From 0 to AI Hero: Cutting-Edge Tactics with guest Nicole Leffer

In the debut episode of the FutureCraft Marketing Podcast, hosts Ken Roden and Erin Mills will kick off the discussion about the intersection of AI and marketing. They discuss their experiences using AI in their everyday lives and how it has transformed their marketing strategies. Ken and Erin talk about practical insights and tips for marketers looking to leverage AI. The episode features a special guest, Nicole Leffer, a pioneer in AI and marketing, who shares her journey into AI and marketing, the future impact of AI on marketing strategies, and advice for marketers hesitant about AI. The hosts also review the AI research tool, Perplexity AI, and its potential applications for marketers.

and Content Creation

02:13 AI's Role in Marketing and Personalization 03:22 The Genesis of the Podcast 05:38 Special Guest: Nicole Leffer on AI and Marketing 08:14 The Future Impact of AI on Marketing 12:13 Key Focus Areas for Marketers Using AI 13:41 Enhancing Creativity and Productivity with AI 17:32 The Evolving Role of Marketing Professionals in the AI Era 20:44 Mastering ChatGPT for Advanced Tool Integration 23:24 Elevating LinkedIn Posts with AI Automation 26:02 Anticipating the Next Big Thing in AI Technology 29:08 Quick-Fire AI Tips and Tools for Marketers 34:29 Exploring Perplexity AI as a Research Tool 37:50 Reflecting on the First Episode and Future Directions About our Guest:

Nicole Leffer is a trailblazer in the AI in marketing world. She is renowned for her expertise in integrating general AI technology and helping B2B marketing teams get better, faster, and smarter through her training and insights. She has seen great success as a marketing leader, leveraging AI in her team, and as an early adopter of generative AI. Nicole is dedicated to training marketing leaders and teams on how to harness the power of AI effectively, from content marketing to demand gen and social media. She founded Nicole Leffer Consulting and offers online courses for marketers looking to enhance their AI skills.

Notable Quotes:

• "Don't assume it's psychic. You gotta tell it what you want, how you want it, whatever context it needs, like clearly communicate what you want. It doesn't know if you don't tell it." - Nicole Leffer
• "The role is going to evolve to be the person controlling AI. You are the director of what the AI system does. You're the one with this institutional knowledge and the human perspective." - Nicole Leffer

Resources:

• Nicole Leffer's LinkedIn: Nicole Leffer
• Nicole Leffer's website: Nicole Leffer Consulting
• “You Are” GPT
• Perplexity AI: Perplexity AI

To listen to the full episode and gain more insights into the future of AI in marketing, tune in to the FutureCraft Marketing Podcast. Stay tuned for more episodes featuring industry pioneers and practical tips for leveraging AI in your marketing career.

Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.

Music: Far Away - MK2

 

Episode Transcript

(00:19):
Thanks for tuning in to the future craft marketing podcast.
Let's get it started.
Hey there.
Welcome to the FutureCraft marketing podcast, where we're exploring how AI is changing all things from brand to demand. 8 00:00:36,119.999 --> 00:00:39,130 I'm Ken Roden, one of your guides on this exciting new journey.

(00:39):
.999And I'm Erin Mills, your other co host and together we're here to unpack the future of AI and marketing. 10 00:00:46,69.999 --> 00:00:52,950 We're going to share some insights, test the latest technology, interview industry pioneers and talk to folks doing really cool things.
So Ken, what is something cool you've done with AI? Yeah, I feel like I'm using AI for all parts of my life just to live.

(01:00):
.9995One thing, especially interesting was the weather here has just been horrible. 13 00:01:04,689.9995 --> 00:01:18,310 It's rainy and cold So I asked ChatGPT to recommend some places to go visit in warm areas and I asked for hotel recommendations, gyms that might be good to go to as well as some great restaurants.
And I had it spin up some options for me, produce some links.

(01:22):
And then it made an email that I could send to my boyfriend and say Hey, do you want to do this? And now we're going to Florida.
awesome.
It's like your personal travel concierge.
.912I think that's going to be interesting even getting people to go to trade shows, I'm curious when you were asking it to plan your trip did you give it a budget? What were some of the parameters I definitely gave it a budget and I asked it to also consider direct flights just because it's a quick weekend trip. 19 00:01:46,768.911 --> 00:01:48,748.911 And I was really impressed because. 20 00:01:48,848.911 --> 00:01:59,278.81 Sometimes it would actually give me suggestions that I wouldn't have even thought of a places, right? We all know Miami and Tampa, but it gave me some really cool coastal areas as well that I never would have thought of. 21 00:01:59,278.811 --> 00:02:03,598.811 And now we're going to one of them and, I totally think that you'll see. 22 00:02:03,698.811 --> 00:02:09,488.811 Organizations have a whole bunch of proposals built by AI to get approval to go on trips. 23 00:02:09,688.811 --> 00:02:13,148.811 And maybe even have a little vacation baked into that as well. 24 00:02:13,308.811 --> 00:02:39,538.81 How are you using AI as part of your life? anytime I start something, can AI help be a thought partner or can I be a little bit more efficient? And being able to take that thought and put it into action has helped me develop way more use cases one thing that has been pretty cool is taking LinkedIn profiles of ICPs and downloading them and then uploading them into ChatGPT and creating persona frameworks. 25 00:02:39,638.81 --> 00:02:52,808.806 What is super cool about this is it synthesizes the data and finds the commonalities and helps you to decide, what are the behaviors of these people? it's another data point And so I've been excited and pleased so far yeah, that's really interesting. 26 00:02:52,818.805 --> 00:02:58,368.806 Do you think it could replace, a big amount of time that you might spend investing in? Building buyer personas. 27 00:02:58,468.806 --> 00:02:59,408.806 I think so. 28 00:02:59,458.806 --> 00:03:02,558.806 It gives you that much more information to work from. 29 00:03:02,588.806 --> 00:03:05,838.806 And so there's an opportunity use traditional methods. 30 00:03:05,838.806 --> 00:03:06,988.805 And those are great. 31 00:03:07,88.805 --> 00:03:15,647.898 I think there's, a way to augment what we're doing as marketers and bring in that additional layer of intelligence why not use the best of both worlds. 32 00:03:15,747.898 --> 00:03:16,157.898 Yeah. 33 00:03:16,257.898 --> 00:03:22,577.898 I think that's a great idea and it's something I might actually try in my day to day because I work a ton in buyer personas. 34 00:03:22,677.898 --> 00:03:25,717.897 It's probably good for us to take a step back for the audience. 35 00:03:25,817.897 --> 00:03:37,445.2665 Why did we decide to do this podcast in the first place? We're fascinated by AI I think the industry is changing so fast and there's such an opportunity for us to get better, faster, and smarter. 36 00:03:37,595.2665 --> 00:03:46,365.83317574 Especially with generative AI, because, we've all been using AI for a while in sort of the background, but now really bringing it to the forefront and having much more control at our fingertips. 37 00:03:46,415.83317574 --> 00:03:55,870.34817574 how do we make it accessible for everybody, how do we make sure that we're able to leverage AI to make ourselves a little bit better in how and what we do Also cut through the noise because there's so much out there today. 38 00:03:56,60.34817574 --> 00:03:58,910.34817574 Ken, what are you thinking? Yeah, I agree with everything you're saying. 39 00:03:58,960.34817574 --> 00:04:12,380.34817574 We are finally putting the pieces together because we both feel really passionately about readying you all to leverage AI as part of your marketing career, we're learning and we want to learn together with the community. 40 00:04:12,480.34817574 --> 00:04:14,210.34767574 And so I'm energized by that. 41 00:04:14,250.34767574 --> 00:04:24,850.34767574 I want marketers to be the leaders at an organization who are using generative AI in particular to define the trajectory of AI at their company and maybe in their industry. 42 00:04:24,950.34767574 --> 00:04:35,640.34667574 And I want to make sure that individuals feel skilled and ready, prepared to talk to their bosses and be able to apply it and have it be a bit of a differentiator for them as a person. 43 00:04:35,740.34667574 --> 00:04:40,680.34667574 And something to point out for the audience is, this podcast isn't gonna be like theory. 44 00:04:40,680.34667574 --> 00:04:42,580.34667574 We're not gonna be talking like aspirational. 45 00:04:42,680.34667574 --> 00:04:49,630.34717574 we'll talk about some of big ideas, right? Because we're still figuring stuff out, but we'll talk about practical application and get real tips and tricks. 46 00:04:49,730.34717574 --> 00:04:55,400.34717574 Tricks on what Erin and I are seeing working, but also what our guests are doing. 47 00:04:55,570.34717574 --> 00:04:59,430.34717574 And I think we have got a great lineup of guests this first season. 48 00:04:59,530.34717574 --> 00:05:07,681.30017574 Erin, who do we have up first? Can you remind me? Nicole Leffer is coming on to the show If you guys haven't checked out her website, it is a phenomenal resource. 49 00:05:07,781.30017574 --> 00:05:12,511.30017574 Whether you're getting started or even if you're, well along in your AI in marketing journey. 50 00:05:12,511.30017574 --> 00:05:15,558.33017574 just a great resource for folks that trying to get better. 51 00:05:15,658.33017574 --> 00:05:16,8.33017574 Yeah. 52 00:05:16,58.33017574 --> 00:05:24,958.32817574 She very much has practical knowledge as well as some big ideas that I think she's going to talk to us about and on the other segment that we've got today. 53 00:05:25,58.32817574 --> 00:05:28,258.32817574 We're going to do a deep dive into a AI product. 54 00:05:28,258.32817574 --> 00:05:33,38.32817574 So this week we're going to be covering perplexity AI and seeing how it stacks up. 55 00:05:33,138.32817574 --> 00:05:43,198.32817574 Do we like it? And do we think it's going to be useful for you in your day to day? So we'll be back today, we're thrilled to have Nicole Leffer join us on the FutureCraft Marketing Podcast. 56 00:05:43,298.32817574 --> 00:05:54,378.32917574 Nicole's a trailblazer in the AI and marketing world, renowned for her expertise in integrating Generative AI technology and helping B2B marketing teams get better, faster, and smarter through her trainings and insights. 57 00:05:54,478.32917574 --> 00:06:09,258.33017574 After seeing great success as a marketing leader, leveraging AI in her own team, and as an early adopter of generative AI, Nicole saw an opportunity to help other marketers and has dedicated her efforts to training marketing leaders and teams on how to harness the power of AI effectively. 58 00:06:09,358.33017574 --> 00:06:19,388.32917574 From content marketing to demand gen and social media, Nicole trains professionals with the skills and strategy needed to integrate tools like ChatGPT to Seamlessly into their workflows. 59 00:06:19,488.32917574 --> 00:06:21,738.32917574 Nicole, we're super happy to have you on the show. 60 00:06:21,838.32917574 --> 00:06:25,368.32917574 I learn something new every time I engage with you or your content. 61 00:06:25,378.32917574 --> 00:06:29,268.32817574 And I can't wait for our listeners to hear some of your great strategies and advice you have for us today. 62 00:06:29,348.32817574 --> 00:06:30,548.32817574 Thank you so much for having me. 63 00:06:30,548.32817574 --> 00:06:32,128.32817574 I'm super excited to be here. 64 00:06:32,128.32817574 --> 00:06:32,368.32817574 Awesome. 65 00:06:32,378.32817574 --> 00:06:33,278.32817574 Let's get into it. 66 00:06:33,288.32817574 --> 00:06:40,428.32717574 To kick things off, could you share a bit about your journey into AI and marketing and really what sparked your interest to become an early adopter? Yeah. 67 00:06:40,478.32717574 --> 00:06:50,478.32717574 I had just started a new role as a head of marketing at a B2B SaaS company, and I think it was a Facebook ad popped up for an AI tool. 68 00:06:50,478.32717574 --> 00:06:53,78.32717574 I'm really wanting to make a great first impression. 69 00:06:53,128.32717574 --> 00:06:57,938.32717574 I clicked on it and I did a free trial and I was like, this is so cool. 70 00:06:58,78.32717574 --> 00:06:59,908.32717574 so I did a demo with them. 71 00:06:59,938.32817574 --> 00:07:02,208.32817574 I was like, we are bringing this on for our team. 72 00:07:02,228.32717574 --> 00:07:04,308.32717574 So I brought on the tool. 73 00:07:04,408.32717574 --> 00:07:05,898.32717574 I started using it every day. 74 00:07:05,898.32717574 --> 00:07:08,828.32717574 My team started using it every day it was so fun. 75 00:07:08,928.32717574 --> 00:07:11,88.32717574 And you got to remember there's pre ChatGPT. 76 00:07:11,108.32717574 --> 00:07:15,448.32717574 So we were not used to this idea of the magic that happened with this at all. 77 00:07:15,448.32717574 --> 00:07:19,128.32717574 I felt like I was in on some crazy secret that nobody knew about. 78 00:07:19,228.32717574 --> 00:07:28,908.32667574 And when I went separate ways from that company about a year later I just was I want to learn as much about this technology as I can while I'm looking for something new. 79 00:07:28,908.32667574 --> 00:07:30,278.32717574 I knew how powerful it was. 80 00:07:30,278.42717574 --> 00:07:34,98.42617574 Obviously this is going to be a differentiator for me and the job market. 81 00:07:34,198.42617574 --> 00:07:35,268.32617574 It was a little early. 82 00:07:35,308.32617574 --> 00:07:40,188.32617574 I got glazed over looks when I was trying to tell people about this in job interviews and stuff. 83 00:07:40,288.32617574 --> 00:07:51,648.32567574 And then ChatGPT came out and, suddenly everybody was talking about it and I was on ChatGPT in the first couple of days, cause I was so deep into this and I was sharing all of this in a CMO community I'm a part of. 84 00:07:51,698.32567574 --> 00:07:58,158.32667574 And CMOs, once they started hearing about ChatGPT, all the crickets got really loud and they were like, Hey. 85 00:07:58,258.32667574 --> 00:08:00,288.32667574 Nicole, you know something about this. 86 00:08:00,298.32667574 --> 00:08:11,728.32667574 Would you maybe come tell our team how to use this stuff? So I ended up just full time going into working with marketing teams, working with CMOs and marketing teams to train them on how to use this technology. 87 00:08:11,808.32667574 --> 00:08:13,928.32667574 And I came out with my first course. 88 00:08:13,988.32667574 --> 00:08:14,408.32667574 Yeah. 89 00:08:14,478.32667574 --> 00:08:22,388.32767574 It seems like we're very much still in the early days of AI, especially for our industry and focus. 90 00:08:22,388.32767574 --> 00:08:28,868.32767574 So how do you think that AI is going to impact our marketing strategies and marketing overall in the coming years. 91 00:08:28,968.32767574 --> 00:08:32,778.32767574 Oh, if we're talking years, I don't even think we can comprehend what's coming. 92 00:08:32,878.32767574 --> 00:08:37,498.32767574 If you wanna say the next few weeks, like I could probably predict it, but years, oh my gosh. 93 00:08:37,598.32767574 --> 00:08:48,953.32767574 If you already know how to use, if you know how to use this tech where it is right now, you can already be building out strategies with it and make such a huge difference in every single thing you're doing. 94 00:08:49,53.32767574 --> 00:08:54,783.32767574 I don't think we can even begin to comprehend the level of impact it's gonna have in marketing. 95 00:08:54,883.32767574 --> 00:09:03,853.32767574 In the next, two to three years, as far as once more and more companies adopt it, and the models evolve because they're evolving so fast. 96 00:09:03,863.32767574 --> 00:09:07,493.32767574 It's faster than any technology we've ever experienced in our lives. 97 00:09:07,593.32767574 --> 00:09:10,673.32767574 I say marketers need to learn this stuff inside out. 98 00:09:10,683.32767574 --> 00:09:18,73.32867574 So you are the person that is controlling the AI because as many people on marketing teams, once this technology starts evolving a bit more. 99 00:09:18,173.32867574 --> 00:09:20,43.32867574 Yeah, I think that we completely agree. 100 00:09:20,53.32867574 --> 00:09:24,143.32867574 It's kind of time to get on this boat because it's already going right. 101 00:09:24,243.32867574 --> 00:09:24,443.32867574 Yeah. 102 00:09:24,643.32867574 --> 00:09:30,983.32767574 But there definitely are some people who are maybe a little hesitant to actually invest and implement. 103 00:09:31,103.32867574 --> 00:09:41,818.32867574 What advice would you give to a marketing leader who maybe hasn't gotten on the boat yet? Do you remember all those brick and mortar stores? That weren't going to get e commerce websites. 104 00:09:41,828.32867574 --> 00:09:42,48.32867574 Yes. 105 00:09:42,148.32867574 --> 00:09:42,988.32867574 That's my advice. 106 00:09:43,88.32867574 --> 00:09:50,738.32867574 But do you remember, like I'm old enough to remember all of the physical stores that were like, I'm not doing that website thing. 107 00:09:50,928.32967574 --> 00:09:51,368.32967574 Yeah. 108 00:09:51,468.32967574 --> 00:09:55,458.32867574 How many that refused to even get a website? still exist. 109 00:09:55,578.32867574 --> 00:09:58,938.32867574 And we're in the same situation, except for that. 110 00:09:58,938.32867574 --> 00:10:00,278.32867574 It's so much faster. 111 00:10:00,378.32867574 --> 00:10:06,418.32767574 I'm old enough to remember people who didn't want to learn how to use Google search or use email. 112 00:10:06,438.32867574 --> 00:10:08,488.32867574 Those people did not keep jobs. 113 00:10:08,538.32767574 --> 00:10:09,498.32867574 And this is the same. 114 00:10:09,663.32867574 --> 00:10:09,893.32867574 thing. 115 00:10:09,893.32867574 --> 00:10:11,33.32867574 This is not optional. 116 00:10:11,53.32867574 --> 00:10:15,243.32867574 Unfortunately this isn't a nice to have thing that you're going to do. 117 00:10:15,253.32867574 --> 00:10:23,863.32867574 This is going to become table stakes expectation, like using the internet, like using email, like buying things online. 118 00:10:23,923.32867574 --> 00:10:36,963.22867574 It's, if you don't do it, you are going to be considered antiquated and you or your company will no longer be there because of it, and that's, I hate to be like that direct about it, but I think people need to hear it. 119 00:10:37,163.22867574 --> 00:10:38,83.22867574 I think you're spot on. 120 00:10:38,103.22967574 --> 00:10:41,463.23167574 One thing that I always, think about is Blockbuster, not. 121 00:10:41,563.23167574 --> 00:10:43,93.23167574 Considering Netflix competition. 122 00:10:43,193.23167574 --> 00:10:52,253.23167574 And I think it's really hard if you're doing something you've been doing for years and say Oh, there's a different or better way or just a completely different approach to it. 123 00:10:52,353.23167574 --> 00:10:54,943.23167574 That you need to consider to say Oh yeah, we should do it. 124 00:10:55,143.23167574 --> 00:10:59,383.13167574 I find that there are marketers who are into it, but other parts of the organization aren't. 125 00:10:59,483.23167574 --> 00:11:37,193.22967574 So what advice would you give to someone who's trying to lead the way for their company when their company might not be, on board yet? Yeah, so the first thing I would say is do your research on the security piece because a lot of the I'm not comfortable with it from companies is fear around how is my data secure? how are we protecting our data? And so if you want to make a proposal, know, what you are proposing on why the tool that you are saying you want to bring on and start using is safe for the company have laid out how you're going to have a human in the loop and what that human is going to do to check the A. 126 00:11:37,193.22967574 --> 00:11:37,373.22967574 I. 127 00:11:37,403.22967574 --> 00:11:41,798.13067574 Outputs find out what are they afraid of and have a plan that it. 128 00:11:41,988.23067574 --> 00:11:49,678.23067574 Addresses those fears because I can tell you some of the biggest companies in the world that are very risk averse are using this technology. 129 00:11:49,678.23067574 --> 00:11:51,858.23067574 They have found ways to address those fears. 130 00:11:51,958.23067574 --> 00:11:52,608.23167574 At this point. 131 00:11:52,708.23167574 --> 00:11:55,298.23167574 There are tools that do not train on your data. 132 00:11:55,488.23167574 --> 00:11:56,328.23167574 There is security. 133 00:11:56,328.23167574 --> 00:12:02,768.23167574 There are processes you can put in place to have those human checks to have the policies around it. 134 00:12:02,868.23167574 --> 00:12:12,38.23017574 So if you really want to get your organization on board and they're resistant from that, like structural, I would come and present them the solution that addresses their objections. 135 00:12:12,38.23017574 --> 00:12:13,108.23017574 I think that's great advice. 136 00:12:13,288.23017574 --> 00:12:24,678.22917574 Let's say, your organization's on board what are some key areas that you think marketers should be focusing on today? I would be focusing on learning how to communicate with AI tools above everything. 137 00:12:24,778.22917574 --> 00:12:31,158.23017574 Because once you understand how to communicate with the tool, you can use it for almost anything that you are doing. 138 00:12:31,158.23017574 --> 00:12:33,178.23017574 So right now, learning the foundationals. 139 00:12:33,193.23017574 --> 00:12:33,783.23017574 skills. 140 00:12:33,973.23017574 --> 00:12:43,343.23017574 How do I talk to this technology? What is it capable of? How can I get it to do what I want it to do? That would be my number one advice of what all marketers should be doing. 141 00:12:43,343.23017574 --> 00:12:49,433.22917574 Because once you understand that it's like a magic wand that can work with you on literally anything. 142 00:12:49,533.22917574 --> 00:12:54,393.22917574 But if you're like, I have to have a specific use case, this is where my brain works. 143 00:12:54,393.22917574 --> 00:12:56,433.22917574 I have to know, tell me what to do. 144 00:12:56,533.22917574 --> 00:13:19,233.22817574 I think a really good entry point is understanding how to repurpose content and use something that you have already created, whether that is an ebook, a blog post, a transcript of a webinar, just something that exists already, how to take that And spin it into other content because that is using your own ideas. 145 00:13:19,243.22817574 --> 00:13:21,723.22817574 So you're not getting that stale, boring content. 146 00:13:21,733.22817574 --> 00:13:26,503.22917574 You're getting stuff that is your own thinking, your own ideas, and turning that into content. 147 00:13:26,523.22917574 --> 00:13:34,443.22917574 It's much easier to get it to come up with what you really want it to when you're giving it an input that has all of that already built into it. 148 00:13:34,503.22917574 --> 00:13:41,303.22917574 Yeah I think it's so interesting today because I think a lot of marketers are also getting the pressure around enhancing productivity. 149 00:13:41,403.22917574 --> 00:13:48,193.22917574 I would love your perspective on, how do you enhance productivity and creativity into your campaigns? Obviously AI makes you more productive. 150 00:13:48,193.22917574 --> 00:13:50,733.22917574 I think everybody knows that piece of it. 151 00:13:50,833.22917574 --> 00:14:01,23.22817574 I think a lot of people think you're trading off productivity for quality, but the reality is actually, if you know how to use AI, it's also going to improve quality while it improves your productivity. 152 00:14:01,123.22817574 --> 00:14:15,833.22717574 Now, creativity is a little bit interesting because AI right now, where it isn't necessarily, inherently going to come up with the most creative ideas in the world, unless you start prompting it in a way that inspires some of that creativity. 153 00:14:15,933.22717574 --> 00:14:22,703.22767574 So you're going to have to be creative if you want the AI to be creative, and you want to use it like a brainstorming thought partner. 154 00:14:22,703.22767574 --> 00:14:30,623.22767574 So you're not asking it to straight up come up with the new light bulb idea, but maybe to inspire your own new light bulb idea. 155 00:14:30,723.22767574 --> 00:14:39,353.22767574 So one of the things I love doing is you give it all the context of what you're brainstorming around and tell it's a time traveler from pick a random year. 156 00:14:39,363.22767574 --> 00:14:41,563.22767574 1820 or 1322. 157 00:14:41,613.22867574 --> 00:14:48,263.22717574 You go back and you're a time traveler and marketing from your era but you need to apply it to this modern thing. 158 00:14:48,403.22817574 --> 00:15:06,793.22667574 How are 10 ways we could market this? And see what it, because now you're getting it to be forced to think outside the box, and it, you'll start getting a lot more creative ideas out of it, which you may not remotely want, but it may trigger Oh my gosh, I could do this, and you start getting these creative ideas. 159 00:15:06,893.22667574 --> 00:15:29,43.22467574 I've seen it come up with you could send a carrier pigeon for like to all of the clients it makes it you get out of your patterns of thinking and that helps you come up with new stuff and sometimes it'll trigger it giving a really unique idea that's actually relevant but a lot of times it just helps you be significantly more creative than you ever would have been otherwise Yeah, you heard it here first. 160 00:15:29,73.22467574 --> 00:15:32,103.12467574 Carrier pigeons coming back, just like they're coming back. 161 00:15:32,153.22467574 --> 00:15:36,233.22467574 I have seen some really funny outputs by telling you that it's a time traveler. 162 00:15:36,413.22367574 --> 00:15:45,703.22467574 You can also tell it like it's a marketing expert from and pick some other country that has a very distinctly different culture You're a marketing expert from Japan. 163 00:15:45,713.22467574 --> 00:15:51,273.22467574 You're probably going to get stuff that we're not necessarily used to in the U S as the stuff. 164 00:15:51,273.22467574 --> 00:15:56,443.22567574 So it's a little bit more unique, a little bit more different than maybe what your peers are doing. 165 00:15:56,443.22667574 --> 00:16:06,643.22567574 And you can pick, any country in the world and start brainstorming from that perspective, you, the more creative you get with how you prompt it and ask it to be give it different psychological states. 166 00:16:06,643.22567574 --> 00:16:09,343.22567574 You just ran a marathon and now you're doing this. 167 00:16:09,443.22567574 --> 00:16:13,103.22567574 I'm not going to say consumed things, but you go, you get where I'm going. 168 00:16:13,203.22567574 --> 00:16:17,183.22567574 Funny things can happen if you alter its mental state. 169 00:16:17,283.22567574 --> 00:16:22,93.22517574 There are things that can make the AI a lot more creative when you tell it's in that other environment. 170 00:16:22,93.22517574 --> 00:16:40,893.2241757 I am going to totally try that because I'd be super curious to know what a potential buyer might actually be thinking, maybe after having two quarters of missing revenue targets, and just trying to understand their mindset, so that what marketing strategies could I approach to try to get their attention it's so good. 171 00:16:40,893.2241757 --> 00:16:57,763.2241757 If you give it like all of that persona information and the conversation and the context of the environment and just say you are this and describe your buyer and describe the mental state that they are in and say, we're going to just have a conversation about my product and I want to know what you're thinking and tell it like it is. 172 00:16:57,863.2241757 --> 00:17:00,823.2241757 It has the CIA drug to only tell the truth or whatever. 173 00:17:00,823.2241757 --> 00:17:04,633.2241757 Or you're attached to a polygraph test and you can only tell the truth. 174 00:17:04,633.2241757 --> 00:17:05,973.2241757 I'll know if you're lying. 175 00:17:06,73.2241757 --> 00:17:12,823.2211757 Don't sugarcoat anything and ask it to give you all of that information of what they're thinking. 176 00:17:12,923.2211757 --> 00:17:19,903.2211757 Explicitly make sure it knows not to lie because, people, it's going to behave like a person and a person may not tell you the truth. 177 00:17:19,913.2211757 --> 00:17:22,503.2211757 So give it some reason that it has to tell you the truth. 178 00:17:22,603.2211757 --> 00:17:32,213.2201757 One of the things you brought up earlier was around productivity and how clearly AI is going to help with marketers and their productivity being more efficient. 179 00:17:32,683.2201757 --> 00:18:01,983.2181757 How do you see the role of a marketing professional changing now? With AI, but also what skills should marketers develop to stay relevant? I think you're going to over time be a lot more the person controlling AI more than it has ever been i'm not saying this week but over time the role is going to evolve to be You are the director of what the AI system does You're the one with this institutional knowledge and the human perspective, and not only are you directing it, but you're checking it. 180 00:18:02,113.2181757 --> 00:18:05,873.2181757 You're checking to make sure it's true, it's accurate, it's what we want to be representing to the world. 181 00:18:05,883.2181757 --> 00:18:10,613.2191757 Not to say you'll never have creative inputs and ideas, of course that will still be part of it. 182 00:18:10,713.2191757 --> 00:18:15,133.2191757 But largely you got to know how to orchestrate this with the technology. 183 00:18:15,233.2191757 --> 00:18:18,13.2191757 And then with that, the skills to stay relevant. 184 00:18:18,113.2191757 --> 00:18:21,583.2191757 Number one, hands down is how to communicate with the tools. 185 00:18:21,733.2191757 --> 00:18:27,953.2181757 how to communicate with them and what are they capable of? Now, of course, the what are they capable of is going to continuously evolve. 186 00:18:28,53.2181757 --> 00:18:38,713.2191757 But there are certain things that it's not going to matter how much this technology evolves, understanding how to have a clear conversation with it is always going to matter. 187 00:18:38,873.2191757 --> 00:18:51,93.2201757 your AI, it's never going to be to the point where if you don't give it in some form or fashion, whether it's through the prompt or your settings or whatever, Who is your persona? It's not just going to magically know who you're talking to. 188 00:18:51,213.2201757 --> 00:18:57,963.2201757 I don't think these tools are going to get to that point of being like actual psychics to like, just know the things. 189 00:18:58,63.2201757 --> 00:19:03,443.2191757 So understanding if you'd have to give it to a human, you also have to give it to an AI. 190 00:19:03,483.2191757 --> 00:19:05,683.2201757 It's not going to know without that information. 191 00:19:05,683.2201757 --> 00:19:12,603.2201757 And how does this all work together? Getting that really deep understanding of what goes into getting a good result. 192 00:19:12,703.2201757 --> 00:19:20,643.2201757 And also, What are the types of things we can do? Understanding you can give it an image and it can see and understand just like a person. 193 00:19:20,663.2201757 --> 00:19:29,103.2191757 So you could get conversion rate optimization feedback from the AI, understanding those pieces is the stuff that's going to differentiate you. 194 00:19:29,203.2191757 --> 00:19:33,923.3191757 And Being able to, prompt in a way to get really quality results is going to differentiate you. 195 00:19:33,963.3191757 --> 00:19:43,503.3196757 I think it won't be long before part of, like, where we have projects and stuff as interview processes now, you're gonna get, right now it's oh, don't use AI on your interview project. 196 00:19:43,533.3206757 --> 00:19:55,3.3206757 I think forward thinking CMOs are gonna be like, you're gonna use a paid ChatGPT account, and you're going to send me the copies of your conversations because I wanna see, do you know what you're doing? Use the AI. 197 00:19:55,3.3206757 --> 00:19:56,803.3206757 I want to see where your skill level is. 198 00:19:56,813.3206757 --> 00:19:59,383.3206757 How could you get the AI to do what you wanted? Yeah. 199 00:19:59,423.3206757 --> 00:20:00,773.3206757 I don't think we're that far off from that. 200 00:20:00,873.3206757 --> 00:20:01,103.3206757 Yeah. 201 00:20:01,103.3206757 --> 00:20:10,283.3196757 I think that's totally fitting because if I'm a leader, I'm looking at people who are curious and also who are thinking about productivity and what their outputs are. 202 00:20:10,323.3206757 --> 00:20:14,703.3216757 It brings something up for me where okay, there's so many tools out there right now. 203 00:20:14,803.3216757 --> 00:20:16,193.3206757 And you mentioned image generation. 204 00:20:16,193.3216757 --> 00:20:17,383.3211757 We talked about ChatGPT. 205 00:20:17,483.3211757 --> 00:20:29,233.3211757 What tools do you think marketers should be looking at right now? From where I'm sitting, I think the number one thing you should learn before you worry about any other tools is paid. 206 00:20:29,233.3211757 --> 00:20:30,23.3211757 ChatGPT. 207 00:20:30,43.3211757 --> 00:20:36,243.3211757 Now 'cause and I specify paid because free ChatGPT is a totally different thing than paid ChatGPT. 208 00:20:36,268.3211757 --> 00:20:39,553.3211757 But the vast majority of marketers I talk to have only used a free account. 209 00:20:39,653.3211757 --> 00:20:44,703.3211757 They think they're using AI and they've never used anything but free chat. 210 00:20:44,803.3211757 --> 00:20:46,563.3211757 or free tools that are out there. 211 00:20:46,663.3211757 --> 00:20:48,553.2211757 So the first thing that I would say. 212 00:20:48,653.2211757 --> 00:21:06,433.2211757 Learn how to use a paid ChatGPT account, how to communicate with it, all of the features, all of the functionality, because it is the most evolved single tool it can do the most things and it is where all of these other tools are striving to get to is where that is for the most part. 213 00:21:06,623.2211757 --> 00:21:09,353.2211757 Now, is it perfect? No, it's still baby technology. 214 00:21:09,453.2211757 --> 00:21:11,713.2211757 But it is so much farther ahead. 215 00:21:11,713.2211757 --> 00:21:17,403.2211757 So learning how to use that will teach you the skills to be able to start implementing with tons of other stuff. 216 00:21:17,533.2211757 --> 00:21:21,793.2211757 But also they are ahead of everybody and they're adding more and more features. 217 00:21:21,813.2221757 --> 00:21:24,973.2221757 And they're going to continue most likely to be ahead. 218 00:21:24,973.2221757 --> 00:21:30,653.2211757 I would learn how to use the tool that's the all in one that could do anything you want it to do before anything else. 219 00:21:30,703.2211757 --> 00:21:33,963.2211757 And then you can start stacking in other tools once you've done that. 220 00:21:34,63.2211757 --> 00:21:36,553.2211757 The workflow piece is really interesting to me. 221 00:21:36,653.2211757 --> 00:21:39,953.2211757 I was on a webinar where you were talking about responding to press requests. 222 00:21:40,138.2211757 --> 00:21:41,618.2211757 and automating that workflow. 223 00:21:41,638.2211757 --> 00:21:50,28.2201757 Can you talk a little bit about how you came up with that and more broadly, how you're thinking about automating and scaling? What I am doing is I use Zapier. 224 00:21:50,58.2201757 --> 00:21:52,648.2201757 There's other tools you can use, but I love Zapier. 225 00:21:52,698.2201757 --> 00:21:53,418.2201757 It connects. 226 00:21:53,518.2201757 --> 00:21:58,898.2201757 Any of your tools, right? If you're pretty much maybe not a hundred percent, but it can connect so many different tools. 227 00:21:58,908.2201757 --> 00:22:07,378.2201757 They talk to each other and through Zapier, you can leverage the open AI API, open AI makes ChatGPT. 228 00:22:07,398.2201757 --> 00:22:11,758.2201757 So the same language models, powering ChatGPT, you can access any. 229 00:22:11,923.2201757 --> 00:22:25,203.2221757 In your Zapier automations, so you can actually as part of your Zapier automation, you can have inputs from one place beating as essentially prompts and writing and running prompts that you have put in there, and it's pretty wild. 230 00:22:25,223.2221757 --> 00:22:27,53.2221757 So the automation you're talking about. 231 00:22:27,153.2221757 --> 00:22:41,63.2211757 I have it set up that when an email comes in from Help a Reporter Out, which is they send out press requests, and I never have time to read that stuff, what it will do is it automatically, I just have Gmail set up to apply a label. 232 00:22:41,163.2211757 --> 00:22:55,293.2221757 And that label triggers an automation with Zapier, where GPT 4, reads the email and it has a prompt in it that says this is all the things I'm looking for in a press opportunity that is good. 233 00:22:55,293.2221757 --> 00:22:57,293.2221757 I need you to tell me whether or not this is for me. 234 00:22:57,323.2221757 --> 00:23:01,783.2211757 So it's got all the information about me and its job is to read this input. 235 00:23:01,883.2211757 --> 00:23:03,203.2211757 Tell me if it's good for me. 236 00:23:03,213.2211757 --> 00:23:06,393.2211757 If it says it's not, then it just stops the automation. 237 00:23:06,493.2211757 --> 00:23:15,203.2211757 If it says it is good for me, then it continues and it sends it back to me and labels the email that I need to actually look at it. 238 00:23:15,243.2211757 --> 00:23:24,443.2201757 It puts it back into my inbox This is the stuff that's going to differentiate marketers, right? Companies are going to be like really ecstatic to have you on their team if you can do this. 239 00:23:24,873.2211757 --> 00:23:30,823.2211757 I have others set up to do LinkedIn posts, even though I do sometimes write them with ChatGPT. 240 00:23:30,923.2211757 --> 00:23:36,353.2211757 Usually what I do with an automation is I've built what's called a GPT and ChatGPT. 241 00:23:36,453.2211757 --> 00:23:40,823.2211757 And GPTs can actually connect to third party tools, including Zapier. 242 00:23:40,833.2211757 --> 00:23:42,773.2211757 So you can actually attach them. 243 00:23:42,873.2211757 --> 00:23:53,473.2196757 So what I do is I open this GPT on the app on my phone for ChatGPT, and I just talk to it on the verbal, which transcribes the voice memo for me. 244 00:23:53,573.2196757 --> 00:23:55,603.2206757 Once that's transcribed, I submit it. 245 00:23:55,643.2206757 --> 00:23:59,473.2206757 And what that GPT does is then sends it to a Zapier automation. 246 00:23:59,623.2206757 --> 00:24:04,828.2206757 so all I'm doing to write a LinkedIn Talking about the ideas I want in it to my phone, literally. 247 00:24:04,828.2206757 --> 00:24:05,598.2206757 I'm pushing a button. 248 00:24:05,698.2206757 --> 00:24:12,698.2206757 And then it goes through a series of GPT 4 prompts in Zapier that Zapier is running. 249 00:24:12,798.2206757 --> 00:24:17,988.2196757 And it goes, it says, okay, what does this transcript say? Turn it into a LinkedIn post. 250 00:24:18,58.2196757 --> 00:24:23,808.2186757 Now let's read that and let's double check that everything in the transcript made it to the LinkedIn post. 251 00:24:23,908.2186757 --> 00:24:28,48.2186757 Now let's read that and make sure we didn't add anything that's not in the transcript. 252 00:24:28,48.2186757 --> 00:24:29,528.2186757 So it just keeps checking it. 253 00:24:29,658.2186757 --> 00:24:30,798.2186757 Then it copy edits it. 254 00:24:30,898.2186757 --> 00:24:33,758.2186757 Then it removes all signs of AI generated writing. 255 00:24:33,778.2186757 --> 00:24:37,338.2176757 Because I have a prompt that is if you say buckle up, it's going to sound like an AI wrote it. 256 00:24:37,358.2186757 --> 00:24:40,608.2186757 If you say, hey, LinkedIn fam, it's going to sound like an AI wrote it. 257 00:24:40,608.2186757 --> 00:24:43,268.2191757 There are certain super like obvious signs. 258 00:24:43,278.2191757 --> 00:24:46,848.2191757 The second somebody says, hey, LinkedIn fam, I'm like, okay, I wrote that. 259 00:24:46,868.2191757 --> 00:24:48,538.2191757 Nobody, no human would say that. 260 00:24:48,638.2191757 --> 00:24:50,188.2191757 But I send it through that whole process. 261 00:24:50,208.2191757 --> 00:24:52,608.2191757 It keeps editing it for me, and then it puts it in my email. 262 00:24:52,708.2191757 --> 00:25:02,528.2191757 And so from me talking to having a almost final draft, it's not a hundred percent final, but an almost final draft in my email inbox takes about two minutes. 263 00:25:02,628.2191757 --> 00:25:08,828.2191757 Then I can just take that may sometimes three depends on how fast the AI hamsters are running on their wheel that day. 264 00:25:08,928.2191757 --> 00:25:17,358.2191757 And then I just copy that pasted into LinkedIn do my quick copy edits to make sure that it's, accurate what I intended to say. 265 00:25:17,458.2191757 --> 00:25:19,368.2191757 Maybe add a few little human things. 266 00:25:19,468.2191757 --> 00:25:20,448.2191757 But that's an automation. 267 00:25:20,468.2191757 --> 00:25:21,248.2191757 Now that's like next level. 268 00:25:21,258.2191757 --> 00:25:24,858.2191757 You could write a first draft with ChatGPT that's what I did for a very long time. 269 00:25:24,958.2191757 --> 00:25:30,608.2171757 But this is a way that just gets me less editing time and still a really good final draft. 270 00:25:30,668.2181757 --> 00:25:37,318.2181757 It's, and they always perform so much better than when I actually write it as Nicole, like Nicole just sits down and writes a LinkedIn post. 271 00:25:37,418.2181757 --> 00:25:39,278.2181757 Sometimes I'm like, I just know what I want to say. 272 00:25:39,348.2181757 --> 00:25:40,88.2181757 I'm going to write it. 273 00:25:40,188.2181757 --> 00:25:43,458.2181757 And then I write it and then it's just no engagement at all. 274 00:25:43,508.2181757 --> 00:25:46,198.2171757 Anytime I write something that is human, no engagement. 275 00:25:46,218.2171757 --> 00:25:56,168.2181757 Anytime AI writes it for me, people are going nuts and sharing it and I'm like, really? Are you really that much better at this than me? What? But yes, the answer is yes, you are that much better at this than me. 276 00:25:56,168.2181757 --> 00:25:58,198.2181757 It's fascinating what you're already doing. 277 00:25:58,208.2181757 --> 00:26:01,579.1481757 To do something in final draft, in like three minutes, is incredible. 278 00:26:02,662.276949 --> 00:26:09,965.4884274 Another thing you've been talking about is Sora coming out which I think is going to be Unbelievable and game changing for all marketers. 279 00:26:10,65.4884274 --> 00:26:23,915.4884274 Are there any other trends that you're seeing that are going to significantly impact how we're working or innovations that you're excited about? Obviously SORA is going to be huge, but, I think that whatever the next model from OpenAI is will be, mind blowing. 280 00:26:23,965.4884274 --> 00:26:25,505.4884274 I would be really shocked. 281 00:26:25,585.4884274 --> 00:26:29,100.4879274 And when I say next model, I'm meaning either GPT 4. 282 00:26:29,100.4879274 --> 00:26:29,615.4874274 5 or 5. 283 00:26:29,665.4874274 --> 00:26:31,195.5374274 Everybody's, referring to GPT 5. 284 00:26:31,195.5374274 --> 00:26:34,995.4879274 I don't know that OpenAI has actually said there's not going to be a 4. 285 00:26:34,995.5879274 --> 00:26:35,415.4879274 5 before. 286 00:26:35,415.4879274 --> 00:26:36,995.4879274 I have no idea if they have said that. 287 00:26:37,95.4879274 --> 00:26:45,375.4874274 But whatever the next major model is from open AI, I think is going to be like shocking to the world is my guess. 288 00:26:45,375.4874274 --> 00:26:46,135.4864274 I haven't seen it. 289 00:26:46,135.4874274 --> 00:26:51,165.4874274 I don't know, but Realistically I think it was March or April when GPT 4 came out. 290 00:26:51,315.4874274 --> 00:26:53,965.3874274 so a year ago, GPT 4 came out. 291 00:26:54,65.3874274 --> 00:26:57,865.3874274 And it had been the gold standard of these AI large language models. 292 00:26:57,865.3874274 --> 00:27:37,395.3884274 Now in the last month or so, we're starting to see other companies come out with brand new models and their big hype is it's approaching GPT 4 standard, the jumps that OpenAI has had each generation has been so mind blowing that I think that when we get whatever the next model is, I think it's going to make the whole world slam on their brakes and go, Holy, I did not see this coming, even though, like, why not? Why didn't you see this coming? And I'm talking, the writing quality, the strategic thinking quality, the critical thinking, the things that so many people are saying AI is not capable of I think we're going to just see all of those arguments wiped out the window very quickly. 293 00:27:37,405.3884274 --> 00:27:46,505.3894274 And if you have the skills already from using these earlier models to communicate with them, and now you apply them to a much smarter model, it's going to blow things out of water. 294 00:27:46,535.3894274 --> 00:27:48,885.3894274 Because if you applied your knowledge of GPT 3. 295 00:27:48,885.4894274 --> 00:27:54,355.3894274 5 to four, you instantaneously were getting way better results than somebody that didn't have skills already. 296 00:27:54,455.3894274 --> 00:27:55,725.3894274 So I think that'll be the biggest. 297 00:27:55,825.3894274 --> 00:27:59,775.3894274 Sora, which is the text to video for anybody that does not know will be huge. 298 00:27:59,795.3894274 --> 00:28:02,345.3894274 And it also has the image generation model in it. 299 00:28:02,355.3894274 --> 00:28:03,885.3884274 That's going to be even better. 300 00:28:03,985.3884274 --> 00:28:06,355.3884274 Which is that's made like that exists. 301 00:28:06,405.3884274 --> 00:28:08,215.3884274 It's just in safety testing. 302 00:28:08,215.3884274 --> 00:28:09,965.3884274 So it's not available to the public yet. 303 00:28:10,65.3884274 --> 00:28:14,175.3884274 Yeah, it's going to be, I think the rest of this year is going to be pretty wild when stuff starts. 304 00:28:14,505.3884274 --> 00:28:24,825.3884274 And then who knows what we have, the other thing they're working on, I don't know if I can say I'm excited about it, but I know they're working on it is the agents, they can just take over your computer and do all the things for you. 305 00:28:24,925.3884274 --> 00:28:33,355.3874274 I have very personally, terrified about that, where you can just like, and it's like open AI is building something that could do this, where it's like, it can just. 306 00:28:33,455.3874274 --> 00:28:35,345.3874274 take your mouse and do the things on it. 307 00:28:35,445.3874274 --> 00:28:37,635.3874274 That I don't even know how to process. 308 00:28:37,635.3874274 --> 00:28:45,55.3869274 My own brain is very unsure, but I think that's like really where we're going is, you're going to be able to set an AI to go use your tools for you. 309 00:28:45,65.3879274 --> 00:28:48,255.3859274 So it's going to be like, Hey, I made this email on ChatGPT. 310 00:28:48,275.3869274 --> 00:28:51,735.3869274 Now please go send now, please go put this in HubSpot and send it. 311 00:28:51,835.3869274 --> 00:28:54,225.3869274 And that's it's going to go load it in your HubSpot. 312 00:28:54,225.3869274 --> 00:29:01,815.3869274 It's going to set all your settings and Hopefully if you're smart, you'll have a human review it before you actually blast it out to the world and let the AI send who knows what. 313 00:29:01,915.3869274 --> 00:29:05,685.3869274 I don't think I'm quite ready for a bot to take over my laptop. 314 00:29:05,685.3869274 --> 00:29:06,905.3869274 I'm not ready to give up that. 315 00:29:07,5.3869274 --> 00:29:08,155.3859274 I'm not ready for that either. 316 00:29:08,155.4859274 --> 00:29:15,545.3864274 Hey, to wrap us up, here at FutureCraft Marketing, we're all about giving our listeners practical tricks. 317 00:29:15,645.3864274 --> 00:29:16,255.3864274 And tips. 318 00:29:16,405.3864274 --> 00:29:19,985.3864274 So I'm going to give you four questions and just give us your quick hits on them. 319 00:29:20,35.3864274 --> 00:29:20,685.3864274 Okay. 320 00:29:20,745.3864274 --> 00:29:21,475.3864274 First one. 321 00:29:21,665.3864274 --> 00:29:25,665.3864274 What's your best AI tip in general? Don't assume it's psychic. 322 00:29:25,765.3864274 --> 00:29:33,338.9289057 You got to tell it you got to tell it what you want, how you want it, whatever context it needs, like clearly communicate what you want. 323 00:29:33,338.9289057 --> 00:29:36,385.8158622 It doesn't know if you don't tell it. 324 00:29:36,385.8158622 --> 00:29:36,766.6767318 Yeah. 325 00:29:36,766.6767318 --> 00:29:37,909.2593405 I love it. 326 00:29:37,909.2593405 --> 00:29:40,575.2854274 What's your best prompt or workflow GPT. 327 00:29:40,675.2854274 --> 00:29:59,285.2864274 Best prompt or workflow? I'm gonna give you, so I don't, I wouldn't say I have a best prompt overall, but I would say like a part of a prompt that I would say is the most important thing to do is starting your prompts with you are followed by a Very specific description of who is working on this task for you. 328 00:29:59,285.3864274 --> 00:30:00,515.2864274 So it's like a part of a prompt. 329 00:30:00,615.2864274 --> 00:30:11,855.2864274 If you're only going to do one thing, give the AI, the persona of who is helping you with like skills and expertise and all of the things that would make somebody really great at that task. 330 00:30:11,955.2864274 --> 00:30:14,795.2864274 And it will improve the quality, no matter what you're doing. 331 00:30:14,865.2864274 --> 00:30:17,95.2864274 If you have an expert working on it. 332 00:30:17,195.2864274 --> 00:30:27,925.2864274 What's your best tip for keeping up with all of this information about AI that's coming out so quickly? Don't make yourself keep up with all of the information that's coming out so quickly. 333 00:30:28,25.2864274 --> 00:30:28,705.2864274 It's impossible. 334 00:30:28,705.2864274 --> 00:30:39,145.2869274 I do this full time, and it is genuinely impossible I constantly feel behind, and I know I'm not actually, but I constantly feel like I'm playing catch up on this. 335 00:30:39,195.2869274 --> 00:30:42,5.2869274 First off, just give yourself permission that you don't need to. 336 00:30:42,105.2869274 --> 00:30:45,485.2869274 I would say, Have like your tool. 337 00:30:45,485.2869274 --> 00:31:01,875.2869274 Of course I have this personal, like emotional bias towards paid ChatGPT, but whatever your tool is, if you're a Gemini for workplace, if you're, Claude, whatever your tool is, make sure you're following that company, like their own pages and paying attention to what their updates are. 338 00:31:01,875.2869274 --> 00:31:05,395.2869274 It's amazing to me how many people just don't follow open AI. 339 00:31:05,455.2869274 --> 00:31:09,245.2869274 And so they never heard about this feature update or that feature update. 340 00:31:09,245.3869274 --> 00:31:09,420.1869274 Okay. 341 00:31:09,520.1869274 --> 00:31:15,160.1869274 And they're like, who is the influencer to follow? I'm like, the company, they're going to tell you what they have done. 342 00:31:15,160.2869274 --> 00:31:39,610.1859274 So follow the company of the tool that you're making as you're like, I know there are other people to follow, of course, also, but only worry about what tool that are you actually using? Now, how do you stay as up to date as you possibly can for what you use? You don't need to know everything about every single Tool that exists because there are 20 bazillion of them and it is impossible to keep up with all of them speaking of tools. 343 00:31:39,680.1859274 --> 00:31:48,100.1859274 Is there a technology that our listeners should check out that they may not know about? So we already talked about the Zapier with being able to run automated prompts. 344 00:31:48,100.1859274 --> 00:31:49,910.1859274 I'm going to leave that out because that's also more advanced. 345 00:31:49,910.1859274 --> 00:31:51,900.1859274 But I would say that if you didn't know about that. 346 00:31:52,0.1859274 --> 00:32:00,120.0869274 If you do any kind of audio related stuff, like any podcasts or webinars, anything that you're using recordings of. 347 00:32:00,310.1869274 --> 00:32:04,50.1869274 Adobe has an AI tool that is, I believe, always free to use. 348 00:32:04,140.1869274 --> 00:32:05,430.1869274 It's podcast. 349 00:32:05,430.1869274 --> 00:32:06,50.1869274 adobe. 350 00:32:06,240.1869274 --> 00:32:07,340.1869274 com or adobe. 351 00:32:07,340.1869274 --> 00:32:08,160.1864274 podcast. 352 00:32:08,160.1864274 --> 00:32:08,400.1859274 com. 353 00:32:08,470.1869274 --> 00:32:10,250.1859274 I can't remember which one of those two. 354 00:32:10,620.1869274 --> 00:32:15,20.1869274 And you can literally just drop a file into it and it will turn it into Studio Sound. 355 00:32:15,310.1869274 --> 00:32:25,230.1869274 It is so good, like the quality of it and its ability to remove any background noise, make you sound like you're in a studio with a great mic is so awesome. 356 00:32:25,240.1869274 --> 00:32:28,310.1869274 So I would say that's one that it's, and there's no alerting curve. 357 00:32:28,450.1869274 --> 00:32:31,120.1874274 If you know how to upload a file, you know how to use the tool. 358 00:32:31,410.1874274 --> 00:32:31,470.1874274 Yeah. 359 00:32:31,520.2874274 --> 00:32:32,570.2874274 I would definitely check that out. 360 00:32:33,60.2874274 --> 00:32:35,790.2874274 I am definitely going to check it out as we're doing a podcast. 361 00:32:35,790.2874274 --> 00:32:36,500.2874274 So it's very fitting. 362 00:32:37,20.2874274 --> 00:32:39,350.2874274 Nicole, this has been incredible. 363 00:32:39,520.2874274 --> 00:32:49,570.2874274 What is the best way for our listeners to keep in touch with you and keep up with everything that you're doing? LinkedIn is definitely the place where I am sharing the most updated everything. 364 00:32:49,640.2874274 --> 00:32:50,800.2874274 Just my name, Nicole Leffer. 365 00:32:50,830.2874274 --> 00:32:52,660.2874274 If you Send me an actual request. 366 00:32:52,670.2874274 --> 00:33:02,820.2864274 Please put a note, like why you're requesting me where you're coming from, because I get a million and I'm like, where, who is this? Why are you sending me a request? Or you can just follow if you don't want to actually connect. 367 00:33:03,80.2874274 --> 00:33:04,990.2874274 But LinkedIn is definitely the best place. 368 00:33:05,30.2864274 --> 00:33:11,250.2879274 And also if you are really excited to dive in and go very deep on this stuff, I do, and your team isn't like. 369 00:33:11,615.2879274 --> 00:33:12,365.2879274 Bringing me in. 370 00:33:12,375.2879274 --> 00:33:21,135.2879274 I do have a course that is foundations of generative AI for B2B marketing which you can get to from my LinkedIn or just my website is Nicole effort. 371 00:33:21,305.2879274 --> 00:33:21,655.2879274 com. 372 00:33:21,695.2879274 --> 00:33:22,775.2879274 There's links there. 373 00:33:23,55.2879274 --> 00:33:26,835.2889274 It's almost seven hours of like very in depth video training content. 374 00:33:26,845.2889274 --> 00:33:30,185.2879274 So there's course notes and exercises and stuff. 375 00:33:30,185.2879274 --> 00:33:32,975.2879274 So if you really want to learn this stuff definitely go check that out. 376 00:33:33,585.2889274 --> 00:33:34,675.2889274 Yes, for sure. 377 00:33:34,715.2889274 --> 00:33:37,95.2889274 I have learned so much so much for joining us. 378 00:33:37,135.2889274 --> 00:33:39,687.2889274 This has been so insightful And we're back. 379 00:33:39,687.2889274 --> 00:33:40,327.2889274 Hey, Ken. 380 00:33:40,427.2889274 --> 00:33:44,547.2889274 What'd you think of the interview with Nicole? I thought it was a great interview. 381 00:33:44,547.2889274 --> 00:33:47,287.2889274 It was definitely a great way to kick off our podcast. 382 00:33:47,657.2889274 --> 00:34:16,697.2879274 The thing that stuck out for me was the way that she's using some advanced kind of techniques with AI, specifically around using Zapier to automate her decision making on how she can handle press inquiries, and if they align to what her topics of expertise are, and if they're worth more investment in a deeper dive what about you? What'd you take away? I always learn so much the things seem like they're common sense, but she takes it to the next level, as we're doing this podcast, the Adobe tip was a really great one. 383 00:34:16,757.2869274 --> 00:34:20,247.2869274 Better sound quality coming soon for us, I think. 384 00:34:20,607.2869274 --> 00:34:23,557.2869274 That being said, you don't want to, Go crazy and expand your tech stack. 385 00:34:23,557.2869274 --> 00:34:24,737.2869274 So it's unmanageable. 386 00:34:24,737.2869274 --> 00:34:29,97.2849274 We talked a little bit about the tech reviews and what people might want to consider for their tech stack. 387 00:34:29,387.2859274 --> 00:34:30,967.2859274 Up today, we have perplexity. 388 00:34:30,967.2859274 --> 00:34:42,322.2859274 So you want to tell us a little bit about it? Yeah, so Perplexity AI is a little bit different than other kind of AI bots or digital assistants you might have heard of before. 389 00:34:42,327.2859274 --> 00:34:44,302.2859274 It's not ChatGPT or Claude. 390 00:34:44,582.2859274 --> 00:34:47,612.2859274 It's really focused on being a research tool. 391 00:34:47,792.2859274 --> 00:34:55,772.2859274 And that's a little different than chat t, right? Chat GT has actually been known to make up information and complete a story if it doesn't have the answer. 392 00:34:56,12.2859274 --> 00:34:58,472.2859274 Perplexity is very research based and actually. 393 00:34:58,972.2859274 --> 00:35:04,952.2859274 One of the things that I'm most excited about it is it actually provides real sources to the information it gives you back. 394 00:35:05,452.2859274 --> 00:35:18,177.2859274 Can you tell us a little bit about, what are some best practices that you found using it and are there any downsides? Yeah, so I would say the positives of using it, especially for marketers, is the research. 395 00:35:18,587.2869274 --> 00:35:20,757.2859274 I used it for two use cases. 396 00:35:21,107.2869274 --> 00:35:45,607.2869274 In the past week that were really relevant to some work that I'm doing on some other projects One was I was trying to find some compelling stories in history Where women really stood out and were bold and so I actually used a pretty simple prompt almost like a google search to say me a 10 women who stood out in their time periods for being bold. 397 00:35:46,317.2869274 --> 00:35:57,367.2869274 what was really fascinating about the results was it, before it gave me the result, it actually asked for more details and wanted to know a little bit more specifically what I was looking for. 398 00:35:57,417.2869274 --> 00:36:02,37.2859274 It shot it out in maybe 30 seconds, and I had what I needed for the story. 399 00:36:02,427.2869274 --> 00:36:08,107.2869274 The other one that was really helpful was when I was looking for industry trends for right now. 400 00:36:09,27.2869274 --> 00:36:18,157.2869274 what are the top 10 trends in my industry related to such topic? And again, it asked for more detail and it's sourced everything. 401 00:36:18,167.2869274 --> 00:36:25,607.2879274 So I could not only, make sure that it was a reliable source, but also dive in deeper to get some context to where it was pulling from. 402 00:36:25,957.2879274 --> 00:36:38,817.2869274 I'm curious, what are you thinking about using it next for? One of the things you can do right when you open it up is select your focus, and that can actually be for academic focus for writing, and you could actually scan Reddit. 403 00:36:39,767.2879274 --> 00:36:46,977.2889274 and so if you're thinking about understanding your buyers and what they're actually talking about, really leaning into that dark social. 404 00:36:47,477.2889274 --> 00:36:55,527.2889274 That's a great way to pull up buyer behavior and hear what they're actually saying about your products or maybe what they're saying or experiencing in the industry. 405 00:36:55,747.2889274 --> 00:36:57,557.2879274 I think that's what I'm most excited about. 406 00:36:57,897.2889274 --> 00:37:05,287.2889274 One other area that I would highlight is you can scan YouTube and I don't even know how you would do that. 407 00:37:05,517.2889274 --> 00:37:15,297.2899274 So I think that could be really helpful when you're trying to find information That isn't transcribed, which a lot of, YouTube isn't transcribed right now, or isn't available for us to access it. 408 00:37:15,967.2899274 --> 00:37:17,567.2899274 those are the two things that I would look for. 409 00:37:17,847.2899274 --> 00:37:30,317.2889274 I think at at some point we're going to have an all in one tool, but almost taking those results that you get in perplexity and loading them into your ChatGPT or Claude or whatever you're using might be the next step in terms of finishing up your project. 410 00:37:30,937.2899274 --> 00:37:33,127.2899274 So overall, I would say it's a pretty good tool. 411 00:37:33,917.2899274 --> 00:37:36,287.2899274 paid for it, and I would give it an 8 out of 10. 412 00:37:36,497.2899274 --> 00:37:39,87.2899274 Definitely recommend it for people to use for that use case. 413 00:37:39,587.2899274 --> 00:37:40,387.2909274 high marks. 414 00:37:40,467.2909274 --> 00:37:43,727.2909274 I haven't paid for it and I still find it pretty valuable. 415 00:37:43,747.2909274 --> 00:37:49,667.2919274 So I'll be curious to see, what the difference is in terms of the paid versus the free, thanks for taking a look into that one, Ken. 416 00:37:50,47.2919274 --> 00:37:55,357.2919274 Any closing thoughts that you have for the first episode? One, just this has been awesome. 417 00:37:55,357.2919274 --> 00:37:57,467.2919274 It's been really cool to do this with you. 418 00:37:57,497.2919274 --> 00:37:59,347.2919274 I've been talking about doing this for a while. 419 00:37:59,567.2919274 --> 00:38:01,897.2919274 It's definitely a passion project for both of us. 420 00:38:01,957.2919274 --> 00:38:04,807.2919274 And so I hope that people find value from it. 421 00:38:04,857.2919274 --> 00:38:11,407.2909274 And also are open to us improving our video quality, audio quality, and production ability. 422 00:38:11,587.2909274 --> 00:38:13,17.2909274 Because it's definitely learning curve. 423 00:38:13,617.2899274 --> 00:38:15,847.2899274 What about It definitely has been. 424 00:38:15,857.2899274 --> 00:38:16,537.2909274 It definitely has been. 425 00:38:16,537.2909274 --> 00:38:36,110.8519274 I think the thing that's most exciting is it feels like it's a bit of a new frontier and in the past it's felt like there has been gatekeeping in terms of like how to do marketing, you had to be at a really good organization or you had to go to the right conference or, do deep, deep research And it feels like with this new generative AI wave everybody's trying to figure it out together. 426 00:38:36,910.8519274 --> 00:38:38,570.8519274 Thanks to everybody listening to this. 427 00:38:38,630.8519274 --> 00:38:40,260.8519274 We're really excited about this project. 428 00:38:40,310.8519274 --> 00:38:54,6.6580249 And hopefully you have been able to get some best practices that you can use in your daily life A massive thank you to Nicole Leffer, for a great interview and some practical tips that our listeners can enjoy and use in their day to day. 429 00:38:54,56.6580249 --> 00:38:54,996.6580249 I know I will be. 430 00:38:55,216.6580249 --> 00:38:56,86.6580249 So thank you, Nicole. 431 00:38:56,86.7580249 --> 00:38:59,866.7590249 Until next time, let's keep crafting the future of marketing together. 432 00:39:00,106.7590249 --> 00:39:00,606.7590249 Bye bye.