Unearthing AI's Potential: Unlocking AI’s Hidden Power in Sales, SEO & Strategy

In this episode of Future Craft GTM, Ken Roden and Erin Mills explore how AI is reshaping every layer of go-to-market, from automating rote tasks to powering deep research. They kick off with Ken’s wild DMV robo-caller story and Erin’s bespoke AI-curated newsletter. Returning guest Tahnee Perry shares hard-won lessons on driving revenue with AI, upskilling non-technical marketers, and building scalable AI workflows. You’ll learn how to:

• Measure true AI impact (hint: tie it to closed deals)
• Adopt the right mindset for prompt iteration
• Set up templated prompts and custom GPTs for your team
• Run fast SEO audits with deep research in under 30 minutes
• Assemble a lean AI-powered marketing tech stack
• Strike the optimal balance between human and machine effort

They wrap with a live demo of GenSpark—watch an AI agent spin up an eight-slide pitch deck in seconds—and leave you armed with quick-hit AI workflows you can try today.

 

Key Takeaways

1. Revenue First: Always link AI projects to deal velocity or closed-won impact.
2. Iterate Prompts: 80 % of prompt quality emerges through refinement, not one-and-done.
3. Scale with Libraries: Use spreadsheets or Notion to catalog and tag high-value prompts.
4. DIY SEO Audits: A 30-minute prompt can generate a 20-page SEO audit (36 sources, 292 searches).
5. Tech Stack Essentials: Google/Microsoft agents, Adio CRM, Airtable/Notion PM, plus task-specific AI apps.
6. Human + AI: The winners of 2026 will know exactly where to deploy humans vs. machines.

📢 Next Steps

• Try auto-generating a sales deck from a call transcript this week.
• Build or catalog one custom GPT for your top use case.
• Share your AI wins or roadblocks with us on Twitter @FutureCraftpod

00:00 Introduction and Podcast Disclaimer

00:21 Welcome to Future Craft Go To Market

00:49 AI in Everyday Life: DMV Robocaller Experience

01:50 Building AI Tools for Personal Use

02:32 Guest Introduction: Tahnee Perry

03:44 AI in Marketing: Metrics and Training

05:01 The Importance of Mindset in AI Adoption

08:18 AI Tools and Hacks for Marketers

14:09 Prompt Gladiator Challenge

17:37 Deep Research and SEO Audits

19:31 Top AI Tools and Tech Stack Recommendations

22:03 Exploring SEO and Tech Stack Integration

22:37 Answer Engine Optimization (AEO) Explained

23:42 Building Credibility in AI Search Results

24:10 Future of SEO and AI in Marketing

26:33 Leveraging AI for Workflow Efficiency

28:22 AI's Impact on Product Marketing and Development

29:55 Navigating AI in Recruitment and Team Management

32:37 Overcoming AI Adoption Challenges

34:51 Quick Hits: AI Workflows and Use Cases

39:58 Introducing Gens Spark: A Game Changer for Presentations

43:50 Conclusion and Final Thoughts

About our Guest:

Tahnee Perry is a leading expert in AI-powered marketing and the author of "Zero to Unicorn." With over a decade of experience in digital marketing innovation, Tahnee helps businesses harness the power of AI to transform their marketing strategies. She has presented at major industry events and contributed to publications like Forbes and Medium.

Resources:

• Zero to Unicorn Newsletter

Stay tuned for more insightful episodes from the FutureCra

Episode Transcript

(00:00):
.999Hey crafters.
Just a reminder, this podcast is for informational entertainment purposes only and should not be considered advice. 3 00:00:08,330.0000000002 --> 00:00:18,10.001 The views and opinions expressed our own and do not represent those of any company or business we currently work with are associated with, or have worked with in the past. 4 00:00:21,69.091909091 --> 00:00:21,579.091909091 hey there. 5 00:00:21,579.091909091 --> 00:00:30,939.091909091 Welcome to the Future Craft Go To Market podcast, where we're exploring how AI is changing all things go to market, from awareness to loyalty, and everything in between. 6 00:00:31,359.091909091 --> 00:00:35,229.091909091 I'm Ken Rodin, one of your guides on this exciting new journey. 7 00:00:35,949.091909091 --> 00:00:41,289.091909091 And I'm Erin Mills, your co-host, and together we're here to unpack the future of AI and go to market. 8 00:00:41,679.091909091 --> 00:00:49,269.091909091 We'll share some best practices, how tos and interview industry leaders and pioneers who are paving the way in AI and go to market. 9 00:00:49,639.091909091 --> 00:01:04,29.091909091 I did something I never thought I would do, and I used a robocaller to call the DMV for me I needed to set up an appointment, If everyone knows what the DMV's, like whether you're there in person or calling, you're gonna be on hold for hours. 10 00:01:04,79.091909091 --> 00:01:12,279.091909091 I used Gens Spark, one of my new favorite tools, it called the DMV for me, and got all the way to getting a person on the phone. 11 00:01:12,379.091909091 --> 00:01:15,199.091909091 it waited on hold, hit one for English. 12 00:01:15,199.091909091 --> 00:01:16,549.091909091 Like all of the prompts. 13 00:01:16,549.091909091 --> 00:01:17,539.091909091 It had to answer. 14 00:01:17,729.091909091 --> 00:01:39,184.091909091 I got on the phone with someone It said it was an AI assistant, and then finally was like, I don't know if this is legal, so I'm hanging up the call, I made it all the way to them having a conversation about me trying to get an appointment to renew my license, Maybe not the best idea to use the DMV for that, but it's a great use case for making a restaurant reservation or an appointment, with a doctor's office. 15 00:01:39,234.091909091 --> 00:01:40,734.09190909 I was dumbfounded. 16 00:01:40,734.09190909 --> 00:01:41,544.09190909 It did a great job. 17 00:01:41,544.09190909 --> 00:01:43,329.09190909 I was floored. 18 00:01:44,59.09190909 --> 00:01:44,964.09190909 a fun use case. 19 00:01:45,334.09190909 --> 00:01:45,784.09190909 Yep. 20 00:01:46,189.09190909 --> 00:01:49,459.09190909 I feel like people listening are gonna try that in their state and it'll work. 21 00:01:50,114.09190909 --> 00:01:57,644.09190909 What have you been doing with AI recently? I actually just built myself an agent newsletter, keeping up with AI is super hard. 22 00:01:57,694.09190909 --> 00:02:07,84.09190909 I get a million, different ideas from LinkedIn, but sometimes it's hard to sift through I went through relevance, and I built a scraper and told it what. 23 00:02:07,129.09190909 --> 00:02:15,39.09190909 Topic specifically I want, now it runs every day and shoots it to my inbox, which is pretty cool because then I can, have my own curated newsletter. 24 00:02:15,789.09190909 --> 00:02:16,869.09190909 That's really cool. 25 00:02:17,19.09190909 --> 00:02:23,919.09190909 I think that's a really helpful way given how much information is coming at us from different perspectives. 26 00:02:23,919.09190909 --> 00:02:28,169.09190909 if you've got something that can condense it for you and focus yourself, that's a great time saver. 27 00:02:29,149.09190909 --> 00:02:32,924.09190909 Yeah, it's been really fun and I think there's a ton different use cases for it too. 28 00:02:32,924.09190909 --> 00:02:43,864.09190909 So i'm excited to continue to test, speaking about tools that we love, we have somebody coming on this week who has talked a lot about tools in the past and we've got a repeat visitor. 29 00:02:44,184.09190909 --> 00:02:47,374.09190909 Tahnee Perry is back I'm really excited to talk to her again. 30 00:02:47,374.09190909 --> 00:02:51,369.09190909 Ken, what about you? I am thrilled friend of the pod. 31 00:02:51,639.09190909 --> 00:02:56,799.09190909 No one else like her extraordinaire, ai master of training. 32 00:02:59,458.18281818 --> 00:03:02,758.18281818 We have a really special guest today, Tahnee, welcome back. 33 00:03:02,758.18281818 --> 00:03:04,468.18281818 We're so happy to have you. 34 00:03:04,748.18281818 --> 00:03:10,688.18281818 it's been about a year since we last had you on the show, and your episode was about marketing being in its AI era. 35 00:03:10,988.18281818 --> 00:03:15,933.18281818 what do you think now? I felt like Taylor was on tour for a very long time. 36 00:03:16,3.18281818 --> 00:03:17,443.18281818 It just seemed to go and on. 37 00:03:17,893.18281818 --> 00:03:21,773.18281818 But, I think, if anything's changing, it's that they're just speeding up. 38 00:03:21,823.18281818 --> 00:03:23,593.18281818 I do have to say, Erin, congrats. 39 00:03:23,593.18281818 --> 00:03:27,553.18281818 You are one of the top 50 women we admire in ai. 40 00:03:27,553.18281818 --> 00:03:28,523.18281818 What a cool honor. 41 00:03:28,803.18281818 --> 00:03:29,523.18281818 thank you so much. 42 00:03:32,113.18281818 --> 00:03:33,238.18281818 It's very exciting. 43 00:03:34,503.18281818 --> 00:03:36,363.18281818 I think Ken's more excited than I am. 44 00:03:36,818.18281818 --> 00:03:38,288.18281818 our house was having a big party. 45 00:03:38,288.18281818 --> 00:03:40,298.18281818 We were like, that's so awesome. 46 00:03:40,298.18281818 --> 00:03:41,138.18281818 We were jumping up and down. 47 00:03:41,138.18281818 --> 00:03:42,8.18281818 We were so proud of her. 48 00:03:42,738.18281818 --> 00:03:43,768.18281818 Aw, Well deserved. 49 00:03:43,983.18281818 --> 00:03:44,493.18281818 Thank you. 50 00:03:44,723.18281818 --> 00:03:58,643.18281818 So if we go back to a year ago, some people were just starting to build custom gpt or hone their skills with prompting, and now all we're hearing is agentic You've been helping brands go AI first and training teams. 51 00:03:59,228.18281818 --> 00:04:01,388.18281818 Let me ask you a tough question to start. 52 00:04:01,718.18281818 --> 00:04:24,773.18281818 What's one metric you look at to first know whether a team is truly AI enabled or just talking about it? I think the best metric is revenue or deals because I know we talk mostly about marketing 'cause we're all marketers at heart and you can get really lost in getting the job done and ticking things off your to-do list. 53 00:04:24,773.18281818 --> 00:04:29,443.18281818 But if it isn't driving growth at your company, I don't think it really matters. 54 00:04:29,448.18281818 --> 00:04:38,328.18281818 So you need to be able to draw a line between the projects you're tackling, the tasks that you're doing, and is it closing a deal? That makes sense. 55 00:04:38,428.18281818 --> 00:04:40,708.18281818 some people can't even get there. 56 00:04:40,708.18281818 --> 00:04:45,738.18281818 Like they can't wrap their heads around just the revenue and it's like having to take little bite-sized pieces of it. 57 00:04:46,158.18281818 --> 00:04:50,898.18281818 And if you think about, you've done a lot of training, you've gotta an AI course out. 58 00:04:51,163.18281818 --> 00:04:52,663.18281818 Highly recommend everybody check it out. 59 00:04:53,123.18281818 --> 00:05:11,318.18281818 about AI upskilling, what is the biggest skill delta that non-technical marketers have that can accelerate their AI usage? Yeah, and I think all of us, we talk to a lot of people who are super pro AI and fairly advanced, and I have to remind myself not everybody is in that space. 60 00:05:11,768.18281818 --> 00:05:14,718.18281818 And so what I find is the biggest. 61 00:05:15,323.18281818 --> 00:05:17,545.68281818 Difference maker, has a lot to do with mindset. 62 00:05:18,273.18281818 --> 00:05:22,783.18281818 I do a lot of trainings where people will say, it doesn't work, AI doesn't work for that. 63 00:05:22,843.18281818 --> 00:05:24,283.18281818 Or I get a bad output. 64 00:05:24,763.18281818 --> 00:05:29,623.18281818 And what I remind them is, maybe the first time you tried something, it's terrible. 65 00:05:29,623.18281818 --> 00:05:32,233.18281818 It's not as good as what you would've done in your old workflow. 66 00:05:32,628.18281818 --> 00:05:41,128.18281818 But have you tried a second time? Have you tried a different type of prompt? Did you try a different tool? And then the pace of improvement is astronomical. 67 00:05:41,128.18281818 --> 00:05:46,468.18281818 So what is true today will not be true tomorrow or six months down the road. 68 00:05:46,768.18281818 --> 00:05:54,908.18281818 I did an AI training, it was probably like three weeks ago, and they were entertaining doing a podcast I said, oh, there's all these fun tools out there now to create podcasts. 69 00:05:54,908.18281818 --> 00:06:00,38.18281818 One of them's Wonder Craft, and I did a little demo for them you can tell the voice is. 70 00:06:00,38.18281818 --> 00:06:03,98.18281818 Pretty awkward And they were like, we would never use that. 71 00:06:03,98.18281818 --> 00:06:09,98.18281818 then I showed them 11 labs, which is a more advanced voice model, and they were like, oh my God, that is it. 72 00:06:09,148.18281818 --> 00:06:09,958.18281818 it sounds human. 73 00:06:10,528.18281818 --> 00:06:14,88.18281818 just imagine this is where we were and this is where we're going. 74 00:06:16,708.18281818 --> 00:06:23,338.18281818 Yeah, it's pretty crazy seeing people's eyes open up to what's possible when you show them. 75 00:06:23,758.18281818 --> 00:06:35,878.18281818 It's still interesting to me how many people are still holding back and don't believe that AI can have an impact on how they work or how their company or marketing team can do things. 76 00:06:36,148.18281818 --> 00:06:50,158.18281818 this is happening what I find curious is that some companies are moving really fast and they're going to accelerate and take over their categories, and then these other companies are sitting here being like, we use it for prompting every once in a while or something like that. 77 00:06:50,188.18281818 --> 00:06:55,628.18281818 What's your take on the growing gap that could be occurring? I find it worrisome because. 78 00:06:55,993.18281818 --> 00:07:01,163.18281818 I still talk to some people who are like, we know we should be doing something, but we're not, and we're still trying to figure it out. 79 00:07:01,243.18281818 --> 00:07:02,753.18281818 But now I'm like, really falling behind. 80 00:07:02,753.18281818 --> 00:07:06,503.18281818 PWC just released research this week and it was interesting. 81 00:07:06,503.18281818 --> 00:07:12,863.18281818 They show a direct correlation between companies who proactively encourage and support AI usage. 82 00:07:13,278.18281818 --> 00:07:16,38.18281818 Revenue, I think it was something like 50% higher revenue. 83 00:07:16,38.18281818 --> 00:07:22,68.18281818 But the thing that really caught my attention was that people who work at AI enabled workforces. 84 00:07:22,68.18281818 --> 00:07:27,318.18281818 If they have good AI skills, they're earning 56% more in salary. 85 00:07:27,408.18281818 --> 00:07:32,308.18281818 And I'm like, who wouldn't want a 50% pay rise? that's real dollars. 86 00:07:32,518.18281818 --> 00:07:34,118.18281818 I just feel if your company. 87 00:07:34,688.18281818 --> 00:07:37,328.18281818 Hasn't yet figured out the AI thing fine. 88 00:07:37,388.18281818 --> 00:07:46,178.18281818 But it's your responsibility to make sure that you are exploring how it's going to impact your role and your company so that you at least can be prepared. 89 00:07:46,478.18281818 --> 00:07:49,298.18281818 And as far as I'm concerned, there's no excuses anymore for that. 90 00:07:50,593.18281818 --> 00:07:54,103.18281818 I will take a 56% pay raise any day Oh man. 91 00:07:54,263.18281818 --> 00:08:12,783.18281818 The other thing I think with adoption that's interesting to me is it feels almost like that scene in TiTahneec and the people who are anti AI are like the violin players going down with the death, Like playing the violin, I'm doing my A BM copy one at a time. 92 00:08:13,923.18281818 --> 00:08:14,283.18281818 Yeah. 93 00:08:14,518.18281818 --> 00:08:15,338.18281818 AI is the life. 94 00:08:16,273.18281818 --> 00:08:16,664.18281818 It really is. 95 00:08:18,873.18281818 --> 00:08:23,333.18281818 So speaking about lifeboats, would love to get your perspective on some hacks. 96 00:08:23,553.18281818 --> 00:08:37,588.18281818 you share a ton of them in Zero to Unicorn and wanna get a little bit of a sense of what have we learned over the last year and, What are your top three hacks? ChatGPT is still my go-to LLM large language model. 97 00:08:37,648.18281818 --> 00:08:38,848.18281818 I think it's the best. 98 00:08:39,778.18281818 --> 00:08:46,468.18281818 I do experiment a little bit with Gemini 'cause I'm a workspace user and I find it just doesn't, it's just not quite as good. 99 00:08:46,468.18281818 --> 00:08:54,358.18281818 So I still go back to chat GPT and the thing that impresses me is just how much functionality they're constantly releasing. 100 00:08:54,578.18281818 --> 00:09:01,48.18281818 there's always new things to explore I think the most recent one is connector The ability to connect with other applications. 101 00:09:01,258.18281818 --> 00:09:14,758.18281818 Now, I will say use that with some caution because you wanna make sure you understand what kind of data you're feeding into your instance of chat GPT, and there's no PII or proprietary information in there. 102 00:09:14,758.18281818 --> 00:09:18,208.18281818 So giving it access to your Google Drive as an example. 103 00:09:18,208.18281818 --> 00:09:21,178.18281818 Okay, just make sure you know what you're connecting it to. 104 00:09:21,658.18281818 --> 00:09:27,808.18281818 what I'm noticing as I'm using this voice video mode so much now, just to have a conversation and to help it clarify my thinking. 105 00:09:28,138.18281818 --> 00:09:31,798.18281818 Then when I sit back down at my desk and I have to type, I'm like, ah, this is really annoying. 106 00:09:32,378.18281818 --> 00:09:34,838.18281818 So I think we'll get to a point where we won't type anymore. 107 00:09:34,928.18281818 --> 00:09:35,438.18281818 We'll just. 108 00:09:35,948.18281818 --> 00:09:40,718.18281818 Talk to our devices, or they'll record us and interact with us accordingly. 109 00:09:41,268.18281818 --> 00:09:51,838.18281818 the other powerful thing is building custom gpt that you link to your knowledge documents once you load all that information in, it becomes a lot more specific and tailored to your use. 110 00:09:53,648.18281818 --> 00:10:00,428.18281818 BCG says that 74% of organizations are still stuck in pilot mode as it relates to ai. 111 00:10:00,818.18281818 --> 00:10:03,128.18281818 Teams are stuck in this kind of one-off queries. 112 00:10:03,728.18281818 --> 00:10:20,928.18281818 How do you think about templatizing the prompts so that an entire marketing org can use them without having to just do this one off or become copy and paste zombies? I think of prompting a little bit differently to me, when I work with my LLM, it's more of a conversation. 113 00:10:21,528.18281818 --> 00:10:33,738.18281818 So the first thing I would do is sit down and teach them how to prompt or how to work with an LLM, because sometimes cutting and pasting a prompt isn't going to work. 114 00:10:34,353.18281818 --> 00:10:41,693.18281818 You need to be a little bit more flexible and adaptable, I always find that the first version of my prompt is never the best one. 115 00:10:41,693.18281818 --> 00:10:44,303.18281818 It's that collaboration and. 116 00:10:45,453.18281818 --> 00:10:52,123.18281818 ChatGPT as an example, giving me an output, me looking at it and saying, okay, I like these elements, but not these, so let's iterate on that. 117 00:10:52,573.18281818 --> 00:11:07,308.18281818 Now if I was a company and I did wanna keep a library of prompts, I think an easy way to do that is to build a spreadsheet or a notion database and then tag everything appropriately so that team members could come in and find what they're looking for. 118 00:11:07,308.18281818 --> 00:11:10,358.18281818 there are certain hacks and certain phrases that work really well. 119 00:11:10,358.18281818 --> 00:11:11,858.18281818 One of my favorites is. 120 00:11:12,58.18281818 --> 00:11:16,528.18281818 I tell ChatGPT to use plain English, and it's just remarkable. 121 00:11:16,528.18281818 --> 00:11:18,178.18281818 It simplifies everything. 122 00:11:18,178.18281818 --> 00:11:29,923.18281818 I've also asked it to use Stren white's elements of style because, I just I've always I learned how to write using that guide, so I've given it to ChatGPT and that's another thing that helps. 123 00:11:30,193.18281818 --> 00:11:38,533.18281818 So I think if you can create a library where people can access it, but then also not force them into that box when prompting, that's probably going to be the best approach. 124 00:11:39,303.18281818 --> 00:11:56,298.18281818 One of the things that I've seen work is people creating a library, an Excel spreadsheet or a Word doc and making it a custom GPT, Helping the person tune it to whatever they're trying to do, Using the same prompt over and over again, without any personalization or refinement doesn't get you what you're trying to do. 125 00:11:57,438.18281818 --> 00:12:14,148.18281818 Another thing I've recommended to TE teams is if you have a lot of the same work, build A GPT, and then when you build the GPT, you put the prompts in the instructions so when someone comes in, it immediately kicks off, like whatever the GPT is for, let's say it's a per persona development, GPT. 126 00:12:14,158.18281818 --> 00:12:20,98.18281818 Ask who it's for and what the product is and what you're trying to achieve, and that speeds you up a lot. 127 00:12:20,563.18281818 --> 00:12:20,853.18281818 Yeah. 128 00:12:22,108.18281818 --> 00:12:27,328.18281818 you've said in the past 80% of prompt quality happens after the first response. 129 00:12:27,688.18281818 --> 00:12:38,638.18281818 How do you think about your second or your third? Yeah, the temptation is you want to do the least amount of work, right? So it would be lovely if you could go to ChatGPT and say. 130 00:12:39,598.18281818 --> 00:12:46,258.18281818 Give me a marketing strategy for my product or campaign and I found that's never worked. 131 00:12:46,688.18281818 --> 00:12:54,158.18281818 I think it's because the task is too big and it tends to default to the most generic or average answer. 132 00:12:54,493.18281818 --> 00:12:55,993.18281818 when you ask for something really big. 133 00:12:56,413.18281818 --> 00:13:01,513.18281818 So what I find helps a lot is thinking high level first and then drilling down. 134 00:13:01,973.18281818 --> 00:13:04,673.18281818 for me, usually I have a really good idea of what I want. 135 00:13:04,673.18281818 --> 00:13:06,893.18281818 Let's use a LinkedIn post as an example. 136 00:13:06,953.18281818 --> 00:13:09,893.18281818 I know what I want to say, but I might not have the exact words. 137 00:13:09,893.18281818 --> 00:13:11,153.18281818 So I'll go in and say, Hey. 138 00:13:11,903.18281818 --> 00:13:13,823.18281818 Here's what I'm thinking about posting this week. 139 00:13:13,823.18281818 --> 00:13:15,443.18281818 Here's my thought pattern. 140 00:13:15,473.18281818 --> 00:13:18,293.18281818 Here's some stats I've got, and then it helps me clarify that. 141 00:13:18,293.18281818 --> 00:13:19,703.18281818 And then I'll say, okay, that's great. 142 00:13:19,913.18281818 --> 00:13:20,903.18281818 I feel clear on that. 143 00:13:21,233.18281818 --> 00:13:24,993.18281818 Let's turn it into a story so it's engaging and not just regurgitating facts. 144 00:13:25,43.18281818 --> 00:13:26,153.18281818 And then we'll work on the hook. 145 00:13:26,183.18281818 --> 00:13:32,708.18281818 And then we'll walk on the CTA I feel like when I do it in that order the end result is a collaboration between the two of us. 146 00:13:32,708.18281818 --> 00:13:35,228.18281818 So it feels like mine and it's better. 147 00:13:37,923.18281818 --> 00:13:47,993.18281818 I really like that you think about it as a conversation versus, talking to a robot I do think You're role playing a little bit, but you're creating a thought partner. 148 00:13:47,993.18281818 --> 00:13:53,893.18281818 it's requiring you to think more than just saying, create this prompt for me, or whatever this output is. 149 00:13:54,103.18281818 --> 00:13:57,423.18281818 that idea is where I think people need to start thinking more. 150 00:13:57,843.18281818 --> 00:14:02,803.18281818 AI is not gonna give you a good answer if you don't give it the right content, and you're gonna have to work with it a little bit. 151 00:14:03,53.18281818 --> 00:14:04,763.18281818 I think of it, it's not a vending machine. 152 00:14:05,3.18281818 --> 00:14:05,973.18281818 It's a collaboration. 153 00:14:06,508.18281818 --> 00:14:08,908.18281818 I love that it's not a vending machine. 154 00:14:09,448.18281818 --> 00:14:19,408.18281818 Okay, so this season we're doing something called Prompt Gladiator, where you show us something that you really benefit from so our listeners can learn a little bit. 155 00:14:19,588.18281818 --> 00:14:21,298.18281818 Do you have something you wanna show us? Okay. 156 00:14:21,298.18281818 --> 00:14:22,378.18281818 Challenge accepted. 157 00:14:22,793.18281818 --> 00:14:23,13.18281818 Woo. 158 00:14:23,578.18281818 --> 00:14:36,968.18281818 feel like I'm in the hot seat here a little bit for this gladiator round, but if we use one of the topics we were talking about earlier, which is, lack of adoption despite all of the research showing how beneficial AI is. 159 00:14:36,968.18281818 --> 00:14:43,903.18281818 So I might say to my chat, GPT helped me write a post about. 160 00:14:45,13.18281818 --> 00:14:59,503.18281818 AI adoption and put in the research from PWC 50% increase in revenue and 56% in salary increase. 161 00:14:59,503.18281818 --> 00:15:02,413.18281818 I'd probably go to the report, link to that. 162 00:15:02,918.18281818 --> 00:15:03,828.18281818 Then pull a quote. 163 00:15:03,828.18281818 --> 00:15:05,958.18281818 this is a little bit more advanced. 164 00:15:06,498.18281818 --> 00:15:09,168.18281818 So then ChatGPT thinks about it, it's gonna write it. 165 00:15:09,228.18281818 --> 00:15:11,208.18281818 And I'm like, okay, it's not bad. 166 00:15:11,608.18281818 --> 00:15:15,928.18281818 But then I would, come in here and I'd say, oh, I really, I don't know if I like this flow. 167 00:15:15,958.18281818 --> 00:15:21,628.18281818 So let's make this more personal and tell a story. 168 00:15:22,228.18281818 --> 00:15:26,198.18281818 And I think it's great that you're showing this because so many LinkedIn posts now. 169 00:15:26,228.18281818 --> 00:15:27,3.18281818 I see that in my feed. 170 00:15:27,128.18281818 --> 00:15:27,418.18281818 Yeah. 171 00:15:27,428.18281818 --> 00:15:28,748.18281818 Yeah, definitely. 172 00:15:28,748.18281818 --> 00:15:34,628.18281818 I have a lot of custom GPTs that would probably write a little bit different from this, but at least this gives you the idea. 173 00:15:34,628.18281818 --> 00:15:35,788.18281818 To me this is too wordy. 174 00:15:37,498.18281818 --> 00:15:38,188.18281818 Trim it down. 175 00:15:39,288.18281818 --> 00:15:43,558.18281818 people on LinkedIn, they scan, they don't really read much, It's getting closer. 176 00:15:45,93.18281818 --> 00:15:48,38.18281818 I dunno if I love this that much, but let's work on the hook. 177 00:15:49,38.18281818 --> 00:15:53,928.18281818 And the other thing I find it works really well is asking for multiple options. 178 00:15:54,373.18281818 --> 00:16:00,643.18281818 And then a lot of times I won't even take any options, but it might trigger something when it comes up with this. 179 00:16:00,643.18281818 --> 00:16:03,913.18281818 I might like, oh, the cost of waiting on AI revenue left on the table. 180 00:16:04,63.18281818 --> 00:16:04,753.18281818 That's okay. 181 00:16:04,803.18281818 --> 00:16:07,503.18281818 AI isn't coming for your job, it's coming for your business model. 182 00:16:07,503.18281818 --> 00:16:10,83.18281818 Let's go with option one and then it'll put it all together. 183 00:16:12,808.18281818 --> 00:16:18,388.18281818 to me that's the way I prompt to get more out of the LLM. 184 00:16:18,838.18281818 --> 00:16:23,98.18281818 And I think the beauty of doing it that way is that you get multiple rounds. 185 00:16:23,98.18281818 --> 00:16:26,698.18281818 You can ask it for different iterations, you can change the tone. 186 00:16:27,178.18281818 --> 00:16:32,848.18281818 And to me it just seems to work better than when you ask it for one thing and then it's not that good. 187 00:16:34,403.18281818 --> 00:16:43,613.1828182 What I really like about it is you brought it up, you were creatively thinking about, do I like this? And you were critically thinking about what you got first. 188 00:16:44,168.1828182 --> 00:16:46,778.1828182 Getting the first result or second result and saying, I'm gonna go with it. 189 00:16:46,848.1828182 --> 00:16:51,738.1828182 that's what's really beautiful about the AI human aspect of the collaboration. 190 00:16:52,98.1828182 --> 00:16:53,878.1828182 Yeah, and also that you're still the conductor. 191 00:16:53,938.1828182 --> 00:16:54,628.1828182 That's the other thing. 192 00:16:54,628.1828182 --> 00:17:00,378.1828182 I think that was very clear it's still you making the decisions versus I'm, gonna blindly take something. 193 00:17:01,183.1828182 --> 00:17:01,633.1828182 Yeah. 194 00:17:01,853.1828182 --> 00:17:16,113.1828182 And I think there's a lot of conversation happening now around what I call authorship There's so much generic content on the internet now because it's so easy for people to prompt it outta these LLMs, but what they've shown is that no one wants to read that. 195 00:17:17,193.1828182 --> 00:17:23,983.1828182 I still think that the content that's worth creating and worth reading is what you make together with your AI helping you. 196 00:17:24,803.1828182 --> 00:17:25,703.1828182 I think that's right. 197 00:17:27,183.1828182 --> 00:17:27,783.1828182 Speaking of. 198 00:17:28,703.1828182 --> 00:17:37,283.1828182 Being an AI super fan, I think I use deep research every day now, like some form, whether it's on chat, JBT or in Gemini. 199 00:17:37,473.1828182 --> 00:17:50,158.1828182 Can you share a little bit how you used deep research, to do some work? So I stumbled onto this SEO audit idea and the way it works is you use deep research. 200 00:17:50,713.1828182 --> 00:17:58,943.1828182 I created this very intense prompt, when you want a very complex or involved report, you need all of these elements. 201 00:17:58,993.1828182 --> 00:18:00,913.1828182 I had ChatGPT help me with the prompt. 202 00:18:00,913.1828182 --> 00:18:02,83.1828182 I explained what I wanted. 203 00:18:02,593.1828182 --> 00:18:05,293.1828182 I was looking for as the final outcome, and we went back and forth. 204 00:18:05,383.1828182 --> 00:18:09,103.1828182 It took me 10 or 15 minutes to build this prompt exactly the way I wanted it. 205 00:18:09,653.1828182 --> 00:18:22,823.1828182 you'll notice in here is just how long it is and the sections, so there's keyword optimization, there's, this is the structural part of SEO, meta tags, performance, mobile friendliness, content quality. 206 00:18:23,283.1828182 --> 00:18:34,323.1828182 it goes on down towards the bottom I made sure to include like, how does it think about AI search? And then when you prompt it, and I did this as an example for Visit California, it then asked me for. 207 00:18:35,73.1828182 --> 00:18:35,883.1828182 Refinements. 208 00:18:36,243.1828182 --> 00:18:41,433.1828182 So even here, it's not enough to know, okay, I'm missing some information, so give me answers for all of that. 209 00:18:41,723.1828182 --> 00:18:47,748.1828182 It took about, 29 minutes and it looked at 36 sources and did 292 searches. 210 00:18:47,748.1828182 --> 00:18:49,668.1828182 And then this is the report I received. 211 00:18:49,798.1828182 --> 00:18:58,563.1828182 you can see it's very lengthy Yeah, a lot of detail Yeah, I sent this off to a couple of SEO experts and they were really impressed. 212 00:18:58,563.1828182 --> 00:19:01,803.1828182 the fact that you got this in 30 minutes is really impressive. 213 00:19:01,893.1828182 --> 00:19:02,583.1828182 Wow. 214 00:19:03,573.1828182 --> 00:19:03,783.1828182 Yeah. 215 00:19:04,863.1828182 --> 00:19:08,433.1828182 I think that's what's really exciting about AI is it can. 216 00:19:09,183.1828182 --> 00:19:22,53.1828182 Really help people who maybe aren't experts get started in the right direction and at least get themselves standing and foundational so they can set up their website to be optimized for SEO, and then maybe when they're ready they can go to an expert. 217 00:19:22,103.1828182 --> 00:19:23,158.1828182 Yeah, it really has. 218 00:19:23,843.1828182 --> 00:19:26,843.1828182 Think about organizations that can't afford to hire an SEO expert. 219 00:19:26,843.1828182 --> 00:19:31,653.1828182 If you can get to, 80%, that's gonna be a lot better than, where you started. 220 00:19:31,983.1828182 --> 00:19:48,863.1828182 I will say last year you opened my eyes to some very fun tools, Tahnee, and wondering what tools are on your hot list now, and if you had a limited budget, what are you using? I love the tools and I'm always excited about what's coming out. 221 00:19:48,893.1828182 --> 00:19:55,203.1828182 it just seems like there's so much now because of ai teams have this idea and then they build it and that's great 'cause we get to use it. 222 00:19:55,623.1828182 --> 00:20:02,763.1828182 I will say there's a lot of stuff out there that's terrible sadly, I spend a lot of time just breaking things and not having a lot of fun. 223 00:20:02,763.1828182 --> 00:20:07,293.1828182 But when I find those few things that really do make a difference to my workflow, it's. 224 00:20:08,523.1828182 --> 00:20:10,563.1828182 So let me, I'll bring it up so you can see it. 225 00:20:10,773.1828182 --> 00:20:17,543.1828182 So I actually have my own tech stack and then I also created another one for a team. 226 00:20:17,603.1828182 --> 00:20:19,103.1828182 'cause obviously I'm a consultant. 227 00:20:19,133.1828182 --> 00:20:21,473.1828182 My entire workflow is different. 228 00:20:21,813.1828182 --> 00:20:30,63.1828182 if you're at a team trying to build a marketing stack, this would be more your speed, most companies start with their work suite, either Microsoft or Google. 229 00:20:30,433.1828182 --> 00:20:34,633.1828182 both companies are now integrating a lot of AI functionality into the stack. 230 00:20:34,973.1828182 --> 00:20:40,43.1828182 Microsoft is an example, have what they call agents and they're just basically custom gpt. 231 00:20:40,253.1828182 --> 00:20:43,195.6828182 But what's nice is they're, you can connect them to your documentation. 232 00:20:44,573.1828182 --> 00:20:50,813.1828182 With Google, they have slightly different style, but again, it's all integrated into docs and slides. 233 00:20:51,503.1828182 --> 00:20:56,63.1828182 And then the next thing you need to think about is your CRM and your marketing automation platform. 234 00:20:56,993.1828182 --> 00:21:05,753.1828182 Salesforce and HubSpot are really expensive, so I put Adio in here 'cause it's free to start and less expensive when you get rolling. 235 00:21:05,813.1828182 --> 00:21:07,43.1828182 And it's actually a really great tool. 236 00:21:07,898.1828182 --> 00:21:10,118.1828182 Then over here, you always need your project management. 237 00:21:10,118.1828182 --> 00:21:14,408.1828182 both Airtable and Notion are great and have a lot of AI functionality. 238 00:21:15,398.1828182 --> 00:21:20,348.1828182 I don't think you're ever going to get most people away from ChatGPT, so I added down here. 239 00:21:20,708.1828182 --> 00:21:22,628.1828182 you also want your automation platform. 240 00:21:22,868.1828182 --> 00:21:26,528.1828182 I like Zaia and Make, but I know N eight N is also very popular. 241 00:21:26,888.1828182 --> 00:21:31,328.1828182 And then over here, this is where you have all your task specific AI platforms. 242 00:21:31,388.1828182 --> 00:21:37,368.1828182 And I think it depends on your team or your company and what kinds of content will determine what lives in here. 243 00:21:37,368.1828182 --> 00:21:40,68.1828182 As an example, if you're doing a lot of outreach, you might want clay. 244 00:21:40,428.1828182 --> 00:21:43,248.1828182 If you are building a lot of video, you might want the script. 245 00:21:43,248.1828182 --> 00:21:46,468.1828182 If you're doing design, maybe it's Canva, I love it. 246 00:21:46,468.1828182 --> 00:21:47,698.1828182 I'm gonna check out, ADIO. 247 00:21:47,708.1828182 --> 00:21:52,23.1828182 I haven't played with that one yet, so really curious to see how that works. 248 00:21:52,323.1828182 --> 00:21:52,803.1828182 it's a good one. 249 00:21:53,103.1828182 --> 00:21:54,153.1828182 somebody's got a display. 250 00:21:54,153.1828182 --> 00:21:56,103.1828182 Salesforce, it's so expensive. 251 00:21:56,403.1828182 --> 00:21:57,528.1828182 And HubSpot too. 252 00:21:57,558.1828182 --> 00:22:03,768.1828182 I implemented HubSpot for a client not that long ago, and once your contacts go up, it gets expensive. 253 00:22:04,203.1828182 --> 00:22:08,673.1828182 Oh, you didn't have Marketo on the list, which is what I've been using the last several times. 254 00:22:08,723.1828182 --> 00:22:09,413.1828182 Yeah, for sure. 255 00:22:10,458.1828182 --> 00:22:14,788.1828182 So you did a little bit of an example of SEO and you showed us your tech stack. 256 00:22:15,208.1828182 --> 00:22:31,958.1828182 I wanted to talk through, a EO and like how can the tech stack help how, if you're thinking like full funnel lens and your workflow, how can folks get into LLMs? I think that's the thing that people are most concerned about, compared to SEO these days is the changing buyer behavior. 257 00:22:32,88.1828182 --> 00:22:37,173.1828182 how do you really get your own brand entity in these search results? Yeah. 258 00:22:37,173.1828182 --> 00:22:41,358.1828182 So when you say EO, you mean answer engine optimization, I am. 259 00:22:41,658.1828182 --> 00:22:49,278.1828182 The proliferation of acronyms is oh my gosh, I hear A-O-G-E-O-A-I-O, and then you've got AI overviews and AI mode. 260 00:22:49,328.1828182 --> 00:22:52,888.1828182 But I think the whole point is that you want your company. 261 00:22:53,78.1828182 --> 00:22:57,968.1828182 Or your content and results to show up in any kind of AI search. 262 00:22:58,418.1828182 --> 00:23:09,818.1828182 And what I've heard from a lot of SEO teams is that traditional SEO techniques are still valid, but there are a couple of things that will increase the likelihood that you end up in an LOM. 263 00:23:10,208.1828182 --> 00:23:13,478.1828182 And the first one is that you provide context. 264 00:23:13,753.1828182 --> 00:23:17,923.1828182 To the search bot because with SEO it was very keyword driven. 265 00:23:18,133.1828182 --> 00:23:30,323.1828182 It was looking for repetition of keywords and keyword phrases, and so as a writer, you'd have to get creative and figure out how many times you could use a particular keyword on a page and make sure your meta tags were sorted. 266 00:23:30,323.1828182 --> 00:23:34,468.1828182 And now it's more about providing a very detailed answer. 267 00:23:34,718.1828182 --> 00:23:42,38.1828182 To a question because what the LLM wants to do is find the answer to a user's question that fits. 268 00:23:42,378.1828182 --> 00:23:48,288.1828182 the other thing that I've heard is starting to have a big impact is your credibility. 269 00:23:48,803.1828182 --> 00:23:53,123.1828182 the way you build your credibility is by being mentioned on authoritative sites. 270 00:23:53,203.1828182 --> 00:24:01,763.1828182 do you have quotes on the New York Times? Are you listed in Wikipedia? Are you mentioned in Reddit forums? the LLMs search that as part of their training data. 271 00:24:01,763.1828182 --> 00:24:09,383.1828182 if you are showing up on those sites, it will tag you as a credible source and it's more likely to source your content. 272 00:24:10,808.1828182 --> 00:24:24,773.1828182 Do you think there's a world where SEO managers start to go away and we see answer graph managers or other really AI specific search folks come into play? Yeah, I think so. 273 00:24:24,833.1828182 --> 00:24:33,908.1828182 I mean it's a bit early to tell, but given that we know the World Economic Forum says there's going to be 170 new jobs by 2030. 274 00:24:34,163.1828182 --> 00:24:38,3.1828182 I'm sure answer Engine Architect is going to be one of those. 275 00:24:40,688.1828182 --> 00:24:48,608.1828182 I talk to a lot of marketing leaders who maybe aren't experts in. 276 00:24:49,343.1828182 --> 00:24:51,563.1828182 AI and maybe aren't experts in SEO. 277 00:24:51,573.1828182 --> 00:25:06,313.1828182 If someone's using, to create content, what strategies should folks be thinking about so they can think about the distribution side of being cited in LLM, is it about being on credible websites? As well as doing more pr. 278 00:25:06,313.1828182 --> 00:25:17,403.1828182 Is it the FAQ strategy? What's your take there? Sadly, I think you have to do all of it, that's what makes this feel so overwhelming, but lucky we have AI here to help us. 279 00:25:18,583.1828182 --> 00:25:26,813.1828182 if you try and tackle this manually, it is going to feel insurmountable that's why you need to take advantage of the tools that you have available today. 280 00:25:26,813.1828182 --> 00:25:32,963.1828182 And there's lots of really great SEO platforms that are coming up now like Scrunch and Profound. 281 00:25:33,153.1828182 --> 00:25:41,343.1828182 if you want something less enterprise like Surf or SEO, and what they do is they help you create your entire. 282 00:25:41,763.1828182 --> 00:25:53,373.1828182 A AEOs strategy, if you will, and they'll audit your technical SEO to make sure that your schema and markup are right, that you're giving the bots access. 283 00:25:53,373.1828182 --> 00:25:55,703.1828182 Like I talked to a company six months ago and they're like no. 284 00:25:55,703.1828182 --> 00:25:57,413.1828182 We don't let the bots on our website. 285 00:25:57,413.1828182 --> 00:25:58,69.1828182 And I was Oh no. 286 00:25:59,63.1828182 --> 00:26:01,853.1828182 Like you didn't realize that people aren't going to visit your website anymore. 287 00:26:01,853.1828182 --> 00:26:03,803.1828182 They're just gonna look for information in an NLM. 288 00:26:03,803.1828182 --> 00:26:05,753.1828182 And they're like, oh no, we want them to come to our website. 289 00:26:05,783.1828182 --> 00:26:23,133.1828182 And I was like, they're just not going to sometimes you just cannot convince people to do it a particular way, but it's things like that, getting your technical SEO set up and then it's, mostly about context and making sure that you are answering the right questions in the right way for an LLM. 290 00:26:24,843.1828182 --> 00:26:25,533.1828182 You talked about. 291 00:26:26,593.1828182 --> 00:26:29,773.1828182 Having to do everything to compete in this new world. 292 00:26:30,33.1828182 --> 00:26:32,763.1828182 that can be overwhelming but you're right, AI can help. 293 00:26:33,43.1828182 --> 00:26:40,43.1828182 I remember you shared that you redesigned your marketing workflows and it went from, eight hours down to 30. 294 00:26:40,733.1828182 --> 00:26:55,653.1828182 Talk to me about what roles or tasks were absorbed in that time and how did you use that time differently? I think in that particular use case I was working with a team and there's actually two workflows that really helped them out. 295 00:26:55,653.1828182 --> 00:27:01,523.1828182 The first was they're an international company and they were doing all of their translation manually. 296 00:27:01,773.1828182 --> 00:27:07,403.1828182 they would hire translators then the translators would work for a couple of weeks that would come back. 297 00:27:07,583.1828182 --> 00:27:12,723.1828182 They would review it internally and then it would go back for edits So it was a six week cycle. 298 00:27:13,383.1828182 --> 00:27:19,473.1828182 What we did was we helped them create a custom GPT using all of their brand documentation. 299 00:27:19,503.1828182 --> 00:27:27,673.1828182 'cause they had very specific requirements for things like product names unique vernacular for that industry that they wanted to train it on. 300 00:27:28,163.1828182 --> 00:27:30,943.1828182 we tweaked it for, German, Italian, and French. 301 00:27:31,208.1828182 --> 00:27:33,218.1828182 they got to the point where it was so good. 302 00:27:33,398.1828182 --> 00:27:37,48.1828182 They, quartered the number of human translators. 303 00:27:37,498.1828182 --> 00:27:40,948.1828182 They did the translation directly live with the team. 304 00:27:41,248.1828182 --> 00:27:46,438.1828182 Then they sent it off for one fast review and they could do this in two weeks instead of six. 305 00:27:46,688.1828182 --> 00:27:49,748.1828182 that's a huge savings in time and money. 306 00:27:50,793.1828182 --> 00:27:53,103.1828182 the second one was their video production team. 307 00:27:53,133.1828182 --> 00:27:53,883.1828182 Same kind of deal. 308 00:27:53,883.1828182 --> 00:27:54,633.1828182 Took forever. 309 00:27:54,663.1828182 --> 00:27:57,423.1828182 To get these, they'd get a request from the marketing team. 310 00:27:57,433.1828182 --> 00:28:03,373.1828182 Instead, what they did was they said, let's have a kickoff ideate in the room together, and we'll storyboard live. 311 00:28:03,698.1828182 --> 00:28:06,38.1828182 Using chat, GPT image creation. 312 00:28:06,758.1828182 --> 00:28:10,118.1828182 And so they would just do it in the meeting in a 30 minute meeting. 313 00:28:10,118.1828182 --> 00:28:21,708.1828182 So instead of that having to take two or three weeks, they just did it all at once and then went straight into production I think it's crazy to me not only saving resources and time, but just the speed to get to market unbelievable. 314 00:28:22,803.1828182 --> 00:28:29,883.1828182 Yeah, and now you have these no code platforms like lovable and rep lit, and as a marketer it's brilliant. 315 00:28:29,883.1828182 --> 00:28:31,953.1828182 If you have an idea, you could just. 316 00:28:32,538.1828182 --> 00:28:38,838.1828182 Talk it out and experiment until this, say rep lip builds it for you and then you go and test it. 317 00:28:39,18.1828182 --> 00:28:47,538.1828182 And if people like it, if your customers think it's helpful and they wanna use it, then you can go back to your development team and say, Hey, I have already validated this idea. 318 00:28:47,538.1828182 --> 00:28:52,438.1828182 I feel like, the MVP used to be the realm of the product and development teams. 319 00:28:52,798.1828182 --> 00:28:56,818.1828182 And then you as a marketer would have to say, okay, now we have the MVP, let's go out and test it. 320 00:28:56,868.1828182 --> 00:29:06,648.1828182 The marketing team will be responsible for the MVP and they will validate, and then once they've done that, it'll go into proper full design and development work. 321 00:29:07,558.1828182 --> 00:29:15,988.1828182 it's, gonna be really interesting to see how the role of product managers versus product marketing and a marketing strategy changes product development overall. 322 00:29:16,558.1828182 --> 00:29:17,813.1828182 I think that's a fascinating concept. 323 00:29:18,418.1828182 --> 00:29:18,598.1828182 Yeah. 324 00:29:18,598.1828182 --> 00:29:23,788.1828182 I think if you're a product marketer at the moment, you should really be paying attention because I don't think they're going away. 325 00:29:23,848.1828182 --> 00:29:28,648.1828182 that job is gonna become more important, but you are going to have to be much more adaptable. 326 00:29:28,978.1828182 --> 00:29:48,778.1828182 Yeah, product marketers are gonna have to think about their jobs differently, and they're going to have to take on more of the minds of a brand manager at A-A-C-P-G company where they own a little bit of the p and l and the strategy, and make sure that product's developing as well as the marketing is, targeting the right people and moving at the right channels and the right places. 327 00:29:49,473.1828182 --> 00:29:50,163.1828182 exactly. 328 00:29:51,308.1828182 --> 00:29:55,368.1828182 Yeah, so talking about jobs and what it's gonna look like. 329 00:29:55,488.1828182 --> 00:30:07,68.1828182 There's been a wave of CEOs talking lately about, if AI can do it, we're not hiring or we're gonna test to make sure that AI can do it, and then we'll figure out if we're gonna hire. 330 00:30:07,318.1828182 --> 00:30:14,178.1828182 we're also seeing a lot of companies just really holding off on Backfills, that they think, maybe AI can absorb a lot of the work. 331 00:30:14,398.1828182 --> 00:30:17,368.1828182 So it creates this really tricky moment for teams, I think. 332 00:30:17,398.1828182 --> 00:30:27,328.1828182 And I'm curious, how you're thinking about, teams being motivated and supportive especially with changing expectations or roles like PMM becoming much bigger. 333 00:30:27,378.1828182 --> 00:30:43,923.1828182 how does that look for the folks you're working with? Yeah, and I did a, HR Leaders Summit about six weeks ago, and they were sharing some of their data with me, a lot of portfolio companies and the HR people were. 334 00:30:45,708.1828182 --> 00:30:49,798.1828182 Maybe anxious because their recruitment, had just gone off a cliff. 335 00:30:49,848.1828182 --> 00:30:54,793.1828182 as HR leaders, they're like, what am I gonna do with all my recruiters? we're not recruiting as much anymore. 336 00:30:55,253.1828182 --> 00:31:01,323.1828182 when we are recruiting, we're using a lot of AI and tools that make it easier or streamline the process. 337 00:31:01,423.1828182 --> 00:31:03,393.1828182 we know for sure that's happening. 338 00:31:03,613.1828182 --> 00:31:09,433.1828182 we talked through some of the strategies they were employing at their company to. 339 00:31:10,163.1828182 --> 00:31:17,253.1828182 reassure folks it's scary and makes people anxious when they don't know what's coming. 340 00:31:17,533.1828182 --> 00:31:20,173.1828182 for leaders of teams, you need to be honest. 341 00:31:20,483.1828182 --> 00:31:28,793.1828182 if you don't know what's going to happen at your company, you're better off just saying, look we don't know exactly what we know is that this is the current situation. 342 00:31:28,973.1828182 --> 00:31:31,793.1828182 We're doing our best to navigate it with you. 343 00:31:32,3.1828182 --> 00:31:38,333.1828182 We cannot promise there won't be layoffs or hiring freezes, but here's how we're gonna support you through this. 344 00:31:38,423.1828182 --> 00:31:45,773.1828182 And then I think the biggest thing, the most important thing for companies to do is train your employees. 345 00:31:46,38.1828182 --> 00:31:56,228.1828182 How to use AI it still surprises me how few, I think the Marketing AI Institute just released their state of AI and marketing report, and it's it's still only 40%. 346 00:31:56,528.1828182 --> 00:31:59,948.1828182 Training their employees on how to use ai, which blows my mind. 347 00:32:00,398.1828182 --> 00:32:10,568.1828182 Maybe I'm unfairly biased given I'm an AI trainer, but I still think when you see the positive benefits of taking the time to do that, one, it upskills your employees. 348 00:32:10,598.1828182 --> 00:32:15,248.1828182 It makes them feel supported, it makes them more productive and efficient, and it makes them happier. 349 00:32:15,248.1828182 --> 00:32:19,268.1828182 So I'm like why wouldn't you do it? the benefits of it are just multifaceted. 350 00:32:19,578.1828182 --> 00:32:22,478.1828182 to me as a leader you need to invest in training. 351 00:32:24,513.1828182 --> 00:32:25,473.1828182 I completely agree. 352 00:32:25,523.1828182 --> 00:32:37,703.1828182 training is such a critical aspect of developing your employees, but getting the biggest return on your investment, right? If you're not investing in your talent, making sure they have the newest skills, how are you? Yeah. 353 00:32:38,13.1828182 --> 00:32:50,613.1828182 One thing I am still surprised that I run into and I really wanted to pick your brain about was there's just a lot of people who aren't adopting AI and they're talking about, oh, it doesn't really work. 354 00:32:50,613.1828182 --> 00:33:09,493.1828182 Or even somewhat alluding that it's a fad I really wanted to pick your brain on what actually is their perspective and have you run into people like that and how do you help them see your perspective? Yeah, that's a tough one because there are some people who it's really hard to change their mind. 355 00:33:10,153.1828182 --> 00:33:12,73.1828182 They don't want you to change their mind. 356 00:33:12,73.1828182 --> 00:33:17,728.1828182 I feel like I'm an AI optimist and talk a lot about the value and benefits and how to take advantage of that. 357 00:33:17,728.1828182 --> 00:33:19,828.1828182 But I guess everybody's different. 358 00:33:19,828.1828182 --> 00:33:30,778.1828182 There may be times where AI isn't the right tool for the job, and one of the things that I do when I work with a company on implementation is sitting down and helping them. 359 00:33:30,953.1828182 --> 00:33:43,633.1828182 Run an audit and figuring out where it makes sense and where it doesn't, because I do find sometimes people try to apply AI to everything or the wrong thing, and then they get frustrated and then it's not meant to do that. 360 00:33:43,663.1828182 --> 00:33:48,123.1828182 So helping them understand what it's good at is sometimes a real eye-opener. 361 00:33:48,518.1828182 --> 00:33:51,488.1828182 And then they're like, oh, okay, now I get it. 362 00:33:52,178.1828182 --> 00:33:57,638.1828182 you have to collaborate and iterate for you and your company to get to that answer. 363 00:33:58,108.1828182 --> 00:33:58,398.1828182 Yeah. 364 00:33:58,788.1828182 --> 00:34:00,3.1828182 A, and then they'll there. 365 00:34:00,243.1828182 --> 00:34:03,63.1828182 They're always gonna be somebody who's like playing the violin, going down with the ship. 366 00:34:03,968.1828182 --> 00:34:05,48.1828182 They want the easy button. 367 00:34:05,158.1828182 --> 00:34:05,968.1828182 Exactly. 368 00:34:06,478.1828182 --> 00:34:13,438.1828182 By 2027, the hardest marketing job to fill will be blank because blank. 369 00:34:14,778.1828182 --> 00:34:16,938.1828182 Multimodal content strategist. 370 00:34:16,998.1828182 --> 00:34:17,538.1828182 I like Ooh. 371 00:34:18,798.1828182 --> 00:34:28,888.1828182 Which means, because we have all these platforms now where they do text to image, text to video, text to voice, the job will be to work with these platforms to create this kind of content. 372 00:34:29,308.1828182 --> 00:34:34,348.1828182 But because it's so new and they're so difficult sometimes to get consistency, that's gonna be a hard role to fill. 373 00:34:34,978.1828182 --> 00:34:35,878.1828182 you're spot on. 374 00:34:36,628.1828182 --> 00:34:37,833.1828182 We'll see Tony. 375 00:34:38,208.1828182 --> 00:34:41,648.1828182 I don't know if you remember, we do a quick hits. 376 00:34:41,798.1828182 --> 00:34:47,678.1828182 Let's just ask you a few questions to understand how you think and get your expert opinion on something. 377 00:34:47,678.1828182 --> 00:34:49,448.1828182 So you're ready for some quick questions. 378 00:34:50,423.1828182 --> 00:34:50,993.1828182 Let's do it. 379 00:34:51,388.1828182 --> 00:35:01,603.1828182 What's one AI workflow that go-to market teams should try this week? Auto generate a sales deck based off a sales transcript. 380 00:35:01,733.1828182 --> 00:35:06,473.1828182 if your company uses something like Gong or Sybil, it records all of that for you. 381 00:35:06,863.1828182 --> 00:35:09,323.1828182 Take the transcript, turn it into an outline. 382 00:35:09,323.1828182 --> 00:35:13,583.1828182 Drop that outline into something like Google Slides and create your deck off that. 383 00:35:14,693.1828182 --> 00:35:15,473.1828182 I like that one. 384 00:35:16,363.1828182 --> 00:35:29,33.1828182 What role on a go-to-market team is under leveraging AI right now? I think it's probably the sales reps, and the reason I say that is are. 385 00:35:29,838.1828182 --> 00:35:35,718.1828182 the most customer prospect facing, and they're out there chatting with people, talking to people, having conversations. 386 00:35:35,958.1828182 --> 00:35:37,188.1828182 So it's very face-to-face. 387 00:35:37,548.1828182 --> 00:35:44,138.1828182 And it might be something to do with the persona type, but they they love their process and they do always been doing it the way they've done it. 388 00:35:44,498.1828182 --> 00:35:48,158.1828182 But there's some amazing AI platforms out there that help them. 389 00:35:48,558.1828182 --> 00:35:55,898.1828182 One that I just came across is substrata, it connects into your email and calls, and will help you identify. 390 00:35:56,183.1828182 --> 00:35:57,23.1828182 social signals. 391 00:35:57,23.1828182 --> 00:36:06,673.1828182 So it'll tell you if a deal's at risk if the person is hesitant or if there are underlying things that might impact the deal and give you insights into them as a person. 392 00:36:06,673.1828182 --> 00:36:12,333.1828182 And to me, that's so valuable because the secret of closing a deal, is understanding the person you're talking to. 393 00:36:12,843.1828182 --> 00:36:23,943.1828182 What's your favorite non-obvious AI use case that you're loving right now? Creating QBR based on product info. 394 00:36:24,123.1828182 --> 00:36:35,13.1828182 So you can go to the product team and you can say, Hey, gimme a list of our top 10 customers and all of their product usage, and you can pop that into your LLM and ask it to analyze it for you, and you can create. 395 00:36:35,463.1828182 --> 00:36:39,3.1828182 Basically like a full QBR report that you can use that as part of your QBR. 396 00:36:39,798.1828182 --> 00:36:40,248.1828182 Wow. 397 00:36:41,208.1828182 --> 00:36:53,358.1828182 Complete this sentence in 2026, the go-to market leaders winning biggest will be the ones who, Understand where to deploy AI and where to Deploy humans. 398 00:36:53,968.1828182 --> 00:36:56,939.1828182 the balance is knowing what works for what in your company. 399 00:36:57,523.1828182 --> 00:37:00,853.1828182 I love that because it's this concept around AI fluency. 400 00:37:00,853.1828182 --> 00:37:07,513.1828182 You have to know the limitations of AI and also be able to envision what's possible so you know who to deploy. 401 00:37:08,203.1828182 --> 00:37:08,693.1828182 Exactly. 402 00:37:09,363.1828182 --> 00:37:11,193.1828182 I'm sneaking one in this time, Ken. 403 00:37:11,613.1828182 --> 00:37:22,718.1828182 So what's one thing that you would tell every go-to-market leader who's overwhelmed by AI right now? Start small, but don't hesitate. 404 00:37:22,908.1828182 --> 00:37:24,588.1828182 there are a lot of people who are so overwhelmed. 405 00:37:24,588.1828182 --> 00:37:27,48.1828182 They're like, this is just too much, and they stick their head in the sand. 406 00:37:27,48.1828182 --> 00:37:28,68.1828182 If I ignore it, it'll go away. 407 00:37:28,98.1828182 --> 00:37:29,358.1828182 I'm like, this is not going away. 408 00:37:29,748.1828182 --> 00:37:31,158.1828182 So take a deep breath. 409 00:37:31,398.1828182 --> 00:37:34,218.1828182 Start small, but start small now. 410 00:37:34,278.1828182 --> 00:37:34,848.1828182 Not later. 411 00:37:35,638.1828182 --> 00:37:37,348.1828182 I'm gonna use the Nike expression here. 412 00:37:38,743.1828182 --> 00:37:39,523.1828182 Just do it. 413 00:37:40,473.1828182 --> 00:37:42,538.1828182 Tahnee friend of the pod. 414 00:37:42,538.1828182 --> 00:37:45,268.1828182 We are so lucky that we got to have you back again. 415 00:37:45,268.1828182 --> 00:37:52,388.1828182 Thank you so much for joining us and really appreciate all the support and partnership we've had with you over the past year. 416 00:37:52,978.1828182 --> 00:37:53,198.1828182 Yeah. 417 00:37:53,198.1828182 --> 00:37:53,678.1828182 Thank you. 418 00:37:56,387.2737273 --> 00:38:00,657.2737273 Erin, what'd you think of our conversation with Tahnee? It's always so fun chatting with her. 419 00:38:00,657.2737273 --> 00:38:08,457.2737273 She's got great ideas and I think what I took away from the conversation was how she breaks down working with folks who. 420 00:38:09,87.2737273 --> 00:38:35,62.2737273 Maybe are a little reticent to adopt AI doing that, assessment, or audit and walking people through the process of what needs to stay human and what can we automate? it is, a good reminder that really helps people grasp, what makes sense? What about you? One of the most important paradoxes that leaders are gonna struggle with over the next few years is being fluent in AI and also being a really strong people leader. 421 00:38:35,272.2737273 --> 00:38:48,902.2737273 Because in order for you to be able to thrive and even survive through all of this transformation that's happening, whether you are doing it or your competitors are, you need to understand what AI can do and what its limitations are, you need people to do that other work. 422 00:38:48,902.2737273 --> 00:38:56,282.2737273 And so you're gonna have to be even a better people leader, establish trust, build teams faster in order to win. 423 00:38:56,472.2737273 --> 00:38:58,842.2737273 In this case, they're gonna have to be proficient in both. 424 00:38:58,842.2737273 --> 00:39:07,192.2737273 I thought Tahnee really hit on that I think that's a really great takeaway and another takeaway from earlier in the show, is your DMV use case. 425 00:39:07,242.2737273 --> 00:39:17,622.2737273 I also heard you say something that Gens Spark has toppled Gamma as being your number one presentation tool, Hands down. 426 00:39:17,872.2737273 --> 00:39:18,652.2737273 That was your number one. 427 00:39:18,652.2737273 --> 00:39:20,632.2737273 What do they say? Loose opinion. 428 00:39:20,632.2737273 --> 00:39:21,982.2737273 I'm easily swayed. 429 00:39:21,982.2737273 --> 00:39:24,72.2737273 I, found gens Spark. 430 00:39:24,132.2737273 --> 00:39:32,442.2737273 I was on YouTube and I discovered it, and Gens Spark is a little different than other chatbots or lms. 431 00:39:32,502.2737273 --> 00:39:35,922.2737273 It's essentially layered on and figured out how to. 432 00:39:36,897.2737273 --> 00:39:40,437.2737273 Connect with chat GPT and other LLMs you might wanna use. 433 00:39:40,587.2737273 --> 00:39:42,237.2737273 And some of them are design ones. 434 00:39:42,237.2737273 --> 00:39:47,337.2737273 So as Erin mentioned, I can run a prompt, but I can also build stuff. 435 00:39:47,387.2737273 --> 00:39:49,52.2737273 Do you wanna see, Oh yeah. 436 00:39:49,517.2737273 --> 00:39:53,177.2737273 okay, so if I am. 437 00:39:53,677.2737273 --> 00:39:57,907.2737273 I've gotta see how I can call the DMB or any other customer service line. 438 00:39:57,917.2737273 --> 00:39:58,397.2737273 I'm ready. 439 00:39:58,742.2737273 --> 00:40:06,472.2737273 So I'm not gonna show you how to call the DMV, but what I wanna do is show you something that can save you a ton of time. 440 00:40:06,772.2737273 --> 00:40:10,522.2737273 Spar, as I mentioned, is a super agent, so it can do a lot of different things. 441 00:40:10,522.2737273 --> 00:40:15,712.2737273 But today I'm just gonna have us focus on building a pitch deck. 442 00:40:15,902.2737273 --> 00:40:17,672.2737273 I picked a company called Portside. 443 00:40:17,702.2737273 --> 00:40:18,722.2737273 They are a. 444 00:40:19,127.2737273 --> 00:40:28,717.2737273 Flight management system software, and I made this prompt earlier, but essentially I'm asking it to create a pitch deck aligned to their, brand voice. 445 00:40:28,777.2737273 --> 00:40:35,677.2737273 with some insight that I picked up from their site as well as at the bottom, I was able to have their color scheme incorporated. 446 00:40:35,897.2737273 --> 00:40:44,657.2737273 You could actually just take a screenshot of a brand guideline or even the website and have it pick up the colors needed, and then I just hit go. 447 00:40:46,712.2737273 --> 00:40:49,757.2737273 Is that the most fun is the hit and go, Yes. 448 00:40:50,12.2737273 --> 00:40:51,887.2737273 what's it gonna do? Yeah. 449 00:40:52,37.2737273 --> 00:41:12,57.2737273 And what I really like about, this functionality is it does tell you what it's doing and there's multiple steps so you can understand where something went wrong, which is part of the struggle with using any LLM or agent you can see that represented here as well, where it's telling you how it's thinking. 450 00:41:12,327.2737273 --> 00:41:14,517.2737273 If you're more technical, you can even see the coding. 451 00:41:15,237.2737273 --> 00:41:18,747.2737273 when it's ready, you can hit preview and start seeing what's built. 452 00:41:19,417.2737273 --> 00:41:31,307.2737273 What's really cool about this offering from Gens Spark is I use this heavily and haven't hit my credit limit yet, and I've been building a lot of PowerPoints, it's worth, the $20 a month. 453 00:41:32,97.2737273 --> 00:41:34,737.2737273 it's gonna have to be good because Gamma has gotten so much better. 454 00:41:35,352.2737273 --> 00:41:37,372.2737273 I know it's getting really good. 455 00:41:38,882.2737273 --> 00:41:40,352.2737273 I did a gen spark for. 456 00:41:40,352.2737273 --> 00:41:42,292.2737273 My sister's presentation. 457 00:41:42,342.2737273 --> 00:41:44,322.2737273 she's very nervous for the presentation she has in August. 458 00:41:44,322.2737273 --> 00:41:48,222.2737273 I took the transcript and loaded it in Jen Spark, it was actually pretty good. 459 00:41:49,57.2737273 --> 00:41:50,352.2737273 Really? Yeah. 460 00:41:50,402.2737273 --> 00:41:53,642.2737273 I did take it to chat, CBT, and I was like, here's a transcript from a conversation. 461 00:41:53,942.2737273 --> 00:42:00,472.2737273 I need a presentation that's going to last 60 minutes, Give me an outline that I can feed into another solution. 462 00:42:00,682.2737273 --> 00:42:03,292.2737273 And it did, and it was good That's really cool. 463 00:42:05,812.2737273 --> 00:42:12,652.2737273 Okay, so it's been about four minutes, but look at the quality of what it's giving you. 464 00:42:12,922.2737273 --> 00:42:16,72.2737273 Just for this one, I did ask for a specific image. 465 00:42:16,132.2737273 --> 00:42:19,162.2737273 I guess it's probably copyrighted, so shame on me. 466 00:42:19,162.2737273 --> 00:42:23,512.2737273 But you have a template here that you can access and you can drop that image in. 467 00:42:23,902.2737273 --> 00:42:27,802.2737273 And what I didn't tell you was I asked it to create a eight slide deck. 468 00:42:28,387.2737273 --> 00:42:38,17.2737273 On top of that, I also said, will you create templated slides so I can use it in the future? So it created a customer quote, slide it created one where I can do a cost comparison. 469 00:42:38,317.2737273 --> 00:42:41,77.2737273 This would've taken me hours, to finish. 470 00:42:41,77.2737273 --> 00:42:43,147.2737273 So this is a game changer. 471 00:42:43,477.2737273 --> 00:42:45,127.2737273 Is it perfect? Absolutely not. 472 00:42:45,347.2737273 --> 00:42:49,367.2737273 When you download it, you have to download it in PowerPoint and upload it to Google Slides. 473 00:42:49,527.2737273 --> 00:42:51,767.2737273 I was able to build this with these layouts. 474 00:42:51,767.2737273 --> 00:43:00,167.2737273 So I'm pretty impressed with the tool you know nothing about this industry necessarily, and even just the Challenger, he could go back to your screen. 475 00:43:00,467.2737273 --> 00:43:03,277.2737273 It shows, that challenger framework where it's like. 476 00:43:04,117.2737273 --> 00:43:08,217.2737273 Identifying the problem, where private aviation outdated tools. 477 00:43:08,267.2737273 --> 00:43:11,717.2737273 That's not something you would jump to immediately, but it gives you some of those points. 478 00:43:11,927.2737273 --> 00:43:17,267.2737273 I'd be curious to hear what this company has to say if those land with them or not. 479 00:43:17,267.2737273 --> 00:43:19,847.2737273 how long it takes them to build a pitch deck could be interesting as well. 480 00:43:20,242.2737273 --> 00:43:25,892.2737273 Maybe we'll send it to them and ask for their opinion so yeah, that's Gen Spark. 481 00:43:25,982.2737273 --> 00:43:28,382.2737273 I would encourage you to give it a try. 482 00:43:28,382.2737273 --> 00:43:30,482.2737273 It is worth 10 minutes of your time. 483 00:43:31,187.2737273 --> 00:43:31,847.2737273 I agree. 484 00:43:31,847.2737273 --> 00:43:35,767.2737273 I think it's gonna, change the speed at which I can get presentations done. 485 00:43:35,767.2737273 --> 00:43:37,147.2737273 I always like trying a new tool. 486 00:43:37,357.2737273 --> 00:43:49,937.2737273 Gamma's really sweet, kudos to Gens Spark for putting something out there that lands really appreciate you showing us that Ken, and, appreciate everybody that stuck with us and is listening to this podcast and all the support. 487 00:43:50,847.2737273 --> 00:43:53,757.2737273 Thank you to Tahnee Perry for coming back on the podcast. 488 00:43:53,757.2737273 --> 00:43:58,317.2737273 It's always fun to talk with her and she always has really great insights to share. 489 00:43:58,417.2737273 --> 00:43:59,527.2737273 if you liked what you heard today. 490 00:44:00,367.2737273 --> 00:44:03,397.2737273 Please subscribe, and share feedback with us. 491 00:44:03,397.2737273 --> 00:44:11,37.2737273 We wanna know what you wanna hear about, is there something that's getting you stuck that we can talk to an expert and help solve your problems? thank you again for listening. 492 00:44:12,357.2737273 --> 00:44:17,37.2737273 And let's keep crafting the future of go to market together. 493 00:44:17,337.2737273 --> 00:44:18,57.2737273 Yeah. 494 00:44:18,447.2737273 --> 00:44:19,557.2737273 Bye-bye. 495 00:44:19,832.2737273 --> 00:44:20,52.2737273 Bye.