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Demand-Geniuses is the podcast for revenue-focused B2B Marketers. We bring you the latest insights and expert tips, interviewing geniuses of the B2B Marketing world to bring you actionable advice that you can implement to accelerate growth and progress you career. The role of Marketing in B2B go-to-market strategy has changed drastically. It's more important to revenue generation than ever as buyer engagement becomes more digital. We equip you with the information you need to thrive in this new, revenue-critical role.
Tom Rudnai (00:00)
talk about FOMO and one of the big places we've always felt it on FOMO is like AI video creation. Can we be doing an awful lot more than we are? But I've struggled to apply it.
to my own context. I guess what I really want to understand, I know from speaking to people, there's a lot of people out there that feel the same. So I want to get into like how, how, how we can practically, being marketers as a whole, incorporate AI video into, into our, our strategy beyond isolated experiments. And I don't quite know where to start, but I guess maybe a good place is, there, what are the best examples you've seen of companies that do this really well?
Lisa Vecchio (00:39)
Yeah, well, I maybe before I go into those examples, think there's...
two ways AI is think like impacting video and one is AI creation meaning like you're generating like any AI generated content and then also there's like AI editing and I think what's interesting about both of those is like it doesn't have to necessarily be in isolation you may already be producing content for your social and it's how you can like equip your team or people who are maybe like non-social editors or video people to go ahead and just like create content even if it's not AI generated it's just your talking head you're creating a video
for LinkedIn about, I don't know, the event you did the other day or a thought leadership piece and you can actually like unlock so much more.
potential within your own organization to arm your team with some basic tools that they probably never had the confidence, going back to like imposter syndrome, like, I'm not a video editor, this isn't for me. And I just think it's important to start there because for me, I'm a marketing generalist. I make the worst likes, like I am not, I am not a designer, right? You do not want to see my PowerPoint slides, let alone if I tried to like...
I think, like, create a video. I'm like pushing more video out than I ever have before, and it may be if you're like a deep video expert and you're a motion designer, gonna go, well, that's pretty crap, Lisa. But you know what, if you're a marketer who just wants to like level up and create more content, I don't think it's that bad, because I did it in 20 minutes in my living room and I didn't need help from my team. And I'm talking about some basic things like, you know, automatically adding subtitles to your video, having your brand kit locked in so that you can add your logo or do stuff in your colors.
using something like edit with script where like it literally takes your transcript and it'll delete all your ums and ahs and you know like word silences and all the sudden like you went from having a pretty like video to like something that's polished and shareable so I just wanted to start there but when we talk about AI generation
I think it's interesting because there's a lot of tools out there at the moment. There's a lot of noise out there. a lot of people are probably asking the same question that you've just asked me or are asking each other. It's like, when are we going to start seeing this in our day to day? And I think we're still kind of at the early point of that hump of before it just becomes the norm. people are...
cautious of AI slop and just pushing stuff out and we still have to balance the human and the AI. So to answer your question,
I think video ads is a great way that people are using AI generated content to test and experiment. So maybe they're creating different variations of an AI generated ad and then they're changing the color or the character or the headline and they're able to get quick feedback on is this the right message or is this the right content before they go ahead and scale it. And maybe then they'll go hire an agency to go do full production.
on it but it's a great way to get I think market feedback before your ad spend. People are using it like avatars. know avatars have been around for the last couple of years. They've been used more in let's say like training and development like internal comms. We launched our own model called Fabric a couple months ago but you you've seen probably like you know Sora come out from... Sorry I'm just...
Open AI and VO come out from Google and then there's Kling and Minimax and there's so many of them on a daily basis. And it's funny because when we launched Fabric, which is like you can upload any image, like a talking head, that's what it's for, it's to make any image talk. A lot of people have told us they're leveraging it for their CEO to do internal comms. They're uploading a photo of their CEO with his voice clip and it can be sometimes so difficult to get the CEO to send the message for the campaign in turn. I know you're a CEO, but like,
for a campaign or like to post the thing on LinkedIn, they've actually been like experimenting with that. So like unlocking people who might be camera shy or not have like the bandwidth to actually produce content. We're using it for like themed campaigns as well, like it's Halloween this week. We produced a lot of content around it. We've got Black Friday coming up. And so we've also, you know, leveraged that to create social first content that doesn't, you know, that can be very human and real, but generated through our, through our teams.
So those are just a couple examples, but I kind of bring whether you're generating or editing everything back to like, what's the job to be done on social and like what's the right format to achieve that job. People are telling us that they want talking head video to promote their business, to educate their customers, to...
create awareness for their brand and when you kind of break things down into like the jobs to be done, you then can think about, like you would with any other piece of content, what are the right formats, what's the stuff that's gonna resonate, and then you can test and experiment.
I guess the final point I'll make here is like, why would people want to use GEN.AI video? And I think ultimately people don't know where to start sometimes. They don't have the budget. Like we talk about, you know, customer interviews where you'll spend five, 10 grand to fly someone out and go to someone's office where, you know, you could likely ask them interview questions, get them to record it, upload a picture of their head and get those sound bites potentially at a higher quality than a bad zoom recording.
for example. So you know it's gonna save you money and help you get to market quicker. Like this is the stuff that's worth experimenting with and finding the right use case for your brand and maybe we're still in the I'm not sure yet but just have fun with it because what we're also seeing is a lot of the Gen A content like even on my own socials because it's different it's getting engagement. You know I created a Halloween video or when we launched Fabric of all the different use cases for marketing like
you can do it for podcast recordings. The example I want to give is we don't have a social creator for our Instagram at the moment. We're going, I've got the post live on LinkedIn this morning and we're actually experimenting with creating AI influencers using our tool to help us get content out quicker. It's going to be a test. It's going to look really real, but why can't we use them to do the explainer and then match that with some motion graphics to, you know, create social first content.
I
Tom Rudnai (07:08)
it seems like it requires a lot of experimentation and you said have fun with it and I think that's what when I looked through, was having a look through on LinkedIn, your videos you produced before this and I can see that, A, you're having a lot of fun just experimenting with stuff, creating it. But one thing I thought was, in terms of why that's hard for me to apply to my own context and what other people probably struggle with is for you, and generally just a bit more context,
Lisa Vecchio (07:17)
Hmm.
Tom Rudnai (07:34)
Generally speaking, I think we're not that creative with Topper Funnel in B2B, right? It's how tos and it's things like that. It's really for you, you're selling a video AI platform so you can create anything and your job is to show off just the fact that you created it. It's a lot more, it requires maybe more creativity to it. I find it very difficult to think what are the...
open awareness type things that I can do in our world using that technology. And that's where I guess I'm like, have you seen ways, companies that do a great job of that, or have you seen processes or ways of working that people instill that help to create those kinds of ideas and that kind of creativity?
Lisa Vecchio (08:22)
Yeah, like a few. And so I had a breakfast a couple weeks ago with like a bunch of, a bunch of like social leaders who work in newsrooms, right? Cause like the news is changing, everything's social first, like in terms of how they're delivering their content. Like,
it's all like short snippets on social and asking them about how they're using video. And naturally they're a bit risk averse to like using avatar, like talking head generated content, because it's like the news, right? Like they don't necessarily want to replace their journalists in that sense. And I totally get that. So it's the AI editing piece that's really important for them and how they can like equip everyone in their business to become journalists. But when it came to the generation stuff, what was important was B-roll.
Right? So for example, you're your company, you're trying to sell your service, and you may be creating a talking head video of yourself, you know, giving a thought leadership piece, for example, or how to. You need to embed context, like contextual imagery to what you're talking about, because it'd be a pretty boring video if it's just you for a couple of minutes and like nothing changes on screen. So that's where you can actually prompt or feed it a script, which will automatically prompt for you images to back
up what you're saying. Hey, just was at an event in London this week and all of a sudden your background changes, you know, and there's like the image of the London eye. And then, you know, I was working with a client and we were talking about revenue and maybe, I don't know, this sounds really corny, but like money, you know, graph shoots up the screen. Like that's a very tactical, like practical example of like in B2B marketing, like while we are talking head humans and the human part's really important.
how people can use AI-generated content. Another example is, again, in training and development, or where you're having a much longer video, where you may be going into a demo. So you're demoing your product or service.
you can use the AI generated, and I don't like to use the word avatar or actor, but talking head that you generate, could be a cartoon or a Muppet for all you want, or it could be you or your CEO, like I said, to just do the intro for the first five or 10 seconds, which is like, hey, I'm Tom, I'm here to show you how you can use my tool.
Because you can edit the transcript to, like, you can edit the word and it'll regenerate the word for you, you can use that to, like, use the same piece of content of, like, let's say the demo, but always change the intro without having to re-record every time, right? And that can be a bit fun and experimental. I mentioned the ads thing as well, which I think is a very real use case also in B2B. And I know B2B has the stereotype of being boring and yet,
I am selling to marketers and I'm going hey, I'm not a technical person. I'm not a creative like designer, but look what I did in a couple minutes. I also would encourage more B2B marketers to have fun with their marketing and create weird stuff because it's gonna get engagement and reach and like what are your goals on social even to educate? You know you could you could do something like why couldn't you be a vampire? Setting a Halloween message out to ask people to you know next 24 hours get your free demo in your inbox.
Why not?
Tom Rudnai (11:38)
No
it's true, we just don't have the same culture though. I think we approach advertising very differently to B2C. We think that advertising has to be about products and benefits whereas B2C they're very like no it's lifestyle and they just show a happy person using the product and everyone's like I want to be happy like this.
Lisa Vecchio (11:55)
So,
but I think this is like, mean, I'm in B2B, I've been in B2B my whole career and you need to be a bit of a risk taker. Like I think we can all keep beating the drum that B2B is boring and it has to be about value and benefits. And I do think depending on where you work, there's just some industries that's just not gonna be able to take risks. But I think if you're...
in some industries in sales, know, for example, or selling, depending on who your audience is, is like, we're all humans. want, know, like depending on where in the funnel you are as well, right? Like depending, in terms of what content you're producing, it doesn't all have to be what living up to the stereotype.