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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

today i'm gonna show you something every marketer should be doing right now you should be building free web apps to generate emails or phone numbers for your sales team using ai coding tools i'm gonna show you how to get the ideas take that idea and turn it to a full product spec and actually build out that product back using claude artifacts so you can get an mvp live that you can share on your website or on social media today let's get into 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 breeds 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 spit three times longer on their landing pages go to hubspot dot com to see how breeze can help your business grow alright hey everyone on today's show i'm gonna show you something that every business should be doing today with ai and that is using ai code generation tools to make free web applications that you can use as lead magnets for your business one of the biggest opportunities you have is to spend a few hours or if you wanna make it really good maybe a few days to build a lightweight web application that will make and create a ton of value for your customers that you can give away for free maybe an exchange for email addresses phone number some way to build that website visitor or social media follower into a relationship where they could become a customer for you and so i'm going to walk you through all this today and i thought the best way to do this was to pick the most kind of basic and universal of small businesses to be an example but understand that you can follow this process for literally any business any startup that you have so the first thing i did is i went to chat gp and i went to chat gp because i wanted to get some ideas because it's not just like hey go build this thing i wanna build something good and so here's the initial prompt i said i have a friend that has a landscape design business and is looking to approve his online marketing he wants to offer a free web app to attract customers and collect email addresses for marketing purposes he's based in columbus ohio and is looking to serve customers and businesses within a fifty mile can you give me some ideas for the app to build i did this with the o three app within chat gp and you know what it came back and it gave me seven ideas all of which that i thought were pretty good this is my favorite one an ai yard vision photo mock up where it takes a picture of your yard and uses ai to generate new rendering of it that was gonna involve me getting api keys for open ai and doing a bunch of stuff so i didn't do it for the purpose of the show but if i were actually probably doing this for real and i had a landscape business this is probably the thing it would probably take maybe a week or two of some vibe coding to get there but would be a really compelling way to do it there's a lawn health diagnostic quiz project budget est seasonal planting calendar who doesn't wanna know when to plant stuff storm damage risk map why you roi calculator that i would have never ever thought of that honestly the thought that was pretty good and then curb appeal scorecard so if you have like an h hoa or small businesses or you're selling your house like do have a good curb appeal the drive by when you pull up is they gonna be looking good because i have you know some type of commercial incentive to care that it's looking good so i actually decided i was gonna try to do two of these on the show i did one ahead of time then we're gonna try to do one life one i tried to do ahead of time was the project budget est because one of the things if you're like look at your backyard and you're like oh my backyard doesn't look that good i'd like to do something about it but like how much would it cost and i'm really ready to do that what's that look like that's like a big hurdle of friction in the process it even gives like a distribution playbook it's very good right and like you you'd go back and forth and refine it and get it better but for the sake of this we wanna take ideas and building an app and so i basically asked it hey i love number three which is that budget app could you build me a prompt and inspect for a basic version to build an ai coding platform so that i get an early version live to test the business name is leaves of grass i'd made it up shout out what whitman you know i thought it was good landscaping company name so what i did here was do something very i think important in this prompt which is like i want a very basic spec because i wanna test if this idea is actually good one of the advantages you have with these ai coding tools today is that previously you would been like oh cool i have this idea for this budgeting calculator i'm gonna hire some type of web development company to go and build this for and they're probably gonna charge you ten twenty thirty fifty k to do something like this it's gonna take you know couple months probably for them to do and it may or may not be the right thing it may or may not work so it's a lot of time and up for up money to know if it is the right thing to do for your business so one of the advantages of these ai coding platforms is that you can get something that you can put on your website or share with a small number of people to say hey do people actually use this does it work does it give people value and if so then i can either take time to build a deeper version or maybe hire somebody to build a like a really thorough deep high scale version right and so this is like can i get to prospect market fit and the does a prospective customer really like in one interact with this and so i asked it for that and it gave me a one shot build the app prompt okay and then it also gave me a full technical back for me and any people that we're going to work with the prompt that it generated and it says hey here's the recommended build sequence scaffold with the one shot prompt configure super bass or send this is like hey if you want to build the entire app and do all of the back and have the email automation work do everything it's saying it's gonna take you about four hours which is not a short amount of time but not a crazy amount of time for something that would have taken months before and it tells you exactly what to do and you can then basically ask questions and how to's to each of these numbers and depending on your level of proficiency couple hours to maybe a day or two and you would have this stunt i wanna show you how you would go and do it even faster one of my favorite ai products out right now and you're gonna see lots of different shows from karen and i coming around this is all on claude artifact feature and artifacts are way that you build and deploy web apps in claude what you would do is go to claude and you wanna click on artifacts so you have new chat chats projects and now there's this new artifacts and you can go look at artifacts people have built you can look at the things you built where you can go to create a new artifacts and what's really cool is that you can build apps a website documents games productivity tools quizzes remember that quiz idea that chat cheap gave us we could build it right there and you can publish a public version of your app without having to do a lot of the back end work especially if it's just a prototype if you have advanced features you need an api and that kind of stuff you're not gonna probably put it on an artifact but if you're doing like basic web apps artifacts are a really quick and fast way to do that and so this is what i have built for our calculator so i took the one shot prompt from chat gp one shot prompt from chat gp and i just paste it into claude and claude built out all the components wrote all the code everything that you need here and basically tells you hey here are the features that i implemented here's what i did and then it sells me how to get started like how to copy the files set up an environment run all this and i just did this in regular cloud i didn't go to the artifacts feature like i showed you at first so it's hey can you just create an artifact for this so that i can see how it works and so it did that then this pops up over here which is my real live web app and it made a logo if i had given it a logo it would have used that but this is even my made up business and it says hey instant pricing professional pdf estimates local columbus expertise start your estimate my square feet of my lots actually pretty big i'm gonna say i got ten thousand square feet you could upload an image of your property that's optional i won't do that now premium patio installation well i'd like a five hundred square foot patio i don't want a per glove but hey i love gardens so i want a good amount of planting beds lighting fixtures yeah i don't wanna walk around in the dark i gonna need eight fixtures in there so you should see my grass it's horrible so i'm gonna need most of the yard so you know where i don't have the other stuff do i want a custom water feature sure who doesn't like water and i'm gonna say get my estimate put it a fake email get my estimate and then it supposed to send me the actual pdf estimate or i can say download a pdf but here it is here's the actual estimate it gave me if i went in and gave it all these variables and saying hey it's gonna cost thirty four thousand dollars in two weeks obviously this is an estimate wouldn't be binding you'd go in and you'd put all of your actual costs in and estimates in but i did this in twenty minutes you could see how a little bit more time and you could make something really good and what's crazy is i can hit publish right here and i can publish and copy the link and now i can just copy this link and put it wherever we want and like i can put it in the comments of this show and you can go and see that it's live and available yes i can go and do all the hosting and build the web app and everything but let's say i just have like ten twenty customers or i have a page of my website that i would put it on for a week to see if people actually use it and what works and what doesn't work with it i could use this cloud project link before i go and invest in the next big heavy version of this which is pretty wild and pretty awesome so like you can go from an idea for your business for a lead magnet to having a live working app in thirty sixty minutes now you gotta get the email collection right collect it your crm use hubspot that whole thing but that is what needs to happen everyone we were right back to the show but first i'm gonna 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 with his guest toy sweeney it's really good you to check it out and you can listen to that were all the epic episodes of eye digress anywhere you get your podcast okay so then let's do another one just for fun so i go over to chad at gp and i wanna see if i could do this again potentially i really like the idea of this curb appeal scorecard and so i had it generate the same one shot prompt and if we were doing this for real and this was really our business we would probably iterate on this prompt and the details around how you wanted the app to work and everything you go back and forth on that more probably take fifteen to twenty minutes to really get this prompt deep and right but once you got the prompt right you're gonna hit copy and you're gonna go over here to our friendly artifacts feature that i had showed you before we'll click apps and websites and then i'm gonna paste in our lovely one shop prompt here and i'm gonna hit build it perfect let's see what you can do leaves of grass curb appeal scorecard mvp it's telling me what it's gonna build the user experience flow the strategy everything there and i'm gonna say build this in an art effect for me and now it's actually writing all the code you can see it here generating the code for our app and enzo an artifact really is just a web app where the code is written contained and hosted within claude and i suspect claude is gonna keep making artifacts more and more powerful and for a lot of one off use cases small business use cases individual use cases you're just gonna end up using artifacts versus like going and hosting a full dedicated web app because i think ant philanthropic is gonna make that product better better they'll probably charge you for the hosting and some of the costs of goods sold associated with that but we'll cross that bridge when we come to it so it is generating it's writing like i said even though you're writing what quote unquote an mvp app it still has to write a good amount of code and is working through here i feel like i'm kind of on like an old school cooking show you know where they put the thing in the oven and then they turn around and they they take the done thing from the other oven it's like whoo except this time it really did because here is our scorecard what's interesting is it use the same logo and branding as the other app and i didn't say it to do any of that which is pretty cool and here it is so you upload pictures your property or choose sample images and then you continue to your assessment and we have a working app and we would upload photos we would put photos in and let's see i hope if it actually works here alright so i found a photo from google of a house that had good curb appeal just gonna see if it'll let me upload one and continue the assessment alright the uploaded picture now how well maintained is this landscaping oh it's excellent conditions of walkways or four maybe there's a couple little cracks how much seasonal color is present oh there's some flowers there it's looking good outdoor lighting it's five attractive is the signage and way finding it's for it's looking good what's interesting is it created all these categories and did all of this for us these are like good things obviously depending on your business you would go and customize those and you could decide if you wanted this type of conversion mechanic or if you wanted to do something else with this is a good example of that and then it says hey you have it grade a photo analysis screen coverage forty seven percent visual symmetry seventy eight percent areas for attention debris visible uneven edges there's no debris visible in this photo it's an early prototype of what we're doing here but again you can see that you would potentially hook up the right api to analyze the photo and do all of the work that you'd wanna do here so these are two apps but if you were a landscape you could go and build and test and you know what likely increase the amount of people who are come in your website that you're actually getting email addresses reaching out to and trying to work with for landscaping services and you would do this for literally any small business or any individual project that you were working on i think cloud artifacts are critically important part of the up and coming ai coding stack and as a marketer or as a founder one of the things you're looking for is to validate an idea really quickly with your audience and that's what today's show was all about can i with the help of ai get some ideas bring those ideas to life and then either test them with an audience or test them with myself to know hey this is what i need to iterate on this is the actual like technology that needs to exist for this to actually be a good experience there we go and build it we take it live to everyone i would love to hear what you've been building with ai coding tools if you're using cloud artifacts publish links to stuff you're building below i'd love to go and check that out thank you so much for checking out today's show i'd love to hear how you're inspired to go and build some stuff for your business hit that like hit that subscribe and i'll see you real soon on marketing at spring

okay we've just got access to the smartest ai on the planet g four but can it actually do marketing now we're gonna give you all of the latest on g four how it's performed better than all of the other ai models but then we're actually gonna put it through its paces and do some live work with g four to show if it can actually do world class marketing growth and knowledge worker of tasks all of that on this episode of marketing against the green here's a quick word from our sponsor hubspot help tumblr solve a big problem they needed to move fast to produce trending content but their marketing team was stuck waiting on engineers to code every single email campaign now they use hubspot customer platform to email real time trending content to millions of users in just seconds the impact three times more engagement and double the content creation wanna move faster like tumblr visit hubspot dot com kip how excited are you to have the smartest ai model just newly subscribed today at your fingertips and we are going to show our entire audience just how smart it is have a brand new smartest ai model in the world it comes from our friend elon musk it's g four from x ai and kirin the early feedback on g four is that it's pretty pretty amazing and much smarter than most models we've been playing with g for a little bit we're gonna break down for everybody today some use cases of g four for your business okay so why are people excited by this model this is one of the most respected benchmarks arc ag how far ahead it is of everything else now i i have listened the three different podcasts today on g four i think there's like nuance and how all of these models benchmark themselves against benchmarks that i am not gonna get into because out just butcher but apparently you can for sure pure pretty well in benchmarks while it's still not being great at certain task but there is no doubt that g four is an incredible model if you're watching this you'll likely have watched something else previously already on g four what we're gonna do in this ever episode has actually give you real world app locations of rock four the only other one i just like did you catch the super heavy cock yeah the super heavy rock does is like really fascinated right it has a whole team of agents go and try to solve a task and then it basically looks to see what agent has solved that task the best and kinda gives you that answer so it has like hold swarms of agent go and try to solve something for you and apparently it takes long time from what i have been told it's like three hundred a month yeah three hundred a month and it's pretty time consuming but i think that is like a pretty interest in next way of having ai sell problems for you yeah so yeah g you know you there's a free version there's thirty dollars a month and there's three hundred dollars a month i think a thirty dollar a month subscriber kieran and you get g four and i think a little bit of g four heavy in there but to really use it you're looking at the three hundred dollar a month there are a few takeaways here kieran before we get into some of the use cases for me one i think that's really important for everybody i understand is that ai innovation curve is still really steep it's not like flattening out it's not like that the models are just getting a little bit better they're still getting a lot better and so you're going to continue to see this wave of innovation be very fast and very steep and we're nowhere near what ai is gonna look like in a couple of years i think g four is a good example of that as elon elon moss said because he's changed to his tune a little bit he has to say like we want to ensure the open source ai to make it safe and now he said look i don't know if this is going to be safe but i wanna be alive to see what happens too amazing say on the live demo of rock four well i i'd also like to thank you elon musk for ruining my wedding because i'm going to be getting married soon and one of the my other sure takeaways here is that within weeks gp five will come out because yes the open ai team seems very competitive to me and they're normally they don't like anybody to have the lead quote unquote for too long and so i know i'm gonna be like about to get married and gonna have to be like jumping on some emergency pod because gp five comes out and gemini and i have a new model coming at as well it seems like it's going to be a very busy summer for the ai models and there's gonna be a lot happening and that's all cool and that's all good but how does that actually impact the average person who isn't a complete ai do like you and i kieran in terms of like what are these zoom models for to sake the show g four actually enabling people to do in a new and better way than the previous generation of models so i got access to rock for this morning i went into my ai lab and i came up with three prompts that i think are good examples easier here to it so the first one i thought would be kinda cool as one of the advantages that all the rock models have is they have access to x data and so one of the things i really wanted to try was building an ic for your content so we have this ideal customer profile for your product and service who buys it but i was really interested in trying to figure out if you could build an ic for your content who the ideal reader of your content who will engage with it and so we have this prompt and basically what it will do is it will say like you are a data strategist and you will take we're gonna do this for hubspot we're gonna do the niche that we're in we're gonna say our primary goal is awareness and then we're gonna have all these competitor handles to actually go in and and do analysis on gonna do a bunch of analysis it's going to segment those engage followers and into clusters and then it's going to figure out each cluster like who are these folks and then it's going to basically start to create this ic and the reason we're gonna create this ic and the next prompt the one i'm really excited about doing is we're gonna try to build a content grader which is basically a model that allows you to give it content and then it will grade how well this content will theoretically do for this ic so i think they're are too good like use cases for people who create content marketers founders everyone who listens to the show everyone wants to figure out like how do i like perfect my content tailor it for someone and then actually how do i figure out if this piece of content is going to attract the attention of those people or not i've only done the prompts we're running this live so we have g four pick down here we do not have super heavy yet we may actually get super heavy from why do i decide these two would be good ones to illustrate here so in the demo which was apparently a demo free from marketers and put together by engineers did you see the slides no it was like everyone is like this is the worst presentation of all time like what's in this really good with the actual presentation they kind of like energy the slides i think it was all a bit of a lead time they should use gen spark to create their slides i'm not a gen spark affiliate but that's we think a product we do need to get eric from jim spark on the show we have to put that on the list to do jim spark is great product but one of the things they use and this is a really interesting use case this is one that you're gonna wanna dig into which is basically they figured out that they give g and prompt and said who would win the world series and give it a bunch of tools oh saw that for and they took it from poly market and actually got the predictions right so now i like i'm pretty curious on how it can predict certain financial outcomes we're here talking about these g models they are like much more solo user than business user models like they don't have the same business user controls and scalability and everything as something like ant philanthropic or chat gp but if you're a solo user there is some compelling reasons to use g and that i think the quality for the price is very good i think the thirty dollar g is now pretty close to chat gp two hundred dollar a month subscription yeah hey everyone we right 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 network the audio destination for anyone of biz 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 have 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 with 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 okay we had to do this show in two parks because when we tried to do g four live just as a head come out everyone was seem to be having problems with that us included the results were not very good i was playing around with it all weekend and it seems to be back online properly giving me output so we're gonna show you some use cases is g for any good for the general use cases that marketers or knowledge workers we'll really want to use it for we see it's great for the benchmarks we went through that but is any good is any good for the general user so let's give you some use cases that are actually tailored to show the strengths of g which is it's an incredible reason and the model with access to x data which makes it pretty unique from the other models right it has a very unique dataset set so let's go to one of our first that we're going to try to see how good it is we're gonna run this live then i'm gonna show you once i had prepared earlier to take you through them and give you my kind of summary of where i think we are with g for so here we're gonna do something i think is like really cool because it has access to x data what's on x tons and tons of great creators and writers and so one of the things you can do is say well let's try to write like one of the creators now i've said this for forever when i've been showing people how to do things with ai you should never copy and paste someone else's style but there is a copy write in method to how you can learn pretty rapidly and that's called copy works and copy works is you literally take a copy you admire look at their post and actually hand right at their post so you can memorize the things that they do really well and then you can build your stuff than that so this is very similar to that it's taken our creator style and using that to create a piece of content that you can then build upon and make your own so in this we're gonna give it some global writing rules here we're gonna give it a task which is to write and newsletter on the theme of copyright is the only timeless marketing skill that matters in the age of ai i think copyright and becomes ever more important because ai creates content copy and creates attention and so being able to craft attention grabbing copy is always going to be an incredible skill to have we're gonna use one of our friend of the show sam par x founder of the hospital the time range we're gonna say twenty four hours we're gonna keep it to about two hundred tweets to analyze so what we're gonna do is try to recreate sam style by analyzing his tweets and so we're gonna pull all of his tweets for that time range we're gonna sort by the longest because we wanna take the ones that were longer in nature because it's easier to kind of train on those we're gonna look at total engagement we tweets and replies g has access to re tweets and replies does not have access to likes and then it's gonna create a real set to actually mimic his style keep these real handy and then you're going to actually mimic that style so that's actually actually run this should run pretty fast this time okay so we're back so here we are why copy running in trump's every other marketing scale in the ai era let's see if it's got bit of assignment here i used to think tech tools would kill off old school marketing skills ai changes everything kick this guy interviewed he built a hundred and fifty million dollar moving company from scratch so this is actually from sam's podcast podcasts so it's pulling things from his podcast podcasts his secret killer copy ads and emails no fancy ai so he's got a bunch of things here why does copyright and win a bunch of things here want proof look my own stuff i host podcast podcasts or business stories the episode is a blow up ones would hook some subscription simple words grab attention no fluff it's a little bit like sam no one sounds right it's not exactly like him it's analyzed sixty ones of his post for marketers here's how to level up your copyrighted today read old ads study classics like olga write daily email post whatever edit ruthless test a b subject inc join group to join alright so like it's fine i think it's fine i think i could probably continue to work on it but i've tested g a lot where creative i put and i think it's just fine i think this is a good example of it being just fine i think this prompt is pretty good i will tell you i did run this prompt in o three on chat t and the output was much much better than g four okay let's go into a couple of others and then i'm gonna run what other really cool prompt to see if it's any good so this one here basically looks to see one of the things they did in the demo video was they predicted bets that we're using poly market data which is a known platform that you can kinda bet on certain trends really any trend you want it's like not normal bed on horses or things it's like things that will happen in the world and there's been some good examples of people using g four to predict things and then bet on poly market about those things and it being correct so i wanted to know could it predict what campaigns would do really well because again it has access to so much data in terms of what people are we tweet repo and replying to and so here we come up with a fake campaign for a startup called brief buddy ai note taken app and basically this is a ai note taken app specifically for marketers to move them away from the admin of market and back to doing the craft and it's a five day public sprint in which marketers use that tool to reclaim five creative hours by offload to no capture task tag and follow ups and first draft generation so adjustments post have a before and after love level carousel and so we have a primary target audience here where we're trying to target solo content markers fractional cmos and one person marketing teams we have a little bit about their age demographics we have a little bit about their pain points here scattered notes lost follow ups we've a little bit about psycho graphics where productivity app enthusiasts share wins publicly motivated by time save metrics we have an action we want them to take we have a little bit of brand tone with have a test budget we have an evaluation horizon which is one week which we won won this experiment and then we say return eight sections in the following way we have a persona snapshot we have a competitive landscape what are the other options why are we different what are the risks how do we do one week validation the messaging kit the channel mix and then the self assessment so this is what i mean here it creates a campaign and then it assess how it performed against that campaign and the reason we're doing this actually is because there's a lot of things in here to test rock four there's reason in there's a lot of math and logic there's a bunch of different steps which is like kinda of multi chain in together tasks so i've specifically chose this to try to test the capabilities of rock four and also it's trying to lean into the fact that has access to put our data so gives me a persona here talks about first person i'm juggling client calls sc chaotic notes has the competitive landscape gets it pretty much right i don't know why otter dot ai is in there i think that's like a short form video tool talks about key differentiator and i will say in defensive g four i did not give it a lot of context here if i was doing this for a real company it would had a lot of context about that company and it could leaned into that context make something really good because these key differentiator it's just making it up because there's no public data on this fake company so it comes up with some key differentiator it gives the kind of risks of why this wouldn't work which is pretty true no one really you know joins the campaign it's gonna be pretty bad right has a ton of things here goes for a one week validation plan linkedin x google search facebook how can i prove this within one week gives me a messaging kit for solo content marketer kitchen chaos snack five creator hours back for fraction cmo tired of heard and task instead of crafting genius for one person teams wait by to lost follow ups how would you draft magic and then gives me a channel mixed budget it starts to assess itself thinks that has done a pretty good job that the actual creativity behind us is not very good and so this one here i thought was interested and you could play around with it for sure over time you can actually add your real campaigns give it a bunch of context about your company again i compared this to o three and i think it's fine i think it's just fine so let's quickly add our last one here so what we're gonna do here is show what content peoples who bio because it has access to people's bio right x profiles or gained with so we have re tweets quote tweets and replies because again it does have access to these it doesn't have access to your bookmarks doesn't have access to likes obviously anymore and clustered those engagement into clear ranked topics so what are we trying to do here we're trying to figure out what our pistol on x is reacting to so we have a time range here but we have max tweets to analyze we're gonna really push it but gonna have five target clusters identify all the accounts whose bios include vp of sales we could say within the us within the time range gather every tweet this could actually go on forever then it's gonna cluster all of those together and i put that into a table because again we wanna start to get some content ideas so like the core thing here is what are great content ideas for this audience summarize any recurring meme format hooks or phrase patterns into those clusters instructions arc four stream analyze x stayed live with the specific time restrict all analysis to cohort to find task one think step by step again this is specifically tailored to test g as a reason engine with access to x and so this would be great if it work right because anytime i wanna figure out what is like good content to produce this week for my job title that i'm trying to target this would give me exactly the kinda content they're reacting to an x so let us run this okay so i've been here for a long time waiting for this to run you can see it's trying to analyze for a vp of sales is definitely having some trouble actually getting vp of sales from the bios i suspect probably what the easiest version of this would be is to create a target list of people yourself and then give it to g to analyze that would have probably cut it way down so it's kinda stuck here which is needing to collect all engaged tweets text for cluster into five top groups but luckily i had run a version of this that is slightly the same i had worked to improve it what it basically does is very similar it says okay like what's a trend in topic that's related to your brand and then how can you actually use that to hijack that topic and create timely content write it so again trying to lean into the strengths of g and so what we do is we give g some keywords and then again we give it a time window talk about the max tweets to analyze talk about a cluster in that we only want certain accounts to be featured which i probably should've have put in here to be honest with you like a five to fifty thousand i just put this in to try to narrow the scope to actually gc amount of time to do this which i think is a good thing but you really wouldn't wanna cap i think the max you wanna cap them in and so then we return these things here so we return the volume snapshot this kinda topic trend cluster which is what i was trying to do here then kind of this same thing any recurring media format right because we wanna know like what are the content types i should create around this micro influencer radar so one of the great things about this is you can actually use it to identify creators and influencers in your space then we kinda get into how you can use this to create content i can get into the first part it does really well which is the analysis and the second part where it has to use it so some creativity it does not so it analyzed nearly twelve thousand three hundred tweets from the last seventy two hours i put in g four or gp five because i wanna create some content comparing the two i know gp five is not out yet the benchmarks have just been late if you believe that is true as you're hearing you'll know if it's true because this is sunday and this will be out in a couple of days so here you can see it starts to cluster things together provides a sentiment so gp five release rumors positive talks about the kind of rumors about it being released this one here is when i really wanted to start to create some content on obviously you can't compare it yet but it just like what potentially these could look like so g four versus gp five comparisons i don't know how people are retweeted that it crush gb five because gp five is not odd yet ai ethics debate g for feature hype so it talks about the x sci upgrades the voice mode g for real time voice mode it's game changing for apps is what i have heard is the voice mode that i've not played around with yet is like the best on the market or g five whisper sla and like rumored memes is on ai supremacy when g four and gp five argue alright so they these are your memes so basically says what are some of the content formats image micro features ai characters quotes sweet tweets roast and benchmarks that's one one seven makes sense for x one word means like over hyped or revolutionary paired with gifts in eighteen percent of cluster three is ai debate interesting then it has this micro influencer radar so it actually shows you who are their tweet this is actually the most useful part of this prompt and again shows you the value of the x data so polls and the people who are getting the most engagement within this time window and actually gives you the influencers and gives you their actual content now i actually added in an ice breaker because if i want to kind of reach out to these folks and get them to work with me and then it gets into this which is provides some potential hooks for my content so let's take one of these gp five risks scott you think and join the a i don't know why it's he's using hashtags email themselves that if he hates hashtags alright safe ai solutions lead the way okay this is just a whole bunch of mess the reason this is a mess i will give cro four and and out here is i didn't actually provide a good context of the type of content i wanna create or who for and then it just says wide matters high and the gp five release cluster could amplify your brand week so what's it done a good job of here i think this is pretty good actually where you can start to break it down the influencers micro influencers in your space this is kinda cool if we perfect it that we can cluster content together from all of the tweets in a three hour time range about a specific topic and then you can figure out like what is actually trending within my audience okay so what have we done here for the recap we did our mimics style using the data on x to show how good it is at trying to craft something from one of their creators on x we used a lot of reason and logic to be able to do that we created a campaign for a fake brand again with a bunch of different steps chain together using an x using some of the things that g four should be pretty good at and then we use it to analyze content that is trending within our audience and cluster those together and then pull out these kind of micro influencers and then to have g suggests content that would play really well within this space now what are some of the things we've learned now you didn't see that i actually had compared a lot of these to o three right i'm not gonna go through the comparison to o three and the other thing i would say what you should learn here because i'm doing this to test rock four but because i didn't provide a lot of context that i used the fake brand in the marketing campaign and then for the one where we analyze clusters of content and then had g suggest what kind of content we could create around those clusters i really should have a whole profile from my ideal customer profile i should have examples of content that we've created that have done really well so it had something to get its output but aside from all of that i think g for when i compare it to o three for a lot of these kind of marketing and knowledge worker growth use cases it's fine it's not incredible i have not found it to be incredible maybe i will i like continue to like work with it prompt that improve my own prompts but at the moment it's fine it's just fine i don't know why it performed so well on the benchmarks i was really excited to try it out i thought it was going to be a total game changer i was going to just like the totally blown away and i'm thinking why like i can just get such incredible results things that i could never do at o three i'm going to be like the happiest person ever do amazing things here in terms of how i can use rock four and i don't feel that way i feel it's pretty fine i'm going to use it for a bunch of things where i need access to the x data the twitter data i'm probably not going to gravitate that much from o three for it but i'm going to use it for like certain use cases and that's it i think that's maybe the end of the pod that it is fine so go tri rock four try some of these use cases and tell us what you think in the comments

it's never been a more important time to have an incredible story about your product on this episode we have rachel the product marketing leader for hubspot and she is going to show you three ai tools that can transform your product position in your product story overnight and how to go from average to world class in a very short amount of time all of that and more on this episode of marketing against the grain here's a quick word from our sponsor hubspot help tumblr solve a big problem they needed to move fast to produce trending content but their marketing team was stuck waiting on engineers to quote every single email campaign now they use hubspot customer platform to email real time trending content to millions of users in just seconds the impact three times more engagement and double the content creation wanna move faster like tumblr visit hubspot dot com alright on this episode we're gonna talk about something we have not covered as much and that is product marketing but because it's the marketing against the grain show we have to do it from an ai perspective we have rachel lies to as the fearless product marketing leader at hubspot everything good that comes out of hubspot in relation to product marketing is her and her team welcome rachel to the show thank you what an introduction it's so happy to be here okay so you're not just a great product marketing team you're also a team that has adopted ai across all of the things you do and so we're gonna be able to show people some practical use cases of how you use ai for product marketing but first because kip and i have not covered product marketing in a whole lot on the podcast in the last couple of months why don't you give people a refresher on product marketing and why it's important absolutely so product marketing is really at the simplest level telling people what your product does why it's important how it will help the customer and also doing that consistently across channels so it's so so so important to make sure that whenever a customer is interacting with your company they are saying the same message and the same value props and thinking in the age of ai this is becoming more and more important as there's more content out there and more channels that people are using so rachel why don't you tell us about some of the must have ai use cases for product marketing so i think there's a couple of things that we have really thought about when using ai so first all the customer contacts you have interviews research decks and transcripts with your customers anything you can get your hands on that helps you understand the customer then there's product context you have one pager you have again decks there's positioning docs there's a research and then of course you wanna pull in some internal context like think about linkedin posts that have done really well or just tone of voice and then market context so there's all these materials that really you can use to make your product marketing even stronger and we have a couple examples as you mentioned to go through where we show how you use that to create your positioning docs and your sales decks to your one pager your talk tracks it's really incredible what we've been able to do yeah one of the cool features of open ai or even cloud is their ability to basically ingest internal data and then pair that with external data so like one of the thing you can choose to right off the bat if you're listening to the show and you have not done a lot of product marketing or you're just not really sure how to even get started you can literally just ask claude to build you a ideal customer profile and you can just say like use all of the documents in my g drive that are related look at my emails and then you can say pair that with external data that's like really powerful i was doing that over the weekend and it'll will actually build you some pretty great ic which are for our audience ideal customer profiles and kieran we did this in the hubspot and open show right because we have the deep research connector with hubspot and chat gp if you're a hubspot user you can literally just ask chat gp what it thinks your ic is and break it all down based on your existing data too right so you can do that and then once you have a rough ic you can ask the l to go and balance it with more information and let's say you're just getting started you don't have a a team of people doing product marketing just record some of your customer calls put that with the data you have and you will have a pretty robust like ideal customer profile and persona pretty quickly right that'll be way better than what most people have yeah i think one of the things i do on a daily basis is i take some content that myself or my team is written i plug it into one of our cloud projects your custom gp that have again those customer transcripts and interviews and say does this resonate with the customer what would you specifically change what would you keep and so that not only improves the content but it also teaches me the simple things that i need to be including when speaking to the customer right the ability for ai to mimic people if you if it's getting enough information is pretty powerful because you can actually start to have real conversations with your customers which for an introvert like me i can now just train an ai model to act like a customer like a voice model speak with it for a long time and another have to actually talk to a human which is like really excited it's actually funny one of our first iterations of one of our personas was training ai and then asking it questions like where do you want like to eat where do you wanna job just to get to know the persona more so definitely with you on that one you know there was this a weird app that kip and eye wasn't weird but like there was this a pretty fast growth ai company i think fate wasn't meta bought a kit character that they are google google bought it google bought it and so they had this like you were able to go and create traditional characters or you could go create characters in comic books or whatever and you it was actually really popular with kids they would go speak to their favorite comic book heroes or people in shows and they can have a conversation with them there should be something like that for people just like aggregate and everyone who has different pain points and you have entrepreneurs can go there and speak to different people with different pain points and figure out what products they actually want to build for them but that's a lovable slash rep idea because then you could actually pair that with your new and growing in five code and entrepreneurs but why don't you show us maybe one of the use cases your team uses day in day out for ai and product marketing definitely i'll start with the one that was really the biggest unlock for me with ai in general like i think everyone has their moment where things click and all of a sudden it works and this was mine so this first one is a quad project so on the product marketing team we have cloud projects for all of our products for all of our customer proof our competitive intelligence and this is our growth gabby project which is essentially for our customer persona and so in here we have details that you know again this is what kieran was talking about a second ago you're an ai with extensive data about ro gabby your database like pull in from customer call transcripts the profile all this research so that we have everything and then we have some details on what your role is again how to create that vision doc so i am going to use our operations hub positioning from twenty twenty and ask it to essentially update that based on the research that is in this project so i wanna update this positioning doc from twenty twenty since then we have updated our personas can you take a first pass at updating the positioning using the following framework and the framework i wanna use is what's actually in the project details here so sometimes it actually just does this automatically but just in case i'm going to outline this and this is really how we organize our positioning so as soon as i run that it's gonna start looking through all the project details and pull up just a new version of positioning and while it does that the other thing that to mention that i love doing with this project and again our other product projects is using current positioning that we're working on and saying hey tell me exactly what resonates with this persona what doesn't resonate and provide me very specifics on what to change and we've actually saved a ton of rounds of feedback and reviews because of this kim can talk to that as well because he health like that well first of all i love that we built this i use it all the time like i was just using it last week rachel and i was like it just gives me such good feedback because there's a level of depth to it because it has all that context about here or is the type of person we're talking to here's what they care about it has all those conversations that it can go in reference and what's pretty amazing is it tells you exactly what to make better yeah and the magic in something like product marketing versus maybe other parts of marketing it's an iteration game can you keep refining it and making it more interesting clearer or simpler anytime you're talking about your product initially it's like it's a little foggy and you don't know what to focus on and going through this like changes that dramatically and changed it like in minutes instead of like hours or days right could you give the listeners an idea of what content you've put into the cloud project definitely to make it so accurate in terms of its feedback yeah so we have a ton of market research that is first foremost then we have customer interviews and we make sure they're representative of different company sizes different regions just different perspectives and then we also include one pager or sales sex just like anything that has been an output one of the things that is the most important that i will stress is we do make a habit of every quarter we update what's in the project because things are changing rapidly especially right now and we wanna make sure that as customer expectations are evolving as we get new research and we have the latest in there that was gonna be one of my questions as in like you were creating a cloud project is it like swap out data to keep the freshest data in there yeah it's usually swapping out data i would say on the customers it's just it's adding to it but it is so important and we do that across again all of the product call projects we have as well but i think this has been an unlock for not just me as i was saying earlier using ai but a lot of people on the team because if you're writing an email or you're creating a landing page running it through this to really understand if it resonates it'll again give you these specific feedback and add in some data in quotes and it's really phenomenal and you can do this in a chat custom gp or at a cloud project rachel i think you've done both is that right and like what do you like better like give people a little tool and technology recap if they were doing this okay so i tend to run the same prompt through both to see what responses i get which i think are better but one of the things i was more dependent on claude when i cannot choose the model in custom gp yes yeah right now that i can use o three exactly don't know i've i'm started using chad gb t more but most of our projects actually live in cloth i like have this internal battle over it i just wanna make sure we emphasize that for the listeners that because i've been waiting for that feature forever if you were in projects or you were in custom gp and open ai you couldn't specify the model to use for that product or custom gp team and they seem to have updated that like two weeks ago yeah which was really awesome because it makes all of those things much much usable and i agree i think that for even me everything is gravitate across the open ai because of that yeah i feel like i'm cheating on claude and i feel guilty because this is not i do feel like i've been using chad team more now because of o three most of our projects do still live in claude but one of the things that i would recommend to everyone is you know different people in your company have access to different things so we have also organized all the docs just in our google docs and organize folder so that in the future we will have the flexibility to do it in claude and chat between and gemini wherever it is and huge shout to jeff davis and tim on my team who who did all that work well one of the things that might get you back to claude and we're gonna cover that on an episode over the next week or two is claude released and you feature that'll allow you to build host apps and so you can build an app and then you can integrate your cloud api so theoretically actually you could have an internal tool that does all that position and they can just upload a document it will actually give them the pdf and return and so the ability to turn all of these projects and things into lightweight internal apps is actually gonna be really interesting i think we're gonna build a couple of those for our listeners yeah it's one of the reasons i like having it in both places because every week one might be better than the other and i just like to be able to compare it right gb five will come in july and just do all of this either say go do it and just do it all also we'll grab it between both will just say for everybody watching rachel that i think you're kinda getting at is that the models in chat gp seem a little better especially three right now the user experience of managing the content the project and maybe getting custom app output is way better in club right yeah you almost need to do a little bit of both of them if you want the absolute best outcome if it's like a really important project look if you're joining this episode with rachel you're gonna love this we just dropped the ai interview arsenal you'll get an interactive demo where you can actually experience what it's like to be interviewed by ai go through it yourself right now and see how surprisingly smooth is plus rachel's throwing in her go to ai prompts that'll help you automate the whole customer interview process no more scheduling nightmares no more transcription headaches this will give you real insights from real customers fast click the link of the description below now let's get back to today's show okay so you have a product position in done i wanna like give you a quick demo a little bit later in this episode of fun thing i did around product position but why don't you take us through a another use case so one of the most exciting use cases we have worked on is around competitive intelligence so we have been you know using saw other software throughout the year to host all of our competitive intelligence all of our battle cards and now it's all in notebook l ben conte put this together i'm gonna demo in a second but i will say usage has spiked people just like love interacting with it more our sales reps love it in this so this is awesome it's very exciting so there are so many so many different things you can ask this i know our reps are using it on calls to basically ask well you know this objection just came up what do i say and it immediately comes back with the answer if i have a couple of sample prompts with like give me one punchy success story i can quote provide the sentence then the stat after so just to explain this the listeners one of the things part mark can do is they create these kinda competitive guides and so anytime a competitor comes up on a sales call or as part of the buy process you were able to kind of give all of the talking points around that and what you've done here in notebook l is you've built individual notebooks per competitor yeah so for example i can say i'm going up against competitor x pull in the top three reasons that hubspot would win in these scenarios or someone saying like hubspot doesn't grow with like let's actually do that one i'm on a call with a prospect who is concerned that they won't grow with hubspot what should i say and that's gonna come back with what to respond with it's gonna come back with sources that it pulls from and so then you can ask follow question options as well so here's not only like some key talking points here some stats here's a customer proves very cool here there's just a ton of things here i love this at the end as well that has again like what to really emphasize there's just so much information in here what kind of information have you added into each of these battle cards like if i was a person watching this and i wanted to start to create some of these competitive battle cards what is the data i wanna add to my notebook to get this yeah i would say top talking points the feature comparisons between like yourself and your competitors any type of customer proof anything around what has happened when you've switched from a competitor to your own solution when does that information come from all of our research so market research customer research like anything you can have in there and then it's or we organize ours by competitor you can talk to notebook right you could have a conversation with it can have an audio overview and you can create podcasts about all your competitors yeah so one of the things that we do whenever there's like a big announcements from a competitor is we essentially create a podcast we've called it internally hot takes before and where the different competitive analyst talk through it but again you can create that podcast to just listen to a lot of information in a much easier way and again we've seen usage with our sales team skyrocket using this because it's just so much more accessible and easy to quickly get your answers in a while that this is being built through notebook l it's probably replacing saas apps and the sales team are all using it yeah this is probably my favorite example because it's so accessible it's so easy to use and of course as you mentioned the podcast functionality well especially if you are a google workspace customer and like all of your company is using google tools already for work this is just like a very natural extension of that and like karen i think you're right there are people who were paying thirty forty fifty sixty grand a year for this type of functionality that was worse right you know like a year or two ago that is now just kinda like free and baked in to notebook l it's wild yeah i would say even way more than that oh yes like this is such a great free solution again if you are using google anyway and it's i think it's more powerful i agree that you could also do a version of this which is there's like seven or more different buyers and any b b buyer committee like above a certain average sale price and so you could imagine that if you're a company watching this like one of the things you could do is have a version of this but it's all for the different buyers like the sell points for those make sure the sales team have all that collateral roll you know the kind of pain points they have the solutions they have it's a great way to actually build enable for sales because they have the ability to chat with the data they have the ability to like have a audio overview they have the ability to turn it into a podcast and that's a postcard question it just like works for however you want to retrieve that information yeah one of the hardest things for sales is that they have so much information to use they're are just inundated they don't know where to go they don't have to worry about this here they just can quickly get the answers it's amazing yep well and it's very personalized was the point i was gonna make you know one of the things that if you're a regular watch for the show that we're hitting at is it's like ai is making kind of this one to one bespoke personalized experience finally real and that's both external two customers and prospects but it's also internal to your point rachel before a sales rep would have had to look through a bunch of kind of generic content and then like figured out how to shoe hornet it for a given prospect we're like they can just go to that notebook say here's the customer here's their problem find me somebody or tell me exactly what i should tell them whatever it may be and the ai is gonna give them a pretty good answer totally and they can even use the responses that we saw there throw it into gen park and get some awesome slides to show like there's just so many cool thing to do i'm a fan of gen spark that's a good one actually yeah you could just take all of that put it into gen spark and start to create presentations go first look so kip and eye showed you how to do that in gen spark okay so you're doing your position in and you have all of your team making sure they put the position in through the cloud project that is our representation of your customer has all the data so it's able to say like this is the way you speak to the customer turn the email into that turn the product page into that make sure everything is uniform which is actually really because in a lot of companies everything gets like different flavors of how people think who your customer is and so it all kind of sounds different your website sounds different your email signs is different then you have all these battle cars and notebook allowing that your sales team can use and make sure that you're speaking about competitors in the right way and we know how to win against competitors hey everyone we were right back to the show but first let me tell you about a podcast that i love it's podcast called 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 with 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 what is another use case that you're using ai four so this is a new one we've been using but this is one where we're essentially doing customer interviews at scale using ai oh this is a clue actually i'm going to use this tool like we saved the best for last i did i i think this tool is so so so cool so this is a company called outs outset and i'm wanna show you how to create a study and some of the cool things that this can do so you can basically do video interviews using ai so in here you can essentially on your left hand side add different questions so you can add conversational multiple choice but i'm gonna use an example about what are your current wellness goals you're aiming to achieve please describe keep karen can solve them with ai wellness and that's what we hear for a wellness and nutrition well you're gonna get some cool information here but then you can choose your question type again and then there's different probing so you can say oh like only probe a couple times or you can say like probe a ton of times if you're not getting the right answer jesus are these real people you're gonna put into the abyss mode i don't wanna put it i hope someone never tries to put me into the abyss mode but rachel this people or is this a synthetic twin of people that's what i want everybody to try to understand so yeah so right now this is ai asking you questions mh but and like you're being given a video interview but it's more like an audio interview that you're being asked that a real person's being asked a real person yeah real person's being asked so like i as like the market researcher can interview hundreds there's of real customers without doing it myself right gets a game changer for any kind of growing company yeah right you can get very specific feedback there's a version of that that i think most people would say it would be a horrible version and i do agree but there is a version of that there there are companies that are able to build synthetic versions of your customer and they're are used within sales actually says sales sell to that synthetic version of your customer and it teaches new reps how to sell to your customer and you can program the customer to have different pushback i don't have the budget i don't have the time whatever it may be yeah and the sales rep tries to figure out how to navigate around that it records that and helps the sales rep you can coach the sales rep how to do better this you could actually build synthetic different versions of your customer and then have ai interview the ai representation of your customer correct that's what i think we'll have like a horrible future to think about i think that's what you were going i think that will happen and i think that is the abyss but no but in all seriousness imagine this does important for fair everybody understand we could do this right now mh right like we could go and rachel could do like some very detailed broad questions with fifty a hundred customers using this tool right and then we could go into chat and build digital twin versions based on all of that real life interview feedback for them and then do follow up questions that were just ai ai right exactly it's like a i'm in my own simulation really because this is like the perfect moment for me to start building products i was a software engineer way back in college and tried to be a software engineer for over years and now we've come full circle till i can build product with ai so i don't need to talk to humans i can build traditional ai representation for my customers and then have ai of interview ai so i don't have to talk to anyone there either so it's like the world is engineer humans out of the loop for me so i can just do all of these things about ever having to talk to someone one it's just incredible i wanna show you like an example of what this will actually look like for the customer but one thing i'm probing you can say exactly like make sure to ask about exercise goals eating habits and so it knows what to probe on which is very cool and one more thing i do have to show you is this language setting like look at all the languages you can do this in which is unbelievable like you're like me who can only speak english and but wanna get like that global sample you can do as many questions as you want but i'm just gonna do this one you're gonna get to hear about my exercise habits i love this i am looking to get more exercise do more workouts and eat better you see this is where the probing is coming in yes okay or wellness goals you're aiming to achieve please describe what they are i'm hoping to work out three times a week and rest of the time i'm gonna chase my kids that sounds like a great plan could you tell me more about the types of workouts you're they've used a clever hack here how often you they have a very well spoken english person conduct the interview there you go that's how you know you're gonna get better responses yeah except they should be using a better eleven labs model than that the voice quality isn't as as i would thought i love that balance of planned workouts and active time with your kids so i have two market researchers on my team we a ton of products a ton of needs and they're able to just do so many more customer interviews and then it also will run the analysis for you so this is something cool where if you have different questions you can then click in and get like a bunch of your like customer samples and these are like some of the best quotes that your customer said during the interviews they also have to have this highlight real at the end where they compile everything so not only is it doing the interviews but it's doing your analysis at the end as well it's just super cool and it's really helped us on the team have you found the engagement to be good like people are pretty happy talking to a an ai assistant yeah that's why i want to show how it was like it it's not a person that you know ai isn't in like it's very clear that you know ai interviewer so people are really engaging with it and we're getting great data at it and at scale so it's been really really great for the team how much more efficient is it rachel like because a lot of people watching this probably do an occasional survey but maybe they don't do really in interviews like this and they're really historically very manual in time consuming like so how much faster is it yeah here's the thing i think this is becoming more and more important because as we talked about with the quad projects and the custom gb you need more customer interviews and transcripts and if you you can't take the time to do like it might take wonderful full day you might be able to if you're lucky do ten interviews and i say if you're lucky because mh if deal with schedules and people not responding by email and not wanting to take all the time but this is able to do like hundreds in that period of time so i think it's saving a tremendous amount of time way faster yeah yeah i think the ability just to get data and use that data ai just speeds that up so much i wanted to give a close eye with one level of fun thing to show you to see if you think it's cooler or not not a show unless kieran show something he filled it follows a theme that kip and i have going on this show which is we kinda believe marketing is going to be much more tailored much more personalized i did a show last week was all around how to build these kind of micro audiences so you know the theory there is we build product marketing for an ideal customer profile that ideal customer profile has to be pretty broad because if it was like really really small we couldn't afford to hire that many marketers to market to these small audiences but with ai you can do that and so one of the interesting things that kinda think about is does product marketing actually become one of the teams that help you appear in because what l are really doing is looking to see all of the different ways people talk about your product right lots of niche ways and if you have content for that you're more likely to appear in l and so let me just give you a little like side by side competition i did here between o three and perplexed because complexity is my new like fun toy at the moment seems when you both like that bats and so what i basically did so what would be a micro audience for product marketing and well in this case it's like how would you divide up that ideal customer profile that you've been showing how you market to like that cloud project in this way we were doing it based upon people who has left reviews on g two or reviews on any review sites so we went out we took out a competitor and we said look at the reviews that are three stars or less across these platforms and then based upon the feedback that they give we're going to divide those up into a little audience and then we're gonna market create product position in for that audience based upon the problems they have in a house would solve them so this is a little example that it's like going across it's finding in the different reviewer roles it's talking about the pain points they have with this specific competitor that we have and then in caps letters you're ten times longer to complete anything people really have issues here because they caps things just doesn't save what you're working on meaning and you have to read redo things all the time price increase whereas they charge five x as much as the former basic plan blah no imitation in no emails about the sudden okay a lot of price stuff and so it cleans them right at crazy as little audience okay there's busy marketing professionals and small business owners who need efficient reliable tools to execute campaigns quickly at constant troubleshooting so this is like what i picked up on and people leaving negative reviews about that platform and then the job they have to be done because your point product marketing is really how do i market the benefits not the features the benefits of my product i need marketing automation to just work smoothly so i can focus on strategy not fighting with the software so what do we did here is we took this micro audience we paired it with your ideal customer profile and then based upon that we created a prompt that had you know how do you do great product position it it kinda goes and looks to see what are the best people in the world and what did they do really well then then comes back and says this is how you do it and then we give that prompt to lovable and i wanna show you the kinda two examples it did in love so you can see if you think that this is pretty good or not so this one was done by o three so again remember that it's doing the micro audience it's a smaller version of subset so it's the one who really struggled with the fact that the tool was not making them more productive so it has a pretty good like header here i thought like launch multi channel campaigns in minutes not days of duct tape is pretty good tools everything from first click to qualified leads live inside marketing hub and then i love the fact that it starts make up numbers i were some good fake return on investment stats grab the like a typical b2b b image here i look why is my day hijacked by marketing tools and then it will tell you why it's doing this right it surface is the productivity killer pain for dat to build awareness so this is again coming back to the micro audience talking about time drain data silos heavy enterprise suites so you can see what it's done here right it's crafted all of the content for your ic who has that specific cluster of problems and this is just one shot right i created this page in one shot like campaigns live before your next coffee all of the stuff you can do to get migrated all of the fake data around how you actually increase leads all of the stuff you can do around real time data attribution and so all on and on and on and on but like i thought for the very first attempt this was pretty good at bringing the product to live through a product page here i think it's good i think what you would have is you're gonna wanna dynamically spin this up for each individual company that has this problem exactly exactly that's the big thing they want people to take away this would be for a product page targeting that competitor and everyone who comes in through that competitor which you can get through data like you can actually once you have their domain you can actually figure out their tech stack it's so you would direct people change to this page which is specific to that pain points that people have around that but what i'm saying is we'd even render it for that specific company's pain so not just the competitor but the company who's using that competitor yeah the problem they have that's where you're gonna get real transformational conversion rate change the thing that's so cool see about that as i feel like years ago we tried to do something even with kept to your point with company names on such a smaller scale but it was just impossible and now you totally do this and it's it's even better than what we were doing manually it's just so cool so you you're right kip so basically you're saying take this first row which is a company who will have a review that is one or two stars yep and they were like everything taken ten times longer to complete anything you yes we're gonna pair their words back to them we build the page for these exactly we actually have an agent that dynamically those campaigns per exactly i think that's actually something we should do i think we can do that i this is what i thought we were doing we and i talking after this but like that's what's gonna be the whole thing the whole thing is going to be understanding that pain that the swift company has and then activating it on a personal web page a personal ad personal email to the point where you're like this is exactly how we can solve it for you and why it's so good for you and that's how you're gonna transform conversion rates in a world where website visitors are much harder you get right well the cool thing i think about product marketing role here is it's becoming more and more important because you have all these pages you have to have that consistency and messaging voice and now product marketers for the first time have the ability to do that at scale which they've never had before so it's just pull out the illusion of product marketing role just be way more tailored so perplexed right similar like it's all our around productivity not a great i think above the full experience here what do you notice about per compared to the o three one right off the bat what don't you see here and then what do you see lots of here something that the older models do emojis i was gonna say it's a lot of text different and then yes the older models love emoji love a good emoji o three move past emojis it's graduated it's got a little bit older it said you know i've grown out of my emoji phase i have to grow up i'm not allowed to do that anymore for pe he's like no i'm still into this emoji phase it's pretty good but yeah it's you know has hidden cost of broken automation that picked up on one of the reviews that talked about that so this automation doesn't work gives you some stats makes the platform that just works so again i just shows you how quickly you can go from your ic and then some additional data to actually pretty good for shot of like product mark on collateral yeah so the main thing here is just the amount of tailoring and personalization you can do because of ai tools is just like different from anything you could have done in the past we're gonna do a whole taylor episode campaign like coming up karen because you and i are cook on a bunch of stuff here but i think what is dramatic to me about the show today is that product marketing is i think more important than ever first of all especially because how ai is changing especially the technology market product and feature comm customizations happening much faster so the store you're telling and your ability to articulate the pain and value matters much more so that's one thing that's happening two there's great product market fit with these ai tools and product marketing there's really cool use cases rachel that you showed us that literally anyone can go out and do for like zero to twenty dollars a month right you're not although you're not talking like hundreds or thousands of dollars a month and the third thing is it's clearly going to get way more personal and we'll be continued to be talking about that on upcoming shows rachel karen what else would you wanna add before we close out today's episode i think if you're a product marketer you absolutely absolutely have to spend time using these tools find the time lock off your calendar you get deep into them it will make you so much better at your job and allow you to do so much more than you ever thought was possible try to find your unlock i found my unlock and that it led to all these other things and i just can't imagine my life without it awesome i think this is a great show for any companies that even don't have product marketing teams just wanna do better position and wanna do better competitive insights wanna a one shot of page to be tailored to their audience you have practical use cases that is what we try to do in this show and until next episode we will see all them see everybody

alright hey everyone we're here today checking out a new ai video model that's come out from hayley and i'm gonna show you an example of a cool video that somebody made with this model kinda shows you what it's good at what's possible gonna walk you through chat on how to build a really good prompt and script for an ai video then we're gonna go to the tool and see how good it is at actually generating a video from that script and that's gonna be the show talk about how you might be using this new model and these types of videos in your business and in your marketing let's get into 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 breeds 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 hey everyone we got another ai video show free today we're talking all about ai video partially just because i've been captivated and i mean captivated by ai video recently because people are making really fun and creative stuff and without a doubt my number one is the cat olympics if you've not seen this yet this is an ai generated video of different types of cats doing olympic dives and i honestly i just can't get enough of it the balancing the approach into the water i like this backwards one it's so good and i think it shows off that like wow that's a hard thing to just generate with ai to get the physics and everything of that to actually work there's an audience in the background it's pretty funny and so gentleman named pablo created this pablo prompt i'm sure his name not pablo but that's what i got pablo so there you go and he made this and it's gotten like a million and a half views and he made it thanks to a new model from halo called the halo two model anytime there's a new model i like to like share it with you put it through the paces kinda like to see what's happening here right so that's exactly what i did most ai video right now is just like it's good at creating a decent clip that you could maybe stitch a few of them together and maybe have a video and i think that's what happened in this cat video but i'm gonna show you why i think that in a second but you still need a good prompt and the better the prompt the better the output you're gonna get so when i do the experiments i tend to always have the prompt written in chat jb then take that prompt into whichever video tool that i want to use at the time and so where i started just like hey i just want a fifteen second ad spot for hubspot custom agent product it's the thing i use if you haven't used subs hubspot custom agent you should go check it out every business should be using it and i haven't do some type of video or ad related to it and it's like can you make a fifteen second ad spot as if it was directed by james cameron detailed outline visual direction setting characters the works and i will tell you o three is getting very good at these types of outlines and directions so gave this very detailed outline unfortunately i've yet to find a video tool that can handle this type of outline and put together essentially different types of prompts together into one video i think i could go through and do a lot of this like clip by a clip and edit that together and that's probably another show in the future but what i wanna to do is just give you a quick hit show today of like if you have something that you want to communicate and you can get a real detailed outline and you put it in a modern video tool what do you get today because this is like the real practical brass tacks of all this so this is he it is one of the mini video ai models that are out right now there are some certain kind of styles and aesthetics to these videos the quality is pretty cool and so what you need to do is you can go down to video and you can then add an image and they'll turn that image into video you can have a subject reference and you can like reference a character or create a character or you can do what i did which was text to video which is put in that text based prompt from chat one of the problems i have had is that the context windows the size of the prompt you can put in to create these videos is very small so far one of the things i wanna give props to halo for is it is had one of the longer video context windows that i have found it i was able to put a full prompt that whole prompt from chat for the fifteen second spot in here it did reach the max this is the level of detail you can get 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 and so now what did it actually do because i thought it was a decent prompt this is what you get you get a pan in nice swivel on a steady cam you get a shipping delay you get this underwater creature you get the beginning of what looks like a orange hubspot sting ray or mater ray coming to save of the day after this shipping delay issue and then your clip ends the challenge with all of these tools is that they're really good at like six to eight second clips and that's why that cat works so well because each video of the cat on the diving board is like a six to eight second per clip and that guy had to go and cut them together right where ai video is at today is that you really have to have video editing skills if you have a cool script and you can break it down into like two to eight second chunks and you can go and have consistent prompting you could get pretty good video output but you're gonna to have to connect them together and edit them together make the transitions add in any after effects and animation that you want to have happen so what's the good of it right now is that you can save a bunch of money because you don't have to go do an expensive video and that saves you a lot of time and money but it's not good enough yet that if you are a non technical video person that you can go in and just say hey this is the i wanna try today and it's gonna spin up that video that video within one or a couple tries is gonna be pretty good and be something you could go ron on youtube or instagram or one of the online video sites right and so that's where we are today the video quality has gotten way better if you've got some know how i think you could make some good ai videos but it's not ready to just go and make a quick ad so fit was me and i was out there and i was like hey i want to do more videos whether they'd be trying to make viral videos video ads whatever and i wanna do those with ai what i would do and i'd probably make a custom gp in chat gp i would get really good at generating really great scripts for like six second video clips and then i would use those scripts in something like heal something like google's v three to generate the actual video clips and then i would use an adobe product or one of the mini video editing products to go out there and clip those things together and that's how you're gonna have to edit it and make that work today you can do it much faster much cheaper than you can with traditional video shoots but it's still gonna require some some leg work to really get it right so i hope this was helpful i hope this is a new tool if you've used this tool or you're using for the first time i'd love to see any videos anybody makes would love to check them out hopefully on a future show we'll actually take some of these models and do like a big compare or we'll actually stitch some of them together and see what the best ai generated kind of ad that you can create today what that's gonna look like so that is the show today thank you so much for watching we'll see you real soon on marking against the grain

the great content collapses underway i'm gonna give you some of the most jaw drop in stats from a talk to ceo of cla give recently just about how quickly visits and clicks are drying up to content publishers websites and really what it means for the future of marketing and growth let's get into this quick reaction video from some of the most incredible stats that you will get this week on just how quickly the entire shape of the internet is changing because of ai we're right back to today's show first i gotta tell you about a week that you're not gonna wanna miss it is a highlight of my year every year it is in mail which is hubspot annual event where we bring together the best attendees is the best speakers the best experts in sales and marketing customer success in ai i and we all learn together and we all figure out how to grow our businesses better in the coming year and this year it's no exception it's a fire lineup it's gonna be at the moscow center in san francisco california september third through the fifth so it's a great way to kinda close out q three and kick off q four really strong and have your heads right for twenty twenty six because you're gonna learn and hear from amy poe da ama mod of ant philanthropic dark patel sean evans from hot ones marquis brown league glenn and doyle and the world's best speakers and experts across marketing sales customer service ai they are all at about hundreds of amazing sessions and you know it's more than just the sessions it's about the networking it's about learning from your fellow attendees your peers understanding what people are doing really well where people are getting stuck that is how you break out that is how you are going to grow better and faster in twenty twenty six you're not gonna wanna miss it you can go to inbound dot com slash register to secure your ticket and your spot for inbound twenty twenty five okay so this is a quick video from the ceo of cloud fair and i thought this was some of the most important data that has been shared recently so we're gonna get into it right here and we're gonna play some of the video and i'm gonna stop the video and na this as we go along but like that's just have a listen to what that's metric with we found to describe how much harder your business is a as a media creator as a content creator gun is to look at just google data how many pages did google scrape in exchange for how many visitors did they say i think that's a good way to think about the value creation of the internet the way kinda of google built its business with content publishers is this somewhat partnership right they you know unspoken partnership that we scrape your content and in return for us scraping your content we give you traffic back and that's why all of this actually works so that kind of visit to scrape ratio is a good way to think about how the internet actually works today google is responsible for i think sixty seven percent of all referral traffic across the internet so every website is somewhat reliant on google website traffic google search with you is you gave them your content they took all snippets of it described it and in exchange they sent you traffic for every two pages they scraped they sent you one visitor on average across the entire internet we have really good data they scraped two pieces of your content and they give you a visit back that's a pretty good partnership what has changed over that period of time over the next ten years up until six months ago we've added two billion people to the internet we went from four billion to six billion people using the internet so that should be good for you as a content creator billion more people to read your content so wow this should be good for all of us who create content we should begin in many more visitors to our website the google crawl rate has not changed at all it's been remarkably consistent over that entire time and so if you just had those two facts you would actually think that for every scrape you would have gotten more visitors but you all know that's not what's happened how much harder did it get over the last ten years to be a publisher and i've asked that to a bunch of people and the answer is it's about three times harder and that blends up exactly with the data so i think there's a couple of quick points here so two billion more people have come on to the internet google are stole crawling in the same way so their crawling and all this data but six months ago they would take six pages and give you a visit back so we have gone from two pages to one visit to six months ago six pages from one visit the way you hear what's happened seventy five percent actually not now six months ago seventy five percent of queries to google get answered on google which means that if you an original content creator your information is getting summarized and then sold because they still put ads there but you don't get that traffic enabled and that's the good news because what's happened in the last six months the answer is that in the last six months it has gotten even harder than it did even over the last previous ten years and so the traffic ratio now is for every eighteen pages that google takes from you you get one visitor pretty incredible when you think about it right seventy five percent of all of the questions that people are asking google get answered on their website where they are able to monetize off ads and they publishers who are creating all this content get nothing get nothing in return now they used to get visits right keep about standing your mind they used to get one visit for every six pages scraped three times worse in six months and what change we can track this on region by region by region by region the answer is ai overview where they're taking your content and someone else's content someone else's content they're smashing it all together they're giving you an answer right there and i bet that the answer today is that ninety percent of queries to google have answer without people clicking on a single link how incredible is that we started at ten years ago two pages for one visit that it didn't really change that much up until about six months ago we had three times where six pages were scraped and they give you a visit back what has happened in the past six months is incredible we are now at the point in google we're gonna get into opening when do stay tuned for opening a eye because the stats there are off the wall google are giving you one visit for every eighteen pages great because of ai overview and we're gonna go from around seventy five percent of all of the questions being answered on google to ninety percent so google is basically just monetize in other people's content and taken the ability to monetize that content away from that publisher that is not good for the future health of the web right the way the web has been built is there's is this value exchange we create content you give us visitors and we can monetize some of those visitors and you can monetize some of the content and that has fundamentally been how the internet has worked to date now that's google where we are today is ai reviews are being rolled at much more aggressively i think over thirty five percent of all search trigger an ai overview google are starting to beta test ai mode in the us and recently india they say that's gonna be the default mode so this is going to accelerate very very rapidly but let's get into some of the other data how does this work for open ai because i think that's something we all have an interest in open is become one of the d facto search engines when you want to use an ai assistant to search so what does the data look like for open ai what's the ratio for open ai six months ago two hundred and fifty to one what is it today fifteen hundred to one what's changed people trust the ai more over the last six months which means they're not reading original content and so that means those three things go away i just want to give a quick call out to myself here as soon as i use chat you can go all the way back to the very first episode that we covered in november after it had launched i literally said this would happen humans will always default to easy and fast every single time and i talked about the fact that eventually humans will become very comfortable using an ai assistance to get questions and a lot of the feedback i got as i'm wrong people would not trust ai they would not query ai because they were understood at hall they wouldn't trust it they would always default to the blue links and i just didn't believe that to be true because the very first time i used chat t i could see it was gonna be a much better experience than actually me having to go to the blue an and mindless information myself and that is exactly what's happened in open ai was already tough enough two hundred and fifty pages for one visit and google has gone pretty bad over the past six months but that's stole around eighteen pages scraped for one visit open two hundred and fifty pages scraped they give you one visit what's happened today fifteen hundred pages scraped one visit because people are very comfortable getting their answers through an ai assistant because we just become more used to that experience we trust it more we believe that hey it sure fine as long as it's easier and it's faster i'm always gonna default to that experience and that is fundamentally going to break the way the internet works today and so if you believe that the business model of original content creation is driving visitors to that content i just have a really bad story for you which is the future of the web is going to be more and more like ai and that means that people are gonna be reading the summaries of your content not the original content and what i'm worried about why i'm wearing black today is i don't know if you can't sell subscriptions and you just can't sell ads and you don't get an ego hit from knowing the people are consuming your stuff why anyone's gonna create content for someone who's created a content their entire time they've actually been on the web have always enjoyed creating content i think that is a sad thing for all of us to consider by one of the potential outcomes of ai it's breaking the relationship between the person the publisher and the engines who actually rely on that content to monetize at the ag and i do think that is going to be problematic and it's really problematic for marketers because let's submit it most of the scalable marketing models that we built today google search has been at the heart of that but it's not just that right let's actually play out what's going to happen and i think if you kinda play out the last two years it basically maps to what we said when we first experience chat so i think we have some sort of history of being mostly right here and i think what is going to happen is search traffic is going to die out people are going to gravitate towards ai assistance on those ai assistance we're going to actually look at share a voice which is a brand metric we're gonna just look to see how many impressions our brand got within those ai assistance which is nowhere near as good as being able to track a click a visit a customer but it's not just that what will happen is people have to try to build scalable models somewhere scalable models forecast models are what if i do these things i can equate that to about ten twenty thirty customers a month and so what we'll do is let's start to gravitate much more towards paid advertising because we are not able to do it in an inorganic way right social platforms are locking down their platforms to promotional content if you use links or you use promotional content in your social post you usually get less and less engagement they're becoming closed walls google does now becoming a closed world platform where they wanna keep people on their platform these ai assistants are closed walls they for the most part wanna keep you in their platform and they do a great job of that and so we gravitate towards paid advertising the cost of paid advertising is going to go up and up and up because there's going to be more and more competition and that is going to be une economical for a lot of businesses how do we actually do that and so i do think the way that we market is going to drastically change because the way you market is really predicated on the way platforms work ag work internet consumer behavior works you actually have to market into those things and those things are rapidly rapidly changing and in the way we've really never seen before maybe since the internet itself started to become popular and we gravitate it towards offline marketing to online marketing but we are going to rewrite the ways that we have done marketing and i think this is a time to really stay curious on top of the data be watching shows like marketing against a grain because we are trying to give you the net new mark playbook right last week we published a new playbook all about micro audience target in which is how ai can allow us to be more proactive go and reach people not wake for the click actually divide people into small audiences and create personalized tailored marketing experiences for them to proactively pull them in versus waiting for them to click on something that you created so that is the stats to give that summary google ten years ago two pages scraped one visit six months ago six pages scraped one visit today because of ai overview eighteen pages scraped one visit so in ten years we've gone nine times harder to get traffic and ai mode is only just being rolled out now and then open ai which has become the d factor facto ai assistant search platform we were at about two hundred and fifty pages scraped to one visit now fifteen hundred pages scraped to one visit because people trust ai assistance and he even said and called its sixty thousand pages scraped to one visit people stay within those platforms this is the most sizable shift in the way that we market and grow businesses that has probably ever happened and everything is going to be rewrote over the next six to twelve to eighteen months that's the episode subscribe to mark and us grain and if you want all of the new future mark and playbook as we find them as we start to build an night we will give them to you

we know that marketing is changing we know that google search traffic is disappearing but no one has given us the new marketing in playbook while i am deep in the labs and i really do mean that i'm deep in complexity labs and what i'm gonna show you is a potential new marketing and playbook that can create you at bunch of money using just per complexity labs i'm gonna show you how we can turn per complexity labs into an incredible marketing colleague that can actually help you track more money from your audience and who wouldn't wanna do that be right back to today's show first i gotta tell you about a week that you're not gonna wanna miss it is a highlight of my year over year it is inbound which is hubspot annual event what we bring together the best attendees is the best speakers the best experts in sales and marketing customer success in i and we all learn together and we all figure out how to grow our businesses better in the coming year and this year it's no exception it's to fire lineup it's gonna be at the moscow center in san francisco california september third through the fifth so it's a great way to kinda close out q three and kick off q four really strong and have your heads right for twenty twenty six because you're gonna learn and hear from amy poe da ama mod of ant philanthropic dark patel sean evans from hot ones marquis brown league glenn and doyle and world's best speakers and experts across marketing sales customer service ai they are all at inbound hundreds of amazing sessions and you know it's more than just the sessions it's about the networking it's about learning from your fellow attendees your peers understanding what people are doing really well where people are getting stuck that is how you break out that is how you are going to grow better and faster in twenty twenty six you're not gonna wanna miss it you can go to inbound dot com slash register to secure your ticket and your spot for inbound twenty twenty five right so we have not focus that much on complexity labs on this podcast youtube channel to date that's all gonna change i'm kind of obsessed with complexity labs and what i wanna do is show you a potential new marketing playbook that i believe is gonna be one of these staples of how we do marketing in the future we're gonna do it all through complexity labs with a little help from claude we've got three core steps and it's all really focused around how i believe we are gonna change from marketing two a broad set of people which we generally call in b2b marketing and your ic your ideal customer profile who is the ideal customer that would actually buy your products and services and this is a petition representation of your customer and usually includes a broad swath of people who could all have some sort of interest in your product or service because it solves a core pain point for them that typically has how we do marketing them and we create content for them we create ads for them and it's quite broad because we have to hire a bunch of marketers to market to that audience now the thing that ai allows you to do is to market to what i call micro versions of that audience in a more personalized way and i think this is a very new thing for marketing because ai empowers us to actually scale beyond what we've been able to do in the past so this concept is really all around how we can do micro audience marketing and how we can do all of this through tools like per complexity labs so what is a micro audience let me show you this is an example of a micro audience and we are going to build this using cloth to build a version of your ideal customer profile so basically your ic which has being a staple of marketing forever but i wanna give you a cloud prompt that that can build that for you if you don't have it because you need it to do micro audience marketing so your ideal customer profile that's one prompt you're gonna get that then i'm gonna give you a pretty killer prompt that you're going to use in complexity labs to turn your ic your ideal customer profile into a bunch of micro audiences like this they're going to give you an intense signal and i'm gonna talk a little bit about intense signals i call them hunts and i'm gonna tell you why i call them hunts but they're like a way that you can actually segment your ic your ideal customer profile into many smaller audiences that allow you to do more custom and tailored marketing and more creative things to that audience it talks about their pain points it gives you their core hook which in this case is the reason they would buy hubspot and then it gives me some suggested campaigns we're gonna take all that that information and then pass that to another protects the lab prompts to be able to actually create your marketing collateral to market to these micro audiences now what is per complexity labs per complexity labs is like a work bench version of per complexity you have to be a per complexity pro user and it allows you to actually do kinda multi chain prompts and so the assistant is able to do things like i crawled the web and then research a pdf and then write some code to do something all to give you back your response and i'm gonna show you that in action so it's kinda like a level marketing team working for you when you wanna do the kind of stuff that i'm gonna show you can do lots of or different tasks all from a singular prompt and it's pretty cool ux right i can create these things called spaces which are really projects and chat i create a space i say this is bill hunter and micro audiences i'm gonna tell you what the hunters is i've copied around all of this stuff so you do not start copying and branding my stuff this is all my stuff i'm only joking about that feel free to so i call it hunt these are my previous ones that we're gonna get into here i was running one just right before we went on this pod to make sure it was working and really good and so let's get into the three steps right we wanna get to hey i wanna get to my micro audience and then i wanna mark to that micro audience and i want to see why this so much better and gonna create me a lot of money because that's what we are here to do as marketers to create those sales so i actually have started to put these into google docs again there's nothing that intuitive about an ic and an ideal customer profile you should all have them i do wanna show that the tools like cloud now and open are really good for building these or even just refining what you have over time because it has access to your internal tools and i compare that with external data and so what this one here does is basically say okay we're gonna build an ideal customer profile for hubspot and we're going to use internal data so you can see here i'm using google drive i'm telling that to pull doc with a seed list here which is a customer persona win rate case study any of these things that exist in the file name or title prioritize the ten most recently edited files because you want them to be most up to date then i look at external resources it's things like analyst reports things like linkedin jobs things like tech stacks things like funding signals things like community pains i have a couple of little like special sauce things in here right linkedin jobs past ninety days the kind of tech stack only ones with fifty reviews kind of the set reddit these kind of community threads that are only in the last twelve months and then it does a little little stuff here that i won't get into to explain because it would taking me for a little more time but it does seem like figure an night of what are these external sources are the most important how to stock rank those and then it gives me this output format right and it basically says hey company product snapshot the core persona what are their success metrics whether they're typical of pain points what competitors do they use what are differentiator what are exclusion flags like you think people that you definitely do not wanna market because our outside of your ic bunch of things like that you could see if i run it in again if you get this we'll share this for sure as part of this episode you'll get it in the comments if you wanna run that you can change it again to your taste the everything i share is not meant to be for copy and paste they meant to be for building and blocks so you kind of copy them edit them build on top of them i think of ai in some ways like lego blocks and so you copy the things that look good and then you edit refined to your needs and so you can see here it's created this ic piece where it ran across three hundred and twenty four sources internal and external and then would create me this and basically talks about who is an ic for hubspot crm and so it goes through the company and the product snapshot the core buyer persona the known success metrics and these are important for the hunt we're about to do to create a micro audience the typical pains the competitors the differentiator like how you can differentiate for this audience things like ai powered automation things like all in one platform who we have that awesome and that's like really true we win a lot because of the all in one exclusion flags i think this is wrong so i would refine that we have lots of great companies ten less employees industries that require on premise deployment pretty true so you can see here it's like got some stuff in here that heavy salesforce customization old salesforce is heavy customization so you can see this got some pretty good exclusion flags so we've got an ic right i thought there's is like this feature is so boring but i just love it that you can save all of this to a pdf and now we are going to go and say okay well we would typically go then build marketing around this ideal customer profile typically some email all of these different things and again it's because you need to have a broad enough audience then it makes sense to hire marketers to market to them and ai changes that ai allows you to have a huge marketing team without haven't hired a lot of marketers and so you could break down these audiences into micro audiences now we're gonna get into their per complexity labs prompt and so what am i doing here i wanna describe the prompt a little bit so basically what the prompt is doing is it's creating a assistant that's my micro audience hunter and marketer copyright current flanagan it's going to input the ic remember our ic is the ideal customer pro file and then it is going to output these micro audience cards that we able to just input in to another assistant to run campaigns now what it's doing here and i'm gonna try to explain this really simply because of this is gonna show you the value of per labs it's gonna do a bunch of different things all chain together first of all it parse the document it parse this pdf that we give it and basically looks for that baseline kpis this is going to be important so what is a baseline kpi let me explain the thought process pure and you can do whatever would work for you what i have is the known success metrics like these are the things that are ideal customer profile is usually responsible for and so for us it's always going to be things like pipeline velocity grow the sales team grow revenue all of these different things now one of the things i could do is create micro audiences around our known kpis at micro audience that's going to be clustered around people who want to grow revenue who want to generate more pipeline who want to improve the productivity of the sales team whatever it may be and so i just wanna make the distinction here i am purposely going after new ryzen phrases things that we would not have thought of before that are going to be in these linkedin job ads and i'm gonna show you so i'm gonna explain how that is if it sounds like what does he mean here don't worry i'm gonna quickly explain that so basically it parse i the kpis here parse out the buyer rolls right we have core buyer rules in here as well it parse out the buyer rules in the section two core buyer persona parse out the category words in section one it parse out the market tier and then differentiator differentiator is pretty important it's number six it's how you can differentiate for this audience so it's parse at this information and it has that information here nah this is the important part this is a hunt how are we going to start to categorize folks into different clusters and again i have twenty different hunts this as just one example of how you can do it based upon kpi key phrases and what it's going to do is it's going to go and look on linkedin folks it's going to look for people that are part of your category words which are what we are in section one the kind of company and product snapshot it's going to look for buyer rules so companies that are hiring these buyer rules these job titles that we got here if we can find companies that are higher and for people who would use hubspot that is a great audience to market to because we know they are looking to move the needle on things at hubspot can move the needle on i'm looking to hire people that would use hubspot but the cool thing it's doing to create the micro audience is it's looking for kpi phrases that are specifically not in the baseline kpis these are the kpis that we know our ic is generally in charge of and so we would usually always market to these folks but micro audiences are how i can create smaller versions of my audience a market to them in more custom and tailored ways in this example what it's doing is looking for mentions of new metrics they're accountable for that we may not have seen before right and so how it does this is it says okay well i'm starting to see this new metric these job ads are saying that isn't mentioned in your baseline kpis and what i'm gonna do is cluster companies by the metric so if a bunch of companies are advertising jobs against this new metric i cluster all of them together and then i have a simple score that is an intent and fifth score and the intent is basically cluster companies together in groups and so if five of more companies all have to same metrics they're in my high tier group hyphen intent group because we found a new metric that lots of companies are talking about and that is top of the group for me to wanna go out and create some tailored marking towards and the fit is basically you know are they and smb mid market it's just employee count pretty self explanatory so to just recap on that what are we doing here we are basically taking our ideal customer profile then we are looking for companies that are advertising for our ideal job titles like within that customer profile and you can see that here the core buyer persona has different job titles so there's a bunch of different job titles that going there we're looking for companies that are higher in those job titles and then we're specifically focusing on the kpi part to create micro audiences we are saying hey we want to know what new kpis these people are being held accountable for and i want you to split them into groups by the mention of that new kpi and the group of companies that are all mentioned in the same kpi together that's gonna be high intent because that is a real one we wanna pay attention to there's obviously something happened there they are all talking about these new metric and then there's a slide in scale so maybe only two companies are talking about this metric so that's like less intent and then we have fit and then it outputs into this micro audience right it has a micro audience card format and so you can see here i'd describe it into the catchy name because you need a marketing name you have a signal you have a pain and you have a hook and you have a suggested marketing and campaign that you'll run to them and so i ran this one and you can see it ran for some time it went through a bunch of data and it started to pull back a bunch of things for us and i thought some of them were really cool these pipeline velocity optimize three mid market companies posted job ads in the last forty five days i'm gonna talk a little bit about this forty five days so that's important and how you can actually move the range in terms of how many companies you wanna come back and they talked about lead prioritization and pipeline velocity i'm grinding an un qualified leads on my sales pipeline moves to slowly cause and missed revenue targets and so it has a hook on how we can solve that and then it has a suggested campaign talks about fit and intent intent is obviously three out of five because it's only three companies mentioned that and that's because i've got pretty stringent parameters on how it's going to actually pull back companies it talks about conversion rate and maximize so three and smb mid market companies posted job ads in the last forty five days mentioned in lead qualification and conversion optimization and we talk about the pain we talk about the hook and then we have a suggested campaign for them i'm all on the on attribution analytics seekers so you can see it's done this micro audience it started to create micro audiences around these new ryzen kpis that people are being held accountable for everyone if you're like me you love learning from the best and you just love learning period and a podcast that is all about learning is one that i love it's called billion dollar moves it's hosted by sarah chen spellings it's brought to you by hubspot media and sarah is awesome and she covers really what it takes to build a remarkable business she's a venture capitalist she's a strategist she has really hard questions and wants to find the highs and the lows from the most successful builders and entrepreneurs of our time so that we can learn from them and make our own billion dollar moves she's got a great episode around the big bet mindset and how you really build bold change for your company it's awesome you're wanna check that out as well as all reps that's it's awesome highly recommend you can listen to billion dollar moves wherever you get your podcast and so that's how we create these kind of micro audiences now i have a bunch of micro audiences around a single hunt so a hunt in this cases go look at job ads and use kpis to break apart audiences i'm gonna give you an example of another hunt to show you there's an infinite number of ways that you can actually do this and so what do we do then well then we actually just want to create a marketing and kit for that audience audiences and so you can see here we're going to use per complexity labs again and we have a multi channel campaign kit so we have the cluster name we have the top kpi so we're gonna go after one of the micro audiences we're gonna go after the very top one because that has the best fit and intent as a reminder that is micro audience pipeline velocity optimize and we are going to go after this one and create a campaign around it so we have our cluster name and we have what is the top kpis so remember this was the ryzen kpi that was not in our baseline of kpis we have cluster which is only three mid market companies i'm gonna show you how you can make this many many more we talk about the core pain we talk about the hook we talk about the cta book up pipeline velocity assessment and then you can see here we tell per complexity to create a snapshot using firmer graphics the tech stack overlap one line common pain summary so it does like a little cluster snapshot of the micro audience talk a little bit about the target csv then this is the meat of it which is the campaign assets so you can change this out for what would work for you and this is just an example we're showing it will create a linkedin carousel it will create a email sequence it will create a landing page wireframe because we can hypo in the future that you will create micro sites for all of your micro audiences right each one of them will come to our website specifically designed for that micro audience need and then we're gonna create a thirty second video script in linkedin or tiktok we can ask it to recommend budget and tell us how you do this give it a little bit of format and so in that way i simply pass my micro audience to complexity labs and because it's able to stitch all of these things together it starts to run that campaign for me so talks about the cluster snapshot it says they on average have two hundred and fifty to three hundred fifty average head count headquarters are in tech ford regions like they're in new york dallas houston primarily b funding because we went and asked to go to crunch base look at this tech overlap salesforce crm considering alternatives hubspot mark and hub outreach sales loft so we can get started to get an idea of their tech slack common pain which is pretty cool this is your target see here this is actually for uploading into ad platforms and so you can upload a csv of companies to target i think it's three hundred so this is just again for demo purposes these are your campaign assets so it creates your different linkedin carousel ads now what i would say is if i was doing this for real real as a little tip for you all i would have a separate prompt per campaign asset when you try to stitch in multiple asks like create this asset this asset and this asset and will not do a good job creating the assets is a whole other show i wanna give you an example of how you use a micro audience with ai to create a full campaign but while i will do is come back and show you how i create the campaign and up level what you see here because i would actually have a specific prompt per campaign asset but along with a style how to create something pretty amazing it still does a pretty good job creates the linkedin carousel has card one car two car three talks about your pain point understands the cluster understands how to market to them creates a quick email sequence that you can send to these companies again because this is a micro audience and pretty targeted this case there's only like three companies in it but i'm show you how you can actually increase that the landing and page wireframe is just for illustration purposes that you could actually have a build out prompt to actually create a micro site for each micro audience so you can imagine you would direct each micro audience to a specific site just for them and because you can use tools like rep lovable all of these tools to easily create websites it can make a lot of sense with ai ai whereas before it wouldn't have and then you can actually create this video script and if i was doing this i would create a video script plug it into v three and i would have my video assets for these micro audiences so this is an example where i take a micro audience card i can plug it into an ai assistant perplexed labs in this one shot prompt did a pretty good example i'll come back with another episode and show you how you can use a micro audience and have a campaign agent probably do something maybe much better than you see on this screen because i'm gonna teach it how to do each individual campaign asset but again i think if i'm starting night when i wanna start to create some real revenue for my company this is good enough for me to actually start to go and do some stuff for recommends how you use your budget again this is for illustration purposes you can actually put some stuff in here around context of your company what is my budget all of that stuff will actually help it give you some better recommendations now why do i keep saying pay attention to the forty five days because if i want to change broad this will go i have basically ruled that it's looking for companies that have posted on linkedin in the last forty five days those was job so you could obviously go back ninety days a hundred and eighty days a whole year it would actually give you a lot more companies and then you could actually change your seed list right the amount of kpi key phrases you could actually tell it to return the new kpi seed list and i've done that and basically say hey like me all of the new ones that you found and then i look at them and i basically say to them okay take that seed list and go ahead and find another like fifteen twenty kpis in these job ads that would fit into that cluster of seed phrases so i could go then from like fifteen kpis to thirty to forty five to sixty the uk phrases the more companies it can go after that has mentioned those and clustered them together and say hey here's a new phrase was mentioned by two companies here's another one that was mentioned by three here's another one mentioned by four here's another one mentioned by five or twenty companies right and so you can go after more companies in that way so the number of days since the job out has been posted and the number of key phrases in that seed list these kind of kpis so to give you a quick example this is only one right so again micro audiences one you could have hundreds and so this is another example which i call kind of stack synergy signals and what it would do is find firms that have two complementary tools that say i know that companies that use hubspot have cal and slack but no hubspot i could use that to do a micro audience on just companies that have colleen slack a new hubspot and this year would go out and start to create that micro audience for me and the reason you do this is because you can start to tailor all of your marketing in more specifically for that micro audience so for me if i know that these people they are charge of these getting kpis that we don't really market to today we don't say hey we can help you do a b or c we're talking about a bunch of other kpis that our audience have had forever we're able to tailor our content to say we can help you with those kpis i'm able to tailor my art to say helps hubspot and help you with those kpis i'm able to create much more video content for them to show how we would help with those kpis and so again this is the beauty of micro audiences is because of ai because i can have perplexed go create the micro audiences because i can have ai start to create all the campaign assets for the micro audiences i can actually go out and do much more tailored marketing at scale so instead of having an ai replace the human and create the video asset for me i can have human plus ai create a hundred videos for a hundred micro audiences versus how it works today create one video for a broad ie your ideal customer profiles your ideal customer profile is your foundational audience and you break that into micro audiences and then you use ai to personalize your marketing into those micro audiences hopefully this illustrates a couple of things there is going to be new ways of doing marketing in that ai is going to enable it shows you some of the awesome around complexity labs and will show you more in future shows because i love it and trying to give you solutions not problems yes we know search being disrupted but hey there's a ton of upside all of the things that we kind start to do with ai so that's this episode of marketing against grain i hope you enjoyed it i hope it wasn't too hard to follow i did try to dis steal it down make it as simple as i could and if you like these kind of new playbook believe me deepen the lab there's a lot more to come so do stay tuned and subscribe to that channel

hey everybody ai video has gone from gimmick to the big time and that's what we're gonna talk about today we're gonna show you a real live ad that was made in two days just using ai created video clips and that's pretty incredible considering how bad ai video was even just a year ago we're gonna show you some crazy examples let's get to today's show we'll be right back to today's show first i gotta tell you about a week that you're not gonna wanna miss it is a highlight of my year over year it is in mail which is hubspot annual event what we bring together the best attendees is the best speakers the best experts in sales in marketing customer success in ai and we all learn together and we all figure out how to grow our businesses better in the coming year and this year it's no exception it's a fire lineup it's gonna be at the moscow center in san francisco california september third through the fifth so it's a great way to kinda close out q three and kick off q four really strong and have your heads right for twenty twenty six because you're gonna learn and hear from amy poe da ama modi of ant philanthropic dark patel sean evans from hot ones marquis brown league glen and doyle and world's best speakers and experts across marketing sales customer service ai they are all at about hundreds of amazing sessions and you know it's more than just the sessions it's about the networking it's about learning from your fellow attendees your peers understanding what people are doing really well where people are getting stuck that is how you break out that is how you are going to grow better and faster in twenty twenty six you're not gonna wanna miss it you can go to inbound dot com slash register to secure your ticket and your spot for inbound twenty twenty five okay the state of the state of ai video there's been a lot of buzz if you are on youtube or twitter instagram you're starting to see more and more ai videos as a marketer as somebody who runs a business is ai video ready for prime time is something we wanted to talk about today kieran part of the reason i wanted to talk about this today was just an excuse to show this video this is the latest ai video viral sensation i don't know if producer jar even seen it yet this person pablo made this video in a tool called hill ai and he got one and a half million views five hours across instagram and tiktok and he did a video on the cat olympics so this whole video is just cats doing different diving board jumps and i love it more than anything i've seen in a long time like the back flips yeah i think come on i like that there's all different kind of cats the physics of the diving boards and stuff are pretty good like there are a couple eras and stuff you can catch in there but it's pretty wild that we went from like terrible ai videos a year ago to where somebody who's just playing around could make a really good thirty five second video of cats as olympia you know like the world needs this yeah i think the quality of the video that i'm seeing have gone way up now what i'm trying to figure out is are they like one shot which means they were just created from prompt or is there a lot of editing in like i know you're trying to create a video with them as well from this tool but i think then v three per practically just released a new video tool yeah video heating up we thought this was gonna be the year of video and then chat gp image jen kinda came out and took the video thunder but now second half of the year videos picking up some steve's so here is like per complexity out of the gate here oh this guy i love this guy yeah the guy is a well known x influencer and they created a little video yeah again i have not tested the model we should get in there and test to see how good it is but looks pretty good quality i think the unlock for video as when you can do longer clips yeah kieran i think if you're watching this show one of the core takeaways i have the state of video is ai video used to not be good enough at all used to be terrible right and now you can get really good eight to fifteen second clips of either a person talking with a specific background or like a cool b roll type of scene or something and you just showed some great examples of both of those but you still need to know how to do some basic video editing to stitch them together to put in any kind of visual effects and everything that you want you can't get just say hey i want this video i want this scene to be this this other scene to be this and stitch it all together and make it good right like you still have to do a lot of manual video editing work yeah the v three stuff is like the most incredible stuff because it actually is longer clips the quality is incredible this blew up a network tv actually approved this so it's actually going to go live again probably a little bit of edit going on but this person made this video in like two days and they actually give you the prompt and everything they use to make it so this was like a huge hit that all might been luke paying attention to is it's like bringing a historical character's life yes alright guys we are headed to troy right now we've been trying for ten years and we still can't get in alright quick update the trojan seriously locked it down we're gonna regroup figure something out i've been thinking it through i was thinking if we hide in something and tell him it's a gift they'll let us in the only thing i have to figure out is what that's something is alright little sneak peek look at this beast the guys have been at all night putting in work he's gonna turn out real nice right boys yeah okay this might be the last update before we try it we go in tomorrow night what a great way to learn about history it's incredible right so someone obviously stitched together bunch of highlights they're using from v three but i think v three is just like pretty incredible from what i've seen so far so there are a couple of things here one of the big tent polls for ai video was this ai ad that was created and played during the nba finals somebody was able to make a very good very compelling ai ad that was good enough to put on a major video stream national broadcast in america right and it's like this crazy gta grand theft auto style ad it's wild vibe korean it's something that if you were to have actually shot this in real life for ka which is like a crypto bedding platform i think i mean dji on dj baby like this would have taken months to shoot in real life with all these actors in all these settings right would be very expensive and i think this was turned around in two days right so this whole video was made in two days which is wild and i would just like to hear from you like what do you think this means for the future of video ads are we just going to have like hyper precise personalized video ads everywhere is every major television show or sporting event gonna have super personalized ads of what just happened the day before like where this going well i think for the average business you can get much more personalized because you can actually do many many different types of ads for lower cost so what you can do is segment your audiences into smaller groups and create ads for a smaller niche set of your audience because and a world gone by you wouldn't have done that because it would be too expensive but if you're like creating videos via v three and it's a prompt a little bit of editing in two days you could actually look at your audience and say well i'm gonna create a whole variety of different ads segment my audience much smaller be way more precise in that target and create creative for them so i guess like one in of the spectrum in the other end of the spectrum there's probably this twelve month period where when you create these ads via these tools they're pretty off the wall yeah like you can just be like way more creative and it looks quite unique so the reason the cat one gets so many more views right now is because it's a novel idea it's a unique idea it's a pretty off the wall idea and they're gonna get a ton of traction so i just like advertising but just social content i think more and more and more your feed is gonna be filled with this incredible amount of video content created by ai personalized to you because what v three can do within the prompt is you can literally say like here are the characteristics of the person here's all of the things that they enjoy and create the video just for them now what happens when everyone is able to do this like i think again there's a arbitrage opportunity where you're too using these tools much faster and get them way more visibility because of that i think we are seeing the text to video really start to accelerate like it has never been as good as we thought it would be but deal three these other tools are starting to really get us to a pretty good spot although i will say you know a lot of the tools are still these eight second clips there's not much you can do with an eight second clip right you can stitch them together actually i think that's what me to do is story board them yeah that's what you can do need just stitch them together look if you're a really good director and you've got a really good script you can just do it all yourself now so instead of having to go do a big shoot right like you can choose your creative direction you can set all of that up the ad that we showed they did in two days that's why is because they got the clips fast and they could spend all their time and the editing and putting it together and getting the sale and audio right and do the things that make an ad spot really great right and i think the thing that is really transformative to me about all this is the accessibility of what video is going to bring you're going to see way more video advertisements in the world in general because a lot of people were priced out of that before karen it's like cool yeah it's not that expensive for me to advertise on youtube but it's pretty expensive for me to make some good videos to put on youtube and then spend more money to youtube to display them now the price of making a good video ad is coming way way down yeah we're working on some ai fifteen seconds spots that are generated by ai will cover that on a future show but i think the cost for each spot x the editor like director's time is gonna be like five hundred bucks yeah yeah before that would have been fifty thousand five hundred thousand depending on the fidelity of the shoot you were gonna do right right if you actually look at the data and most buyers if you were talking to marketers there are number one preference to consume short from video to learn about things but it's just been a hard thing to create short from video like it takes tools it takes money it takes skills and it still takes creative ideas and the ability to prompt and likely some editing but with these tools you can actually start to bring those concepts to life do short from video fulfill that need for your consumer much much better right look i think the beauty of ai tools right now i was that allows you use as a marketer to ship more create more and this is another good example of that yes i actually think the three is one of the most creative tools you can actually use right now i just really wish i could get freaking access to it i wasn't in ireland so here's one of my other favorites it's basically just people falling into sink calls oh yes i saw this somebody on twitter was like it's a toxic trait of mind that i'm just obsessed with sink videos i mean this is people are just making videos of v three that's it's just like a sink hole in the background and somebody falling to the over and over it i love it so much this guy hurts to repair crumbling infrastructure but as you can see some issues are more parent than others authorities are urging residents to avoid the area there's as you behind me what i haven't seen the truckload on elm street examining the city's ongoing efforts to address critical infrastructure issues like this rather large pothole hole behind me it's so i mean but isn't it scary that i actually could just scroll through a feed of v three videos oh yeah the fact that google hasn't made an easy way to do that to like market v three as well well i guess they are doing pretty good with marketing and v three a lot of people have it it's just i'm mostly obviously salty because i can't get it right now in ireland but when you see what people are doing with v three you really just see there's this huge amount of creativity in folks like in people and it all comes out when you get these tools you just see this whole explosion of like these incredibly creative ways of using these tools it could agree more that's why i love about them but they're some of my favorites you know there was a whole thing on the incident by one person versus a hundred grill yes and then someone did a view of three of actually how that would play out it's just like a ton of like cool things look it is a great time to be a creative person video when it comes to ai is getting much better you can now make very good videos if you have a good director editor and some of these tools but you cannot yet make a really good video if you're just like a non technical non video oriented person and that's kinda of where we're at in the middle of this year okay kieran is gonna go and watch tons of ai videos this has been fun to kinda do a little check on ai video with you all today we'll see you real soon a marketing to get great everyone if you're like me you love learning from the best and you just love learning period and a podcast that is all about learning is one that i love it's called billion dollar moves it's hosted by sarah chen spellings it's brought to you by hubspot media and sarah is awesome and she covers really what it takes to build a remarkable business she's a venture capitalist she's a strategist she has really hard questions and what's to find the highs and the lows from the most successful builders and entrepreneurs of our time so that we can learn from them and make our own billion dollar moves she's got a great episode around the big bet mindset and how you really build bold change for your company it's awesome you're gonna wanna check that out as well as all of her reps that's ross highly recommend you can listen to billion dollar moves wherever you get your podcast

everyone one of the biggest things happening in marketing right now is the evolution of search and people's traffic from old school google search is going down on down on down today i'm gonna walk you through how to get your ai search traffic your traffic from chat gp complexity and the all to go up up and up i'm gonna give you a free tool to help you make ai search friendly content i'm gonna show you how to do it all let's get into today's show we right back to today's show first i gotta tell you about a week that you're not gonna wanna miss it is a highlight of my year over year it is inbound which is hubspot annual event where we bring together the best attendees is the best speakers the best experts in sales in marketing customer success in ai and we all learn together and we all figure out how to grow our businesses better in the coming year and this year it's no exception it's a fire lineup it's gonna be at the moscow center in san francisco california september third through the fifth so it's a great way to kinda close out q three and kick off q four really strong and have your heads right for twenty twenty six because you're gonna learn and hear from amy poe da ama modi of ant philanthropic dark patel sean evans from hot ones marquis brown league glenn and doyle and the world's best speakers and experts across marketing sales customer service ai they are all at inbound hundreds of amazing sessions and you know it's more than just the sessions it's about the networking it's about learning from your fellow attendees your peers understanding what people are doing really well where people are getting stuck that is how you break out that is how you are going to grow better and faster in twenty twenty six you're not gonna wanna miss it you can go to inbound dot com slash register to secure your ticket and your spot for inbound twenty twenty five okay so the show is all about how do i get more visibility in ai search engines and the first thing you need to do is understand how to do that if you haven't already go back and watch our show with asia frost we do a massive deep dive at ai seo the trends the fundamentals that you need to understand to be successful in this new era of ai search okay i want to go through with you kind of the next natural iteration here and that is now you understand the principles we talked about that up so if you're gonna wanna go and create content for these ai search engines and to do that i thought i would help you today thought i would show you how to make a custom gp to do that and a custom gp second agent inside a chat gp i'll be honest with you i was kinda struggling at what to do for a show today and i was going back and forth and i got this idea from a conversation and chat gp says hey build a zero click content optimize and that's like kind of a do way of saying it and i was having a conversation with it around what is this new o three pro model which we have yet to talk a ton about on the show what's it really good at and what parts of marketing should it really be helping with so i was in o three just a regular o three and it gave me an idea to create this optimize or agent it gave me some code gave me instructions was great then i said to o three pro make this even better and o three pro thought for twenty four minutes and twenty one seconds and what it did is it made a full markdown prompt is a very technical way of saying a set of technical instructions for a custom gp to make the zero click content optimize agent it gives it all the rules it gives it the exact workflow it wants to do it is pretty awesome and so what i'm doing now is i'm gonna take all this entire prompt and i am going to just drop it here in my custom gp and again for those who aren't familiar you can go to chat gp on the left hand sidebar hit create a gp and this is the screen that comes up and this is configure and so i'm calling this an ai seo content builder and this gp creates ai friendly content to increase the likelihood of showing up in zero click search results and so i've added this prompt and this is basically a set of instructions it's telling your mission is to write one source article so thoroughly that leading ai assistance chat gp per complexity gemini and i claude quote and summarize it verbatim when answering the target query so it's really looking at these conversations the specific subset of them as search conversations here so this is really good it's got some very interesting rules in terms of oh start with a less than forty five word answer that directly answers the question around the topic right and so these are pretty cool the other thing i like about custom gp is that you can upload knowledge so one of the other things i did is i did a deep research project in chad gp on ai seo best practices and one of the things we also haven't talked about on the show yet but i love now when you have it do deep research it puts it in a canvas like this detailed kinda text box and in this canvas you can easily share a link just to the deep research or download a pdf of the deep research which i love so i had chat gp do it i'm giving this gp all of the knowledge that we have found about ai seo best practices so that when it's making decisions and following these instructions it has the context to do so recommended model we're gonna say o three pro this is really important work if this work is sloppy or low quality we're not gonna get ranking we're not going to be successful so you would rather aim for higher quality than speed in this type of work because you are trying to get better rankings on these really important search queries we don't need to create a new action so we're gonna go and now create this i will let anyone with the link use this gp maybe i will share it with all of you leave a comments if you want me to share this with you but i'm show you exactly how to build it yourself as well i'm gonna go i'm gonna view my gp now i have some topics to test this with here is an example of a topic that people would search in a search engine how is hubspot crm better than spreadsheets in twenty twenty five and i say hey highlight easy setup in our unified data so now putting this into our brand new gp look i'm gonna get real with you all i love o three pro o three pro has been great and i've been using it for a lot of tasks it's very very smart but that smart comes at a trade off it is not that vast relative to all the other ai models i think it's hilarious right i'm like oh this model's kinda slow and not that fast i'm like three years ago me would've have thought this was the most life changing output of all time and would have been fine if it took a week to have happened right and now i'm like oh it's like ten minutes i don't know like i just need to get a grip so what is this story just to make sure everybody understands i gave it a set of instructions and then i could take anything that i've either think or know my audience searches for in these ai search agents and i just put that topic right into my custom gp and it will write a custom page of information that is reverse engineered to give a remarkable answer on this topic so that those ai tools and the will find this information and use it and cite it and hopefully even say it verbatim because it's saying the stuff that i believe to be true in the world about in this case hubspot crm and that will be really really remarkable and that is a really powerful way to win the ai search game in a way that nobody's thinking about right now have you been thinking about building web pages for robots or have you been thinking about building those pages for traditional google search and for humans versus the ai search engines and that's what today's show is all about everyone if you like me you loved learning from the best and you just love learning period and a podcast that is all about learning is one that i love it's called billion dollar moves it's hosted by sarah and spellings it's brought to you by hubspot media and sarah is awesome and she covers really what it takes to build a remarkable business she's a venture capitalist she's a strategist she has really hard questions and wants to find the highs and the lows from the most successful builders and entrepreneurs of our time so that we can learn from them and make our own billion dollar moves she's got a great episode around the big bet mindset and how you really build bold change for your company it's awesome you you're gonna wanna check that out as well as all of reps that's awesome highly recommend you can listen to billion dollar moves wherever you get your podcast alright everyone we have our results we wanted it to create a page of web content that was ai search friendly for this specific question people would ask how i'll help hubspot here and beats spreadsheets in twenty twenty five o three pro took thirteen minutes that's what i'm saying it's not fast but the outputs is really high i call you don't have to use o three pro you can use any different model that you may have and what's interesting is remember i had it export everything in json so it could go into a web editor and have the right heading and formatting and everything necessary in order for it to be read well by the ai searching and so it says hubspot crm outperform spreadsheets by giving teams a plug and play workspace that's live in minutes and keeps every contact email deal and activity in one continuously synced record ending copy and paste errors in rogue versions for good so it gave you that tl right that's part of the instructions it followed it really well it talks about what problems duke spreadsheets create so what i've done is so i've taken this template that ai search engines like based on all these best practices and i have figured out a way for any topic to have this agent go research find that information and package it in a way that is really good for ai search engines fast start checklist one of my big things with ais seo that we're moving from just telling people what the answer is helping people move to action so it's got all of this and it's done a really really good job it also talks about unified data it talks about pricing how you can get started for free with hubspot crm it's got all of this marked up perfectly in json and it's awesome and it tells you what the word count is five hundred and sixty four words the reading level the keyword density around hubspot crm is little less than one percent of the density on the page versus spreadsheets that are point seven one percent it talks about what products and entities are covered in this this is awesome if you're hiring a consultant this is what they're gonna go and do manually and i have just made this for you and i'm giving it to you for free you could put any topic you want in there it's gonna give you an output like this you can go and put it in your website builder add a couple images and have a really good and compelling page that can start ranking in ai search engines all for free if you want we have the link to this custom gp it's down in the description i highly recommend checking it out would love to hear feedback as if it's working well for you but this is going to help you raise your game and win in the era of ai search i hope this is helpful let me know leave a comment we'll see you real soon on marking against the green