112: Stephen Stouffer: The dawn of AI Ops and the practical wonders of combining AI tools with iPaaS

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Stephen Stouffer, VP, Digital Transformation & Innovation at SaaScend.

Summary: Stephen shares practical and innovative examples of combining AI tools with iPaaS tools to do things like parsing email auto-responses and subcontracting tech support questions from family members. He’s a fan of starting simple, gradually advancing to more complex solutions, all while maintaining a keen focus on ethical considerations and human interaction. We also cover growth potentials of having a stint in the agency world, is martech really for engineers and the benefits of thinking of emails like billboards on the highway.

About Stephen

• Stephen started his career as a web developer before moving to a marketing analyst role where he got his first taste of marketing and sales alignment as well as marketing automation
• This led him to a Marketing Automation Migration Manager role at Cheshire Impact where he managed over 25 platform migrations in less than a year
• He then worked in-house at a few software companies including iDonate, Thryv as well as FireMon – a security policy management platform where he served as Sr Manager of Marketing Operations and led all the magic behind each GTM program
• Most recently, Stephen’s returned to his agency roots as VP of Digital Transformation and Innovation at SaaScend – a 20-person revenue operations agency

Automating Parental Tech Support with AI

Stephen's journey into automating tech support for his mom using AI showcases a blend of ingenuity and practicality. Faced with an array of tech-related questions from his mother, from resetting routers to converting recipes into different metric units, he sought a solution that could offer simple, direct answers without the clutter of search engine results.

Recognizing the ease with which texting comes to his parents compared to navigating the internet, Stephen ingeniously integrated Twilio with GPT, leveraging Tray.io as the intermediary. This setup allows text messages to transform into queries for OpenAI's API, which then sends back clear, useful responses.

The beauty of this system lies in its simplicity and effectiveness. By funneling questions through a familiar medium—text messaging—Stephen's mom can now access a wealth of information at her fingertips. Whether she's looking for new restaurant suggestions after moving to a new area or needs quick answers for her culinary adventures, the AI assistant provides concise, relevant information. This approach not only empowers his mother to find information independently but also maintains their daily communication, highlighting the importance of family connections amidst technological solutions.

Key Takeaway: Stephen's inventive use of AI for handling his mother's tech support inquiries demonstrates the transformative potential of integrating simple technologies to solve everyday challenges. This strategy not only streamlines the process of obtaining information but also enriches the user's experience by delivering tailored answers through a preferred communication channel.

Making Use of Email Auto-responses with ChatGPT and Tray.io

Stephen's presentation at Dreamforce was a bold exploration of AI's potential in streamlining email management, a topic ripe with complexities and nuances. Opting for the risky path of live demos, he engaged his audience directly, inviting them to submit various types of emails into an open text field. Utilizing Tray.io as his iPaas tool of choice, these inputs were then processed through OpenAI's API to classify the emails and execute appropriate actions based on their nature—whether setting up follow-up tasks, unsubscribing contacts, or updating records in Salesforce and Pardot.

This daring demonstration not only showcased the practical applications of AI in automating mundane tasks but also ignited discussions on data compliance and ethical considerations in AI usage. Stephen's session highlighted the efficiency and adaptability of AI in handling massive volumes of email responses, providing a glimpse into the future of digital communication management. The success of this live demo, buoyed by flawless internet connectivity, underscored the reliability and transformative power of AI in enhancing operational processes within the tech ecosystem.

Stephen's process for integrating auto-responses from email clients into GPT is remarkably straightforward. By designating a reply-to address in your automation platform, all auto-responses are directed to a specific inbox. From there you create a forwarding rule for all incoming emails in that inbox to another address provided by Tray.io. This address acts as an endpoint, channeling the email content directly into the iPaas tool for processing. From there you can prompt ChatGPT by bringing in the payload of those individual emails.

Despite the simplicity of this setup, Stephen cautions about the volume of data being handled, highlighting the importance of managing the flow to ensure accuracy in parsing and prompt building. This method not only simplifies the initial step of data collection but also underscores the intricacies involved in refining AI to perform nuanced tasks like accurately unsubscribing contacts.

Key Takeaway: Stephen's Dreamforce presentation exemplified the innovative use of AI in automating useful tasks that are often left behind because of the manual nature. His live demo reinforced the potential of AI to transform mundane operational tasks into automated, intelligent workflows, setting a precedent for future applications in business and technology.

Unveiling the Early Stages of AI in Marketing Operations

Stephen's insights into the maturity of the martech market, particularly regarding the integration of AI into marketing operations, highlight a crucial phase of development that many professionals are navigating. His observations, shared after captivating the audience at Dreamforce, shed light on the novelty and potential of AI to revolutionize marketing practices. Stephen emphasizes that we are at the beginning of this journey, with much of the excitement and innovation concentrated in regions like North America, notably ahead of other areas such as Europe and Australia. This disparity showcases the varying pace of technological adoption across the globe, reminding us that advancements like marketing automation, now seen as standard in some parts, are just gaining traction elsewhere.

Stephen points out a common misconception within the industry: the belief that AI's application is limited to those with deep technical expertise, such as data engineers. This notion, he argues, often overshadows the simpler, yet profoundly impactful uses of AI that can benefit marketers at all levels. For instance, AI's capability to generate email subject lines or assist in content ideation represents an accessible entry point for professionals seeking to leverage technology to streamline their workflows.

The enthusiasm Stephen encountered post-Dreamforce, where attendees expressed astonishment at AI's capabilities, underscores a widespread underestimation of AI's current role and potential in marketing. This reaction suggests a gap between the perceived complexity of AI applications and the practical, immediate benefits they can offer. Stephen's approach to demystifying AI—highlighting straightforward applications and encouraging experimentation with basic tasks—provides a valuable roadmap for professionals looking to embrace AI without feeling overwhelmed.

Through his experience, Stephen advocates for starting small with AI, focusing on automating simple tasks that can significantly enhance efficiency and creativity. This strategy not only makes ...