What's the scariest part of putting your revenue at risk?

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Speaker B: From advertising to software as a service to data, uh, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

Speaker A: Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

Speaker C: Today's interview is brought to you by Shift Paradigm Marketing today is buried in complexity. You've got the tech, you've got the tools, but moving the needle feels harder than ever. And the last thing us marketers need is another consultant pitching digital transformation. Enter Shift Paradigm Shift is an integrated team of experts who help enterprise brands turn complexity into traction. Their work is insight led and strategically grounded, designed not to sell you a service or a piece of tech, but to actually solve real business challenges. What makes them different? Well, they're AI enabled but not AI dependent. They're human first, but plugged into the latest tools and models and the moments those models need to go through to prove themselves. They get techy without losing sight of the real person behind every click. And they don't just hand you a deck. They build the blueprints and stay to develop, deploy and run the engine. Growth isn't one size fits all. So stop settling for strategies that collect dust and start working with the team that actually builds for you. Visit ShiftParadigm.com to see how they can help you connect meaningfully with your audience. That's shiftparadigm.com okay, anda, uh, now let's

Speaker B: move on to our lightning round where I'm going to ask you a couple of Martech questions related to this week's topic. The the future of websites in the AI era. Um, and you, your company, some of your experience. Are you ready?

Speaker D: Yes.

Speaker B: All right. You shifted Notch's business model to outcome based pricing. What's the scariest part of putting all of your revenue at risk?

Speaker D: I don't find it scary. So I disagree with the question. I think, I think it's, I think it's scary to not change to outcome based pricing. Uh, we live in a world where everything is either usage or outcome based. And I think it's one of the main reasons why you're seeing public investors call it a SaaS apocalypse. So I think if you're writing on giant fees and four year contracts, I don't think that's going to be a game that will be played any longer because there's going to be companies like Notch that go out there and say, you know us, you know what, pay us when we do a good job.

Speaker B: I, I think that the scary thing for me and, um, you're braver than I am or you're crazy. But, uh, two things can both be true. Uh, when you move to outcome based pricing, you're not necessarily in control of the outcomes, right. And you're often dictated by what, um, the other business is doing. So I guess the question is how do you sort of validate or rationalize the conversion rate instead of charging up front and say we're going to provide this service and you're responsible for the outcome. Now you're saying we're going to make sure that your website functions and if your business isn't good or your brand isn't good, or the LLMs don't like your content, right, Then all of a sudden you're at risk. So how do you rationalize that change where you're essentially taking on more risk because of your pricing model?

Speaker D: Well, um, you have to control the outcomes. I think that's the only way. Do not choose outcomes that you cannot control. Um, and for us, because of ace, we are able to do that. I mean with ace, we are powering full websites, then we are controlling every aspect of it and the outcome. So at the end of the day, we understand the before ACE and we understand what marketers would be happy with. And then after, and we are coming up with outcomes that are sure ambitious, but we have tiers, we have like the base outcomes that we need to hit to get like the fee that we would normally get. And then we have uh, stretch goals, you know, that, that we, we get further rewarded for. So it's, it's not about outcome based versus not. It's about can you control the outcomes and what are the outcomes you're choosing.

Speaker C: Brave. Crazy. Also logical.

Speaker B: That wraps up this episode of the Martech podcast. Thanks to Anda Ginska, co founder and CEO of Notch, for joining us.

Speaker C: A special thanks to Shift Paradigm for sponsoring this podcast. Shift is an integrated team of experts who help enterprise brands bridge the gap between strategy, data and customers. Human first, AI enabled and execution led. They build the blueprints, then stay to develop, deploy and run the engine you need. So stop settling for decks that collect dust and start working with a team that actually builds for you. Visit ShiftParadigm.com to see how they can help you connect meaningfully with your audience.

Speaker B: If you'd like to contact Onda, you can find the link to her LinkedIn profile in our show notes or on martechpod.com or you can visit her company's website, which is notch.com that's k n o t c h.com if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feedback, hit the subscribe button in your podcast app or on YouTube and we'll be back on your feed every week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

Speaker A: M thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit ihearything. Com.