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I’m the Co-Founder and CEO of GrowthX AI, helping companies turn content into their…
Articles by Marcel
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Marcel Santilli shared thisHoly SMOKES!!! 🤯 New bar is set. Solo + AI agents. 0 → $1B in SALES in 14 months. Wow I had my research-to-study-guide agent run to try to learn from some patterns, mental models, and his journey. If anyone wants it just lmk and I'll DM you.
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Marcel Santilli shared thisI'm honored to announce a strategic investment from HubSpot Ventures in GrowthX AI. [See giveaway at the bottom to celebrate 🎉] HubSpot built a $30B company on one belief: CONTENT drives GROWTH. Now AI is rewiring how buyers behave. The behavior changed. The principle didn't. BEHAVIOR: 94% of buyers are using LLMs during buying process. (Forrester) ChatGPT = # 1 source influencing vendor shortlists (G2) PRINCIPLE: Create the right content and buyers find you. Except now the bar is way higher. The surface area to influence is 100x bigger. AI made a marketer's job harder, not easier. I know because I was that marketer. At GrowthX, we're building what I wished existed. Our mission: [Help companies be discovered, shortlisted, and chosen through content.] Agents handle the heavy lifting. Humans do the work that matters. Every piece of content makes the next one smarter. This is my life's work and we're just getting started ❤️ --- PS. I pulled together 10 hours of my best WORKSHOPS in our paid community and I'm giving it away for FREE :) Just comment GROWTHX and I'll DM you a link.
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Marcel Santilli shared thisBuild EQUITY don't rent as default. Bill Gurley: "Paid marketing is the crudest game you can play." Andrew Chen: "Paid acquisition is a tax on your product's defensibility." You should use paid as a fuel, not a drug. I think about sustainable, compounding growth like real estate investment in some ways. Your website (when done right) is compounding. Building your audience pays dividends for a long time. Having your own distribution systems is a moat now. CONTENT is the atomic unit for everything here. Your website is (or should be) your strongest foundation and biggest driver of growth. Websites are made out of PAGES. Those pages are your sphere of influence for buyers + AI engines + training data for LLMs. If you're treating your website like an afterthought, you are gonna be f**d as a brand IMO. AI = The BIGGEST shift in buyer behavior Every buyer, every buying decision, every vendor is impacted. Think about these crazy stats... → 94% of B2B buyers now use LLMs during their buying process (Forrester) → 90% of B2B buying will be intermediated by AI agents (Gartner) → ChatGPT = #1 source influencing vendor shortlists. Ahead of vendor websites, analyst reports, and review (G2 2025 Buyer Behavior Report) 80% of LLM training data is still pages from the internet. 100% of citations are pages from the internet. Your website is how you shape everything. By consistently being the best ANSWERS to every question that matters to your buyers. Except now... There's a massive surface area (more long tail queries) You have to keep everything perfectly fresh The bar of quality is actually higher (not only volume OR quality, it's both) And brand alignment is way more important. In other words, you want your pages to drive visibility + traffic that lead to conversions, but you also want to align AI engines to your brand context. Once you get that in place, then and only then (or in parallel) you nail paid distribution and amplification. Wdyt? What am I missing here?
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Marcel Santilli shared thisClaude life improvement tip. You can toggle "Keep Computer Awake" in Claude Cowork and set some scheduled tasks to run every morning. Here are some of the ones I have running for me: 1. Pull Meetings. It pulls meetings from Fireflies since the last run. I have a process where I download the meetings using a script so we don't use a lot of tokens and then enrich the meeting sorted, put it in the right folders. I enriched contacts and company records in my local project. 2. Go through all my calendar and give me a brief of any meetings that were added, removed, or changed. Also make sure if any meetings are out of compliance based on the rules I have. I have a context shadow calendar block for every meeting that has context on that person, that meeting, and things like that so it goes and does research on the person, finds their LinkedIn, things like that. 3. Check my email and keep a running tab. It's not just checking emails and trying to respond. It's more of keeping tabs on threads that are still open or pending versus you forget about it and you need to do a follow-up. It keeps that running list all the time. 4. It does the same thing on Slack. It goes through every single Slack channel and looks if there are any threads that have not been answered and it keeps a running tab. 5. This one's awesome. It goes through and it does some project cleanup on my local project that has all my context. This is really nice because there are little things, just cleanup tasks like: - links broken - files that are out of sync - the CLAUDE.md file needs a quick update. If there's anything that feels off but it's a bigger change, flag it for me. All those things, it pings me in those places each day with the brief but then it also saves it locally in a folder called `records` that I call "runs". That way you have it all there and then you can run an agent later to analyze things and what not. And yes now I bought a second MacBook Pro that I leave at the house just running all the time but I think it's worth it depending on your role.
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Marcel Santilli shared thisJust wrapped up 1.5hr workshop session. Sharing replay + slides. Comment "AEO" below. 🙈 I know I know comment gating is cringe but I promise this one is legit worth it. We normally only share with paying members of our ailedgrowth[.]com community.
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Marcel Santilli posted thisI hate cold outbound! seriously 😑 I have not made one big software purchase decision in my life because of a dead cold outbound email, LinkedIn or any automated DM. we are still doing some stuff at GrowthX AI 1. I try to connect with people that are legit interesting or I think I can add value somehow 2. invite to high end dinner (think $500-1000/person, highly curated) 3. follow up from something that went cold I'm not saying it doesn't "WORK" but what is the cost of making it work? burning through your whole TAM? there are exceptions but it's rare to see based on 99.9% of garbage I get daily. here's what I would do instead: create a $1000 resource for your space think a legit amazing book, 5 hr workshop. something that people would legit pay money for. use social to validate and distribute then and only then use outbound to do some type of personalized outreach think "hey so and so from your company downloaded this book last week. we've been doing strategy sessions with [name competitor or company they look up to] and would love to offer your team one." something along those lines nail your front end offer first, then distribution, then conversion to your backend offer. in that order
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Marcel Santilli posted thisBiggest easy productivity gain: Fyxer exactly how I used to ask my EA to manage my inbox 5 minutes to setup, gets better each week I just wished I could set it up for my LinkedIn inbox dear God, soooo much spam it's ridiculous
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Marcel Santilli shared thisCongrats to Lovable for hitting $400M in ARR! Wanted to share how we helped them 30X traffic to templates + content pages in the last 4 months. Funny thing is we pitched SAME strategy to one of their top competitors months prior. They said "we got this we don't need help." Nope nothing since. This was a year ago!! That's the difference with Lovable. They're lovely to work with, move fast, and are not afraid of taking bold bets, and talking about it publicly. I can't share all the details but the TLDR is we figure out a way with our agentic workflows + design engineer in the loop to scale high quality templates using Lovable's API. That combined with right strategy + right experience (one click to fork template) + strong content on page. We're doing multiple other things for them but the whole thing is already ROI positive (aka revenue generated surpassing total monthly investment). I'll share a lot more details on our upcoming workshop I'm hosting in a few weeks: Engineering Growth: AEO + SEO + Quality at Scale See comments
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Marcel Santilli posted this"AI-powered" very very soon will make as much sense as "Internet powered" or "on the cloud" For all the messaging and PMMs out there: focus on the jobs to be done your product helps with and the outcomes you deliver. Back it up with pain points without you and exactly how it's different with you. We have some work to do on our on website but... It's incredible to how many companies don't explain in simple English: Hey here's what it's like working with us, how we onboard you, what to expect each week, etc.
Marcel Santilli commented on a post
6m
Pretty insane number 🤩
Marcel Santilli commented on a post
9h
Really cool. I have been running something similar for the last three months but I have been using Mintlify as the presentation layer for it.
What I found is that the transcripts are very, very important; however your shared company context and shared individual context drive the quality of the processing.
Also fetching external knowledge (aka deep researchers). That makes a whole lot of difference. The transcripts are an important piece but if the other ones are off, things steer in the wrong direction.
Excited to dig in here, thanks for sharing.
Marcel Santilli commented on a post
1d
This is def one of the biggest failure modes right now. I wrote about this a couple weeks back on using AI as a way to accelerate your learning versus a way to skip.
Hopefully people are going to start to use LLMs as a knowledge compiler, not an answer machine. At least personally, it's about having a persistent, growing knowledge base and context that comes from you individually and your company, so shared context.
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Marcel Santilli liked thisMarcel Santilli liked thisExcited to launch Galileo Autotune! Auto-improve your eval accuracies super fast with natural-language context about your use case. Business users are shipping evals. This gives them superpowers. This launch takes us another step closer to enabling auto-improving agents. At Galileo we believe humans will primarily provide goals, controls, policies and context. Agents will figure out the rest. If you are interested in building the future of how agents are built, shipped and scaled, reach out! More details here: https://lnkd.in/gDVYWhRSMeet Galileo Autotune: From 79% to 95% Eval Accuracy in One ClickMeet Galileo Autotune: From 79% to 95% Eval Accuracy in One Click
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Marcel Santilli liked thisMarcel Santilli liked thisIt's gonna happen. Sooner or later most of us will be doing this. I already do this with an app Deepgram built for ourselves. Jonah Daian and VoiceOS team has been cooking it up Check it out!Say it and it's done. Work 10x faster with your voice. - VoiceOS | Product HuntSay it and it's done. Work 10x faster with your voice. - VoiceOS | Product Hunt
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Marcel Santilli liked thisBest part of my job? Watching a real customer, especially one of our own, use our product (including capabilities we haven't released yet!!!) to score the best deal on her favorite car. Real user. Real savings. Real innovation. Your turn is coming soon. Stay tuned! 👀Marcel Santilli liked thisJust bought a car using the Auto Perk from CarGurus! I talk a lot with partners about what we are building at CarGurus to improve both our consumer and dealer experiences but it’s always so eye opening to be the one in it!! I can say with confidence, using CarGurus made it so much easier for me as a consumer. Our new AI search, CarGurus Discover (cargurus.com/discover) was insanely helpful in figuring out what we should get! I also loved our App and using “Dealership Mode,” to compare cars at the dealership. Did I also get to test some new consumer features that we haven’t launched yet?? Maybe!! We're building some incredible stuff - if you need a car, check us out! If you’re an auto partner looking to engage with the #1 most visited car shopping site, DM me. #GreatToBeAGuru
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