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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.
Dave [0:00:17]: Super excited to do this session.
Dave [0:00:19]: So my name is Dave Gerhardt.
Dave [0:00:20]: I am the founder and host here at Exit Five.
Dave [0:00:23]: We have built the top community for B2B marketers to learn what's going on in B to marketing?
Dave [0:00:29]: And man, is it a wild time to be a marketer right now.
Dave [0:00:32]: Super fun.
Dave [0:00:33]: I feel like I'm relearn learning new stuff every day.
Dave [0:00:36]: And because of that, though, there's a lot of noise out there, and we wanna make it our job to help separate the signal from that noise.
Dave [0:00:43]: That's why we do these.
Dave [0:00:44]: We do these twice a month.
Dave [0:00:45]: It's is absolutely not a webinar.
Dave [0:00:47]: Twice a.
Dave [0:00:48]: We do these Exit Five live sessions, and we bring on a group of people who are doing the things that you're doing right now.
Dave [0:00:53]: And they're gonna share specific examples.
Dave [0:00:55]: This often works like therapy because you realize you're not alone in feeling behind and feeling stuck and feeling You didn't know how to do that, but also gives you a source of ideas and inspiration and I know that you're gonna get At least one or two new ideas today if you pay attention and take notes.
Dave [0:01:10]: You'll get one or two new ideas today that you can bring back into your company with you.
Dave [0:01:14]: So Have an awesome panel.
Dave [0:01:15]: And we have one, two, three, four, five.
Dave [0:01:17]: We have five marketing leaders behind behind the stage You're gonna talk about what they're doing with Ai.
Dave [0:01:22]: And what's cool about this session is we have people that are at all different parts of their journeys with Ai.
Dave [0:01:27]: So you're not just gonna get super advanced complex, crazy stuff that makes you feel lost.
Dave [0:01:32]: We're gonna show you a bit of, like, what would be Crawl walk run approach to Ai today.
Dave [0:01:36]: So first though, if you're hearing me right now, I just want you put your name in the chat?
Dave [0:01:39]: Let me know, like, what's your name?
Dave [0:01:41]: Where are you writing in from?
Dave [0:01:42]: And then why take the time out of your day to attend this session what's going on with you and Ai.
Dave [0:01:47]: What do you need to learn about Ai.
Dave [0:01:48]: I've dropped that in the chat just so we know that you're here.
Dave [0:01:51]: All this is gonna be recorded.
Dave [0:01:52]: You will also get a replay after this Matt Big fan Exit Five.
Dave [0:01:55]: While the chats roll in here, by the way.
Dave [0:01:57]: One of the best parts about doing these live sessions that it is all marketers who show up.
Dave [0:02:00]: And so one of the best things is to actually participate in the chat, help each other out, ask us questions, share what you're doing, like, be an active participant in the chat makes this so much better.
Dave [0:02:09]: Also makes me feel less alone here here in my house talking into the camera.
Dave [0:02:13]: But This is great, Michelle in Florida.
Dave [0:02:14]: Excited to get some new ideas and see where others are in the journey.
Dave [0:02:17]: The claude propaganda.
Dave [0:02:19]: Is there a lot of cl.
Dave [0:02:20]: There will not be any claude propaganda on this.
Dave [0:02:22]: I can promise you.
Dave [0:02:22]: Kennedy in Texas, Calgary, trying to make the leap from Aid aig tools to agents.
Dave [0:02:28]: Wanna see what others are doing, Kevin and Boss learn a ton from these not webinars.
Dave [0:02:31]: Let's go.
Dave [0:02:32]: Thanks for coming back.
Dave [0:02:33]: Aaron G and Utah Shout to Shout to you Big fan Exit Five.
Dave [0:02:36]: Allison and Va, Julius in London.
Dave [0:02:39]: Everybody wants to know what they...
Dave [0:02:41]: This is great.
Dave [0:02:42]: Come on here.
Dave [0:02:42]: We could do this every Friday, every Friday come in here, we're gonna talk about Ai until eternity.
Dave [0:02:47]: So I'm excited to be here.
Dave [0:02:48]: Hey, before we get into today's session.
Dave [0:02:50]: I bring up our guests and show you some really cool stuff.
Dave [0:02:53]: Everybody's got some cool stuff prepared just wanna give a quick shout to optimize for sponsoring this session today.
Dave [0:02:58]: Optimize these an all in one digital experience platform that acts as the operating system for modern marketing teams, helping you create content, run experiments, personalized, experiences, and optimize your website all powered by Ai.
Dave [0:03:12]: They have really cool product called Op.
Dave [0:03:14]: We're gonna see some of that in a little bit.
Dave [0:03:15]: Ai agent platform built specifically for marketing teams.
Dave [0:03:19]: It helps you build agents that understand your brand, connect to your tools and handle the repetitive work so you can focus on the strategy and creative.
Dave [0:03:26]: Their team is actually here today, shout out to them, and they're gonna show you some of these ideas and how to build agents for yourself.
Dave [0:03:32]: They've also put together an Ai playbook for you to take home.
Dave [0:03:35]: It covers how to go beyond just prompts, how to build and govern an agent marketing engine in a thirty sixty ninety day plan to get started, They will be sending it to everyone after the session.
Dave [0:03:46]: So keep an eye out.
Dave [0:03:47]: We'll hook you up with all that, the recording the notes from all this and this from optimize, It should be in the chat right now.
Dave [0:03:52]: Thank you to the team at optimize for sponsoring.
Dave [0:03:55]: This session.
Dave [0:03:56]: The word of the day is Ai pill.
Dave [0:03:58]: I'm taking them all.
Dave [0:03:59]: I'm in, that's my favorite new term.
Dave [0:04:01]: They used to be inbound marketer or, content marketer or whatever the marketers today.
Dave [0:04:05]: Everyone saying want Ai pill marker that's where we're at.
Dave [0:04:08]: So, okay, Allison, why don't you bring everybody up here.
Dave [0:04:11]: We're gonna do quick intros with everybody, talk about what they're gonna show you everybody's then gonna come back up, show you one or two examples of something they're doing with Ai, and then we're gonna bring all back together.
Dave [0:04:20]: For a group discussion answering all your questions live here on this session.
Dave [0:04:24]: Okay?
Dave [0:04:25]: Alright.
Dave [0:04:25]: Here we are.
Dave [0:04:26]: Now I get to come up for Aaron and see...
Dave [0:04:27]: So let's go my left right , Tara, Julia Lily, Kevin, Pejman.
Dave [0:04:30]: Tell people, granted...
Dave [0:04:32]: There's a lot of people here and there's a lot of you.
Dave [0:04:33]: So quick intro who you are?
Dave [0:04:35]: What do you do for work?
Dave [0:04:36]: And what's cool to you about Ai and marketing, maybe a teaser of what you're gonna show later?
Tara [0:04:40]: Sure.
Tara [0:04:40]: So Start Territory corey.
Tara [0:04:42]: I lead marketing and optimize.
Tara [0:04:44]: Be with the team for little over a year, and it's an extremely exciting ride throughout my careers.
Tara [0:04:50]: Focused on marketing operations, demand gen, and always, like, leading transformation.
Tara [0:04:56]: I think this is the most disruptive period for marketing ever, and it's accelerating I was also saying you just mentioned you're going out of Florida I was down Florida a few weeks ago.
Tara [0:05:05]: And it kind of reminds me of that, like, roller coaster thrill.
Tara [0:05:08]: Right?
Tara [0:05:08]: Like, you got fear, anxiety, like excitement.
Tara [0:05:11]: So it's really an exciting time to be a marketer and embracing Ai and and how it's really gonna evolve our roles as we go forward to hopefully, but do some of the things that we love, like, connecting with customers telling great stories, being creative, so we hopefully don't lose that in this world of Ai.
Dave [0:05:29]: Love that.
Dave [0:05:29]: I love that.
Dave [0:05:30]: Let's bring it back.
Dave [0:05:31]: Let's make marketing about doing creative and fun stuff again.
Dave [0:05:33]: Next is Julia.
Dave [0:05:35]: And we already got...
Dave [0:05:36]: What?
Dave [0:05:36]: Julie hasn't even talked yet, but we got a shout to your title director of Ai in adoption.
Dave [0:05:40]: So who are you, what do you do?
Dave [0:05:42]: What is the director of Ai in adoption do at opt optimize.
Julia [0:05:45]: Good question.
Julia [0:05:45]: Mark might relate to the, like, you have a title and then you have your comma.
Julia [0:05:49]: That just like try to give a bit of explanation on what you do.
Julia [0:05:52]: But I'm Julia, I work on...
Julia [0:05:54]: Yeah, integrated marketing Ai adoption.
Julia [0:05:56]: I mean, I've had the integrated marketing side for a while.
Julia [0:05:59]: I've been optimized eight years, not doing that for the full eight years, but kind of in the past few years, focused on building the systems processes that connect are pretty big diverse and very distributed marketing team.
Julia [0:06:12]: And over the past, maybe six to twelve months, Ai adoption has been added in as a kind of natural next chapter.
Julia [0:06:19]: Running our identity program in marketing optimize, and I think that interesting part areas, like, making sure we are customer zero of our own platform, proving it out in our marketing team supporting other customers you wanna do.
Julia [0:06:31]: Cool.
Dave [0:06:32]: Alright.
Dave [0:06:32]: More more on that in a minute.
Dave [0:06:34]: Lily Bond.
Dave [0:06:35]: Hi, Lily.
Lily [0:06:36]: Hi.
Lily [0:06:36]: Nice to be here.
Lily [0:06:37]: Thanks for having me.
Lily [0:06:38]: I lead marketing and sales at three play media were a human in the loop Ai dub, and captioning solution for media based in Boston.
Lily [0:06:49]: And I think our team has had a lot of false starts with Ai, and I think that's probably something most people can relate to.
Lily [0:06:57]: So I'm gonna talk a little bit about what didn't work for us, and then what has, I really transformed our team this year to go from what I view as ten to a thousand on Ai, and, obviously, the limit doesn't exist.
Lily [0:07:10]: So who knows how low a thousand is in context, but it's just a really exciting environment now, and I want everyone else to feel like they can get there.
Lily [0:07:18]: So I'll talk a little bit about that.
Dave [0:07:20]: Man, and I love that.
Dave [0:07:20]: My job is like, I'm literally...
Dave [0:07:22]: I talk to people about this for living, and that's what everybody wants.
Dave [0:07:25]: They want someone to be real about, like, hey, we did this.
Dave [0:07:27]: It didn't work.
Dave [0:07:28]: Here's the thing that we finally got to get it right.
Dave [0:07:30]: So I'm excited to go through that.
Dave [0:07:32]: And Imp here, Pejman is CMO and Menlo security.
Pejman [0:07:35]: Hi.
Pejman [0:07:35]: What yeah?
Pejman [0:07:36]: CMO Menlo Security.
Pejman [0:07:37]: I've been here about three years.
Pejman [0:07:38]: For us this was about finding ways to work down that list and things we've always wanted to get done, but never managed to find the time too.
Pejman [0:07:49]: We found that Ai gives us the ability to be more efficient to be more agile and taking those early wins and stretching that throughout the team is is what our goal is moving forward and rough and good start excited to share with everyone here.
Dave [0:08:02]: Cool.
Dave [0:08:02]: Alright.
Dave [0:08:02]: Good intro.
Dave [0:08:03]: Last is mister Kevin Clark.
Speaker_6 [0:08:05]: Yeah.
Speaker_6 [0:08:05]: So Kevin Clark, CMO of Comp, and we're the global leader in It certifications and kind of expanding out of that area as well.
Speaker_6 [0:08:13]: And we sit in kind of an interesting position because we're not just figuring out how we implement it internally.
Speaker_6 [0:08:18]: We're also helping to train in credential the people who will be using Ai.
Speaker_6 [0:08:22]: So it's kind of a...
Speaker_6 [0:08:23]: We gotta do what we talk about a little bit.
Speaker_6 [0:08:26]: We have a very small marketing team.
Speaker_6 [0:08:28]: So for us, Ai is beyond kind of something we want to do.
Speaker_6 [0:08:32]: It's something we kinda have to do.
Speaker_6 [0:08:34]: But, you know, as Tara talked about a little bit earlier.
Speaker_6 [0:08:37]: It's kind of also in that kind of roller coaster stage.
Speaker_6 [0:08:39]: I was thinking about it of Have you ever seen like, a w baby come lu at you across a room, and it's like, awesome to watch, but also, like, a little terrifying, like, that's totally us.
Speaker_6 [0:08:51]: Right?
Dave [0:08:52]: Like my dog, my daughter learning to w This could be them.
Dave [0:08:54]: My parental instant curve falling flatter her face and, like, break hair nose?
Dave [0:08:57]: Is that what's gonna happen right now?
Dave [0:08:59]: I don't know.
Speaker_6 [0:08:59]: Or she gonna...
Speaker_6 [0:09:00]: Exactly?
Speaker_6 [0:09:00]: Like, you're watching them come at you and you're thinking...
Speaker_6 [0:09:02]: Are they gonna hit the coffee table, the ground, like, what's going on?
Speaker_6 [0:09:06]: And I feel like all of us are there a little bit.
Speaker_6 [0:09:09]: I mean, I definitely...
Speaker_6 [0:09:10]: I don't wanna project on everyone else, but that's kinda where I feel like we're at...
Dave [0:09:15]: You hear that, everyone you just saw it.
Dave [0:09:17]: Like, we all just kinda admitted.
Dave [0:09:19]: Like, this isn't gonna be the, you know, God will blow your mind in the next hour session.
Dave [0:09:24]: We're gonna have some real practical conversation about what's going on with that.
Dave [0:09:27]: Okay.
Dave [0:09:27]: Cool.
Dave [0:09:28]: Good intros.
Dave [0:09:28]: We'll see everybody in a bit.
Dave [0:09:30]: We're gonna leave Tara and Julie up, and the format real quick is gonna be.
Dave [0:09:33]: Everybody's got a couple of minutes to show or talk through something that they just teased on their...
Dave [0:09:38]: On this journey.
Dave [0:09:39]: So your job is hang out in chat, be a good participant.
Dave [0:09:41]: Ask questions, put notes in the chat, help each other.
Dave [0:09:44]: We're gonna go through everybody, and then I'm gonna bring everybody back on Sage.
Dave [0:09:47]: We'll do a bunch of Q and a to hopefully help you out.
Dave [0:09:49]: Okay?
Tara [0:09:49]: Awesome.
Tara [0:09:49]: Well, thank you, Dave.
Tara [0:09:51]: And one of my, I think secrets in my career has always been to try to find some of the rock stars.
Tara [0:09:58]: In my organization and look for those change agents and champions, and that's exactly what Julia is.
Tara [0:10:04]: She's, like, the type of person within the organization.
Tara [0:10:06]: You absolutely have to have that knows where all the bodies are buried.
Tara [0:10:10]: How they were buried.
Tara [0:10:11]: Where to find things, how things work, and I think that's one of the things that's so critical from an Ai perspective is, like, you have to know the process seas.
Tara [0:10:19]: Where the work is done, the workflows and build on a solid foundation, And Jillian knows exactly how to do that.
Tara [0:10:25]: So she right out of the gates, just became a natural at building agents and understanding how it could really work across the team both from a people perspective, but also from a process standpoint.
Tara [0:10:36]: So I'm gonna pass it over to Julia Gonna share kind of how we actually operate our marketing and do the work, have our priority programs, and ensuring that we're leveraging Ai into our workflows where the works being done?
Dave [0:10:50]: I've have one question to you before we...
Dave [0:10:51]: This is not planned.
Dave [0:10:52]: But do you think if you were to bed out into the future, do you think more marketing leaders, VP, CMOs, running marketing teams are feel like more of your colleagues are finding someone like a Julia to own Ai.
Dave [0:11:02]: Like, it seems to need to have an owner inside of a a team Just curious like that strategic decision on the team.
Tara [0:11:08]: I've get to speak, which is the one fun part of being in the role that I'm in is working and getting connect with a lot of CMOs across organizations, and I think absolutely that's we're seeing that where it went from a decent descent or started with everybody doing agents and so forth then it really needed to be kind of more centralized, and mean we're gonna talk a little bit later, but we're seeing that, like, pendulum swing to where we started with, like, hey.
Tara [0:11:30]: Here's a hack on.
Tara [0:11:31]: Everybody, like, go at it.
Tara [0:11:32]: And then we went to the more.
Tara [0:11:34]: Yeah.
Tara [0:11:34]: You know they're, like, whoa, this isn't working.
Tara [0:11:36]: Right?
Tara [0:11:36]: We've got now.
Tara [0:11:37]: All these agents and they're not not all agents are...
Tara [0:11:39]: Yeah.
Tara [0:11:40]: Created the same where summer slap year, some are better at it.
Tara [0:11:43]: So we went to a more centralized controlled model, and I think we've actually swung the pendulum to sort of be in the middle.
Tara [0:11:49]: Right?
Tara [0:11:49]: Where, Julia sort of the shepherd or entire Ai adoption, strategy and approach where we're still letting not squash the enthusiasm of building, but really making sure we're...
Tara [0:12:00]: We've got some controls and guard rails into the mix and how we're actually rolling that out across the organization.
Tara [0:12:05]: Nice.
Tara [0:12:05]: Okay.
Dave [0:12:06]: Great context.
Dave [0:12:06]: Right, Julia.
Dave [0:12:06]: You got it.
Julia [0:12:07]: Nice.
Julia [0:12:07]: Well, I think Tara mentioned, yeah, the whole, we're not trying to squash enthusiasm but adding, like a bit of centralized governance around things.
Julia [0:12:16]: And one thing that we did was a lot of, like, use case discovery.
Julia [0:12:20]: I think Pe later is gonna talk through his version.
Julia [0:12:22]: So It won't tap into that.
Julia [0:12:23]: Too much, but are ethos generally in finding Ai use cases as I'm uncovering those ones that are gonna free marketers from the kind of mundane, repeatable or, like, easily forget, but very important steps in their day to day work And part of that is just making sure we're sort of building agents in the platforms that our teams are working in every day.
Julia [0:12:45]: I have some
Lily [0:12:47]: things to share about what we're doing now.
Lily [0:12:48]: But I wanna start with what we've tried and then what's finally working.
Lily [0:12:52]: So a year ago, like, beginning of twenty twenty five as an org, we set a an initiative for the company.
Lily [0:12:58]: Like, all teams are gonna adopt Ai this year, and there was a lot of momentum behind it, but nothing really clicked in place and I think in reflecting back, the things that didn't work about it were that leadership wasn't jumping into, like, lead by example with it.
Lily [0:13:17]: We were asking other people to make this happen.
Lily [0:13:20]: And the tools that we were using, required development support, so we had development support, but it meant that go to market teams couldn't really be autonomous in thinking about it and what has changed this year are those two things primarily.
Lily [0:13:35]: So if you find yourself in that boat at all, my recommendation is to, like, stop, pause and start over, what really changed is, like, for the go to market side, I personally just started investing a lot of time in listening to podcast tasks reading and then every time I've heard about something.
Lily [0:13:55]: I tried it.
Lily [0:13:56]: And I found really quickly, some tools were hard and some tools were easy and diving into the ones that were easy, helped us make so much progress quickly that then we could move left and tasks the harder things, but you need to start in the right place in order for it to take off.
Lily [0:14:13]: And the amazing thing about marketers is that we have incredible ideas and incredible vision.
Lily [0:14:19]: And tackle for the first time, I'm seeing the marketing team be able to have that vision and immediately put it in action instead of having to, like, wait for ops, Wait for dev.
Lily [0:14:30]: Wait for other teams to do it for them.
Dave [0:14:33]: Big fans already popping into your chat because a lot of people can are, like, relate to what you're saying here, which is awesome.
Dave [0:14:38]: I was gonna ask this to, and then it popped up in the chat.
Dave [0:14:40]: Would love to know a little bit more about you mentioned some tools are hard.
Dave [0:14:43]: Some tools are easy.
Dave [0:14:44]: Could you just give us, like, the narrative on that.
Dave [0:14:46]: If you tell...
Dave [0:14:47]: We sent this email on Tuesday at seven o'clock Am.
Dave [0:14:50]: Do you want the specific name, name the tool name the thing, like all that.
Lily [0:14:53]: Yeah.
Lily [0:14:53]: So last year, we bought Cassidy Ai, which is a platform to help you build agents, but it was really hard to use.
Lily [0:15:02]: And I think that that what made us fail initially.
Lily [0:15:06]: We're actually now using it again because we've gotten more sophisticated and we're successful with it, but the things that kicked off our team being super successful this year.
Lily [0:15:14]: First off is lovable.
Lily [0:15:16]: If you are thinking about trying and if you're, like, how do I do this, literally just go to the homepage and put in an idea that you want to implement, and it's gonna build you something beautiful.
Lily [0:15:26]: Their base prompt has beautiful in it thirteen times, and everything you produce is gonna be, like, a gorgeous marketing, ready, page app, tool experience, and that was, like, mind blowing to our teams is just, like, how quickly you could produce something that, like, on wordpress would be a nightmare and take you a week.
Lily [0:15:46]: So that really kicked off the excitement and the idea that you could do anything.
Lily [0:15:52]: And, like, you can't actually do anything, but that feeling has been like lightning in New Org.
Dave [0:15:59]: Also love the point of that this was my experience too is anytime the manager is telling team.
Dave [0:16:05]: Use this use this use this use this use this, but not using it themselves.
Dave [0:16:08]: It just works differently than like when...
Dave [0:16:10]: You're now showing the team.
Dave [0:16:12]: I noticed even on our small team, a change was happened when I started showing everybody.
Dave [0:16:15]: Like, yeah.
Dave [0:16:16]: I just show you something like, check this out.
Dave [0:16:17]: I did this thing in Clot and everybody's was like, oh, I get it now.
Dave [0:16:20]: And I think when you're the leader and you're doing it and you're drinking the same Ko aid.
Dave [0:16:25]: And then also, tale as old this time.
Dave [0:16:27]: Humans.
Dave [0:16:28]: We don't like to do what we're told.
Dave [0:16:30]: We need to, like, experience it first and then pretend like it was our idea all along.
Dave [0:16:34]: And so I love...
Dave [0:16:34]: I love the way that you kinda, like, bro brook.
Lily [0:16:37]: Yeah.
Lily [0:16:37]: So...
Lily [0:16:37]: And I see some comments in here.
Lily [0:16:39]: Like, it's great, but it's a little difficult to uphold brand guidelines.
Lily [0:16:42]: There's a point where lovable is not the right solution for you, and we've actually move left to really building on cloud code now, which is the same thing.
Lily [0:16:49]: You don't actually need to code in a terminal.
Lily [0:16:51]: You just five code your goal and you have a lot more control over the brand guidelines and things like that.
Lily [0:16:58]: But at the end of the day, we have taken a lot of the goals that we had and thought about the right tools to achieve them in.
Lily [0:17:06]: So lovable was the thing that kicked it off.
Lily [0:17:09]: But since then we've started using a lot of different tools to achieve a lot of different goals.
Lily [0:17:13]: And what I'm actually gonna show you today, assuming I don't run into the same problem that Julia did is one of the things that we wanted to improve is we kind of used a forcing function.
Lily [0:17:22]: Around our inbound process where we had promoted two of our Bd.
Lily [0:17:30]: We had three bd.
Lily [0:17:31]: We had promoted two of them to Aes, and we decided not to backfill them.
Lily [0:17:36]: And instead, we decided to implement agent prospecting for inbound responses so that we would produce the same pipeline value with one Bd for inbound instead of three.
Lily [0:17:47]: And we started by using some of these tools, like, we started by using Cassidy and Claude and Hubspot data underlying to try to build an agent and what we actually ended up doing is using Hubspot agents.
Lily [0:18:01]: And I think that's a really easy jumping off point for people that was surprisingly impactful for us, a year ago.
Lily [0:18:08]: Hubspot agents were not good, but recently, they must be on Opus or something now because it's improved dramatically.
Lily [0:18:14]: And for inbound responses from human response to prospecting agent, we improved our response rate from eighteen percent to forty six percent and our meeting booked rate from five percent to thirty five percent by moving to a prospecting agent, and I will show a little bit of about what this looks like.
Lily [0:18:34]: It's super simple, but really impactful.
Lily [0:18:36]: So you set up your inbound agent if you're a Hubspot user, looks a lot like workflows.
Lily [0:18:43]: You can either set it up as a sequence or you can set it up as adaptive where it will respond based on prospect actions, and it'll delay emails based on, like, the best time to respond to someone.
Lily [0:18:57]: And the entire template is prompts.
Lily [0:19:00]: So every single part of this conversation is a prompt, and it's using research on the contact on what they've done, to build the response.
Lily [0:19:12]: So I'll show you an example, contact Q, they go into the prospecting agent, and immediately, it's gonna kick off research, and it's gonna look at the contact data, any previous call data, any notes, any recent engagement so it's pulling in all of the web pages they've viewed all of the forms they've filled, any webinars they've attended, and it's also gonna pull in company research, both Crm and web, and then it's gonna draft
Dave [0:19:39]: On damn right now in our private guy amazon.
Lily [0:19:43]: This was so easy.
Lily [0:19:43]: I built this first draft in thirty minutes, and we were able to launch it the next week, this was such an easy workflow to, like, totally transform our inbound process with the tools we already had.
Lily [0:19:56]: This is just Hubspot native solution.
Lily [0:19:58]: And it it did a great job.
Lily [0:19:59]: So the subject line was super personalized.
Lily [0:20:01]: It pulled in those prompted sections of the email perfectly, and they actually booked a meeting on this first email.
Lily [0:20:07]: So I won't show more detail, but just a an example of like, this doesn't have to be that hard.
Lily [0:20:14]: It can be really fast to make impact if you just dive in.
Dave [0:20:17]: Was this something that was already existing and you thought of how to improve it with Ai or was it did it not exist before?
Lily [0:20:23]: Our inbound process is someone m q and a Bd follows up with them.
Lily [0:20:27]: We basically replaced the Bd follow up with this agent follow up to the process was there, but the Ai versus human was different, And now our our single Bd is just spending all day on calls and in meetings, which is really the goal.
Dave [0:20:41]: That's the goal.
Dave [0:20:41]: Love that.
Dave [0:20:42]: Great job.
Dave [0:20:42]: She does have more, but we can't share
Dave [0:20:44]: all of it.
Dave [0:20:44]: That's a wrap
Dave [0:20:45]: on you.
Dave [0:20:46]: Right?
Dave [0:20:46]: Here?
Julia [0:20:46]: Yeah.
Julia [0:20:46]: Yeah.
Dave [0:20:47]: Cool.
Dave [0:20:47]: Good job.
Dave [0:20:47]: Great job.
Dave [0:20:48]: Lots of comments in the chat.
Dave [0:20:49]: Let's go shout to Lily CMO counsel member.
Dave [0:20:51]: No big deal.
Tara [0:20:52]: That was a great example Well thought that example was Killer.
Julia [0:20:57]: So we are you seeing good afternoon, Julia and my nice
Tara [0:21:02]: Good good.
Tara [0:21:02]: Yeah.
Julia [0:21:03]: Yes.
Julia [0:21:03]: Okay.
Julia [0:21:04]: So we're trying to find and uncover Ai use cases that are kind of freeing up marketers from Monday mundane repeatable and easily forget at very important tasks that are happening in their day to today.
Julia [0:21:17]: But one of the main things that we're trying to do is making sure we're integrating Ai agent use case is into the work and the platforms that our teams are in every day.
Julia [0:21:26]: So this nice view here is our content marketing platform.
Julia [0:21:30]: It's kind of like any other sort of, but it's it's not like any other.
Julia [0:21:34]: It's an amazing platform, work management content management platform.
Julia [0:21:37]: And we run every single deliverable that our marketing team works so on is run through our content marketing platform.
Julia [0:21:44]: So we wanted to introduce Ai into our workflows and our day to day work.
Julia [0:21:50]: So I thought I had kind of share two use cases that kind of take you on the journey of content creation, idea creation through to optimization and how Ai agents kind of work throughout.
Julia [0:22:01]: And I think content creation is often, like, the first assumption that people take when thinking about how Ai I can...
Julia [0:22:09]: How Ai can support, and that's not wrong, but we're trying to go beyond just, like, Ai for content creation and more finding those use cases throughout their content creation journey.
Julia [0:22:20]: So this is a blog post that one of our team is working on.
Julia [0:22:24]: It's all done in the platform, the brief for the blog post.
Julia [0:22:27]: They're writing the blog article here, we're pulling in a a preview from the website.
Julia [0:22:31]: And we have repeatable kind of temp workflows that we're running.
Julia [0:22:36]: And I wanted to share this example because I think when people talk about agent workflows and human in the loop.
Julia [0:22:43]: Sometimes it can be a little bit hard to, like, picture that?
Julia [0:22:46]: What do you mean where is this happening?
Julia [0:22:48]: Like, how am I then handing something off and then receiving the information back?
Julia [0:22:53]: So this is one example where we're actually in our content creation workflow handing off work?
Julia [0:22:59]: To our Ai agent to do those kind of checks and balances that our teams know are important, but don't necessarily have the times due.
Julia [0:23:07]: So in this instance, I'll marketing in Leah, she completed her brief She wrote the content.
Julia [0:23:12]: And then we actually handed off that piece of content, that article to our e checker, so anyone who's the world of Seo g.
Julia [0:23:19]: I know it's a super important step.
Julia [0:23:21]: That runs...
Dave [0:23:23]: For those us who are not in that world.
Dave [0:23:25]: What is it e checker?
Julia [0:23:28]: Expertise, somewhere remind me secondly, authority and trust.
Julia [0:23:31]: Expertise, another ease, lesson word and authority and trust my mom's don't blank.
Julia [0:23:36]: Someone in the chat will one hundred percent.
Dave [0:23:40]: Maria says experience Yes expertise.
Julia [0:23:43]: Experience expertise exactly.
Julia [0:23:44]: They sound like quite similar words, but I think that's definitely it.
Julia [0:23:47]: Once it's completed that step handing over to the brand voice checker and how our platform actually then runs that feedback back, is that this agent went off and did its work.
Julia [0:23:59]: It grabbed the piece of content from here and highlighted a okay for the e tracker.
Julia [0:24:04]: This content has one critical issue and three advisory flags to resolve before publication that's unsupported claim.
Julia [0:24:10]: Based some out data references an internal linking opportunity, which is one thing our content markets say they always forget to do and shallow external citations.
Julia [0:24:20]: All feedback that's super valuable when you're still writing.
Julia [0:24:22]: And you'll notice that even though the brand checker step, was completed.
Julia [0:24:27]: It didn't leave a comment.
Julia [0:24:28]: And that's quite intentional for us.
Julia [0:24:31]: We also don't want Ai just giving you information for sake of giving it to you.
Julia [0:24:37]: So our other ethos is like, let's open, their Ai agents recommend the work.
Julia [0:24:43]: But if it's not gonna give you something helpful.
Julia [0:24:46]: It should just stay out of your way.
Julia [0:24:47]: And we really don't want our marketers to have to remember to go into another platform to initiate work.
Julia [0:24:53]: So that's kind of an example of how we're literally handing off work to our Ai agents in the platform and happy to go and insight the more kind of technical details of how that works, but I thought this was a nice visual to kind of utilize that.
Dave [0:25:07]: Did you mention the on the brief you...
Dave [0:25:08]: Did you mention how the brief gets created at all?
Julia [0:25:11]: So we also have brief agents that we can set up.
Julia [0:25:14]: So directly in here, we have Ir platform Open window.
Julia [0:25:19]: And this right here knows that it's on this task.
Julia [0:25:24]: So if I wanted to say, like, who's the author of this blog post brief?
Julia [0:25:28]: It would scan this Lee messenger, which, by the way, Liam messenger what a great name for a content marketer.
Julia [0:25:34]: And it can make changes it understands exactly kind of where it is.
Julia [0:25:37]: So, yeah, brief completely ripe and we have plenty of brief agents to support making this.
Julia [0:25:44]: And then once you have a brief, you can course just content based on that brief.
Julia [0:25:49]: But obviously, no good content is, like, finished without doing some analysis, and we're all markers on this call, you can probably relate that we I hate Ga four.
Julia [0:26:01]: Is the last thing ever.
Julia [0:26:02]: No one wants to go into it or either you have kind of one person your or who somehow likes G four, and then they become a bottle for everything that you need.
Julia [0:26:10]: All the data that you need to find.
Julia [0:26:12]: So we have our Ga instance connected right up into optimize the op.
Julia [0:26:17]: This is just a general past ninety days kind of traffic report from Ga, but it grabs so many insights, and it's not only just giving you the data, but kind of giving you an action plan of what you can do.
Julia [0:26:27]: And this is completely kind of editable.
Julia [0:26:29]: If I wanted to make some tweaks here and they'll actually just download it as a Pdf or a Microsoft word document and share it to Tara tell her how the website's performing.
Julia [0:26:39]: I can take...
Julia [0:26:40]: Speech either that.
Dave [0:26:41]: Oh, we've come so far.
Dave [0:26:42]: I used to have this meeting every Friday, there would be this, like, management meeting, and I have to come in, and I'd have to present.
Dave [0:26:48]: And for some reason, the CEO and the two founders obsessed over, like, website traffic.
Dave [0:26:53]: And it just fluctuate a lot.
Dave [0:26:55]: I didn't have a good story on on why.
Dave [0:26:57]: And so, like, you'd have to go in Ga piece together this, match Salesforce data and try to come up with the story.
Dave [0:27:03]: To be able to, like, chat with an Ai agent and be like, you help me figure out, like, okay.
Dave [0:27:07]: What are the plays?
Dave [0:27:08]: Because then it wasn't just about going that meeting and be, like, The worst thing you do is, like, going in that meeting, be, like, traffic is down.
Dave [0:27:13]: Traffic is down, and here's why and here's what we're going to do about it Is, like, just changes the whole tone of that conversation.
Dave [0:27:20]: I'm sure, you know, that's, like, Tara can under it can understand that as a someone brings that to you on the team.
Dave [0:27:24]: It's like, okay.
Dave [0:27:25]: We've...
Dave [0:27:25]: What we got plan here.
Julia [0:27:27]: Exactly.
Julia [0:27:27]: And we also kind of try and build our agents with this three sort of letter term with identifies, identifying an issue.
Julia [0:27:34]: It's recommending a solution, and then it's resolving.
Julia [0:27:37]: So actually another...
Julia [0:27:39]: Just...
Julia [0:27:39]: My final example is, like, yes.
Julia [0:27:41]: This is a general traffic report just my .com, but kind of going back to what would happen after the blog article is launched.
Julia [0:27:48]: We could also probably relate to maybe a bit of a set and forget it mentality sometimes with content that we publish, remembering to go back and see if it's performed.
Julia [0:28:00]: So I just showed you, like, a full scale example of, like, arthur.com platform.
Julia [0:28:05]: We can also get that same report on one single page.
Julia [0:28:07]: But this is a workflow we set up.
Julia [0:28:09]: So again, our content marketing platform has a kind of, like, ticketing work request system that raises alerts to people when something needs to get done.
Julia [0:28:18]: And this is an agent workflow we've set up that kind of just scans our website every single day and identifies if there a piece of content that was published thirty days ago.
Julia [0:28:29]: It will then run a traffic report and identify whether that article didn't hit what we've set as our benchmark traffic metrics for the first twenty eight days.
Julia [0:28:39]: So in this instance, we had a hundred and eighty sessions on this article in the first twenty eight days.
Julia [0:28:43]: It's gonna highlight this, and literally assign the work.
Julia [0:28:47]: So that the marketer is aware of this and make some recommended actions.
Julia [0:28:51]: Lea could then jump in, accept this work and literally start a task to run her optimizations and add another Ai.
Julia [0:29:01]: Workflow to support this.
Julia [0:29:02]: So I just kind of take you on a journey of, like, a content creation example that goes way more beyond just kind of generating the first copy and kind of keeping the human in the loop.
Dave [0:29:13]: Also interesting because, like, this shows how the role of in hiring content people over the years.
Dave [0:29:16]: It's always this weird mix of Do you want someone who cares about the craft of the content to make great content, But oftentimes that person is more of a creative marketer or they're not as analytical for all the different reasons.
Dave [0:29:26]: I think because of tools like this because of Ai, you can almost marry those two things together.
Dave [0:29:31]: Now we can have this super creative person who's able to juice stuff at a more technical level and analyze content and measure content without having, like, a, that's not my side of the brain.
Dave [0:29:40]: I'm not gonna manage that we can like, democrat that a little bit, which is exciting.
Dave [0:29:44]: Right?
Dave [0:29:44]: Yeah.
Dave [0:29:45]: Don't have to have a content person and a growth content person, They can be one person.
Julia [0:29:50]: Yeah.
Julia [0:29:50]: Exactly.
Julia [0:29:50]: And the human voice is becoming all the more importance you're not just sending out Ai generated content that's not gonna a trash tension.
Julia [0:29:58]: And so this is, yeah.
Julia [0:29:59]: Truly just kind of augmenting the human skills.
Julia [0:30:02]: You'll say right.
Dave [0:30:03]: Let's bring a pitch.
Pejman [0:30:04]: Hey there.
Pejman [0:30:04]: So I wanna talk a little bit about the process that we're using and or attempting to use here.
Pejman [0:30:10]: One we wanted to make sure that when we started, we found...
Pejman [0:30:14]: There was a ton of interest.
Pejman [0:30:15]: Like, everybody started playing with the different chatbot and the L, but that kinda left us in a little bit of pilot purgatory pilot per paralysis for lack of a better term.
Pejman [0:30:25]: As we weren't really moving the ball forward with things that we're generating a tremendous amount of Roi from, a workflow perspective.
Pejman [0:30:33]: So we've got this process now that we're in the midst of going trigger still the the key things that, like, we're the Aha moments for the team were getting out there experimenting is key, but in many cases, you don't know once you don't know.
Pejman [0:30:45]: You don't know what's out there.
Pejman [0:30:46]: And if you latch on to a given set of tools, things are changing very quickly.
Pejman [0:30:51]: So focus on the outcomes.
Pejman [0:30:53]: And and to do so, we needed to map out the roles map out the workflows, find the areas where there were opportunities to optimize.
Pejman [0:31:01]: If we saw huge chunks of time allocated to it, a given set of tasks, that's where we're starting a home end on.
Pejman [0:31:06]: And so That's got one variable the other question people want this slide.
Dave [0:31:10]: By the way.
Dave [0:31:11]: Number...
Dave [0:31:11]: Let me teach you something about hosts and one of these things.
Dave [0:31:13]: Number one thing is when people has a slide in either you're in an event, and you see people taking pictures or people ask for it.
Dave [0:31:19]: That's how you know.
Dave [0:31:20]: You got something.
Dave [0:31:21]: I think the reason this slide is hitting because I think one thing I've noticed pageant is like, it's very easy to just chase a shiny thing and, like, look, you know, there's...
Dave [0:31:29]: I can make cool videos.
Dave [0:31:29]: Like, I could use this voice thing.
Dave [0:31:31]: I can make these cool videos.
Dave [0:31:32]: I could do this random thing.
Dave [0:31:33]: It's like, Okay.
Dave [0:31:34]: Those end up just kinda be additive.
Dave [0:31:35]: It's like, making a meme for your mortgage making a an image or something and having no plan for it.
Dave [0:31:40]: But I think that's why Lily example hits so hard with people too because it's, like, an actual thing that fits so perfectly in the motion of the business, and now we can improve it with Ai as post just finding, like, new stuff to staple on.
Dave [0:31:52]: Right?
Pejman [0:31:53]: Yeah.
Pejman [0:31:53]: The key thing is this gives you this process who wasn't use these steps specifically or something like...
Pejman [0:31:58]: Did to give you a road roadmap of where you can hone in and focus.
Pejman [0:32:02]: And two, it also plays to the different capabilities that you have on your team.
Pejman [0:32:07]: So as if you're a marketing leader, there's gonna be different degrees of of enthusiasm and a capability.
Pejman [0:32:13]: They are...
Pejman [0:32:13]: Some folks on my team are what's all I'll show in a moment are diving head long into cloud code and building custom applications.
Pejman [0:32:19]: Some are happy to just do a process improvement, you know, interacting with the chat bots and some are kind of in the middle.
Pejman [0:32:26]: And I think that's okay.
Pejman [0:32:27]: You you gotta cater at all those different skill level.
Pejman [0:32:29]: So That said, the one of the key things that I...
Pejman [0:32:32]: We were really taken with is branding and tone for us.
Pejman [0:32:36]: That was a big challenge of, over a dozen dozen and a half content generators on the team from product marketing through content marketing.
Pejman [0:32:44]: So we have a number of writers.
Pejman [0:32:46]: Everybody has a different tone.
Pejman [0:32:47]: Everybody has a different voice.
Pejman [0:32:48]: Till we started...
Pejman [0:32:49]: We've seen the divergence away from our brand to tone voice.
Pejman [0:32:53]: So this is a tremendous amount of manual review that was happening.
Pejman [0:32:57]: Now we can incorporate our branding guide directly into an application.
Pejman [0:33:03]: So if I take a blog post that we just did recently, ironically on Ai security and I wanna to go rank this.
Pejman [0:33:09]: I can just drop this, Url in here.
Pejman [0:33:12]: It'll score it for me.
Pejman [0:33:13]: It'll automatically rewrite it for me if I so so desire.
Pejman [0:33:16]: It can it can give me just recommended changes or so combination two so here.
Pejman [0:33:23]: I'll have it go give me a scorecard and the tracked changes that it's gonna make.
Pejman [0:33:27]: So...
Pejman [0:33:28]: But the beauty of this is, again, this would be a very manual process requiring one or two levels of review against a...
Pejman [0:33:36]: I'm sure you guys have companies as well a very dense, branding and guideline document, ours is about forty k long.
Pejman [0:33:44]: And that takes something that would be hours that if we're going into launches or our major releases these sort of activity stack up as you expect.
Pejman [0:33:53]: And here you can see in just a few seconds, it's gone out.
Pejman [0:33:56]: It's giving me an overall score, and it's outlining the dimensions.
Pejman [0:33:59]: So here it's it's saying for the voice characteristics.
Pejman [0:34:01]: It's talking about, the parameters and the rubric that we set for voice against arch type alignment, audience, language patterns and so on.
Pejman [0:34:10]: And it's giving the recommended changes or I can opt to go with with something that's just done for me automatically depending on level, but this gives me that human and the loo ability to review and fine as well as understand what's what's changing.
Pejman [0:34:23]: Another area that I wanna showcase this effect.
Pejman [0:34:25]: The, I believe, my, team member that built this little tool is on on the live session list today was good job
Dave [0:34:34]: like at I he navigated around that.
Dave [0:34:36]: Did not say webinar.
Dave [0:34:37]: I caught that little delicate side stuff.
Pejman [0:34:40]: I had to dance a little bit there, dave, but when we got through it, We got through it So, you know, when we we give major our announcements or messaging changes, We wanna go and make sure that we're adapting our backlog to and looking for gaps in our backlog of documents.
Pejman [0:34:51]: There's hundreds of documents that that we have to update, pulling these...
Pejman [0:34:55]: Doing this in a in a chatbot is un.
Pejman [0:34:58]: There's document limits and caps, pulling this into notebook l.
Pejman [0:35:01]: We can create a very simple He's he's loaded all the documents in there via Url.
Pejman [0:35:06]: He's able to execute the prompt that it gives them a nice mapped out Google sheet that lays out which documents need updating and gives them the option to automatically update those documents as needed.
Pejman [0:35:17]: Again, taking weeks of work and turning that into your minutes.
Pejman [0:35:21]: So there are fantastic opportunities for optimizing.
Pejman [0:35:25]: But for us, it really started year into determining where we could get the biggest bang for our buck from an Roi standpoint.
Dave [0:35:32]: What does all this mean?
Dave [0:35:33]: Your CMO in this world?
Dave [0:35:34]: You seen a bunch of stuff here.
Dave [0:35:36]: Where's is marketing going?
Dave [0:35:37]: What does this mean?
Dave [0:35:38]: Your short answer to that question.
Dave [0:35:40]: How are you rethinking things Does it mean for the future?
Pejman [0:35:43]: Without overs understanding the cloud?
Pejman [0:35:44]: This is one of the biggest changes I've seen in tech period.
Pejman [0:35:48]: And my directive to my team.
Pejman [0:35:51]: It's not just, like, hey, let's embrace Ai for the benefit of Menlo security.
Pejman [0:35:56]: This is a re of your your own personal marketing capabilities.
Pejman [0:36:02]: This changes the game for us and how we think about the different disciplines within marketing moving forward.
Pejman [0:36:08]: So, you know, one thing I know for sure is, this will not eliminate the creativity and the skill that marco bring to the table, but it does force us to kinda adapt to this.
Pejman [0:36:18]: Those that that resist these sorts of tools, which I think that's eroding very quickly, are the ones that will get left behind it.
Pejman [0:36:25]: The ones that embrace it are the ones poised for continued success greatness in market.
Pejman [0:36:30]: Love it.
Dave [0:36:31]: Great job great session there.
Dave [0:36:32]: People will get this slide after.
Dave [0:36:33]: Alright.
Dave [0:36:33]: Let's bring up, Kevin.
Speaker_6 [0:36:35]: Yeah.
Speaker_6 [0:36:35]: So I am gonna be a little bit more of that watching the toddler I walk across the room.
Speaker_6 [0:36:39]: I joined Comp in late twenty twenty five and was managing a much smaller team than I had in the past, but we really needed to produce at a high level, and that's expected by our sponsors.
Speaker_6 [0:36:50]: I know everyone's always heard the do more with less...
Speaker_6 [0:36:54]: Really for us has become a forcing function.
Speaker_6 [0:36:56]: Right?
Speaker_6 [0:36:57]: And Ai is what we see as being able to kind of make a small but mighty.
Speaker_6 [0:37:02]: But as we kind of looked at what we wanna to do, we didn't wanna over complicate things.
Speaker_6 [0:37:07]: We wanted to kind of make one bet and lean in, not just add a bunch of tools and really focus on kind of changing our culture and the way we work together.
Speaker_6 [0:37:16]: And with that, we were kind of in the final stretch of our optimize integration.
Speaker_6 [0:37:21]: So we sat down with them to look at some of what Op could actually do on the platform not the hype and everything you kinda hear in the echo chamber, but, like, the real stuff the stuff we could actually use day to day.
Speaker_6 [0:37:33]: And so that's where we decided to make our bet.
Speaker_6 [0:37:36]: And to do that, though, kind of as a culture change.
Speaker_6 [0:37:39]: We kinda need everyone to learn the system together so they could support one another, hold each other accountable and really help each other work through issues.
Speaker_6 [0:37:48]: We are at the very early stages.
Speaker_6 [0:37:51]: Literally, my team ended Op you, like, three weeks ago.
Speaker_6 [0:37:54]: So, you know, I don't have any visual examples which I will admit, I felt kind of bad about coming in, but after watching, everyone keep their cool heads, which was impressive and amazing as they shared their visuals I'm feeling a little bit better about just kinda talking to what we're doing.
Speaker_6 [0:38:10]: So, like, Lily, we were kind of looking at the easy stuff first.
Speaker_6 [0:38:15]: The stuff that would really help individuals help them gain confidence in their skills and also kind of really show the value that Ai can add each individual, so we get that buy in in the organization.
Speaker_6 [0:38:27]: So there's a number of things that we've been working on around as you kind of expect, s emphasizing content, building campaign brief, We've audited our Ai tags for accessibility and used it to help s size our research reports and kind of break that into snack content that goes out to use own emails and social and and help support our sales team.
Speaker_6 [0:38:50]: But one of the ones that I found really interesting is I've been pushing really hard on accelerating the pace of Ab b testing on our site.
Speaker_6 [0:38:59]: And it's really been a struggle for us because as we look at kind of all of the people we need and the resources we need on most of the Ab b tests.
Speaker_6 [0:39:08]: We find that we end up meeting some level of front end dev on most of the tests that really kind of make a difference for us.
Speaker_6 [0:39:15]: And our dev partners are great, but we gotta kinda get time in a Sprint, and and frankly, I just wanna move faster than that.
Speaker_6 [0:39:23]: So, you know, as we were doing this, we said, hey, I wonder if Op could help us solve that process.
Pejman [0:39:29]: Their resistance that, like,
Dave [0:39:30]: did you have to be the one to lead this across the team?
Dave [0:39:32]: Or did you have, like, you got a small team?
Dave [0:39:35]: Was there one person who was, like, anti Ai and didn't wanna do this?
Dave [0:39:38]: How did you make everyone or bring everyone to get here?
Speaker_6 [0:39:41]: Yeah.
Speaker_6 [0:39:41]: I think, you know, to be honest, we just made it a bit of a mandate.
Speaker_6 [0:39:44]: When we were looking to do Op University.
Speaker_6 [0:39:47]: We identified super users on the team, so people that I went to and basically said, hey, you're gonna be the lead on the team.
Speaker_6 [0:39:55]: You're gonna be the person that really helps on each individual functional area to make sure you're up to speed on what's going on.
Speaker_6 [0:40:02]: You're the person that people can go to with questions.
Speaker_6 [0:40:05]: You're sharing what's working with you and kind of creating that culture of learning.
Speaker_6 [0:40:09]: And what we also did is we said it's not just us.
Speaker_6 [0:40:12]: Right?
Speaker_6 [0:40:13]: Even though marketing is leading the, you know, the work that we're doing, I've had Rev ops also go in and take training and sit in on this.
Speaker_6 [0:40:22]: We've had people on our development, team doing the same thing because I need to make sure that as we implement and as we try to get the technology, you know, our tech stack matched up with what we're trying to do, I need buy in and understanding from each of those people across those other teams as well.
Speaker_6 [0:40:38]: So you know, it's a marketing led effort, but it's not chest marketing.
Speaker_6 [0:40:41]: Does that make sense?
Speaker_6 [0:40:42]: Totally.
Dave [0:40:43]: Okay.
Dave [0:40:43]: Look, we've so much action that Chad I wanna bring everybody Else.
Dave [0:40:46]: Can you throw everybody back up on stage real quick.
Dave [0:40:49]: We're just gonna get to Q and A while everyone's here?
Dave [0:40:51]: Because it's useful.
Dave [0:40:52]: This question is a chat from Ak.
Dave [0:40:54]: What's resonating more with your counterparts these days optimizing marketing spend using Ai or shipping things faster because of Ai.
Dave [0:41:02]: So are you doing more to optimize spend with things like Seo and Aa or more doing more creative stuff and creating that new things.
Dave [0:41:08]: Anybody have an opinion on that?
Dave [0:41:10]: Yeah.
Dave [0:41:10]: I think that's that's
Pejman [0:41:11]: a really good question.
Pejman [0:41:12]: On two fronts, I've been careful with my team to not make Ai a means of explicit cost savings.
Pejman [0:41:20]: That this is about efficiency.
Pejman [0:41:23]: This is about agility.
Pejman [0:41:24]: This is about expanding into areas that we been meaning to always get into, but just haven't able to make the time to do so.
Pejman [0:41:31]: And this is opening the for us, and that's the approach we've taken and I think that that's one puts people's mind entities with what's happening at the macro level in the market with with Ai at too.
Pejman [0:41:41]: It is so much more fun to be able to do the things that you've been wanting to do instead of doing equal in a long division all day.
Pejman [0:41:48]: You know what I mean?
Pejman [0:41:48]: Like, that's...
Pejman [0:41:49]: I think that's really appreciated by the team.
Tara [0:41:51]: Yeah.
Tara [0:41:51]: I'll jump on to that in terms of, like, I've always been a a big believer in in intent, right, data and meeting people where they are in their journey and so forth and account based marketing, and I've never felt, like, we've actually had the content operations or to be able to scale content creation to actually do Ab at scale.
Tara [0:42:08]: And now think, Ai absolutely changes that game.
Tara [0:42:11]: And I think our expectations as consumers are, like, our expectations is that you're gonna be super relevant all the time now or Else I'll it's just gonna be ignored.
Tara [0:42:20]: So I think it's an exciting time.
Tara [0:42:21]: So I think we've never been able to do the things we've actually dreamed of doing and now I think we'll be able to.
Dave [0:42:26]: I was on a call yesterday, and this person showed me this was with cloud code.
Dave [0:42:31]: Doing a full Seo audit, finding keywords to rank for instantly volume target cost, whatever, which has taken agencies, you know, weeks in the past months in the past, and then you just get a a spreadsheet with stuff.
Dave [0:42:44]: Not only giving them that, but then also saying, okay.
Dave [0:42:47]: Great.
Dave [0:42:47]: Now that we have this keyword analysis go and create a hundred landing page, this was, like, to basically create a hundred different versions of of templates across our site to be used as the lead magnet for search.
Dave [0:42:56]: And he generated hundred variations of these pages in in minutes and could have deployed them if we weren't on the call and those are the things are like, man.
Dave [0:43:05]: How do you train...
Dave [0:43:05]: You you literally have to retrain your brain around solving some of these problems now when they when they come in.
Dave [0:43:10]: Right?
Dave [0:43:10]: It's just like a totally different way of working.
Dave [0:43:12]: Another question that came in is, are you tracking different metrics now because you have Ai agents and workflows?
Dave [0:43:18]: Like, have your Kpis and how you talk about marketing changed?
Julia [0:43:22]: I personally wouldn't say they've necessarily changed.
Julia [0:43:24]: We just have much speedy, quicker access to those same Kpis and we're now reporting out on them so much more frequently.
Julia [0:43:31]: And then in terms of our actual...
Julia [0:43:33]: We not...
Julia [0:43:33]: Well, the one new Kpis we have is open adoption.
Julia [0:43:36]: And actually...
Julia [0:43:38]: And just Ai adoption in general, and that's like a major Kpi for us now too.
Dave [0:43:44]: That's for your for your product.
Julia [0:43:46]: Specific marketing team.
Julia [0:43:47]: Yeah.
Dave [0:43:48]: Maybe this is a question for Tara lily package, ish.
Dave [0:43:52]: Are you making any different marketing budget decisions because of Ai and Ai tooling?
Lily [0:43:58]: I'm thinking about budget for Ai, and I'm thinking about what tools I don't need anymore.
Lily [0:44:06]: I'm not...
Lily [0:44:06]: Thinking about changes to, for example, our advertising or events budget.
Lily [0:44:10]: I'm just thinking differently about how we spend our software budget.
Lily [0:44:15]: I want more budget towards credits across platforms and less budget towards traditional tools that feel all outdated.
Pejman [0:44:24]: Yeah.
Pejman [0:44:24]: I I echo literally sentiment there.
Pejman [0:44:26]: We're evaluating kinda of the installed tech tech that we have today against what still holds water given how our workflows are evolving.
Pejman [0:44:35]: And we are churning out some of the more data tools and reapply that budget towards either tokens or Ai forward applications that are replacing some of the legacy ones.
Pejman [0:44:47]: Then I say I afford on an Ai
Dave [0:44:49]: Ai peeled.
Dave [0:44:49]: There we go.
Dave [0:44:50]: That's a good way to put a pin.
Dave [0:44:51]: Okay.
Dave [0:44:51]: We're gonna wrap.
Dave [0:44:52]: We're gonna close right on time.
Dave [0:44:54]: Thank you for everybody.
Dave [0:44:54]: Quick shout out to Tara and Julia and Lily and Kevin and Page out there at home.
Dave [0:44:59]: We'll send out the recording.
Dave [0:45:00]: We could probably link to everybody's Linkedin.
Dave [0:45:02]: Also so I know a bunch of you wanna connect and maybe ask some follow ups questions.
Dave [0:45:05]: This is great.
Dave [0:45:07]: I got a bunch of ideas and and knows from this session.
Dave [0:45:09]: We'll see you on the next Exit Five live session.
Dave [0:45:12]: Thank you to the team at optimize for presenting this session and being a part of everything we're doing right now at Exit Five and here's some more Ai adoption and who knows what's gonna happen in two weeks from now when we do the next
Dave [0:45:22]: one of these, but I'll be there.
Dave [0:45:23]: I'll see you soon.
Dave [0:45:24]: Okay?
Dave [0:45:24]: Bye.
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