October 30, 2025 • 30 mins
In this episode, we’re letting AI do the pitching. We prompted it to generate B2B campaign ideas, then we’re reacting to them by breaking down what would work, what wouldn’t and how we’d make them stronger.
Cocktail: Fall Sangria
Celebrity chef Bobby Flay crafted this sangria to capture the essence of fall in every sip. Inspired by the season’s bounty, it combines the tart brightness of blood oranges with the jewel-like sweetness of pomegranate seeds. Rosemary adds a fragrant, earthy touch that perfectly complements the citrus, while a splash of orange and pomegranate liqueur gives it warmth and depth.
Ingredients:
1 cup water
Juice of 1 blood orange
2 torn rosemary sprigs
1/4 cup orange liqueur
2 tablespoons pomegranate liqueur
1–2 tablespoons superfine sugar (to taste)
1 sliced blood orange
1/2 cup pomegranate seeds
1 bottle chilled dry sparkling red wine
Ice
Directions:
Stir the water, blood orange juice, rosemary sprigs, orange liqueur, pomegranate liqueur, and sugar in a pitcher until combined.
Add the sliced blood orange and pomegranate seeds.
Refrigerate overnight to let the flavors infuse.
When ready to serve, add ice to the pitcher and stir in the sparkling red wine.
Serve chilled.
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Host: Rich Mackey
Producer: Zac Hazen
About Antidote 71:
Think of us as your very own offsite, highly effective team of local marketing growth experts, from digital marketing to traditional (who you’d also happily grab a beer with). Antidote 71 is equal parts skill and personality. We’re super fun to hang out with (in our opinion) and exceptionally good at what we do. We love our work and care about the people we work with.
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:06):
61% of B2B marketers say AI has sped up their
campaign ideation process, butgreat campaigns still need a
human touch to truly connectwith audiences.
We're going to discover ifthat's true in today's episode.
SPEAKER_00 (00:19):
So our question can AI create a B2B campaign idea
that would actually work?
And how would we make it better?
So we're going to let AI do thepitching.
Zach prompted.
Did you take the promptingcourse?
Did you do that one?
Yeah, I did.
Oh, okay.
Good.
So he's learned to prompt.
Um, because garbage in, garbageout.
So uh hopefully it was goodstuff in, because I have
(00:40):
confidence in Zach.
Um but yeah, basically promptedit to create some campaign ideas
for our agency, and we're goingto share those with you and talk
about what works and whatdoesn't.
SPEAKER_01 (00:53):
But right now we're going to talk about this
episode's cocktail, which is afall sangria.
Uh the fall sangria in this casewas created by Bobby Flay, as
I'm sure all of you know whothat is.
SPEAKER_00 (01:04):
Yeah, you're on a food network kick the last
couple of these.
SPEAKER_01 (01:08):
I know.
They're interesting.
The recipes are kind ofinteresting.
They're like more like partyfocused or like gathering
focused.
So it's kind of fun.
So this drink is very fall, hasa lot of blood oranges,
pomegranate seeds, rosemary, uh,sparkling dry red wine, and uh,
you know, a splash of orange andpomegranate liqueur.
(01:28):
And uh sounds very good to me.
SPEAKER_00 (01:30):
Yeah.
So um we fun fact, we have umdehydrated blood oranges in our
freezer because we had we neededa blood orange for like some
sort of cocktail.
I don't know, but you justneeded like the juice of half of
it or whatever.
So we took the other half andjust sliced them all and then
dehydrated them and stuck themin the freezer for garnishes.
So anyway, uh you start with onecup of water.
(01:52):
What a boring way to start areps recipe.
Um, the juice of one bloodorange, uh, two torn rosemary
sprigs, um, one quarter cuporange liqueur, two tablespoons
of pomegranate liqueur, uh, alittle bit of super fine sugar
to taste, so one to twotablespoons.
So this is not your normalgranulated sugar.
This is literally called superfine sugar, uh, and it dissolves
(02:15):
much faster and easier.
So you're gonna want that.
Uh slice of blood orange andthen a half a cup of pomegranate
seeds and a bottle of chilleddry sparkling red wine.
So that can be a weird one tofind.
So you could do a lambrusco.
That's an Italian that's asweet.
Um, I don't know if that's, Idon't think that's dry though.
(02:36):
Um, but they have it.
Uh most people think ofsparkling as white, um, but
there are red wines.
Um, sparkling pinot noir isdelicious.
It's fantastic.
So uh water, blood orange juice,rosemary sprigs, orange liqueur,
pomegranate liqueur, and sugar.
Put those all in a pitcher andstir them.
So no shaking on this bad boy.
(02:57):
Um, you'll know it's combinedwhen the sugar is dissolved,
basically.
So you'll be good there.
Um add the sliced blood orangeand pomegranate seeds.
So you just dump those inbecause it's like Zach said,
this is like a party festivekind of a thing.
Uh and then refrigerate itovernight.
Sangria always must berefrigerated overnight to let
the flavors infuse.
(03:17):
Uh when you're ready to serveit, add ice to the pitcher and
stir in the sparkling red wine.
Um, so if you were using flatred wine, you would put it in
the night before likeeverything.
But since it's sparkling, youwant that fresh fizz and bubble
uh on there when you serve it.
So just ice, stir in thesparkling red wine, serve that
baby, uh chilled, and it shouldbe really refreshing, especially
(03:39):
if you're having unseasonablywarm weather at Thanksgiving,
which who knows?
It could be 20 degrees here, itcould be 80 degrees here.
So and again, Bobby Flay fromFood Network.
Thanks, Bobby.
That was great.
Um totally my wheelhouse.
I would 100% do this one.
Um also, did you notice like I'mrepping the uh Gen Xers today
(04:01):
with my 1971 shirt?
SPEAKER_01 (04:03):
I was gonna say, what's the story behind that?
SPEAKER_00 (04:05):
It's just so I got a different shirt that uh for my
workouts that I think ishilarious and accurate.
It says uh kinda fit, sort offat.
Um and I'm like, yeah, that'swhere I'm at.
I'm like in between the two.
Um and then they had uh freeshipping, but you had to buy
two.
And so this was they had a 1976,and I'm like, well, surely they
(04:26):
have other ones besides just 76.
That's dumb.
And so I looked and they did.
They had a 1971, and so Ithought, hey, that'd be a nice
shirt.
And so I wore it today to becasual and represent Gen X.
Gen X.
Uh, and also just give a clue topeople as where the 71 in her
name comes from.
There you go.
All right.
All right.
(04:47):
Well, should we take a break andget back into it and see what
this uh AI tool did for you?
SPEAKER_01 (04:54):
Yeah, see what it came up with.
I'm excited.
SPEAKER_00 (05:03):
All right, so a couple of stats I think that
really set this up.
So uh again, if you're justjoining us, although why would
you just join us midway through?
I guess people could.
Um Zach prompted AI to create acouple of B2B campaigns for us,
and we're gonna go throughthose.
Uh, but first, um basically 75%of marketers are saying that AI
gives them more time to refinestrategy rather than start from
(05:25):
scratch.
So instead of starting from ablack page and their brain,
they're actually using AI togive them those thought
starters.
Um, I've seen this with writersas well when they get writer's
block.
Like not using AI to write, butusing AI to like give them ideas
to get them beyond the writer'sblock.
SPEAKER_01 (05:42):
I feel like that's been super helpful for probably
Isaac and definitely me.
I mean, staring at a blank pagejust sucks.
So having, you know, AI give youthe starting point is great.
SPEAKER_00 (05:52):
Isaac created his own custom research agent for a
specific client because theyresearch from specific places
and specific things and it goesout and finds research for him,
which is interesting.
Um so the other piece of thisthough is you need a strong
brand narrative.
If you have a strong brandnarrative, your campaign is two
and a half times more likely todrive conversions than if you
just have a bunch ofdisconnected ideas.
(06:14):
Hmm, Zach, who would ever do acampaign with disconnected
ideas?
Not us.
SPEAKER_01 (06:19):
And the reason I included that stat, so I'm just
gonna give a little bit ofbackground on how I prompted,
just to give our listeners andyou a little more perspective on
what I did.
So I kept myself, I limitedmyself to three prompts because
I wanted to give it a startingpoint and I didn't want to I
didn't want to guide it too muchbecause I wanted to see its full
capabilities.
(06:40):
So first I told it all about whowe are and kind of just gave it
like a little bit of abackground and said, I'm
creating a two, I want I needhelp creating two B2B campaigns.
This is who we are, these aresome of our goals, this is how
we want to grow.
And so I prompted it there tostart.
It was okay, like it was finewhen I got back.
(07:01):
I wanted to iterate a littlefurther, so I said, put yourself
in the shoes of a marketing teamwith like years of expertise,
and I like kind of split it upby like position, so like a
content marketing specialist,like what would the president of
Annual 71 care about, stuff likethat.
And then finally, I uh the finalthing I did was basically I gave
(07:27):
them I I narrowed it down to twospecific campaign ideas that it
presented to me because I askedfor several, and this is kind of
what it came up with.
So the last step was justnarrowing it down into what it
thought would be the mosteffective.
SPEAKER_00 (07:41):
So I want to break this down for a little bit for
everybody because you did acouple of key things in AI
prompting.
Um one is you gave it context,right?
Because AI doesn't have contextunless you tell it where to go
get context, or give it thecontext.
So you give it context about whowe are.
I think the more important pieceof that and the thing that is
starting to work well until itlike they become self-aware and
(08:03):
take over, um, is you gave it arole.
Put yourself in the shoes.
You are a, you know, contentspecialist coming up with ideas
for this audience.
You've got to pass those off tothe president, he's got to
approve them.
These are some things like yougave it a role as if it was a
team member, which I realizefreaks some people out.
(08:26):
Like they get a little creepedout by that, but um it really
can help it because again, andthese are large language models,
so they can go out to theinternet and look at job
descriptions for that role, youknow, people's blogs for who are
in that role, people's LinkedInprofiles who are in that role.
They can go find all kinds ofthings on people in a specific
(08:47):
role.
It's an easy thing for them togo look for.
Um, I think those things arereally important.
Um, the other one is you askedit for a bunch of stuff at the
beginning, um, like a bunch ofideas first.
Like, don't just go build me acampaign, just give me ideas for
campaign themes or campaigns.
Um, that lets you, the human,still be in control of the
direction you go.
(09:08):
Um, you get those ideas and thenyou can choose which ones you
want to refine, which is exactlywhat you did.
So kudos on um the solid AIprompting there.
I I do love that you wereworried about like leading the
witness, and so you didn't giveit too much.
Yeah.
SPEAKER_01 (09:23):
Um because I feel like I could have spent a long
time doing it, and it was justlike, and I almost did because I
was like, okay, some of theseideas are okay.
Like I feel like if I reallynailed this down, like you could
come up with something good.
But again, like I said, we needto let it do its thing because
we want to showcase like what itcan do, like from a basic
(09:44):
standpoint where you're in acrunch, you need some ideas, and
yeah.
SPEAKER_00 (09:49):
So and it's an experiment, so you didn't want
to fully control the result.
You you wanted to use the toolsyou had appropriately, but see
where it went and what it comesup with, which can be really
fun.
Um, side note, did you see thatthere's now there's now AI that
can learn and rewrite its owncode to interpret things
(10:11):
differently?
SPEAKER_01 (10:13):
No, I did not scary cow.
SPEAKER_00 (10:15):
I saw that when I was flying back yesterday.
It was just a news headline andI dug into it a little bit, but
not super deep.
But um, not completelyself-aware, but it can use its
successes, its failures,context.
Um, they're also looking at, um,and this is actually in a movie
too, different AI tools beingable to talk to each other and
(10:37):
share what worked for one ordidn't work and actually learn
off of each other.
They're coworkers.
SPEAKER_02 (10:41):
People do.
Yeah.
SPEAKER_00 (10:43):
Um, and I saw that on a movie preview.
It was basically like um, was ita movie?
No, it wasn't a movie.
It was actually a demo, um atech demo.
So they somebody had createdthis like um Android, basically,
an AI robot that could likefinally something useful.
It can do your house chores, itcan vacuum, it can fold laundry,
like things like that.
Um and what they said is as theylike it's just a prototype, but
(11:08):
as the goal is as they buildmore and more and more, they'll
be networked, which again,Skynet, hello, problem.
But um, the idea is if one ofthem learns how to use like a
specific Dyson vacuum, it cantell all the other ones how to
use that specific Dyson vacuum.
Uh all right, Zach.
So let's get into campaignnumber one.
I'm curious about this onebecause I did not read all of
(11:30):
the campaigns.
I didn't want to spoil it, Iwant to have a reaction.
SPEAKER_01 (11:33):
All right, so I'll do my best to give you kind of
an overview of everythingwithout you know going too
deeply into what each thing is.
We can kind of break that downas we like react.
So, campaign idea number one iscalled the future builders,
antidote 71 as the creativecatalyst.
So the big idea here is thatInadote 71 doesn't follow
(11:54):
marketing trends, doesn't justfollow marketing trend trends.
We build what's next.
The future builders positionsA71 as a partner for brands
ready to lead their industries,not just keep up.
So the str the strategic angleit gives is every B2B brand is
talking about the future, butfew are showing it.
The campaign turns innovationinto a store story worth
(12:16):
believing.
SPEAKER_00 (12:17):
Alright, so idea number one, that's interesting,
Zach, the future builders,people who are staying ahead of
the industry and helping theirclients lead the industry.
That's a great positioning,honestly.
Like so we came up with thepositioning?
SPEAKER_01 (12:30):
Yeah.
So I gave it some insights intowhat we were kind of like
looking for in 2026, but I wouldsay the biggest thing is that um
I think this has potential,right?
So like you say, it's a uniquepositioning, and I'm liking what
I'm seeing so far from it.
And uh it also provided somestuff for the campaign campaign
(12:52):
structure itself, so just someideas in terms of content and
things that we'll put out.
So I'll cover a few of those.
Uh they want to do a heroseries, which is like a
cinematic video and social likemedia post campaign, profiling a
handful of our clients, theycall them visionary clients,
that and the impact they've madethrough bold strategy and
(13:15):
storytelling.
And it's it emphasizes that thisisn't a case study, it's a
narrative.
So basically, it wants to tellthe story of our clients in an
interesting way rather than justsaying this is what we did and
this is how it happened.
And I think that's reallyinteresting.
Um especially like if you likefocus on things that are like
(13:36):
not normal, right?
So not your typical likestrategies that you would do in
BW marketing.
So showcasing stuff like that issuper interesting.
SPEAKER_00 (13:44):
Yeah, I like this, I like this idea.
Like, and the idea that likeit's very specific, like this
should be a narrative.
Um, so it's more like the waywe're consuming stuff, right?
Like you could um, if this was aseries of videos, which I think
is what it wanted, you couldbinge watch them if you wanted
to.
You could watch part of one, youcould skip around.
Um, it's kind of like um for me,it's how I watch Black Mirror on
(14:07):
Netflix because each episode isits own thing.
They don't tie to each other,they're all just some weird,
freaky thing.
And some of them honestly freakme out too much, and I'm like,
I'm never gonna watch this.
But like, you know, there wasone that was like a riff off
Star Trek that they did, andthen they did a follow-up to it,
and like so I would jump intothat one and then go back and
look at stuff.
So I like also it's just it's anarrative.
(14:28):
So this is, you know, moreNetflix, less LinkedIn, like
kind of a thing.
SPEAKER_01 (14:34):
And another piece of this is they want to make a
future builder hub.
So basically a micro site that'sreally scrollable and that
invites visitors to exploitthrough these stories by
industry, pain point, ortransformation.
So basically, it's almost likeyeah, like a micro site, right?
Where it's designed almost kindof like a resource center, but
(14:55):
not boring, is what it says.
Not a boring resource center.
So you're exploring differentthings within your industry.
So like we could put ourservices on a page like this and
then have those stories livethere, and it's its own site, so
it's almost like a landing pagealmost.
SPEAKER_00 (15:11):
Yeah, and I think that it also becomes like a
choose your own adventure story,right?
I don't know.
Did you have those when you werea kid?
Oh, those are my favorite books.
Oh, okay.
Yeah, same, same, same.
Um because like I think that youknow, things like services and
what we do and how we did itwould all be kind of hidden.
You'd be choosing your path andunderstanding where you need to
(15:31):
go.
And based on the information youget, you might go down a
different path or a newer one.
Like it's you know, it's reallyinteresting to me.
Mm-hmm.
Could take a lot to build.
SPEAKER_01 (15:42):
Uh so some of the other campaign structure things
that it like basically put out,everything would be powered,
would be have AI poweredpersonalization of some kind.
So that's so it says contentjourneys are shaped based on a
visitor's goals, like growth,rebrand, market disruption.
Um, it says social layer,Colonel Bite-sized story
(16:03):
teasers, and founders slashleadership sound bites designed
to feel raw, not polished.
So you're just getting thoughtleadership content out there.
And then the final piece of thisis events.
So it says event integration,future builder roundtables, so
basically webinars, but we hostthem with other forward-thinking
(16:24):
CMOs, creators, and innovators.
So we're not just saying we're apart of the future, we're
bringing people on that arehaving these new ideas that are
pushing the envelope.
SPEAKER_00 (16:33):
Yeah.
When um when I was client side,there was an agency we used um
in um in San Diego, Red Door.
Uh, I've mentioned them before,and Reed is their CEO, he's a
friend, he's a great guy.
Um and he got together currentclients, prospective clients,
and past clients.
At the point I was a past andperspective, I think, or
(16:54):
perspective.
Um, and we did dinners.
So we just sat around a table atdinner and he bought dinner and
we just all talked about whatwas going on in our marketing
worlds.
And so like it was um somebodyfrom like Cox Communications,
Petco, a credit union.
I was there from, I was at afinancial firm at the time.
And then like, and differentpeople would come in.
(17:16):
So like um he would he would tryto rotate it through so there
were different people.
And you couldn't always do it,right?
Like it just wouldn't fit theschedule.
Um, so I love this idea of around table because it's also
smaller.
You're not trying to do thisgiant event, you're just trying
to get some people together.
And honestly, if you buy themdinner and wine, like they're
(17:37):
gonna they'll be fine.
Um so I do like this.
I think um, you know, some ofthe things that work well, it
showcases strategic storytellingchops.
Um, you know, if we have those,um, would have to kind of talk
about what is true in this andwhat we can do and what we'd
have to like actually shift inour own, like because sometimes
a strategy makes you shift yourown like way of doing things.
(18:00):
Um it really focuses on theclients and uses those as proof
points, but it does it in a waythat's this storytelling what
if, this possibility, which Ilove, obviously.
I don't know how many times inthe last month I've said, well,
what if, what if?
Like, imagine this.
Um, and it and it pushes us as aforward thinker.
(18:20):
Like, we're not just doingwhat's what needs to be done
today.
So I like this one a lot.
Like, yeah.
SPEAKER_01 (18:25):
Um I I mean, I was curious what you were gonna
think of it, and I'm likehonestly, like pretty happy that
you like it because I was justlike, that was one of the
reasons I was like, oh, I couldspend all day just prompting
this to see where it can gobecause it's like such a good
starting point.
This one, specifically to me, ithas a lot of good bones, right?
So a lot of good, interestingideas.
Is it a fully laid-out campaignwith like deliverables and
(18:48):
assets?
No, but it's a great likestarting point.
And I think it kind of showsjust what a little bit of
prompting can do too, right?
Because I fed it a good amountof information and it was able
to come up with this.
Imagine if I did more than threeprompts and actually continued
with it.
I think it would be like in areally good spot.
SPEAKER_00 (19:10):
And that's um that I think is is a really good point.
It's like you can take this asdeep as you want to.
Like, and we're gonna debatethat on Friday.
We have our annual meeting thisweek.
Um, or by the time you hearthis, it might be the previous
week.
I don't know when this is when'sairing, but um it's it gives us
an idea to be able to like talkthrough what we're gonna do with
(19:32):
AI and what we're not gonna dowith AI.
So, like, this is a greatexample, and we might actually
use this, so you so bring this.
I mean, I guess I've got thedocument, but like, was this an
appropriate use of AI?
Did it go too far?
Did it not go far enough?
How far could we go?
You know, so getting, you know,do we feed it like here are our
clients and say, go look attheir results and here's a
(19:55):
report from the last year, andhave it actually start to pull
together the pieces of thenarrative.
SPEAKER_01 (20:00):
And can you standardize like the process of
prompting it to a point whereyou can consistently get good
results that are similar tothis, but like in a way that
doesn't pass those guardrailsthat we're gonna set, right?
SPEAKER_00 (20:12):
Yep.
Uh all right, campaign numbertwo.
We gotta get to that one.
SPEAKER_01 (20:15):
Um so this is kind of interesting because you kind
of literally just said this.
Campaign idea two is what if youcould.
And this is an emotion-firstbrand narrative.
So the big idea here is that wethrive on clarity and boldness.
What if you could is a brandforward campaign built to
challenge clients' assumptionsand make them feel the power of
(20:37):
possibility.
So the strategic angle is inB2B, emotion still wins.
Instead of listing capabilities,the campaign will actually start
with a single provocativequestion designed to spark
ambition, curiosity, andmovement.
SPEAKER_00 (20:52):
So this is um you see pharmaceutical companies do
this um like a lot.
They play with the what if, andthere's some tech companies or
like like an Accentureconsulting firms will do some of
this.
SPEAKER_01 (21:06):
Um, if this condition didn't hold you back,
yeah, that makes sense.
SPEAKER_00 (21:10):
It's really um interesting.
There's the one that is um, God,I can't remember the
pharmaceutical company, but theyhave like negative terms by like
like um like like incurable, andthen they do a little science-y
thing and the in like falls awayand breaks and it just becomes
curable.
(21:31):
I cannot remember who that is.
It's like Glaxo Smith Klein orone of those, who knows?
Um, again, bad because I can'tremember the name of the brand,
but um, but it is that like whatif all the negatives could be
positives?
What I like about this, andwe'll get into it in a second
with some of the structure, isit doesn't start with a
negative, it actually just posesa a positive.
(21:56):
Um, so it doesn't have to be thecontrast.
You can actually just pointpeople at the positive thing.
And there's a little bit likethe negative is a little bit in
these, like it's hinted atbecause you're solving a
problem.
SPEAKER_01 (22:08):
It's hitting your the pain point a little bit,
right?
So it's you're aiming at you'reaiming at things that clients
wish they could do, but don'tthink they can, which is
honestly like it's it would workreally well with the other
campaign because it's likeyou're forward thinking, right?
But this is another way of doingthat with a different campaign
structure.
SPEAKER_00 (22:29):
So was forward thinking one of your prompts?
SPEAKER_01 (22:32):
Like was that something yeah, so being like on
doing things basically, I saidwe want to stand out from the
like different like wave of likeB2B marketers that are falling
into the trap.
I'm kind of just likegeneralizing it, but that are
falling into the trap of doingwhat everyone else is doing.
So I really want to stand outbecause B2B marketing is a lot
(22:54):
of sameness.
So that was one of the prompts,and I think it really hit on
that one really hard.
SPEAKER_00 (22:59):
Okay, great.
All right, so structure, talk alittle bit about this.
SPEAKER_01 (23:04):
So there's some out-of-home digital, like
digital out-of-home stuff, astark minimal creative campaign
using questions like what ifyour story made people stop
scrolling?
What if your brand actually felthuman?
What if clarity wasn'tnegotiable?
And I think you could break thisdown by industry too, if you
really wanted to get into it.
(23:24):
Like, what if I I mean I'm noteven gonna try and come up with
a what if, but you could reallyget in more in-depth with these
questions, I think, and it wouldreally hit a lot harder.
SPEAKER_00 (23:36):
So what if redoing your website was actually fun?
SPEAKER_02 (23:40):
Yeah.
SPEAKER_00 (23:40):
Like, I mean, that's what so what's interesting about
this one is I feel like thisone's a little more genuine to
us because I know there aremoments where we have made
brands feel more human.
Um, where, you know, I mean, thetelling your story made people
stop scrolling, like that'sprobably a little bit beyond.
But there are pieces of what if.
Um I also just say it all thetime, and I love thinking about
(24:02):
that.
SPEAKER_01 (24:02):
What if you didn't have to make a thousand cold
calls?
There you go.
SPEAKER_00 (24:07):
Yeah, what if your sales team only followed up on
leads who were interested?
SPEAKER_01 (24:10):
There you go.
I think we're this is alreadythis is already showing a little
bit of what it can do, right?
It's giving us a lot of likegood points to brainstorm off
of.
So another piece of this is itsays landing experience, but
it's basically a single powerfulinteractive landing pages where
users can click throughquestions that reveal A71
solutions and case studies in aconversational flow.
(24:34):
And in parentheses, it haspowered by AI.
SPEAKER_00 (24:36):
And so it's giving itself a job.
SPEAKER_01 (24:39):
Yeah.
That could be like a chat bot.
That could be like, what if Icould do this?
Ask our agent this question,right?
Or ask us a question and we cangive you a solution based off of
it.
Yep.
And then there's short formvideos.
So basically, I think thesecould be really hard-hitting, a
sequence of emotion-drivenstorytelling clips.
So bold typography, things thatare showing client
(25:01):
transformations.
It's a nice piece of supportivecontent.
And then a lead per it has leadnurture path, emails, and
retargeting ads designed tobuild on the what-if question of
personalized proof points.
SPEAKER_00 (25:13):
Mm-hmm.
I think that, yeah, this one isit's interesting.
It's also um most of what thisis recommending is not like high
production video.
Like the previous one, like itspecifically said a cinematic
video experience, and it's like,okay, that's gonna be a lot.
This one is really more aboutlike bold type and simple design
(25:35):
and really being um, you know,graphically forward, but not a
whole lot of like, you know, onlocation shooting or anything
like that.
SPEAKER_01 (25:44):
Well, and I think it's so interesting that both of
them do case studies in adifferent way, right?
They frame it in a way that's mway more hard-hitting and like
actually gets to like the painpoints of the could of our like
clients and our like potentialleads.
And that's something that I'vebeen looking at for like our
content in 2026 is how we canmake case studies more
(26:06):
interesting and how we can getthem out there in a more
interesting way.
So this this is all just likelike music to my ears.
So yeah, I was ripp really notpleasantly surprised because
I've done stuff like this beforefor like ideating, but I was
really happy with what it didand the amount of prompts that
it did.
SPEAKER_00 (26:27):
Yeah.
And it's it's almost like thebetter you get at prompting, the
better results you get from AI.
Like, hmm, who knew?
Um, yeah, and I do like this onebecause it it's you know, we
want to try to have a little bitof an edge, like we're not a
super edgy brand, but we're alsonot like boring milk toast.
Like we're we're just you know,we've got some attitude, we've
got a voice.
(26:47):
Um and it could be really,really memorable.
I also love the idea, as it wassuggesting the out-of-home,
which is an interestingsuggestion uh in today's times,
but out of home does have aplace, especially digital
out-of-home.
Having a big bold question andnot answering it and just
(27:08):
driving people to that landingpage experience is really an
interesting idea because that'sgoing to be super measurable,
right?
Like we'll know how many peoplecome there.
SPEAKER_01 (27:17):
Um it's creative, right?
Like you're just you're you'rejust putting it all in on a on
that one question.
And I don't know, like that hasme thinking of a lot of things.
SPEAKER_00 (27:28):
So I mean, and we could just do a71.co slash what
if.
SPEAKER_01 (27:32):
If you if our listeners see this campaign out
in the wild, do you know whereit came from?
Yeah.
SPEAKER_00 (27:37):
But just know that we executed it.
Like we we used AI.
I think that I think this isinteresting, and we'll talk
about it on Friday and see whatthe rest of the team thinks.
Um maybe um give them a raw,like look at this episode before
then and have them listen to it.
Um But the idea of, you know,this is pushing AI a little bit
further than we have yet.
(27:58):
Um, with, you know, less, youknow, research, totally get it.
You know, coming up with topicideas, yeah, we get it.
And this is a topic idea, butthen it goes beyond that to give
it sort of a rounded campaignfeel.
SPEAKER_01 (28:12):
Um it gives you a nice like little roadmap that
you can make your own andrefine, right?
Because at the end of the day,like we would never just take
this and then turn it into acampaign.
We would refine and brainstormand discuss.
And I think that's what's sointeresting.
It's like it probably did it,probably took me like 15, 30
minutes to like prompt that.
(28:34):
I mean, if you put the attentionto detail into the prompting,
you can get a really good startlike this.
And I think if we think aboutthings that it could improve,
right?
Because I think that's still animportant part of it, it's not
perfect.
Some of the language is a littlecheesy and stuff that we would
never say, right?
SPEAKER_02 (28:49):
Yeah.
SPEAKER_01 (28:50):
And I think that some of the uh like campaign
structure ideas, like thesupporting content, is a little
weak.
Like we could definitely likenail those down a little more.
SPEAKER_00 (28:58):
Yeah, there are a few pieces of that.
Um, was this chat GPT you usedfor this?
Yes.
SPEAKER_01 (29:03):
In this case, maybe next time we could test
different language models likeGemini and like ChatGP chat GPT
to see if it's different.
SPEAKER_00 (29:10):
But yeah, I mean we have Google Workspace, so we
have access to Gemini.
Um, and then you've gotHubSpot's um AI that continues
to evolve and and grow.
What would be interesting to meis for us to work on a really
good creative brief andbasically just hand it a Word
document or a PDF that is thecreative brief and have it come
up with campaign ideas off of ahuman brief, basically.
SPEAKER_01 (29:33):
Sounds like another episode.
SPEAKER_00 (29:35):
I know.
Like this is interesting.
Um, you've got my brainthinking.
So we'll see who we freak outwith this when we talk about it
on Friday.
SPEAKER_02 (29:42):
Yeah.
SPEAKER_00 (29:42):
Um that is um some cool stuff, Zach.
Um that was a fun one.
All right, yeah.
And there'll be more content inthe narrative of this, the
description of the episode, andon the landing page for the
episode.
Um Zach can put in a little bitmore detail.
Um, maybe if you've still gotyour prompt.
You can put in what you promptedjust so people know exactly how
(30:02):
you did it.
Um and then yeah, we'll uh we'llgo from there.
So uh bring us out, Zach.
SPEAKER_01 (30:09):
You can find our agency at anado71.com and all of
our socials are there as well.
If you have any questions thatyou any what if questions that
you'd like to ask us, uh sendthem our way, or head to you can
send them our way by heading toCTA Podcast.live to shoot us an
email.
Or even better, leave us a voicemessage on our hotline at 402
(30:30):
718 9971.
Your question will make it intoa future episode of the podcast.
61% of B2B marketers say AI has sped up their
campaign ideation process, butgreat campaigns still need a
human touch to truly connectwith audiences.
We're going to discover ifthat's true in today's episode.
SPEAKER_00 (00:19):
So our question can AI create a B2B campaign idea
that would actually work?
And how would we make it better?
So we're going to let AI do thepitching.
Zach prompted.
Did you take the promptingcourse?
Did you do that one?
Yeah, I did.
Oh, okay.
Good.
So he's learned to prompt.
Um, because garbage in, garbageout.
So uh hopefully it was goodstuff in, because I have
(00:40):
confidence in Zach.
Um but yeah, basically promptedit to create some campaign ideas
for our agency, and we're goingto share those with you and talk
about what works and whatdoesn't.
SPEAKER_01 (00:53):
But right now we're going to talk about this
episode's cocktail, which is afall sangria.
Uh the fall sangria in this casewas created by Bobby Flay, as
I'm sure all of you know whothat is.
SPEAKER_00 (01:04):
Yeah, you're on a food network kick the last
couple of these.
SPEAKER_01 (01:08):
I know.
They're interesting.
The recipes are kind ofinteresting.
They're like more like partyfocused or like gathering
focused.
So it's kind of fun.
So this drink is very fall, hasa lot of blood oranges,
pomegranate seeds, rosemary, uh,sparkling dry red wine, and uh,
you know, a splash of orange andpomegranate liqueur.
(01:28):
And uh sounds very good to me.
SPEAKER_00 (01:30):
Yeah.
So um we fun fact, we have umdehydrated blood oranges in our
freezer because we had we neededa blood orange for like some
sort of cocktail.
I don't know, but you justneeded like the juice of half of
it or whatever.
So we took the other half andjust sliced them all and then
dehydrated them and stuck themin the freezer for garnishes.
So anyway, uh you start with onecup of water.
(01:52):
What a boring way to start areps recipe.
Um, the juice of one bloodorange, uh, two torn rosemary
sprigs, um, one quarter cuporange liqueur, two tablespoons
of pomegranate liqueur, uh, alittle bit of super fine sugar
to taste, so one to twotablespoons.
So this is not your normalgranulated sugar.
This is literally called superfine sugar, uh, and it dissolves
(02:15):
much faster and easier.
So you're gonna want that.
Uh slice of blood orange andthen a half a cup of pomegranate
seeds and a bottle of chilleddry sparkling red wine.
So that can be a weird one tofind.
So you could do a lambrusco.
That's an Italian that's asweet.
Um, I don't know if that's, Idon't think that's dry though.
(02:36):
Um, but they have it.
Uh most people think ofsparkling as white, um, but
there are red wines.
Um, sparkling pinot noir isdelicious.
It's fantastic.
So uh water, blood orange juice,rosemary sprigs, orange liqueur,
pomegranate liqueur, and sugar.
Put those all in a pitcher andstir them.
So no shaking on this bad boy.
(02:57):
Um, you'll know it's combinedwhen the sugar is dissolved,
basically.
So you'll be good there.
Um add the sliced blood orangeand pomegranate seeds.
So you just dump those inbecause it's like Zach said,
this is like a party festivekind of a thing.
Uh and then refrigerate itovernight.
Sangria always must berefrigerated overnight to let
the flavors infuse.
(03:17):
Uh when you're ready to serveit, add ice to the pitcher and
stir in the sparkling red wine.
Um, so if you were using flatred wine, you would put it in
the night before likeeverything.
But since it's sparkling, youwant that fresh fizz and bubble
uh on there when you serve it.
So just ice, stir in thesparkling red wine, serve that
baby, uh chilled, and it shouldbe really refreshing, especially
(03:39):
if you're having unseasonablywarm weather at Thanksgiving,
which who knows?
It could be 20 degrees here, itcould be 80 degrees here.
So and again, Bobby Flay fromFood Network.
Thanks, Bobby.
That was great.
Um totally my wheelhouse.
I would 100% do this one.
Um also, did you notice like I'mrepping the uh Gen Xers today
(04:01):
with my 1971 shirt?
SPEAKER_01 (04:03):
I was gonna say, what's the story behind that?
SPEAKER_00 (04:05):
It's just so I got a different shirt that uh for my
workouts that I think ishilarious and accurate.
It says uh kinda fit, sort offat.
Um and I'm like, yeah, that'swhere I'm at.
I'm like in between the two.
Um and then they had uh freeshipping, but you had to buy
two.
And so this was they had a 1976,and I'm like, well, surely they
(04:26):
have other ones besides just 76.
That's dumb.
And so I looked and they did.
They had a 1971, and so Ithought, hey, that'd be a nice
shirt.
And so I wore it today to becasual and represent Gen X.
Gen X.
Uh, and also just give a clue topeople as where the 71 in her
name comes from.
There you go.
All right.
All right.
(04:47):
Well, should we take a break andget back into it and see what
this uh AI tool did for you?
SPEAKER_01 (04:54):
Yeah, see what it came up with.
I'm excited.
SPEAKER_00 (05:03):
All right, so a couple of stats I think that
really set this up.
So uh again, if you're justjoining us, although why would
you just join us midway through?
I guess people could.
Um Zach prompted AI to create acouple of B2B campaigns for us,
and we're gonna go throughthose.
Uh, but first, um basically 75%of marketers are saying that AI
gives them more time to refinestrategy rather than start from
(05:25):
scratch.
So instead of starting from ablack page and their brain,
they're actually using AI togive them those thought
starters.
Um, I've seen this with writersas well when they get writer's
block.
Like not using AI to write, butusing AI to like give them ideas
to get them beyond the writer'sblock.
SPEAKER_01 (05:42):
I feel like that's been super helpful for probably
Isaac and definitely me.
I mean, staring at a blank pagejust sucks.
So having, you know, AI give youthe starting point is great.
SPEAKER_00 (05:52):
Isaac created his own custom research agent for a
specific client because theyresearch from specific places
and specific things and it goesout and finds research for him,
which is interesting.
Um so the other piece of thisthough is you need a strong
brand narrative.
If you have a strong brandnarrative, your campaign is two
and a half times more likely todrive conversions than if you
just have a bunch ofdisconnected ideas.
(06:14):
Hmm, Zach, who would ever do acampaign with disconnected
ideas?
Not us.
SPEAKER_01 (06:19):
And the reason I included that stat, so I'm just
gonna give a little bit ofbackground on how I prompted,
just to give our listeners andyou a little more perspective on
what I did.
So I kept myself, I limitedmyself to three prompts because
I wanted to give it a startingpoint and I didn't want to I
didn't want to guide it too muchbecause I wanted to see its full
capabilities.
(06:40):
So first I told it all about whowe are and kind of just gave it
like a little bit of abackground and said, I'm
creating a two, I want I needhelp creating two B2B campaigns.
This is who we are, these aresome of our goals, this is how
we want to grow.
And so I prompted it there tostart.
It was okay, like it was finewhen I got back.
(07:01):
I wanted to iterate a littlefurther, so I said, put yourself
in the shoes of a marketing teamwith like years of expertise,
and I like kind of split it upby like position, so like a
content marketing specialist,like what would the president of
Annual 71 care about, stuff likethat.
And then finally, I uh the finalthing I did was basically I gave
(07:27):
them I I narrowed it down to twospecific campaign ideas that it
presented to me because I askedfor several, and this is kind of
what it came up with.
So the last step was justnarrowing it down into what it
thought would be the mosteffective.
SPEAKER_00 (07:41):
So I want to break this down for a little bit for
everybody because you did acouple of key things in AI
prompting.
Um one is you gave it context,right?
Because AI doesn't have contextunless you tell it where to go
get context, or give it thecontext.
So you give it context about whowe are.
I think the more important pieceof that and the thing that is
starting to work well until itlike they become self-aware and
(08:03):
take over, um, is you gave it arole.
Put yourself in the shoes.
You are a, you know, contentspecialist coming up with ideas
for this audience.
You've got to pass those off tothe president, he's got to
approve them.
These are some things like yougave it a role as if it was a
team member, which I realizefreaks some people out.
(08:26):
Like they get a little creepedout by that, but um it really
can help it because again, andthese are large language models,
so they can go out to theinternet and look at job
descriptions for that role, youknow, people's blogs for who are
in that role, people's LinkedInprofiles who are in that role.
They can go find all kinds ofthings on people in a specific
(08:47):
role.
It's an easy thing for them togo look for.
Um, I think those things arereally important.
Um, the other one is you askedit for a bunch of stuff at the
beginning, um, like a bunch ofideas first.
Like, don't just go build me acampaign, just give me ideas for
campaign themes or campaigns.
Um, that lets you, the human,still be in control of the
direction you go.
(09:08):
Um, you get those ideas and thenyou can choose which ones you
want to refine, which is exactlywhat you did.
So kudos on um the solid AIprompting there.
I I do love that you wereworried about like leading the
witness, and so you didn't giveit too much.
Yeah.
SPEAKER_01 (09:23):
Um because I feel like I could have spent a long
time doing it, and it was justlike, and I almost did because I
was like, okay, some of theseideas are okay.
Like I feel like if I reallynailed this down, like you could
come up with something good.
But again, like I said, we needto let it do its thing because
we want to showcase like what itcan do, like from a basic
(09:44):
standpoint where you're in acrunch, you need some ideas, and
yeah.
SPEAKER_00 (09:49):
So and it's an experiment, so you didn't want
to fully control the result.
You you wanted to use the toolsyou had appropriately, but see
where it went and what it comesup with, which can be really
fun.
Um, side note, did you see thatthere's now there's now AI that
can learn and rewrite its owncode to interpret things
(10:11):
differently?
SPEAKER_01 (10:13):
No, I did not scary cow.
SPEAKER_00 (10:15):
I saw that when I was flying back yesterday.
It was just a news headline andI dug into it a little bit, but
not super deep.
But um, not completelyself-aware, but it can use its
successes, its failures,context.
Um, they're also looking at, um,and this is actually in a movie
too, different AI tools beingable to talk to each other and
(10:37):
share what worked for one ordidn't work and actually learn
off of each other.
They're coworkers.
SPEAKER_02 (10:41):
People do.
Yeah.
SPEAKER_00 (10:43):
Um, and I saw that on a movie preview.
It was basically like um, was ita movie?
No, it wasn't a movie.
It was actually a demo, um atech demo.
So they somebody had createdthis like um Android, basically,
an AI robot that could likefinally something useful.
It can do your house chores, itcan vacuum, it can fold laundry,
like things like that.
Um and what they said is as theylike it's just a prototype, but
(11:08):
as the goal is as they buildmore and more and more, they'll
be networked, which again,Skynet, hello, problem.
But um, the idea is if one ofthem learns how to use like a
specific Dyson vacuum, it cantell all the other ones how to
use that specific Dyson vacuum.
Uh all right, Zach.
So let's get into campaignnumber one.
I'm curious about this onebecause I did not read all of
(11:30):
the campaigns.
I didn't want to spoil it, Iwant to have a reaction.
SPEAKER_01 (11:33):
All right, so I'll do my best to give you kind of
an overview of everythingwithout you know going too
deeply into what each thing is.
We can kind of break that downas we like react.
So, campaign idea number one iscalled the future builders,
antidote 71 as the creativecatalyst.
So the big idea here is thatInadote 71 doesn't follow
(11:54):
marketing trends, doesn't justfollow marketing trend trends.
We build what's next.
The future builders positionsA71 as a partner for brands
ready to lead their industries,not just keep up.
So the str the strategic angleit gives is every B2B brand is
talking about the future, butfew are showing it.
The campaign turns innovationinto a store story worth
(12:16):
believing.
SPEAKER_00 (12:17):
Alright, so idea number one, that's interesting,
Zach, the future builders,people who are staying ahead of
the industry and helping theirclients lead the industry.
That's a great positioning,honestly.
Like so we came up with thepositioning?
SPEAKER_01 (12:30):
Yeah.
So I gave it some insights intowhat we were kind of like
looking for in 2026, but I wouldsay the biggest thing is that um
I think this has potential,right?
So like you say, it's a uniquepositioning, and I'm liking what
I'm seeing so far from it.
And uh it also provided somestuff for the campaign campaign
(12:52):
structure itself, so just someideas in terms of content and
things that we'll put out.
So I'll cover a few of those.
Uh they want to do a heroseries, which is like a
cinematic video and social likemedia post campaign, profiling a
handful of our clients, theycall them visionary clients,
that and the impact they've madethrough bold strategy and
(13:15):
storytelling.
And it's it emphasizes that thisisn't a case study, it's a
narrative.
So basically, it wants to tellthe story of our clients in an
interesting way rather than justsaying this is what we did and
this is how it happened.
And I think that's reallyinteresting.
Um especially like if you likefocus on things that are like
(13:36):
not normal, right?
So not your typical likestrategies that you would do in
BW marketing.
So showcasing stuff like that issuper interesting.
SPEAKER_00 (13:44):
Yeah, I like this, I like this idea.
Like, and the idea that likeit's very specific, like this
should be a narrative.
Um, so it's more like the waywe're consuming stuff, right?
Like you could um, if this was aseries of videos, which I think
is what it wanted, you couldbinge watch them if you wanted
to.
You could watch part of one, youcould skip around.
Um, it's kind of like um for me,it's how I watch Black Mirror on
(14:07):
Netflix because each episode isits own thing.
They don't tie to each other,they're all just some weird,
freaky thing.
And some of them honestly freakme out too much, and I'm like,
I'm never gonna watch this.
But like, you know, there wasone that was like a riff off
Star Trek that they did, andthen they did a follow-up to it,
and like so I would jump intothat one and then go back and
look at stuff.
So I like also it's just it's anarrative.
(14:28):
So this is, you know, moreNetflix, less LinkedIn, like
kind of a thing.
SPEAKER_01 (14:34):
And another piece of this is they want to make a
future builder hub.
So basically a micro site that'sreally scrollable and that
invites visitors to exploitthrough these stories by
industry, pain point, ortransformation.
So basically, it's almost likeyeah, like a micro site, right?
Where it's designed almost kindof like a resource center, but
(14:55):
not boring, is what it says.
Not a boring resource center.
So you're exploring differentthings within your industry.
So like we could put ourservices on a page like this and
then have those stories livethere, and it's its own site, so
it's almost like a landing pagealmost.
SPEAKER_00 (15:11):
Yeah, and I think that it also becomes like a
choose your own adventure story,right?
I don't know.
Did you have those when you werea kid?
Oh, those are my favorite books.
Oh, okay.
Yeah, same, same, same.
Um because like I think that youknow, things like services and
what we do and how we did itwould all be kind of hidden.
You'd be choosing your path andunderstanding where you need to
(15:31):
go.
And based on the information youget, you might go down a
different path or a newer one.
Like it's you know, it's reallyinteresting to me.
Mm-hmm.
Could take a lot to build.
SPEAKER_01 (15:42):
Uh so some of the other campaign structure things
that it like basically put out,everything would be powered,
would be have AI poweredpersonalization of some kind.
So that's so it says contentjourneys are shaped based on a
visitor's goals, like growth,rebrand, market disruption.
Um, it says social layer,Colonel Bite-sized story
(16:03):
teasers, and founders slashleadership sound bites designed
to feel raw, not polished.
So you're just getting thoughtleadership content out there.
And then the final piece of thisis events.
So it says event integration,future builder roundtables, so
basically webinars, but we hostthem with other forward-thinking
(16:24):
CMOs, creators, and innovators.
So we're not just saying we're apart of the future, we're
bringing people on that arehaving these new ideas that are
pushing the envelope.
SPEAKER_00 (16:33):
Yeah.
When um when I was client side,there was an agency we used um
in um in San Diego, Red Door.
Uh, I've mentioned them before,and Reed is their CEO, he's a
friend, he's a great guy.
Um and he got together currentclients, prospective clients,
and past clients.
At the point I was a past andperspective, I think, or
(16:54):
perspective.
Um, and we did dinners.
So we just sat around a table atdinner and he bought dinner and
we just all talked about whatwas going on in our marketing
worlds.
And so like it was um somebodyfrom like Cox Communications,
Petco, a credit union.
I was there from, I was at afinancial firm at the time.
And then like, and differentpeople would come in.
(17:16):
So like um he would he would tryto rotate it through so there
were different people.
And you couldn't always do it,right?
Like it just wouldn't fit theschedule.
Um, so I love this idea of around table because it's also
smaller.
You're not trying to do thisgiant event, you're just trying
to get some people together.
And honestly, if you buy themdinner and wine, like they're
(17:37):
gonna they'll be fine.
Um so I do like this.
I think um, you know, some ofthe things that work well, it
showcases strategic storytellingchops.
Um, you know, if we have those,um, would have to kind of talk
about what is true in this andwhat we can do and what we'd
have to like actually shift inour own, like because sometimes
a strategy makes you shift yourown like way of doing things.
(18:00):
Um it really focuses on theclients and uses those as proof
points, but it does it in a waythat's this storytelling what
if, this possibility, which Ilove, obviously.
I don't know how many times inthe last month I've said, well,
what if, what if?
Like, imagine this.
Um, and it and it pushes us as aforward thinker.
(18:20):
Like, we're not just doingwhat's what needs to be done
today.
So I like this one a lot.
Like, yeah.
SPEAKER_01 (18:25):
Um I I mean, I was curious what you were gonna
think of it, and I'm likehonestly, like pretty happy that
you like it because I was justlike, that was one of the
reasons I was like, oh, I couldspend all day just prompting
this to see where it can gobecause it's like such a good
starting point.
This one, specifically to me, ithas a lot of good bones, right?
So a lot of good, interestingideas.
Is it a fully laid-out campaignwith like deliverables and
(18:48):
assets?
No, but it's a great likestarting point.
And I think it kind of showsjust what a little bit of
prompting can do too, right?
Because I fed it a good amountof information and it was able
to come up with this.
Imagine if I did more than threeprompts and actually continued
with it.
I think it would be like in areally good spot.
SPEAKER_00 (19:10):
And that's um that I think is is a really good point.
It's like you can take this asdeep as you want to.
Like, and we're gonna debatethat on Friday.
We have our annual meeting thisweek.
Um, or by the time you hearthis, it might be the previous
week.
I don't know when this is when'sairing, but um it's it gives us
an idea to be able to like talkthrough what we're gonna do with
(19:32):
AI and what we're not gonna dowith AI.
So, like, this is a greatexample, and we might actually
use this, so you so bring this.
I mean, I guess I've got thedocument, but like, was this an
appropriate use of AI?
Did it go too far?
Did it not go far enough?
How far could we go?
You know, so getting, you know,do we feed it like here are our
clients and say, go look attheir results and here's a
(19:55):
report from the last year, andhave it actually start to pull
together the pieces of thenarrative.
SPEAKER_01 (20:00):
And can you standardize like the process of
prompting it to a point whereyou can consistently get good
results that are similar tothis, but like in a way that
doesn't pass those guardrailsthat we're gonna set, right?
SPEAKER_00 (20:12):
Yep.
Uh all right, campaign numbertwo.
We gotta get to that one.
SPEAKER_01 (20:15):
Um so this is kind of interesting because you kind
of literally just said this.
Campaign idea two is what if youcould.
And this is an emotion-firstbrand narrative.
So the big idea here is that wethrive on clarity and boldness.
What if you could is a brandforward campaign built to
challenge clients' assumptionsand make them feel the power of
(20:37):
possibility.
So the strategic angle is inB2B, emotion still wins.
Instead of listing capabilities,the campaign will actually start
with a single provocativequestion designed to spark
ambition, curiosity, andmovement.
SPEAKER_00 (20:52):
So this is um you see pharmaceutical companies do
this um like a lot.
They play with the what if, andthere's some tech companies or
like like an Accentureconsulting firms will do some of
this.
SPEAKER_01 (21:06):
Um, if this condition didn't hold you back,
yeah, that makes sense.
SPEAKER_00 (21:10):
It's really um interesting.
There's the one that is um, God,I can't remember the
pharmaceutical company, but theyhave like negative terms by like
like um like like incurable, andthen they do a little science-y
thing and the in like falls awayand breaks and it just becomes
curable.
(21:31):
I cannot remember who that is.
It's like Glaxo Smith Klein orone of those, who knows?
Um, again, bad because I can'tremember the name of the brand,
but um, but it is that like whatif all the negatives could be
positives?
What I like about this, andwe'll get into it in a second
with some of the structure, isit doesn't start with a
negative, it actually just posesa a positive.
(21:56):
Um, so it doesn't have to be thecontrast.
You can actually just pointpeople at the positive thing.
And there's a little bit likethe negative is a little bit in
these, like it's hinted atbecause you're solving a
problem.
SPEAKER_01 (22:08):
It's hitting your the pain point a little bit,
right?
So it's you're aiming at you'reaiming at things that clients
wish they could do, but don'tthink they can, which is
honestly like it's it would workreally well with the other
campaign because it's likeyou're forward thinking, right?
But this is another way of doingthat with a different campaign
structure.
SPEAKER_00 (22:29):
So was forward thinking one of your prompts?
SPEAKER_01 (22:32):
Like was that something yeah, so being like on
doing things basically, I saidwe want to stand out from the
like different like wave of likeB2B marketers that are falling
into the trap.
I'm kind of just likegeneralizing it, but that are
falling into the trap of doingwhat everyone else is doing.
So I really want to stand outbecause B2B marketing is a lot
(22:54):
of sameness.
So that was one of the prompts,and I think it really hit on
that one really hard.
SPEAKER_00 (22:59):
Okay, great.
All right, so structure, talk alittle bit about this.
SPEAKER_01 (23:04):
So there's some out-of-home digital, like
digital out-of-home stuff, astark minimal creative campaign
using questions like what ifyour story made people stop
scrolling?
What if your brand actually felthuman?
What if clarity wasn'tnegotiable?
And I think you could break thisdown by industry too, if you
really wanted to get into it.
(23:24):
Like, what if I I mean I'm noteven gonna try and come up with
a what if, but you could reallyget in more in-depth with these
questions, I think, and it wouldreally hit a lot harder.
SPEAKER_00 (23:36):
So what if redoing your website was actually fun?
SPEAKER_02 (23:40):
Yeah.
SPEAKER_00 (23:40):
Like, I mean, that's what so what's interesting about
this one is I feel like thisone's a little more genuine to
us because I know there aremoments where we have made
brands feel more human.
Um, where, you know, I mean, thetelling your story made people
stop scrolling, like that'sprobably a little bit beyond.
But there are pieces of what if.
Um I also just say it all thetime, and I love thinking about
(24:02):
that.
SPEAKER_01 (24:02):
What if you didn't have to make a thousand cold
calls?
There you go.
SPEAKER_00 (24:07):
Yeah, what if your sales team only followed up on
leads who were interested?
SPEAKER_01 (24:10):
There you go.
I think we're this is alreadythis is already showing a little
bit of what it can do, right?
It's giving us a lot of likegood points to brainstorm off
of.
So another piece of this is itsays landing experience, but
it's basically a single powerfulinteractive landing pages where
users can click throughquestions that reveal A71
solutions and case studies in aconversational flow.
(24:34):
And in parentheses, it haspowered by AI.
SPEAKER_00 (24:36):
And so it's giving itself a job.
SPEAKER_01 (24:39):
Yeah.
That could be like a chat bot.
That could be like, what if Icould do this?
Ask our agent this question,right?
Or ask us a question and we cangive you a solution based off of
it.
Yep.
And then there's short formvideos.
So basically, I think thesecould be really hard-hitting, a
sequence of emotion-drivenstorytelling clips.
So bold typography, things thatare showing client
(25:01):
transformations.
It's a nice piece of supportivecontent.
And then a lead per it has leadnurture path, emails, and
retargeting ads designed tobuild on the what-if question of
personalized proof points.
SPEAKER_00 (25:13):
Mm-hmm.
I think that, yeah, this one isit's interesting.
It's also um most of what thisis recommending is not like high
production video.
Like the previous one, like itspecifically said a cinematic
video experience, and it's like,okay, that's gonna be a lot.
This one is really more aboutlike bold type and simple design
(25:35):
and really being um, you know,graphically forward, but not a
whole lot of like, you know, onlocation shooting or anything
like that.
SPEAKER_01 (25:44):
Well, and I think it's so interesting that both of
them do case studies in adifferent way, right?
They frame it in a way that's mway more hard-hitting and like
actually gets to like the painpoints of the could of our like
clients and our like potentialleads.
And that's something that I'vebeen looking at for like our
content in 2026 is how we canmake case studies more
(26:06):
interesting and how we can getthem out there in a more
interesting way.
So this this is all just likelike music to my ears.
So yeah, I was ripp really notpleasantly surprised because
I've done stuff like this beforefor like ideating, but I was
really happy with what it didand the amount of prompts that
it did.
SPEAKER_00 (26:27):
Yeah.
And it's it's almost like thebetter you get at prompting, the
better results you get from AI.
Like, hmm, who knew?
Um, yeah, and I do like this onebecause it it's you know, we
want to try to have a little bitof an edge, like we're not a
super edgy brand, but we're alsonot like boring milk toast.
Like we're we're just you know,we've got some attitude, we've
got a voice.
(26:47):
Um and it could be really,really memorable.
I also love the idea, as it wassuggesting the out-of-home,
which is an interestingsuggestion uh in today's times,
but out of home does have aplace, especially digital
out-of-home.
Having a big bold question andnot answering it and just
(27:08):
driving people to that landingpage experience is really an
interesting idea because that'sgoing to be super measurable,
right?
Like we'll know how many peoplecome there.
SPEAKER_01 (27:17):
Um it's creative, right?
Like you're just you're you'rejust putting it all in on a on
that one question.
And I don't know, like that hasme thinking of a lot of things.
SPEAKER_00 (27:28):
So I mean, and we could just do a71.co slash what
if.
SPEAKER_01 (27:32):
If you if our listeners see this campaign out
in the wild, do you know whereit came from?
Yeah.
SPEAKER_00 (27:37):
But just know that we executed it.
Like we we used AI.
I think that I think this isinteresting, and we'll talk
about it on Friday and see whatthe rest of the team thinks.
Um maybe um give them a raw,like look at this episode before
then and have them listen to it.
Um But the idea of, you know,this is pushing AI a little bit
further than we have yet.
(27:58):
Um, with, you know, less, youknow, research, totally get it.
You know, coming up with topicideas, yeah, we get it.
And this is a topic idea, butthen it goes beyond that to give
it sort of a rounded campaignfeel.
SPEAKER_01 (28:12):
Um it gives you a nice like little roadmap that
you can make your own andrefine, right?
Because at the end of the day,like we would never just take
this and then turn it into acampaign.
We would refine and brainstormand discuss.
And I think that's what's sointeresting.
It's like it probably did it,probably took me like 15, 30
minutes to like prompt that.
(28:34):
I mean, if you put the attentionto detail into the prompting,
you can get a really good startlike this.
And I think if we think aboutthings that it could improve,
right?
Because I think that's still animportant part of it, it's not
perfect.
Some of the language is a littlecheesy and stuff that we would
never say, right?
SPEAKER_02 (28:49):
Yeah.
SPEAKER_01 (28:50):
And I think that some of the uh like campaign
structure ideas, like thesupporting content, is a little
weak.
Like we could definitely likenail those down a little more.
SPEAKER_00 (28:58):
Yeah, there are a few pieces of that.
Um, was this chat GPT you usedfor this?
Yes.
SPEAKER_01 (29:03):
In this case, maybe next time we could test
different language models likeGemini and like ChatGP chat GPT
to see if it's different.
SPEAKER_00 (29:10):
But yeah, I mean we have Google Workspace, so we
have access to Gemini.
Um, and then you've gotHubSpot's um AI that continues
to evolve and and grow.
What would be interesting to meis for us to work on a really
good creative brief andbasically just hand it a Word
document or a PDF that is thecreative brief and have it come
up with campaign ideas off of ahuman brief, basically.
SPEAKER_01 (29:33):
Sounds like another episode.
SPEAKER_00 (29:35):
I know.
Like this is interesting.
Um, you've got my brainthinking.
So we'll see who we freak outwith this when we talk about it
on Friday.
SPEAKER_02 (29:42):
Yeah.
SPEAKER_00 (29:42):
Um that is um some cool stuff, Zach.
Um that was a fun one.
All right, yeah.
And there'll be more content inthe narrative of this, the
description of the episode, andon the landing page for the
episode.
Um Zach can put in a little bitmore detail.
Um, maybe if you've still gotyour prompt.
You can put in what you promptedjust so people know exactly how
(30:02):
you did it.
Um and then yeah, we'll uh we'llgo from there.
So uh bring us out, Zach.
SPEAKER_01 (30:09):
You can find our agency at anado71.com and all of
our socials are there as well.
If you have any questions thatyou any what if questions that
you'd like to ask us, uh sendthem our way, or head to you can
send them our way by heading toCTA Podcast.live to shoot us an
email.
Or even better, leave us a voicemessage on our hotline at 402
(30:30):
718 9971.
Your question will make it intoa future episode of the podcast.
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