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How do you scale content, stay human, and actually stand out in the crowded AI race? We sat down with Anirudh Narayan, Co-founder and Chief Growth Officer at Lyzr, to explore just that. From Lyzr’s shift from a data analyzer to an agent-building platform, to how AI can power autonomous marketing workflows, Ani walks us through the future of agents, the balance between automation and authenticity, and what SaaS marketers should be measuring right now. If you’re curious about where AI meets content, strategy, and growth, this one’s for you.
INTERVIEW TRANSCRIPT:
Michael: Tell us about Lyzr and your role there. It sounds like what you’re building is extremely relevant to a lot of marketers right now.
Anirudh: Sure! So, the name Lyzr actually comes from "analyzer." We started as a data analysis platform back in 2023. Over time, we realized the platform we were building on was too engineered and complex for early-stage developers—it wasn’t easy to rapidly prototype. So, we pivoted. Today, Lyzr is an agent infrastructure platform—basically a low-code way to build and deploy AI agents.
To put it simply, if Shopify helped people build ecommerce websites, Lyzr helps people build AI agents. We’ll have agent templates, a developer ecosystem to support customization, and our own marketplace. My role is to grow the brand—everything from product marketing to growth hacking and conversion optimization. I work across the funnel, including activation and retention, and I support the product team too.
Michael: Let’s dive into use cases. What are some ways marketers are using agents today?
Anirudh: Marketing was one of the first areas where agents became relevant, mainly because people aren’t as concerned about the privacy of marketing data. Early on, tools like Jasper and Simplified offered AI-led content generation. What we’re seeing now is a shift toward autonomous content creation and repurposing.
Say you want to create a blog—you can have an agent do that, publish it to WordPress, and even generate social content from it. Some users are automating content creation based on trending topics, converting that into blogs, and publishing across social platforms. You’ll see agents for SEO (like programmatic landing page generation), blog creation, video scripting with tools like HeyGen and 11 Labs, and even avatars to deliver that content.
Our flagship product, Scott (inspired by Scott Galloway), helps generate premium blog content based on branding guidelines, tone, internal/external links, and more—then repurposes it for channels like LinkedIn or Medium.
Michael: Are you using your own agents in your growth marketing? What does that process look like?
Anirudh: Absolutely. We have agents for Twitter, LinkedIn, SEO—all signal-task agents for content creation. Right now, our agents do the heavy lifting, and then we apply a human-in-the-loop model before publishing to ensure the brand voice is intact.
Think of agents like driverless cars. With SaaS tools today, you tell the system where you want to go, and it gets you there. With agents, you just say, “I want to get home,” and it figures everything out autonomously. That’s the future.
We follow a framework I call "A + A’ = 1," where A is AI and A’ is human. You need both. The AI can do 90% of the work—writing, formatting, branding—but the last 10% requires human judgment and creativity.
Michael: The quality aspect is huge—especially maintaining authenticity and human empathy. How do you ensure the brand voice stays consistent?
Anirudh: That’s where the human editor still matters. AI can replicate tone to an extent—you can train it with previous content, brand colors, visual styles—but it’s still not perfect. For now, we maintain a human layer to keep things personal.
Our content person writes 25 articles a month, handles our newsletter, social, PR—it’s a massive output made possible by AI. But the final polish always comes from a person.
Michael: How are you measuring success across all this content?
Anirudh: We’re very KPI-driven. Our main revenue goals tie back to marketing qualified leads (MQLs). We’re a 45-person team with four in sales and ten in marketing. Most of our leads—about 37% come from SEO, 25% from brand (mainly LinkedIn), and 2-3% directly from LinkedIn.
We also track lead-to-customer conversion rates. Around 25% of our MQLs are considered qualified, and we convert 5% of those into customers. We monitor content performance through tools like SEMrush and Google Analytics, though we haven’t automated that feedback loop with agents yet. That might be next.
Michael: We’re thinking a lot about how to integrate agents into SEO and CRO workflows. Any thoughts on white space opportunities?
Anirudh: Yes! There’s a gap in creating backlink-style blogs with crisp formatting, visuals, and tables. No tools do that exceptionally well yet. You could create an agent for that and sell it as a service or subscription. There’s also a huge opportunity in programmatic SEO—generating 1,000 landing pages for under $1,000, then layering on a quality control agent to ensure they won’t get flagged.
Michael: Final question: who do you recommend following for AI and growth marketing insights?
Anirudh: I listen to "20VC" and "20Growth" by Harry Stebbings. The interviews with top growth leaders are gold. On LinkedIn, I follow folks from Hugging Face, Claude, Snowflake, and of course, the giants like Satya Nadella. Also, our founder Siva shares great technical content.
Michael Ter Mors: Love it. Thanks so much, Ani. This was incredibly insightful.
Anirudh Narayan: Thanks for having me!
This conversation with Ani offered a powerful glimpse into the future of agent-powered marketing and what it really means to scale with AI. Stay tuned for more interviews in the Conifr SaaS Interview Series where we uncover the real strategies shaping tomorrow’s SaaS growth.
Michael is a Partner at Conifr and oversees operations. Michael has been in web development, digital marketing, and analytics for nearly two decades, with experience running agencies and leading in-house marketing teams. He has led integrated digital marketing teams for both paid search and SEO across household name brands, such as Norwegian Cruise Line and 1-800-Pack-Rat. Michael specializes in strategy, business development, and analytics. Before Conifr, Michael was the Chief Marketing Officer at a sustainability focused online gaming startup.
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