AI Copilot Lifecycle Marketing Teardown

The Trigger

Last September, I came across CoVet’s job post for an Email Lifecycle Marketing Manager. It got me curious, so I dug in.

If you’re hiring for lifecycle, you’re either fixing the retention/engagement or pouring fuel on a working loop. I wanted to see which. So I followed all the breadcrumbs from the job post to the product.

CoVet - Quick Company Snapshot

CoVet is a veterinary AI copilot and scribe that automates SOAP notes, transcribes consultations, and streamlines client communication to save vets ~2+ hours/day and reduce admin burden.

Revenue model: a tiered subscription targeting individual clinicians, support staff, and clinics.

Funding: Announced growth funding from Off Leash Capital 

ICP

• Multi-location groups: primarily driven by an outbound partnerships motion bringing in associations, communities and other key players in the veterinary value chain. 
• Mid-Size clinics: I could say it’s more of a mix of marketing-led and customer-led (or user-led). Some of their power users, locum vets, might be driving the adoption in different clinics.

Value prop

• For mid-size clinics: Help reduce administrative work; they quantify the outcome as saving “2+ hours per day”.
• For multi-location: diagnosis process improvement; not sure if that’s a thing but what I read is that the scalability and data integration support the management of the clinics' operations.

GTM Snapshot

Acquisition 

• Website traffic is driven by brand and login searches; some interesting opportunities via 3p integrations (Avimark)
• Subtle paid ads on Meta and LinkedIn; mostly brand awareness
• Conversion Path: 14-day trial and 1:1 demo

Outbound: Trade show events and founder-led plays.

Day 0 to Engagement:

• 14-step account creation flow
• 15-email welcome series
• There’s also a mobile app (I didn’t try)

Teardown

Let’s recap. An AI copilot that helps vets “ save 2+ hours per day”. 

Where’s the friction? Failing to show how to get back that time.

We could debate around different topics like after how long using the tool can I see that 2 hours back? What specific features are doing the time saving? 

Let’s focus on the fact that the company is hiring an Email Lifecycle Marketing Manager to focus on conversion and win-back efforts.

So first step is we want to make sure that the first-party data captured from day one is actionable. This will enable creating user cohorts and help piece together the actions driving the activation metric that would be the time to first value, and we want to shorten that.

Account Creation Flow

This is what it looks like today

1. Sign-up Form
2. Welcome Screen ‘please answer a few short questions’
   1. Select the default language
   2. Which role describes you best
   3. Customize how your name appears
   4. Practice name
   5. Select your type of patients (lol)
   6. Select area of practice you have special interest in
   7. Choose between lbs and kgs, and C or F
   8. Want to use abbreviations on medical records
   9. Would you like CoVet to automatically fill in certain information for you?
   10. How much detail do you want in your medical records?
   11. Walkthrough video
   12. Thank you for choosing CoVet

Email Sequence

Account Exec sequence

Co-Founder sequence

Product sequence

Mini Pilot

What I would do differently. 

Before sending another email or adding another channel, let’s ask: are we building a system that guides our users from setup to engagement? What are the inputs and the outputs?

Number 1. An overhaul of the account creation flow.

Yep, this requires the product team to rework, but if we aim to have the right data that can help understand user behavior and engagement/retention by cohorts, it’s worth it.

1. Sign-up Form
2. Welcome and Post Sign-up Survey “what problem are you looking to solve?’
3. Enter the name and zip code of your clinic.

Actions you can do with these two steps

1. AI-enrich the profile clinic; if it’s part of a multi-location, you notify the AE to trigger an account-based playbook.
2. Create a welcome journey around the selected problem and the actions that will get them to the promised 2hours/day back.

Plus, you saved them time by eliminating many steps that don’t add value.

Summary

Number 2. Show the critical path to save 2 hours a day.

The current sequence has three senders: the AE, the Co-Founder, and the Product.

The main theme is feature education with a focus on 1:1 demo booking.

Let’s not forget that we're a vet trying out a new tool with scarce time and a packed schedule, all while evaluating it within 14 days.

What’s Missing

No Clear Proof of the “2 Hours Saved” Claim

User’s question: “How exactly does this save me 2 hours a day?”

No "Busy Vet" Quick Start Path

User’s question: “I don’t have time to explore everything. What should I do first?”

Actions that could help

Sample Email

Subject: “Can I save you 21 minutes on your next consult?”

Message: “Connect CoVet to Avimark → hit ‘Record’ on your next consult. 

Connecting Inputs with Ouputs

The biggest challenge for this role is to quickly take the user to first value experienced and doing so in a multi-channel approach.

The current system seems to ‘guide’ the user from the sign-up, the account creation flow, and then convert in the email sequence in a demo. 

Might as well remove the trial and leave demo only 

The pitfall I see is treating the 14-day trial as funnel, instead of as an opportunity to deliver value right away and set the stage for multi-feature engagement. 

My hypothesis is if you are signup for an AI scribe you that helps you with note taking, connect with a calendar an start from there. See all AI note takers like fireflies ai.

I might be wrong. It’s unclear if the integration is a plug and play or needs an API, but could be easier to get that stickiness if you connect it for your next consultation.

We’ve already saw Avimark ranking as top queries driving organic traffic. 

Some actions to remove the guessing during the activation process

A play for the multi-group ICP

Mid-trial, pull the enriched clinic profile, make an outbound call to the clinic for check-in, and offer tailored support.

Open question

The whole AI copilot value prop is based on recording the consultation and letting the tool do the transcript and format it into the process template.

That raises a few practical questions:

• Who’s the recorder? The person who signed up or a tech on the team?

• Are they equipped? Do they have a device in the room and know they’re in a trial?

• What does success look like for the secondary user? A usable SOAP note in <24h? Two recorded consults by Day 3?

• Does “AI scribe” reduce stress or add it? If setup feels heavy, adoption stalls.

And that’s it for now. 

This teardown is part of my Reverse Hired series, unsolicited but meant to be useful. How would you approach this?