Peep Laja

CEO @ Wynter. 3x Founder. Insights over assumptions. Host of How to Win podcast.

Most of your future revenues are gonna come from future customers. 

If you knew *exactly* what your target customers

think about your category (and your company in particular),
what their top priorities and very big problems are,
what unsaturated channels they use to learn about solutions, 

this is what'd happen to your business:

- you'd nail your messaging, speaking exactly to their pain points
- your conversion rates would go up because your pitch resonates better,
- your CAC would go down as you'd use the right channels with the right message,
- you'd create more meaningful content that moves the dial,
- you'd be more deliberate and accurate in providing more value at every touch point,
- you'd know how to price your products to maximize willingness to pay,
- you'd know how to differentiate,
- you'd know where your go-to-market strategy is off, and could fix it. 
 
The beautiful thing?

You can know all of this with Wynter in under 48 hours.

Everyone is doubling down on AI. And most everyone hates the results.

We used Wynter to survey 50 B2B mid-market marketing leaders. 56% are increasing their AI budget in Q1.

But when you read the fine print, the mood isn't excitement. It’s frustration.

Actual quotes from the survey:

"Often AI turns out slop."
"My team is just bumbling through it."
"It's all garbage."

The disconnect is massive.

We have AI SDRs sending robot emails. AI content that sophisticated buyers smell instantly. AI ad variations that are uninspiring.

The problem isn't the technology. The problem is that we are trying to automate the thinking instead of the grunt work.

B2B buyers have excellent BS detectors. Your AI-generated email might save you 20 minutes. But if it costs you the deal, you optimized for the wrong thing.

Efficiency at the cost of effectiveness is just a faster way to fail.

Use AI to execute. Do not use it to think for you.

AI can't buy your software.

AI can't feel the pain of a broken workflow. It can't sit in a budget meeting and fight for your deal. It can't get burned by a competitor and carry that grudge into the next vendor search.

A human does all of that. And humans are weird.

An example: We surveyed 101 CMOs and VPs of Marketing on how they buy software, here are some things we learned:

Most CMOs still prefer buying through a sales rep. Not self-serve. Not a chatbot. They want a human to walk them through it. 

When a vendor leads with AI in their messaging, many buyers are less interested. They see it as hype. One marketing director told us flat out: "slightly less likely to consider them, sounds like hype, makes them doubt it all." 

A CMO at a PE-backed company told us their investment firm says "No one should be adding more people because AI is gonna deliver that extra capacity we need. I'm watching my budget get slashed while pipeline targets go up." 

That's not a sentiment you get from a synthetic persona. That's frustration with a very specific power dynamic.

A field marketing director shared that small roundtables are outperforming their big signature events and webinars. People want intimate, shorter, smaller. That's a nuance shaped by what happened in their org last quarter, not a general market truth an AI could infer.

This is the thing about B2B buyers.

Their decisions are shaped by internal politics, past vendor trauma, budget timing, org structure changes, what their CEO read on LinkedIn last week. 

An LLM doesn't have access to any of that. It can give you a plausible average. It can't give you the actual answer.

Use AI to analyze responses faster. Use it to write better survey questions. Use it to find patterns in data.

But when you want to know what your buyers actually think? Ask them.

A real buyer can tell you what you didn't expect. And the stuff you didn't expect is where the actual insight lives.

We surveyed 100 CFOs and VPs of Finance on how they buy software.

The first question: where do you START the vendor search?

→ 38% ask peers / their network 
→ 26% go to LLMs (ChatGPT, Claude, Gemini) 
→ 20% Google it 
→ 9% hit review/analyst platforms (G2, Gartner)
→ 7% go to known vendors directly 

Finance people trust their peers above everything else. LLMs have overtaken Google as the #2 starting point for software vendor search.

Here are examples of what the CFOs told us on how they use LLMs:

"When we are looking for a vendor, first I usually ask Gemini or ChatGPT to give me an overview of the available vendors, pros and cons."

"I would describe to a LLM the nature of my business, desired outcome, and experience in attempting to solve the problem to date and inquire for suggested solutions."

"Use LLM to produce a paper on options, feedback and cost. LLM will also help team to produce a tender pack."

These aren't early adopters. These are CFOs running the buying process.

What this means if you sell to the finance function:

1. Peers still dominate. Customer advocacy and CFO community presence aren't "nice to haves", they're your primary discovery engine.

2. Your SEO strategy alone won't cut it anymore. LLM visibility is now a parallel channel you need to win.

Cold outreach? Not even on this chart. Zero respondents said "I start by looking at my inbox." Zero.

The buying process is bifurcating:

Trust channels (peers, network) → for shortlisting 
AI channels (LLMs) → for market mapping 
Google → still there but no longer alone

Danilo Navarro L.

Karma

Sales Executive

Asymmetric eSolutions

You are all excited to embark on your very own business adventure as a solopreneur or small business owner. 

The time has finally come to create the jeweled crown of every online business. 
Your website 💎 

Then reality hits:

😬You are unclear on what is the main and most valuable message for your service.

😬You start typing out your offering but feel unsure if it sounds compelling.

😬The messaging feels “blah” and the user experience feels clunky.

The result? 

A website that reflects your own confusion 🤦‍♂️

It's frustrating, I know. 

You're busy growing your business, and you don't have time to become an expert in everything.

Unclear value propositions, clunky copy, and confusing user experience are the plagues of the solopreneur.

So why risk it and go at it alone? 

Here is the thing: 

when you have a sales-optimized website, not only do you attract customers, but you attract the right ones. 

Your traffic suddenly converts at a higher rate, customers trust your brand and want to come back for more. 
You start to see the real potential of your business. 

The way you always envisioned it.

Here is how we can help you skip the guesswork and turn traffic into sales:

-Sales copy and UX audit

We take an x-ray of your website and scan for errors. We give you a quick overview of the challenges and opportunities for improvements that will give you the biggest bang for your buck.

-Messaging and sales copy revamp

Know your customer. Understand their pains, dreams and desires. 
We help you take a peek at their thoughts and craft copy that talks to their hearts instead of their brains.

-Website makeover
Sometimes you just need a clean slate. Using UX-copy, messaging and proven CRO principles we help you create a stellar version of your website. 

Don't waste another minute.

We take the guesswork out of creating a website that sells, so you can focus on what you do best: running your business

Send me a DM and let's talk!

Digital Marketing Consultant

Refurbly

By analyzing the market and gathering customer feedback, I gained a clear understanding of their customer's wants and needs. This information was used to develop proposals for improving the website and user experience, including improvements to product desciption, product page restructuring and creating a UVP that resonates with customer insights.

Naturshopen

I conducted a customer journey study using Google Analytics and compiled customer insights. With that information, I was able to provide improvement suggestions to enhance product descriptions, product pages and changes to the homepage to reflect the company's unique features compared to their competitors.

Turn your hard-earned website traffic into customers || Helping solopreneurs convert the right prospects through a website with clear messaging, a smooth user experience and persuasive copy.

Turn food waste into new revenue and customers!

Karma helps food businesses reduce waste and reach out to new customers by selling their surplus and close-dated items. Our app transforms food that would otherwise be thrown out into a marketing channel and revenue stream.

Reach out and DM me if you want to learn how Karma can help your business earn money from waste while exposing your brand to eager new customers. 

Let's make your excess food a profit opportunity instead of a cost!  🚀

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Peep Laja

Danilo Navarro L.

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taplio

The Battle

Peep Laja

Danilo Navarro L.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Peep Laja's LinkedIn Performance

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