Subscribe
Share
Share
Embed
Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Brand. Learn more at exitfive.com
Dave [0:00:01]: You're listening to The Dave Gerhardt Show.
Dasha [0:00:17]: What's up Dave?
Dasha [0:00:18]: I think we're live?
Dave [0:00:20]: Dasha are we live?
Dave [0:00:21]: Good to see you, my friend.
Dave [0:00:22]: What you been up?
Dave [0:00:23]: I haven't seen you since drive?
Dave [0:00:25]: Did you survive the drive flu or whatever been?
Dave [0:00:28]: I don't wanna brand it as that because someone's getting mad at me.
Dave [0:00:31]: Like, I created a super spreader event.
Dave [0:00:32]: Yeah.
Dave [0:00:33]: I...
Dave [0:00:33]: There was an illness that I had for sure.
Dasha [0:00:36]: But, okay.
Dasha [0:00:36]: The silver lining is the reason that there was a super spreader because four hundred marketers came all the way to month?
Dave [0:00:43]: Yes.
Dave [0:00:43]: Like yeah.
Dave [0:00:43]: I six Definitely already stick both of my germ filled children were sick, and I think I infected everyone.
Dave [0:00:49]: So.
Dave [0:00:49]: So oh,
Jessica [0:00:52]: this is
Dasha [0:00:52]: the last time you guys will be seeing this backdrop.
Dasha [0:00:54]: I am moving.
Dasha [0:00:54]: You asked what am I been up to.
Dasha [0:00:56]: I've been moving.
Dasha [0:00:56]: Though next time we do alive.
Dasha [0:00:58]: I will have a different backdrop.
Dave [0:01:00]: Alright.
Dave [0:01:00]: Well, it's good to see you again.
Dave [0:01:01]: We're back.
Dave [0:01:02]: We did a prep call yesterday.
Dave [0:01:03]: You were in the back of Uber somewhere, Maria, Marissa, another world class effort here on the Exit Five Live show.
Dave [0:01:10]: We're back somehow...
Dave [0:01:11]: We haven't done one in three weeks.
Dave [0:01:13]: Because of drive, But we're back here today, and the topic of this session.
Dave [0:01:17]: So first of all, little background for you all.
Dave [0:01:19]: This is called Exit Five Live is absolutely not a webinar.
Dave [0:01:22]: It's called Exit Five Live.
Dave [0:01:23]: And today's topic is AI assisted creativity.
Dave [0:01:26]: I'll talk about what that means in a second.
Dave [0:01:27]: But first, here's why we do these things.
Dave [0:01:29]: Every two weeks we do these live because I just was saying to our speakers backstage, there's a whole lot of nonsense out there on social media about what's actually possible with AI.
Dave [0:01:38]: We run a whole business at Exit Five where our job is to be a top resource for B2B marketing, professionals, people whose...
Dave [0:01:43]: This is their job.
Dave [0:01:44]: They do this for a living.
Dave [0:01:45]: And you all actually have real jobs.
Dave [0:01:47]: You have something at stake.
Dave [0:01:48]: And so we wanna showcase the real humans that actually can do this stuff inside of the company because it's a huge gap between what people talk about on Linkedin and what a VP marketing CMO can actually implement into their company.
Dave [0:01:59]: We do a really good job of this here on this not webinar because we showcase real people from in and around our community.
Dave [0:02:05]: We've have six awesome B2B marketers here today.
Dave [0:02:08]: And the topic is AI assisted creativity.
Dave [0:02:10]: These are all people who are doing interesting things with AI inside of the company, not at odds with create...
Dave [0:02:16]: How would you...
Dave [0:02:16]: How you explain this Dasha?
Dave [0:02:17]: How do you articulate this topic, AI assisted creativity?
Dave [0:02:20]: Where we gonna show people today?
Dasha [0:02:22]: We're gonna show how real marketers create more content without sacrificing the thing that makes us marketers, creativity, thoughtful, taste, judgment.
Dasha [0:02:33]: That's my best take What we're gonna be doing today.
Dasha [0:02:36]: And a bunch of different ways too.
Dasha [0:02:37]: I've seen the place not gonna spoil it unless you saw my linkedin goes, but they're all different, different ways of displaying creativity from lead magnets to, like, persona docs, so you'll see a range of things.
Dave [0:02:47]: Cool.
Dave [0:02:47]: So we've have people, five minutes each.
Dave [0:02:49]: Hey, let's roll the ad for today because before we get into it today, I just wanna give a quick shout out to our friends at Walker sands.
Dave [0:02:56]: They're sponsoring today's session.
Dave [0:02:57]: This is a radio.
Dave [0:02:58]: This is the best part of this job I get to do these ad reads feel like a radio hosts like how grew a listener sports talk radio.
Dave [0:03:04]: It's my only moment to do that.
Dave [0:03:06]: So this is brought to you by Walker stands.
Dave [0:03:07]: Look growing your business is hard even when you have a full time team of marketers behind you.
Dave [0:03:12]: The good news is you don't have to do it alone.
Dave [0:03:13]: Look, in my experience, I think this is true for many of you out there.
Dave [0:03:16]: Behind every great VP of marketing, head a marketing or CMO, there's usually one two or maybe even three agencies, and that's where Walker stands come in.
Dave [0:03:23]: They help growth stage and enterprise B2B companies get clear on the business outcomes that matter most.
Dave [0:03:28]: They handle everything from strategy and content to creative PR, digital and RevOps to help you get there.
Dave [0:03:33]: They call this outcome based marketing music to my ears.
Dave [0:03:36]: They wanna help you get results.
Dave [0:03:37]: We love that outcome based mark instead of building you a growth plan based on something that worked for another company, they actually build your strategy, messaging channels and measurement around your goals, they believe that brand demand and revenue are all part of one conversation, not three separate ones, And if you're ready to make growing your business feel easier, stand out in your market and build pipeline going into twenty twenty seven, walker sands is worth checking out.
Dave [0:03:59]: That's walkersands.com/exitfive.
Dave [0:04:01]: We will have a link in the chat.
Dave [0:04:03]: I know for sure right now number one in our community, everyone is already locking in the twenty to twenty seven budgets and planning, so good time to rethink.
Dave [0:04:10]: What agencies you're gonna have to support you, Dasha, my co-hosts here, fellow VP...
Dave [0:04:15]: You know, I'm I'm not.
Dave [0:04:16]: I'm just a thought leader now.
Dave [0:04:17]: Your VP marketing.
Dave [0:04:17]: You're co-hosting this Webinar with me.
Dave [0:04:20]: What are we gonna do today?
Dave [0:04:21]: We got three things here.
Dave [0:04:22]: Take us into the Run show, please.
Dasha [0:04:24]: Let's do it.
Dasha [0:04:24]: Okay.
Dasha [0:04:25]: So this is the format that you can expect from us today.
Dasha [0:04:27]: First, we're gonna introduce our six speakers.
Dasha [0:04:30]: It will be rapid fire.
Dasha [0:04:32]: We're gonna meet everyone you're gonna talk to today or hear from today, Then every speaker is gonna have a special play.
Dasha [0:04:38]: They're gonna have five minutes to present their play, ask questions because after each presenter, we're gonna have two minutes of q and a.
Dasha [0:04:45]: So pop those in the chat, we're paying close attention behind the scenes as to which questions come in.
Dasha [0:04:49]: And if you have a good questions, we'll read them out.
Dasha [0:04:51]: And Dave.
Dasha [0:04:52]: And then At the end.
Dave [0:04:53]: You have a bad question we're gonna ignore it.
Dave [0:04:55]: But work.
Dave [0:04:55]: You get a good question.
Mike [0:04:57]: Skip good.
Mike [0:04:57]: Skip your bad question.
Dasha [0:04:59]: Ask a good question.
Dasha [0:04:59]: Get a good answer.
Dasha [0:05:00]: So make a good.
Dasha [0:05:01]: And then we're gonna vote on our winner.
Dasha [0:05:03]: Marketers We're competitive.
Dasha [0:05:04]: So vote for your favorite play.
Dasha [0:05:06]: Dave likes to say do not vote for the most charismatic speaker.
Dasha [0:05:09]: We love Charisma
Dave [0:05:11]: Don't vote for Maya.
Dave [0:05:11]: She's trolling me in the chat already.
Dave [0:05:13]: She is speaking on this webinar.
Dave [0:05:15]: Him Said, webinar.
Dave [0:05:16]: And she's already trolling me in the j in the chat.
Dave [0:05:19]: Alright.
Dave [0:05:19]: Let's hit the next slide because one cool thing we added because we are, you know, marketers constantly innovating and tweaking We've been doing little surveys before these things Josh, Josh, my guy from back in the day.
Dave [0:05:30]: Josh taught me a...
Dave [0:05:30]: We should do a secret podcast?
Dave [0:05:31]: Tell me a lot about marketing back when I had a little bit more hair.
Dave [0:05:34]: We did a survey, and we always like to ask a couple questions about you all.
Dave [0:05:38]: Why are you coming in this?
Dave [0:05:39]: What are you looking to learn Thought this was interesting, which is that we got six hundred ninety two responses to this survey.
Dave [0:05:45]: Most everyone's using AI to do more content in less time, but that's not the goal.
Dave [0:05:50]: Eighteen percent said, the issue is, like, we're only eighteen percent of these people said we're getting higher quality content because we're using AI.
Dave [0:05:58]: And I thought that was really interesting.
Dave [0:06:00]: Just because everyone's talking about using these tools, we've all just gone to the slot machine and we're writing all of our blog posts and emails and landing page copy with AI, but we're not actually getting better results, I think That's why I'm excited to hear from these six today.
Dave [0:06:12]: Dasha, did I interpret that data.
Dave [0:06:14]: I...
Dave [0:06:15]: I'm a unknown bullshit.
Dave [0:06:16]: So did I interpret that data right?
Dasha [0:06:18]: I'm sold.
Dasha [0:06:18]: I'm sold, And I think
Dave [0:06:20]: that they're like tracks what the answer?
Dave [0:06:21]: It's not the answer...
Dasha [0:06:22]: You it correctly.
Dasha [0:06:23]: Yes.
Dasha [0:06:23]: Yes.
Dasha [0:06:24]: And that's why when I tee this up, I said, like, we're gonna talk about why how you can create more content without sacrificing the quality because you don't wanna be another company that's
Dave [0:06:33]: screenshot this to your boss push back on that slap.
Dasha [0:06:35]: Let's do the lineup up.
Dasha [0:06:36]: Should we introduce our speakers?
Dave [0:06:38]: Yes.
Dave [0:06:38]: We absolutely should
Dasha [0:06:40]: Introduce, Marissa.
Dasha [0:06:40]: Are we ready for the eight top.
Dasha [0:06:42]: Let's bring up our speakers.
Dasha [0:06:43]: We can introduce them really quickly.
Dasha [0:06:44]: Remember this is rapid fire.
Dasha [0:06:45]: Josh, take us away.
Josh [0:06:48]: Hey.
Josh [0:06:48]: I'm Josh VP marketing at Superside, and I'm gonna talk about turning for persona research into a prep dot sales actually wants to use.
Josh [0:06:56]: Amazing.
Caitlin [0:06:58]: Hi, everyone.
Caitlin [0:06:58]: I did not bring an iced coffee today.
Caitlin [0:07:00]: This is a peppermint tea.
Caitlin [0:07:01]: So no one jump on me.
Caitlin [0:07:03]: I'm the CMO at Blazel.
Caitlin [0:07:05]: And today, I'm talking about how to make magical lead magnets that wow your prospects.
Dasha [0:07:12]: Alexandra.
Dasha [0:07:12]: You are up.
Alexandra [0:07:13]: Awesome.
Alexandra [0:07:13]: Yeah.
Alexandra [0:07:13]: Alex, the Founder of Empact.
Alexandra [0:07:15]: I'm a B2B marketer of sixteen plus years founder of impact that helps teams build out their AI infrastructure for their marketing teams, and I'll be talking through how to find prospects.
Alexandra [0:07:23]: Evaluate them and then creatively think about how you can engage them.
Alexandra [0:07:26]: Also, Jessica.
Jessica [0:07:28]: I, am Jess...
Jessica [0:07:28]: I'm a brand creative leader exploring how AI can help more people and make create on brand work.
Jessica [0:07:34]: I guess most recently at Air.
Jessica [0:07:36]: Today, I'll be sharing more on how I created an on brand skill for the entire company to use and effectively create their own on brand work.
Dasha [0:07:45]: Sweet.
Dasha [0:07:45]: Mike.
Mike [0:07:47]: Everyone, Mike Fredrick, SVP of Creative at Walker Sands.
Mike [0:07:49]: I'm here today to quickly talk about how to use the latest AI production tools and techniques to turn your s into something super impactful for your business.
Dasha [0:08:00]: Maya, round is out.
Maya [0:08:02]: Hey, everybody, Maya based in LA.
Maya [0:08:03]: Thirteen years B2B vertical marketing.
Maya [0:08:07]: Five years is leadership.
Maya [0:08:08]: I'm a PM and a positioning walk.
Maya [0:08:11]: So we're gonna talk about connecting PM and AI today.
Dave [0:08:15]: That's sure, what do these folks get if they win this contest today?
Dasha [0:08:18]: We've got an epic prize.
Dasha [0:08:19]: So if you are the winner today, You are gonna get in en ing.
Dasha [0:08:22]: Dave has taken up in bravery himself, he has two exits as one of his hobbies is en Trophies So you will get a trophy engraved by Dave.
Dasha [0:08:30]: You will get a feature in the best newsletter in all of B2B marketing.
Dasha [0:08:34]: And, yeah, look at all these people that read it.
Dasha [0:08:36]: It's epic.
Dasha [0:08:37]: So you're gonna get some well deserved clout.
Dave [0:08:39]: You're good.
Dave [0:08:39]: Alright.
Dave [0:08:40]: She's really found her voice here is My c.
Dave [0:08:42]: I love that.
Dave [0:08:43]: Alright.
Dave [0:08:43]: Let's do it, Josh.
Dave [0:08:44]: My guy up first in the lead off spot.
Dave [0:08:47]: No pressure.
Dave [0:08:48]: Set us off in the right, foot but Josh shows what you've done as Supersides sir.
Josh [0:08:52]: Awesome.
Josh [0:08:52]: So.
Josh [0:08:53]: Thanks, Dave.
Josh [0:08:53]: So slightly more on my background right now.
Josh [0:08:57]: Or just finishing up as fitness his VP of marketing.
Josh [0:08:59]: It's Superside, product marketing background and actually starting a new role at Penn next week.
Josh [0:09:04]: But I built this for Superside.
Josh [0:09:06]: And Superside is a global creator services company focused on AI first video presentations adds more scale.
Josh [0:09:13]: And we're selling an enterprise motions and marketing and creative leaders.
Josh [0:09:17]: And on the creative side, really advanced in terms of how we use AI around design, plop and briefing.
Josh [0:09:24]: But when we rolled out Claude the entire company, go to market really had to play some catch up.
Josh [0:09:28]: So we were seeing a lot where Ref walk in with stale content in just a few minutes of prep.
Josh [0:09:34]: And that means they're using out of day sales content they don't know much about the people they're talking to we're not enough.
Josh [0:09:41]: There's no context historic context with how we've interacted with them in the past.
Josh [0:09:46]: And that means everything's pretty, like, generic.
Josh [0:09:49]: Right?
Josh [0:09:49]: It's making the prospect to a lot of the work when we can know things.
Josh [0:09:52]: And as a product marketer or at part, it's a real ways to work.
Josh [0:09:56]: Right?
Josh [0:09:57]: Personas is positioning value props and customer stories already existing they just need to be surfaced in the right way.
Josh [0:10:03]: So imagine if every call put the latest Pm concept worked in front of the people who really need to see it.
Josh [0:10:11]: So that's drawing up personas positioning value across approved stats, make your friends in legal happy, as well as customer stories.
Josh [0:10:19]: So there's basically two big categories of what we use this cloud skill to develop.
Josh [0:10:26]: Right?
Josh [0:10:27]: One is looking at what's going on with the company that you're actually talking to?
Josh [0:10:31]: So what are their hiring plans?
Josh [0:10:33]: What are all the open roles?
Josh [0:10:34]: Have they acquired new companies?
Josh [0:10:36]: Have they launched new things?
Josh [0:10:37]: If they just get around of funding.
Josh [0:10:39]: Have they had changes in leadership, who are their top competitors.
Josh [0:10:43]: And where is their marketing as gaps?
Josh [0:10:44]: Right?
Josh [0:10:45]: All really useful information, So you don't spend the first thirty minutes of a call asking people things you should already know?
Josh [0:10:52]: And you can see an example here for ramp of what the skill can pull up in just a few seconds for a rep.
Josh [0:10:59]: The second is super important.
Josh [0:11:01]: It's who are you actually talking to within the organization.
Josh [0:11:04]: So we connected our clause skills to really well define personas.
Josh [0:11:08]: And map those to the buyers who are actually on the call.
Josh [0:11:11]: So we're getting at pain points.
Josh [0:11:13]: We're getting at, you know, in this case, our creative of directors.
Josh [0:11:16]: They have too many competing demands.
Josh [0:11:17]: The senior creators are stuck on tactical work.
Josh [0:11:20]: Maybe they just fired an agency.
Josh [0:11:22]: And then the history with the account.
Josh [0:11:24]: Right?
Josh [0:11:25]: Reps like to treat everything as if it's like this brand new relationship, but oftentimes like, oh, we've talked to them four different times.
Josh [0:11:32]: And we've seen it sort of fall apart.
Josh [0:11:34]: So really understanding the full context as you're walking into these meetings?
Josh [0:11:38]: So basically, with four simple inputs, what company are you meeting with?
Josh [0:11:42]: Who are you meeting with?
Josh [0:11:43]: What's the goal of the meeting and what do they already know?
Josh [0:11:46]: You can develop this really robust output that not only is great for a rep, but when a rep is bringing in a subject matter expert you actually have a hand off stock that's worth using.
Josh [0:11:56]: And it's pulling on everything that's approved and already in your system.
Josh [0:12:00]: So how did I build it?
Josh [0:12:02]: Basically, it's one skill with five connectors and one approved library.
Josh [0:12:06]: The last part being super important.
Josh [0:12:08]: So I've built the skill on Cloud.
Josh [0:12:10]: I connected it to Salesforce and Jimin, Jimin is like a super gong, very similar functionality, though.
Josh [0:12:17]: We tied it to web search and then Google drive and notion.
Josh [0:12:20]: Notion is super important for us.
Josh [0:12:22]: That's where all of our most up to date and improve things live.
Josh [0:12:25]: Right?
Josh [0:12:26]: And then we created definitions for what the output should look like.
Josh [0:12:29]: For us, that's a one page brief, maybe through if it's really robust that's shareable both for the rep and for any subject matter experts that they're pulling in.
Josh [0:12:38]: And then we built into the skill six checks that run before a rep actually sees anything.
Josh [0:12:44]: And this is super important to say, okay.
Josh [0:12:47]: We wanna pull this live every time.
Josh [0:12:48]: We don't wanna use cash data, we wanna pull it live every time so that if you just updated your positioning or add new customer stories, they're gonna get included in this document.
Josh [0:12:57]: We wanna reconcile the CRM versus what the rep notes.
Josh [0:13:01]: So we wanna make sure we've prioritized our data sources to say, this is the highest value data source if there's a conflict.
Josh [0:13:09]: This is what we wanna pull in.
Josh [0:13:11]: We also wanna fight or omit things based on, you know, we wanna basically root out anything that's being hall.
Josh [0:13:18]: So I have a double triple check any stat that's getting into this.
Josh [0:13:23]: There better be a source in the Lincoln.
Josh [0:13:24]: We wanna date every trigger.
Josh [0:13:26]: We wanna flag anything where we might be making assumptions, and then we only wanna use real proof.
Josh [0:13:32]: So case studies from a library with a link approved staffs with a link in source.
Josh [0:13:37]: Running at of time.
Josh [0:13:39]: So you can build yours really quickly, cleaning your sources, connecting your tools, writing the scale and then testing it on real calls and putting it where ref already works.
Josh [0:13:47]: So for us that was a combination of claude and then as a Salesforce widget as well.
Dave [0:13:53]: Okay.
Dave [0:13:53]: After You got
Josh [0:13:54]: sneakers out there.
Josh [0:13:55]: You can all see this for john and
Dave [0:13:57]: or Mercer gonna come.
Dave [0:13:58]: Versus gonna come to
Alexandra [0:13:59]: your head.
Dasha [0:13:59]: You're gonna yeah.
Dasha [0:13:59]: She's gonna come for...
Dasha [0:14:00]: Love that you were like I ran out of time and just kept going.
Dave [0:14:05]: You you had a question.
Dasha [0:14:06]: I do have a question.
Dasha [0:14:06]: Yes.
Dasha [0:14:07]: Okay.
Dasha [0:14:07]: At our company, our positioning and messaging right now with the pace of AI development is changing so fast.
Dasha [0:14:13]: So how do you keep your inputs up to date is my question.
Dasha [0:14:18]: Like I love the idea, but If your messaging is changing all the time as the product develops, what are you doing to conquer that?
Josh [0:14:24]: So we store that stuff in notion, and I have it search for the latest positioning docs by d.
Josh [0:14:30]: Right?
Josh [0:14:30]: So we always wanna be overriding.
Josh [0:14:32]: A lot of it comes down to, like, data cleanliness.
Josh [0:14:34]: So within your notion doc, I'll label it as current and make sure it's pull in the skill, I'll have it pulled for the current version so that it's not pulling on old things.
Dave [0:14:46]: I got a question, Josh.
Dave [0:14:47]: I've known you through work for a while.
Dave [0:14:48]: You've been in this game for a while AI for marketing, over hype under hype, where do you stand?
Dave [0:14:54]: What's like the ten fifteen second answer?
Dave [0:14:56]: Where do you sit
Josh [0:14:57]: I say incorrectly heights?
Josh [0:14:58]: It's not over hector and our hype super useful.
Josh [0:15:01]: But it's still...
Josh [0:15:02]: You gotta be smart to know what the hell you're doing to get value out of it.
Josh [0:15:05]: If you just dump stuff in.
Josh [0:15:07]: Like if my son don't stuff in he's gonna get trash out.
Josh [0:15:09]: If I ask the right questions and really massage it for a while, I'm getting a ton of help out
Dave [0:15:15]: of it.
Dave [0:15:15]: So So you you have you have taste and experience and if you're able to channel those things, you can use AI to get a lot of stuff that used to have to do manually.
Josh [0:15:23]: Thousand percent.
Josh [0:15:23]: Thousand percent.
Dave [0:15:25]: Cool.
Dave [0:15:25]: Alright.
Dave [0:15:26]: Good job.
Dave [0:15:26]: Nice.
Dave [0:15:27]: Caitlyn.
Dave [0:15:27]: Up.
Dave [0:15:28]: Caitlyn is next up.
Dave [0:15:29]: Caitlyn has been known to send good direct mail.
Dave [0:15:31]: Side comment, but I'm just gonna leave that out there not to pump her up before she goes.
Dave [0:15:35]: Go ahead.
Dave [0:15:35]: You're off the races here, Caitlyn.
Caitlin [0:15:37]: Awesome.
Caitlin [0:15:37]: Thanks, Steve.
Caitlin [0:15:38]: Okay.
Caitlin [0:15:39]: So I'm so excited to show you guys how to upgrade your lead magnets with AI.
Caitlin [0:15:43]: Quick background.
Caitlin [0:15:44]: I have been a marketing leader for fifteen years.
Caitlin [0:15:47]: Previously, I grew Youtube channel to a hundred and twenty million views.
Caitlin [0:15:51]: Now I'm the CMO at Blazel.
Caitlin [0:15:52]: We help companies activate Linkedin as a channel for themselves.
Caitlin [0:15:56]: So kind of the through line of my career is, I've always leaned really heavy and organic.
Caitlin [0:16:01]: And so because of that lead magnets have been, like, an important tool in my tool belt.
Caitlin [0:16:05]: And with AI, there's so many cool things you can do now.
Caitlin [0:16:09]: And so how I think about this is I start with two things.
Caitlin [0:16:13]: First, I think what is something that I can give you that would be absolutely impossible for you to get on your own.
Caitlin [0:16:20]: And then I think, how do I can create a magic moment out of that thing.
Caitlin [0:16:24]: So center yourself there.
Caitlin [0:16:26]: And then in the context of what we're doing at Blazel I started thinking in brainstorming that?
Caitlin [0:16:31]: Like, okay.
Caitlin [0:16:31]: Well, everyone I think has this, like, primal need to understand, like, how am I doing against everyone else.
Caitlin [0:16:38]: So what if I could show you how you're performing on Linkedin?
Caitlin [0:16:41]: Like, give you some kind of, like, report card or benchmark where it compared you to all your peers and your competitors?
Caitlin [0:16:47]: So that was, like, the thing I wanted to create, and this is what it looks like.
Caitlin [0:16:52]: So it's a multi page report, it's fully customized for every person.
Caitlin [0:16:56]: And what this does is it's comparing me against thirty three thousand other marketing professionals.
Caitlin [0:17:02]: And I can see how my followers rank against other people, how often I'm posting versus other people, my engagements versus other people, how my engagements on different types of content perform against other people, and we bundle it all in kind of this report.
Caitlin [0:17:18]: And I think one of the cool things about AI is that you can create, like, these customizable kind of dynamic interactive experiences with lead magnets rather than this...
Caitlin [0:17:28]: Static lead magnets that I've used for most of my crew.
Caitlin [0:17:31]: So I did look at David Dasha on this and kind of put you guys head to head and compared you.
Dave [0:17:37]: But the follower discrepancy there, Dasha.
Dave [0:17:39]: Starting gonna be so bad.
Dave [0:17:41]: Gosh.
Dave [0:17:41]: Look at how many followers I have.
Caitlin [0:17:44]: It kinda sucks to be compared to Dave because he's in the top one percent for everything, but Dasha, you've got really solid numbers there.
Caitlin [0:17:51]: So, you know, I think you can catch him.
Caitlin [0:17:52]: Maybe everyone, if you're not falling Dasha go over and follow her and let's see if we can get her working wow.
Dasha [0:17:58]: Epic plug.
Dasha [0:17:58]: I did not pay Caitlyn to say this, but I love you.
Dasha [0:18:00]: Think you it's crazy
Dave [0:18:03]: Alright.
Dave [0:18:03]: Good it up for Caitlyn everybody.
Caitlin [0:18:07]: So I sent this to Dave, and this was the email that he sent back to me.
Caitlin [0:18:10]: And so for me, he's saying this is sick, very cool to see.
Caitlin [0:18:14]: And so I think back for those initial two points, which is, did I create a magic moment for Dave, and did I give him something that he would not be able to get on his own.
Caitlin [0:18:22]: And so that kind of gives me a sense that I'm on the right track?
Caitlin [0:18:25]: So what's happened with this?
Caitlin [0:18:27]: We launched this two weeks ago.
Caitlin [0:18:29]: We're seeing a one point two three percent conversion rate of total web traffic.
Caitlin [0:18:32]: So, like, we don't get a lot of website visitors?
Caitlin [0:18:35]: This is a good outcome for us.
Caitlin [0:18:36]: So I'm very happy with this.
Caitlin [0:18:37]: Now how did we build it?
Caitlin [0:18:39]: And before I start off all of the marketers on, like, some scary spiral of, like, how advanced should I be with AI.
Caitlin [0:18:46]: I'm gonna preface this by saying, I did not build this entire thing myself.
Caitlin [0:18:50]: I had some engineering support.
Caitlin [0:18:52]: Okay?
Caitlin [0:18:52]: But the overarching piece of this is We used a company called Ap amplify.
Caitlin [0:18:57]: Ab amplify is really really cool.
Caitlin [0:18:59]: It's a marketplace for publicly scrape data, and you can literally download almost anything.
Caitlin [0:19:05]: From Facebook ad libraries to Tiktok reels to Linkedin profile data, Instagram data, ebay listing data, Amazon listing data, like anything that's publicly scrape on the web, you can probably buy it on Ap amplify.
Caitlin [0:19:21]: For us, profiles cost four cents per thousand profiles that we downloaded.
Caitlin [0:19:26]: And then what do we do once we download that data.
Caitlin [0:19:29]: So once we download the data, we have to put it into a structured table, so that's an Excel spreadsheet for us.
Caitlin [0:19:35]: And then the profiles are all saved for this master database.
Caitlin [0:19:38]: So we have to start by seeding the database with several thousands of profiles because otherwise, who are you comparing yourself to.
Caitlin [0:19:45]: We now have over three hundred thousand profiles in the database so we've spent over twelve thousand dollars scraping profiles to be able to create these reports.
Caitlin [0:19:53]: Now, once you have the report created, I had to design a Pdf that would look really cool.
Caitlin [0:20:00]: And again, this is where I wanna create that kind of magic moment.
Caitlin [0:20:03]: I wanna look for the details that are possible with AI by being able to, like, customize the cover sheet, customize the table of contents, actually pull people's like photo avatar from Linkedin into the report so that they see themselves.
Caitlin [0:20:15]: These are all things that weren't possible before AI, and then we just hooked up endpoints to our Website.
Caitlin [0:20:20]: Next, I wanna turn this into, like, a Linkedin post that people can share.
Caitlin [0:20:25]: And if you guys wanna see this live, you can download your own Linkedin report card and get the report using this door.
Dasha [0:20:33]: Wow.
Dasha [0:20:33]: Perfectly timed.
Dasha [0:20:35]: That was great, Dave.
Dasha [0:20:36]: Do you have any questions or can I annoy Caitlyn with Questions?
Dave [0:20:40]: Please.
Dasha [0:20:41]: Caitlin.
Dasha [0:20:41]: I am wondering, what do you do when someone actually downloads the report?
Dasha [0:20:46]: Because, like, I take it that your company, like, this is aligned with your brand and, like, you wanna nurture these people?
Dasha [0:20:51]: So what happens after I get one of these Linkedin thing downloads.
Caitlin [0:20:56]: Yeah.
Caitlin [0:20:56]: So you move into a nurture sequence.
Caitlin [0:20:58]: We know that usually you're kind of interested in Linkedin as a channel if you're downloading a report like this, you wanna know stats or you wanna start, like, a lot of people use this as, like, a benchmark of, like, okay.
Caitlin [0:21:08]: I know my stats don't look great right now, but I really wanna work on this, and I wanna see progress.
Caitlin [0:21:13]: So, like, it's nice to have, like, a starting point here.
Caitlin [0:21:16]: But, yeah, Mostly, we're pushing into webinar series.
Caitlin [0:21:19]: I love webinars.
Caitlin [0:21:20]: Frankly, I don't think that they're dead either Dave.
Caitlin [0:21:22]: And so doing a lot of, like, education forward stuff with people once they download the report.
Dasha [0:21:29]: It's weird You said that because this is an a webinar, but I take your point.
Dasha [0:21:32]: What tool was used to make the cards someone missed it in the chat.
Dasha [0:21:36]: So we used
Caitlin [0:21:38]: chat Gp to kind of categorize the different industries, and then we used codecs and claude to actually build the reports.
Dasha [0:21:48]: Beautiful.
Dasha [0:21:48]: Okay.
Dasha [0:21:49]: Get your report, and get nurtured by Caitlyn.
Dasha [0:21:51]: Next, we have Alex.
Dasha [0:21:54]: These have been so good.
Dasha [0:21:56]: Alright.
Dasha [0:21:57]: You ready.
Dasha [0:21:58]: I'm gonna kick off the timer.
Alexandra [0:22:00]: Awesome.
Alexandra [0:22:00]: So Alex, Founder of Impact.
Alexandra [0:22:02]: I'm gonna be walking through a prospecting chain.
Alexandra [0:22:05]: Essentially, how do you go about finding an account on the while, qualifying it and building an action plan around it.
Alexandra [0:22:10]: So to start, this workflow only works because there's a lot of context underneath it as a foundation, It has information about what a good account looks like what a bad account looks like what counts us evidence as signals as well, and my second brain, which everyday updates and has information around who I've talked to, what the results look like, dates as well as the resources I have available.
Alexandra [0:22:30]: So what I'm gonna show you is a condensed version of the workflow in play, but essentially two phases.
Alexandra [0:22:36]: It's focused on collecting judging and the shortlist.
Alexandra [0:22:38]: The shortlist comes to me and I insert myself as the human in the loop because I want to be able to evaluate that output.
Alexandra [0:22:44]: For two reasons, I wanna be able to give it feedback, whether it's working and reinforcing that good behavior or tweaking in and improving that workflow upfront.
Alexandra [0:22:52]: And then the second phase is more usage heavy, so I wanna be really just deliberate about what I push forward.
Alexandra [0:22:57]: And so if there's something I know but an account that it recommended, and it doesn't need to go to the second phase, I'll opt out.
Alexandra [0:23:03]: Otherwise, I'll push it through and Go into deep research and report.
Alexandra [0:23:06]: So what you're seeing right now is a workflow, I kick it off with a plain language prompt, it pulls up a scale that has the workflow instructions and it references to folders with context and finds accounts in that shape.
Alexandra [0:23:16]: It then gives me a recommendation.
Alexandra [0:23:18]: This case two accounts with information about why, and then also calls it the near misses and what it parked.
Alexandra [0:23:24]: So if thirteen accounts didn't make the cut.
Alexandra [0:23:26]: Fun, I'm throwing in another account.
Alexandra [0:23:28]: This is coming through the pipeline or the target list or hurt through the grapevine.
Alexandra [0:23:32]: It gets evaluated as well.
Alexandra [0:23:34]: In this particular case, it's getting parked, so I'm pushing forward the two had recommended.
Alexandra [0:23:38]: And it's going into deep research.
Alexandra [0:23:40]: Deep research looks across six to twelve months of data to see what's happened in the company and then gives me a Slack message with their summary and the report linked to it.
Alexandra [0:23:48]: The report itself has information about the company What's happening in their marketing today?
Alexandra [0:23:53]: Why now and then the buying group with their contact information, and then the play itself.
Alexandra [0:23:58]: So what to do week over week things to consider what to do before I actually kick off this campaign?
Alexandra [0:24:04]: And then the evidence trail.
Alexandra [0:24:06]: The evidence trail lets me click through to make sure that anything it's claiming, I can actually verify myself.
Alexandra [0:24:11]: And then nothing pushes forward unless I act on it and wanna kick it off to another workflow.
Alexandra [0:24:16]: So what you saw is not a new tool.
Alexandra [0:24:18]: It's actually built with my own cloud the end, it's written instructions into log.
Alexandra [0:24:22]: So the instructions themselves are how to collect how to judge and then also when building the report how to pick the play.
Alexandra [0:24:28]: And this is where it gets creative and it understands that I can build a landing page that I have resources already available, that I can also clip and slice videos that I'm part of and then give me your recommendations on how to approach them.
Alexandra [0:24:39]: It also knows where I am geographically.
Alexandra [0:24:41]: So if they know that they're nearby, try to reach out and grab a coffee or if they're going to an event because they talked about it on Linkedin go and try and be at that event or they might have a warm, you know, mutual contact, can there be an intro.
Alexandra [0:24:52]: And so that's the instructions and then the template for the report itself allows me to easily digest what's coming to me, and the information and then they run the outcome blog tracks through the brand so that I can actually know what happened this run and the next one understands what happens as well.
Alexandra [0:25:07]: The instructions themselves have parameters, so things like it's allowed to not know, so it doesn't try to fill in the blanks and give me an answer.
Alexandra [0:25:14]: It tags everything it sees seen our guest and then has the links to anything it's seen and the dates as well.
Alexandra [0:25:20]: There's a passive fail gate so that it knows where the buckets are for a parked, rejected or pursue.
Alexandra [0:25:26]: And it isn't read to silence.
Alexandra [0:25:28]: So if it doesn't find, like, a hiring post, it doesn't assume that they're not hiring, it claims unknown, unknown means if there's many of them, park it, park it means revisit later, or I have clients that I actually just put them into a paid targeted ad campaign instead.
Alexandra [0:25:41]: I have two versions of messaging because I look towards folks that are either, no marketing teams or have lead marketing teams and they get different engagements, but it can be different personas, it can be different verticals.
Alexandra [0:25:51]: And so considering what you might wanna use today, First is your criteria.
Alexandra [0:25:55]: Really writing it down in a way that AI can read it.
Alexandra [0:25:58]: So something like, I'm looking for a high growth company is not definitive enough.
Alexandra [0:26:02]: It doesn't know what high growth means and it might define it itself.
Alexandra [0:26:04]: Is it a year over year revenue increase.
Alexandra [0:26:07]: Is it a hiring post increase as well.
Alexandra [0:26:09]: And then make sure it knows to tag its evidence that if a guess, it can note that, but not qualify on guesses, that anything missing is not necessarily a no and then test it out against, what you know is already working.
Alexandra [0:26:20]: So if an account is a right fit, put it through that workflow, see if it comes back as pursue, then it's working.
Alexandra [0:26:26]: If it's not, it might be your criteria that needs to be tweaked.
Alexandra [0:26:29]: It might be something within the rules or rubric that needs to be changed.
Alexandra [0:26:31]: And so for me, this has changed the time I spent looking for accounts, but also how I meaningfully engage them whether I can see them in person, invite them to an event.
Alexandra [0:26:39]: Is kind of the last thing that we'll do with this outbound, but it gives me the opportunity to meaningfully engage them.
Dave [0:26:45]: Excellent.
Dave [0:26:45]: So it seems like you've gone really deep here?
Dave [0:26:48]: I'm just curious.
Dave [0:26:48]: So number one, what is your top AI tool of choice, something that you're using the most in your work life?
Dave [0:26:54]: And then number two is something that you see yourself doubling down on when it comes to AI this quarter.
Dave [0:27:00]: What do you wanna do more of here?
Alexandra [0:27:02]: Yeah.
Alexandra [0:27:02]: So for a tool, it's been claude.
Alexandra [0:27:04]: Claude does a lot on its own.
Alexandra [0:27:05]: Everything we used here today was public information that it was able to find with bright instructions in the right rules.
Alexandra [0:27:11]: It has access to things like Apollo, but it asks me before it leverages that to enrich it further.
Alexandra [0:27:16]: So it can provide a lot of things publicly, and it can do quite a bit.
Alexandra [0:27:19]: It's just a the setup that, you know, you put behind it.
Alexandra [0:27:22]: And what I'm trying to keep on leading into as I learn all of this is figuring how to connect different automations and where I can start giving more trust to AI, and that's through evaluations, giving a lot of feedback, making sure there's a loop involved and having different AI judged the output itself and then learning how to trust that as well so that it can be a bit more autonomous and do a little bit more without me.
Dave [0:27:45]: One quick question in the chat, it's kind of a loaded question.
Dave [0:27:47]: The the answer, if you can did the conversion rate and other stats increase after introducing the workflow a marketing question, but did this produce better results for you?
Alexandra [0:27:55]: This version of it is fairly new because I've used to be doing outbound and Outbound is a lot of noise and it cold out outbound is not necessarily the best version of this, but this play is now around finding opportunities to meet them in person or find interest through warm contacts.
Alexandra [0:28:07]: So still Tb, but it is giving me really valuable information about how to engage them, like, out wild events and group people that I know.
Dave [0:28:17]: Cool.
Dave [0:28:17]: Alright.
Dave [0:28:17]: Thanks Alex.
Dave [0:28:18]: Hey, quick two second break here just to tell you as we move some things around behind the scenes.
Dave [0:28:22]: We've been doing a bunch of events lately because I'm long on meeting people and being around you imagine that, like, this vibe is so high I imagine the version of this in person, So two weeks from Thursday.
Dave [0:28:31]: We're doing a meetup up in New York City.
Dave [0:28:34]: We did this last year.
Dave [0:28:35]: There's not a ton of room.
Dave [0:28:37]: There's a hundred spots.
Dave [0:28:38]: We sold about fifty tickets yesterday.
Dave [0:28:39]: I'm gonna be hosting a panel.
Dave [0:28:41]: We're gonna do a live episode of our podcast there talking about what's working, What's not.
Dave [0:28:45]: Things you're gonna double down on or cut.
Dave [0:28:47]: Heading into twenty twenty seven, and New york City's is always great to go there.
Dave [0:28:51]: Just a good opportunity.
Dave [0:28:52]: So if you're seeing this and you're in and around the New York area, the page is up right now, exitfive.com/nyc, me Dan Matt, Allison from the team are gonna be there, plus panel, plus some accent good hang, bring your hand sanitizer come see us, and we'll see you in New York.
Dave [0:29:07]: Okay.
Dave [0:29:08]: Alright.
Dave [0:29:08]: Back to the Red scheduling program.
Dave [0:29:10]: Oh, Marissa in my ear thing.
Dave [0:29:11]: Repeat the URL that is exitfive.com/nyc, exitfive.com/nyc or just ask Claude.
Dave [0:29:18]: When is the Exit Five NYC meet up?
Dave [0:29:20]: I'm sure Ben has us ranking for some page in there.
Dave [0:29:23]: Okay?
Dasha [0:29:24]: Maria also posted in the chat to make it super easy.
Dasha [0:29:26]: Alright.
Dasha [0:29:27]: We've got Jess.
Dasha [0:29:28]: Are you ready?
Dasha [0:29:29]: I'm gonna kick off the timer.
Jessica [0:29:32]: I'm ready.
Dave [0:29:33]: Let's.
Dave [0:29:33]: I'm not gonna tell you who, but someone on our team is a super fan of yours.
Dave [0:29:36]: I don't wanna embarrass them.
Dave [0:29:37]: I don't wanna say anything, but you got a lot of fans over here on the Exit Five bench.
Jessica [0:29:42]: I'm fans are you all.
Jessica [0:29:43]: Thank you.
Jessica [0:29:43]: Alright.
Jessica [0:29:44]: Brand skills for everyone.
Jessica [0:29:46]: So hi, again.
Jessica [0:29:46]: I'm Jess.
Jessica [0:29:47]: I formally led brand Air, an Ae platform, and I'm actually in between jobs.
Jessica [0:29:53]: I start something new and exciting on Monday.
Jessica [0:29:55]: But today, Gonna walk you through a library of skills and created for the company early in the year as soon as cloud desktop was introduced to everyone.
Jessica [0:30:05]: And before I do that, I'm gonna quickly just walk through what a skill is.
Jessica [0:30:09]: If you can think of a skill like a reusable playbook or even a style guide for an AI agent that basically, gives it your instructions once, and then you can reuse it across projects.
Jessica [0:30:20]: So instead of prompting over and over and over again.
Jessica [0:30:24]: It basically is one script that you can use and cloud or codecs can pull it automatically typically.
Jessica [0:30:30]: I will share this deck around so you can kind of poke into these resources.
Jessica [0:30:34]: Why did I create a library of brand skills?
Jessica [0:30:38]: I envision this very scary scenario in my mind that if I did not do this.
Jessica [0:30:44]: Now that everyone at the company had these AI superpower at their fingertips.
Jessica [0:30:48]: So they would just be shipping sloth left and right?
Jessica [0:30:50]: So, like, deck, one pager social assets.
Jessica [0:30:53]: And because my team was very small as effectively myself and, like, two other brand designers, we just didn't have time to take on that, like, huge level of production work.
Jessica [0:31:03]: So I always future proofing a realistic stop get in scenario, if you will.
Jessica [0:31:08]: And then, also the time saving, like I mentioned that comes from rep prompting.
Jessica [0:31:13]: So nobody wants to go into Cloud codecs and say, use this font.
Jessica [0:31:17]: Use this logo again.
Jessica [0:31:18]: Use same color palette, but the scale library was really, like, a big time saver for that.
Jessica [0:31:24]: So how do they do it?
Jessica [0:31:25]: Step one, if you are a design team or if you already have, like a fully built out brand style guide and Fig or Can, that is an excellent place to start.
Jessica [0:31:35]: So before Fig had a really strong Mc, I literally went in and fix screenshots of our entire brand style guide.
Jessica [0:31:43]: I dragged those screenshots into cloud code, along with our logo files, our font files.
Jessica [0:31:48]: And first, I just wanted it to organize everything for me super cleanly before I gave all of that information into the skill file.
Jessica [0:31:55]: So I asked it to create a landing page for me.
Jessica [0:32:00]: And this is also as I was learning cloud code back in February.
Jessica [0:32:02]: And I had it cod from those screenshots, our entire color palette how that looked in codes, this would eventually get fed into the scale.
Jessica [0:32:11]: Our type system, which fonts to use how we treat eyebrows, headlines, body copy, type scales very, very, very dialed in.
Jessica [0:32:19]: And as soon as I got all of this defined, and I thought it looked really good.
Jessica [0:32:24]: I then basically copied this Url and pasted it right into bug.
Jessica [0:32:31]: And I use claude skill builder.
Jessica [0:32:34]: And this is the most meta thing about Cloud is that they have this amazing skill that actually helps you create skills.
Jessica [0:32:40]: And so you can start with their skill builder or you can just prompt Cloud, like, you you see here.
Jessica [0:32:45]: Let's free to skill together.
Jessica [0:32:46]: I pasted in that you url the style guide, and it got to town.
Jessica [0:32:50]: It got to work and started building out the library.
Jessica [0:32:53]: So I went through a journey of failing a ton when building these skills.
Jessica [0:32:58]: I honestly never built a skill before my our life let alone did I know what it was or what it did.
Jessica [0:33:03]: And so where I ended up, very recently was learning about how to nest skills within each other.
Jessica [0:33:10]: So instead of creating one master skill that contained all the styles for all of the various perm mutations and outputs your brand might encompass.
Jessica [0:33:19]: I created a parent skill, which you can see up here, and then that parent skill had children, and those children can look like different asset types, like social assets or decks or your web system, your voice and tone guidelines.
Jessica [0:33:32]: And depending on what you ask claude codecs to create, let's say it's a social asset, it'll first call the parent scale, then that parent skill will basically scan the children's skills for social asset and call that one.
Jessica [0:33:46]: It's a really efficient way for the skills to be working together as a family because the skills won't work if they're are two jam packed with information.
Jessica [0:33:54]: They'll basically time out and we'll burn tokens.
Jessica [0:33:57]: Real quick.
Jessica [0:33:58]: Again, feel free to screenshot this.
Jessica [0:34:00]: It'll be the deck I leave behind, but it took me a while to learn how to structure skill effectively.
Jessica [0:34:05]: And so they should be brief.
Jessica [0:34:08]: They should contain, you know, the family of skills up top that way, the parents skill knows what skills tools and files to call.
Jessica [0:34:16]: And then you should give it a purpose, What matters will speak approach.
Jessica [0:34:21]: There's a bunch of examples in here.
Dave [0:34:25]: You're good.
Jessica [0:34:26]: If you're gonna try this on Monday, If you don't already have your brand defined and Fig elsewhere, I suggest you start there, That way you know what you want your outputs to look like.
Jessica [0:34:34]: And then again, you can use cloud codecs to build your visual skills and just start testing and see how it does and keep giving it feedback.
Dave [0:34:42]: Alright.
Dave [0:34:42]: Homie Dasha has some questions for you.
Dave [0:34:44]: But lot of love for Jess in the chat would love to know where she's going and what she's doing because seems like a hot commodity in the marketing game.
Dave [0:34:51]: Dasha, you, you had some questions on, Had a feeling this would be right up here alley.
Dasha [0:34:55]: Yeah.
Dasha [0:34:55]: I love this.
Dasha [0:34:56]: I'm curious just personal curiosity.
Dasha [0:34:59]: How deliberate it, like, Air did this thing where all the shots had, like, the same Yeah.
Dasha [0:35:04]: Kind of grainy look.
Dasha [0:35:05]: Yeah.
Dasha [0:35:05]: I I deliberate it was that?
Dasha [0:35:06]: Because I think that move is genius because no one ever has consistent shots.
Dasha [0:35:10]: But everything that comes out of Air opt looks so consistent.
Dasha [0:35:13]: Are you the person behind that and, like, how deliberate it was that?
Dasha [0:35:16]: How was that thing born?
Jessica [0:35:17]: Yeah.
Jessica [0:35:17]: I am the person behind that.
Jessica [0:35:19]: So that was done for the re brand, but I loud works on last year before we...
Jessica [0:35:23]: Announced the series b.
Jessica [0:35:25]: And the whole, like, story behind, like, a brand strategy was effectively, like, giving an homage to content of the past as we looked to the future.
Jessica [0:35:34]: And we were really inspired by that was, like, black and white hand drawn Wall Street Journal like, stiff illustrations.
Jessica [0:35:41]: And so we decided to make that our shots.
Jessica [0:35:44]: And then it had, like, a very nice effect on Linkedin because if you saw someone of that.
Jessica [0:35:49]: And we're like, yeah.
Jessica [0:35:50]: Obviously work at air.
Dasha [0:35:52]: Yes.
Dasha [0:35:52]: You know.
Dasha [0:35:52]: It's so smart.
Dasha [0:35:53]: I think, like, as a marketer, my takeaway was, if we ever, like, do a re brand, we should have a consistent approach for heads shots because, like, when you have...
Dasha [0:36:01]: I don't know, guest speakers or whatever, it's so hard to have everyone look consistent, someone got their heads shot in the nineties, someone created it with AI, But everything that comes out of air, everyone looks super consistent.
Dasha [0:36:12]: Awesome.
Dasha [0:36:12]: Okay.
Dasha [0:36:13]: Thank you, Jess.
Dasha [0:36:14]: We are on our next speaker, Mike, you are up, and I'm about to reset your timer,
Dave [0:36:21]: Worst part of the timer is only we and the guests can hear it.
Dave [0:36:24]: And so it's like, our guest goes, oh, and then we don't...
Dave [0:36:27]: And the audience has no idea what just happened.
Dave [0:36:29]: Pretty anti anticlimactic acting.
Dave [0:36:30]: Alright, Michael
Mike [0:36:31]: just ten seconds.
Dave [0:36:33]: My bad.
Dave [0:36:33]: My bad.
Dave [0:36:34]: I'll give it to you...
Dave [0:36:34]: Live you're live with David Dasha.
Mike [0:36:37]: Perfect.
Mike [0:36:37]: For me as a creative director just so you know I'll tell you a real secret.
Mike [0:36:41]: I don't view AI as a process improvement tool to me it's all about opening up creative.
Mike [0:36:46]: Possibilities for your business.
Mike [0:36:48]: And let me share a quick example with you.
Mike [0:36:51]: In the B2B security industry, their products has have always been about surveillance and security.
Mike [0:36:56]: But AI technology is now baked into those products.
Mike [0:36:59]: So They can provide more things like business insights and intelligence.
Mike [0:37:04]: Our client Han vision North America asked us to campaign around that messaging.
Mike [0:37:09]: So in two thousand and five, we created this campaign, cleverly taking their product off the wall and bringing it into the business to showcase these AI enhanced insights that these products can now provide.
Mike [0:37:22]: Now, to make this happen, we use mostly traditional production, stock photography, product photography, But for the motion you just saw, we used AI, and we used one platform in that case mid journey to make the character move.
Mike [0:37:36]: Now the campaign was a resounding success, So han asked us to continue it this year.
Mike [0:37:41]: Jump start just a year later, and what you can do in AI production right now with the tools and technology available is light years ahead.
Mike [0:37:49]: We're able to make the character way more compelling instead of using most the traditional production.
Mike [0:37:55]: We're able to move in and use almost all AI production, we're able to seamlessly move that character into the vertical industry that Han sells into.
Mike [0:38:03]: What's really cool about what we can do now though is Video.
Mike [0:38:07]: What we can do in video in motion, and this is just a behind the scenes look of something we're working on right now.
Mike [0:38:12]: But you can see the clear difference in one year from how we could move it with one technology in mid journey to what we can do today in motion, and why I say it's not really all about the process is because the process is still complex.
Mike [0:38:27]: The process still takes a lot of human creativity and ingenuity.
Mike [0:38:30]: This is just to look at all the prompts and thinking that my creative team went through to make that campaign.
Mike [0:38:36]: So there's still a lot to do in terms of process.
Mike [0:38:39]: But how it all comes together today is using node based AI creative production tools.
Mike [0:38:46]: We use Sigma wheat.
Mike [0:38:48]: And what Fig does?
Mike [0:38:50]: It's one subscription, one payment that gives you this to over two hundred of the world's best AI platforms or model variations of those platforms.
Mike [0:38:58]: Now what I mean by node based if you're not familiar if you looked in the upper middle, that's a typical prompt.
Mike [0:39:03]: You put into any AI platform.
Mike [0:39:04]: But what comes out are options from a myriad of different AI platform.
Mike [0:39:09]: So you get to choose and the AI is helping you make the stuff that works the best, and then you go to your next prompt.
Mike [0:39:15]: Again, it opens up options from all sorts of different platforms.
Mike [0:39:19]: So you're not creating sloppy.
Mike [0:39:21]: You're not creating homo homogeneous stuff that everyone else is creating.
Mike [0:39:23]: What you're doing at the end, you have this end asset that's made up of all the best AI whatever works best for what you're trying to communicate.
Mike [0:39:32]: Now that doesn't mean we don't use single use tools.
Mike [0:39:35]: We use them all day every day.
Mike [0:39:37]: Claude in particular is amazing for creating props for tools like Fig weave.
Mike [0:39:42]: Now what this allows us to do today and what could can allow you to do today is do your production in many different ways.
Mike [0:39:50]: Anywhere from AI assisted like that first sample I showed all the way to AI lead like that last sample I showed.
Mike [0:39:56]: And what we often hear from our clients and what you often might ask yourself, well, how do I know what's right for my project or for my brand?
Mike [0:40:04]: But there's no single answer.
Mike [0:40:05]: For us, we're asking ourselves and we're asking our clients a series of different questions like is AI gonna strengthen or distract from the message.
Mike [0:40:13]: How's the audience is gonna feel about using AI.
Mike [0:40:16]: Hey, New York's got a new law, you have to label it as AI if it's a synthetic performer.
Mike [0:40:21]: So will the audience care?
Mike [0:40:22]: Is there room for less control and more iteration?
Mike [0:40:26]: And it's maybe hard to see here.
Mike [0:40:28]: So if you just boil it down, it's really a decision tree.
Mike [0:40:32]: And it's something we put ourselves through for every project we're working on and something you can do as well and something I'd be happy to share with you.
Mike [0:40:38]: If you just ping me Linkedin, but It can quickly tell you what's the best use of AI from assisted to integrate it to full AI lead for any one of your projects.
Mike [0:40:48]: So again, back to that process versus possibilities, I'll let my friend at Han close this out.
Mike [0:40:54]: The real power of AI isn't accelerating the process, but expanding what's possible.
Mike [0:41:00]: D didn't need your ten circuits.
Dave [0:41:05]: My bad.
Dave [0:41:06]: It's alright.
Dave [0:41:06]: You're good.
Dave [0:41:07]: So we got a couple of questions for you Dasha has one, and I wanna ask specifically about the New York City?
Dave [0:41:11]: Hold on Let me let mine.
Dave [0:41:12]: Hunger Games, jurassic Park, song.
Dave [0:41:15]: That question about, like, the New york City, you know, in New York you have to label that.
Dave [0:41:19]: Has anyone had to answer that question and decided to not use AI?
Dave [0:41:22]: How would you coach someone through that?
Dave [0:41:25]: Like, you have to disclose it, but you use it anyway.
Dave [0:41:27]: That's a really interesting nuance that I haven't thought through yet.
Mike [0:41:30]: Yeah.
Mike [0:41:30]: And it's the whole state of New York.
Mike [0:41:31]: If it's a any part or a representation of a human, it has to be listed as an AI generated synthetic.
Mike [0:41:38]: Performer.
Mike [0:41:39]: And it definitely has.
Mike [0:41:41]: We have had clients that said, I don't want that out there.
Mike [0:41:44]: I don't want people to see that or it gets in the way And we're assuming other states will follow suit as well.
Mike [0:41:50]: And it's not just that.
Mike [0:41:52]: I mean, if you're making ads on any of the meta properties too, they will often auto label it as AI generated if their algorithm sees it as.
Mike [0:42:00]: So there's a real concern and it's good.
Mike [0:42:03]: There's nothing wrong with that.
Mike [0:42:04]: It's good.
Mike [0:42:04]: But if you want your campaign to be authentic, and you want human to human connection, Maybe you shouldn't be using all AI anyway, but this helps make that decision maybe a little easier because they're gonna know right away that it's not even the way I can create very human like characters today.
Dave [0:42:21]: Asha.
Dasha [0:42:22]: Yeah.
Dasha [0:42:22]: I have a question from the chat.
Dasha [0:42:24]: I guess, I'm just curious more broadly, like, what is your tech stack to create this?
Dasha [0:42:29]: The video models are changing so quickly?
Dasha [0:42:31]: Are you using one model to story board and another to actually create the video?
Dasha [0:42:35]: Like, what is your process there?
Dasha [0:42:37]: And then, I guess, the second part of my question that also came in is what is your process for story boarding all of this out, what have you found to be most effective?
Mike [0:42:46]: Yeah.
Mike [0:42:46]: It's a great question.
Mike [0:42:47]: And it all starts at the idea.
Mike [0:42:48]: It doesn't go to the tactic, whether it's video whether it's a static.
Mike [0:42:51]: Thing it all goes back to the concept.
Mike [0:42:53]: It's still a very human process with human creative teams.
Mike [0:42:56]: But we use AI, you know, in dev to help us bring those images to life, help show clients or show stakeholders, what it might look like.
Mike [0:43:05]: And that process is not much different than it's always been to create story boards.
Mike [0:43:09]: It's just...
Mike [0:43:10]: AI makes it a little quicker and allows us to show something that's a little closer to what production reality would be.
Mike [0:43:15]: And in there, we might use the singular tools if we're just trying to crank out of sample image.
Mike [0:43:21]: Or we might use like I said before, a Fig weave where it allows us to pull from really any of the models.
Mike [0:43:27]: But we're not going in and saying, hey, I've got a technology brand and letting AI come up with a concept it's still too of homogeneous when you do that.
Mike [0:43:36]: So still very human led of coming up with the idea, and it's using AI to help you produce what that idea is.
Dasha [0:43:42]: Awesome.
Dasha [0:43:42]: Next, person is up and presenting.
Dave [0:43:48]: Thank closer.
Maya [0:43:50]: I'm my hands on keyboard.
Maya [0:43:51]: I wanna ask a couple questions of you all as well.
Maya [0:43:54]: I am a product marketer by upbringing.
Maya [0:43:57]: So I'm very familiar with all the, like, invisible work that happens across go to market teams, including AI systems building these days, how many of you right now are working someplace, and also in addition to your remit there being asked to build AI systems to help you do this work?
Maya [0:44:17]: And how isn't it going for you.
Maya [0:44:19]: Well, I am on month two of a small sa somatic between roles, and, oh, Caitlyn.
Maya [0:44:26]: Okay.
Maya [0:44:27]: Cool.
Maya [0:44:27]: Anybody else?
Maya [0:44:28]: Yeah.
Maya [0:44:29]: Awesome, Lindsey Daniel.
Maya [0:44:30]: Sarah.
Maya [0:44:31]: Yeah.
Maya [0:44:32]: It's hard.
Maya [0:44:32]: Right?
Maya [0:44:33]: What I found was, yeah.
Maya [0:44:35]: No time for it.
Maya [0:44:36]: Right?
Maya [0:44:36]: Oh, Madeline shout out.
Maya [0:44:37]: We had really aggressive goals.
Maya [0:44:40]: Revenue goals to close.
Maya [0:44:42]: We could not stop the velocity of work toward those goals to build an AI system.
Maya [0:44:46]: And so this was the greatest thing about leaving?
Maya [0:44:50]: I left, and I said, hey, How can I build the system for myself?
Maya [0:44:54]: And so that's what I'll tell you a little bit about today.
Maya [0:44:56]: This works for you for yourself.
Maya [0:44:58]: If you're a product and you're searching for a job.
Maya [0:45:01]: You wanna product yourself.
Maya [0:45:02]: It works for you if you're in house or in an agency, etcetera.
Maya [0:45:05]: So it's like the backbone of everything we've heard today.
Maya [0:45:09]: And we'll get into it.
Maya [0:45:10]: These are the nine grounding positioning questions that I hope that everyone can start with.
Maya [0:45:16]: Everyone's familiar with, like, positioning, so your value props your differentiation, but I actually took some notes from Dave and his early work around you know, the change that you wish to see in the world in the old game, new game and found that these nine questions are the best nine questions to really give yourself your teams, your AI systems, the true backbone of what?
Maya [0:45:38]: You are doing together you and your customers.
Maya [0:45:42]: You see that shared purpose question.
Maya [0:45:44]: And I'm using a word here called Canon, so canon means that these answers are the source of truth for your systems.
Maya [0:45:52]: Okay.
Maya [0:45:53]: So you saved the answers, answer those questions, put them into positioning into markdown files or documents.
Maya [0:45:59]: Right?
Maya [0:46:00]: Markdown file is just a fancy name for a document, set the rules for how you're will use this information.
Maya [0:46:07]: This is the most human most important aspect of creating governance, and then actually use these across real work.
Maya [0:46:15]: Right?
Maya [0:46:15]: So have your system move from building it, answering those questions, setting the rules using it in real work and choose something, like a website.
Maya [0:46:25]: Right?
Maya [0:46:25]: Like, I started building this entire system around my own website.
Maya [0:46:29]: Alright.
Maya [0:46:30]: So here's what I use.
Maya [0:46:31]: I use a combination of codecs and claude, mostly codecs, visual code studio.
Maya [0:46:36]: This was the cli for me.
Maya [0:46:38]: As soon as I learn visual cold studio.
Maya [0:46:40]: My life really changed.
Maya [0:46:41]: But this is not super hard.
Maya [0:46:43]: And it's also something that you can always fall back to.
Maya [0:46:47]: To ask AI how to teach you to do this meta prompting.
Maya [0:46:52]: So that's always a fall back.
Maya [0:46:54]: And, yeah, Fig is huge.
Maya [0:46:56]: That's what created.
Maya [0:46:56]: This presentation, and, of course, your source material is so important.
Maya [0:47:00]: Right?
Maya [0:47:01]: All of these source materials that ladder up, to support the answers to those nine fundamental positioning questions.
Maya [0:47:07]: So in my operating system instead of showing you my really messy visual code studio a screenshot from that.
Maya [0:47:15]: Here it is.
Maya [0:47:15]: This side is the foundation.
Maya [0:47:17]: This side is the work.
Maya [0:47:18]: They are part of one tree in my file tree.
Maya [0:47:22]: I...
Maya [0:47:23]: I'm still new to this all, Still learning.
Maya [0:47:25]: And so you can see here the positioning here I have some beliefs in there.
Maya [0:47:29]: Basically, everything that others had already been talking about as well, creating video sales enable leave magnets, brand skills, all of these can go here as guidance.
Maya [0:47:39]: You can tell the system how to govern that information, and then how to apply it.
Maya [0:47:44]: So that is a little bit for me.
Maya [0:47:48]: Foundation so necessary, Todd, for sure, when in doubt Medi prompt, ask your AI friends, how to learn.
Maya [0:47:55]: That is exactly what I spent the entire month doing after I left my last job and excited to apply it again next month when I start anyone.
Dave [0:48:04]: Go.
Dave [0:48:04]: Good job, Maya.
Dave [0:48:05]: Oh, we got time.
Dave [0:48:07]: Producer immerse that we got time for one question and then we're gonna run the winner.
Dave [0:48:09]: So what's your process around updating skills at positioning and other messaging evolves here at Maya.
Maya [0:48:15]: Yeah.
Maya [0:48:15]: I mean, I found that, especially in the AI era it evolves faster than ever before.
Maya [0:48:19]: But I do find that some of those foundational questions like, what are you unique differentiator who infer some of those things don't change.
Maya [0:48:28]: And so it's important as you go through those answers to identify what does change, like, perhaps your product capabilities change and what does not change.
Maya [0:48:37]: And canon analyze what does not change.
Maya [0:48:38]: And then go back on a regular basis and update what does change.
Maya [0:48:42]: The good thing about such a system is once you update the foundation, everything else that water flows down it is also updated.
Dave [0:48:50]: Alright.
Dave [0:48:50]: Is it that time?
Dave [0:48:51]: Dasha.
Dasha [0:48:52]: I think it's that time.
Dasha [0:48:53]: I've been waiting for it.
Dave [0:48:55]: Let's roll that thing.
Dave [0:48:55]: So here's how you're gonna pick a winner here, And I just actually saw someone posted the first real trophy I've seen in the wild.
Dave [0:49:01]: So it does exist, but here we go.
Dave [0:49:02]: This is it.
Dave [0:49:03]: I don't want who was the best presentation about which of these will you try?
Dave [0:49:07]: Will it be Josh, Caitlin, Alex, Jessica Mike or Maya.
Dave [0:49:11]: Which of these AI creative things in marketing.
Dave [0:49:15]: Do you actually wanna take and bring back all Jessica's coming at.
Dave [0:49:18]: This is like that water gun game at the fair that I was just at?
Dave [0:49:20]: You know, Also, we're gonna do deep dives on more of this stuff.
Dave [0:49:23]: Maria has some stuff in the community we've been doing Ama on these?
Dave [0:49:26]: We'll talk about in a second, but do we have a final result here?
Dave [0:49:29]: How many votes are in?
Dave [0:49:30]: Oh, it's close.
Dave [0:49:31]: This is where we need the music?
Dave [0:49:33]: The votes are still coming in.
Dave [0:49:35]: If you're hearing my voice and you haven't voted yet, please put a vote in on this session.
Dasha [0:49:40]: You're...
Dasha [0:49:40]: Determining vote.
Dave [0:49:42]: Can we call it?
Dave [0:49:43]: I think we could call it.
Dave [0:49:43]: Ladies and gentlemen, let's give it up for Jessica, the proud new oh.
Dave [0:49:47]: Hopefully, you'll take this year your new job and probably display your new trophy or...
Dave [0:49:51]: If you did get a new job, go back and negotiate a ten percent increase in pay now that you are the owner of one of these coveted Exit Five trophies, Dasha are we allowed to ask for anything, I haven't been looking in the producers.
Dave [0:50:02]: Here.
Dave [0:50:03]: Where we go from here?
Dasha [0:50:04]: We gotta do her a little announcement.
Dasha [0:50:05]: A lot of questions came in the chat.
Dasha [0:50:08]: Hopefully, Dave, you know where I'm going with this.
Dasha [0:50:09]: A lot of questions in the chat, and the good thing is that there is a place to answer and get all of those questions answered so, Dave, take it away.
Dasha [0:50:17]: Talk about the community Why did you stop this thing?
Dasha [0:50:19]: And what can you do inside?
Dave [0:50:21]: I'm not gonna tell you why I started this thing.
Dave [0:50:22]: It's been four years of hard work working on this thing.
Dave [0:50:24]: But, yeah, we every time we do these, we do get a bunch of messages, I wish there was more, I wanna go deeper on these things, and so Maria has been doing an awesome job.
Dave [0:50:30]: In our community.
Dave [0:50:32]: If you haven't good exitfive.com, you can join in our community there.
Dave [0:50:35]: We're gonna have a bunch of these top speakers come in and do an Ama and get some of these questions answered specifically.
Dave [0:50:40]: It's fun if we can do this asynchronously because you can actually post something about your company.
Dave [0:50:44]: They can hang out and answer specific questions.
Dave [0:50:46]: But also give us feedback, let us know what you want more, and so we'll do that there.
Dave [0:50:50]: And I think we got one other thing.
Dave [0:50:52]: And if you wanna be on one of our next sessions like this.
Dave [0:50:54]: Our whole thing is, like, this is not about mir or Dasha having hot takes about marketing anymore.
Dave [0:50:59]: We're just the host here.
Dave [0:50:59]: This is all about you, We wanna feature your examples.
Dave [0:51:02]: So if you wanna be like Josh Caitlin, Alex Jessica Mike or Maya, you can actually be part of our experts, network, reach out to Maria directly or go to exitfive.com/network and apply next session we're doing.
Dave [0:51:13]: We're gonna pivot a little bit from all this AI stuff.
Dave [0:51:16]: We got one on Ab, October ninth, and then we'll see you in New York City if you're around on October fifteenth.
Dave [0:51:22]: And then real quick, we do like to measure everything being the good marketers here that we are.
Dave [0:51:25]: So like to get feedback on all of these sessions.
Dave [0:51:27]: Did you just give us a rating real quick.
Dave [0:51:29]: How would you rate this session the Based on did it hold up to the expectations that you had going in, the copy we wrote in the landing page, did you get value and useful knowledge from this, give us a rating here.
Dave [0:51:39]: Those really help.
Dave [0:51:40]: We look at them all.
Dave [0:51:41]: We rank them.
Dave [0:51:41]: We feed him to claude, and we say Claude, which should the next topic be No We don't do that.
Dave [0:51:45]: But we do look at.
Dave [0:51:46]: Alright.
Dave [0:51:46]: That's it.
Dave [0:51:47]: Thank you to everybody.
Dave [0:51:48]: This is an awesome session.
Dave [0:51:49]: Appreciate all our speakers, almost three hundred people here live, shout out to Marissa, Maria, the Content team, Dasha, my co-host.
Dave [0:51:55]: We'll see you on the next one of these.
Dave [0:51:57]: If you're one of our speakers don't leave yet.
Dave [0:51:59]: I just wanna say hi real quick backstage.
Dave [0:52:00]: Otherwise, we'll see everybody on the next Exit Five Live in two weeks all about Ab.
Dave [0:52:05]: Okay?
Dave [0:52:05]: See you later?
Alexandra [0:52:06]: See.
Dave [0:52:11]: Hey.
Dave [0:52:11]: Thanks for listening to this podcast.
Dave [0:52:12]: If you like this episode.
Dave [0:52:14]: Do you know what?
Dave [0:52:14]: I'm not even gonna ask you to subscribe and leave a review because I don't really care about that.
Dave [0:52:19]: I have something better for you.
Dave [0:52:20]: So we've built the number one private community for B2B marketers at Exit Five, and you can go and check that out instead of leaving a rating a review, go check it out right now on our website, exitfive.com.
Dave [0:52:31]: Our mission at Exit Five is to help you grow your career in B2B marketing, and there's no better place to do that than with us at Exit Five.
Dave [0:52:39]: There's nearly five thousand members now in our community, people are in their post every day asking questions about things like marketing planning, ideas, inspiration, asking questions and getting feedback from your peers, building your own network of marketers who are doing the same thing you are seeking to have a peer group.
Dave [0:52:55]: Or maybe just venting about your boss when you need to get in there and get something off your chest.
Dave [0:53:00]: It's a hundred percent free to join for seven days so you can go and check it out risk free, and then there's a small annual fee to pay if you wanna become a member for the year.
Dave [0:53:08]: Go check it out, learn more, exitfive.com, and I will see you over there in the community.