Why? Because we love a challenge, and we want to help fellow marketers take inspiration from companies that are getting it right.

Of course, in the end, we will tell you what we liked the most about them. We hope our professional perspective will inspire you to create amazing digital marketing strategies.

So get comfy and enjoy the read—it’s going to be a good one!

Understanding Yellow.ai

Yellow.ai, originally known as Yellow Messenger, was founded in 2016. Headquartered in San Mateo, Yellow.ai serves over 1000 enterprises. Yellow.ai is an AI-first customer service automation platform that helps enterprises streamline their customer service operations.

On LinkedIn, they have around 1.2k employees, with a median tenure of 1.9 years. They have offices across six countries and have raised over $102 million from blue-chip investors.

Yellow.ai’s brand promise analysis

Yellow.ai wants to make customer service simpler (and easier) for businesses. Their promise? “Our platform transforms end-to-end customer service functions so your customers get instant and empathetic responses; your agents get quick help from AI tools; and your support leaders get real-time actionable insights”.

Whereas their brand claim is rather simpler: “AI-first customer service automation crafted for enterprises”.

What services do they offer?

Yellow.ai offers AI-powered customer service automation for enterprises. Yellow.ai splits their offerings into two main categories: platform products and channels.

The platform products are where all the tech magic happens (conversational AI capabilities, integrations, and analytics).

The platform provides the technology, while the channels help businesses to interact and communicate with customers through their preferred communication methods. So, the channels come into play, which allow businesses to interact with customers via chat, voice, and messaging (whatever their customers prefer).

Their solutions are also divided by Use cases (customer support, marketing & sales, and employee experience) and Industry. They target the following areas: financial services and insurance, healthcare, utility and energy, retail, manufacturing, automotive, education, gaming, telecom, real estate and the food sector and hospitality.

They also offer a new service: instant automation. YellowG’s instant automation help businesses build and deploy AI chatbots in seconds, with zero setup time required.

However, their willingness to help companies improve their customer service processes is larger than that. For this reason Yellow.ai encourage all companies, no matter the industry, to contact them to discuss how Yellow.ai can be customized for their specific industry and use case.

How do they differentiate themselves?

Yellow.ai’s conversational AI platform, including its Dynamic Automation Platform (DAP) and YellowG generative AI capabilities, are used by large enterprises across these main industries they are targeting.

They detail their growth, funding rounds, and industry recognition (Gartner® Magic Quadrant™), and they are proud of being called “game changers”. They use strong words such as “gamechangers” and “most trusted” to express confidence in their product and its impact on the industry. They are inviting prospects to check their awards and recognitions. This way, they can position themselves as leaders in the gen AI customer service.

Leadership Presence and Content Strategy for Yellow.ai

Yellow.ai’s CEO & co-founder, Raghu Ravinutala

With over 27,000 followers, the CEO is quite active on LinkedIn, regularly sharing posts about company achievements and updates. While he doesn’t post original content very often, he’s seems to like engaging with the team and community. This kind of personal engagement goes a long way in building a positive company culture and showing the human side of the brand.

Raghu’s content pillars are mostly centered around Yellow.ai’s updates rather than thought leadership or in-depth insights into the industry. He seems to focus more on promoting the company rather than building personal authority. Compared to the number of followers, his engagement is quite low. He does not follow or engage with key influencers,

VP of Marketing and Growth, Danni C

Danni C has around 2.7k followers on LinkedIn. However, her post frequency is irregular and the engagement is low.

But she brings a different approach to leadership. Instead of focusing only on promoting the company, she’s all about storytelling and making complex marketing ideas simple. She shares her personal insights on marketing strategies, demand generation, etc., which helps position her as a thought leader.

Although this isn’t a direct push for Yellow.ai, it still builds credibility for the brand by association. Yellow.ai’s VP of marketing and sales appears to be more inclined to promote their own personal branding and position themselves as a thought leader in the fields of marketing and sales, rather than focusing on promoting the company and its success stories. Also, the VP is active in the comment section, she is supportive and encouraging with her colleagues.

Yellow.ai’s Social Media Strategy

We laid out a detailed analysis of Yellow.ai social media strategy across LinkedIn, Facebook and Instagram. They use social media platforms such as: LinkedIn, Facebook and Instagram. However, the focus seem to be on LinkedIn.

Yellow.ai’s LinkedIn content mix is composed by content around conversational AI solutions and how they can help companies, in their targeted domains, work better and improve their customer experience. The content mix includes sharing vlog posts, carousels, videos, and infographics, mini-case studies.

But on social media, especially LinkedIn, the focus seems to be on driving traffic to the website, where “real conversion” happens, as they have many resources to convert leads into paying customers (case studies, demos, free trials, resources, testimonials).

Let’s go into more details:

LinkedIn

Yellow.ai is making the most out of LinkedIn. With 135,000 followers, they’ve built a strong audience, and their strategy is mostly focused on brand promotion, thought leaderships and lead generation. Often you can find them posting about how gen AI benefits one specific business sector (health, customer service, etc.).

Content and Engagement

Yellow.ai posts frequently, around 33 posts a month, 1-3 times a week. Their posts primarily focus on promoting the benefits of generative AI in customer service and their posts are educational. They often use carousels for “top X” style posts, to show customer service tips and benefits of using AI. There’s usually a clear call to action (CTA) at the end, encouraging people to visit their website or blog for more information, example: “Want access to the full retail x email automation playbook with Yellow.ai? Just express your interest here: https://lnkd.in/g3JhwrFX”

While Yellow.ai is quite active with their content, their engagement level on posts is moderate. They receive likes and comments, but they don’t always respond to comments or engage in conversations with their audience. This could be an area for improvement, as more interaction could foster stronger relationships with potential leads.

Interestingly, they use polls from time to time, though the engagement on these has been relatively low compared to their follower count. Polls could be a way for them to gather insights on their audience’s needs.

Most of Yellow.ai’s content revolves around two key pillars: promotion and education. They share insights from their CEO on AI trends, generative AI’s impact on customer service, and how their platform can benefit various sectors. They also feature posts on their achievements, like awards or recognitions, to build trust with potential clients.

They’ve also started a series called #DefiningYellow, where they give followers a peek into their company culture and values. This adds a human element to their otherwise technical content, giving people a look behind the scenes.

In addition, here we can notice a mini-case study. While it doesn’t go into extensive detail, it shows the impact of their solutions. This can build trust and credibility among their audience, and position them as good solution providers.

Most of the time, they post on LinkedIn a small snippets, bite-size piece of content, where they provide minimal information on a topic, about which the leads can read more on their webpage. We see a similar strategy to one of their competitors, DRUID AI. They do this to encourage the leads to through a CTA, to visit their website, “book a demo”.

Yellow’s AI strategy might also include building brand trust through positive testimonials and positioning themselves as a top-of-mind choice in their industry.

Overall, we can observe a sales funnel on LinkedIn: their content and strategy seems to focus on building brand awareness and establishing themselves as a thought leader. They nurture leads with small-size informative content and social proof (recognitions), to convert those leads into paying customers through website visits and demo requests. On their website, we can notice many CTAs for requesting a demo or contacting them.

Facebook

They post the same content on both LinkedIn and Facebook, on the same days and using the same post description, but the engagement rate on Facebook is low, almost non-existent, although they have 3.5K followers.

We know that recycling content can be efficient and can save lots of time, but we also believe that it’s important to think about platform’s audience.

Instagram

On Instagram, Yellow.ai has 1.725 followers. Here they focus less on product promotion and more on showcasing who they are as a company. They post about once a week, with a moderate level of engagement.

Here’s how they’re using Instagram now:

• Communicating company values and brand identity: They share posts that reflect their mission and what they stand for.
• Promoting their work environment and company culture: They give followers a behind-the-scenes look at what it’s like to work at Yellow.ai.
• Showcasing participation at events and conferences: They highlight their presence at industry events, showing they’re active in the AI space.

Yellow.ai’s Reviews on Platform Profiles

G2 Platform

Yellow.ai has a solid rating of 4.4/5 stars on G2. Many users appreciate the platform for its ease of use, but some mention that customer support can be slow at times, and the pricing might be a bit steep for smaller businesses. While there’s a learning curve, several reviewers find the platform user-friendly once they get the hang of it. Overall, Yellow.ai’s products are well-received, especially for their simplicity and functionality.

Capterra Profile

On Capterra, Yellow.ai is rated 4.5/5 stars, with most clients expressing satisfaction with the platform. Users particularly highlight the platform’s ease of use, user-friendliness, and the quick support provided. Overall, Yellow.ai’s services are praised for making things simple for businesses, which has led to a strong reputation on this platform.

Yellow.ai’s Ads Approach

Yellow.ai uses paid advertisement to target industries of interest. They use different CTAs to generate an action, such as to “download free guide” or “request a demo”.

As of August 2024, Yellow.ai does not run any paid ads on Facebook, focusing their efforts mainly on LinkedIn.

Yellow.ai’s Content Marketing

We have analysed their content marketing strategy for promoting their generative AI solutions. In this section, we will discuss more about the blog posts and video content, and later we will analyse in depth their marketing and sales strategy overall.

Blog posts

Yellow.ai maintains an active blog, publishing new articles regularly, typically 1 to 4 times each week. The blog covers a range of topics that reflect Yellow.ai’s expertise and focus. Popular themes include customer service, in-depth product features.

One interesting thing that we have noticed in the blog section is the “editor’s pick” pre-selection of articles. Usually, companies are selecting articles that are converting well or need an SEO lift.

Yellow.ai primarily focuses on long-form content. This long format means they like to provide their audience with detailed, well-researched articles that deliver real value.

At the end of every article, readers are met with a clear call to action (CTA). These CTAs invite readers to take the next step, such as subscribing to the newsletter, booking a demo, or learning more about Yellow.ai’s offerings. This strategy helps to convert prospects into leads.

Sales funnel from blog posts

The sales funnel initiated through these articles is simple. A lead typically starts by visiting the website, browsing the blog, and reading an article. At the end of the article, they find a CTA—most commonly encouraging them to book a demo. Upon clicking, they are directed to a page where they can enter their contact details and connect with a sales representative.

Tone of voice

The tone of voice used throughout the blog is both confident and approachable. Yellow.a uses phrases like “industry-first” and “cutting-edge” to show expertise and innovation, while maintaining a friendly, welcoming tone.

Events and webinars

While Yellow.ai does not organize live events, they do focus on webinars. These webinars are available on-demand, which means leads can watch them at any time after providing their contact details.

The topics of these webinars revolve around conversational AI, customer experience, digital transformation, and overview of their platform, YellowG. Each webinar clearly outlines the content to be covered and introduces the speakers involved, making it easy for viewers to understand what they’ll learn and who will be presenting.

Yellow.ai uses a simple webinar registration strategy: to watch a webinar, viewers must enter their contact information, including a work email address. Personal email addresses are not accepted, reinforcing the professional focus of these sessions. This tactic not only gathers valuable lead information but also ensures the audience is business-oriented.

Yellow.ai’s Marketing and Sales Funnel (Prospecting)

The Marketing funnel

Top of the funnel

Yellow.ai captures the attention of a large audience with its blog, where they publish articles focused on generative and conversational AI. These articles are designed to engage the general public, such as “What are voice bots and their use-cases for different industries?” and “Contact centres vs. call centers: What’s the difference?”. Each article ends with a clear call to action (CTA), inviting readers to take the next step, such as booking a demo or contacting the company directly.

Middle of the funnel

In the middle stage, Yellow.ai provides deeper educational content such as case studies, webinars, whitepapers, and podcasts. For leads who are further down the funnel and exploring specific solutions, Yellow.ai offers more targeted content like “AI Voice Bot – The complete guide to AI voice bots [2024].”

These resources help nurture prospects by offering more detailed insights into their solutions and how they can solve specific challenges.

Bottom of the funnel

When it comes to closing deals, Yellow.ai uses testimonials, demo videos, and success stories to build trust and credibility. Their video testimonials, in particular, highlight how their conversational AI platform has helped companies streamline and automate customer service operations, offering a compelling reason for potential clients to choose Yellow.ai’s solutions.

The Sales funnel

Yellow.ai’s sales funnel starts the moment a lead visits their website. One of the first things visitors will notice is the prominent “Book a demo” call-to-action (CTA). This CTA leads them to a dedicated page where they can request a 30-minute consultation with one of Yellow.ai’s experts. The demo request page is designed to convince potential customers why Yellow.ai’s platform is the right choice.

To access the demo, visitors are required to provide contact information, such as their name, business email, and company name. This step captures valuable lead information, which can then be used for a more personalized follow-up. Once the form is submitted, the lead is typically directed to a confirmation page or receives an email outlining the next steps for scheduling the demo.

The 30-minute demo call is an opportunity to show off the platform’s capabilities but also a chance to move the lead further down the sales funnel and closer to making a purchase.

The “Contact Us” form found in the “About US” section, is more likely geared toward visitors who are already interested in learning more about the company and may not be ready to commit to a demo but still want more information. While this option seems to be a secondary action compared to the more direct “Book a demo” CTA, it serves a different purpose. The “Contact Us” form is more likely geared toward visitors who are already interested in learning more about the company and may not be ready to commit to a demo but still want more information.

Yellow.ai’s lead generation strategy

Newsletter as a lead magnet

Compared to DRUID AI and Boost.ai, for subscribing to their newsletter, the leads have to input their business email. By asking for the business email, yellow.ai can qualify their leads better, even if that means a (potential) drop in the total number of people who subscribe. Personal emails might indicate someone with a general interest, while a business email suggests a potential customer with a specific need they want and can solve.

Resources and tools as lead magnets

In Yellow.ai’s Newsroom and resources section we can find blog posts, case studies, webinars, and other content that position them as a thought leader in conversational AI and customer experience automation. This content might help them attract and nurture leads.

We can observe a very interesting tactic that they use. For each of their solutions (Conversational Service Cloud for customer support, Conversational Commerce Cloud for sales and marketing and Conversational EX cloud for employees experience), at the end of the landing page, they have a “lead generation tool” potentially designed to achieve two goals:

With the title “see how much you can save”, they might want to grab the attention of their leads and show them potential financial benefit of using their products and platform.

This ROI calculator ask you to enter details about your current customer support operation (number of agents, costs, etc.). This help them to assess if you’re a good fit for their solution and potentially personalize their sales pitch later. When entering information about their current operations, leads are taking an active step to consider Yellow.ai as a potential solution.

Of course, as with any effective lead generation tactic (a lead magnet this time), in order to access the valuable insights from the analysis, interested leads will need to provide their contact information. Here the CTA “View reports” comes into play. It’s a reasonable assumption that the natural next step would be for a sales representative to reach out to these leads. This interaction helps guide the lead further down the sales funnel and nurture them towards a potential conversion.

Here are all the Resources used for lead generation and demand generation:

White-papers and, studies and reports as lead magnets

They release white-papers. The link to the landing page can be found here

To access a white-paper, the leads have to download it. For this, they have to provide their contact details. The leads are asked to input their name and business email and to answer the question “How did you hear about us?”. With this question, they want at collecting information for improving their marketing funnel and to nurture the leads through email marketing.

Overall marketing and sales strategy

Yellow.ai primarily sells through its website, which serves as the main channel for lead generation. Social media, especially LinkedIn, is used to build brand awareness, educate the market, and direct potential leads to their website. Once on the website, visitors can explore a variety of content marketing channels that Yellow.ai uses to nurture prospects. These include blog posts, webinars, case studies, and thought leadership articles found in their newsroom. The content is designed to educate potential customers on the value of AI-powered automation and how it can address specific business challenges.

When it comes to the sales process, Yellow.ai leans heavily on inbound lead generation. Prospects are funnelled through the website, often prompted by the “Book a demo” CTA. Clicking this button leads them to a landing page where they can request a consultation with one of Yellow.ai’s experts. This approach gives Yellow.ai the opportunity to qualify leads while also providing personalized attention to those who are interested in learning more about their platform.

Yellow.ai’s future plans

Recently, Yellow.ai launched a new product called “YellowG,” a generative AI platform aimed at automating workflows. This product launch suggests that the company is committed to expanding its offerings and staying at the forefront of innovation in the AI space. It’s a clear signal that Yellow.ai is not only focusing on their existing solutions but is also looking to grow and provide even more comprehensive tools for enterprise automation.

More than that, the job openings at Yellow.ai, including positions like Software Engineer and Development Engineer II for Data Platform, indicate that the company is actively expanding its technical capabilities. The fact that these positions are based in key tech hubs like Bangalore and Itanagar also suggests a strategic focus on growing their engineering teams in regions known for strong tech talent.

Inspiration points

1. The website chatbot acts as a live, interactive demo of Yellow.ai’s technology. We can think about it as an immediate value proposition, where users can instantly grasp the potential benefits of implementing their solution. More than that, By familiarizing users with the technology, it can help overcome hesitation or skepticism.
2. One of their key initiatives is the Yellow AI Academy, which is focused on educating people about conversational AI. This academy targets anyone interested in learning how to build chatbots, making it accessible for a wide audience. As more people become familiar with the technology, companies may be more likely to implement Yellow.ai’s solutions.
3. Yellow.ai has developed a community platform that works as a forum for users to ask questions, share issues, and seek help from other users or Yellow.ai support. This creates a space for ongoing engagement and support, helping users solve problems and learn from each other, while also strengthening the sense of community around their platform.
4. They make use of multiple platforms, including YouTube, to explain their services in a more personal and relatable way. By incorporating video content, they bring a human touch to their brand, making it easier for potential customers to understand the value of their products.
5. Yellow.ai offers many resources to educate their audience. Among all of them, we really liked the Knowledge Base the most. It’s incredibly helpful because it teaches prospects how to create their own bots, making it both practical and informative.

Analyzing Yellow.ai was interesting because their marketing and sales strategies have a smooth, well-structured flow. Everything feels connected and cohesive, making their approach both effective and easy to follow.