The Sport-Altering Position of AI

Studying Time: 29 minutes

Product Advertising and marketing Managers, let’s face it: you’re juggling 1,000,000 duties, from crafting compelling narratives to deciphering market developments, all whereas making an attempt to remain forward in an ever-evolving digital panorama. It’s like making an attempt to resolve a Rubik’s Dice whereas using a unicycle – difficult, to say the least. However what if there was a strategy to not simply sustain, however to leap forward? Enter the game-changing world of AI, a software that’s revolutionizing the PMM playbook sooner than you may say “go-to-market technique.

From ideation to copywriting, from analysis to these day by day duties that appear to multiply endlessly, AI is remodeling how PMMs work. However how precisely are savvy professionals leveraging this know-how to supercharge their efforts? That’s precisely what we’re about to unpack. To information us by means of this AI-powered advertising and marketing revolution, now we have a real professional within the area becoming a member of us immediately.

I’m thrilled to welcome Gabe Wahhab to our present. Gabe is a growth-minded entrepreneur turned intrapreneur, with a formidable background in product advertising and marketing. He’s labored with trade giants like HubSpot, the place he performed a key function in growing and implementing AI-driven advertising and marketing methods. Gabe’s distinctive mix of technical experience and advertising and marketing acumen makes him the proper information to assist us navigate the AI revolution in product advertising and marketing.

AI in Advertising and marketing: Unpacked host Mike Allton requested Gabe Wahhab about:

✨ AI-Powered Effectivity: Synthetic Intelligence considerably boosts PMM productiveness by automating routine duties and streamlining complicated processes.

✨ Enhanced Creativity: AI instruments increase human creativity in ideation and content material creation, resulting in extra modern advertising and marketing methods.

✨ Knowledge-Pushed Insights: AI permits PMMs to collect and analyze huge quantities of knowledge rapidly, informing extra strategic decision-making.

Be taught extra about Gabe Wahhab

Sources & Manufacturers talked about on this episode

Full Transcript

(calmly edited)

Elevating Product Advertising and marketing – The Sport-Altering Position of AI with Gabe Wahhab

[00:00:00] Gabe Wahhab: So if I’m chatting with a SMB versus a mid market versus a company viewers, proper, I’ll ask it, how do I message it to this particular persona or viewers? And now we have tons of knowledge on that, proper? So if you happen to have a look at, as an illustration, Gong, you’re having gross sales calls on a regular basis. You’re getting pains. You’re understanding what persons are on the lookout for.

You’re understanding what’s working effectively, what’s not working effectively. So we will, we will have a look at all that knowledge individually. But when we will begin to analyze all that knowledge and put that particularly into, into context now, and now we have that, we will acquire insights into that. We are able to begin to ask it questions. We are able to begin to phase it.

We are able to have a look at what’s working and what’s not been working so far as gross sales go. After which base our messaging based mostly on that. Taking all that knowledge and feeding it, we will now actually begin to enhance what our messaging is like, what our copywriting is like, when now we have all that additional knowledge round it.

[00:00:58] Mike Allton: Welcome to AI in Advertising and marketing: Unpacked, the place we simplify AI for impactful advertising and marketing. I’m your host, Mike Allton right here to information you thru the world of synthetic intelligence and its transformative impression on advertising and marketing methods. Every episode, we’ll break down AI ideas into manageable insights and discover sensible purposes that may supercharge your advertising and marketing efforts.

Whether or not you’re an skilled marketer simply beginning to discover the potential of AI, this podcast will equip you with the information and instruments you could succeed. So tune in and let’s unlock the ability of AI collectively.

Greetings program. Welcome again to AI in Advertising and marketing: Unpacked the place I selfishly use this time to select the brains of consultants at maintaining with and integrating or layering synthetic intelligence into content material, social promoting, search in different areas of digital advertising and marketing. And also you get to study to subscribe to be proven and put together your self and your model for this AI revolution and are available out forward.

Of product advertising and marketing managers, let’s face it, you’re juggling 1,000,000 duties, from creating compelling narratives, to deciphering market developments, all whereas making an attempt to remain forward on this ever evolving digital panorama. It’s like making an attempt to resolve a Rubik’s Dice whereas using a unicycle. Difficult, to say the least. However what if there was a strategy to not simply sustain, however leap forward, enter the sport altering world of AI, a software and know-how that’s revolutionizing the PMM playbook, sooner than you may say, go to market technique. From ideation to copywriting, from analysis to these day by day duties that appear to multiply endlessly, AI is remodeling how PMMs work. However how precisely are savvy professionals leveraging this know-how to supercharge their efforts? That’s precisely what we’re about to unpack. To information us by means of this AI powered advertising and marketing revolution, we’ve obtained a real professional within the area becoming a member of us immediately. I’m thrilled to welcome Gabe Wahhab to our present.

Gabe is a development minded entrepreneur turned intrapreneur with a formidable background in product advertising and marketing. He’s labored with. Trade giants like HubSpot, the place he performed a key function in growing and implementing AI pushed advertising and marketing methods. Gabe’s distinctive mix of technical experience and advertising and marketing acumen makes him the proper man to assist us navigate this AI revolution in product advertising and marketing.

Hey, Gabe, welcome to the present.

[00:03:10] Gabe Wahhab: Hey Mike, the way you doing? Tremendous pleased to be right here immediately.[00:03:13] Mike Allton: So glad to have you ever. That is thrilling. I do know we’re going to be doing so much to assist product entrepreneurs and entrepreneurs on the whole, however might you stroll us by means of initially your journey from having a tech background to being a product advertising and marketing supervisor and the way did that distinctive perspective type of put together you for leveraging AI, do you assume?[00:03:31] Gabe Wahhab: Yeah, completely. So I really fell in love with know-how fairly younger. I initially. Truly needed to be a health care provider. I used to type of go round watching surgical procedures and issues like that. Once I was youthful, I used to be actually intrigued, however it was really compelled to take a programming class at 14 and simply completely fell in love in love with it.

And in order that type of led to simply diving. Diving in head first into all the things tech. After which at 19, actually, once I was in school, I really began my enterprise. So this was, this was proper across the. com growth and web sites. Everyone wanted a web site. I don’t know if you happen to may even keep in mind again to a time when folks didn’t have web sites, however that’s when folks have been simply beginning to want web sites initially.

And in order that was one thing I had simply realized tips on how to do by myself. And so I began constructing web sites for folks and I simply stored getting suggestions for that. However then that additionally remodeled into it as effectively, as a result of one of many early issues I did was I used to be taking. Digital camera methods like these outdated analog digital camera methods and importing photographs each 30 seconds on-line.

Trigger this was all 56 Ok modems on the time. And however it, it was one thing that was actually useful for the enterprise I used to be doing. And so they, they used to ship round I believe 12 areas. They used to ship round. Individuals to each location to verify it obtained opened and issues have been being performed proper. And now they might simply view it on-line and now it’s so commonplace, however, however again then, , it took plenty of efforts and know-how to get to one thing like that.

After which that finally spiraled into type of strolling into the HubSpot world and. Getting actually proficient at HubSpot very early on as a associate which then led to my firm being acquired which then led to me being recruited to working at HubSpot after which that’s type of the place I’m, the place I’m immediately now’s, and my journey into tech, however simply all the time had a giant love for, for computing tech software program , ever since I used to be a younger one.

[00:05:27] Mike Allton: That’s humorous to me as a result of once I was in highschool, I used to be all about music. I went to varsity for music after which rapidly, actually rapidly pivoted into pc science and historical past and obtained into that it world, began constructing web sites, began promoting servers and all the things it. So I utterly associated to your, your journey, no less than in that a part of your life.

Now, one of many issues that we have been speaking about earlier than, Present was simply how a lot time AI has been saving you. And I questioned if you happen to might type of share a typical day within the lifetime of a of A PMM. Numerous people listening perhaps aren’t, effectively, they definitely aren’t pmms they usually might not even have pmms of their group, so that they is probably not aware of the function and the way AI is impacting or has impacted that type of work.

[00:06:13] Gabe Wahhab: Yeah, yeah, completely. So, PMM, for many who aren’t aware of what a product marketer does primarily. We take the product to the market and we deliver the market again to the product. So primarily we’re taking our product and positioning it to the market, understanding what the market needs, after which getting that on the market reside together with.

, totally different go to market motions, however identical factor. We’re additionally listening to the market and bringing that in to the product staff in order that we get an excellent product market match in order that we perceive what the customers are on the lookout for. In order that might be in each single day is just not the identical, proper? We’re doing every kind of various issues.

On a regular basis. So it simply will depend on the place you, the place your product is in that journey. And that might be altering continuously. So I is likely to be coaching gross sales on tips on how to promote the product. I is likely to be answering gross sales questions. I is likely to be creating messaging for the product. I is likely to be doing buyer interviews.

I is likely to be assembly with the product staff and inform , on particular options. We, we might be planning a giant launch, proper. For the product. There’s so many alternative areas we will type of department into. And so there’s plenty of totally different alternatives for utilizing AI. Simply a few of the fundamentals, after all, , you could have writing, ideation, higher understanding personas, , simply these are a few of the fundamental use circumstances, however as you begin to go deeper and I’m positive that’s what we’ll begin to discuss right here is there’s some additionally actually deep use circumstances in methods that may you utilize it to make use of, to do very particular issues along with your work.

However I imply, these are simply a few of the, I believe, fundamentals at a, at a excessive stage.

[00:07:51] Mike Allton: To begin with, that, that, that’s superior. I really like that clarification. It wasn’t till just lately that we had a really lively PMM staff or division at Agorapulse. So earlier than, I imply, actually only a yr or two in the past, it wasn’t actually clear what a PMM even did and now that makes full sense, they’re representing the product, whereas the remainder of advertising and marketing people like me at Agorapulse I’m the chief storyteller, we’re representing the model.

Total, however you talked about ideation. I’d love if you happen to might simply dive into that. How have been you utilizing AI for producing new concepts in that function particularly? And the way has it perhaps even modified your brainstorming course of?

[00:08:27] Gabe Wahhab: Yeah, completely. So, , in PMM, you actually have to have the ability to take options and simplify them into pains and options.

And, and never simply pains and options, however pains and options which are very easy to grasp. , you don’t need that advertising and marketing jargon essentially. You need folks to have the ability to perceive what your product does in a short time and the way it may help them remedy their ache. And which, which, by the way in which, if you happen to’ve ever tried Chat GPT or a few of these different instruments and to, to jot down some issues, they’re really actually good at writing very jargony advertising and marketing, if that’s what you’re on the lookout for, however, but additionally easy advertising and marketing too.

However. , so there’s totally different themes, proper? As you have a look at the totally different ways in which you are able to do that. And simply with ideation, , if you happen to’re making an attempt to narrate one thing to a theme, you would be simply bouncing concepts backwards and forwards, like, Hey, I’m on the lookout for a particular theme round this idea.

Proper. And so you would be utilizing it simply to do backwards and forwards. These are issues that I used to do. I might, I might go speak to our artistic staff again within the day. , the people who find themselves superb at creating very artistic messaging or I only a very artistic graphics or no matter they’re doing.

And I used to go speak to these folks once I needed to do some ideation and simply bounce concepts backwards and forwards. I don’t have to do this anymore. I can simply do this with a unique chat GPT or no matter instruments that we’re going to make use of to do this and have that backwards and forwards ideation with the themes and the ideas to, to get these concepts.

However identical factor too, , once you’re. Engaged on decks that you could current and also you’re on the lookout for concepts or methods to phrase issues or methods to type of define a complete deck it may well actually assist you to with that. So simply a few of the, simply a few of the fundamentals there round ideation, I’d say, and simply having.

That type of backwards and forwards dialog, utilizing it to generate concepts. It’s actually good at that. I believe too, if you happen to’re really creating content material, that is the place it may well actually shine as a result of that is the place you may simply put in a particular matter and it may well simply pump out a bunch of various ways in which, , you may write content material round that matter.

So for content material creation, I imply, that’s among the finest. That’s among the finest use circumstances that you just’re seeing in advertising and marketing. And I believe that persons are actioning on , with, with content material creation, however it’s, it’s very easy to generate concepts. All it’s important to do is actually put in. A few key phrases and it may give you a bunch of various titles, outlines, et cetera, to, to construct your content material round.

[00:10:53] Mike Allton: I couldn’t agree extra with the potential of AI for ideation. I’ve been utilizing Claude fairly a bit just lately. And simply final week I fed into Claude all these concepts that I had about how companies and firms can and ought to be adopting and integrating AI. AI, how essential it’s to maintain people in that course of.

Not simply, , like truth checking and that type of factor. Proper. However speaking about understanding how people within the firm are going to be impacted or efficient, how the roles may be modified and that type of factor. So I simply dumped all these things in there. Then I stated, Hey, I wish to flip this into an organized framework that I can really apply and discuss, proper.

And educate and so forth. And. It was good the way in which that it not solely organized it and structured, it got here up with a reputation, the H.U.M.A.N. framework for: Harmonize, Perceive, Map, Adapt, and Nurture. So it, it got here up with, , this, this an acronym that I couldn’t have performed, I’ll be trustworthy, , as a result of it has the complete library of, of, of phrases and vocabulary, the supply there.

So it’s in a position to immediately. Take into consideration all the things that we’re speaking about in all of the phrases. And to your level, give you these actually unimaginable concepts, however you talked about. Creating copy. And I’d like to speak about that just a little bit extra, as a result of that’s one thing that typically talking, people such as you and I in a tech background, aren’t often requested to create plenty of copy that’s for the writers, though really I’m a little bit of a author, however how would you say AI has improved your writing talents and perhaps give us some examples.

[00:12:31] Gabe Wahhab: Yeah. So I’m really a horrible author. I ought to say it was a horrible author. It was imagine it or not. Actually unhealthy at it or was actually unhealthy at it. I ought to say initially, simply the way in which my mind works is it’s onerous for me to, like, I perceive it. I’ve it out right here, however it’s onerous for me to get it out on the paper typically.

And so when AI got here alongside, it got here alongside actually simply on the proper timing for me, proper. Once I needed to really begin writing much more copy and begin entering into much more messaging at the moment. And it, it’s simply been so excellent for me as a result of I can simply, , Take a bunch of concepts out of my head and random fragments and get these onto paper.

After which I can inform AI, Hey, clear this up, give it readability, bundle it into one to 2 brief sentences, , give it some context round your, Hey, right here’s my persona. Right here’s what I’m making an attempt to realize. These are my speaking factors. Assist me get it there. Proper. And, and it may give me that 80%. It could possibly assist me get.

To some extent the place I can then type of clear up that final 20%, realizing who my viewers is, realizing my persona and, and actually simply having the ability to put that closing polish and lower on the diamond simply to get it precisely the place it may be. And it, it actually, it actually took me from having very tough copy it, not being one thing that was my essentially sturdy level to having leaders throughout the firm saying, wow, you, you do, , You probably did a very nice job penning this, , that is actually spot on.

It’s quite simple. It’s very clear. It has plenty of readability and so it’s, it’s made an enormous distinction for me particularly, , inside, inside that space, however so these are simply the fundamentals, proper? For the final yr and a half, I’ve really been tremendous, tremendous busy launching a content material hub, proper? That was my important focus for concerning the final yr and a half, however I’ve been accumulating all of those totally different concepts that I’m like able to work on really at this level now, as a result of I’ve just a little little bit of time without work.

And so I’m able to type of take these concepts to the subsequent stage. And I believe there’s simply a lot you are able to do. , particularly with content material repurposing creating like customized GPTs, , like if you happen to have a look at content material repurposing, you may take one piece of content material and make it into a number of items of content material.

However , you may create a GPT that’s particular to your customers. That’s skilled in your personas. You may have customized constructed prompts that you really want there along with your pains. So primarily, , one of many methods, or one of many issues that I used to do is I used to type of have a look at who my persona and my audiences, proper?

So if I’m chatting with a SMB versus a mid market versus a company viewers, proper, I’ll. Ask it, how do I message it to this particular persona or viewers? And now we have tons of knowledge on that, proper? So if you happen to have a look at, as an illustration, Gong, you’re having gross sales calls on a regular basis. You’re getting pains, you’re understanding what persons are on the lookout for.

You’re understanding what’s working effectively, what’s not working effectively. So we will, we will have a look at all that knowledge individually, but when we will begin to analyze all that knowledge and put that particularly. Into into context now. And now we have that, we will acquire insights into that. We are able to begin to ask it questions. We are able to begin to phase it.

We are able to have a look at what’s working and what’s not been working so far as gross sales go. After which base our messaging based mostly on that, taking all that knowledge and feeding it, we will now actually begin to enhance what our messaging is like, what our copywriting is like when now we have all that additional knowledge round it. And so you would then ask it to then.

Proper. You particular copy, you may ask it to do personalization for you particularly. Proper. So perhaps you’re tying that in with some type of mannequin to say, Hey, I wish to ship this electronic mail, this individual is in miss mid market. They’ve these pursuits, this park this individual’s an SMB. They’ve been on this.

Now we will particularly begin to tailor. Personalization and messaging inside copywriting to these particular audiences based mostly on actual knowledge that we’re seeing in actual time and have that up to date over time. So there are some very thrilling use circumstances that I’m type of on the brink of dive into proper now and begin extra carefully.

However there’s, there’s simply so many prospects on the market. And it’s, it’s it’s, it’s simply so thrilling.

[00:16:56] Mike Allton: There are plenty of prospects. Actually, that’s, that’s one of many preeminent targets of this present is simply to share some particular examples, each episode to assist the markers begin to wrap their brains round what they’ll do.

As a result of I’ve typically stated, AI isn’t a software like Canva the place. , earlier than you even open the app, that is to assist me create visible graphics, proper? , that you just don’t should be advised that you just would possibly should be identified tips on how to do it. And that type of factor, AI is totally different. It’s, it’s a underpinning know-how.

It’s a layer, proper? That may be utilized in a myriad methods. And with out these examples and concepts, it’s actually onerous to wrap our brains round it. I really like the way you have been speaking about customized GPTs and repurposing. I’ve obtained. A customized GPT that I’ve created that simply encapsulates my fashion and my voice, my, my, my, , writing strategy.

And I’ve a unique one which encapsulates my audience and I’ve mixed them for repurposing as a result of each week I’m popping out with, with these sorts of episodes and I’ve a LinkedIn publication that’s based mostly on a. Current podcast episode that’s written by AI. And we’re very clear about that.

It’s written by Clue, my AI assistant, and it’s, it’s a customized GPT, proper? The place I merely say, okay, right here’s this previous podcast episode. And it attracts on my writing fashion. It attracts on my audience and it creates a. Nice brief recap that I’m in a position to merely publish to LinkedIn with 2000 LinkedIn subscribers to that publication particularly.

So these are people who’re on the lookout for that regularly. One factor that you just talked about although, that I hoped you would speak just a little bit extra about is this concept of, of ICPs and goal prospects, as a result of that requires plenty of analysis, proper? We are able to’t simply say, Hey. Chat GPT. Who’s who ought to my goal buyer going to be?

You may’t have that dialog with Chat GPT, however it’s important to begin it by saying, ask me questions on my enterprise and assist us determine this out collectively. It’s going to ask you 10, 000 questions. In order that’s typically a time consuming half, however it’s additionally an important half. How are you leveraging AI your self relating to analysis and are there any particular insights that you just’ve been in a position to uncover?

[00:19:01] Gabe Wahhab: Yeah. I imply so very particularly. Like we type of talked about earlier, you are able to do a bunch of Zoom interviews, proper? You will have your Gong knowledge, you could have Zoom interviews you are able to do with prospects to raised perceive insights and pains. After which after you could have these interviews, you can begin to feed these in.

Like you may take these transcripts, feed them in and say, Hey, right here’s all my transcripts. Are you able to summarize these for me? Proper. Can you may you create a abstract of all of the totally different pains that got here up within the name? The various things persons are on the lookout for, the totally different developments you’re seeing. So you may, you need to use it to assist analyze particularly all these totally different transcripts and the, the developments you’re seeing you may, like we talked about earlier to take a look at particular segments and, and pair that alongside along with your Gong calls so that you’ve all that knowledge that you just might need in gong and having the ability to then analyze and type of pull these transcripts out and use these to type of analyze developments.

However even like, , one of many issues that. I used to do is I used to reply plenty of questions, proper? So all these, all these totally different questions usually on, on common, a few hundred questions a month. As a result of if you happen to have a look at help, help helps our prospects. Normally it falls on PMM to assist help gross sales, buyer success after they have product questions particularly.

So , If, if we will prepare AI to, as an illustration, have a look at these questions and reply them for us initially, that frees up plenty of our time as PMMs to have the ability to do this inside, , inside that side, but additionally to simply doing staple items like, Hey I’m, I’ve this new function I’m launching, take all of our opponents, have a look at.

If they’ve the same function, how are they messaging it? You may pop that right into a spreadsheet, have a fast comparability of all the things the place usually I might have needed to go to each single web site, discover that data, file it and so forth. Even to simply understanding for objection dealing with objection dealing with inside gross sales, analyzing calls issues of that nature.

So there’s, there’s plenty of developments we will type of glean simply by feeding it. Numerous knowledge after which having the ability to analyze that knowledge and see what insights come out of it. After which how we’d finest use that.

[00:21:13] Mike Allton: Love these examples. I just lately led an initiative at Agorapulse the place utilizing a software known as 1Up, we fed all of it of our buyer help documentation, all of our weblog posts All of our slight inside documentation, SOPs and that type of factor.

And it’s now a second mind for our complete gross sales and buyer going through staff, proper? The place they’ll go to that repository. They will ask you questions concerning the product. They will say, do now we have any tales of shoppers switching from this different competitor and I’ll deliver again testimonials and weblog posts, linked podcast interviews, all that’s there for gross sales to assist alleviate.

That point, both the, the time that they’re spending speaking to a PMM or help workers, proper? Or the time they’re simply losing trying round in 16 totally different locations and Google drives and other forms of Slite locations, looking for whether or not or not we even have the knowledge that’s on the lookout for, not to mention what that is likely to be.

People, we’re speaking with Gabe Wahhab concerning the some ways AI helps product advertising and marketing managers, Excel. And in a second, we’re going to dig into some particular challenges and alternatives, however first.

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Now Gabe, I do know you’re utilizing AI even in on a regular basis duties like, , constructing spreadsheets and cleansing up knowledge and people sorts of issues. Are you able to elaborate on a few of these purposes and the time that it’s saving you?

[00:23:35] Gabe Wahhab: Yeah, I imply, other than the fundamentals, one among my favourite issues, , once I say fundamentals, You feed it in, you feed it knowledge, you need it to scrub it up.

You need it to type of sync some knowledge from one space into one other space and have a very nice clear spreadsheet. I imply, there’s on a regular basis fundamentals. You should utilize it for that. However I believe one among my favourite ones is simply rapidly analyzing options and place positioning of opponents. So, and, and simply getting that rapidly into a pleasant little spreadsheet and simply having that actually.

Fast and prepared for you. And so as an alternative of getting to go from web site to web site to web site and accumulate that knowledge, we’re in a position to simply have that in a short time in a single place and accumulate all of it after which arrange it into one, one spreadsheet in a short time, one thing that may simply prevent only a ton of time there.

[00:24:21] Mike Allton: Obtained it. Now, one of many stuff you talked about earlier than that I wish to return to is repurposing, I type of touched on that, , as a straightforward instance, proper? Me taking an extended kind podcast and weblog submit recap and repurposing it right into a LinkedIn publication. How has it impacted your capability to repurpose, repurpose content material?

Throughout channels and codecs. Perhaps might you share in a hit story of the way you used AI for repurposing?

[00:24:45] Gabe Wahhab: Yeah, I imply, AI repurposing is definitely one among my favourite options for it. And at HubSpot, we really had this function we developed known as content material remix that I used to be utilizing on a regular basis. Nevertheless it’s a really comparable, really use case to what you stated with the podcast, however beginning with a webinar, it might be a podcast, any, you Like lengthy kind, wealthy piece of content material you can begin with.

I imply, once you create, when you could have a webinar, when you could have a podcast, usually, , you could have a set of issues that you just’re going to do after it. Proper. You’re going to. You’re going to create a touchdown web page, perhaps for an on demand model of it you would possibly wish to create an extended kind piece of content material out of it.

Like, let me take this and make it right into a PDF. Perhaps it’s going to be a downloadable supply or one thing like that. Perhaps you’re going to ship a electronic mail recap of the webinar to get folks to who missed it, perhaps to go to obtain the the PDF. Obtain the on demand model. You would possibly create a weblog abstract submit of it.

You would possibly wish to create some social video snippets to share these little 30 seconds snippets to advertise them on social media. You would possibly wish to create a complete. Pillar and spoke technique for search engine optimization off it. Perhaps you talked about only a ton of various subjects after which subtopics inside there, and so that you wish to create a hub and spoke technique so you may very simply.

Simply with AI and, and really particularly, I ought to say with this, this content material remix function that we constructed, however simply take that one piece of content material and spider it out into a number of different items of content material to type of get you began on that journey. And so that is, this has positively been one among, by far the preferred options that, that we had as a result of and I, I keep in mind a number of, I used to be, I used to be demoing this on the ground at inbound just lately.

And there was a pair examples that got here up that I type of overheard and noticed whereas I used to be on the market that have been simply, , simply so memorable for me. One, one was I used to be sitting there watching and, they usually stated, our rep goes to be so mad proper now as a result of as an alternative of being right here on the convention, she’s at.

And he or she’s in her lodge room doing all of those actual duties proper now that this software might be doing for her. And in order that was fascinating. After which I believe one other one which I noticed present up was an individual that simply very loudly stated, , holy, , particular phrase. And I simply appeared over and his jaw was on the ground and he was identical to, you may’t, I can’t imagine you are able to do that.

And how briskly you are able to do that now. However the period of time financial savings and simply repurposing and creating content material is, is simply large. It’s simply large.

[00:27:23] Mike Allton: Couldn’t agree extra. Trigger to your level beforehand, if people needed to do that, trigger we’ve had lengthy kind video for a very long time, many, a few years. And if you happen to needed to repurpose it, that was a big funding of time, notably if you happen to needed to do.

All of the issues that we knew finest practices sensible, we should always do. Let’s say you probably did a reside to Google Hangouts on air, perhaps, or a Fb reside or one thing like that again within the day. Nicely, you might need 30 to 60 minutes of a video. Perhaps you had a panel or a few folks speaking that’s 5 to 10, 000 phrases of textual content.

So completely. You need that to point out up. On the weblog, however you’ve obtained to scrub up that transcript and make it formatted properly so that folks don’t really feel like they’re studying a transcript. They really feel like they’re studying a prose article, and then you definitely wish to take out the video clips. However meaning it’s important to watch the complete 30 to 60 minute video no less than a few times extra to determine these clips.

Pull them out and at these, , I imply, it simply goes on and on and on. You may discuss spending days getting content material out of that one factor, which on the finish of it’s nice as a result of now you could have, I’ve performed a chat. I might let you know 9, actually 96 various things, items of content material that you would get out of 1 Fb reside video, however who’s obtained that type of time.

Very, very, and in the event that they do at the moment, it’s as a result of they’re up of their lodge room, they’re As an alternative of being on the occasion the place they spent thousand {dollars}. I imply, by the way in which, we’re speaking a few 4 to 500 an evening lodge room, by the way in which, in downtown Boston, not an costly alternative. Inform me just a little bit extra although.

We’re speaking about HubSpots. Is it the remix function? Is that what it’s known as? Content material remix. Sure. Content material remix. What are the choices when it comes to what sort of content material it may well create?

[00:29:05] Gabe Wahhab: Yeah, so you may so there’s each enter and output so from an enter perspective you may enter video you may enter audio you may enter from a url.

You may enter a pdf or From with the content material with that’s inside HubSpot for output. Then you may output to video, you may output to audio you may output to weblog posts you may output to SMS messages, adverts social posts nearly actually something that HubSpot can create. You may output to straight from there.

After which the, the, the fantastic thing about it’s, is, , once you, once you attempt plenty of instruments initially, proper. Lots of people don’t. They don’t actually have plenty of success initially, or they’re like, it sounds robotic, doesn’t sound like me, doesn’t have the factors on my enterprise and so forth. However the, the wonder is, is that once you first arrange the product, now we have the settings the place you set in what your advertising and marketing targets are, you arrange a model voice the place you feed it, writing samples of your content material, and it’ll create a model voice on a per channel foundation.

Proper? So every channel goes to have a unique model voice as a result of Instagram is just not going to sound the identical as LinkedIn, which isn’t going to sound the sound as identical, the sound as a weblog. Proper. You’re going to feed it product descriptions of your merchandise and all of the totally different merchandise that you’ve.

And so it has all this context, proper? Which generally you’re spending plenty of time placing that right into a immediate or coaching one thing on all that data the place you simply put that in initially. And it has all that context each time it’s going to create this content material for you. And so it actually provides you the simple button as a result of we’ve primarily.

Found out what one of the best LLMs or totally different fashions to make use of for that particular goal are. We discovered what one of the best immediate to jot down for it’s, and now we have all of the context in your ICP and personas. Trigger that’s one of many different issues really is we, we enter the ICP as a part of it too, and you’ll really select which particular ICP you’re creating it for.

So now we have the details about who you’re creating it for. And now we have the details about your model and the services that you’ve. And so it’s obtained plenty of context, which is so critically essential when creating content material that it has all of that context as effectively. And so I believe it’s tremendous essential use case, , for that to, to, to, for repurposing content material and simply creating content material on the whole.

[00:31:18] Mike Allton: I really like these sorts of approaches to utilizing AI the place it’s not only a clean canvas, like a, like a, a model new Chat GPT chat, the place it’s as much as you to resolve what to inform it, what to ask it for that type of factor, as a result of the software has been designed round repurposing content material, proper?

It’s asking you up entrance. Present us all these various things. It’s like my buddy Ruheene, who we’re going to speak to in a, in a pair extra episodes sooner or later she has obtained a product, Hey Levi, that’s all about growing personas for the model, proper? So it’s asking you all of the questions it must ask.

So it’s prompting you because the model, proper? What do you could do to feed me in order that I can create a very incredible goal ICP or a number of personas you can then, , use. feed again in HubSpot and other forms of instruments and be sure that your advertising and marketing is on message. I believe that’s incredible, each for entrepreneurs and for PMMs, for anyone who’s in advertising and marketing and gross sales.

However let’s, let’s return to you and your PMM function for a second, as a result of I wish to discuss a few of the challenges and limitations perhaps that you just’ve confronted notably with AI. In that function and the way you’ve overcome them.

[00:32:30] Gabe Wahhab: Yeah. Look, I imply, I believe plenty of the challenges that we’re going to face are the identical challenges that everyone else goes to face.

So, I imply, you could have issues like your hallucinations that you just’re usually going to have, or it’s simply arising with issues which are incorrect. You’re going to have, did I give it the correct prompts? , as I used to be asking it, did I get the prompts proper? Am I giving it the correct data that it wants?

So I don’t know if the challenges that we face are essentially distinctive Distinctive to essentially what everyone else out there is, is usually going through. It’s, it’s plenty of the identical stuff you’re going to come across in some way, I’d say.

[00:33:08] Mike Allton: That makes plenty of sense for many who perhaps are new to AI notably in the event that they’re PMs PMMs, they usually’re trying to leverage or discover some AI instruments, what recommendation would you give them?

And are there any particular instruments or approaches that you just’d suggest?

[00:33:22] Gabe Wahhab: , truthfully, simply getting began small. Begin small, begin experimenting, after which simply proceed to develop in what you’re doing, discover a particular use case and simply attempt to remedy for that particular use case, as a result of I believe the true magic occurs isn’t just type of getting in and writing a number of prompts and type of getting a response it’s, it’s discovering a particular drawback you’re making an attempt to resolve after which getting particularly.

, begin making an attempt to particularly sort out that problem, making an attempt to particularly sort out that drawback. And I do know you don’t, you don’t essentially should have one thing fancy, simply begin small after which begin to develop it, proper. Begin to refine it. As you begin to create that resolution begin having a few of the others inside your organization, use it and battle take a look at it.

After which as you, as you begin to, as you begin to refine it and have a very nice product, you may then spend increasingly time primarily creating what you could, to resolve these challenges for you. I believe too, the PMA product advertising and marketing Alliance has a number of assets you can have a look at, proper?

They they’ve been. They’ve been they’ve PMM GPT as an illustration, which you can begin to type of simply mess around with and begin to simply type of get a really feel for I don’t know if it’ll essentially assist you to in, in your everyday work, however it’s an fascinating software simply to type of assist you to get a really feel.

And so they even have some articles on AI. You can begin to type of delve into a few of what the use circumstances is likely to be and simply a few of the yeah, a few of the use circumstances round tips on how to use AI inside PMM as effectively.

[00:34:49] Mike Allton: Terrific recommendation. We’ve had plenty of friends on the present who’re echoing what you’re saying about simply begin small.

Don’t attempt to utterly revolutionize your function in your profession in 24 hours as a result of it’s not going to occur. And I really like the recommendation of their GPTs. It’s one thing we’ve type of hinted at, however haven’t actually come proper out and stated, go have a look at GPT libraries, go have a look at what different capabilities and prompts are on the market and see what would possibly apply to the work that you just’re already doing immediately.

And undertake one. That’s how I obtained the customized GPT that I, that I’ve created now as my present runner. I I’ve realized about it as an thought and I checked out what they have been doing and I’ve tailored it and adjusted it over the time, however now I’ve a whole customized GPT the place I get to simply feed it the visitor identify, their LinkedIn, they do a Bing search, , and we undergo this means of growing the present collectively.

And it saves me a lot time. Time. That’s only one instance. The issues that I discovered I’m doing regularly, and I can deliver a I to assist me with that. Gabe, my final query for you is all the time one among my favourite ones, as a result of I do know it’s so onerous to reply. And that’s, if we’re trying forward at how a I is growing, how do you see it impacting the function, notably relating to product advertising and marketing?

And are there any particular improvement that perhaps you’re enthusiastic about down the highway?

[00:36:09] Gabe Wahhab: I imply, Velocity and effectivity are going to be huge components, however that’s going to be huge components for everyone. Proper.

So one among my, one among my favourite issues I believe is type of relating. AI to a calculator. And when calculators first got here out and what they did at the moment, a calculator was first utilized by an engineers, proper? Or people who find themselves doing tons and tons of math calculations all met by hand manually. And so what it did is it simply sped up the period of time that folks needed to spend doing these calculations, which allowed them to then concentrate on , core issues With the ability to get to market sooner and so forth.

So I believe inside each function, whether or not you’re going to be a PMM or no matter that function is, you’re going to see the identical factor with AI. It’s simply going to turn out to be a part of on a regular basis life. It’s going to, you’re going to see it in all of your totally different instruments. You’re going to have your individual customized instruments that you just’re going to construct for, , particular use circumstances that you just would possibly use, however in the end it’s going to make you permit you to work a lot sooner and, and permit you to then get to market a lot sooner as effectively.

With what you’re doing for messaging, with what you’re doing for analysis, with all of the various things that you could be be doing, it’s simply going to actually start to speed up that course of. However then on high of that, I believe outdoors of just like the time financial savings and effectivity aspect. I’m extraordinarily excited for like personalization at scale, optimization and testing at scale and simply having the ability to do a few of these issues with AI within the combine, , since you’ve by no means been in a position to essentially say, Hey, Hey, Let me exit and take a look at messaging at scale on a one to 1 foundation and see what the outcomes appear to be.

And now we will, we will do this and we will get that data, particularly you probably have sufficient site visitors to get it in a short time, you will get it in a short time. And so I’m actually excited for that. , I, I believe you went over this, hadn’t simply had a present on it not too way back on pocket book LM and a few of the actually thrilling issues I believe which are going to return out of that.

I’m, I’m excited for the continuation of what Claude Sonnet’s doing and what flux is doing with picture era. I believe picture era nonetheless has some, some room to go, however I imply, simply general, it’s, it’s thrilling instances and the pace at which issues are altering and, And so is, is admittedly superb, however these are a few of the issues that I’m, I’m enthusiastic about.

[00:38:29] Mike Allton: It’s thrilling. Issues are transferring so quick. You talked about pocket book LM, the place we’ve simply obtained such an enchancment in simply the previous six to 12 months when it comes to voice recognition and the power for AI to generate voice that could be very human. Like on the fly. I just lately noticed a video from Chris Penn, the place he was demonstrating the His, I believe he known as it synthetic personas.

I is likely to be getting that improper, however he’s utilizing AI to develop personas. After which he’s, he’s loading all that up in again into an AI in order that he can have a dialog with it. And I’ll hyperlink to that video demo within the notes as a result of it actually, it was a very clear. Mum or dad and phenomenal demonstration of how far AI has come and its capability to have a dialog actual time with an actual human a few very particular matter that may assist the human.

So on this case, from the PMM perspective, it’s turning into a very helpful software for serving to to coach gross sales workers on new product options, as an illustration, or give them The coaching of, , pretending to enter a gross sales name, discuss a brand new function, a demo, actually thrilling instances. And this has been a incredible dialog.

Thanks a lot sport for folk who wish to know extra about you. Perhaps we wish to join with you or observe you. The place can they go?

[00:39:51] Gabe Wahhab: LinkedIn is often the best manner. You additionally go to my web site, gabewahhab. com. That a kind of two areas are best strategy to get in touch with me.[00:40:01] Mike Allton: Terrific. Thanks a lot, Gabe people.

Recognize you listening immediately. We’ll have all of these hyperlinks within the present notes beneath. And I obtained to let you know, if that is your first foray into AI and advertising and marketing, I’ve obtained a useful resource only for you. It’s linked down beneath. It’s the AI advertising and marketing primer. It’s going that will help you perceive all these little buzzwords and particular labels we’ve been speaking about all through the present, LLMs, Genesis, Claude, ChatGPT, what’s the distinction between all these items?

What does all of it imply to you? And how are you going to study all that? And get forward in your profession. Test that out within the hyperlinks beneath till subsequent time. Welcome to the grid. Thanks for becoming a member of us on AI in advertising and marketing unpacked. I hope immediately’s episode has impressed you and given you actionable insights to combine AI into your advertising and marketing methods. If you happen to loved the present, please subscribe in your favourite podcast platform and take into account leaving a overview. We’d love to listen to your ideas and reply any questions you might need.

Don’t overlook to affix us subsequent time as we proceed to simplify AI and assist you to make an actual impression in your advertising and marketing efforts till then hold innovating and see simply how far AI can take your advertising and marketing. Thanks for listening and have a incredible day.

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