She used to lose an hour every morning checking dashboards and manually looking for trends. Today, Sam Richard, Chief Revenue Officer at ngrok, has replaced that routine with an AI system that does it for her.


It's one of many systems she's built to give herself more leverage. From managing her family's schedule to monitoring product and customer signals at ngrok, she's constantly looking for repetitive work she can hand off to AI.


Sam explains how she decides between local and frontier models, how LLMs are changing customer acquisition at ngrok, and why she believes the best way to start with AI is simply narrating your day and letting it find the bottlenecks.


We discuss:

  • How she automated her morning dashboard review
  • Choosing between local and frontier models
  • The household AI assistant she built for her family
  • The AEO and SEO experiments behind ngrok's website rebuild
  • Why ngrok referrals from LLMs are growing 40 percent month over month
  • Her advice for any growth leader getting started with AI

Connect with Sam:
X: https://x.com/SamCRichard
LinkedIn: https://www.linkedin.com/in/sam-crowell-richard/
ngrok: https://ngrok.com

Connect with Profound:

Website: https://tryprofound.com

LinkedIn: https://www.linkedin.com/company/tryprofound/

X: https://x.com/tryprofound

Read the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineer

Profound University: https://university.tryprofound.com/


The Marketing Engineer is a show for practitioners figuring out in real time what it means to market at the frontier. New episodes every two weeks.

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