm glad you used it because that's what it's there for.
- [26:20]
Podcast Host
So talk me through this one. So obviously you just qualified. It does AI, bdr, sdr, whatever. Does it do some work in the back end so they opt in at one point and then does the follow ups. Like what happens after they do this process right here?
- [26:31]
Amelia Larout
Yeah, so there's, there's things you can do and qualified to follow up with them. So for instance, if I say like one of these, I'll say I want to register. That's like one of our suggestions. Obviously she should give you a promo code. Yeah. So she gives you a promo code if you. And that's a pro tip for anyone who needs one. If you talk to a millionaire, she will give you a promo code very easily too. Like not like, you know, like you have to like doctor like two messages or more like she'll give it to you pretty easily. But she has a promo code she used that we track of like how many, you know, tickets she sold to Saster. But if you click this and you don't buy your ticket right now, like if I, well, it knows it's me. But like if you did this and you didn't buy your ticket and we know who you are, which we know like mostly like a lot of these and we know who you are. She'll start to email you in a couple days and say, hey, we had a great chat. You don't use your promo code. Should you use it to buy a ticket? And then she'll kind of do. She doesn't do the same flow for sponsors. Like if you, she'll do it if you don't book a meeting with her because like this is our meetings booker agent. But that flow is one that, you know, for our purposes it lives in Salesforce and Artisan. But for purposes of this, like you could just use the same agent to do the same thing. It's just because we have like, we already have all the training specialized to those other two platforms. So we we let her go from there.
- [27:53]
Podcast Host
All right, well, I don't want to. I want to miss all the things. She had three agents. You want to show. I know you said the workflow of the one and obviously I got to ask, where does Momentum fit in for you? I'm curious as you do. I keep thinking for a lot of people as far as interaction with agents, I think Slack is an amazing place because I use Zapier and relevance and Momentum and all these layers on top of Slack. It's awesome.
- [28:10]
Amelia Larout
You know, I do. Here it is. It's called Sales call summaries. I think Slack is a great place for agents.
- [28:15]
Podcast Host
Obviously it's nice because it has an in depth Salesforce thing, blah, blah, blah. But in Slack, what is it for you that this does and how does this interact with other agents to feed, whatever.
- [28:23]
Amelia Larout
Yeah, great question. So like for Momentum specifically, it comes into Slack, it's also pushing to Salesforce, you know, in real time at the same time. So this is a call David had earlier. He happened to tell me about this. So I already know about this call, but let's just say he didn't tell me about this, which honestly was a huge problem before we had all of these agents. But like, what I personally do the most is like, I. These summaries are like, I know it seems simple, right? Of like, okay, you could get a summary anytime somebody from the sales team has momentum, you know, you has a sales call. And I'm like even just getting these call notes, we're like, yeah. David told me about this call he had this morning. This is with Oracle. They've been a sponsor at Sass Re annual before. And then, you know, it's like, I can already see, okay, like he's meeting with brand new people at this account. So like, I know that seems small, but just having this like real time feedback of like as soon as he gets off the call, I get a Slack, I go read it because I'm like, who did he meet with? Is there anything I'm going to need to like, how can I support him? It's like not to be a creep. It's more so of like, how can I support this deal and this deal cycle because, you know, speed, speed to deal, guys. So I can already see, right, he's got new contacts, which tells me like, I probably can't help a ton because all the folks I knew were like, not are not there anymore. He's meeting with Oracle for SMB. That's also like kind of a different product line than the Folks who sponsored previously. And then it's good. Like, I can kind of see like what he was doing of like talking to them about speaking, how it works with like their. They want to promote their new fusion product for Oracle. Like, these are all really good. This is all really good context again for me where I'm like, okay, David did tell me about this, but a lot of times where he'll start to talk about a deal, I'll be like, yeah, I already read the momentum. Like, we should probably do XYZ as like the next step. So, like, it just makes us a lot more productive. And our momentum is cool because we have it. I mean, I'm sure you guys do too. Like, you can see it here. It's like adding the contacts automatically to
- [30:12]
Podcast Host
Oracle because, like, yeah, it's very nice.
- [30:15]
Amelia Larout
Didn't have them in there and that's okay. But he had the call, right? So it added them automatically. We were so bad at this before. Without momentum, like, it would be, you know, okay. Like, honestly, a lot of our accounts are like blanks. Like, it's just, we're not. Like, no one did that before because they were too lazy. And then you can also see, like, we have these AI signals and this signal went off because they talked about Saster annual previously. And so all of that again, seems simple but can only be done with an agent. Like a momentum. And then like, I have like so many ideas off of this and it's giving me a call summary, you know, like, there's just so much in this where I'm like, okay, I, I'll make a point to try and like, if I'm getting bogged down, I have too many calls in one day. Like, I'll try and make a point to read these before I get on the call with like a, you know, like a David. Or like, you could do this equivalently for like, before you get on a call with your rep and you're like, okay, I kind of already know how your calls went. Any, like, action items where you might need help. But also it's good to listen, right? Like, let them tell you about where they need help and then. And then go back to these. He'll also, he'll he's also now got like, we've gone to a good habit where he'll be like, yeah, you know, like, oh, yeah, like high level. Like, it's new contacts they were interested in like speaking and like this new product. And then he'll be like, yeah, but you can obviously go to the momentum, like, summary and, like, see the rest and listen to the whole thing if you want. And so it also just makes the humans more productive. Like, okay, if he doesn't follow up with them or if they decide not to book a meeting now or the deal gets whatever. Like, you know, it depends on what happens. Like, there are different flows that our other agents can take based off that. Now that the contacts are there, I'm like, there's no contacts. Then there's no context for what you're going to tell your agent. So, like, again, I know it seems maybe oversimplified, but I think there's just, like, a lot of good stuff on here.
- [32:01]
Podcast Host
Yeah, it's the rev op sign, which I totally understand. Well, I mean, before you go, you talked about repl, which I know you talked about some things, but I'd love to know, like, two questions, if you can ask me or answer for me, which is obviously, how do you think about when you install or do a replica thing? Because you're doing a full website on replit is. Is takes time. Right. So that's first. And the second is you just said you rolled out another agent. How do you think about when to shoot off another agent versus, you know, whatever you would have done before?
- [32:26]
Amelia Larout
Yeah. So we have a, what we call a 9010 rule, which is like 90% of the time, if it's an agent and we feel like we need it and we have a very specific use case, and when we think it could work, we'll buy it. Right. If we get, like, momentum's a good example. Like, we were like, we. We don't need to build our own rev ops agent. Like, you guys already have this down. And it does a lot of really great things. Like, why would we buy code that, like. And it connects to Salesforce. Like, great, Easy. And, like, the team was really nice about getting us all set up. Right. We're like, okay, great. We need help. We're small, but, yeah, it's not like. Like, we can make a little app right now. Let's see.
- [33:02]
Podcast Host
What do you need to make? That's the question
- [33:06]
Amelia Larout
that's actually. Okay. There is one that actually, I was going to do this this weekend, but I'll have to start it here.
- [33:10]
Podcast Host
Let's do it. I want to see it.
- [33:11]
Amelia Larout
I find it's actually better to start in Claude, so hold on. I'll take you through a flow that I normally do.
- [33:19]
Podcast Host
I want to see it.
- [33:20]
Amelia Larout
I'm working on a new site. I need to write detailed back to give to replit. Make me A sponsor portal for sasters sponsors where they can easily access information specific to being a sponsor. So I'm going to let that run. So it's doing this. I mean, normally I would spend a little more time on this, but I'm just going to copy paste for the purposes of this pod. I love it, but it's pretty good, right? It's like, okay, you're going to need a portal. You're going to need like probably single sign on. They're going to need like where can they get their lead scanners? What are their, what did they buy? That's important. That's actually because there's so many people who get involved right. In the event that maybe weren't involved in the deal that they don't know what they bought. Badge registration. Okay, this is all good. Okay, let's see. He did a lot of stuff.
- [34:23]
Podcast Host
It's going, it's going. I love it.
- [34:24]
Amelia Larout
It's going, it's going. So when he's done in a second,
- [34:29]
Podcast Host
tell me why you use each one. Why do you use each one for? I'm curious.
- [34:31]
Amelia Larout
So like design mode is good when you're doing stuff like this, when you're like, I'm tinkering. And for purposes like this too, where you're like, I don't need it yet to be public facing, obviously it will need to be. But you can click a button and like leave design mode, which is really nice. So actually I, I typically will go into design mode first because it's just easier to change stuff and then because once it's an app sometimes it gets a little stuck on things, but it's building. Let's see how long this takes.
- [35:00]
Podcast Host
But, but as this is building like how you said 9010. So like for example, this is a sponsored portal.
- [35:06]
Amelia Larout
Yeah.
- [35:06]
Podcast Host
How many things in the, in the user experience are you using with like replica to build the, you know, the front facing interface or whatever it is you do all.
- [35:14]
Amelia Larout
Yeah, I mean all of that annual, you know, obviously it's got like, like all the agents are on this website too. But like this was vibe coded. Like you can, you know, you could submit to speak, you can go to the Founderscape game, which Jason completely vibe coded. It's a fun game if you haven't tried it.
- [35:31]
Podcast Host
I have tried actually. When he talked about the podcast. I'm gonna have so much time.
- [35:35]
Amelia Larout
I like, I don't, I, I didn't die, but my founder kept getting burned out and I was like, yeah, that's, you know, that's me. That's life.
- [35:43]
Podcast Host
This is perfect to end on because we want to make sure we don't leave without talking about Saster Annual. So obviously it's coming from in May. Tell me, give me the scoop. Like for people listening, whether leaders, sponsors, whoever. Give me the. Give me the scoop.
- [35:53]
Amelia Larout
Yeah. SaaS for annual. I think this is the 12th one now. So yeah, it's been a labor of love that Jason started, you know, to originally just get some folks together of. You know, at the time when it was started back in 2016, there wasn't a lot of like major events like it. And so it was cool to get people together and like have them share like their war stories and like, you know, show each other their matching scars or whatever. But I like. But it's evolved, right? Like in 2021 we kind of had to evolve, obviously for a variety of reasons. And we evolved it into more of like a festival which people kind of liked. And then this year, like actively between last man. This year, like we have evolved into the Saster AI Annual because we're like, all people care about now is obviously AI. Yeah, yeah, it's all AI all the time. So like folks like yourselves and moment, like Marshall who just came up here, big momentum user too. Kyle, you know, like all like we were like, we gotta just get all the great folks who are doing this and have some success, you know, hopefully share to others how they've done it. Similar in the way we're doing it now, like internally ourselves. But also they're at bigger companies. Right. So you should hear different perspectives from different stages and ideas and different ways of how people present. And so it's kind of turned into that now where like our focus, it's funny, it's like our whole focus of content is AI. But when you think about it like this is a conference about AI and go to market specifically for SaaS and B2B. But it's bringing humans together. Like, it's like the whole point is to bring the people in the humans together to learn how to do more AI. So it's a little like funny when you think about it that way, but it is kind of funny. But SAS is really cool and I
- [37:35]
Podcast Host
think events are coming back full swing, if not more, because people want to have they trust obviously more in person, the connection in general. So I'm curious, from your lens, do you see that same future coming in where events are going to be coming back, like more than they were before?
- [37:49]
Amelia Larout
Yeah, I mean, obviously I selfishly hope so. Of course, part of what I hear from other folks, right, is like, like the folks that are maybe AI companies are like either startups or maybe that you've already heard their name. Like everyone, even the folks, even the guys over at Clay, like cool guys, right? And they were like, we just want to get more like hands on product. I was like, yeah, you got to do that at events. Like there is, there is this world in which there is a disconnect between the Internet and real life of like, same thing for all the vibe coding companies, right? Like we were just talking to Anton from Lovable, who's the CEO there. Like, he's like, I just want to get more people like actually hands on vibe coding. And I'm like, yeah, you. That's why there's events, dudes. Like sometimes you just can't brute force that over the Internet. And like they don't have that unlock if you don't show them. Like, okay, here's how to build a clay table or here's how to build a lovable site or here's how to build a replit site, right? Like it just doesn't like land on you the same way unless somebody shows it to you in person. And so I think that's part of why it's having a renaissance with the, the AI companies for sure, because they want to get more hands on product to like not have it be so theoretical, which I think is great. And I think so too. Yeah, it does get, you know, sometimes if you're a smaller startup or a lot of us now are still dispersed, right? Like that's where we're, we're like not going back to the. Some of us are back in office, but maybe not all the time. Like a lot of us still have remote teams and so this is also a good way. We've seen like, we've seen a lot more team packs this year. So like what that indicates to me is like folks aren't getting together like out like just to do like, hey, we're just gonna do a team dinner. They're like, oh, if we're gonna get together, we're gonna go do it at something like a saster. So like we're productive too. Like we, we can work, we can be productive. Obviously you can hang out and chill and like, you know, we always have fun activations and like, I don't know, art cars and like crazy stuff and like, I don't know, it's just like a fun vibe too. So I feel like, yeah, that's another way I've seen it change of like a lot more AI companies because they want to be hands on and then a lot since so many teams are so remote, like they're using it as like a team like almost retreat, but you know, based in like content.
- [39:48]
Podcast Host
Right.
- [39:49]
Amelia Larout
And then there's so many folks like you guys, right? Where like momentum. We've been talking about, you know, potentially getting the winners together for the GTM Awards. And we're like, yeah, that'd be so cool if we could do it at like a saster. Because I'm like, we already have like the scale of this big 40 acre campus. Like wouldn't it be cool to like help like you say, like then we see like a lot of companies are like, okay, I want to like try and get my customers together at something like disaster. And so it compounds from there. Right? That's how it is. As big as it is because it just kind of all compounds. But I think, you know, those, those interactions and like, you know, like one, I got to meet your guys's team on side and like it's just different. Everyone always says it, but it is just different. Like it just hits different.
- [40:29]
Podcast Host
It is, yeah.
- [40:30]
Amelia Larout
You could do it face to face.
- [40:32]
Podcast Host
What is. I love it. Well, thank you. I'll make sure I include the, obviously the, the, this, this website we're looking at here. And then maybe you might give me some sort of code or they can talk to Amelia AI and she'll give her a code or whatever. I love it. Amelia, thank you dear, so much. It's been a pleasure and I'll just. Thank you. Appreciate your time.
- [40:53]
Amelia Larout
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