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Become a Super Marketer in the Age of AI w/Gen Furukawa
262 Plays11 months ago
In this episode of AI-Driven Marketer, Dan Sanchez interviews Gen Furukawa, Founder of SuperMarketers, about leveraging AI to become a super marketer. They dive into building an AI-enhanced marketing stack, covering essential AI tools, content repurposing, data analysis, and more. Gen shares his journey, insights, and practical tips to help marketers do more with less. Whether you’re looking to streamline your marketing efforts or learn how to implement AI effectively, this episode has valuable takeaways for you.
Timestamps
• 03:38 Gen discusses his background in SaaS marketing and the inception of SuperMarketers.
• 06:53 Leveraging AI tools for small marketing teams to compete with larger organizations.
• 10:46 The impact of AI on content production and repurposing.
• 18:14 Predictions on AI’s future in marketing and potential job automation.
• 24:29 Practical applications of AI in data analysis and insights for marketers.
• 34:12 Essential AI tools Gen uses regularly and their benefits for marketing efficiency.
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Transcript
Introduction and Podcast Premise
00:00:02
Speaker
Welcome back to the AI driven marketer. I'm Dan Sanchez, my friends call me Dan Chas. And I'm still on this journey to master AI in 2024. It's the premise of this podcast currently. And I'm so excited to have Jen Furukua on the show because he's one of my favorite podcasts on this topic of AI marketing. And I came across your show just because I was I was a
00:00:25
Speaker
is December and I was looking for paths forward to learning AI and there was only probably like a handful maybe like a half a dozen AI marketing podcasts. Like last December, yours was one of them, I wouldn't subscribe to all of them started listening to all of them. And I found that yours is one of my favorites because I'm like, like, here's somebody who's handling podcasts, like how I would handle it, somebody that understands the strategy, but under is still playing in the weeds of the tactics.
00:00:49
Speaker
and just diving into the specifics.
Learning and Sharing through Podcasting
00:00:51
Speaker
And I was like, yes. So a lot of my episodes are like this, because I just like to get down into the dirt, be like, no, but how do you do this thing? Tell me how you're using it. So I've loved your show. And I can't wait to kind of like unpack your story and talk about like the premise behind your show, which is super marketers, essentially using AI to become get like a 10x 100x output, because that's what's becoming possible now with the tools. So welcome to the show.
00:01:17
Speaker
Dan, Dan says, thanks so much for having me. Yeah, I really appreciate it. Because sometimes, you know, like, especially when you start a podcast, you kind of just put it out there. And that's the fun part, because you have the flexibility to make mistakes and learn. But that's really why I started it too, is so that I could speak with practitioners, experts, people who are doing it, so I could learn and then share and it's kind of like a nice virtuous cycle.
00:01:39
Speaker
Same. It's like the ultimate hack to learning. I feel like people don't use nearly enough because I feel like people are intimidated by podcasts. I think I've done enough that I'm just like, Oh, it's really easy. How come everybody doesn't do this? But
00:01:50
Speaker
Like being able to call people. I mean, I reached out to you and a few other people in the podcasting space who were doing similar podcasts. And I have you and two others to interview who are also running these same kind of podcasts and everyone's got their own unique take. Everyone's learned different things, being able to use a show to learn from people who are actually doing the work. I don't know how else to learn this topic because no one's right. Like there's very few books on this topic or AI or AI marketing particularly, right? Totally.
00:02:19
Speaker
So ultimate hack. I mean, I kind of like, I just went down this path just almost out of necessity or a little bit of frustration.
Jen's Transition to AI and Consulting
00:02:27
Speaker
So last year I ended up selling a SaaS product. It was a quiz builder for Shopify merchants called prehook basically helps Shopify merchants ask a few questions, capture a lead, whether email or SMS and then recommended product. So it was a nice like micro SaaS product. And so I've been in SaaS marketing since 2015.
00:02:48
Speaker
I was part of the founding team at Jungle Scout and basically leading the marketing team for four years there all the way through $110 million fundraise from top private equity firm. It was a great experience, great product, great team. I really enjoyed it. I always wanted to do my own thing. I had tried several things in the past.
00:03:11
Speaker
to no great avail, but now I'd had some success leading marketing and getting a better understanding of SaaS. So I started prehook with two of the other founding members at Jungle Scout. They were both product and dev. I was doing marketing and everything customer facing. And yeah, we worked really hard. It was a small niche product. Marketing is not necessarily so easy, especially if you're priced around $50 per month. So you really need a high volume.
00:03:41
Speaker
as opposed to, you know, a more enterprise brand, which is a slower sales cycle, but higher ARPA or average revenue per user. Anyway, after selling it, realize that there was AI, there was opportunity to leverage far beyond what I was doing as a bootstrap marketer. We wanted to stay bootstrapped. And so I just, I wanted to focus now I had the time instead of just kind of doing 10 things at once as a marketer and
00:04:10
Speaker
partnerships, affiliate support, success, all these other things I could focus solely on learning. And so that's how I ended up really focusing on how AI could be a leverage point for marketers. And so I started doing this consulting with other B2B SaaS companies because I did have extensive experience in that.
00:04:30
Speaker
And then just sharing some of what I was learning on the internet with the podcast and LinkedIn. And so it's just a nice way. I've always been a little bit more behind the scenes and not always so comfortable sharing things and my being self-promotional. But I think it's so important because that's how we connected. And that's how you just share and you learn. And so I'm glad that I am on this path for sure.
00:04:54
Speaker
It's funny because I don't really feel like it's the way you're doing it and the way I try to do it. Sometimes I change if I'm not careful. It's not self-promotional. It's like, hey, look at this cool thing I found out or I learned. You're just sharing like, hey, I'm learning some stuff. Look at this cool thing. Did you know you could automate this process? I didn't. Here's what I did. It's just sharing what you're learning either by doing or from reading and learning from others, which I find
00:05:20
Speaker
is less selfish and is just helpful. Yeah, absolutely.
Curiosity and Interview Strategy
00:05:25
Speaker
And then also there is that mental shift in terms of podcasting where you don't need to be the expert. In fact, like you are a better interviewer or conversationalist if you are not trying to be an expert. You can just ask questions because ultimately that's what you're like the representative of your audience and the people listening. So the more you can pursue that curiosity or put on your beginner's mindset,
00:05:48
Speaker
the better a podcast it would be, in my opinion. I love the frame of your podcast around supermarketers because I feel like it actually does. It's better than my show, which is AI-driven marketer, which isn't bad. It'll probably win the SEO game a little bit more, but supermarketers, I'm like, that's the outcome that I think people are looking for, looking to achieve. When did you make the premise of your show that, and how is your focus? Why have you been drawn to that in particular?
00:06:17
Speaker
Yeah, so remember, it was, you know, whatever, November, 2022, chat GPT launch. And there's this euphoria and excitement, like, oh my god, look at all these like parlor tricks, cool things that you could do. And then it maybe morphed more into like, how can you mold these prompts to be more helpful. And I was coming from the perspective of a marketer. And like, how can I actually use this and be more like tactical and
00:06:45
Speaker
take use cases or like what I'm doing manually takes
AI's Impact on Marketing Capabilities
00:06:49
Speaker
a lot of time and mental energy. How can I use chat GPT or other AI tools to get done what I want to get done in a far faster, more efficient way? So yeah, just narrowing the focus on marketing. And even in that case, I think it's still quite broad in terms of like, are you doing it for video, email, content, social design? There are so many elements of marketing. Supermarketer is quite broad still.
00:07:13
Speaker
But I think that that's one thing where AI does help is it levels a playing field and it accelerates the learning process or your ability to level up so that all of a sudden, you know, I can do some video marketing, AI video marketing.
00:07:28
Speaker
where I don't have formal training in editing or composition or lighting or anything. But all of a sudden, it does make it more accessible. But by the same token, it creates this larger mass of the mean, the average. And so those that are a little bit better can stand out because we're seeing this in Google's March update, for example, the March core update that
00:07:53
Speaker
ideally, or so they say will knock out, you know, 40% of spam on the internet, that's a result of this AI generated content. So yeah, from from the premise of how can we do more as a marketer with AI, and not only do more, but kind of like build out on your zone of genius and kind of like be better than just the average.
00:08:18
Speaker
members three, three years ago, I was working for a podcast agency and we were just doing some thinking about what would disrupt the agency was the largest b2b podcast agency and had about 100 clients. The next largest b2b podcast agency had maybe 44 clients. So like we were by far like double double the next one, and our prices were increasing, we're doing well. And they're like, what's gonna disrupt us?
00:08:43
Speaker
And we were looking at different models or different agencies and up and coming and we realized I'm like, it's, it's not going to be another service company. It's going to be some SAS company that puts us out of business because it used to take sweet fish two weeks to turn around an episode.
00:09:04
Speaker
with all the editing the video work the blog post the social content and all just all the content it took two weeks and it had to go through a lot of hands in order to do that now because of all the ai tools out there it's three years later and i'm like i can do everything sweet fish did but in like 90 minutes just solo which is ridiculous it took a team of like four to five people
00:09:26
Speaker
And a producer to turn it in two weeks what now is with one person is doable in 90 minutes Plus plus more with all the video what clips and all that kind of stuff, you know I wouldn't heck it's like now possible to do superhuman or what was was considered superhuman now and Not everybody's doing it like that. I wish more more would and I think as it gets easier, it'll be more and more possible
00:09:49
Speaker
But I think that's kind of like a representation of what is happening right now. Do you think all marketers, this is going to be like a thing for all marketers? Do you think people get left in the dust? Because we know the guy everybody's watching in the AI space, Sam Altman, has made the prediction.
00:10:09
Speaker
there's going to be a billion dollar unicorn possible with AI, like they'll be so efficient. They'll be able to actually earn a billion in revenue, probably a SAS, individual SAS company, because that's there's multiple, like maybe $10 million apps out there that are doing that kind of money with just one person in charge. That AI will make it possible to
Automation and Role Evolution in Marketing
00:10:28
Speaker
hit a billion. And but he's also predicted like 95% of marketing tasks that are currently taking place will be automated in five years or something like that.
00:10:38
Speaker
So where do you think it's going to go as far as like, do you think a few select marketers will just be doing all the work and then everybody will be like, Oh, do you think it'll be like more across the board? Well, I don't think people, I mean, you've probably heard this common phrase now. It's not going to be the people that, uh, it's not going to be AI that replaces people, but there are still humans that are necessary for pulling some select dials and levers.
00:11:03
Speaker
But the need for all these extra hands, so I was just at SASTOC the past few days, and AI was a big part of the tracks and the curriculum and what people were talking about. But it is clear, I think, that every product is going to infuse AI in some sense, and then it's going to reduce some of this duplicative headcount.
00:11:32
Speaker
Imagine an org would just be a few developers and maybe a marketer, maybe an ops person, maybe an AI ops engineer, chief AI officer, or somebody to manipulate all of these automations. But the capacity of one person who knows how to leverage, how to build out these agents, how to train these agents and use the different tools,
00:12:00
Speaker
is going to be enormous. I mean, a billion dollars. Yeah, I don't know. That's numbers far beyond my capacity to think about it. But what we're seeing with these solopreneurs who are doing so much by setting up these systems and automations and using AI prompts to
00:12:17
Speaker
to basically, you're creating these like set it and forget it systems, where yeah, you can see it's certainly feasible. And in terms of like 95% of marketers being out of work in five years. Yeah, I mean, I don't necessarily believe that, but I think that it is moving towards that where there's going to be a lot of overlap, where people aren't going to be as necessary, especially once the knowledge gap decreases.
00:12:43
Speaker
so that people know what tools are available, how to leverage those tools, or even just using general large language models like chat GPT. We're talking on the heels of 4.0 just releasing GPT 4.0. So it's now multimodal in terms of the media that it can ingest.
00:13:00
Speaker
text, video, audio images, or text, video, audio images. And then it can output all those except video at this point. Video is coming. Google just announced video at their Google I.O. event. And so the rapid change of development and what's possible. And I think people that are alerting, like you, that are alerting and sharing is going to make this all the more possible.
00:13:29
Speaker
You know, for those that might get left behind, and I'm sure there will be, I've spoken to many people that just don't believe that the quality or the output or that they don't use AI and what maybe it's due to habitual nature of like, liking to do things our old way. I think like, it's going to come, you know, and we've seen this 20 years ago with the internet or 10 years ago, 15 years ago with smartphones, it just kind of like a force that can be stopped.
00:13:59
Speaker
Where do you think we are with the adoption curve? There's quantified data on this. There is? Dang, where is it? I'd love to see it. For a content marketer, SEMrush did a study released in April 2024. They did several nice pie charts. Maybe if you could bring it up later or in your show notes,
00:14:24
Speaker
And so I think, yeah, they did the benefits of it, how they're using it, and then the number of people that are not using it. And if I remember correctly is maybe about a third of people that don't use AI in their content creation. And then those that do
00:14:42
Speaker
It had tremendous impact in terms of the time invested in their content, in their output, in their speed to ranking content in the SERPs, in the search engine results page. So yeah, are you finding it?
00:14:56
Speaker
Yeah, I'm looking at it, but I'm not saying like a straight up pie chart. Okay. The graphic, but if I do find it afterwards, I will add that in and post and you will be seeing that right now. Yeah. Okay. Nice. If I find it, it is a, it's an opt-in, so you got to opt in. It's a SEM rushes blog under.
00:15:16
Speaker
Is it 78 artificial intelligence statistics and trends for 2024? Is that the report? I'll link to it in the show notes and I'll put that specific graph of market share here if I can find the right one. Even at one third, that's still... Gosh, where does that put in the adoption curve? That probably still puts it at the very beginning. That means it's crossed the chasm at one third.
00:15:45
Speaker
But I don't even know if we've gotten that far. It will cross the chasm because I just find it so useful. And so once people figure out how to just make it easy, like Loom, Loom uses AI now, or at least if you upgrade, but you don't have to do anything that you weren't doing before. It just automatically writes the title and creates a summary of every video you make. It's effortless AI.
00:16:03
Speaker
And that will just be i feel like i will be a every every software tool get a layer of ai and some of it will be you have to interact with it some of the effort less it's just doing it based on what you already using using the tool for. Like it just add value.
00:16:20
Speaker
Or, I mean, there will be some products where you have to interact directly with AI and build out your own AI automations and stuff. But yeah, I mean, Loom is a great example of in terms of like, doing more with less, like just a few days ago, I think that they launched an SOPs feature where basically, you know, like normally you might have a VA
00:16:40
Speaker
You might be recording your screen. Here's what I do when I'm doing this and you're clicking around. Yeah. Loom actually does that. It would track it. It would create images and SOPs with the screen share and the text. I mean, now that was actually...
00:16:56
Speaker
I tried something earlier with that with a product called Guide, G-U-I-D-D-E. It's still a little bit clunky and a little bit, it took a little time. But that's just, you know, that would take so much time where I wouldn't do it. But now, you know, I do it once and you get the SOPs as a result. That's saving time. That's maybe, like that's an operations person's like,
00:17:21
Speaker
It takes a lot of time for them to do that. From that, the benefit there is the output of shared knowledge. No longer are things siloed where there's only dentures knows how to do this for the B2B SaaS podcast network or whatever it is. It's more automated and people can do this. And then imagine once agents are a little more capable in what they can do. So it all compounds these step function improvements.
00:17:50
Speaker
So it's going to move forward. It's still early. I've even, I do find it like while we say 33%, I'm just kind of like, I still, even my techie friends like are just now signing up for like chat GPT plus.
00:18:03
Speaker
And they're not using it regularly. Sometimes you and I can get caught in a bubble of like a handful of people that do use it like every day, all day. Yeah. And we forget like most people aren't quite leveraging it the same way yet. No, that is true. And I have, especially I think at the enterprise levels, where by necessity, there are more precautions in terms of security or privacy. For sure there has to be there. Yeah.
00:18:28
Speaker
So they're far more hesitant. And so it's definitely not operationalized and in some ways it's restricted. So I think that's for good reason, but yeah, at the enterprise level for sure, far behind.
Content Repurposing and Brand Engagement
00:18:45
Speaker
When you think about AI and how it'll impact marketing, are there any ways that you kind of categorize it or think about the different parts of it at all? Have you done some thinking there?
00:18:57
Speaker
Yeah, so probably the easiest is just either content creation or summarization. And even though that's the easiest, I still think that there is a lot of value and power to that that wasn't there before when you can just take a kernel of an idea and
00:19:16
Speaker
maybe you know, say you're putting it on LinkedIn, it gets some engagement, you like some of the feedback that in itself can become the long form blog post can become your email, your email newsletter, it can become the script for your YouTube video can become the topic of your next podcast. And so
00:19:35
Speaker
I think once you use that and then use it to expand and say you already have a library of prompts to help you repurpose from one media type or platform to another, that's a great use case and it's a relatively low barrier to entry. It's really just about understanding what you want to do and then how you're going to structure the prompts and get the ideal output.
00:19:58
Speaker
Yeah. I almost wonder, a lot of people are coming up with content with just pure AI, but I find I'm like, I don't even know if anybody anytime soon will be coming up with any good content unless it's repurposing original content. That's like the only way I use AI for content is repurposing either me just like literally talking and like I'm looking for, I just got the new chat GPT desktop app. I'm so excited because I can literally open up the mic now because I don't use an iPhone. So I haven't been able to use it that way.
00:20:27
Speaker
But now I can just like dialogue and tell just spit thoughts into it and be like, Hey, turn that into a LinkedIn post. Yep. You know, it's so much smoother. So, but I feel like all content has to go through some kind of repurposing to be good. Have you seen any content where people are coming up with original content with AI? I have.
00:20:45
Speaker
Like on LinkedIn, Luke Matthews. I don't know. So he says he does it. Matthew Lakijev. I think it's Lakijev, L-A-K-A-J-E-V. He's got great LinkedIn content and he says it comes from
00:21:06
Speaker
with help from AI. And I think what they do, what they've said that they do is basically just like have this repository of their previous experiences or perspectives. And then that just becomes part of the output. And so they're kind of still kind of feeding it original content, though, it's still repurposing, it's just instead of repurposing one input, it's pulling from a multitude of inputs and then creating an output.
00:21:32
Speaker
Sure. Yeah. Yeah. Yeah. But, but, you know, and we were talking before, you know, like the, the value of a custom GPT, I mean that, yeah, you somehow you're going to have to give it some seed of an idea of, yeah. Otherwise it's too easy to rip off, right? You got to have some kind of angle to it. Yeah. I guess the one idea I've had before that I haven't executed yet, but I, gosh, I want to so bad. I just, I just haven't had the time for it is coming up with like an AI mascot.
00:22:00
Speaker
Like we're coming up with a totally fictitious character. Yeah, like Mickey Mouse, but not Mickey Mouse. It'd be my own character. Could be bite bot. I don't know. And you just give it a personality, a backstory, and then you just give it a profile on social and let it like interact with people as the thing as a mascot of the company or personality just out there.
00:22:20
Speaker
you know, ripping on people or giving interesting insights or just being silly out there. I'm like, that's that would be original content that he'd be coming up with based on how you framed it. How do you put that together for marketing, though? I don't know yet, but I'm like, it would still be interesting. Yeah, original content. I mean, basically, that's like the simplified version of itana Lopez, that that pink haired Spanish
00:22:47
Speaker
AI the fake influencer. Yeah, you know her or Character.ai or figure what it's called like Cupid. Yeah, but you could be able to do it for a company like imagine Imagine the company comes up with the fictitious villain You know how like there's that insurance company that has chaos as a as a person personified Villain, right that shows up and damages your car. I'm like that could easily be done with AI and
00:23:14
Speaker
Oh, yeah. Okay. I like it would just be interesting. Like he was showing up and just terrorizing every time and he just showed up to as the epitome of the problem, like an over personified villain that your company then combats with their their sword or whatever they're selling, you know? Yeah, I do like that. Interesting.
00:23:32
Speaker
One of the more useless things of Chachi BT is to roast you. You could upload a photo. I've had some fun with that. I do like that style comedy too. I need to find an automated... You know how there's like LinkedIn automated LinkedIn AI spam?
00:23:53
Speaker
You know, it'd be really cool as if you bought one of those tools. Right now they suck. I don't think they're capable of this, but soon they'd probably be able to do it. And you just gave it a fictitious personality. And then every, every time they commented, it was like some kind of slam on something from a villain's point of view. But because they're a villain, it's every, it's all funny. It's like serious, but it's a villain. So it's like if Darth Vader was showing up and slamming you, it'd be like, yeah, but it's Darth Vader, you know, that'd be kind of fun. I love it. AI Bill Burr.
00:24:23
Speaker
That'll be fun for at least a year until everybody does it and then it'll be annoying. Yeah, exactly. That's the way it goes. It's just like one step forward. That's how it is with everything. So first to it is going to make a difference. So you have content production
Data Analysis and Content Strategy Optimization
00:24:35
Speaker
as a category. Are there any other categories you're looking at with AI and marketing?
00:24:39
Speaker
Yeah, data analysis. So that's with advanced data analysis. And, you know, I used to be using it a lot, not as much anymore. But, you know, for example, you can just draw correlations, you can like, so for example, if you're exporting your search console data, and you're looking at your blog post titles and click through rate and impressions, and so you can identify
00:25:03
Speaker
what's working, what topics are good, just based on looking at the click-through rate or the position, and then expand on that more. So that becomes like the core content cluster, and then you're expanding on that. Or you can do the same with YouTube beta in terms of analytics there.
00:25:25
Speaker
Also, interestingly, you can use the visual element of it where you take a screenshot of like, let's say, for example, you go to a like Mr. Beast videos, and you sort by most popular, you can take a screenshot of that. And then you can say, all right, what would be
00:25:44
Speaker
The trends of why they're popular. Yeah, or what's a common common reoccurring thing that's across his popular videos. Yeah. Or maybe if it's, you know, in your case, you know, like Matt Wolf is a big AI YouTuber, like what type of content does best for him. And so you can look at that. Or you can even look at like, VidIQ or TubeBuddy for that. So yeah, the data analysis and incorporating visuals could be interesting to identify patterns that are harder to find.
00:26:14
Speaker
if you're just looking at it. So we have content production, data analysis. Do you have any other buckets? I mean, I don't know if you'd consider this like content production, but like programmatic SEO, that I think is hit or miss. I think some of these sites might have been impacted in the March core update, but if you can incorporate some proprietary data,
00:26:43
Speaker
or something that's more unique. And so programmatic SEO is basically creating content at scale around certain themes or following certain templates. Like Yelp, for example. Like Zapier is pretty good at it. Yeah, Zapier does it with their integrations. Yelp does it with their best blank in blank, like best coffee shops in Austin. Content. Yeah. And so creating that at scale
00:27:11
Speaker
done that a couple times and has been good in terms of the content output and the results. So the tools there are basically using Google Sheets and then GPT for Sheets. So GPT for Sheets is just a
00:27:29
Speaker
a Chrome extension or an add-on in Google Sheets that allows you to make open AI calls or just to create prompts in Google Sheets. What's nice is you can create very detailed prompts and then you're creating the output but it's a very narrow section of the page.
00:27:53
Speaker
So we're doing a glossary, a definition of the term, then you're doing the use case, then you're doing the pros and cons and you're doing the history of it. And so each one you create a pump for. I wonder, has Google pushed their AI into Google Sheets yet? They just made a bunch of announcements. That's not one that I heard though.
00:28:16
Speaker
Well, with Gemini, you can access data from anything in your Google Suite. So you could, in theory, pull data from a sheet.
00:28:27
Speaker
I know with Microsoft co-pilot, you can do it with Excel now, but the use case I saw for it is like, what formula would I need to do this and this with these two cells? And it'll be like, oh, well, you want this formula. Here's what the data would look like. Is that about right? You're like, yes, execute that across the whole freaking column, which is really cool. But part of me is like, yeah, but can you ask it questions and be like, hey, based on this data,
00:28:50
Speaker
What trends do you see? That's a whole other level that I haven't seen a lot of people doing yet, but I'm excited for it. Man, it's getting close. Do you use Microsoft Copilot at all or Gemini? No, I don't. I pay for Gemini. I used to use it, but now I just use chat, GPT, and Claude. Yeah.
00:29:14
Speaker
I'm just all in on chat GPT right now because I haven't seen anything useful. I'm really close to getting Microsoft co-pilot. Just because one I actually really love, even though most people in SAS hate Microsoft, I'm like,
00:29:28
Speaker
365 is really good. I love 365, even though for some reason, I don't know what, I think that past Apple campaigns put their brand equity down in Silicon Valley's eyes so low from long ago that they're still recovering from that, but I find 365 to be pretty good.
00:29:47
Speaker
but I can't wait to see how Copilot can work with all that stuff. I think it's still early days and it's still hard to integrate these things, but I just found out you can build custom GPTs in Copilot. They have a feature like that. Oh, okay. Now the one thing that I'm like, yeah, but is it going to have that voice feature that Chat GPT just launched or is rolling out right now? Yeah. Well, I don't have access. That's going to keep me on Chat GPT now instead of moving over to Copilot.
00:30:14
Speaker
Yeah, I was using voice on desktop. It's a Chrome extension called Mia mia. So I don't have access to the desktop app yet. I tried yesterday. They just let it go today. I just download it. Okay, but it didn't have the new I saw how I just got the desktop app today, but they hadn't they haven't released the updated voice feature as the old voice feature that that people had access to on phones. Oh, okay. So it's getting close. Maybe tomorrow, maybe next week, it'll be nice.
00:30:42
Speaker
There's a few other areas that I've been thinking about for marketing as far as functions go. I actually sat down and probably spent two hours just thinking about like, where does AI fit in marketing? And I put together five different functions. You named like two of them. The other ones I have, and I want to see if you agree with them. These are like major categories to put them in.
00:31:03
Speaker
we'll have at the center is like an internal co-pilot, like every team across the org, but including marketing will have like co-pilot systems, like a shared GPTs and something like Microsoft co-pilot or something as an internal AI resource. I feel like that'll just be cross departmental, maybe organization wide, but at least within your department, you'll have something like that. Yeah. But from there, two other categories I have are like conversational AI, essentially chat bots.
00:31:32
Speaker
I think it's going to add more and more value and have to be engineered to I think can go across from site chat to social media to text messaging, like handling conversations with people and prospects, not in a spammy way, but like in an inbound way that helps people answer questions, serve them with pest resources, you know, and it's just doing what like an entry level employee would be doing essentially. And then the last one I have is hyper personalization.
00:32:01
Speaker
where it's like taking things and actually like, I imagine that's where a lot of owned media is going, your email marketing, your text message marketing, your owned websites, like they're going to be personalized by AI eventually in real time. But for now, like email newsletters will be like, like in the hustle, you can kind of pick like, Oh, I want these things in my newsletter and these things not in my newsletter. So it kind of customizes it again, but pretty soon AI will be able to like really personalize it.
00:32:29
Speaker
to where people are getting different kinds of content based on what it knows about you or what you've engaged with before. So those are the kind of five categories, analysis, content production, conversational AI, hyper-personalization, and then internal copilots. Those are kind of like the five areas that I'm thinking.
Categorizing AI in Marketing
00:32:48
Speaker
And I'm like, are there more? Are those, do those overlap too much? It's kind of where I'm at with it. Yeah. I mean, one would be like,
00:32:56
Speaker
Somehow video, I don't know if video is part of the content creation or personalization, but I think AR video is obviously going to be only getting more traction and improvement. Maybe another might be like IRL, you know, like real world. And that was kind of like the premise of that.
00:33:20
Speaker
4.0 demo is when your phone becomes, you can take images of your phone. It can capture the context of what you are. It can capture the nuance of a conversation or the different voices in a conversation or real-time translation. What is IRL? I'm like Google. In real life. In real life. I'm like, wait a second. What term is that? Mike, is that a TikTok term? Yeah, I don't know. I'm marketing term. Probably a Gen Z term I'm trying to adopt.
00:33:50
Speaker
Yeah. So in real life, like real time customization or Yeah, like, you know, maybe this is where the Apple Vision Pro fits in in some ways to where there's, you know, you're using it and you have like a heads up display or something and it's kind of becomes this
00:34:14
Speaker
overlay of the real life. And I actually don't even think it's that far away as crazy as it might sound. Yeah. But yeah, that was a few few months ago, the rabbit was like getting all this hype turns out to be it was just hype and not a lot of substance there. But yeah, combining like the visual the audio and text.
00:34:36
Speaker
Yeah, I could see it being real time just around the corner. I mean, I don't think any of us were even prepared for where SOAR was going to be just in February. We're like, oh, I thought that was like a year away. And then BAM hits. You're like, oh, well. And then Meta's AI tool can do image generation in real time. Like as you're typing, it's changing the image.
00:34:59
Speaker
Which if you haven't tried that is just mind-blowing how fast it's loading dolly level images as you're typing it So you're like a girl and then it has a girl sitting at the corner and it's got him around the street of a diner And then it's changing the diner It's like morphing as you're typing it and it has the girl and it's just changing it as you go You're like what the frick how fast it's so fast. Yeah, it's in real time access it and I'm like
00:35:22
Speaker
It's yeah, it's free try try it It's the image creation on it is just so freaking fast that you can even make little gif videos of the transformation Some part of me is i'm like, how do I turn that into content because that's kind of cool to watch it transform But I haven't thought of a good marketing application of that little clip yet Well, I mean that that's combining personalization with you know ads so ads might be content creation but when you're able to create a
00:35:51
Speaker
an advertisement that hooks you based on your particular problem and speaks to you contextually. Dan, in Nashville, again, in Austin, that resonates far more. Yeah. It ends up falling somewhere between content production and personalization where you're like,
00:36:11
Speaker
creating content, personalized content at scale through ads or own media or whatever. I don't know. It's going to be an interesting world.
Beneficial AI Processes and Tools
00:36:20
Speaker
What are you finding is the most helpful AI processes you're using on a regular basis? What are you coming back to over and over again? It's just so helpful.
00:36:31
Speaker
Probably, well, content generation and repurposing. Those two, just because I'm doing that a lot for clients. Then also the transcription, so using video and using that as a basis for creating other assets, mainly blog posts, email, and social. I mean, again, that's repurposing, but it is one of the go-tos.
00:36:58
Speaker
Um, but yeah, for anybody listening, like one helpful thing is if say, for example, you watch a YouTube video that you like.
00:37:06
Speaker
You can get the YouTube transcript, but a nice extension is Glasp, G-L-A-S-P dot co. And so that pulls in the transcript in a nice way that can be the basis for you to replicate, repurpose, use it as an inspiration for your own post where you can just copy the transcript or you can go directly into chat GPT. And then Glasp has its own repository of sorts of like
00:37:33
Speaker
the best or most saved content online from class users. Yep. Other than chat, GPT, and Claude, what are your favorite AI tools right now? One that I use a lot is Descript.
00:37:55
Speaker
And it's not like an AI tool per se, but it is because the transcription is really good. And then it just makes it very easy to do, again, to multipurpose things. I'm starting to shift from Zapier to Make. And that's one of the things I'm working on for myself is just to be more efficient operationally and to make things automated
00:38:20
Speaker
and to force that part of my time and my brain to put things down and create systems around it as opposed to doing it again and again and again. YouTube has been following me around with how to automate things with make. I've watched one or two, but now it's starting to show me more and I'm like, what are you working on making in make?
00:38:43
Speaker
So a repurposing tool. So taking that one piece, that one blog post and going to LinkedIn, the carousel, text, social, email. So you can do that. All you do is you're basically, you have one node and then you're creating branches from it and each has its own specific prompt. And you can change the prompt all the time. So you can continue to improve and iterate on it.
00:39:10
Speaker
So that's one. And then working with the team, in particular editors, copy editors, designers to improve the flow of how work goes from me creating it to getting reviews or help or making sure all assets are done in that. So that kind of reviews, uses make and frame.io.
00:39:41
Speaker
So you're just using it to fill in the processes a little bit. Yeah, because chat GPT is good for creating those things But it's still kind of a manual process. You got a prompt to move it along even if it's multi-step and you have to like you can't Automatically send it somewhere you have to everything you do from there has to be copy and paste it out. Yeah. Yeah, correct
00:40:00
Speaker
So man, I'm still make make is okay. I think I mentioned on your show that Cassidy is the one I'm kind of playing with. Sure. Yeah. Still kind of like, so, so with all of them, I'm still, I think everybody's trying to learn right now of how to bridge the gap between automation and AI right now. Like, how do I put the input and automatically do some AI stuff and then output it? That's the trick. I feel like a lot of us are pushing on the edge of trying to make AI a fast task.
00:40:27
Speaker
into just an automated task because you want the same thing every time with the same prompt. Yeah, Make has a little bit more of a learning curve, but it is significantly cheaper than Zapier and going to be more flexible, so something you can grow into. I find Zapier to be really confusing as much as they're going to this area with this canvas and stuff. I got in there and I was like, what is this? Did you try the AI builder there?
00:40:52
Speaker
Yeah, the AI builder can help at least set up the framework of how you're doing things. But yeah, it can be a little confusing for sure. And what are you looking forward to doing? What do you see within the next six months being something that is something you've done and are even reselling as a service since it's something you're doing with clients now that's maybe not possible yet, but is just on the horizon. Where do you think it's going over the next six months?
00:41:21
Speaker
Yeah, I think outbound is something that I'm not using now, but I think has a lot of potential and I'm like, I should be, but maybe I'm just not there yet for my own self or even having an offer nailed down. But by outbound, I basically mean you just have your conception of here's my ideal customer persona, here's their position, their type of company. Let's say, for example,
00:41:49
Speaker
B2B SaaS companies of doing 1 to 10 million in the US and focus specifically in e-commerce and AI. So you can use different tools to find that whole entire universe of those people. It could even just be Sales Navigator. And then you're basically creating outreach campaigns. So it might be with a tool like Instantly or Lemlist where you're actually contacting them.
00:42:19
Speaker
maybe it's using clay to enrich the data and personalize more at scale. But I think that type of campaign and output has high value. And I think now is a good time because there's arbitrage. But again, as more people learn, we're just all going to be inundated with a lot more inbound junk or inbound stuff.
00:42:43
Speaker
unless your promise of personalization is true and those that really master it can stand out from the crowd.
00:42:51
Speaker
Yeah, I still feel like it's still going to be like The more personalized and more targeted you can be the the better it's going to perform whether it's automated or not So but right now like the amount of time it takes to make it that personalized It still takes more time than making it less personalized. Yeah, so it just depends on what you want to do I almost wonder really it's like you wonder like where's the breakdown? Like is it worth me putting into that much more effort as far as the conversion rate goes? Maybe maybe not. I'm sure the the the
00:43:21
Speaker
The higher up you're targeting and the bigger the companies you're targeting probably changes that dramatically. Oh yeah. Yeah, for sure. You want a referral, ideally. You want CMOs of Fortune 100? Well, that probably shouldn't be automated at all. You probably should do a custom outreach thing and it's all hand done. But the farther down you go and the less expensive it is, then it makes sense. Totally.
00:43:46
Speaker
cool. And are there any last tips you'd love to give to the audience as far as things you've learned that you wish you would have known? Like six months ago? Six months ago? Yeah, I think I think it would be I mean, I was playing around and I think like that might be a necessary part of the learning curve is like getting your hands dirty and learning. I would
00:44:11
Speaker
want to go if I could rewind time like start earlier with like playing around with make or Zapier and like how can you use these open AI API calls or how can you use actions or how can you like kind of get the foundations of these agents to do more once a process is more more defined in your own mind say you've done it like
00:44:36
Speaker
three, five times, you know you're going to continue doing it. At that point, invest a little bit of time upfront to work on the automation part. I think like if I had focused on that more, I would have been kind of like in this hamster wheel of sorts of like doing things that I'm doing repetitively. Even though I think it's important and ultimately, I think anything that requires or that pass off to a client,
00:44:58
Speaker
requires human intervention. I think that there's a lot more that can be done with automation and good prompts, rather than manually going through and doing it. Well, thank you so much for joining me on the show. If you're listening to this, go and listen to Supermarketers. It is a fantastic show. I'm listening to it. I highly recommend if you want to get more out of AI in marketing, this is a show you have to go listen to. So again, thanks for joining me today. Sanchez, thanks so much.