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the number one question i'm getting asked by founders and marketers is will the size of every marketing team and every company shrink right our marketing team is gonna get smaller because of ai on this episode i give you my thoughts on what i think the future marketing the team looks like because of ai and break it down into three core things that i think will change on every marketing team so if you want to know how to think about your marketing team in the future or to think about your marketing career in future this is the episode for you the number one question i'm getting asked is our mark teams going to shrink in the future because of ai now i think that's not specific to just marketers every team is wondering the same question if ai is going to do more and more work our teams going to get smaller if you want to check out how people feel about this you can go over to reddit hang out in the marketing forum and it's a tough time for marketers they're thinking jobs are decreasing teams are gonna get smaller how should i think about this is a marketing career even worth it is ai just going to do the job well let me give you kind of three core takeaways for how i think mark will evolve in the future and what a marketing team will even look like now number one marketing is a very unique function because it is a team of teams and let me be more specific about that marketing is made up of all of these specialists right you have specialists in product marketing you have specialists in brand you have creative specialists you have demand gen specialists performance marketers specialist specialists you have all of these different teams and they have specific knowledge on how to do their specific part of marketing now you compare that to other teams like sales sales kind of have a more unified kind of format right they have sdr str and bd and account executives but they're all kinda selling it's a very similar skill set whereas in marketing a brand marketer kinda knows what they know but they may not be very good at performance marketer you might get it a performance marketer who's not really great at product marketing and you might get our product marketer who can't really do brand and so you have all of these collections of different specialists who kinda know their own piece of marketing and it's a really important piece whereas and sell you can sell if you can sell right in customer success you can kind of increase the usage of customers or you can in customer support you can answer tickets or you can't so i wanna do three takes here or three kind of core parts to how marketing will evolve in the future because of ai number one we're gonna start to see a g gratification from specialists to generalist right i think that is the thing we're going to see in marketing where i think marketing is going to become more and more so can you just do the craft of marketing and powered by ai and it allows you to do more of these roles it's not gonna be so specialist i think there is gonna be specialization that i'm gonna talk about but it's gonna be a lot less specialized than it is today i don't think you're gonna need a collection of different specialists for every different piece of marketing and that actually makes marketing kinda challenge because it's really hard to kinda grow that team because you're constantly having to look for these people with very unique and specific domain expertise so that's really number one i think we're gonna start to see a move from specialization to general specialization we really understand the craft of marketing and you have ai to help you do much more marketing than you were able to do in the future you're able to cover off lots of each different roles because you just understand the core nuts simple bolts to marketing in the core craft of marketing and you can do it all with ai so number one we're gonna go with more general we're gonna see this move from specialization to general specialization that's number one in the future of marketing team number two i'm gonna show a quick graphic for this this is the the core trend then if there's going to be this move to general well does that mean one person can do all the rules i think it breaks down via this kind graphic where you have people who have to operate at the kind of polar opposites of what we used to say about marketing and what do we always say about marketing martin is art and science marketing is art and science it's creative performance marketing and i think what's going to happen is the best marketing teams are gonna have people at the edges of each of those things so they're gonna have to be incredibly creative to make sure that their market stands out above the noise because what's happened because of ai well there's just been this thing called ai sludge which means there's more and more and more stuff being created a lot of it not very good but it's all going down the same stream it's all going down the same channels i know by the way these channels are becoming less and less impactful because they're just crammed full of more and more ai generated content through your social feeds through google search we're seeing more and more of that traffic go towards ai reviews and into the ai assistance and so what we're seeing is less places to distribute our content and less places to distribute our marketing and much more of it and so you have to be really really great storyteller a great creative create things that really are just full of taste and can stand above all of this sludge and can elevate you above the noise and to do that i don't think good enough is going to be good enough anymore you really have to be at the outer edges of creative and really hone your skills there real quick if you're a marketer who wants to survive in an ai world we've got the ultimate toolkit for you we've got a list of twenty prompts that you can use to create high quality content across any channel these prompts are tried and true from a founder who runs their entire business solely on ai get it right now scan the qr code or click the link in description now let's get back to the show and on the opposite end i think we become engineer led and you have people who think in that way and they're again at the outer edges of how they do that which means they are very very good because they're gonna figure out how to integrate ai across all of the things marketing and do inclusive of my customer journey let me give you a couple of examples but this is really how marketing is gonna work in the future you have your incredibly creative people and then you're incredibly engineer led people and what they do i watched the video just before i came on from one of our team one of the things that they figured out is how to actually scale personalized videos from sales reps in really interest in ways they actually personalize the video to things that that person has done on your website they're able to ingest the data personalized the video in real time have a personalized landing page and actually present something from the salesperson talking to that exact prospect now that's an example of a engineer led use case where someone has really figured out how to integrate ai build this incredible system to do something at scale they're gonna figure out how to turn your website into your best salesperson via multi mobile agents multi mobile agents means that you can go to a website conversation when an agent share your screen with the agent then an agent could be your first salesperson they're gonna figure out how to integrate personalization across all of your email we've done that we've seen increases of up to five hundred percent and conversion rates right you're gonna have these incredibly engineer led people to figure out how to instrument ai across your customer journey and across all of these kinda human led tasks and that we do but we're gonna do them in the future via ai enable so i think you marketing is still going to be i like to call it more creative and engineer led versus art and science but i think ai is in the middle so ai is powering a lot of this which means that the human can spend more time on the craft of marketing and they can spend more time on the craft on the creative side and i think those was creative folks can do many more rules they can do brand and product marketing and all of the rules that require you to do incredible storytelling to bring your brand to life to bring your product to life they can do incredible creative via these ai tools video audio imagery so i think you'll have generalist who exist in the creative bucket and again they're powered by ai ai is in the middle power all of this stuff and then you'll have your engineer let folks and your engineer life folks are really the people who can instrument the customer journey the go to market for the customer bring it to life in a very contextual and personalized way but can also figure out how to do these ai scale task like the example i give you where we're able to scale personalized videos on behalf of the sales team that's how i think marketing teams go from specialization to general personalization and then when they go to general there's two core buckets it's gonna be the folks who are incredibly creative powered by ai can do much more the people who are very engineer led powered by ai can do much more and i think the unicorns gonna be people who can do both right you can do creative but you're an engineer very technical person well kudos to you this is gonna be a great time to build a marketing in career and then the third thing is to end on a really optimistic note i think there's gonna be a ton more companies and so maybe marketing teams shrink but there's a ton of more market roles because guess what really matters in the era of lots and lots of software because ai is going to help people build more amazing software more amazing tools it's gonna really help democrat how you can bring things to life because you have a lot of ai code and assistance and these kind of different ai tools that helped you really build software well what's going to really happen there is all of these new tools are going to need marketers to help market those products and i do think there's gonna be real importance on marketing because you're gonna have to be really really good to break through all of the noise and competition so i think actually marketing elevate becomes even more important than it is today because every space gets more and more crowded and so really that's how i think marketing is going to evolve and that you're going to go from a lot of specialists today to jen as powered by ai and they're gonna break into two core buckets where you have people who are incredibly creative very great storyteller able to bring things to life through text and video and imagery they're gonna be powered by ai so they can really spend a lot of time when the craft and figure out how they can find the leverage to break through all that noise all that noise you see linkedin all the noise you see an x all the noise you see across all of your social feeds what do you actually notice there you notice that things that are really really remarkable and speak to you as a customer then you're gonna have the people who are incredibly engineer led really great at build in things at scale really build great at build in the contextual and personalized customer journey for your prospects and your customers and they're gonna be able to do much more because they're powered by ai and then we're going to have more probably will have smaller marketing teams but more of them because marketing gets elevated it becomes more important because we get lots and lots more products lots more software and we probably get lots more niche products who actually market to all of these customers and maybe the size of marketing teams get smaller but actually the importance of marketing goes up there's some increase in opportunities and actually smaller marketing teams can be more fun at times is because you can just really practice the craft so maybe we actually all end up practice in the craft more and more as ai takes up a lot of the more mundane work that we used to have to do so that's my take on the future of marketing teams in the ai era hopefully this is helpful if you one of those people thinking what should i do with my marketing team should my marketing team be smaller bigger is my marketing career are gonna be okay or you wanna get into marketing like how should i think about this that's how i'm currently thinking about it hope you enjoyed this episode of marketing green i will see you on the next episode

gp five has been out for just a week and it's getting very mixed reviews but one of the applications they told us it would be much better for is creative ryan and all of us marketers and people trying to grow our business but love to use ai to help us do more creative writing is gp five any good we are gonna put it through its paces on this show but i'm going to show you a unique trick to to turn gp five or any other ai assistant into a better riding tool for you all of that and more on this episode of martin against the grain okay so i'm in a hotel room this is what it looks like to record a episode on the road it has to happen sometimes but we still wanna come you with a really great episode and so i'm gonna put gb five through its creative paces is it really a good write in tool we're gonna figure out how good it is in comparison to the other ai assistance by giving it three creative write in tasks but to do it i'm going to show you a quick trick to make these tools much better at craft and content and now first of all let me go on a little rant ai is a great assistant it can help you do a lot of things it can help you do research it can help you do strategy can help you do data insights it can help you do kind of create a content now what i'm seeing is lots more people start to outsource their work to ai so what are they doing they are given ai a bunch of documentation or the given ai a bunch of articles or given ai content and they understand cool create some content out of this and then they copy and they paste and they put the content live and guess what it looks like ai content it reads like ai content and everyone knows its ai content and it is just a bunch of words a lot of the times and they are kind of outsourcing their actual work to ai that is the lazy copy and paste market tier that is the lazy copy and paste knowledge worker think about it what is your role if that is how you're using ai get data put it into ai tell ai to do something with a paste output you are a data entry specialist you are not an important part of that workflow that is not how you use ai ai is an assistant you are the one that the skills is to turn the things that ai gives you into really great assets and so on this episode what we are gonna show is ai as a creative tool that can help you think of great ideas a great thought partner but you never outsource the actual content creation final content creation to ai that is is sure for our way to have pretty per results okay so let's get into this quick thing that not many people do to start with that you should do if you want to use ai to create content for your audience so let's say i have an audience which is v marketing this is like too specific but just as as an example vp marketing and mid market b b saas and so what do we have here okay well what we have is a description of that audience so if you're were looking along with youtube which you should be it show us much better in youtube but if you're in rs and you can't make the youtube what i'm showing here is a pretty thorough description of that audience it tells you but the core truth about this audience this audience is perpetually defensive they are smart marketers trapped in a constant cycle of proven their words to skeptical executives who see mark under the call center darn this is close to the bone pretty rice can you help me survive my next board meeting is something they think about their data obsessed but data overwhelmed oh boy this is so good what drives their engagement we care about this because we wanna create content that drives their engagement right people do not think about this you need to have a content ic to create great content via ai what drives their engagement fear based motivation time scarcity pure validation addiction and it basically talks exactly how you bring these things to life what is their content consumption mindset they approach every piece of content with ruthless efficiency they do scan them for immediate application yes very very important this is actually really really true a lot of marketing leaders wanna look smart and forward things to their ceo to say i thought you might find this interesting they're skeptical by default they have psychological triggers urgency around credibility fo ranked competitive advantage professional survival never been has a more accurate description of market right now how they actually make decisions they don't buy features they buy ammunition for internal plug of the battles every tool evaluation is really asking and will this help me defend my budget it's too accurate it's too accurate content that breaks through winners losers right gives you the loose and then it gives you the deep truth about this audience bottom line they don't want marketing content they want executive ammunition disguise as mark insights brilliant so this is a credible description of an audience that we wanna create content form and i wanna show you how we can use this for gb five but how did i end up here you know one of those movies how did we end up here well this is how we ended up here we basically did a couple of cool things as you learn how to do the cool things on marketing against the grain we created a content ic and so what we did is we first start with the internal data and now your new company this is new to whatever it may be that's fine we're gonna do internal data and then we're gonna pair that with external data if you don't have internal data you can just use external data the internal stuff is actually really simplistic we're not creating an ic and ic is an ideal customer profile who we are selling our products and services too what we are creating here is a content ic who are we trying to create content for it's very important distinction so what this here is gonna do is search for internal data and it does that through customer interviews win loss notes through crm records any kind of content performance you have any kind of email campaigns now i cannot build the prompt that's gonna be applicable to all of you but i'm showing this for illustrative purposes because the data you have internally may be different from the data i have internally main thing is if you can get customer call transcripts one lost notes if you do sales yeah from your crm records and then basically any kind of content performance reports and put them in your google drive and what this will extract is customer language which is really important we wanna make sure that's in our content ic how do they describe things and then we go into kinda content performance right what worked what didn't work what helped influence our purchasing so examples for hubspot is in our customer transcripts we can actually see people referencing in ai chat specifically as a reason they came to hubspot by hubspot because chat gb recommended it that's something we would wanna know if we're korean content to attract that buyer towards hubspot we go through basic persona info right their job title company size all of those kind of things and so we i put it into this which is their main challenges why they buy language notes content insights data assessment recommendations so this recommendation i think is really good what i put here this data assessment recommendation you can choose to have this or not to have it is if you're running this it gives you a confidence level of how accurate this ic would be based upon how much internal data you actually had based upon basically how much internal data did it find to craft this content ic for you and so what it will do is if it's not that confident that this is accurate because couldn't find a lot of stuff it will say it's very low right limited internal data you should rely more heavily in the external research medium is find some stuff but still get the external data for research or for for validation and then hi find a lot of good internal data so let us run this and then we are going to pair this with external data okay so here's an example you know it goes through and finds a bunch of things i'm not gonna spend too much time on because it purposely won't find a lot of things because i'm not trying to run them against a lot of internal hubspot data but you can see it's i put in in the way that we wanted here it's a pretty good internal data and so here the data assessment like it found good things here so it has medium good foundation from interview templates and some actual customer interviews gives you the data sources what you want and then a recommendation usable insights but external research validation and then it talks about the things that it needs so you could basically take this and craft an external prompt to get the rest of the external data we're not gonna do that we're gonna take this output and there we are going to use one of my new favorite tools per complexity so what we're doing here is we will make sure we include these because it's hard to see this but we give per complexity the persona we've created from that internal data and then we ask it to start to pair it with external data so we ask it to do content consumption habits their content preferences and format here headlines and hooks that work message and language guy topics and angles trust credibility markers content structure ravens inside examples so we do this whole thing to try to get external data and will you end up with because here's a trick right you're not going to just copy and paste we never just copy and paste we wanna get a bunch of things here which we do it does an incredible job actually it goes through here has like a good tl of your content persona then it will go through their consumption habits it has like a lot of resources for these it has their preferences what kind of content they like this is actually really good if you're creating an entire content strategy we're gonna condense this down into just the thing that i showed you which was an audience description headlines and hooks that work message and language guide topics and angles trust credibility markers so this is pretty good right who do they trust hey dave fend of the shows in there kyle lacey lacy why the hell am i in there today i love you but now you've kind of i should be in here right we all agree with that content structure write and style examples it always does like some pretty cool dashboards shows you their dashboard inside b b content preference this is great true i'm more and more people are gravitate or short from video actually ebooks right down the bottom white papers really people sold we don't white papers i don't know about that what else blogs blogs are still popular okay and so what we've done is taken all of that and we started to work with per complexity to really summarize it that's how we came up with this so we don't want the entire content strategy what i really worked on is like tell me about this audience content preferences that's the thing i truly care and we ended up with this and so the takeaway here is you have the ability to take the internal data and craft skeleton version of your ideal customer profile in terms of their content preferences and the kind of right and style the work for them and then you pair that with complexity to layer on the external research and then you work with complexity to condense that all down to this pretty great description of your audience and so why do we do this well for chat what we do is we say okay we copy and paste this and then we say to chat store this audience description in vp marketers so this is my audience right anytime i wanna craft content for this audience i just throw us our description in memory show you how this works give me the description of vp p awesome now we take our creative writing tests to see how good chat e is and we can even start a new chat because memories across chats and then we say so we're gonna generate some headlines so product is pretty easy when we do help hubspot crm and for in this case what people don't do we're gonna give with the vp of mark as our audience because now we have that stored now you can have multiple audience stored right this is how good this is and so what's gonna do is create ten headline hooks for your product for this ic now these are creative run tests it's just gonna use a different device for each right it's gonna do contrast curiosity gap meta metaphors you'll see what it does here it's pretty good and it says no buzz words it's always put no buzz words i cannot emphasize this enough they amount people who copy and paste ai and just allowed to have lots of buzz words you don't do that alright so here's ten that it's created for vp of marketing right and so what's it got to report your cfo wishes you read remember the vp of marketing really cares about proven their worth turn your marketing chaos into a single source of truth seven boardroom question you'll answer sixty minutes what did we say in the audience subscription the marketer really cared about what their board thought about mini story last quarter a vp kept their budget thanks to this what did we say in this story in the audience description they wanna protect their budget here's one for paradox grow faster by tracking fewer metrics that's a pretty great one taboo stop fake roi start showing it that's a pretty great one here's one for villain your spreadsheet is quietly killing your pipeline social proof out have forty three percent of more female proved that worth this year future cast again board meeting the next board meeting you walk in holding the win again remember for this audience that was a big thing that was important to them so this is how you start to get it really exact for your audience and what we put here is a very simple thing right no buzz words that how much better it is when it doesn't do like buzz word lingo let's do another one this one is pretty cool we're going to explain growing revenue with less metrics to our ic which is vp of marketing use an analogy from a surprise but fit and domain you choose this is for the ai your domain must be unrelated to marketing business yet to make the concept feel more tangible and memorable so again this is a really cool creative writing task so let's see what it comes up with here we call this the cross domain analogy test so growing revenue with few metrics is right running the michelin star kitchen with a trend down menu instead of offering fifty dishes you focus on eat each perfect through taste time and presentation the chef isn't checking a dozen timers or juggling endless recipes are listening to the sizzle in the pan smelling in the butter breath which they want this smith this is actually pretty good in terms of writing and it's don't know it's very good like market and piece of text clarity frees the team to execute flawlessly blah blah blah cta stop counting every number perfect the fear that feed your growth that's pretty good so this is like a fun one fine dining but again you can see it's crafted for that audience let's try this one which is one of my favorite this is going to actually create an ad using v three and eight second clip so i'm actually pretty excited to use this one so basically what it does is for hubspot crm we're going to put in again our audience because that helps us to make this more tailored to them and then it's basically going to start to create an ad for them it's a fifty two second ad because we're using v three it's gonna break it into your seven second sequential clips and it basically talks about it being paranoid to pragmatic to playful and then each clip should have a visually memorable hook and it'd be a self contained enough to stand if seen out of context right so basically let's see how good it is at k in this fifty two second ad so it's given the variable but it has definitely tailored it for this audience how hubspot turns your marketing chaos into boardroom because again the board really love knows that the markers care out the boardroom proof revenue clarity so why this works for va period marketing and gets their pain they're adrenaline and fragmented metrics under constant pressure to justify budget again where did we get all this from the audience walk to any board meeting with ind proof of marketing revenue impact what's unique advantage and it talks about hubspot unique advantage so let's see the ad here okay clip one is our para night clip there's a visual dim led office at vp scrolling through twelve different dashboards at one am i da and i will build this ad and i will do it for the next episode because i'm doing a view of three episode your board meeting is in six hours while they've really picked up in the board which number will you trust paranoid overhead shot of sticky notes spreadsheets and tangled wires bro across a desk every tool is something different and the save of those are already suspicious okay this is pretty good this is true visual programmatic calm moon and light one clean hubspot dashboard load and instantly on a screen what if every deal every dollar lined up perfectly pragmatic side by side messy spreadsheet versus hubspot clean attribution report hotspot hubspot connects your data so the story writes itself accurate and undeniable playful the vp is stride and into the boardroom drop in a single printed report in the table one number all eyes and you all smiles from the cfo playful close up of champagne cork pop slow motion you didn't just survive the meeting you owned it okay it's a little cheesy at the end i think i would make the playful and much more playful but for a first version i think this is pretty good i do think gp five is doing good creative work here gets you a first version that you could really iterate on and so i do like that and so i will work on this and i will show a clip but again the core takeaway here is to show how good this is with the audience part so this is three use cases i think gp five is much more of a creative writer a model can you copy and paste what it gives you and put it out there no but the main takeaway here is always make sure you load your audience variable into whatever content you're creating and so whatever you're creating content with ai you wanna give it the audience that you've crafted whether you're using these tactics that i've given you or you just have one already you have like a description loaded into memory and then every time you wanna create content for different audiences reference that audience and the content would be much more tailored for them you saw it in every single result works really well that's how you go and turn ai into a better content creative assistant see you on the next show

on today's show we are gonna break down how you avoid the ai content slot we're gonna show you how really great ai content is made we've got a leading expert darius lam from next joining us today let's get right into today's show okay we are joined by darius lam who is the sci founder of ne in ai content marketing system and he is gonna take us through how he has figured out to turn ai into a great content creator something i know every marketer and listener of the show truly cares about darius welcome to marketing guess great thanks kieran i thought we could start with like we wanna get into you have a really cool tool to create ai ads for cp brands and there's a bunch of things you're gonna show our audience i do think we should start with one topic we were discussing in off mike because i think it would be interested to our audience which is should your content plan today be a content plan to make your content imperfect and so we were discussing like hey we can no longer use m dashes in our text based content because that is a notorious pattern that l create and i was talking about the fact that i am like a gram power user because i cannot spell or have very good grammar but actually maybe those things make me more human and still i wonder if l can cause us to kinda go back to creating an imperfect content i'd like i wonder what your thoughts are as a person creating a content ai tool platform in this space yeah this is a really funny question because we have found that the best ways to reach our customers has been to go more direct be more authentic and to use a lot of writing tools less yeah fred so we might use these ai tools for idea radiation we might use them to help us write drafts but the actual end result has to be written by us and you know as you mentioned there's this really funny phenomenon where i used to love to use m dash yeah i still use it a lot in my like journal and stuff but these days you know i replaced those with like a double dash you know or replace it with with something else right there's some other so it it's just really funny how ai has kind of changed the way that we create content not just on the idea idea ideological side but also like to make it a little worse in a lot of ways right the problem with ai is it takes patterns that people have figured out that work and then just make them really easy replicated to the world i was doing a funny post earlier on like that everyone's linkedin feeds more gonna be filled with chat to be five high post when you're on x there's like this one that always works that i just like don't i i'm so sick of cn i'm sure kip is on ac cs which is like this guy literally shows you how to build an entire ai agent business and then it's like a ai generated one pager and you know ninety nine percent of people know excel but they're all using it wrong i just like you see these patterns old at the time and i think at some point just like as we're gonna start to tune out patterns that ai is creating an on mass and so you're gonna have to be forced to be more original than ever and i agree like i think one of the funny things is people are gonna talk about hey ai is disrupted ninety percent of old professions and i'm like it also took my m dash don't forget about the end dashes that's a you know it's a tough loss it's created the biggest arbitrage if you're like a counter culture marketer if you're just willing to do crazy like yeah you could go and just make a billboard with a bunch of typos right about it not being ai and it will blow up the internet that's our team for congrats that's a good one well it definitely work we should go do it right tomorrow could do that this is the double problem with ai kit right which is once you made something that works and goes viral now using ai everybody else is gonna copy it right and and the cost of copying is basically going to zero it's like a hamster on a hamster wheel who was like hep up on amp methamphetamine like if you can capitalize on this you know add idea right and make it like your own then obviously that's awesome for you as a brand yeah because now you're in of one right everybody's is following you i think that's gonna be cool yeah yeah i love that actually the ai causes originality to be more important in there and i do love the brand like you could imagine in san francisco kip you have a the board of like hub hubspot hubspot number one and just have a completely wrong not brought to you by ai that actually would work really well okay i do think we should get in darius to maybe give us some context like why ai content platform like why did you decide to do that that's a tricky space and then maybe give us a little bit of the story of the tool itself like what have you figured out what does it do so i mean maybe this is a great time for me to do a quick introduction to myself my brother and i you know were c cofounder founders we started next really to support cp g brands we saw that you know these brands are producing the goods that we are using every day right food to beverage to even like consumer staples but that every existing ai tool for these brands was failing them in two key ways the first is that none of the content when you talk about images and videos was actually product or brand consistent and that's like a huge deal and you know i can talk a little bit about some examples and i'm sure you know the listeners of this show will you know resonate with that and number two that we believe that this isn't gonna be solved with building like a wrapper around existing technologies so to speak right where there's a lot of folks in the space that are building these like agent workflows and things like that i think there's a ton of promise there but the real solutions have to be fundamentally technical solutions and so we spent a lot of time and effort for example to set up our own computing infrastructure overseas we've collected our own dataset set we've like built our own diffusion models at large scale to be able to help with these brands and i think the results you know you'll see will hopefully speak for themselves and you know a big part of that is like the process that we take to create this content where you can't just go to a chat box and say like hey create a lifestyle ad for my product right like that's not gonna cut it there has to be a process and our belief is that that process is you know a variant of this oo loop you know from the military right observe orient decide act and in the content space it's create distribute optimize so for us we're trying to build this tool that can help you do this whole process end to end but i think the most exciting part is the content piece and how we are able to get that correct most of the time you know i'm not saying yeah getting that you perfectly yet obviously there's a long way to go but we i think we're we're doing a little bit better you said something important there which is like we had to build some of our own models we built computer systems offshore we're not just a rapper like you're not just a interface wrapped around one of the models can you just talk a little bit about some of the hard things you had to build to get the product to be really good at the content you're gonna show us yeah and you know i think this is something that we could definitely talk about more at the end of the episode two and you know i'm excited to hear what you guys think to where the technology is going right obviously we know things are moving really quickly so like what is the future of content marketing especially in the face of this new technology but for us at next you know earlier in the year we showed the world this new model that we created called icon two it's an eight billion parameter diffusion model among the largest in the space it was able to outperform models like nvidia asana apple's airflow deep seeks janice pro on the gen eval benchmark we haven't really released it yet fully for public use due to some issues around you know generalized performance but we're definitely continuing to work on next generation versions of the model i think the biggest challenge right when you talk about like marketing and cp you get a lot of folks who are really great and knowledgeable about traditional marketing whether that be like tv whether that be social media meta ads instagram ads but sort of lack a lot of the technical sophistication to really build upon that and i think what we're really trying to do is to fuse cp expertise with novel innovations in ai so that we can bring these brands the best technology in the world and hopefully let them focus more on building great products selling those products to their customers and less time you know f with adobe express and f with like workflow tools to create content at scale and things like that basically let us do that work for you cool you wanna show us some of our audience some of the examples and then maybe we can r on the ability of ai to do content yeah absolutely alright so maybe i can tell this story as like okay what can existing tools do at the start right so as an example we basically took this bottle here which is a soap bottle and we put it through a standard workflow that you might see and read about online right which is like how do we use chat to create this kind of ad content at scale so this is an example of a result that we're able to get we got you know many more like it here's like the other one that we got here and you might think at a high level find your balance okay decent tagline but when you actually look at the product itself it's like so far away from the actual brands product that it becomes very difficult to run this kind of thing right like even something as simple as like the logo is wrong or here it says that this bottle is a hundred and forty one ounces which is like eight pounds right so this is like ten times you know larger it's saying than it is this is particularly a problem for cp g right because you can't falsely advertise your product and it's not just that this is like bad for you know the brand owners it's actually really bad for their customers it it has negative brand value so like this is pretty much the level of quality that you're gonna get if you are trying to sort of do this out of the box today right so we had put together you know a little workflow that allows us to get stuff that is a little bit higher in quality so you know this is an example of an image that we were able to put together i don't know if you can see this pop up here but this is like six thousand pixels by eleven thousand pixels so we are you know you could literally print this out and frame this on a wall if you wanted to we're able to get the logo correct the name correct of course and even all the way down to like the individual small pieces of text here at the bottom like it this here says like plus probiotics or something like that right and you know this level of fidelity is what brand owners expect of traditional photography so why shouldn't you know ai tools be able to get there too here's an example of something that actually didn't work out this could be interesting for us to continue to talk about here right which is we had put this together for a client and they had come back to us and said wait a minute darius take a look at this set of reads here in the center where you know this background read is merging in with the foreground read wait a minute like you know from a consumer angle like i would have looked at this and said okay this is basically indistinguishable from a real same but that detail matters wow right i'm being able to get that you know with the eighty percent ninety percent accuracy is i think going to be the difference between folks who are you know just trying out this kind of content on like a novelty basis versus true usage of the photographs for things like social content or ads so you know i think that this is something that is gonna be the future the quality of the content has to go up the accuracy of the content has to go up one last thing i'll add here is it's not just about the quality it's about whether or not the image itself resonates with the brand so in this image here you can see that like there are some sea urchin on the left and there's some fish on the right okay that is obviously relevant to soy sauce a brand selling soy sauce right and if you were to just kinda do this out of the box you know these generators aren't able to do that right and so that goes into the idea idea asian phase are the background colors matching your brand colors right like does the content align with what your brand is actually selling and to your customers and all of that and then obviously how do we produce this at scale real quick darius is giving you his ultimate ad framework with over twenty props so you can create the best ads at each stage in the ad creation process if you want it scan the qr code or click the link in the description now let's get back to the show so you had a framework because i wanna get into the the actual idea addition part so i think you had a framework yeah it's ida create distribute optimize yeah right that's like that four step cycle that we go through and so if you think about ai even for what you're doing like is the photo with the hard part or is the idea of the hard part i think the idea is the hard part and a lot of examples is ai idea radiation and creativity is not better than a skilled human maybe talk to us about like the idea deviation part like you talked about ed being applicable to the brand like in that picture there is that really a creative ad does that stand that in a sea of noise does it stuff people scrolling through ads i think that's actually a really hard like you've built a model your pictures look amazing i would love to go there i saw in the kip and just like print out some art and put it on my wall like rip off great artists like it's it's that level good right i can literally actually go them great art with your model and printed it i haven't put on my wall i probably would do that but the addiction part is just so hard with the eye because what it's basically looking at is train set and then coming up with like the average there are ways we can talk about that you can get more in the prompt you can definitely create a prompt that allows it to be much more creative and thoughtful but like what are your thoughts on it as a idea idea creative partner i agree with you karen entirely ai has a long way to go to replace human creativity when it comes to the idea what we have actually done is there's the real person a creative expert who's going in and and creating these prompts in these images so this isn't something that is like you literally put a prompt in a box and it just pops out right like there's real idea idea that goes behind here a little bit about that process right often what we do is we start with a mood board so we go when we look on like pinterest or instagram or other ad spy tools right to go and like figure out okay this is what competitors in the space are building this is what a good piece of like product content should look like we take that and then we use that to like on prompts so we never do one image at a time that one image that you see might be the result of fifty plus actual generations to be able to like go through different variations then you have to actually pick the one that you like and then edit it right so this is really getting down to like you know why is is so hard to do this out of the box today and why there's still a rule for i think you know the human element it's that if you were to try to just do one shot chat gp you're gonna get something that's like okay but not quite there you need to have that mood board and you need that idea deviation you need to test the variations you need to find one that works you need to edit that image you know you need to tune in the details all that to be able to get this to work as one final result that you can then post or run as an ad what i think interesting i think there are a couple things interesting about what we're talking about one throughout the history of marketing one of the core advantages have been do you have a really good creative process run by very good creative to get a great output and what we're essentially saying is like that is just as if not more important than ever in a world of ai there are a lot of people who maybe would have thought that that would have gotten less important and what we're actually saying is that's more important and the reason that's more important is because that's how you get like really deep creative density where the lighting is perfect the subtle brand attributes are perfect how it resonates with the target audience just comes through really clearly you can't do that without a rigorous process and really good creative i think what we're talking about is what ai allows us to do is to do that way faster mh and way cheaper because it's not like that read picture you showed a few minutes ago for folks watching on youtube for example right like before you would had to set up a professional photo shoot it would have been a month of planning you would have hired a really great director at photographer and you would have just done this for you know a full day of taking pictures and then went through and reviewed and edited the best ones now you can do that without all those logistics with all that lead time and that's really where the opportunity lies i think was that what you're saying a hundred percent and you know it it's significantly more than just the money cost obviously that's a big deal right like we're talking about going from five hundred to a thousand dollars of photo down to dollars per photo which is like just a massive collapse right in cost yeah but i think the flip side of what you're saying right is the timing and the opportunity cost improvement here we don't see that because the cost goes down you know that this like market is gonna shrink just the opposite because the cost is going down more brands than ever are going to be able to create higher quality content than ever at greater volume you know one thing that i'm sure you guys have seen is this proliferation of brands that run multiple social accounts i think duo does this super well with like duo f and and do it either lee and stuff like that right and we think that's the future right how can sized cp g brands run a dozen tiktok and instagram accounts where each piece of content needs to come out you know three times a week be targeted to that audience be high quality on brand that would have just been impossible you know a year ago and we think that we're getting into a future where that's gonna be really possible for these brands and everybody is gonna be able to do it and give them better access to their audiences question on that for both darius and kieran is like is it gonna be possible in a year or two to succeed in marketing especially things like social without just having ten times more content than a brand is producing today like can we talk about just the cost of content coming down the volume is likely gonna go up is that a good thing is that a bad thing our brand's is gonna get on that like big hamster wheel of just tons and tons of content isn't it only a good thing if you have the targeted options to get way more specific because a brand increase in volume if you're having to promote that through the same channel you don't have really good targeted options to like segment users into smaller audience so you can crowd content specifically for them then isn't it not just like instead of producing free posts i produce six posts but does that really matter like i think it's actually the target that really matters you can create bespoke content now for smaller groups of people i don't know what you think darius that's kinda how i think about it targeting obviously matters a lot let me see if i could provide a bit more of a you know out there perspective on this which is everything you said cure i agree with insofar is the media of today stays the same but as i'm sure you've seen with like google's genie and you know new technology that's out there what if the future of media is like virtual reality where everything is like generated or augmented reality where you're able to put pieces of content in front of people you know in widely different scenarios in that case the amount of content that a person actually consumes on a daily basis skyrocket mh and we are not yet there right when we went from like think about a tv to mobile right and that's like from like me watching you know cartoon two network on the tv to now like scrolling tiktok right like the density of content on tiktok has increased versus tv ten yeah and i think that we're not saturated future media could increase that density another ten x in that case require the technology like ai to be able to even keep up right and that could be a very interesting future you know not far from now like from working within this space and technology how far off do you think the models are to be a great creative partner in that the litmus test from me is you would have a creative idea from ai that is better than what the human could generate you know we're recording this on the thursday the seventh of august where gp five is maybe coming out in twenty minutes it's not maybe it's coming out in twenty minutes yeah it's coming in twenty minutes and so from my experience it's not as far off as we think if you know how to prompt i think there's ways to prompt that you can connect force the model to be much more creative then the average person will be able to do file like standard prompts but i'm curious like you have a human loop now because they're needed to do a lot of the creativity when do you think you do not potentially need that human the loop do you know i i would have a hard time telling you a date right but i think it's coming sooner rather than later yeah i think the key solution is what they call in context learning so obviously you know the problem with these models is that they tend to reg progress to the mean so if you just use it out of the box they give you very mean looking outputs so the solution traditionally has been to then fine tune a model based off of your use case right i think that for a lot of creative tasks that set of outputs is actually quite narrow and can be determined if conditioned on sufficient past information for example if you are a brand that's been running for three years you have three years worth of post already including data on posts that have done well versus not well so the future is probably going to be you can put all of that past knowledge into the model and let the model then learn in an in context fashion from that data to be able to generate new content that is similar to your content in your style but that's a problem i have with ais as it works to date and that's one of the things i was getting at with creative assets i think there's a couple of problems with creative assets versus other types of ai creative assets are so hard to distinguish why something works and why it doesn't work yes it's like i could put out a post and spend a minute on it and it gets like hundreds and hundreds of likes and then i put out something i really craft and spend time on that gets like three likes right it's kinda hard to like figure out why something works all of the time especially in like visuals and creative tasks where like in coding you built the app or you didn't build the app right logic science or these things they're somewhat binary that you can kinda show the model the right or the wrong whereas in like a lot of these creative assets it's a lot of like interpretation and taste whereas to your point so the way you can get around that is like well i can train the model on the good and the bad i can say we have three years worth of data all of these creative assets and these ones work well and these ones did not work well but the limitation of ai is it's just gonna give you a bunch of things that are similar to the things that work well whereas what a human can do is think of something completely different when does ai make bat leap right like because of this success i make a completely tangent gentle like leap somewhere else versus just like here's more of the same things but quite similar to what you've done in the past so we are working on this problem and i i'd actually appreciate your guys thoughts on this to see whether you think this is the right approach there is this technique called reinforcement learning right yeah they use it to train models to be good at coding because coding is an easily verifiable domain where you can have the model generate code run the code and see whether it's right or wrong exactly so what is the verifiable domain for creative i would argue it is cpm conversion rate right like that is a measurable you know know data point that is already being collected today that provides very high signal and that is non stationary right which is that it adapts to the world around you so the real holy grail here is imagine a model that is capable that is basically now hands free right that you know you might not even know why it's generating this piece of content but maybe one day it generates like yeti content why because it finds that yeti content gets the lowest cost per mile because it's really hyped up on tiktok you know that week and then the next week there's another trend that's coming out and it just adapts right today that would be a person sitting there scrolling their feeds maybe having some monitoring tools to figure out what's hot you know we've worked on pieces of content for our clients that involve like some trendy things like you know the glass asmr on tiktok the yeti trends you know all kinds of these things they get a lot of you a lot of engagement but the future is a system that can do that on its own and the only way to do that is to have some kind of verifiable domain for creative assets and we think that there is already a potential ver fire out there it's a global verifiable in the form of you know the market yep a couple things on that i think if you use cpm or conversion rates to like do that you're going to get a what a pretty standard deviation from the mean right like those conversion rates in those costs are normally pretty packed in regardless if it's speed b cc g whatever they're normally packed in in the given market pretty close and tight together and so you'll get like a standard deviation that's great you won't get the sydney sweeney american eagle app this is what i'm getting at and this is what kieran pushing at my point right you know it occurs me in this conversation we're having i think it's helpful it's like one of the negative things we've talked about with artificial intelligence over the last two years and karen i think you have said it about a hundred times in the show is hallucinations and the reliability of ai to get consistent out but the reality is when it comes to creative work we want good hallucinations yes we you wanna nation really far outlining things that are smart and based on human behavior and so i guess the push i would make if i were dedicating some amount of my time to solve this problem i don't think i would solve for metrics i would try to solve for the cycle of human behavior like the nostalgia loops the things that are gonna come back in the because all these things happen now people are run into the opposite of these things like those are the things that makes marketing magic yeah not the metrics and and which sounds funny as somebody who use obsessed with metrics this whole life but like i've learned that the other path is the better path i don't know what you guys think yeah you know i guess omni calm and public are still gonna be in business in five years yeah right you know that that they're the ones who can manage the sydney sweeney type of engagements obviously there's a big part of that which is that it's like culturally relevant so there's a whole another discussion to be had around how do you like put likeness and people in these images yeah right you know we have tried to avoid putting people in our content so far we think that there's a lot of opportunity here around like you know how do we make sure that every person in the image is like based on a real person and has their sign off you know otherwise you get a a very dystopian world very quickly where it's like these randomly generated people who have no connection to reality you know trying to sell you something right so i think that you're exactly correct kit where there has to be some tie in to like culture and that is probably going to be done through a system that can assist the human but not replace entirely by the ai yeah i i think maybe to tie this episode it up but it all it comes all the way back to where we started which is originality and you know ai for the most part is taking a bunch of these things and predict what the next thing should be because of that data whereas i think what humans can do is do the unpredictable you know and i think the best and i'm not saying the average company does not need to do this to like your point the average company actually does need you to plug in a bunch of data and then for their audience like figure out good advertisements that will work but i think at some point i wonder when ai can do the unpredictable like create an ad that stands out because it's so different from what exists it basically starts a new timeline right you have a successful ad and then you have maybe two years of variations of that ad that's like wow that thing worked and everyone tries to create different variations of it for their work and then someone comes out with something that creates a whole new timeline of ads because that ad is so original and unpredictable from what came in the past and that to me is like true originality and and creativity and think until it's not reliant on the existing training set and can actually like think about things that are unpredictable and potentially net you that creativity and originality part is gonna be hard to like figure out very much so the counter point i would say here though is that the vast majority of content is not that kind agree original guy right it's five percent maybe five percent the top five percent i agree and so i do think that there's gonna be this split where on the one side the you know highly creative trail breaking content we absolutely have a place for the poets and place so to speak yeah and this technology will also be used very heavily for the future no i totally agree i think originality is a very small part of what exists in the content space for a reason because it's really hard to be original and i think you can do a lot of good and drive a lot of results by just doing debtor i think that's totally true like better versions of what exists variations of what exist yeah awesome this was a really really cool show great show da i think for people who wanna check out your company and brand do you wanna just give them where to go and follow you follow the company yeah i'm on linkedin you can just look me up darius lam on linkedin we're also at next cp g dot com cool

alright everybody i just came off an hour long live stream of gp five the latest and greatest in the world of ai models now going to be likely the most height of the ai models and as somebody who's been a cmo for over a decade is deep into marketing and sales and had a grow a business i wanted to break down for you what i thought the highlights and the low lights of gp five are so that you didn't have to watch an hour long live plus you can contextualize them to your business so first i always think what somebody markets is a good thing to check out you know i'm a marketer i like it so i wanna pull up the product page for gp five and i'm gonna talk a little bit about what they're highlighting and kinda of what i took from the live stream alright so the biggest things about gp five to me is that gp five is here for everyone one of the big things they made a big deal of is that's available to all chat gp users including free that big big thing second big big thing is voice way way better available to everyone including free users they said hours of voice interaction for free users near unlimited voice interaction for paid users so in terms of the democrat of ai ai getting better and more accessible to everyone gp five is a big step forward in that and as a marketer what that makes me think and believe is that the amount of people using gp five a in chat gp to replace traditional search queries that they might have done in google or bing or other channels is going to go up you're gonna have more users because this model is smarter and better and it's available for free and they're gonna be using it for more search type use cases and so as a marketer i have to keep doubling down and keep focusing on how i show up on these answer engines we did a great show with asia frost that's on the channel if you wanna go check that out okay so that's kind of the democrat is that gp fives here for everybody it's here for everybody this week other than non profit and enterprise accounts are getting it this week i have refreshed my chat gp what seems like two hundred thousand times i still do not have access they're rolling out access today i assume at some point in the next twenty four hours i will have access c and i as soon as we do have access we're going to do some benchmarking and some work with it and we'll do another show but what i can do is give everybody the real quick overview and so if you look at gp five and you look at the product page the live stream literally is just finishing there's a couple of things that are interesting god are the days of the big model picking list where you have to pick gp four point five or four zero or o three or o three pro basically you're gonna do use gp five and gp five is gonna do a lot of that in the back end if you're a paid user you are gonna have like a thinking mode of gp five and for developers or people using the api there's gonna be like a mini and nano mode for like low cost high speed kind of questions and uses but the core gp five is gonna kinda go through those modes independently and reduce a lot of the cognitive load for somebody using this which again makes me think that people are gonna do more evaluation more buying with chat gp than on your website and this is a big important shift for marketers it's fast they reiterated this over and over that it's much much faster i'm excited to see how much faster it is the other thing they spend a lot of time like half the live stream was about coding and how good it is it coding how it's beating the coding benchmark and that's good i still think we are long ways away from everything they showed what essentially the big step up is is that gp five is going to be much better at what's called front coding so the part of the website you see versus like the technical back end that makes everything work and the aesthetics are much higher and so if i'm a marketer if i'm somebody running a business what i suspect i'm gonna do is build the ones of websites landing pages web assets many applications in gp five and let gp five do a lot more of the design and branding work on those assets than previous ai models and that's really going to be the stand so coding seems to be honestly the biggest step forward in this model to me the most interesting part of the live stream was around writing but writing was like literally two minutes of the live stream and the rest of the live stream was largely like coding some health some api stuff is interesting but if you didn't watch a live stream you did miss anything while i think this is a meaningful step forward it i do think gp t five is not gonna be as game changing as many people were hoping i think the hype was very high i think it is like a good meaningful step up i don't think the hype is like all the way up here but they did show a gp four zero versus gp five writing comparison and the gp five was way more empathetic way more contextual way more high taste sounded like a human actually wrote it and i think that is interesting and so i suspect if you're using chat gp for writing right now for business purposes you're gonna keep using it it's gonna get better and especially like some of the use cases that we're using it for at hubspot is to write highly personalized emails highly personalized website content that is going to get much better and i suspect you're gonna see conversion rates and marketing metrics continue to get better as these models gets better that's been our thesis all along again they talked about health and trust and safety and that's all the good stuff that's kinda not the point of this channel so i'm not gonna go into that in a deep way a couple other things that i do want to show you first of all i thought this tweet from dan z was interesting because there's a good summary of the live stream where it can write code really fast it can build like lightweight games and tutorial like the duo stocks stay right now because he did a whole learn how to speak french game in gp five so i have a tweet from dan z was really quick summary of what happened it's like it can code well and code quickly it can build lightweight games and apps so similar to what you can do in cloud artifacts except it seems like a little bit better and a little bit better at the front end side of things the writing does seem much better than four o i think it's a little better than gp four point five what i don't know until i play room with it is how big the writing leap is going to be they did a lot of small features like the voice you're gonna be able to personalize personalities so you want it to be sarcastic or brief for whatever that is going like the user experience of chat gp seems like it's gonna change a lot in gp five where it's gonna become more personal more of what you want it to be if it's still got that integration with gmail and calendar and so they're going for those personal assistant use case which is cool hey when be right back to the show but in honor of gp five dropping we've got the gp five marketing stack these are ten advanced marketing props that you should be going and using in gp five as soon as you get access to it use it to test gp five but more importantly to get better marketing results we're talking gp five is gonna be the smartest gp we've ever seen and these prompts are gonna help you do a lot competitive intelligence work to see what's happening with your customers help you process massive datasets sets to get real marketing insights all at once and to give you really great marketing strategy recommendations for your business if you can get it right now click the link in the description below now back to the show i think probably the biggest takeaway for me is that the front end design and ux and user experience reasoning a decision making is much better in gp five than any model i've seen which again has me thinking marketers are gonna be spending a lot of time prototyping and building v ones in canvas in gp five after it comes out the other interesting thing is our friends over at lovable have released that they have access to gp five and i think there's a take where like g five and canvas is replacing a lot of the use cases and lovable what lovable is gonna have to do is be much more integrated into databases and getting this code and publishing it making it easily accessible on the internet so you're seeing the whole internet the ai internet internet's it's about to get upgraded as gp five comes out so those are a few of like the quick things that we're seeing with gp five those are a few things that they covered on the live stream here's my take i don't want this video to go on forever and ever because you're trying to get the skinny on cheap five it's good i think it is going to be a meaningful step up from o three and o three pro i think especially the fact that it's in free is a big deal i think the fact that it's gonna be incrementally better at coding and writing especially front end coding it's a big deal for marketers and i suspect the average marketer is gonna using chat she'd more was it as good as i thought it was going to be no it was not i am not here mind blown basically being like oh my gosh the internet's is a completely different place today than it was no i think we are on a steady trajectory of ai getting better and i think a lot of the ai apps are already using like hubspot the like as gp five gets integrated they'll get better and that's awesome and that's like a great thing for all of us who are working and doing marketing doing sales the truth is i'm not here talking to you like oh my gosh everything is about to change no everything is continuing to change along the trajectory that it's on and i think that's the important thing so my advice is regardless of what chat cheap account you have get in there use chat gp five see what use cases for your business it's actually good for i'm gonna do that same thing kieran and i are gonna do that together we'll be back with our top use cases our actual review but this is a quick reaction to what they actually announced and promoted there's two last little things i wanna make sure i hit one they had a little subtle apple jab in the video that i loved which was a team of phds in your pocket it's a play a thousand songs in your pocket the original ipad tag line i like that i'd love kind of you know johnny i've worked at opening now i imagine there's like a little jab i thought that was both good marketing and a little good inside jab and joke second thing that i thought was kinda swept under they didn't talk a lot about is that gp five is going to be able to consume video and see what you're doing on the screen is what they said it they can actually do that and do that well that will be very very important to how we use these models and open up new use cases especially from a marketing perspective so i think that's one of the things i'm gonna be looking at as gp five rolls out and if it's good we'll probably end up doing a full show on that so those are the two things that i don't think people are talking about hardly at all that i thought were interesting kinda cool so that is gp five it's rolling out to everybody over the next day or so so keep checking your chat gp and we'll be back with our full hands on review very soon thanks everyone see you on the next steps episode

on today's show we're gonna show you how to save over an hour a day with an app that makes typing obsolete you're never gonna wanna type a git i've got the world's leader with voice ai alan go from willow voice with us today let's get to today's show alright on today's show we have a very much under underutilized under talked about aspect of ai you know you hear a lot about large language models and browsers and you hear some about audio but you rarely hear about voice ai outside of things like siri and alexa and today i'm with alan who is founder of willow voice who is pioneering a lot of those kind of voice ai use cases and so allan welcome to marketing it's grain thanks for being here hi chip thank you so much i'm really excited to be honest yeah and so alan one of things that i think is interesting is when somebody decides to like dedicate all of their waking moments to something and you've decided to do this with voice ai and so i was wondering if you could just help people understand like why why is voice ai important and how is it going to become just a part of how we all work and live on a day to day basis so my journey really all started when we were building in health care and so we were pivoting a lot of health care and every day we were interacting interfacing a lot with doctors they were telling us that they were spending all their time work account documentation for the patients you know they're spending their weekends they were spending after clinic hours work on this documentation so when ais scribes came along they said this was the best invention they've ever seen since yeah chad they suddenly got all their weekends back they were looking forward to clinic is again rather than being worried about them because they no longer had to spend all their time on this documentation and when i saw this it felt like the new way to work with voice and also around this time i was visiting some family in china i noticed that everybody that uses this app called wechat and they love to send voice memos and now if you know sending voice memos it's really apple to send these voice memos but really painfully long to listen to it stinks to get a voice memo if there's no like transcription and you just get the raw voice file exactly brutal so it click to me that you know voice is the fast way to communicate dots to paper but text the fastest way to process information and that's why if we could just find a way to combine the two which is now possible with voice ai and a speech colon polished and ready to use text on your computer then the keyboard itself copy necessary which is what we unlocked at willow willow is a voice dictation app that lets you write anywhere computer you can think about it like apple's built in dictation if they were actually fast accurate and intelligent good summary exactly yeah and people love using it for anywhere from like email slack messaging prompting ai and more okay so i'm a will user it's been a game changer my workflow i sit you a prep email for the show today just using willow me like thirty seconds so it'll taking me ten minutes before massive time saver gonna do some demos gonna talk through some of the use cases that you're gonna wanna think about adopting with we'll lower any voice ai product for that matter what of my thesis here alan that i would wanna talk with you about is that ai is gonna make like content formats like obsolete like there are better formats for certain things than others and what i'm positive is that in a year or two we will just get the perfect format of information in whatever like modality it needs to be text audio video whatever and it seems like voice ai dictation is gonna be like a big part of that like do you buy that is that like a what's gonna happen yeah one hundred percent and we're already seeing voice ai changed so many modalities and just how people work in general because in the past where historically voice ai has never been something that has word if you think about tools like as you're mentioning at like source siri yeah they've sucked because they're inaccurate they've been clunky they've been terrible interfaces but of course with you know ai that's made voice finally intelligent in context aware we have infrastructure to support that at a low cost in real time and we have you know transcription actually just to be accurate in general it's actually opened up a whole new playing field of use cases and it's unlocked a whole new level of voice productivity for people in general yeah i think that's the thing it's like what you're trying to tell people is like okay the technology is actually finally here i know you tried to do this stuff over the last five to ten years and it's been terrible yeah and i will tell you somebody who's been using it it is actually finally here not only is it accurate but man is it lightning fast now yeah that's the thing that's blown me away it was i was like oh i can see with these large language models that that we can get to accuracy but the raw speed is so impressive to me yeah like it's wild yeah and it's only going to get better over time as you know these things get instant if not near instant it already feels that way by the way for somebody who started using this more and more so if the technology is here now walk us through like what are the core ways that people should be using it i wanna talk about that and want you to show a some demos i wanted to spend a few minutes helping people understand how they can transform how they're working maybe do marketing doing sales like if you're a sales rep sales emails with voice dictation is like a game changer for example yeah a hundred percent so i'd say the biggest use case that i've seen has been async word communication so we've seen people handle all of their work communication that's slack email personal messaging all of those things that they typically in the past have to sit down type on their keyboard you know right out that message they now just speak to a voice ai or like a dictation tool like willow and they speak up all their thoughts and that that ai transcribe what they say if formats it understands the direction that they're trying to go to tone the style everything and it writes it up instantly four them in front of them and so that's a massive productivity boost to tech leaders for example yeah who have tons of work communication or busy professionals in general who have tons of communication to be doing because voice is so much more natural fluid and obviously it's faster than you would be typing and just saves them so much time the second big use case that i've seen is with ai prompting now i know that you show a lot of workflows and prototypes built by ai tools like chad or claude yeah so i think this is a really neat productivity more life hack tip for the audience next time when you're prompting ai don't even just type it just use a dictation tool can you pull up willow below and just show us how that works this is my forever use case that's why i'm being selfish but you are probably better at the b it's like using the chat gp app and willow to just get stuff to an l in the most efficient way has been life changing for me exactly exactly so for example i can prompt claude here and this is already what engineers and power users are doing already because if you thinking about what prompting is yeah if you're front trying to build app for example you're explaining to a really smart friend like claude what the technical specifics look like what the ui with the ux look like and your essentially just writing really long paragraphs to a smartphone cloud to build it out for you and obviously would you rather be typing out this paragraph or smartphone org beast rather speaking that so for example i can just press the function key in my keyboard and just be like hey i wanna build a really cool reminders app that allows me to put all the things that i need to reminded of on my day to day and whenever i finish one of my tasks or or whenever i'm reminded item i want there to be like balloons and confetti showing everywhere and i want the ui to be green looking with a green type of brand let's see how that turns out and you can see in a matter of seconds it's so fast exactly yeah what would've have taken me long the type i can just speak that out i can brainstorm and brain dump and put that all my yeah but before you even like run that what happens to me and i think happens to lock people occupy and it's like he's just kinda get sick of typing yeah like yes i have more instructions i wanna give but i'm just kinda like sick of it and because of that i'm just going to stop here and i think what i've found and i think what you found is like when you're just talking you can just like just sit there and talk for a minute or two and get much better details and prompt and the hack here is do exactly what you just did and then have it turn it into the right prompt for you so you can give it all the context then it'll reform it into a great prompt and you can run through and you can get to that spec and like basic version of the app in like minutes exactly and i really like how you said that it removes initial inertia of like creativity tips because we've also seen a massive use case for content creators in general so we all know that feeling when you're sitting on front of a blank doc and you're trying to come up with ideas creative juices to write maybe website copy or social media posts or all different types of things you know typically you'd have that initial inertia typing but with voice ai you can just simply speak with on your mind you can brainstorm out loud and that ai will you know clean it up formatted it rewrite it bit better for you and so we've seen tons of people write everything from like linkedin posts to website copy with voice ai and they love using it to brainstorm yeah there's a song writer jason his spell who i love and his thing about creativity and writing is that you get it all out and then you edited it later you know you've whittle it dale and once all the information out and most of us don't write like that right we're in our head we write we are editing in our head before we get it out but we talk like that mh right and so it might sound strange but just expressing the ideas in a different actual way can get you better ideas exactly let me show you another use case with emails as well this is what you know tons of busy professionals and tech leaders use every single day and sort of the moment that makes it magical for many people so for example if i wanna send out an email i could just press a hockey on my keyboard and just hi john i recently discovered a product called willow and i think it's super cool there's so many different things i could do one it can automatically format my email two it can automatically correct my words three it even cuts out my filler words i think it's super cool best allen and in a matter of seconds it comes out and there's a couple of things to note it automatically formatted my greeting it automatically formatted my signature it even understand that i was trying to create a list and it breaks that down in the perfect structure another cool thing to note is that it knows that i like to use an exclamation mark at the end of my emails and i understood that i have that personal style choice and it put that in and alan it knew because you were in gmail that you were doing an email and it needed to be formatted in this way is that right i just wanna make sure i'm understanding every everybody watching is understanding right yes so exactly so it's context aware so it's able to understand that if for an email it should be style like an email if i were in slack for example it'll understand my context and write it as if writing a slack message and it'll be that style that's super cool you must fly through email man exactly and you know what if this style didn't work for me i could just highlight this text and i can say hey willow can you make this a lot more casual and you can see now that it just changed what i wrote into a more casual language which is way better than going in and just editing it as we'll user i did not know i do that i'm gonna do that in the key shirt that's pretty cool yeah and so a lot of people for example will go back into chat tier claude to maybe rewrite an email more formally or more tasks yeah it replaces a lot of that context switching between apps you can all i'll do it all one place with voice i can just generate the entire email myself for example if i wanted to say like hey willow can you write an email to john in a pretty casual tone and tell them i'm gonna be late for the meeting and you can see just like that we'll look and just generate that email for me understand my writing already so i could just do it that's awesome email is something we all have to do and that's way better way to do it and i've been starting to do it but you just gave me a couple pro tips that i did not know that i could do so i'm a bump for that yeah ai agents are transforming marketing they're changing it as we know it and the old ways of marketing they're gone the new ways are really agent first ways and kieran just wrote this amazing blog posts about how to think about marketing and do marketing in an agent first world in a world where agents might be buying from agents or agents are facilitating ways people can buy and there are these three very specific changes that he outlined and that if you're in marketing today and you are not clear what these changes are you're missing the boat you're gonna get left behind and we don't want that we wanna help you stay ahead of the pack and so you wanna read kieran post right now you can click the link in the description below that is gonna give you the blueprint you need to do marketing in an ai first world okay so what we wanna do now is actually show you how quickly you can iterate through like a marketing idea marketing concept alan i know you and the team voice just launched personalized dictation where you can kinda personalize how the dictation style is gonna be could you maybe just show us how you would go and make a product page for that feature using like willow and claude and show how quickly you can iterate through like in this marketing use case yeah of course so opening up claude here let's just see how fast can be with this right i can start dictating and say hey so pretend that you're like a really smart and expert big expert in in in writing website copy i'm creating this new product page for our landing page that's gonna be highlighting our personalization feature for context willow is a voice dictation app that lets you write anywhere in a computer you can think about it like an apple built dictation but smarter faster and more accurate and intelligent and so some of the things i wanna highlight on this page with that personalization it it allows us to product the dictation tool to you know match style and tone and writing over time so that you don't have to go back pure keyboard board have to make those edits let's see that with an initial prompt and see what clock can give us here so that was literally like less than a minute to get a pretty good creative direction like this is what you would tell like a marketer or if you were hiring somebody to do it right yeah so i see now that's what is it creating it's creating an artifact around the page yeah looks like right now so what i do love about claude and just a quick reminder if everybody's is claude is really good at the writing and creative use cases and i do think it does a great job of not just coming up with good quality but also packaging it these artifacts in a way that's like easy to kinda review and understand and also cloud loves to code so it's right in a bunch of code and everything for us because what you said you set a landing page you didn't even say landing page copy so it's taking you at like oh and he needs like a whole landing page not just some text right yeah oh there you go and we got the the landing page and we got like the structure of it down it's even in your brand colors got it so close right yeah it's see the design fidelity is not great but we got essentially a like v point one of a landing page in about you know two minutes yeah and you know of course maybe if i want to change different things yeah i can be like hey so i actually want to add a couple more things to highlight on this product page you know i wanna emphasize that the product is private and secure so that people can use it without worrying you know i also wondered how we can make this page a bit more modern and sleek i think it's it doesn't look that great yet can you make some changes there what i love about that is that that is like what every founder ever would say about something it's like you're mastering founder feedback already it's like super marketing critical as somebody who's done marketing for founders it's like it's it's a tough game but now it install goes to claude and it's great so i think for folks who may have never seen like a voice say app you have on your machine running a standalone alone app that's will voice and then if you are in claude or you're in slack or you're in imessage whatever you're actually working in you're just holding down a function key and talking and it's basically doing the dictation in the willow of voice app but also putting the text in the pain that you're working in directly right because that was like kinda counterintuitive for me at like the first few times i did it so while i'm bringing it up yeah so exactly willow is an app that you install on your computer so it's at the system level where it understands like your accessibility it can paste text anywhere in computer and result it works anywhere on your computer yeah so you gave your creative direction on the landing page i gotta say it's a lot better there's a lot v two landing page was like way better yeah the first part is pretty sleek actually yeah it's pretty sleek it hit your security concerns and even decided to make like a creative choice to make them green and like and call them out which i i think it's interesting it's like the subliminal like green color tones yeah and again what really managing me in the beginning was just the website copy which is great here yeah exactly and so what's really cool is that you can get here quick with ai myself and here we've done tons of shows on creating landing page and copy and everything with ai we got here faster with voice ai though we got here in like five minutes versus like ten fifteen twenty thirty minutes which has been my experience previously because you can just get through the iteration cycles faster because like what happens when i'm not using voice ai is i'm reviewing a page like this and i'm thinking about it yeah and then i'm thinking a little bit more about it than i'm typing and literally all you did was just provide the voice over to your review in real time and that allowed us to save a ton of time yeah it's just like how i'd speak to a really smart friend it's saves so much time to just speak to them with my words rather than having to type long paragraphs to them telling them what i want to do it's not like the eighteen hundreds were writing long letters to each right yeah exactly okay now let's look at the willow app because i want people would to understand like what's actually happening because i imagine most people watching show today has probably never used any type of voice ai yeah let me show you so you can see i've i've dictated a lot of words yeah you're almost at a hundred thousand words dictated i i have nowhere close to you i think i'm like five thousand or something yeah and the thing is i also have multiple accounts so i think my is actually like closer to five k i bet it's probably true but you can see here that the will app is actually made to be super simple yeah and easy to navigate because the thing is with most dictation tools in the past they've always been clunky and hard to use experiences that i've been hard to navigate and hard to figure out how to use i can remember dragon dictation specifically it's like you have to watch our longer tutorials to be able even to start using dictation it's crazy and they like to sell these like dvds or tutorials around on how to use it so with willow we've really try to change our experience to be really simple and easy to understand from the beginning so again you see here there's only really three section you have to care about the home section the dictionary section for adding specific niche terms mh that willow or might not be spelling correctly and then of course the personalization page that gathers your insights to eventually use them when you're for example writing in super you're writing email willow now knows to add a period to separate india's rather than m dashes because it knows i don't like to really use m dashes dash or knows how to spell a specific name correctly these are insights that game just by me dictating and me making those edits to my keyboard if i don't like it it it learns over time so that doesn't make that mistake again but you can see here it's really easy navigate where the user doesn't really have to customize much you know they don't have to customize my prompts to make it right better they don't have to go in their settings and change different models or anything it's just the most premium and simple to use product right now to create that magical experience of dictation and write anywhere in your computer got it and if you go back to home i didn't want this to like go past people all of the stuff we've done on today's show for example that went directly into claude which is some of the use case we was it's also here in this app what's happening is everything's always gonna be in willow voice but whatever other app you're working in while you're holding that function key dictating it it's going to auto put the text there instead of you having to copy and paste every time right exactly yeah which i did not understand the first couple times i was like wait it could do this that's magical yeah it saves the transcripts locally in the computer so you know if you're ever dictating something and you lose it for example you can always go back your history and copy and paste it put it right back you can also be transcribe it or look back at it for history anyways that's pretty cool i mean i would also say like you could actually keep an amazing personal diary just summarizing your day one minute every day and just like having it auto save into like a google doc or anywhere like would be incredible just a random thought that i just had okay so if you think about some other use cases i'll give you some other use cases i've had it's like if you're a marketer would do marketers have to do lot they had to do presentations a lot you can actually just record your rough draft of your talk track and then use that to basically generate slides with an ai slide builder like gen spark or gamma or to create an outline and like that would have just been impossible for you would have done a zoom recording you would have gotten the recording you would have done the transcript you would have then put that into chat gp instead make an outline and instead you can just do that way faster which is really cool exactly alan talk to me about note takers chat gp recording there's a lot of voice stuff out there what's best for what when do you use a dictation thing like willow or one of the others that are out there versus like chat gp recording or a note taker that type of thing so odd bucket chat mitsubishi record feature into the same category as like an apple built dictation or something like that where they focus more heavily on transcribing that text rather than understanding what you're trying to say and that's the key part which makes willow so great it's because it has this extra ai piece that interprets what you say so if you really want to be able to use voice to unlock productivity in in in so many different use cases like your email or slack messaging or prompting ai or just communicating or or writing things you really want that ai to be able to understand how you style your tags so you format things how you write your text in the direction where you're trying to go and that's where willow really shines and even for a use case like ai prompting where the style formatting doesn't really matter will it still better just because the pure speed i mean it's three times faster than built dictation tools yeah or or or tragedy record feature and of course having it on your keyboard as a hockey and that speed combined with it it really keeps you in that flow state when you're trying to come up with new ideas or even prompting ai tool yeah i agree and note takers are much more like group conversation stuff or is that how you think about them that if you're gonna have a big meeting where you're in person with multiple people then you need like a note taker kind of ai application versus voice because you got a lot of voices what matters then is the context of the conversation and who is who and who's saying what right yeah i'd i'd separate like a note taker like granola versus the dictation tool yeah because a note taker is sort of listens and transcribe describes what you say and then after the end of the meeting it turns out a summary whereas dictation tool more like real time it does like the use cases where you'd be maybe writing an email or sending a slack message that requires you know fast latency and formatting and understanding how you're writing what i have found with ai tools in general is that the more focus they are the better they are and what you have is a lot of people using note takers for a lot of different things for example and it's really good for what you just said and ai voice dictation apps like willow and others are like it's really good one on one if it's you and you're trying to get your ideas out communicate get through the path of work you're trying to do that is far in away the best most efficient path right in versus like recording zooms or using note takers or any of the other kind of voice ai products that are out there yeah a hundred percent okay so what we've talked about today is like using voice ai i had to save a bunch time how much time do you think it actually saves i imagine you guys have done a bunch of research like what does it get you back in doing this yeah so if you just looked at my dashboard it says that my words per minute when using dictation is a hundred eighty and most people are at a way faster i think on average when people are using dictation it's a hundred eighty plus two hundred words per minute right and more and i imagine it's a lot fast when you're prompting ai and you have a lot of ideas in your head maybe peer engineers brainstorming and brain dumping so when you compare that to the average typing speed of people in the world it's forty words per minute so that's literally a four to five times increase in speed and productivity and time saved just by using dictation rather than having to type things out yeah if you are somebody who does a lot of email slack messaging writing like it's gonna save you like an hour plus a day right a hundred percent just the the raw math of that backs into that exactly yeah we talk a lot about ai productivity but it's like kinda of hidden productivity like this is actually real productivity because you can actually measure it because it's just making the stuff you already have to do in your day to day job much much faster which may seem a little less flashy to some people but is actually just way more important yeah and not only does it save time it makes you feel better doing your job as well because imagine going through a hundred emails where you can just speak through them right i mean to type all those out so there's not only this actual time saved but it actually just makes you feel better from your mood better yes like the whole aspect of doing it it's better yeah you know like i always make it a kid of like when you're driving you're singing along with the song like you just feel better because it's like i'm communicating i'm getting some stuff out there it's like a little better as somebody who's been using it i think it surprised me it's like oh it's kinda nice to just not sit by myself quiet not saying a word for an hour at this desk and instead like feel at least like i'm almost talking to the person i'm sending a slack two or an email to or whatever right yeah yeah okay so we went through some of the big use cases we're gonna save a bunch of time you can use it to get ideas into l to review marketing materials with l much faster to do kind of any of the async messaging you to do email slack those types of things any other advice for folks when it comes to voice ai times they should not use it like what be kind of your closing advice here right now i say voice ai it works better for very repetitive workflows like you know messaging email prompting ai in the past i would say that it doesn't work as well for things like personal messaging because there's so much so much more style needed but we just you know obviously release the new personalization feature that actually makes that better if it is a lot better now so you can like text messaging and things and still sound like you you know if you don't use periods or different terms of formatting and text messages you know i actually really just wanna say that voice ai can't replace everything on your entire keyboard and you're typing workflow and that's sort of the vision that we're headed towards which is wild to think about how much less do you think you type now are you typing like a hundred percent last fifty percent last twenty percent less like what do you think you're at i'd say i'm typing ninety percent less wow okay so actually still right now us that will have found us to we still handle you know all of our customer support cases yeah and we get you know fifty emails every single day with different questions or maybe they have a problem and i'd say the biggest life hack for us has just been using our own product willow to be responding to those emails right and we're able to do that so quickly and still do it ourselves and still have time because we're using dictation got it as somebody who doesn't love typing i have found the cultural change of getting used to dictation is real it has taken me a while to like adopt and really get in the habit of it and i know there's probably some he out there on terms of like is this technology actually ready i think we've shown today that it is and i will tell you in my uses at least with willow and i know there's whisper there's bunch of other products out there too that people are using it's like they're generally have gotten good and i think to your point the biggest challenges in understanding the very personal context that you might have with one person versus a different person right and then i think you have gotten down that path of personalization and that'll it seems like keep getting better and better the last topic here is like what's next what are the things that need to happen for dictation voice ai to really be amazing be mainstream you think mh so when we're just thinking about the technology itself it's obvious gonna get better yeah i was gonna get better and that's gonna allow for you know infrastructure that's gonna support instant if not near instant latency we're gonna see bigger context windows that's gonna allow for voice ai tools to have deeper integration into your apps and workflows to be able to better understand you and better interface with your entire life and obviously that's a direction directional willow is headed towards as well but i think the most exciting part for us as the team is just thinking about the user experience layer of voice as a dominant interface in the future yeah because when you think about every new you know change in human computer interface whether that's the mouse in the keyboard and then it was touch every single change has opened up a whole new design language for how we use computers when you think about touch we had like scroll gestures we had pinch in pinch out to zoom and zoom out we have even these like three lined hamburger menu items yeah none of these existed before and it wouldn't have make sense at all even for a mouse and keyboard right so when we think about voice as the next primary interface we think about what could that entire user experience be and it's gonna be entirely new i mean a couple questions which we have in our head or like our abbreviation is gonna exist when you type those out to people when it's just just to say that our emojis are gonna exist when voice is gonna be so good that an interprets your tone and and what you're trying to say before you even sort of send that out right right and what is the output of that going to look like when you can add you understand the tone of what you're saying and so we think about all these different things that are gonna change as voice becomes a dominant interface it's gonna be completely new user experience and we're just excited for the future to be honest yeah and so if i'm a marketer out there or i'm a founder and i'm listening to it's like oh i can save some time with voice say i that's like that's my immediate here now right i think what we're saying is in the future the modality of how people communicates gonna change significantly and user experience around that's gonna change significantly i think especially like if you think about it since the dawn of websites they've just been hands on keywords right like we don't really talk to websites we're we will start talking to websites yeah right no and you're seeing that start to happen a little with a few of the ai sites but i think in a couple of years that just can be commonplace there will be some use cases of the web browsing experience that will be voice led versus you know hand or typing or or or clicking right that's pretty wild and so i think if you're a marketer you're a business owner you wanna keep an eye out for the trends and the evolutions of user experience it's gonna happen as this and the other ai technologies get better and kind of shift that user experience i think that's the right call out to make for everybody and exactly because typing was honestly just you know a temporary solution for humans to be able to in interact with our computers as we think about you know the development of ai and these speech systems we're going towards a direction where a computer will have the same fluency a human fluency and understand it just as you would be when you're talking to another person when you think about that it's gonna complete change sort of the interface of computing as a whole it's my way when to think about i suspect that this is the first of many shows we'll have over the next year two on the topic of voice and alan i really appreciate you coming on giving all of our viewers a breakdown of what the heck it is some things they can do now and some things look out for in the future thank you so much today for joining us on marketing screen thanks so much kim awesome we'll see everybody real soon on our next episode

on this episode we are going to go into something that everyone wants to know how to do and that is marketing how the do you even do marketing in the world of ai everything is changing so much if we were gonna build a marketing plan from scratch this is exactly what we would do with all the plays and the actual ai tools we would use that's what we're gonna cover in this show so kip are you excited to talk a little bit about marketing on one of the show it's been a while look i what everybody do know first of all it's been a little while since karen and i've even been together on a pod yeah hasn't been wild and there will be a couple weeks where we're probably got some more solo pods but you and i talk to founders and ceos and everything honestly most days of our lives and we are getting this question like how to hell you even do marketing now right everybody's like this has changed like what does my team look like what strategies do i do i'm not getting me traffic from google my ad prices are going up what the heck do i do and i think we just felt compelled here to just try to take a few minutes calm everybody down give everybody some tactical practical things that they can go to things that we're doing right and that we're finding value from and getting more and more value from as we're learning them right right and i actually did have this did you see the microsoft job report for ai what's gonna be lost and what's not gonna loss no i missed though these are the jobs that microsoft believe will be most impacted by ai the reason i'm showing this is for all of the market tiers you're not on the list so basically all the high volume entry level white color jobs are on here nothing around market advertising sales agents web developers are on here but there are the bottom half of the list yeah they're in the bottom half what's the library science teachers post secondary cheeses these are the ones that it believes ai has most applicability to to be able to do these things i'm struggling with the hosts and hostess like they believe that robots are gonna ai is says like humanoid robots concierge ai is not just digitally ai but they're talking about ai enabled robot the humanoid robots these are the ones ed release that are kinda safe so i could be a message therapist there's a new robot massage place in boston is there yeah would you let a robot massage for sure it would i think it's better than a person right that could be the start of the terminator don't robot those wild i mean i'll try anything once look one of the things karen that i think you and i are coming to right now is that if you're a marketer your job's not like going away because of ai and so you should like take a breath and feel a little bit of piece about that but i think you and i also are seeing and we believe that the best marketing in the world is gonna be done with humans in partnership with ai right right it's not gonna be just ai or it's not just gonna be humans the humans are using ai they're gonna win the marketing results game yeah i think the thing i took away from that list is there's not a lot of creative jobs on it which is great totally i know ai can do creative tasks but one of the things to think about is what ai has already surpassed humans on and what has happened to those things so let me give you a good example i think it was maybe twenty years ago that humans started to and people are gonna scream me if i'm wrong in the comments but i think it was like fifteen twenty years ago that where ai was first able to beat a human and chess yes and so you would say okay well ai has nice surpassed human in chess and so d factor facto we probably would not want to do that anymore and actually chess has never been more popular it's the most popular it is ever been so the fact that ai was better than the human at that thing the not slow that craft down i think there's a lot of examples of that where ai maybe surpass certain people in creative tasks but people want the thing from the human right i think that really matters for a lot of the content we create i think we've talked about things moving towards personality led content where you really think about not just the content but who's giving you that content i think it's why we believe that most brands will have some sort of creator part to their content team doing that content which we have but i think in a lot of cases human creativity plus the ai assistant is where mark will end up mh and that's what we are going to show you here is like the ai marketing and playbook if we were going to build a ai marketing and playbook from scratch we had to go into a company we have to start today what exactly would we do and we're gonna go through six things that would be part of that playbook and i would say this is a very abbreviated playbook right this is like the list of the first new things we would start doing right right like we'll have more comprehensive stuff in the future but this is like if you're just like hey i wanna go from the old way of doing marketing to a newer way of doing marketing that's gonna be more effective in this new ai world here are the right places to start right and the stuff to start learning right and the stuff to start having tools to help you around right so i did the lovely graphic i was up late last night i was trying to get chat v image jen to do this i could not do it so i reverted it to canvas which is another good example of where these ai tools fall short have you used cam with claudia no we talked about this i just think the ability to edit in the l for a lot of creative assets is just not there yet correct i just didn't know if claude could give you a better first pass in cam faster i should try that i was gonna try it and chat and i just reverted it to my old ways good example of like you should always try the new thing i should have started there alright the first thing is non controversial it is ai search it is something that we have made a big bet on i think you want to grow share a voice in l we can talk about the fact that this is share of voice and not conversions which is a whole thing people are struggling with whole bag of works we can tell you some things we had asia on this show you should go back and watch that show around how to do ai search we talked about l optimized niche pages so instead of having one product page that's optimized for like three to five keywords which is the old google search way you con within an ai assistant so you ask lots of questions in different ways and so instead of having one product page you actually need to have lots of variations of your product page for all of the ways that people can ask questions about that and i think that's one of the things that we found works pretty well that into citations yeah would you say citations here what we're talking about ai search many people watches this are probably hearing about for the first time what the heck of share of voice what is a citation and what's the real business value of ai search yeah maybe we just touch on those three things for us this is great so share voice is would be music to all brand marketers ears that we have a performance marketing channel now being measured against the a brand match trick so our performance marketers will have to deal with the cfo asking hey like is this actually having any impact but share voice is basically how many times is your product given in an answer to a query related to your product or service so basically what you do in these tools is i will go in and i would say okay for our crm we're gonna upload a hundred different questions that people may ask that your trigger an answer that includes our product and then we would say added of those hundred how many times did we appear versus our competitors and that's some way to get towards your share of voice so it really is how visible am i for the questions that i care about okay so that's share voice what are citations and then citations are is your proctor service mentioned with the key phrases in that question that you want to appear for right so citations are for us how many times did our crm get mentioned alongside great for small businesses or how many times is that our crm get mentioned along great enterprise features for large companies and so you want to really care citations am i get mentioned and trusted sources for the things that i want to be known for in the ll so when someone's asking questions about these things there's enough c citations about your product which means that you get mentioned with those words in lots of different sources and the l goes oh cool i know hubspot a great answer for that hubspot crm great answer for that because i've seen it in so many different places mentioned for a great crm for small businesses and the thing to think about there is these l m's like open ai gemini and claude actually have certain preferences for which sites they trust more than others it's not like google where google owned all of the kind of search queries and they basically looked at links and domain authority these l really have partnerships with different sites or relationships with different sites so they trust different sites more than the others right and i think that's an important thing to know is whatever l you are trying to appear in you should really find out what are their most trusted sources to understand if your product or service should appear in the answer and i think this is a wild stop here that like by twenty twenty seven it is estimated that ninety five percent of old b b buyer journeys will start on an l so this is why you wanna make that bet today yeah i i think that you have no choice but to make a bet to focus on search right in an ai first world it doesn't mean you completely abandon traditional google search right but you have to start moving some of your time and effort to this new evolving way that search happening exactly so i think this one great tools x funnel is a tool called use bar dot ai basically you can do a bunch of things in open ai chat to help you build all these different optimized pages alright next up this is my favorite pastime you love ai video baby so the tools here you have a tool called x funnel and so what x funnel will allow you to do is show your visibility in these l so all the different l m's you can see how visible you are you can see your share of voice you can see how the things that you're doing are increasing your share of voice over time a really great tool we're are a customer there's one called use bear dot ai that i caught up with the finder very recently it's a very very cool tool again very similar to x funnel they have a couple of differentiation that they can do one of the things i find fascinating as they do is they take a snapshot of the answer every day to a certain query and what you can see is how often the l m's change their answer like just suddenly but they're never given back the same answer each and every time which i think is super important these query map and l m's this is basically you can find tune chat and claude to actually help create these l m optimize niche pages and so they are the tools that can really help you do ai search alright let us get into master short from content so i think this that is wild sixty five percent of b b buyers prefer short from content to learn about products and services which you would really think about as a metric for b right totally you will normally not associate this with b to b and so i think a big part of this is how you can grow influence and text and video using an ai and so i wanna go through a quick example of what i have been built in v three to show you how cool these tools are and it is a opener to an incredible up and common movie called a timeless marketer so let me just bring it up just over to overdose ke in love with ai video tools they're his favorite thing in the whole world right now if i could just go and do this full time i actually would right now it's like bringing in all my wildest dreams to life alright so what i will say is v three is a google tool a video tool that allows you to create eight second clips and so i'm gonna actually tell you how managers to create a twenty four second click i'm actually trying to get a five minute mini movie together there's a lot i've learned here about using v three over the last week the big thing here is like figuring how to keep the character consistent across clips is not easy because that was one of the things i really figured i'd but how freaking good is this so good v three it's so good i think people need understand is like you just typed texting in and it generated these videos and you edited the videos together we would do a whole episode zero three because i'm gonna to i'll a five minute and i'll tell you everything i learned but like you have to actually build character prompts that's how i've done that so i build a detailed character prompt and then every time you create a new video you insert the character prompts so you could build basically a prompt library of characters who appear in the movie and then anytime you want them to appear in a scene and you would just like add that prompt so there's a bunch of like insanely cool you can do but that's why i think for me short from content is probably the thing that i'm gonna spend all of my time on oh what because i think it's how the internet is going to work because you not think that like we're being taught as internet users to just consume short from content over anything okay so here i would reframe it just a smidge i think tomorrow recording with allan go who is the founder of willow which is like a voice ai app karen and at whole conversation with him and he was talking about you know how voice is really good for like dictation and creating stuff it's really bad and slow at consuming stuff yes and i think what the internet's gonna move to is you are going to be in the perfect modality to get the information as clearly and as quickly as possible right whether that's text whether that's voice whether that's video what happy right and because that before voice and video were so much more expensive than text we just use text for most things and now we're gonna play a big rebalancing and you're gonna see a huge growth in voice and a huge growth in video especially short form video so right when you say that's how the internet's gonna work i kinda think of it as like yeah the internet's gonna get like fully optimized and for the internet to be fully optimized there's going to need to be a lot more video both full short mid and long form video right yeah i do think if you can master or from video you can master like attention grab i agree master and attention grab actually even if you're gonna do long form is a pretty great skill to learn because what's gonna happen right like every platform is being crushed under the weight of ai generated content and so the ability to acquire the first second of someone's attention where they start to scroll is probably gonna be like the number one skill that anyone can actually master because if you can't do that you can't get them to consume anything and so that's why i had here like master written hooks in short form storytelling to kind of capture that attention i linkedin x youtube but really all platforms can work for short form yeah your argument is like look the don draper of twenty twenty five it's short form bad fans would be just ob obsessed about being the best hook writer for short from videos of most right yeah exactly they would just success over the first sixty seconds at any asset i agree that whether you're reading that asset listen to the asset or watching that asset and i think short form content is a great way to master that skill set the tools i put down here was v three which is awesome there is a tool called flow mh and flow actually is built on top of the v models and what it allows you to do is start to create real like movies you can actually start to create scenes unfortunately for me i don't know what it's like in the us that tool is still on v o two when you wanna add multiple scenes but you could just go in and use v three in gemini if you can't use flow captions mirage which we had the founder on that is a really cool tool very cool i thought i was blown away by about how great that tool so this allows you to create great short form video and then if you're doing text based we probably will do an episode in this i started working on a episode for claude where you can basically create a ride in app within cloud fine tune to your own styles that's really great at hooks i think we should do a show just on like short form hooks and like building a project or an agent to do short form hooks and do just a whole show on that i agree yeah so you're doing your ai search now you're mastering short from content these code powered experiences i covered in another episode we have covered a bunch of this in singular episodes you and i both have done a code power experienced show you can search lead magnet it was my episode where i go through and show cloud artifacts on how to basically build lead magnets but really what what you're talking about here karen i think is that people used to give away blog articles and white papers and now you can just have do all that for you so you need to give away instead of information action yes and the best way to do that is some type of really lightweight free code driven application and like the best example that i had i you did like this whole fictional landscaping company and so it was like a budget est a curb side appeal greater things that somebody who was thinking about redoing their landscaping would care about right yeah exactly again i've pulled in the why here seventy percent of b b buyers prefer self serve tools and interactive content you did a great episode to show how you could move from like content lead magnets to code lead magnets but really we marketers used to create content because it was way too hard to create code correct and now it's like as easy to create code i know developers will hate me saying that but for the things that marketers want to build that are like lightweight things it's as easy to create code powered experiences as it is content powered experiences and i think that is a huge change in how we're going to market to audiences i think that's true one a quick idea i had in a video that i put around this for rep was that very thing that you built shouldn't rep just have a library yes of drag and drop elements that a allowed of people to create all those kinda lead magnets one hundred percent and just all the basic front end and backing end components that you can remix into like exactly market specific little web app for sure exactly the next is you have to have a great intent engine that is going to power all of your ai experiences and that's really really important so your intent engine is really how you get your internal and external intense signals around your ideal customer profiles your ideal customer profile is who are the audience that is going to actually buy your product buy your services there is more intense signals than ever before now because we have so many great tools that can go and scrape external signals or gather internal signals the kinda power of everything else you build in ai is gonna be powered off this really incredible intent engine and again we see this actually working so it's ninety three percent of b b marketers who have tried to create experience around intense signal let's see a huge increase intent signals are things like they would suggest that you are a good person to connect with so an example of a external intense signal would be you change jobs right and when you change jobs that's a good signal that you can market to that person and market your tool they may get promoted external attempt signal maybe a startup gets a fund and they are very specific to your niche and then internal signals are that person is showing intent that they are interested in purchasing your product so this i think is the most advanced concept that you are sharing with everybody today and what you're really saying here is that in an ai world context matters right and we we say that on no matter what we're doing with ai it's all about oh we have the context of who we're talking to how to do this thing and one of the things you need context on is not just who you're talking to but what can you know about them and what can you know about them that really matters to them so that when you engage with them you can reference that and connect with them on that or even set the timing of your message around that to really transform and get really different results in your marketing you need to transform how you time and personalize your messaging and you can't do that without really good intent data and kieran maybe you could give everybody a couple specific like types of like data fields that would be really good emblem diplomatic examples of what people would be doing here so some of the best external intent signals are things like job postings and hiring activity actually hiring is one of the examples i showed i did a quick video for everyone on our channel or and how to build this thing which we're gonna get into called micro audience marketing and mine was really based upon small audiences who are hiring so we're looking at companies and who are hiring in job profiles that would be suitable for hubspot that the fact that the executive or team member and linkedin dan could change their job this is a signal of budget shift there's a bunch of like demographic changes new product launches investment would be won so like a column one companies uses that they just raise because in just raised they were looking to upgrade their tech stack exactly you can get a bunch of like data from these third party sites so are they viewing certain product pages like all of those kinda of good things again on third party sites you can get search signals is there like an increase in search on some of the size like stack overflow hacker can news but these external signals that would say hey they're in the market and research in something that is relatable to my product and so they're kind of examples of external signals internal signals are very unique to your business so they may be someone visited a certain page on your website someone is viewing on your pricing page if you have a freemium product someone has taken certain actions within the freemium product and the word you use is the right word right like the more context i can gather the more personalized and i can make my ai experiences and actually the more context the ai experience has the better job i can do exactly and so that context layer which is your intent engine is gonna be do or die for having an incredible ai powered bar machine kieran i think i have an action item here would be good you can tell me if you agree with this let me pitch it to you to the audience so if you don't have a lot of intent data or you're just kinda get started here you're like okay cool well like what data do i need and where am i gonna get it right and karen you even here are like there's data all over the place it kinda depends on who you're talking to in your market and your industry and your region all those things well at hope hubspot we have our connector with chat gp as well as we just launched claude this past week and i think kieran i would go in and i would do a prompt for chat gp cloud and say look at my sales and marketing data and tell me what other types of data signals would help improve my results yeah and then i'd haven't returned those results and then i'd have enough have it do a deep research project of the best ways and vendors to get that data yes right that's awesome so you use the hubspot connector that works to chat and cloud you ask it what are the improvements i can make to enrich these personas like what data yes and then you take that and you do a deep research project and you say what are the best sources to get this data correct that is a great way to start i think people should go do that i think ten to fifteen minutes you would have a few vendors that you could go and talk to and probably instantly make your data better obviously we have some data in hubspot there's a bunch of different amazing data vendors out there but i think that process would get you what you needed to know yeah i would say that a lot of the interest in external data you can just get through something like per complexity yes there is a big difference in what per complexity will give you via the api versus what you will get via the chat interface so just keep that in mind alright so this should be music to marketers ears because i think one of the things that it will happen is mark will actually help our friends side in sales and start to eat up more of the customer journey not as in take their rules but actually allows sales to get back to what they probably would love to do which is sell and so the average rep today spends twenty eight percent to thirty three percent of their time selling it's wild should they be spending like eighty percent of their your time yeah and i'm sure a rep would love to spend eighty percent because it would make way more money more money literally three x more money yeah three x more money right and we all know sales reps they like to make money so why is this happening they have to do a bunch of sales admin and so one of the things they actually have to do is build pipeline and to build pipeline they have to do prospect and prospect is a lot of what a rep has to do whether you're doing it through these different roles sdr str bd or just a sales rep themselves and i do think there is a world where this becomes part of the marketing engine because marketing are able to automate all of this will the text based portion they can automate all via ai we have done that in hubspot two great results but they can also then start to use ai to create a call script again using your context layer so you have a great call script for the rep and you can start to actually do most of this work for the rep now obviously the rep is still gonna call the person but everything else you can kinda automate there yeah every company i talk to they want more sales productivity and one of the ways to get more sales productivity is to give your reps more time selling and less time admin write and emails doing all the stuff that the reps can't do it can do very well but maybe like to do less right and then kieran i think the point we should make here is that the whole buyer's journey is kinda getting shifted right the buyers have access to way more information and because of that they need marketers and sellers a little less and so everything that's happening is kinda getting shifted around and one of the things that's happening is that marketing is taking more of what may have been thought of the early sales process previously but we think that's a big economic upside because it's gonna mean that your salespeople people at the end of the day are gonna be much more productive right i agree like mark like marketing are really the the automation team in a lot of cases a lot of the stuff that they could start to do is automate out all of the things that some of these other teams how got task to do but actually then they could be freed up to get back to selling and it's great for the company because if you have a team implement this and their reps could sell for sixty percent of the team it's like you've doubled the size your sales team exactly that's incredible right like you're you're literally double in the size of your sales team because you're getting more than half their time back alright the last one is micro audience campaigns what is this alright so we should start with the stat here that targeted campaigns will increase your click through rate by two hundred and nine percent and conversions by three to five x so targeted campaigns is a way that you can really increase your results as a marketing team forever we have done like segment level marketing right so we have demographic and demographic data then we build these kind of groups of people that are all like each other kind of like loosely like each other and then we markets them because that's just the way ways the tools were today what ai is going to allow you to do is market to like small slices of your audience because ai is gonna do most of the works so instead of marketing to three hundred thousand people you may market to like three thousand people who condensed that into these small groups based upon all of that context more context you have the smaller you can make those groups and then more contextual your marketing campaigns can be and i think this is a big big big thing in terms of the future of markdown i think this is a big change that will happen we're doing a bunch of this now in house hubspot trying to work through the different concepts and i suspect that when you add up all those three thousand person campaigns in totality the conversion rate is gonna be way way greater than just marketing into the three hundred thousand people from the well i think this is one of the most transformational points in marketing right now karen and what we've kinda alluded to throughout the show is that the cost of doing marketing is going down like the cost to write something the cost to create a video the cost to do research the cost to get data all of those things are like kinda flat to down and what's great about that kieran is that you could do more marketing for the same amount of money and so i think there is this sentiment nearly days of ai that oh like we're just gonna cut marketing teams and budgets and all of this stuff it's like no we're gonna have those people and have that money accomplish much more instead of maybe spending three hundred thousand dollars to do a big brand shoot that gives me a couple of ads i might spend three hundred thousand dollars to get three thousand ads that i could do three thousand micro campaigns with influencers and niche markets and all of those things and get double the revenue out of that right exactly i think the way this works again as you use these intent signals to split that ideal customer profile into micro audiences so nothing again works unless you can build this intent engine and then because of that you have these ai powered agents helping you create these campaigns if you had a marketing team having to do this and you had to have a marketing team set up all these different campaigns for small groups of people it doesn't scale because the size of your marketing team would probably outweigh the number of customers you have but because we're gonna infuse ai so ai is gonna be able to craft the email ai can craft the ad ai can set up the campaign and what the human gonna do is orchestrate the ai based around these micro audiences to really provide a ton of value the tools here are l m's complexity labs yes i love this tool you love this tool you just did a whole episode on their new browser comment which you have i don't have you're not using comment yet i can't why oh can you told me how to do it sorry i have appointment man i need you to use it real bad i need your review i use it i i was excited that i did the episode of chat agent because i got that the same time as everyone else the first time i thought like a proper human in the in a civilized world where i got a tool the same time as other people got a tool i will upgrade a comment actually tonight i forgot i do have access to that range upgrade i'm i'm just the most expensive plan of everything now yeah oh yeah my ai cogs are high yeah i have all of these tools and then you can like agent whatever your agent platform of choices that we have a platform call agent or ai which is a great platform you can build some agents yes hey let's go top to bottom the tool quick it for everybody i know people are going to be like well cool i'm buying what you you're telling me to do where do i go to get started doing this so like give everybody a quick tool summary here's your tools set that you can go start to use for some of these so for ai starts you wanna grab yourself one of these tools that allow you see visibility when the l you can get next funnel you can get a used pair there's some others you can go use you wanna get really good at using chat and claude and these things to actually fine tune on your product pages and create niche product pages for you around relevant questions you don't know how to do that go look at the episode we give with we did with asia mash short from content you wanna really get great at v three we'll have a whole episode coming at you and i do my little five minute movie i will demo it on the show and then i would tell you everything i've learned about prompt in for v three exciting you can use captions mirage and then you can fine tune these l chat claude to be a great rhino partner we're gonna show you how to do that in a future episode code power experiences there's lots of great tools i love cloud code lovable rep we have agent led ai to build the agents and so you can build agents and give no way to acquire demand build an a ten agent kip give the thing you should do you should go connect your hubspot connectors pull the data and then run deep research to figure out what are the best data sources for your specific intent signals because there's a wide variety of things you can get ai sales prospect and we are doing this right so we are doing it via hubspot we have our intent data built up here if you wanna run some personalized video as part of your prospecting and try that out the new h end model is incredible go do that and then your micro audience campaigns again you have your intent engine you may wanna do some complexity lab stuff which i did to like categorize my audiences in cool novel ways generally just been able to do great stuff with l m's like g claude chat e complexity they can actually help you segment and cohort that audience in interest in ways these are some of the tools that will allow you to run your ai market and playbook and if we were starting from scratch going into a startup up today going into a company today these are the things that i would prioritize alright i know we covered a lot of ground and we've done a lot of shows on some of these topics kieran gave us a really good overview we've created a playlist with all of the shows relevant to today's episode we're gonna link it down in the comments below and so if you just wanna go on a full deep ai marketing deep dive you just gonna wanna watch every video on that playlist and we should answer all of your questions that you would have from today show alright everybody that was a deep dive in some of the latest and greatest in ai marketing pack if you're starting to do those then you are going to be at the leading edge of the ai marketing curve we be back with way more shows on these topics and other new ones over the rest of the year we'll see you real soon i'm marketing against the grain

guys i want to take you behind the scenes and show you how the best marketers in the world right now are you using ai to get amazing results you do this with any i'm gonna use claude today i'm gonna show you how to work with claude to generate amazing prompts i'm give them to you for free then i'm going to turn claude into my lead nurturing landing page writing data analyst assistant to do all of my marketing work and then i'm actually gonna connect it to hubspot to get all my data in and make sure that my output is world class amazing quality because it's gonna have all of my own data in partnership with the ai it's gonna be awesome this is a master course at how to use marketing in just twenty minutes let's get to today's show before we get into today's show here's a quick word from hubspot cutting your sales cycle in half sounds pretty incredible but that's exactly what sandler training did with hubspot they used beats hubspot ai tools to tailor every customer interaction without losing their personal touch and the results were pretty incredible click through rates jumped twenty five percent qualified leads quadrupled and people spent three times longer on their landing pages go to hubspot dot com to see how breeze can help your business grow so if you haven't seen the news yet hubspot and ant philanthropic partnered together and we've created a brand new integration between hubspot and claw so the first thing i wanna do is just show you what the heck that is and how you actually get it set up and working in your instance of claude and the first thing i will tell you is that this works with any level of claude or hubspot including the free versions so even if you're using a free product you can go and do this and so if you haven't tried a hubspot you can upload your spreadsheets and everything in hubspot crm and do this real quick right away one of the things you will have to do though is under claude cloud dot ai in the bottom lower corner here is settings you're gonna need to go to connectors and if you like me use the google drive connector the gmail google calendar i use asana and then i have set up hubspot so you go in you connect you owe off you pick your portal within hubspot and it happens i've done that already and i have done it with that test portal of test data so that i can ask it and run all these prompts and not have any real data out there so that is what is up and running very quick literally twenty seconds and you are up and running between claude and hubspot okay so if you're a big cloud user this is gonna be a game changing for any sales and marketing use cases that you're gonna wanna do and so obviously i spend some time myself and spend some time working with claude two basically come up with some really cool prompts for everybody i'm giving all of these prompts on today's show away you can click the link in the description below so i have here six amazing prompts that are focused on marketing use cases i have another six four sales and that maybe that's another show maybe i'll bundle them in i know i'm still recording we're still figuring it but these are the marketing use cases that you can do right away with this integration and what's interesting is i built these prompts to basically be used in order so you would start with number one and work through them and i wanna talk to you a little about what they are we'll run a couple of them and kinda show the value of why something like this is important and while you should have your kind of marketing and sales data and your primary large language model whether it be cloud or chat we have the same connect to a chat for some reason you prefer that why this is a value so the six prompts that i think are the core foundational prompts that you're gonna wanna use to get better marketing results between your marketing data and your ll that's following the first thing all are really great at understanding your ideal customer profile it can build out this ideal customer profile for you and create a really specific content calendar so this first prompt it's building out three buyer personas for you it's creating a twelve month content calendar and a distribution channel strategy and five high converting lead magnets like that's pretty wild like that's basic a year long content strategy in one prompt and it's just one of the six prompts so i put this in just using claude four asana i'm not even using opus which is kind of the more powerful higher reasoning model and you can see what it's doing is it's starting to get data from that hubspot connector and it's telling you as it's doing it it's getting different types of objects and different data from hubspot and anytime you're doing an integration like this it takes not very long but it takes couple minutes and sometimes it'll ask for permission so you need to hit allow once or always allow that'll pop up sometimes you can see it's going and deep it's looking at all of this data in my crm to figure out exactly what it should be doing so you see here it's going through all of our different properties and objects in the crm and then once it gets all that data it then tells you that it's analyzing it and it's basically writing javascript to do analysis of the data and it's starting to create output one of the things to remember about claude right claude is amazing at writing code and it writes code for itself to do complex tasks this is a pretty complex task we're basically asking it to come up with our ideal customer profiles and make a year long content strategy okay so what it's finding it's based on a comprehensive analysis of hubspot data covering fifteen high value deals so again this is a demo portal fifteen deals not fifteen thousand deals you know key findings technology sector financial services and then it has primary win and loss reasons and so it came up with persona one the technology transformation leader persona two the financial services risk manager and it gives a full breakdown of who these are the company their pain points content consumption preferences this is really good really thoughtful the work that you would do if you were doing a bunch of research as a marker and the operations innovation champion this is all for fictional product that we have created just to have this dummy data and then it goes and it builds out a great twelve month call calendar white paper webinar case studies this is for a very traditional b b business so it's gonna have these kind of more traditional forms of content roi calculator and what's great about this as you're going through and it's like incredibly in depth right and you can download this and you can share this and it's coming up with a content calendar for each persona it's coming up with the lead magnets for each persona it's doing really good job the great thing about claude and remember claude is great at coding and it's really good at artifacts in fact i have done a show already show you how to build lead magnets in artifacts so what's great here with claude is if you're looking at this compliance playbook for example i can literally just come in here and say can you build this in an art artifact for me please and then i will just paste this in and i can take any component of this strategy that i wanna build on and obviously i can edit this i'm doing this more lightweight for the show and the purposes here right but i could take any of this content strategy and i can have it write it or code it out for me and then i can have it over here in the editor make it in my own edits and changes with it and get to an expression of my idea and my strategy exceptionally quickly going from idea to expressing that content and getting that content live and ready for a customer has never been easier never been faster than it is right now in the age of ai alright so it's building me this lead magnet right now we'll come back to that in a second so while it's doing that we can look at our next prompt so we get first prompt twelve month content strategy detailed personas the next one is marketing attribution roi analysis and so this is revenue impact conversion pathway mapping channel performance audit it so this is basically like having a marketing analyst in a prompt form so first we had a content strategist now we have a marketing analyst so we're coming here to claude we're pasting prop number two which is our analyst and it's gonna do the same thing it's gonna go and you'll see it kit it's hubspot data work through there and this time instead of looking at it as a content strategist it's gonna look at it like a analyst while that's doing its thing let's go back right over here to our compliance service playbook what's great is i've got a very v one now of my audit playbook and it has built all of this out obviously we need to brand it and do a few things but what we've got here is a basic assessment that you can go and you can start and basically code you know natural language go back and forth with it build on and you could you know build and share as a lead magnet for your business because again you can share this artifact from private to public publish that and share that with your customers or share that with an internal team is kind of like a spec that they could go built so what's great is cloud goes from helping you get the insights and answers for hubspot and to taking really good and really quick action in your marketing hey if you want the prompts i've been talking about here's what you do i have fully engineered these six amazing prompts custom for the hubspot connector for claude that just came out these ai prompts are gonna turn claude into your personal data analyst lead nurturing marketer ab b testing it's getting to roi analysis everything you need to actually move the needle for your business these aren't just random prompts i spent a lot of time getting these just right and you can get them right now you can scan that qr code or click the link in the description below now back to the today's show very cool so we went from hubspot data persona profiles to building a lead magnet in minutes very very cool second prompt here is our analyst prompt and it's getting all our data and so it's doing some number crunching while it's doing some number crunching might as well get prop number three going right i've trying to do all these live prop number three is building a lead nurturing campaign so this is if like you a revenue marketer email marketer who really really good at lead nurturing this prompt is to mimic that and help you get a good baseline of work as it relates to lead nurturing so this is the lead nurturing prompt its full breakdown of this is what makes a really good lead nurturing campaign i went back and forth of clot on this and now i can run it and it's gonna go and build me a lead nurturing campaign and so that's running let's check back in here on my data analyst what's really cool is in parallel you can have a content strategist a data analyst a lead nurturing specialists all working on these projects for you which is pretty freaking awesome right you can make a lot of progress in a quick period of time why we're doing this why don't we just keep getting stuff running and i will take you all through all it the next is a testing prompt so we're calling this the conversion rate optimization lab and basically gives you a conversion rate optimization or cro specialist to help you improve the conversion rates based on the data it finds in hubspot so we'll go over to a new tab of claude we'll paste this guy in and now it's gonna crank through and it's gonna do some things for a minute and while we're at why don't we just go ahead and do prop number five prop number five is account based marketing so if you are b2b organization you sell other businesses you sell maybe more expensive products and you need to get multiple people bought into the decision of buying your product you probably do account based marketing an account based marketing is super important and account based marketing campaigns are pretty specific right and they're a very different type of marketing you know if you were at a big company you would have an account based marketer marketing team who'd be doing this for you if you're at a smaller company you would be using something like this prompt that i'm given to you for free to basically create a draft campaign that you could go and execute so i've just run that prompt it's going to start our account based marketing campaign okay no we're gonna come back here because it's building out our email campaign so we have essentially here an email nurturing campaign and what i love about claude is claude is a very good strategist an analyst and it's not just spitting out like the different campaign elements it's telling you what are the insights it found high value deal patterns decision maker profiles so it's like oh there's one point six seven deals per contact high engagement c level is primary decision maker and it shows you the segmentation strategy because if you're gonna do marketing automation you then have to go and do a segmentation strategy and now it's coding some stuff for me so i'll let it finish that and instead i'm gonna go back to my attribution report so claude created an awesome artifact for me and it said based on a competitive analysis of your hubspot data twenty seven deals and two point five two million dollars of pipeline i've developed data driven attribution model that reveals significant optimization opportunities this analysis shows potential for eight hundred and seventy four thousand in additional revenue while reducing marketing spend by fifty six thousand dollars what founder what ceo what marketer isn't gonna want to at least take a peek at this type of insight right and it's super fast did it in a few minutes which we love and so it's now gonna walk you through the model of built hey here's an attribution model with weight assignments referrals organic traffic social media it's built a multi touch attribution model this is pretty complicated sophisticated marketing stuff and talks about channel performance so it tells you that referrals on organic search for the top two channels underperforming paid search direct traffic it gives you a proposed real of your budget it tells you what your current spend is gives you your recommended spend and tells you what you could expect in terms of return now do i think this is really good math no there here's the problem with large language models they tell you what they wanna hear like if i could spend four thousand dollars and generate eight hundred and eighty eight thousand dollars revenue of course i wouldn't do that that's not realistic part of this is it's also dummy data but you'd wanna basically go in and interact with any of these models question assumptions challenge and over a period of iteration but it's framing up of the problem is clear and allows you to get to a point where you can iterate through and get to a model with it much much faster and it's gonna just tell you things to cut the problem is we all do with marketing channels have overlap and the impact each other this is where the best marketing in the world right now is done where humans are in partnership with ai it's not all human it's not ai humans and ai working together are delivering the best marketing here's a great example yeah i can help us do a lot of this really quickly but if we just let do it all it's gonna make terrible decisions if a great strategy just comes in and works with the ai we're gonna make some really good decisions and i think this a really important example to show you now real quick back over our email templates that we've been working on because we got six different things that we got in the hopper right now we had our content strategy we had our attribution modeling now we have our lead nurturing and so it is creating the html templates and everything that we could just go and drop immediately into our hubspot marketing hub and get these campaigns set up and rolled out which is awesome obviously we're gonna wanna edit them we're gonna provide feedback but these are really solid first drafts of a lead nurturing campaign that probably would have taken hours in the past and we got it done in minutes instead of hours which is pretty exciting and if you're a company that is smaller you might may not be doing a lot of need nurturing this is a way to get going really quickly really easily okay we also have our conversion rate optimization tab over here and so basically what it's done is a conversion audit and so it comes in here looks at our deals one our traffic our company segmentation gap high impact ab b testing strategy every ceo is like hey what tests are we running how we're gonna get better and it's telling you hey our hypothesis c level executives need different information architecture than technical buyers i know for a fact that that is a good assessment of the problem to make now control create a generically landing page and then executive optimized page and that executive optimized page is business impact roi calculator book executive briefing so it's trying to tell you oh there are certain segments that need a different conversion approach different messaging and it's trying to set up the right tests for you to do that now some of these if you're in your business are gonna be pretty obvious and as you get more advanced you're gonna maybe get more value out of this but the fact that you could have a lightweight testing program that's can be spun up pretty quickly and you could have it write the copy for your landing pages do all that stuff just right here in conversation for example if we like oh you wanna do this okay well i can just come over here and say write the copy for this page and then it will spin up a new artifact i imagine and just like creating a lead magnet before or the email copy lead nurturing here it is creating a rough outline of a landing page for our test and obviously we're just still gonna add graphics we're gonna go to hubspot or whatever our landing page tool is build this landing page out and take it to market but it's a very good first draft because it's focused on this specific test remember ai is really good when you it has clear context and clear direction and all the data it's getting from hubspot crm in this case it's providing that context which is making the output way better than generic ai and so you see it go nuts here writer a copy and let's sake of time though i'm gonna go to our last one which is our ab campaigns and just like nurturing it's created an artifact and it's basically run through the campaign for you so what's interesting is it's created multiple first it has a ninety day ab campaign strategy and implementation kind so here's it's findings here the target accounts here the tier one two and three target account it has a we want legacy see insurance global financial group it's naming specific companies it's building all of this out it's setting up a week by week strategy tell you the technology you need and now it's created a separate artifact to actually create the given aspects and content and components of the campaign so literally within a very short period of time here i think we've been doing this for a little over twenty minutes but in twenty minutes you can have these different marketing use cases and go from nothing to a solid v one and then you can start interacting editing building and then get them deployed instead of in like weeks or months in hours or days and that is a really big game changer and what i have found the history of my time doing marketing is that there's so much like research thinking analysis that that takes a lot of time to like get to the insights get to the strategy and by that time marketers don't have a much time to make the message in the campaign great now it's completely opposite we're able to do that front part so fast that what you wanna do is take these initial drafts and ideas that are coming from claude and really edit and work back and forth with it to create a really remarkable strategy based on your unique buyer insights combined with the data and insights from the crm and if you're able to do that your performance your marketing campaigns is gonna go through the roof because you're going to be able to get more campaigns out the door they're gonna be more personalized and have better conversion rates because of that and that's what today's show is all about take advantage of ai and the data you have to do better work and do it faster i hope this has been helpful to you all again all the prompts are down click the link in the description below if you got questions please leave a comment make sure you hit like and subscribe and we'll see you real soon on marketing against the grain everyone we were right back to the show but first let me tell you about a podcast that i love it's podcast called i digress it is hosted by my friend troy sand it's brought you by the amazing hubspot podcast network the audio destination for anyone in business and i digress is great it's got thirty minute episodes and the podcast is all about helping you eliminate complexity complications and confusion in your business it's really heavy in frameworks and strategies to help you scale and sustain your success and you know recently troy had a really great it was called branding secrets leveraging style to change the narrative boost influence and profits and that was with his guest toy sweeney it's really good you check it out and you can listen to that were all the episodes eye digress anywhere you get your podcast

hey everybody come with me we're gonna try the brand new complexity comment browser and it's very different than everybody thinks it's really like an ai agent baked into your browser that can do so many things i didn't even realize as possible and i think it's a good window with a future of how the internet is going to work i've been walking you through setting it up and all the ways to use let's get to today's show before we get into today's show here's a quick word from hubspot cutting your sales cycle in half see a it's pretty incredible but that's exactly what sandler training did with hubspot they used breeds hubspot ai tools to tailor every customer interaction without losing their personal touch and the results results were pretty incredible click through rates jumped twenty five percent qualified leads quadrupled and people spit three times longer on their landing pages go to hubspot com to see how breeze can help your business grow a alright so we are going to get started so all i have done up to this point is download loaded comment browser you could do this if you have an invite code or if your complexity max subscriber those are the two folks who have access right now and now it says unlock your personal assistant pick up where you left off bring your browser history settings bookmarks passwords to the common experience i don't wanna do either of those i'm gonna do this later your profile name i'm gonna just give it my full name here and then i'm going to pick an icon i really like this guy here i like the device mode the best k do i wanna set common as my default browser i'm sorry not yet guys not yet i don't know i don't know if you're good enough to be my default browser help us improve the product sure i will do that so now we are here in the comment browser the looks very similar to safari and chrome and whatever web browser you might be using at the time now it says try comment assistant master your inbox and calendar interesting delegate basics get the gist in seconds oh summarize automate clicks browse your voice i'm not sure what that even means quickly find answers in your history and get insights in one click and then it says reference any tab for precise answers i'm not sure what all this actually means but we're gonna figure this out yet gonna be great so i have signed in to my browser and what you'll see here is instead of a search blank like you might have google if you're using chrome i have a prompt blank for ai and for complexity and so it's giving me some prompts and one of the big things you need to understand about comment and this next wave of browsers is that they're calling themselves ai native browsers and they're ai built in and they integrate into everything you're doing and so one of the things that's saying here is what is my schedule for monday let's try so just so readiness anytime you're doing anything with claude with chat gp with complexity comment and you wanna use data that's in your gmail your dropbox whatever may have you you're gonna need to dive in settings and enable some connections so i wanna enable here so alright so now that i've signed in i am giving complexity some access i'm gonna say hey go nuts man because i just wanna test this stuff out i wanna do the same thing for google drive selecting all there i don't need dropbox whatsapp up that's interesting i might do that later that could be cool so now i have all this setup up so now i should be able to do some cool things so one of the things i can do now is try comm assistant let's see what i can do can you help me prep for my first meeting tomorrow morning it's all i set a very basic prompt when we're using a new product like this i wanna intentionally be basic alright see so it's got some events here it's got a hubspot helps planning thing which is charity initiatives and it gives me some prep tips and everything to cover it's fine nothing too crazy here it's fine can you help me respond to some of the most important emails i haven't yet answered it's finding like some notification emails it wants me to respond to those are not right prioritize emails by sender and urgency this is fine what it will say about this is it's very fast so far it's integration with my work products have been very very fast which i certainly like let's go back here to comment says master your account in your inbox that's clearly a use case it seems fine it seems like i'm not coming with like the best use case is probably right now let's see what else we should would delegate basics what does this mean put together a grocery cart on insta cart for me from walmart i would like butter chicken okay so this is would be similar to like open a eyes operator so let's see if i can give it a marketing task can you go and you search ram dot com shout out to eric and cream and our friends at ram can you research ramp dot com and give me a breakdown of three two five ways they could improve their marketing by browsing their website and can you then put those recommendations together in an email to their c cofounder see what does so it's going as doing some research on ramp highlight direct customer outcomes with video and social proof make ai automation tangible with product demos they do a lot of this stuff address onboarding support and trust concerns up front personalized for segments and use dynamic content here is a draft so they got eric and cream right eric and cream are the c cofounder founders and ramp shout out to those guys and it's a solid email and you can now rewrite or export and when i say export p markdown doc i can share this with somebody else to review that's all pretty cool can you draft this in gmail for me can you i think one of the big wins about complexity comment that is really important to know is that a lot of integrations with these ai tools are kinda read only like they can go get information and give it to you but complexity comment can go get it and do it for you so here's what's interesting i did this intentionally i did not tell complexity what eric and kareem emails were right this pretty sweet right if i've got a company i could do the research i can get a first draft of an email written i can then go and review that email and i can get that email off to whoever i basically decide as the right fit of the company pretty interesting and it's a creating a draft and email incorporating the marketing recommendations so it did all this and then i said emailing done emailing rejected so we don't actually need to send this email but it's pretty cool that it could basically do all of this and send it through your in this case gmail because that's where we're using all this early products like this i think it really does depend on what tools you use for your business like the google tools are just easier for a lot of these companies to integrate with and so that's why google is an option here and so that's pretty sweet that's a pretty cool sales use case that i had quite considered yet so that was kinda showing the web browsing and the emailing feature which is pretty cool get to gist seconds what heck does this mean also it has a summarized feature well i'm gonna especially like this for youtube so you know youtube dot com you know go to marketing against the grain baby because we love marketing against the grain hit like and subscribe if you haven't and so let's go let's go to kirin vibe coding oh you're vibe and kirin what happens here is that it's summarizing the current web page one of the things i love most about g ai for example is that it does the sum in context around an individual post on x slash formally twitter and so what they've done with per complexity is bring this feature to any webpage which is pretty awesome so you could imagine if you were a marketer doing customer research a salesperson doing prospect research this sum could be very valuable in putting the final in product together so basically takes kira video and breaks it down and the v outlines a process where marketers can quickly create minimum viable products and code power experiences to attractive divert their ideal customer profile and like that's pretty sweet let's talk ai strategy because having the tools is one thing but knowing how to use them together that's the game changer the top players have nailed this and we've mapped it out for you in a no fluff guide featuring forty plus ai tools and structured a process to build your own ai toolkit grab the guide and transform how you use ai the link is in the description below now let's get back to today's show so that is summarize what are the other stuffs up here this is like favoring secure connection getting me the link i think this is just showing me what the media i have available to play so i think oh yeah so that's such interesting thing so i can be on any tab but just come here and it'll show me the different media i have open i can pick and i can choose to play it i can choose to cast it it's actually a pretty sweet just general browser feature that they're doing there which is pretty cool now we've talked summary what happens here oh this is the voice assistant as once my microphone so let's see alright yes i had some questions about this video i'm looking at this video from kieran about building web tools for businesses i'm a landscaping company in columbus ohio called leaves of grass and i wanna attract more local clients to my business could you tell me how to use the advice in this video for my business the video talks about using vibe coding to create simple interactive tools that attract potential clients by providing value upfront for a landscaping company you could build a tool that helps homeowners visualize seasonal plant recommendations or estimate lawn care costs based on their yard size this kind of tool can attract local clients by offering them something useful and engaging upfront alright so what we saw happening right there who was a new type of voice browsing that i think is really interesting and very compelling you know it's kind of funny because it's like why do you even need this sum feature if you have that voice feature and because one of my core things with artificial intelligence is that it allows the internet to go from answers to action it used to be i would do all this research i get all these answers then i would have to go and figure out how take action now i can just talk to it it's like cool i think this video on bio coding is cool how does it apply to my business what some things i could do and i could just keep having a conversation and i could go straight from that to have it actually speck out a tool like we've done on a previous episode of the show if you haven't go back check that out and that's just like a pretty fundamental different experience researching and using the internet and in some ways i think it's going to be one of the things i like about a desktop browsing experience in the future where like desktop browsing is becoming very multi modal not just text and click but talking and i'm sure soon video two way so that is very cool the voice to build the browser awesome and i can see if you are a marketer like being on a customer's website asking questions about their business getting all the information you would need to build campaigns to build sales emails all of that ridiculously get the assistant just opens up this window and what's interesting now too is like i was saying you can bring the ai experience to any page you're at on the internet which i find to be pretty freaking awesome and so you can summarize this video you get the key takeaways find similar videos run a fact check let's see what if i say find similar videos so level versus bolt i've tested every hyped day tool that i only kept using these so give you a bunch and links out to all of them which is cool if you want more from the same creators you can also explore the main marketing it's the grain youtube channel for a broader library so that is just like toggling an assistant experience into anything which is pretty awesome and i like that a lot and so you can ask questions about your calendar you can have it right for you draft for you create new things for you pretty interesting so far favorite pages get the links that you got your tabs up here so that was getting the gist seconds i you think that's a good thing now we can automate clicks okay how are we automating clicks alright so it's basically saying starting from the tower of london create a walking tour so it's basically building a custom route in google maps for you that's very cool so this is again because all of this in the browser it can take control of your browser and do a lot of the steps for you and save you a lot of time do something in seconds that would have taken minutes then you can browse with your voice we were just talking about that i thought that was like a pretty compelling dim registration you can find answers quickly in your history like that the idea of browser history has always been something but an ai browser with memory i think it's gonna be very very powerful and then you can summarize and do all the stuff we talked about there and get precise answers and so what does that mean so you're opening a bunch of tab which of these bikes will ship to me the fastest oh this is pretty sweet gonna do the full research on these different products and figure out how to get it to you quickly which is pretty awesome i do like that product a lot so there's a lot here i think the biggest and most interesting features are the writing to calendar in gmail from just a pure productivity perspective for your marketing and sales efforts i think sum in the voice browsing our next level i think your ability to just learn in an ai native browser and there's other ai native browsers that are out and they're gonna be coming we are about to have an all out war in the browser world i promise you that for sure is going to happen google will have to launch a totally reinvent reinvented version of chrome you're gonna have open ai i'm sure with the browser out soon and it's going to basically who can win the browser war so if you are the average marketer out there you're getting started with ai is comment worth it i just did the full unboxing for you so a couple things am i gonna continue using it i think i am and i think the large i'm gonna do it because it can write to my email in calendar and take information from my browsing and help me get it into email in calendar very quickly i wanna spend some time working with it with google docs and a few things to see one is the compatibility good and and everything but also just like how's is it working and it can i build some flows there and if i build some really cool flows i'll come back onto the channel and showcase those a little bit more as well and so i think i'm gonna use it for that the voice browsing and the sum are gonna be my early use cases for sure i think i'm just gonna commit to trying to use it for the next thirty days and i'll be back with some deeper lessons i'm sure soon will have open eye eye or somebody have a competing browser and we'll do a full side by side there'll be lots of things coming if you're a complexity max customer which is expensive two hundred dollars a month you can go ahead and try this or if you have an invite i have invites i will try to find out some way to give away some invites to folks i will look that up and we could post it in the comments below but otherwise like subscribe more comments coming you can also imagine what marketing is going to look like when this is going to be a sample of the modern browsing experience what your website looks like is going to be less important than the information and the depth of information there that somebody can go take an action with and it gets one of the big takeaways i would have today this has been fun i hope that you liked a cool unboxing and deep dive into complexity comment please let me know what questions you have i'll answer those down on the comments and we'll be back real soon on marketing against great somebody everyone we were right back to the show but first i'm me tell you about a podcast that i love it's called i digress it is hosted by my friend troy sand it's brought you by the amazing hubspot podcast network the audio destination for anyone in business and i digress is great it's got thirty minute episodes and the podcast is alt about helping you eliminate complexity complications and confusion in your business it's really heavy in frameworks and strategies to help you scale and sustain your success and you know recently troy had a really great upsell it was called branding secrets leveraging style to change the narrative boost influence and profits and that was with his guest toy sweeney it's really good you check it out and you can listen to that were all the episodes provide digress anywhere you get your podcast

chat agent is out it combines open ais deep research operator mode and the intelligence of chat to help you do everyday tasks now you're probably watched some content already on chat you're probably heard a lot of big claims but is it really any good well we're gonna put it through its paces with three core use case is that any marketer or growth operator or someone who's is looking to grow their business would want to use chat d agent four so we can actually give you the unbiased version should you use this or not all of that and more on this episode of marketing against before we get into today's show here's a quick word from hubspot cutting your sales cycle in half sounds pretty incredible but that's exactly what sandler training did with hubspot they used breeds hubspot a tools to tailor every customer interaction without losing their personal touch and the results were pretty incredible click through rates jumped twenty five percent qualified leads quadruple and people spit three times longer on their landing pages go to hubspot dot com to see how breeze can help your business grow okay so chat agent is at with every great launch there is a steady stream of big claims made especially if you hang about on actual youtube and i for once have access to a tool that has just come out i am in the eu we do not normally get this privilege i'm not sure what's happened maybe they've messed up in some ways but i've access to the tool and so i've started to play around with it now off the bat what i would say is i have not felt a lot of noise around this launch as much noises as i would thought right there's the obvious youtube video is spring up the x claims that everything is incredible there's wild examples but it hasn't been as noisy as i would have thought it's a pretty cool tool it combines attached bts deep research which is a great product its ability to do tasks via operator and then just the intelligence of chat all in one agent and we've heard forever that this is the year of agents i do believe that will come true at some point a lot of agents out there have really not met the needs of of users we're really still trying to have agents be as good as we want them to be and so is this a major breakthrough is chat figured out how to create an agent that can really start to automate tasks not just retrieve information but actually take action on that information and do things for us this is the future we have been promised now like any good launch these days the benchmarks come at along with the launch and they always look really good so chat agent here on humanity's last exam where it's able to do expert level questions across different subjects wow looks really really good very very impressive this is the one that really i think matters a lot which is its ability to create tasks or do tasks measured against humans abilities to do that they estimate me a time for human to complete task and you could see chat agent is really starting to show signs that it can do tasks and is comparable to a human i think one the stats i heard is it was about better and fifty percent of the cases than the average human it's pretty good at financial things i actually wouldn't mind trying this one that which is investment banking model tasks and then it's pretty good at math and so when you look at the benchmarks each new launch does come with a set of benchmarks and know those benchmarks look really really good and so you would say wow this is an incredible tool i really need to start to use that now what chat agent is and i'm gonna show you quickly some use cases we're gonna demo it here live it provides the agent with a virtual computer to do all of these tasks so the verb the agent has access to tools like web verizon and these different tools and it has the ability to complete tasks within that virtual computer and the ux experience is actually really really nice okay so i think this is like one of the more common tasks a lot of the research task use cases is still very heavily reliant on the deep research which is part of the agent's tool set but this one here is going to allow us to create a competitive matrix from ten companies competitors so we're gonna give it a domain on in this case we'll just give house hubspot and then we're gonna research ten closest competitors we're gonna go to their website visit all of these different pages then we're gonna build a competitive matrix then we're gonna highlight any gaps or opportunities not covered by these competitors because we've been on their website and we're gonna put this in a structured table and we have some constraints and then we have an output format so this is a pretty good one like you and days past how long would it to take someone to build a competitive matrix able to take in your competitive analysis team we your product marketing team some amount of time to be able to do this and so we are going to switch on the agent mode look at me i have access to agent mode i'm just so happy that i actually have access to something near enough in the same time as other people around the globe have access something i feel like i'm living in a very forward looking country right now that's probably the only time this will happen so we switch on an agent mode which is pretty cool has like some suggestions of what i can do you can see a lot of them are like everyday tasks reserve tables catch up and team conversations order the pizzas audit fast fashion versus okay schedule grocery delivery for tomorrow so like i need to look at that one i didn't know you could schedule tasks because that would be pretty cool but first of all let's i think let's run this one and see how it gets i'll cut the video you don't have to watch the full thing but i wanna show you the ux where to kick this off and you can see it's going to bring up its level virtual computer which is very very cool so it sets up its desktop turn on its laptop sometimes it has to turn it on and off if it's not working the way it wants it to work just like all of us okay so i really like this so you can see it has its little virtual computer and you can see that it started to actually do these tasks go into zen ask i think this is a really slick ux experience you have these little options here you can switch between this mode and see the little screens here or you can switch back to desktop mode you could take over the browser which i'm not gonna do because i to run this so again i actually think this is very very very cool let's let this run and then come back to see what the results are now again because this is the future we do live i'm gonna kick off the other two as well at the same time so we're not gonna slow down here so let's try to use all of our credits and won't go and kick off some more things here and so i'll switch to a different screen you're watching one of my workers at work let's kick off another virtual worker because this really is the future we are going to live where we're just gonna have a bunch of virtual agents doing a bunch of stuff for us so we have one go in there okay so the next one i'm gonna show you which i think is a interested one it's still another research one but actually i think is an interesting one to see you i actually don't know how this one will work because what i'm asking it to do is reverse engineer and ideal customer profile by analyzing real linkedin profiles and so i'm wondering doesn't have access to linkedin profiles what i have found and i am building a bunch of tools and so i have had to dig deep into this they all do have access to linkedin profiles when you're doing it through the interface through this when you're doing it through the api they do not inclusive complexity so if i want chat tb to pull back information around linkedin profiles it usually camp makes sense because they probably don't want people to lend tools that's sc bunch of linkedin content and so what it's gonna do is reverse engineer the customer profile for cmos in the united states analyze real linkedin profiles it's going to identify five chief marketing and officer profile it's working in the us preferably b to b saas it's going to then take all of that data analyze those things and then start to create a actual ic that is a pretty good way if you were a smaller company and you wanna be really scrappy to create a first version of your ic is actually pull a bunch of linkedin profiles which are people you would sell your product to and put them into one of the ai tools and have it build an ideal customer profile so for people following the along an ideal customer profile is this is the traditional representation of the people we actually want to sell our products to we want to market our services too it actually helps me tailor my entire strategy towards a specific person towards a specific you know demographic and so this is a really good way i think to create a first version of your audio ideal customer profile and we are going to kick this one off so that one set up its computer my other the worker is working away here and so why don't we kick off our third how productive am i gonna be i might actually just you know take the rest of the day off alright the third one is like close to my heart because i am a fan of a tool that i use a lot called gen spark and gen park is a ai agent that is able to craft really great presentations now one of the things that we saw in the demo for chat gb agent that was front and center as a use case was its ability to craft slides and i wanna put it through its paces along with gen spark and so i'll run this prompt in open ai chat gp agent and i'll also run it in gen spark and we'll see which of those tools does the best job gen spark is an ai agent has a lot of different agents one of them allows you to create presentations so i'm gonna show you that as well and so let's kick off another little worker put my own virtual team whatever you think about the results think about the way that i'm working because this is how we're going to work in the future this how we are going to manage work alright so you are a competitive presentation specialist we're going to research we're gonna create a competitive analysis presentation so again kinda similar to the other ones because we wanna continue to use the core functionality like deep research its ability to craft that information into things and take action and so in this we are going to actually have it craft a competitive deck on hubspot again one of the use cases here that if this worked really well is in the future you would have one of these created for target accounts for sales right so the contact would come in we would qualify that sales would create a deal and you would automatically kick off an agent to create a deck around that target account so these use cases can all be integrated into your go to market in some way and so we're gonna kick off this one here which i'm asking it to do an executive summary which is two to three sentences and then some slides just gets a little messy because we're a public company i'm not gonna to be pulling an internal data to show you here so i usually use synthetic data but for this i just wanna use external data so these are the slides here i did give it a structure and so we will turn on our agent mode okay like let's kick this off okay so we're gonna give it the same prompt usually what i do with jen's park to be honest with you is not prompt that in this way i have an o three assistant that i have trained on how to create great presentations and so i would normally have the o three assistant create prompts for me i didn't do it in this case so this is the loser than i would normally prompt gen spark some i'm interested to see how well it does and let's kick off gen spark okay so we have four different agents run one of the things you'll realize when you start to do this at scale is you really do need like a dashboard for all of your agents right i wanna be able to see how all of my agents are progressing at once how many agents have actually kicked off i start to lose track i think this one is finished actually this was the one that was building the competitive matrix everyone we were right back to the show but first let me tell you about a podcast that i love it's podcast called i digress it is hosted by my friend troy sand it's brought to you by the amazing hubspot podcast network the audio destination for anyone in business and i digress is great it's got thirty minute episodes and the podcast is all about helping you eliminate complexity complications and confusion in your business it's really heavy in frameworks and strategies to help you scale and sustain your success and you know recently troy had a really great episode it was called branding secrets leveraging style to change the narrative boost influence and profits and that was his guest toy sweeney it's really good you to check it out and you can listen to that were all the episodes of eye digress anywhere you get your podcast let's first dive into the one where it took the linkedin profiles you can actually i think go through its work this is what i wanted to do i can see here the actual chief mark officers and how it's pulling those linkedin profiles i really wanted to see if it was getting them from the linkedin profiles versus getting them from sources which i see it pull in here so with pull the cmos that we wanted to pull we have some cmos here gives you some patterns which are pretty cool then it gives me an ideal customer profile so it talks about company size now we could a specified company size although i don't think it it could've have got the company size i think from linkedin we probably should have push on that talks about the industries talks about key responsibilities pain pinpoint common goals buying triggers which is pretty cool preferred tools their decision maker power cmos have significant budget for marketing and software and services are often collaborate yes message and tone that resonates so it gives you some messenger and tone then how do you position your product for the cmos so i think that's a good one this one instead of actually getting it from linkedin profiles which are public but it has used other sources i think you can play around with this use case but pretty cool right you would be able to reverse engineer real profiles if we figure out how to get the data from linkedin or in this case you can figure out how to reverse engineer real profiles from publicly available information about these folks the other one i think is cool is that they went to visit all of your target competitors and so we have the different competitors it went to see salesforce z active campaign mailchimp adobe all of these different competitors it visited their website so it's pulled out a ton of information here features pricing position in taken from the website salesforce scroll faster and we're smarter all in one crm with ai agents and unified data this is super cool actually it's pulled the position and convert more build last relationships and grow your business resilient with the magic of contextual ai and thoughtful ui it's actually pretty cool to actually just see all of the different ways that people are using ai in their strap line so that is awesome then it goes who are the target audience it's got me the target audience for all of these competitors and then the differentiator so what does it got for hubspot broad ecosystem extensive free tier strong content marketing tools let's pull out another competitor to see what they think is differentiation let's go pipe drive high visual intuitive interface ai powered suggestions affordable entry large integration mark please so i think that is actually really cool i could play around with this for ever actually to pull out some more information around competitors in different ways executive summary giving me a good executive summary here underserved features and market gaps integrated customer service many competitors concentrated concentrate in sales and marketing automation few apart from hubspot service hub provide robust customer service tracks so that's pretty cool affordable omni channel marketing and vertical specific solutions strategic opportunities leverages helps hubspot unified platform expand the ai capabilities provide a complete front office suite so it's done a pretty good job here let's get into our last one which is still ongoing which is the big one the presentation against gen spark but we should go over to see what gen spark is doing okay gen spark look at that gen spa go what a great tool i'm sorry but i think open ai is gonna struggle to get anywhere near as good as as kudos spark i feel like i need like the kinda clock counter d and and i don't you might i'll get that in the usa i think that's like a from a show that's in uk but come on chat cheap t agent this one one of your primary use cases we have like gen park is just like look at this this is so good like my prompt wasn't even that good for gen park it's not as good as my normal one and this is kind of blowing my brain how good i use gen park all the time and i'm just kind of my brain is a little milton here how good this actually is it's kinda like gen park for presentation is a little bit like rep or lovable for code it's just figured out i how to do it and no other agents have really figured out how to do it like you're a marketer and a big enough company you're doing like presentations all the time what a time save this is right who wants to spend their time doing lots of presentations versus actually doing the craft but it's a great way to like communicate things and so they are needed but like the other thing just to do so we're clear a gen park pulled all of this itself i just asked it to go and research these things i didn't give it that information i'm mostly just doing an advert for jens spark now please gen spark i need to get the founder on and if anyone watches this and has a contact with a founder please let me know okay so it's obviously pulled that externally but i would have to like validate this but it's like pretty close of what we did alright we'll check back here i do have to be somewhere in twenty twenty six and so you know if it's gonna take another six seven freaking months to finish this you may have a new presenter finish off the end of the video who are you alright so after a good forty five minutes it is back with a presentation look if you had given us this months ago before we have tools us like gen park this would seem pretty cool given me the financial it's gonna be competitor feature comparison against ai automation price ecosystem and smb so it's given me some like feature comparisons here to other companies give me a little sw analysis here which is kinda cool give me some market gaps and opportunities some strategic recommendations so for forty five minutes i don't think you're saving that much time compared to jan park which is like less than five minutes it still has a ways to go i think for some tasks for sure but i think one of the things i would take from this episode so we went through three use cases it's pretty good again a lot of the goodness is coming from its deep research tool which is just a great product i have not put it through its paces as much on how to create action we did that once to create a deck which is a very common use case for marketers and knowledge workers it took forty five minutes to be able to do that and that's a long long time comparable to tools like gen park i still think these tools have a ways to go they are making progress and what i would take away from this video is just the way i started to work right i had four virtual ai agents complete tasks in parallel for me and so at some point i probably could have hundreds of these things working for me and that is just a very different type of day that i'm going to live where i can just kick off all of these agents and they're were able to do tasks and i think what i would look at here is how much better chat agent is than operator like what is the difference between those two things and then do i expect this to get much much better over time and i do and so i do think it's worth playing run with it starting to figure out where it can be useful and then over time assuming that it's going to get much better or you're gonna have comparable tools that are much more specialized in certain areas like a gen part for presentations where you're gonna have these agents be able to do things for you so that's a chat me the agent i think it's cool it has a ways to go in some ways to do like a lot of things for you but definitely work digging in and starting to see where you can use it in your day today

vibe code in all the rage on the internet every single person you know is probably vibe code something but is it a really critical skill for us marketers to learn and anyone else who wants to grow their business should we be learning how to vibe code and learn to work with ais to build things well in this episode we're gonna go from no idea a rough idea of our audience to get in an credible idea and build in something for that audience in hopefully under twenty five minutes so let's get into the today's episode of martin against the grain before we get into today's show here's a quick word from hubspot cutting your sales cycle in half sounds pretty incredible but that's exactly what sandler training did with hubspot they used breeds hubspot ai tools to tailor every customer interaction without losing their per personal touch and the results were pretty incredible click through rates jumped twenty five percent qualified leads quadrupled and people spit three times longer on their landing pages go to hubspot dot to see how breeze can help your business grow alright so let's start with a really good linkedin post from jason le it really caught my attention because he is in the depths of vibe code and i am in the depths of vodka code and actually i had a post that was just about to go live when i saw his and so like he talks about the fact he was at five days with v five code and with rep for everyone who wants to know what is my v code stack he's using rep i have a team account with rep i have a team account lovable because i have some people who are actually better developers than me working alongside me and i'm gonna get into that point and a little bit a time we are also using cursor we are not using cursor code i've have heard it's incredible so that's really what we're using is claude rep cursor and lovable and team accounts with lovable and rep now he's using rep and basically talks about the fact that he was v code all weekend can super addictive he was burnt talks about the fact that he thinks he can get pretty far with vibe code in but there is still a lot of challenges would get into a kind of point where you can create something that is production ready that you can just create an app via code in and ship something and it's production ready at let's go and show you one of the apps and building and now again i'm trying to get some equal air airtime to a rep and lovable because they are both great tools i use them both for this episode we may actually do a little bit more working rep i could have done it in lovable but we have anton hopefully coming on the show i'm gonna actually use a lot of lovable ant anton the founder of lovable just raised one point eight billion dollars no big deal done it in their very first year business pretty absolutely amazing and we're gonna have ant anton and hopefully on this show were gonna feature a lot of lovable and so in this i thought i would give rep a little bit of time and do some vibe code in in rep but this is one of the apps right so i can talk because i'm actually doing this there's a lot of people talking about vibe code i think online they're not actually building real apps and so you can see this is just one of the apps i have others in rep and others in lovable this is twenty six thousand lines of code so far quite an impressive code base thank you very much lovable now we're gonna get into actually giving you a walk through and show in how all marketers could be builders in the future and i think that's going to be true i think ai enabled marketers are going to have to build code powered experiences versus content experiences and we can show an example of that but for someone who has been vibe code and thousands and thousands and thousands and thousands and thousands of lines of code each and every week it is a really addictive thing i think it's probably the most addictive thing that i have ever done in my career now i graduated from university and computer science i spent some years being a very average software engineer i've talked about that a lot in interviews and other things i always wanted to build i started my first company in third year in university it was a community site you could basically build communities around cities at advertise businesses we went to door door and we sold ad sales and we had to coat things and really my stumbling block each and every time was i just was not a great code right i was great at the idea idea i was great i'd understanding how to bring things to life i was great at understanding how put things into the product that would help me grow the product distribute the product i just could not code alright i would sit there hours at nighttime read my code in books and i would read read read read read coco code and then i would wake up in the morning and i would be like i don't remember anything literally don't remember anything that i did last night anything that i read i just does not stick into my brain but i'm still quite technical and that's why i did okay when i went into marketing because i had a good blend of creativity and technical skill set like that's like actually quite hard to find and so vibe code has been really addictive because i can sit there at nighttime and actually build things get minimal viable products and actually work alongside the ai to bring ideas to life now i do find it really challenging at times to solve bugs and even though i am quite technical and can dive into code what i have found is the ai at times will fix one bug create several more bugs and it becomes a game of whack mole and you're like oh like fix that bug fix this bug fix that bug no i didn't tell you the fix that button book i didn't tell you to do this please just fix the thing i want you to fix and luckily i have my bro who's very technical and can fix things for me because he is working on these sites with me and i have another good friend who was working with me with on all of these kinda different websites and that person is an incredibly experienced developer so i do have help and i think if i did not have help i could not get as far as i'm getting with some of these apps and so what about the market here today if you're are watching this and you're thinking to yourself well should i start coding things for my audience and i think what i call if code powered experiences which is build and lightweight tools and these kind of things for your audiences will become a big party of your marketing in playbook but how do you do that well let's show an example of how simplistic that could be because i think if you were not trying to build fully fledged apps which i am doing and you are just building lightweight tools for your audience then i do think a market tier can actually integrate the skill set into what they wanna do and use that playbook to grow their business and build things of value for their audience and so we're gonna get into it now the first thing we're going to do is we're gonna pick a company to build a lightweight at four now this will be a first version because i'm on the clock i have about fifteen to twenty minutes to do the show i have not prepped anything things i wanna show how easy it is i've hard stop have to be somewhere but that's a good thing because it's gonna force me to go through this and show you how easy it can be in real time versus having a bunch of thing prep now there's four steps we're gonna go through we're gonna pick the company then we're going to build an ic an ideal customer profile then we're gonna use that ideal customer profile and we're going to user prompt to take that ideal customer profile and create a list of potential code powered experiences which are really lightweight interactive tools that i can build for that audience to attract them towards my brand these code powered experiences we're gonna have a prompt do that for us and then we're gonna take one of the best ideas and we're gonna have rep on this occasion build it but again i cannot emphasize this enough rep and lovable are both incredible tools and i am not taking sides in the ai assistant code wars because i think there is a giant market when everyone becomes builders and these tools are going to be and already are incredible companies okay so let's build the ic now we're gonna do something fun because there is you know competition heating up in the ai code space lots of great companies we're gonna pick rep because we're going to build on rep and we're going to take the ic ideal customer profile of a market here who wants to be a builder and integrate that into their skill set use rep which i think is pretty fun so let's use per complexity pro labs i'm gonna use the lab feature you can see down here it's a great product now you are probably not an ai dj like me and have subscribed to every singular tool and in some cases team accounts so you can use whatever tool you have access to it will be okay i love deploy labs for a lot of the research things that i'm doing and so in this case what we're going to do here is say that you are an ai market research analyst you're gonna create an ic for the builder marketer and now i actually think this is a real persona for both lovable and rep so if anyone is watching from those brands think this is a great persona for you all it's a real one and so we're gonna go through i'm gonna talk about the job role their ambition is really to use vibe code in in ai environments we're gonna talk about rep specifically here for this example and the fact that they want to create these apps for list growth and lower hack and all of these different reasons and then we're gonna say hey give us this snapshot and we wanna include all of these things like their goal the pain points the motivations we we need this to actually build potential lightweight apps that we can build for this persona and that's gonna be the next step so let's kick this off and we are going to get going to build this ic now ai is really incredible to build a detailed ic this is just a very lightweight one if i was building this really for rep and i was internal to that company obviously i would have access to a lot more internal data unstructured and unstructured and then external data unstructured and structured that i would use ai to craft they perfect ideal customer profile for the build a marketer and then i would use continual feedback from that group to actually refine it over time so i don't want you to think that this is a recommendation for how you get the ideal ideal customer profile but it's good enough for the examples that we're gonna go through so let's kick this off okay and i will just say if anyone for per complexity is watching and i actually do have some contacts so i'm going to hit them up but i really want access to comment now i do wonder if the reason i haven't got access to come is because why i'm in the eu everything seems to take a little bit longer in the eu okay we're back okay so this is the ic the builder marketer represents a new of growth to demand marketers at start up to mid market companies with leveraged via code ai environments like rep to ship lightweight web app calculators and micro saas lead magnets pretty true they sell critical challenges of demonstrating value through building not just talent again true achieving faster list growth lower c and differentiated brand authority lower c hack is really coming from these kind lightweight apps there is a moment of time right now where your real viral vitality is through the product demo if you can have like really cool product demos primarily for like ai tools you can get a ton of viral vitality that used to be from you know the internal app metrics like invited people all of the things gonna drop box invented but it really is through the product demo so we have some really great stuff right we had a key market insights where the average b c reach in this number marking side in predictable demand engine as a number one pain point like really cool stuff here technology the emergence of vibe code and popularized by andre cap pratt in early twenty twenty five talk about here traditional competitive advantage yes traditional lead magnets are going away private to market these kind of code fired experiences and much much better strategic implications for vendors for marketers market time recommended engagement strategy so we've got enough here to run the next prompt so here is a pretty killer prompt actually alright so what does this do it's a an elite marketing code experience researcher basically what it's going to look at is your ic and it does a lot of work itself to try to figure out what are lightweight apps that it can build for or the marketer can build for this ic to retract that ic to the brand and it's going to do some pretty great things where it's going to pitch them and then stack rank them and it stack ranks them by relevance viral vitality potential effort and confidence in terms of being successful so let us run this so basically what we're doing now is like we have an ic we want to build lightweight apps for and another the thing you would want to do is only do this for ic that would use lightweight apps right there's no point doing this for an ideal customer profile that these kind of things would not be relevant for now i would say rep building for the builder marketer that is a perfect persona to build these kind tools for so we've got the right ic to do this and now it's going to take that ic and say what we don't actually have any ideas like what are good examples of lightweight apps we can build for these folks and so we're going to run that we're going to run this in chat o three stole my model of choice anyone who saw the g for breakdown i am still continuing to use g four side by side because it was so impressive on the benchmarks but o three is still my model of choice right now hey everyone we right back back to the show but first i'm me tell you about a podcast that i love it's podcast called i digress it is hosted by my friend troy sand it's brought to you by the amazing hubspot podcast cast network the audio destination for anyone in business and i digress is great it's got thirty minute episodes and the podcast is all about helping you eliminate complain complications and confusion in your business it's really heavy in frameworks and strategies to help you scale and sustain your success and you know recently troy had a really great episode it was called branding secrets leveraging stuff to change the narrative boost influence and profits and that was with his guest toy sweeney it's really good you check it out and you can listen to that were all the episodes of i digress anywhere you get your podcast alright we are back okay so we thought for a little bit of time and so here it recap the ic snapshot so again this is our builder marked triggers and then gives us some insights about why that is a good ic to go after and so it says things like the low code no code market has reached forty five billion and twenty twenty five it shows you the source that it got this from the budgets are already earmarked for diy bill to us like rep so for example eighty four percent of learner devs using ai code assistance so that's a big population of these folks are going to need tools like rep and others i thought this kinda cool pulled out carp path via code and meme that went viral this kinda started everything in february cultural signal non traditional code feel power to ship apps right and then it's gonna talk about some of the reasons it's picked i'll show you now it's picked an idea around calculators so calculators yield higher quality leads versus quizzes in twenty twenty five tests points to roi calculators as both through conversion plays so tries to pull out some insights on kind of ideas it's going to share and i took a quick look these are good ideas most of these ideas for rep are going to be things that rep would build that the marketer can then replicate to generate demand for their audience would makes total sense so if you're trying to attract this kind of builder marketer tier you would build them an array of different temp apps that they could easily copy and paste and use the ai code and assistant on rep to tweak for their audience so it has things like this roi snapshot builder so this comes back to the calculator it really allows the market here to create these roi calculators cleaners for their audience in a really easy way so it pulls out the elevator pitch the description we put in here at the path to rep so how does someone actually end up sign up for a rep account a lot of it as they can fork that template in their rep workspace and goes through the exact user journey here that you can discover you answer some prompts to create your own calculator then you fork it tweak copy and embed and capture your emails so it goes through a lot of the core features all of these different things even brings out a similar reference point which is the website greater for hubspot we know this works because we've done something similar i thought this was really cool actually they call the lead magnet arcade really it's a template of different lead magnets that are really easy for a builder marketer to come in and clone different aspects of it and remix them and create something for their audience so again really how do you help build marketers create these code powered experiences through rep fork kit and then customize it for their audience and then by doing that you create rep accounts now what we're gonna go down here and do this one here so this is a tool that allows you to create a persona just by simply pasting in a blog url or a website url again very similar kind of think thought process here that you would be able to export the persona deck and even customize the persona tool but you would need a rep account to do that but to begin with you could come in use it and then say actually i want a version of this for my audience i'm gonna build something like this for my audience i can fork that in my rep account customize it and then use it to acquire demand for me so i thought this was a pretty cool one it's minimal viable enough that i think we can probably just create something in rep so what i would normally do then is take this idea and then work with chat gp o three to come up with a prompt to build a first version of this in rep to see how it would work and again showing you how easy this would be right but i have a greater grade whatever code powered experiences work for my audience and the important part is how does this generate demand for you how will people come in and use this tool and then you will acquire demand from it so we're gonna do the persona in inside scraper and so we've already kinda done a quick prompt and we did put that into rep so you can see here i worked with that to kind of adjust some things actually and then worked with that to create a prompt specifically for rep since we went through and talked about what a minimal viable version now i would say this is a very minimal viable version there is some tweaks i would make this is the first version that we've created i will say huge kinda shout out to the rep team i do think they've made some changes recently and there a code and assistant just seems to be incredible right now so it really did one shot this i haven't actually tweaked it so again you will be able to do this pretty easily in rep and then tweak your lead magnet your c experience in any way you want but the kinda core goal here is to show you how easy we went from developing the ic to grade in these kind of code powered experiences to create a minimal versions so we're gonna put in the hubspot crm and then we're gonna generate this persona so rep did everything it didn't even adjust the prompt or anything is what it's really doing is run this through an l to create the persona so all of this can be improved and so it generates this kind of buyer persona here so it's small business owner has pain points budget constraints our limited growth difficulty in managing customer data challenges and create remarkable customer experiences the reason it's got smb is because it's a free crm for start small businesses complications with data immigration all of this is pretty true need for scalable crm solutions and it has the goals that you can streamline business operations so it has pretty good goals and then it has buyer triggers and this is really good actually experience budget limitations they need a centralized crm desire to improve the customer experience they're outgrown in their current crm they're seeking cost business solutions again all of this is pretty good if you wanna make the buyer persona much better i could easily play around with and the other thing i would do is i would upload customer call transcripts and i would combine those two things to create this buyer personas so you can see how easily i can actually iterate and rapidly make this better i actually think i will build us into a tool which is your ic tool it's giving me a great idea actually how to iterate on this really fast and so you can view the raw json here you wanna download that way i haven't actually tried this oh this is cool so this is the lead magnet part right so we were trying to figure out how do you actually acquire demand so in this case if you want to download your a buyer persona you actually have to go into the rep account to be able to do that and now i actually think what you could easily do is if i was really gonna build this tool as lead magnet tool which i think i am going to build it for my newsletter the ai market in generalist to allow people to come in and use a tool of they're sign up to my newsletter what i will probably do actually is allow you to add your url upload some content like customer call scripts and things like that and then generate a persona and show some of it and gate some of it and then actually you can get the rest of it by providing your email address or whatever kind of lead magnet ct you need but that's just how i think marketers become builders because it's going to be as easy to create code powered experiences as it is to create content powered experiences things like we've traditionally done blog posts and pdfs apps and all these different things what's actually really interesting is ai is better for a marketer a korean code fired experiences right now because it objectively knows how to create code and create apps and there's not a lot of perception and taste whether it did that thing or not it actually either built the app or did not where it's much harder to do content because content stolen a lot of human taste human point of view human creativity also there's a lot of perception about like what is good content to one person may not be good content for another person where building an app is somewhat binary and that you built the app or you didn't build the ad it's functional or it's not comfortable and so i actually think ai is really incredible for marketers to add code experiences to their arsenal of tools and marketing and playbook to acquire demand acquire users all of those different things so that's the episode trying to give you a idea of how quickly you can go from hey i have a general idea of who my ic is but i can fine tune that by labs i can then just upload that using the prompt that i showed you that we can make sure we give away that will grade that for you and create these kind of five different types of code powered experiences that would be great for your audience that you can build for your audience and then you can easily go into a rep we did that or you could give into a lovable vector tool of choice build a version make sure you're really clear on what's the path to someone using that app to then acquire and demand for your core product or service and you've got another great tool or tactic to add to your list of marketing and playbook to acquire demand in this ai age that's the episode hope you enjoyed it until next time this is mark against a green