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Welcome to "Future Proofed," the podcast for forward-thinking professionals eager to keep their career and company at the cutting edge.
Traditional go-to-market (GTM) strategies have become clunky, inefficient, and bloated. This show explores the intersection of AI and GTM strategies to ensure you cut the GTM Bloat and build a future-ready approach.
Each episode of "Future Proofed" dives deep into how AI redefines what it means to craft effective go-to-market strategies. From actionable insights on integrating AI into your sales, marketing, and product strategies, to expert interviews that shine a light on the new best practices changing industries, this podcast is an essential resource for anyone looking to upgrade their GTM playbook.
Our host, Kyle Coleman, is a seasoned expert in GTM and AI innovation. He breaks down complex concepts into practical, actionable advice. With "Future Proofed," you'll learn how to:
- Leverage AI and machine learning to supercharge your GTM strategies.
- Navigate the challenges and opportunities presented by new technology trends.
- Adapt and thrive in the fast-paced digital economy.
- Foster a culture of innovation and agility within your team or organization.
Don't let the wave of the future leave you behind. Tune into "Future Proofed" and stay ahead of the curve as you learn to leverage the power of AI for your GTM strategy.
Nathan Thompson (00:00)
All right, welcome to another episode of Future Proofed. I'm here with Ryan and last week we talked about product marketing. This week we're gonna take a little bit of a different approach, talk about content marketing, but first, how are you, Ryan?
Ryane Bohm (00:12)
I am good excited to turn the tables back over to your function. Exactly.
Nathan Thompson (00:17)
Yeah, yeah, get me in the hot seat now, which is awesome. But life is good
over there. You just had a new baby sleeping at home. You got the other kiddo running around.
Ryane Bohm (00:26)
I'm sleeping. I'm sorry, what?
Nathan Thompson (00:29)
I'm never sleeping, yeah. Well, we are thrilled to have you back. ⁓ And like we said, if you haven't heard of the episode yet on product marketing, go check that out absolutely right now. But I would be curious, I know content marketing is more the sandbox that I play in, but I would love your thoughts just on the creative process and how you see AI changing creativity for marketers, that creative process.
Ryane Bohm (00:32)
Yeah, yeah.
Nathan Thompson (00:57)
Do you think we're about to see the marketing world get way more dull and diluted? Do you think it's gonna get more exciting? What are your thoughts?
Ryane Bohm (01:05)
I like if we let AI just kind of run without a human in the loop, the possibility to get super dull and everything is the same really exists. AI at this point is only as good as the person that's really powering it, that's triggering those prompts, that's asking it the questions, feeding it the brand voice. It's just, if you don't have humans in the loop at this point.
you're gonna get the same content on rinse and repeat. How do you feel about that one? I don't think AI is at a point where it can just run at this point.
Nathan Thompson (01:42)
I think the biggest problem is when you see somebody outsource their thinking to AI. And so when they say, write me a LinkedIn post today, about what? What are your thoughts on me about what? And so there seems to be two ways of people using AI creatively, excuse me. One is where they just kind of outsource the creative thoughts, which...
Ryane Bohm (01:49)
All right.
Nathan Thompson (02:06)
think AI is particularly meant for doing. And there's the other one though where it's I have this really creative thought and I don't want it to just sit and do nothing but I don't have the eight hours to flesh it out by hand and so I need this tool to get me there faster.
Ryane Bohm (02:22)
Yeah, you're brainstorming, buddy. Yeah.
Nathan Thompson (02:24)
Yes, I have zero problem
with that, but a lot of people tend to. You said it really well the other day. You said you felt like you were cheating.
Ryane Bohm (02:32)
Yeah, I mean, that's kind of a common theme every time I spin up some new type of content and it comes out lickety split because, you know, I'm 90 years old and that's the words that I choose to use. ⁓ But it does feel like I'm cheating of like, I had this idea, I prompted very well, I fed it, you know, the tone, my sarcastic tone. It has examples of how I like to speak and it comes out pretty close, like,
Nathan Thompson (02:43)
I'm
Ryane Bohm (03:01)
80, 90 % there, I feel like it took a week of my life back and I cheated to do it.
Nathan Thompson (03:08)
I personally don't think you cheated. I think you were very smart. In fact, I'm almost at the point where I feel like people who talk about not using AI are just bragging about how inefficient they are because these tools are very, very good at this type of thing. So my question to you is as the human in the mix, and I am switching this back to the hot seat on you because I'm tired of myself and my own processes. I know that was too well. Your process though is the human loop when you're prompting. You talked about all the context you added to it and then you talked about it being 85 and 90 % of the
Ryane Bohm (03:10)
I know.
Yeah.
Nathan Thompson (03:38)
there and you kind of position the human in the loop as being the sandwich ends to this creative process. Can you tell me what you need on that front piece of bread and what you need on that back piece of bread?
Ryane Bohm (03:50)
Yeah, on that front is honestly even before the prompt is how I like to train it up ⁓ examples like here's some stuff that I think is really, really good. Here's stuff that is my voice, my LinkedIn posts, blogs that I have authored, different ways that I like to speak. Hey, even the podcast recording here, throw that transcript in, it understands my tone of voice. That's honestly like even before you get to the bread slice, trying to...
teach it how I like to speak or teach it how my company likes to speak so on and so forth. And then comes the prompt. Once you do the prep work, then you just give it a lot of information that, hey, I'm the head of product marketing at Capi AI and I am working on a LinkedIn post to position the company as a leader in agentic AI. Like you feed it a lot of information and then it knows how I speak and can give me a little bit back.
Nathan Thompson (04:47)
It's almost like having a little personal assistant in a lot of ways, only it misses a lot less and takes less training. That's what I, it's so funny to me. It's I've had, yeah, it doesn't get sick on you either. ⁓
Ryane Bohm (04:51)
Yeah.
takes less training and way less naps.
Yeah, exactly. Yeah.
Nathan Thompson (05:05)
Okay, so
adding all of that context, and then what are you looking for in terms of the editing? Is there anything that as you're reading it, is it a feeling or are there things where you see consistent mistakes, you retrain it? What's your editing process look like?
Ryane Bohm (05:20)
A lot of it, obviously you read everything and that sparks ideas in itself of like, ⁓ wait, I actually have this really good example or can I pull in this quote or hey, I read this article the other day, can we digest this article, see if there's an angle that we could play up here? ⁓ A lot of ideas really are sparked from reading that first draft and it's again, that back and forth brainstorming of, I didn't think about that. Okay, let's elaborate there or.
actually, I have this example that my field told me about. Let's bring in some customer references or even anonymize them. We have this B2B SaaS company. We know how to anonymize a quote that way, but it sparks ideas so that you can go back and continuously add and have some banter.
Nathan Thompson (06:11)
Also, I've noticed when I'm doing it, it'll often kick off an idea that is fully human in my head, but it was the spark. And I wouldn't have had the fire without that spark. And so getting all of those ideas out there, it's like I make something net better. It wouldn't have existed without AI, but AI didn't think it up either. It was a combination of that back and forth with it, which is interesting. I wonder if people just give up too early because...
Ryane Bohm (06:23)
All right.
Yeah. Yeah.
Nathan Thompson (06:41)
Everyone I talked to that plays with them. Yeah, go ahead. Sorry.
Ryane Bohm (06:42)
I've heard
a lot of like, it gave me just the most generic whatever post to put on. like, yeah, but what did you tell it to do? Like to your point, like a couple of minutes ago of, hey, write me a LinkedIn post about AI. Like you're gonna get something kind of lame. Yeah.
Nathan Thompson (06:53)
Yes.
You're get garbage, yes. What's
the original thought that you gave it to work with in the prompt is probably a good question to ask if you're not getting generic. Like if you can go back and highlight an original thought and you still got bad outputs, I could see being annoyed. But I would question how many people, it's the case where just the prompt is very vague and it's not clear and it doesn't know who you are or what you do or what your brand says or talks, that's interesting.
Ryane Bohm (07:28)
So
in terms of how to prompt, well, you told me this a couple of days ago. You ask all the different AI tools how to prompt themselves. Can you elaborate a little bit on that?
Nathan Thompson (07:40)
Yeah, I'm so lazy. I'm the laziest. I want to never touch a keyboard again is the goal. If I can never touch a keyboard again. So I'll start with either a transcript or a sentence. If I have to type it like a caveman, I will type it out and then I will ask a chat tool, either Claude or chat GBT or ours, ⁓ cause it has access to Google Gemini. ⁓ I will ask it to then flesh out a fuller prompt that is more clear for AI, ⁓ LLMs to understand. And I've.
had a lot of success with that just because I'm a lazy type. Nobody wants to type a blog post to get a blog post, if that makes sense.
Ryane Bohm (08:20)
It's just the most clever way of prompting that I've heard of prompt yourself, essentially is what you're saying. Prompt yourself. Enable yourself.
Nathan Thompson (08:25)
Yeah. Prompt yourself. Yes. Yeah. Yeah. Like we built for the sales reps enable yourself. Yeah, this is prompt yourself.
This is prompt yourself. Yeah. And it is all all born out of my innate desire to be lazy and hardworking. That's somehow I want both of those. It's not a euro. It's not cheating. It's efficient. No matter what my mother tells me.
Ryane Bohm (08:41)
It's not lazy. It's also like it's not a cheat code. It's just efficient.
Yes.
Nathan Thompson (08:52)
It's cheating. All right. Well, this actually brings us really into the next question perfectly. I didn't even plan that segue, but the ethical considerations around all of this.
I'll say this, this occurred to me while I was doing the dishes yesterday, I don't know why, it was like a dish thought. We got a whole lot of dead bodies and everyone's trying to put the hammer in jail. And I don't understand that. So you see these bad posts, you see these bad content, all this stuff, and everyone's mad at AI, but AI is not breaking the rules, it's the tool that someone's using. What are the ethical considerations the human in the loop needs to take?
Ryane Bohm (09:31)
start that was the most graphic explanation that I've ever heard in my life so I'm here for it. ⁓ But some of the ethical considerations that I like to keep in mind is being straightforward with what you're doing and you're not trying to trick someone and say like no this was 100 % me yeah I can definitely churn out 30 blog posts per week yeah obviously I can do it.
Just being honest with how things are getting done and almost double checking that AI is staying within the guardrails that you want it to stay in. I would say always check your work. Never just publish. There are things that come up that maybe you don't want to say that don't match your brand that aren't necessarily true, that accidentally talk about these.
Dead bodies with the hammer that you were just talking about. ⁓
Nathan Thompson (10:30)
Okay, actually all joking aside it is funny because this happened where somebody loaded an audience persona But their audience personas were that fictional type or it's like this is Jeremy Jeremy's a 33 year old marketer and it was like a character persona rather than a description of a person ⁓ It takes that stuff literally and so Jeremy keeps coming up in the copy as this marketer who's like hey I'm Jeremy who's doing it and it's it's because it's
Ryane Bohm (10:43)
Yeah.
Nathan Thompson (10:58)
too literal. so yeah, that checking the work for those types of mistakes. Yeah. And it starts talking to Jeremy all the time. Yeah.
Ryane Bohm (10:58)
Yeah.
I kind of love that.
Yeah, I mean, I'm in for it. We could name ours something else. Let's name Nathan now, officially.
Nathan Thompson (11:15)
There we go, Nathan, the persona at Coffee AI. ⁓ All right, I love this question. Last week we talked about what does it look like right now for product marketing? I'm gonna flip that though and I wanna talk about moving ahead in content marketing. Everyone's wondering what it's gonna be like. I think people are even consuming content differently than they ever have before. What do you think content marketing's gonna...
Ryane Bohm (11:29)
Yeah.
Nathan Thompson (11:41)
even look like in a couple years. What do think the channels are gonna be most popular? Just speculation time.
Ryane Bohm (11:47)
Yeah, so hyper personalization is already here. That is what everyone is striving for. That's how you get the most responses. But what I'm excited about is that taking 10 steps forward and really building upon that train. Like I want to log into a website and it's just about me. Like the Amazon experience, like they know what I want to buy before I know, but that across...
Copy.ai website, any website that I go to, it's my site because it knows what I have done and it is hyper personalized to an extreme. I'm really excited about that. But as a resident ⁓ content marketer, what do you think?
Nathan Thompson (12:32)
I think that's the coolest thought I've ever heard. We've been talking about B2B moving toward a B2C style of marketing in terms of personalization because you can do it that granularly. But what you just said about a website experience being more like, feeling like Amazon where you show up and it knows what you want. That's really cool. Albeit slightly creepy, but very cool. ⁓ Very creepy, yeah. think we're gonna see,
Ryane Bohm (12:48)
Yeah.
Yeah, very creepy, but it's how you get attention.
Nathan Thompson (13:04)
I think we're gonna see the idea of text purposefully shift to what you create to source algorithms and video and audio to be what you do to source people. I just think the number of people who are gonna read 1,200 word posts in great detail if it's not a how-to guide solving a specific problem, I just think they'd rather pop something in their ears and listen. So I think we're gonna see a lot of people with original thinking do some really cool stuff with video.
Ryane Bohm (13:08)
Yes.
Nathan Thompson (13:33)
and audio. This stuff when we're building in house is just kind of silly and stupid, but we can do it. ⁓ man.
Ryane Bohm (13:37)
I love it though. I mean, the video play
that you're pushing for us to do, like, yeah.
Nathan Thompson (13:44)
Imagine someone with a real talent and skill for that though, right? Like that's what's so exciting to me is you're get someone who's been doing those videos for let's say five, 10 years and now they have an old new playground and 90 % of them are gonna write the playground off but 10 % are gonna be like this is so cool and they're gonna show, I think they're gonna show people what creative marketing needs to be looking like. So I'm really looking out for people like that right now, unlike dude.
Ryane Bohm (14:07)
Yeah.
Yeah, I think that's awesome. I also could see that circling back to your ethics question where, you know, things can get sketchy when you bring video AI into the mix and using someone's likeness and whatever it looks like. That is something that always scares me. And that one, I always want to call back to ethics of how do you use that appropriately in video and audio content?
Nathan Thompson (14:32)
Gosh, there's also the problem of now that we can scrape YouTube transcripts of just personal IP, if you're scraping another company's transcripts to generate your anonymized content, because you don't have subject matter experts, but they interviewed somebody, there's a lot of, there's a lot of IP theft that can happen very quickly at scale. ⁓ That makes me nervous. And it's always gonna happen, right? Like.
Ryane Bohm (14:37)
Mm-hmm.
Yeah.
I feel like every step of the way the ethics question comes back up.
Nathan Thompson (15:02)
Yes.
Yes. And it will. But what's so funny to me is the ethics question, again, is not an AI question. The ethics question is a human one, and there doesn't seem to be a lot of emphasis on that.
Ryane Bohm (15:13)
Yeah, I mean, that was
kind of my suggestion of just being honest about what you're doing. Yeah. Yeah.
Nathan Thompson (15:17)
Yes, yes, yeah, just tell people,
because I don't think anybody at this point, if you said, I used Chatchie Petit to help me, but this is where I cleaned it up and polished it, who's gonna care, and if they do, do you really wanna be working with them? Like, how far are you gonna go with that kinda thing?
Ryane Bohm (15:32)
I mean,
was our, like, week one, our agreement to each other. Assume that I used AI to start this draft, but also assume that I've gone through it and edited and made this perfect for us. So we don't even ask anymore. Yeah, you used AI to help, you know, script up this video that we posted, but it was edited and made perfect. Just the assumption.
Nathan Thompson (15:42)
Yes.
Yes. The assumption,
yeah, that's it. The assumption being if, if that you used AI, but you respect my time enough that you didn't just copy paste, send it over. Like that's.
Ryane Bohm (16:05)
Yeah, just
you deleted those and dash.
Nathan Thompson (16:08)
See the editing history, and I just took out all the dashes real quick and replaced them with semicolons. Okay, I think that is going to wrap it up for this episode, keeping them short and sweet. Thank you so much though for chatting today. ⁓ And next week, we will be back, hopefully with a guest to be determined. That'd be cool. Thank you so much for your time, Ryan. This is awesome.
Ryane Bohm (16:14)
Thank you.
Of course.