Latest / The High-Performing Technical Leader / Ep. 30- Stop Losing Deals to Forgotten Leads: A Go-to-Market Fix, with Guillaume Bruere, Co-Founder of Groovin

Transcript

Ep. 30- Stop Losing Deals to Forgotten Leads: A Go-to-Market Fix, with Guillaume Bruere, Co-Founder of Groovin · The High-Performing Technical Leader

• 0:35
  SPEAKER_01: Hello everyone.
• 0:36
  SPEAKER_01: Welcome back to the High Performing Technical Leader.
• 0:39
  SPEAKER_01: I'm your host, Arvikarkanji.
• 0:41
  SPEAKER_01: And as a reminder, this podcast is intentionally live with our guests.
• 0:46
  SPEAKER_01: Super excited to dig in today.
• 0:48
  SPEAKER_01: Actually, today I'm joined by a very special guest, a little bit different than my typical topics, but I think it's a very, very important one, which is why I brought him on.
• 0:58
  SPEAKER_01: He actually also has a very, very cool product.
• 1:01
  SPEAKER_01: I'm a user of it.
• 1:03
  SPEAKER_01: And I want to dive into not just the product itself, but just in general of what brought him to create it.
• 1:09
  SPEAKER_01: You know, what is important nowadays?
• 1:11
  SPEAKER_01: There's so much happening with AI and integrations and but still systems are kind of broken between them.
• 1:18
  SPEAKER_01: And this guest today has found a way to connect a very important part of the system, which I think a lot of us have a love-hate relationship.
• 1:26
  SPEAKER_01: So I'm really excited to dig in today.
• 1:29
  SPEAKER_01: And I'm joined by Dim, which I'm so sorry if I butcher your name, but I do appreciate you coming on and being a guest on my podcast.
• 1:39
  SPEAKER_00: Yeah, and uh thanks for having me.
• 1:41
  SPEAKER_00: And you didn't butter my first name.
• 1:44
  SPEAKER_01: I appreciate it.
• 1:46
  SPEAKER_01: Um, I'd love to if you can tell us a little bit about your journey.
• 1:49
  SPEAKER_01: You know, I know you're not in the US, so obviously tell us a little bit where you're from.
• 1:52
  SPEAKER_01: Very cool country, and then how did you end up to where you are today?
• 1:56
  SPEAKER_00: Yeah, okay.
• 1:57
  SPEAKER_00: Um, so yeah, I'm French.
• 1:59
  SPEAKER_00: I live in France, in the in the French Alps, actually.
• 2:02
  SPEAKER_00: So in Evian Liban, so between the the Lake of Geneva and the mountains.
• 2:08
  SPEAKER_00: Um I'm the co-founder of uh Groovin, uh, which is a tool that connects your LinkedIn account to your CRM.
• 2:18
  SPEAKER_00: And uh yeah, as for a little bit of a background story, um, so I've been in tech for 15 years now, um, mainly in product management.
• 2:29
  SPEAKER_00: And two years ago, I was working at Phantom Buster, which is um basically a LinkedIn scraping tool that most uh GTN uh uh engineers are familiar with.
• 2:42
  SPEAKER_00: And at that time I was working on a native integration between Phantom Buster and HubSpot.
• 2:48
  SPEAKER_00: The idea was to have them make sure that all of the LinkedIn leads that I formed via Phantom Buster would then uh end up in the CRM.
• 2:56
  SPEAKER_00: Uh but this is actually how I came across so many businesses that were struggling with the same issue.
• 3:02
  SPEAKER_00: Uh it's the fact that yeah, like just like you, they had so many uh prospecting activity on LinkedIn, so many invites, messages, and so on, and actually none of that was actually visible in the CRM.
• 3:16
  SPEAKER_00: Um and I saw so many businesses trying to fix it on their own.
• 3:22
  SPEAKER_00: Um, so namely using Phantom Buster and automation tools like Make or Naten to build something that was clunky at best.
• 3:32
  SPEAKER_00: Um, and when I saw so many of them ready to spend their weekends or so many hours on these kind of clunky solutions, I thought, okay, I guess that the market is ready to buy software that's gonna do it right.
• 3:47
  SPEAKER_00: And and I and I think that's uh that that why you that was your case actually, Alvi.
• 3:52
  SPEAKER_00: Like before using Gravin, you were uh you told me that you were using this kind of automation.
• 3:58
  SPEAKER_01: Um yeah, um, yeah.
• 4:00
  SPEAKER_01: I mean, a little bit of personal story there, but I uh was using Phantom Buster, nothing against them.
• 4:05
  SPEAKER_01: Honestly, it was probably my problem of not knowing how to use it properly.
• 4:10
  SPEAKER_01: I'm obviously very like AI driven, you know, I understand a lot of things, but also restriction of time was another problem that I had where I didn't just honestly have time to fix all the issues, you know, with Phantom Buster or just with their Zapier or any and all of that.
• 4:27
  SPEAKER_01: And I just like you said, needed a native integration.
• 4:30
  SPEAKER_01: And I kept Googling up and down of, you know, something that would integrate automatically with eSoftware at the time.
• 4:38
  SPEAKER_01: I didn't even have a CRM.
• 4:39
  SPEAKER_01: And I was like, I just I'll figure out what the CRM is if they have a native integration.
• 4:43
  SPEAKER_01: I looked into HubSpot, they didn't even have one at the time.
• 4:47
  SPEAKER_01: Um they had like a third-party integration, and then your company's name came up.
• 4:53
  SPEAKER_01: I don't remember actually if it was through like an AI search or Google.
• 4:58
  SPEAKER_01: I can't remember exactly, but I did both searches, and then obviously, uh, from my experience, you connected with a deo, and I was like, wow, like I've been literally searching for this.
• 5:08
  SPEAKER_01: And obviously, I'll I'll share my experience a little bit as to why I think it's such a good product and why it's helped me so much.
• 5:14
  SPEAKER_01: But the fact that it was like a native integration, it was just honestly amazing.
• 5:19
  SPEAKER_01: I was tired of fixing zaps that kept breaking and things not transferring the right way.
• 5:25
  SPEAKER_01: So um, needless to say, as you can tell, and this is not an ad, by the way, to be very clear.
• 5:31
  SPEAKER_01: This is just literally my personal experience.
• 5:34
  SPEAKER_01: Um, so yeah, I'm I'm very excited to have you here and talk about this.
• 5:38
  SPEAKER_01: Um one thing I wanted to ask you specifically was tell us a little bit about like that part.
• 5:47
  SPEAKER_01: I know you said like you were meeting with business owners that were having the same honestly pain point as me.
• 5:53
  SPEAKER_01: What happens really when there's like no pipeline visibility?
• 5:56
  SPEAKER_01: And obviously I know what happens in my business, but what happens in like the types of you know VPs or VPs of pre-sales or sales or CRLs where they talk about like pipeline shrinkage and they don't have visibility to when leads are slipping away?
• 6:12
  SPEAKER_00: Yeah.
• 6:13
  SPEAKER_00: Um, yeah, very, very good question.
• 6:15
  SPEAKER_00: And actually, yeah, there are so many negative consequences uh when you don't have that kind of visibility in the CRM.
• 6:23
  SPEAKER_00: Um but I think that yeah, uh when you realize that most likely like maybe 50% of your first touches are going to happen on LinkedIn, it's a shame if that's not visible within the CRM while at the same time you've already connected your calendar and your email inbox to it, and everything is already uh synchronized there.
• 6:46
  SPEAKER_00: Um and um yeah, so when you don't have this kind of visibility in the CRM, you depend basically on the reps diligence to manually put everything uh every day.
• 6:59
  SPEAKER_00: Um, as it happens, like as they send connection invites or as they send messages over LinkedIn.
• 7:05
  SPEAKER_00: You rely on them to put everything manually in the CRM.
• 7:09
  SPEAKER_00: Um, but I mean they obviously have better things to do, and I mean the best case scenario is that they're gonna do that 50% of the time, but that's still going to leave some very big gaps in the in the CRM.
• 7:26
  SPEAKER_00: Yeah, and yeah, and so when when you don't have this kind of visibility in the CRM, then um it's likely that you're gonna lose context when people uh leave the team with the turnover, they'll leave with their digital box.
• 7:41
  SPEAKER_00: So you don't know what exactly happened between them and their customers or the prospects.
• 7:48
  SPEAKER_00: Um, that may also mean that um two reps are going to reach out to the same lead because they were not aware that the other one was already in touch with the lead.
• 7:59
  SPEAKER_00: Um, so it doesn't look too good, it's not gonna ruin the deal, but yeah, it at the same time doesn't look very professional.
• 8:08
  SPEAKER_00: And um, if we take a step back and from revenue operations manager perspective or sales um uh VP sales perspective, then um you don't have a read basically on what's happening uh over LinkedIn.
• 8:24
  SPEAKER_00: And if that's one of your primary acquisition channels, or if that's a channel in which you're trying to understand if it's working or not, then you need this kind of um data.
• 8:36
  SPEAKER_00: Uh you need to understand if you have a good um um invite acceptance rate, you need to know if um the follow-ups uh that you do on LinkedIn actually work, uh if that's actually going to convert.
• 8:51
  SPEAKER_00: And at the same time, um, as the team gets bigger and bigger, you also need to make sure that um the attribution of the deal is gonna be clean.
• 9:03
  SPEAKER_00: Um because um it's possible that the reps are going to contact different people within the same account, and so you need to know who was in touch first, and and this kind of automated tracking of your LinkedIn activity is gonna be the proof that uh this or this SAS rep has been the first one in touch with uh that specific account.
• 9:26
  SPEAKER_01: Yeah, I will say, especially for companies that have marketing departments within them, and attribution is important.
• 9:33
  SPEAKER_01: I know I've been in marketing before prior to you know recruiting, and I know how important it is for was at least for my team to know where these leads came from and attribute it to the right thing versus you know saying, hey, it's not marketing.
• 9:47
  SPEAKER_01: Um, and overall, into just speaking in terms of marketing, it is already hard to attribute things to marketing in general or social media because it's so hard to kind of, you know, like you said, connect things and everything is mainly manual, then you know, priorities take place.
• 10:03
  SPEAKER_01: And if I'm doing everything manual, then I'll forget to put my source, etc.
• 10:07
  SPEAKER_01: Um, but I will say, at least from a marketing perspective, that it's really, really important for sure.
• 10:13
  SPEAKER_01: Did you see uh prior to creating the product or even now that the connection of like, or I should say a native connection between LinkedIn and CRMs is a big problem?
• 10:26
  SPEAKER_01: Is it something that a lot of go-to-market teams go through, or just does it depend?
• 10:33
  SPEAKER_00: I I think yeah, that's a very tough challenge.
• 10:36
  SPEAKER_00: And that and and yeah, I mean, obviously in in B2B, um many teams depend on LinkedIn to uh yeah get in touch with their leads.
• 10:48
  SPEAKER_02: Yeah.
• 10:48
  SPEAKER_00: Um, and yeah, that's a tough problem to solve because um there is no official API for everyone to connect to LinkedIn.
• 10:59
  SPEAKER_00: And so we I mean, fortunately, we relied on our previous experience at Phantom Buster to kind of retroengineer the LinkedIn API to find a way to connect with it, um, so that our customers don't have to spend months uh trying to figure out on their uh on their end.
• 11:20
  SPEAKER_01: Yeah, very true.
• 11:22
  SPEAKER_01: Can you walk us through a real example if you do have one?
• 11:24
  SPEAKER_01: Of like maybe you helped a team that they were struggling or you know didn't have full visibility into the pipeline.
• 11:32
  SPEAKER_01: How did they use Groovin to help them connect everything and maybe some use cases that would be just important because it obviously me as a user, but other people that might want to use it might want some ideas of like, oh, these are things I can do with them.
• 11:47
  SPEAKER_00: Yeah.
• 11:48
  SPEAKER_00: Uh so yeah, there's actually um uh Swedish scale-up in HealthTech that I work with, and basically we're equipping all of their SDRs there.
• 12:00
  SPEAKER_00: Um, and so yeah, um, so they all installed Groovin signup.
• 12:07
  SPEAKER_00: The sign-up was, I mean, the the whole onboarding process is pretty quick and basically it's gonna take like just two minutes to connect their CRM account and LinkedIn account.
• 12:17
  SPEAKER_00: Once that's done, the mapping is working, meaning that um they can work as usual on LinkedIn or sales navigator, that they don't need to change their habits and click everywhere to go into a different software.
• 12:32
  SPEAKER_00: Um, they stay on LinkedIn, they prospect as usual, and whenever they're gonna send a connection request or whenever they're gonna exchange messages there, um, this kind of activity is gonna be tracked in uh the CRM in specific attributes that are going to store the timestamp and the user involved in each uh LinkedIn event, meaning that um now they can know exactly who contacted whom and when and what kind of interaction uh that was.
• 13:03
  SPEAKER_00: And um thanks to this kind of attributes, they've actually been able to build um a few workflows on top of that um to be more efficient in their day-to-day.
• 13:16
  SPEAKER_00: Um, and and there are two examples I want to uh mention here.
• 13:20
  SPEAKER_00: Um, the first one um is about making sure that you are going to reach out to new LinkedIn connections.
• 13:29
  SPEAKER_00: The the reason I'm saying that is because when you send lots of LinkedIn connection requests, um, I mean you don't have to put a message note uh attached to it necessarily.
• 13:40
  SPEAKER_00: And but the thing is that when then people are going to accept, um, if there are, I think, like more than three people accepting your connection requests the same day, then LinkedIn is gonna bury that uh within a very subtile notification somewhere.
• 13:58
  SPEAKER_00: But it's very easy to miss, and meaning that that new connection that you got will maybe go unnoticed, and you'll forget to actually do something about that.
• 14:09
  SPEAKER_00: Um, and so thanks to Groovin, they will know the CRM will know that someone actually accepted their invite, but that they haven't messaged that person yet.
• 14:19
  SPEAKER_00: So that's gonna create a task assigned to them um with um with a message already drafted for them so that they can actually start the conversation there.
• 14:30
  SPEAKER_00: And the other example I want to mention is kind of related, but um uh you start the conversation on LinkedIn, um, and maybe yeah, after a few messages, the um uh the counterpart is going to maybe take some time to reply.
• 14:48
  SPEAKER_00: Uh maybe they're going to ignore your messages.
• 14:52
  SPEAKER_00: And and here um the I mean the the most important thing that you can do is to consistently follow up because at some point your follow-up um is gonna have the right timing and and they'll be ready to answer.
• 15:07
  SPEAKER_00: And and here again, they've built a workflow within the CRM that's gonna spot the conversations that are going getting called and uh again create a task assigned to them to make sure that they follow up.
• 15:22
  SPEAKER_00: Thanks to Groovin and thanks to the fact that the conversation has been imported into the CRM, um, they can use the CRM's AI or even cloud to auto-draft the message based on the previous messages, but also based on the rest of the context that they already have within the CRM.
• 15:40
  SPEAKER_01: Yeah.
• 15:40
  SPEAKER_01: Um, I want to clarify something.
• 15:42
  SPEAKER_01: And actually, before I do that, I'm gonna give a personal use case.
• 15:45
  SPEAKER_01: What was really important for me too is having a native integration to where I could see if somebody falls within my ICP, if I'm connected to them on LinkedIn, obviously, you know, if I have an email, do I have different ways of outreaching?
• 15:57
  SPEAKER_01: And honestly, this was like a big pain point for me personally.
• 16:01
  SPEAKER_01: So when I found your product and I, again, now I use ADIO, but um, I was able to create an automation that just tells me, like, hey, DM did accept your invite, and now they're a LI one um, you know, connection or first degree connection for me.
• 16:18
  SPEAKER_01: So if I wanted to filter them in my CRM and say who's first connection or first degree connection from Young LinkedIn within these specifications of my ICP, if that's like um company size, you know, of employees or revenue or type of series, which also you know your CRM will help you with, then I I have an easier way to filter my LinkedIn connections at this point to actually be able to reach out to the right types of people without me doing this manually.
• 16:44
  SPEAKER_01: So that was honestly huge for me and extremely helpful and saved me tons of time that I can't even I mean, I didn't do it before just because of the time.
• 16:53
  SPEAKER_01: So that alone was huge.
• 16:56
  SPEAKER_01: But um, one thing I want to emphasize, Guillaume, is that is this LinkedIn safe?
• 17:01
  SPEAKER_01: I know that LinkedIn can be very, you know, bad when it comes to integrations, et cetera.
• 17:06
  SPEAKER_01: So tell us a little bit about the LinkedIn safety part.
• 17:10
  SPEAKER_00: Yeah, yeah.
• 17:10
  SPEAKER_00: And and there are uh two things I want to say about that.
• 17:13
  SPEAKER_00: Um the first one is that um basically we've designed Groovin um to help you in your day-to-day productivity, and basically we want to enhance the productivity of human-initiated actions.
• 17:30
  SPEAKER_00: Um, I mean, we I used to work at Phantom Muster before, and I am well aware of the risks that you can take while automating stuff on LinkedIn, and that's exact exactly the kind of stuff I wanted to steer away.
• 17:44
  SPEAKER_00: So that's why Groovin doesn't engage in risky activity like bulk scraping or mass sending of connection requests or mass sending of messages.
• 17:57
  SPEAKER_00: It's actually meant to help you with individual actions instead of trying to replace everything uh by uh a bot.
• 18:07
  SPEAKER_00: Yeah, and and the second thing I wanted to say is that um there's actually no way for LinkedIn to be sure if you've installed this extension or this extension, they cannot know for sure.
• 18:21
  SPEAKER_00: Um, but um right now the best way for them to, I guess if you're using some kind of automation tool, is to look at your usage patterns.
• 18:32
  SPEAKER_00: And if there is a sudden spike of activity, then they are going to interpret that as the fact that you're using some kind of automation tool.
• 18:42
  SPEAKER_00: So yeah, that's that meaning that it could also happen to you, like if you don't use any automation tool, that if suddenly tomorrow you start like visiting too many LinkedIn pages and sending too many requests, then LinkedIn is gonna send you a warning message letting you know that they suspect that you're using something, even though it's been pretty manual.
• 19:03
  SPEAKER_01: Yeah, um, I agree with that.
• 19:05
  SPEAKER_01: I've actually been there to where I've just been looking at a lot of profiles.
• 19:08
  SPEAKER_01: Obviously, um in recruiting, so I look at a lot of candidates' profiles, and then all of a sudden I get a warning and I'm like, I'm not even using AI.
• 19:15
  SPEAKER_01: What the heck?
• 19:17
  SPEAKER_01: Um, but that's fair.
• 19:18
  SPEAKER_01: Yeah.
• 19:18
  SPEAKER_01: No, that that's why I wanted to bring that up because I think it's important to make that distinction.
• 19:23
  SPEAKER_01: Um, one question I had for you is I know we talked about an example of you know large team using this or like as DR teams, etc.
• 19:31
  SPEAKER_01: How would Groovin benefit somebody that's, for example, on a founding role?
• 19:35
  SPEAKER_01: Like if I'm in a small startup and I'm a founding account executive, or sometimes I've even placed founding sales engineers that you know do full sales cycles.
• 19:45
  SPEAKER_01: How would this is there any maybe different use cases that I can do to help my work be better versus in a large team?
• 19:54
  SPEAKER_00: I I think um I mean um most of the um use cases I've mentioned before still hold for uh a startup founder.
• 20:07
  SPEAKER_00: But I think uh yeah that in in get in that kind of uh situation, um if you're the founder of a startup, then uh your LinkedIn is inbox is practically your professional inbox.
• 20:21
  SPEAKER_00: And so you need to make sure that everything that you've done on LinkedIn is actually ending up in the CRM.
• 20:27
  SPEAKER_00: And um in that case, uh you can with Groovin, you can um automate it, I mean not automate, but make sure that you synchronize everything with uh with the CRM.
• 20:40
  SPEAKER_00: So meaning, yeah, meaning that um we make it easy for you to import your LinkedIn network or your LinkedIn inbox into the CRM.
• 20:50
  SPEAKER_00: And on a day-to-day basis, make sure that any new uh whenever you send a new connection request or whenever you send a new message to someone that's not already in the CRM, then Groovin is gonna create for you.
• 21:03
  SPEAKER_00: Um and so you don't need to go through that process and you can uh be sure that the conversation is also going to be synchronized at the same time.
• 21:11
  SPEAKER_01: Yeah.
• 21:12
  SPEAKER_01: Um, that's fair.
• 21:13
  SPEAKER_01: And then um, I know at least on my end, I also have workflows there that update certain LinkedIn information if a person you know changes things, like whether it could be an organization or something along those lines, which again, I used to do that manually.
• 21:27
  SPEAKER_01: So that's also been a huge help.
• 21:29
  SPEAKER_01: Um I wanted to ask when you say, like, obviously, like you said, LinkedIn is where everybody's entire network lives for the most part.
• 21:40
  SPEAKER_01: We all have a love-hate relationship with LinkedIn.
• 21:44
  SPEAKER_01: Um, most SaaS companies or software companies do rely on LinkedIn to build, you know, whatever that looks like, ICPs, lists, reaching out to potential clients.
• 21:56
  SPEAKER_01: When you say that grooving connects, and I I believe that you guys also recently did a MCP as well.
• 22:01
  SPEAKER_01: When you say that Grooving connects to your entire LinkedIn network, what does that really unlock for a leader?
• 22:08
  SPEAKER_01: And tell us a little bit about your MCP server as well.
• 22:11
  SPEAKER_01: We'd love to understand more on what that looks like.
• 22:15
  SPEAKER_00: Yep.
• 22:16
  SPEAKER_00: So yeah, we launched our uh we launched our MCP server back in uh June this year, and uh so far it's been a great hit.
• 22:25
  SPEAKER_00: The reason is that the uh it's basically LinkedIn MCP, let's say.
• 22:30
  SPEAKER_00: Um because you're giving Giving Cloud or GPT access to your entire LinkedIn network and inbox, even if that's not already synchronized with the CRM.
• 22:44
  SPEAKER_00: And so the typical use cases we see are about importing your um LinkedIn conversations or your LinkedIn network into the CRM.
• 22:55
  SPEAKER_00: And that's actually a use case that we are right now formalizing with a few customers.
• 23:02
  SPEAKER_00: Basically, the idea there is to help them make sure that every team member imports their LinkedIn network into the CRM so that then they create this kind of shared uh network graph um within the CRM.
• 23:22
  SPEAKER_00: And then they can go into HubSpot or ATO within the AI chat and ask okay who in the team is connected to someone working at company XYZ?
• 23:32
  SPEAKER_02: Yeah.
• 23:33
  SPEAKER_00: And and and then the nice stuff about Groovin is that um you would also know um uh when the connection happened.
• 23:43
  SPEAKER_00: So is it a research connection or another one?
• 23:46
  SPEAKER_00: Yeah, has there any um has there been any conversation in the past of on LinkedIn?
• 23:52
  SPEAKER_00: If so, how old is is that conversation?
• 23:55
  SPEAKER_00: Was it a back and forth conversation?
• 23:57
  SPEAKER_00: And so you you can basically leverage all of that to guess the um the strengths of the relation based on this data.
• 24:07
  SPEAKER_00: And so that's really exciting stuff that we are formalizing right now.
• 24:11
  SPEAKER_00: And and I I'm sure that we're gonna share more customer stories uh about that uh pretty soon.
• 24:17
  SPEAKER_00: Oh yeah.
• 24:18
  SPEAKER_00: Um so MCP server, uh, you can easily import everything that you have on LinkedIn that should be uh you know imported into the CRM.
• 24:28
  SPEAKER_00: And you can also build your um agents in cloud to help you manage your um inbox on a day-to-day basis.
• 24:37
  SPEAKER_00: So you could create an agent that's gonna um uh create a morning briefing uh for you, uh ranking the conversations where um you need to follow up, the ones on which you um your reply is pending.
• 24:54
  SPEAKER_00: Um spot the conversations that should probably be uh synchronized with the CRN.
• 25:00
  SPEAKER_00: Um, that on that nothing is gonna slip through, yeah.
• 25:07
  SPEAKER_01: Yeah, okay.
• 25:08
  SPEAKER_01: That's that's honestly very, very interesting because again, I don't think there's at least that I found a company that does this at this point.
• 25:16
  SPEAKER_01: How detailed can I go with Claude?
• 25:18
  SPEAKER_01: Like, could I say, like, hey, find me all my LinkedIn connections at fall, whatever, one to fifty employees that um my last message was six plus months ago, and they're a VP of pre-sales, for example.
• 25:35
  SPEAKER_01: Is that possible within Claude or Chat GPT?
• 25:39
  SPEAKER_00: Yeah.
• 25:40
  SPEAKER_00: Um, so yeah, that honest answer, that's gonna depend.
• 25:45
  SPEAKER_00: Uh, but but I think the um the the last example that you mentioned is gonna work.
• 25:51
  SPEAKER_00: So you could go into Cloud and tell it, um, okay, I want to I I want you to use Groovin to look through all of my conversations over the past six months that happened with um someone working in uh at a C level in sales, yeah.
• 26:11
  SPEAKER_00: Um and then um make uh check if they are already in the CRM or not or not, and check the state of the conversation there.
• 26:23
  SPEAKER_00: Tell me if I should follow up uh or do something about it.
• 26:26
  SPEAKER_00: And that's gonna be possible because uh Groovin will be access um able to access the profile name, headline, and content of the conversation.
• 26:36
  SPEAKER_01: Yeah.
• 26:37
  SPEAKER_01: Um, and then let's emphasize one more time LinkedIn safety.
• 26:40
  SPEAKER_01: Am I doing anything wrong here that would put my LinkedIn safety at risk?
• 26:45
  SPEAKER_00: Yeah, um, so the thing is that we've designed the MCP server to work at human speed.
• 26:52
  SPEAKER_00: Um so I mean you won't be able to um import tons of data or um send uh um thousands of invites or messages uh the same day.
• 27:07
  SPEAKER_00: The MCP server is actually going to understand the volume that you want to process and gonna tell you in advance, okay, if you want to um send uh a hundred connection requests, then we're gonna spread that uh over the next seven days so that yeah, yeah, it doesn't look strange uh for your LinkedIn account.
• 27:29
  SPEAKER_01: Love that.
• 27:30
  SPEAKER_01: Um and then before we go any further, what does Groovin um integrate with right now?
• 27:36
  SPEAKER_00: So yeah, right now we integrate with three CRMs, uh namely HO, the one that you're using, HubSpot.
• 27:45
  SPEAKER_00: Um that's pretty new uh since uh this month.
• 27:48
  SPEAKER_02: Yep.
• 27:49
  SPEAKER_00: And um we also integrate with uh Affinity, uh, which is kind of a niche CRM uh for venture capital firms, but this is actually how we started um initially.
• 28:02
  SPEAKER_01: That's amazing.
• 28:03
  SPEAKER_01: Um, do we have a sales for in Salesforce integration coming at some point?
• 28:09
  SPEAKER_00: Yeah, um not yet, uh, but this is something that we might consider next year.
• 28:14
  SPEAKER_01: Yeah.
• 28:14
  SPEAKER_01: Um I was gonna say typically it's like 50-50, 50% of especially enterprise companies, will use HubSpot and then the other 50 Salesforce.
• 28:23
  SPEAKER_01: So figured I would ask for all the people that are listening and our potential Salesforce users as to what could be coming up.
• 28:31
  SPEAKER_01: And then you're very gracious to actually give me a code, which I do really appreciate.
• 28:35
  SPEAKER_01: Obviously, I'm a user and I do love the product, but um uh tell me, tell Argus, tell the audience a little bit about it.
• 28:41
  SPEAKER_01: Uh, I think the code is just RV10.
• 28:43
  SPEAKER_01: Uh they would be able to save 10% on their subscription, or how would that work?
• 28:49
  SPEAKER_00: Yeah, so uh yeah, I mean, uh they can try Groovin for free.
• 28:54
  SPEAKER_00: Um there's uh uh a two weeks uh free uh trial, and so that's gonna be enough for them to um um experience the benefits for them.
• 29:06
  SPEAKER_00: And and then if they're convinced, then yes, they can use your um coupon code RV10 uh to benefit from a 10% discount uh on the first year, and um that's valid regardless of the number of seats uh that they are going to.
• 29:24
  SPEAKER_01: Okay, that's so nice of you.
• 29:26
  SPEAKER_01: Um, and I wanted to shift your um kind of thing on now more into like what I call our rampant fire questions.
• 29:35
  SPEAKER_01: This is just something I mean, we ask three fast questions, they don't have to be fast answers, but we just like it, it's fun.
• 29:43
  SPEAKER_01: Um, what is one tool that you can't live without right now?
• 29:47
  SPEAKER_01: And you can't say Gruben.
• 29:49
  SPEAKER_00: Okay.
• 29:50
  SPEAKER_00: Uh okay.
• 29:50
  SPEAKER_00: I but uh uh honestly I need to say Claude because I think that um 80% of my business now go through it.
• 29:59
  SPEAKER_00: Yeah, um, so yeah, um I I think it's become the center of gravity of my business, but I guess also for many other people.
• 30:10
  SPEAKER_01: Yeah, for sure.
• 30:11
  SPEAKER_01: Um, what is your biggest growth level lever for SaaS in 2026?
• 30:15
  SPEAKER_00: Yeah.
• 30:16
  SPEAKER_00: Um, I would say it's AEO.
• 30:19
  SPEAKER_00: You need you need to make sure that uh when someone is gonna ask uh Claude or GPT about um the the pain point that you're solving, you need to make sure that you're you're gonna rank first.
• 30:30
  SPEAKER_00: And I think that's actually how you heard about us.
• 30:33
  SPEAKER_00: I mean, uh you told us that either Google or Cloud, but um if anyone today uh um asks uh Claude, okay, what's the best kind of integration I can find to uh bridge the gap between HO and LinkedIn, then Kruvin is gonna come up as the first solution.
• 30:52
  SPEAKER_00: So yeah, yeah.
• 30:53
  SPEAKER_00: And and right now I think that's probably half of our pipeline that's coming from there.
• 30:59
  SPEAKER_01: Yeah, yeah, that's definitely really important right now in 2026.
• 31:03
  SPEAKER_01: Um, outside of that, what is one belief that you have that most people would disagree with?
• 31:09
  SPEAKER_00: Okay.
• 31:10
  SPEAKER_00: Um, so yeah, I I as a French person, I I I need to say that um there is only one kind of butter, and that's solid butter.
• 31:21
  SPEAKER_00: Um but yeah, um no more seriously.
• 31:25
  SPEAKER_00: Um I mean there's a trop uh you often see on home pages, uh SAS home pages, where they they have this chart where they put their software at the center and then all of the integrations around it.
• 31:41
  SPEAKER_00: And um I I think that's um that's changing completely right now.
• 31:47
  SPEAKER_00: Uh basically, uh, right now it's either your CRM or uh cloud in the middle.
• 31:53
  SPEAKER_00: And I think you can actually be very successful just by building the dotted line between um between the CRM and LinkedIn.
• 32:03
  SPEAKER_00: And right now that's our uh uh focus.
• 32:07
  SPEAKER_00: And and um I mean pretty soon we are also going to release a WhatsApp integration.
• 32:13
  SPEAKER_02: Oh, that's great.
• 32:14
  SPEAKER_00: Um and for the businesses that rely on on this kind of channel for closing deals, then that's gonna be a very important one now as well.
• 32:23
  SPEAKER_01: Yeah, absolutely.
• 32:25
  SPEAKER_01: Um, and again, I do appreciate you obviously joining here with me today and just talking about the product, like I said multiple times throughout this whole live and podcast, that I'm literally a very happy user.
• 32:36
  SPEAKER_01: Um, honestly, part of the reason why I wanted to bring you in because I've also heard of businesses or reps in general leaders that struggle with making a native integration between LinkedIn and a CRM.
• 32:48
  SPEAKER_01: So I'm hoping that this has been useful to some of them, if not all.
• 32:52
  SPEAKER_01: What is one advice that you have for sales leaders?
• 32:56
  SPEAKER_01: And I'd like to close it out with this.
• 32:58
  SPEAKER_01: Um, in terms of like those reps live on LinkedIn.
• 33:04
  SPEAKER_00: Yeah, my my one advice would be to treat LinkedIn uh like email.
• 33:09
  SPEAKER_00: I mean, if it's not in the CRM, then it did not uh happen.
• 33:14
  SPEAKER_00: And and so yeah, you you need to make sure that um it's gonna show up in the in the in the CRM.
• 33:20
  SPEAKER_00: So yeah.
• 33:22
  SPEAKER_01: Totally agree with that.
• 33:23
  SPEAKER_01: And thank you again for obviously coming on, sharing everything, being super transparent.
• 33:28
  SPEAKER_01: This is really, really awesome.
• 33:30
  SPEAKER_01: Um, anywhere where could uh people find you or groovin, where could they go to find it?
• 33:36
  SPEAKER_00: So, yeah, um basically uh people can check out our website uh website that's uh groovin.ai, uh g-ro-o vin dot AI.
• 33:50
  SPEAKER_00: And uh basically they can use my code RV10.
• 33:54
  SPEAKER_00: And and yeah, and they can use your code when they're recommended.
• 33:57
  SPEAKER_01: Yeah, yes.
• 33:58
  SPEAKER_01: Um, and then we'll put the website as well in our show notes as well on LinkedIn so it makes it easier for people to find.
• 34:06
  SPEAKER_01: Uh, but yeah, thank you so much, Kim.
• 34:08
  SPEAKER_01: This was awesome.
• 34:09
  SPEAKER_01: I appreciate you coming on, and then we'll have to do a catch up episode once you have way more integrations or you know, I know amazing products or features on the products that you'll come up with.
• 34:21
  SPEAKER_00: Yeah, let's do that.