The Recreation-Altering Position of AI

Product Advertising Managers, let’s face it: you’re juggling one million duties, from crafting compelling narratives to deciphering market traits, 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 driving a unicycle – difficult, to say the least. However what if there was a technique to not simply sustain, however to leap forward? Enter the game-changing world of AI, a instrument that’s revolutionizing the PMM playbook sooner than you possibly can 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 expertise to supercharge their efforts? That’s precisely what we’re about to unpack. To information us by way of this AI-powered advertising and marketing revolution, we’ve got a real skilled within the subject becoming a member of us as we speak.

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 business giants like HubSpot, the place he performed a key position 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: Unpacked host Mike Allton requested Gabe Wahhab about:

✨ AI-Powered Effectivity: Synthetic Intelligence considerably boosts PMM productiveness by automating routine duties and streamlining advanced 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 allows PMMs to assemble and analyze huge quantities of information shortly, informing extra strategic decision-making.

Study extra about Gabe Wahhab

Sources & Manufacturers talked about on this episode

Full Transcript

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Elevating Product Advertising – The Recreation-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 could ask it, how do I message it to this particular persona or viewers? And we’ve got tons of information on that, proper? So in case you have a look at, for example, Gong, you’re having gross sales calls on a regular basis. You’re getting pains. You’re understanding what individuals are searching for.

You’re understanding what’s working nicely, what’s not working nicely. So we are able to, we are able to have a look at all that knowledge individually. But when we are able to begin to analyze all that knowledge and put that particularly into, into context now, and we’ve got that, we are able to 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 are able to now actually begin to enhance what our messaging is like, what our copywriting is like, when we’ve got all that additional knowledge round it.

[00:00:58] Mike Allton: Welcome to AI in Advertising: 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 affect on advertising and marketing methods. Every episode, we’ll break down AI ideas into manageable insights and discover sensible functions 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 it’s good to succeed. So tune in and let’s unlock the ability of AI collectively.

Greetings program. Welcome again to AI in Advertising: Unpacked the place I selfishly use this time to choose 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 be taught 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 one million duties, from creating compelling narratives, to deciphering market traits, 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 driving a unicycle. Difficult, to say the least. However what if there was a technique to not simply sustain, however leap forward, enter the sport altering world of AI, a instrument and expertise that’s revolutionizing the PMM playbook, sooner than you possibly can 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 expertise to supercharge their efforts? That’s precisely what we’re about to unpack. To information us by way of this AI powered advertising and marketing revolution, we’ve bought a real skilled within the subject becoming a member of us as we speak. 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. Business giants like HubSpot, the place he performed a key position 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 completely happy to be right here as we speak.

[00:03:13] Mike Allton: So glad to have you ever. That is thrilling. I do know we’re going to be doing lots to assist product entrepreneurs and entrepreneurs usually, however may you stroll us by way of initially your journey from having a tech background to being a product advertising and marketing supervisor and the way did that distinctive perspective form of put together you for leveraging AI, do you suppose?

[00:03:31] Gabe Wahhab: Yeah, completely. So I truly fell in love with expertise fairly younger. I initially. Really needed to be a health care provider. I used to form of go round watching surgical procedures and issues like that. Once I was youthful, I used to be actually intrigued, however it was truly pressured to take a programming class at 14 and simply completely fell in love in love with it.

And in order that form of led to simply diving. Diving in head first into the whole lot tech. After which at 19, actually, once I was in faculty, I truly 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 in case you may even keep in mind again to a time when folks didn’t have web sites, however that’s when folks had been simply beginning to want web sites initially.

And in order that was one thing I had simply discovered do alone. 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 nicely, as a result of one of many early issues I did was I used to be taking. Digicam techniques like these outdated analog digital camera techniques and importing photos 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. They usually, they used to ship round I feel 12 areas. They used to ship round. Individuals to each location to verify it bought opened and issues had been being completed proper. And now they may simply view it on-line and now it’s so commonplace, however, however again then, you recognize, it took plenty of efforts and expertise to get to one thing like that.

After which that ultimately spiraled into form 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 form of the place I’m, the place I’m as we speak now could be, and my journey into tech, however simply at all times had a giant love for, for computing tech software program you recognize, 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 school for music after which shortly, actually shortly pivoted into pc science and historical past and bought into that it world, began constructing web sites, began promoting servers and the whole lot it. So I fully associated to your, your journey, at the very least in that a part of your life.

Now, one of many issues that we had been speaking about earlier than, Present was simply how a lot time AI has been saving you. And I puzzled in case you may form of share a typical day within the lifetime of a of A PMM. A whole lot of people listening perhaps aren’t, nicely, they actually aren’t pmms they usually might not even have pmms of their group, in order that they is probably not aware of the position and the way AI is impacting or has impacted that form of work.

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

, totally different go to market motions, however similar factor. We’re additionally listening to the market and bringing that in to the product group in order that we get a very good product market match in order that we perceive what the customers are searching for. In order that may very well be in each single day just isn’t the identical, proper? We’re doing all types of various issues.

On a regular basis. So it simply depends upon the place you, the place your product is in that journey. And that may very well be altering consistently. So I is likely to be coaching gross sales on 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 group and inform you recognize, on particular options. We, we may very well be planning a giant launch, proper. For the product. There’s so many alternative areas we are able to form of department into. And so there’s plenty of totally different alternatives for utilizing AI. Simply a few of the fundamentals, in fact, you recognize, you might have writing, ideation, higher understanding personas, you recognize, simply these are a few of the primary use instances, 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 instances in methods that may you utilize it to make use of, to do very particular issues together with your work.

However I imply, these are simply a few of the, I feel, fundamentals at a, at a excessive degree.

[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 group or division at Agorapulse. So earlier than, I imply, actually only a 12 months 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 in case you may simply dive into that. How had been you utilizing AI for producing new concepts in that position particularly? And the way has it perhaps even modified your brainstorming course of?

[00:08:27] Gabe Wahhab: Yeah, completely. So, you recognize, 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 know. , 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 clear up their ache. And which, which, by the way in which, in case you’ve ever tried Chat GPT or a few of these different instruments and to, to put in writing some issues, they’re truly actually good at writing very jargony advertising and marketing, if that’s what you’re searching for, however, but in addition 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, you recognize, in case you’re making an attempt to narrate one thing to a theme, you possibly can be simply bouncing concepts backwards and forwards, like, Hey, I’m searching for a selected theme round this idea.

Proper. And so you possibly can be utilizing it simply to do backwards and forwards. These are issues that I used to do. I’d, I’d go discuss to our inventive group again within the day. , the people who find themselves excellent at creating very inventive messaging or I only a very inventive graphics or no matter they’re doing.

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

However similar factor too, you recognize, once you’re. Engaged on decks that it’s good to current and also you’re searching for concepts or methods to phrase issues or methods to form of define a whole deck it may actually aid you with that. So simply a few of the, simply a few of the fundamentals there round ideation, I’d say, and simply having.

That form of backwards and forwards dialog, utilizing it to generate concepts. It’s actually good at that. I feel too, in case you’re truly creating content material, that is the place it may actually shine as a result of that is the place you possibly can simply put in a selected matter and it may simply pump out a bunch of various ways in which, you recognize, you possibly can write content material round that matter.

So for content material creation, I imply, that’s among the finest. That’s among the finest use instances that you simply’re seeing in advertising and marketing. And I feel that individuals are actioning on you recognize, 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 aptitude 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 needs to be adopting and integrating AI. AI, how essential it’s to maintain people in that course of.

Not simply, you recognize, like reality checking and that kind of factor. Proper. However speaking about understanding how people within the firm are going to be impacted or efficient, how the roles could be modified and that kind of factor. So I simply dumped all these items in there. Then I mentioned, Hey, I wish to flip this into an organized framework that I can truly 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, you recognize, this, this an acronym that I couldn’t have completed, I’ll be sincere, you recognize, as a result of it has all the library of, of, of phrases and vocabulary, the supply there.

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

[00:12:31] Gabe Wahhab: Yeah. So I’m truly a horrible author. I ought to say it was a horrible author. It was consider 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 arduous for me to, like, I perceive it. I’ve it out right here, however it’s arduous for me to get it out on the paper generally.

And so when AI got here alongside, it got here alongside actually simply on the proper timing for me, proper. Once I needed to truly begin writing much more copy and begin stepping into much more messaging at the moment. And it, it’s simply been so good for me as a result of I can simply, you recognize, 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 quick sentences, you recognize, give it some context round your, Hey, right here’s my persona. Right here’s what I’m making an attempt to attain. These are my speaking factors. Assist me get it there. Proper. And, and it may give me that 80%. It could actually assist me get.

To some extent the place I can then form of clear up that final 20%, figuring out who my viewers is, figuring out my persona and, and actually simply with the ability to put that ultimate polish and reduce 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 inside the firm saying, wow, you, you do, you recognize, You probably did a very nice job penning this, you recognize, 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, you recognize, inside, inside that space, however so these are simply the fundamentals, proper? For the final 12 months and a half, I’ve truly been tremendous, tremendous busy launching a content material hub, proper? That was my fundamental focus for in regards to the final 12 months and a half, however I’ve been accumulating all of those totally different concepts that I’m like able to work on truly at this level now, as a result of I’ve slightly little bit of time without work.

And so I’m able to form of take these concepts to the following degree. And I feel there’s simply a lot you are able to do. , particularly with content material repurposing creating like customized GPTs, you recognize, like in case you have a look at content material repurposing, you possibly can take one piece of content material and make it into a number of items of content material.

However , you possibly can create a GPT that’s particular to your customers. That’s skilled in your personas. You’ll be able to have customized constructed prompts that you really want there together with your pains. So basically, you recognize, one of many methods, or one of many issues that I used to do is I used to form 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 could. Ask it, how do I message it to this particular persona or viewers? And we’ve got tons of information on that, proper? So in case you have a look at, for example, Gong, you’re having gross sales calls on a regular basis. You’re getting pains, you’re understanding what individuals are searching for.

You’re understanding what’s working nicely, what’s not working nicely. So we are able to, we are able to have a look at all that knowledge individually, but when we are able to begin to analyze all that knowledge and put that particularly. Into into context now. And we’ve got that, we are able to 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 are able to now actually begin to enhance what our messaging is like, what our copywriting is like when we’ve got all that additional knowledge round it. And so you possibly can then ask it to then.

Proper. You particular copy, you possibly can ask it to do personalization for you particularly. Proper. So perhaps you’re tying that in with some kind of mannequin to say, Hey, I wish to ship this e-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 are able to 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 instances that I’m form of on the point of dive into proper now and begin taking a look at 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. In actual fact, 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 usually mentioned, AI isn’t a instrument like Canva the place. , earlier than you even open the app, that is to assist me create visible graphics, proper? , that you simply don’t must be advised that you simply would possibly should be identified do it. And that kind of factor, AI is totally different. It’s, it’s a underpinning expertise.

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

And I’ve a distinct one which encapsulates my target market 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 e-newsletter that’s based mostly on a. Present 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 type. It attracts on my target market and it creates a. Nice quick recap that I’m in a position to merely publish to LinkedIn with 2000 LinkedIn subscribers to that e-newsletter particularly.

So these are people who’re searching for that frequently. One factor that you simply talked about although, that I hoped you possibly can discuss slightly bit extra about is this concept of, of ICPs and goal clients, 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’ll be able to’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 usually a time consuming half, however it’s additionally a vital half. How are you leveraging AI your self on the subject of analysis and are there any particular insights that you simply’ve been in a position to uncover?

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

Like you possibly can 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 possibly can you create a abstract of all of the totally different pains that got here up within the name? The various things individuals are searching for, the totally different traits you’re seeing. So you possibly can, you should use it to assist analyze particularly all these totally different transcripts and the, the traits you’re seeing you possibly can, like we talked about earlier to take a look at particular segments and, and pair that alongside together with your Gong calls so that you’ve got all that knowledge that you simply may need in gong and with the ability to then analyze and form of pull these transcripts out and use these to form of analyze traits.

However even like, you recognize, 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 sometimes on, on common, a few hundred questions a month. As a result of in case you have a look at help, help helps our clients. Often it falls on PMM to assist help gross sales, buyer success once they have product questions particularly.

So you recognize, If, if we are able to prepare AI to, for example, 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, you recognize, inside that side, but in addition to simply doing staple items like, Hey I’m, I’ve this new function I’m launching, take all of our rivals, have a look at.

If they’ve the same function, how are they messaging it? You’ll be able to pop that right into a spreadsheet, have a fast comparability of the whole lot the place usually I’d have needed to go to each single web site, discover that info, document 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 traits we are able to form of glean simply by feeding it. A whole lot of knowledge after which with the ability to analyze that knowledge and see what insights come out of it. After which how we would greatest use that.

[00:21:13] Mike Allton: Love these examples. I just lately led an initiative at Agorapulse the place utilizing a instrument referred to 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 kind of factor.

And it’s now a second mind for our total gross sales and buyer going through group, proper? The place they’ll go to that repository. They’ll ask you questions in regards to the product. They’ll say, do we’ve got any tales of consumers switching from this different competitor and I’ll convey 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 data that’s searching for, not to mention what that is likely to be.

People, we’re speaking with Gabe Wahhab in regards to 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, you recognize, constructing spreadsheets and cleansing up knowledge and people sorts of issues. Are you able to elaborate on a few of these functions and the time that it’s saving you?

[00:23:35] Gabe Wahhab: Yeah, I imply, except for the fundamentals, considered one of my favourite issues, you recognize, once I say fundamentals, You feed it in, you feed it knowledge, you need it to scrub it up.

You need it to form 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 use it for that. However I feel considered one of my favourite ones is simply shortly analyzing options and place positioning of rivals. So, and, and simply getting that shortly into a pleasant little spreadsheet and simply having that basically.

Fast and prepared for you. And so as an alternative of getting to go from web site to web site to web site and gather that knowledge, we’re in a position to simply have that in a short time in a single place and gather 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: Bought it. Now, one of many stuff you talked about earlier than that I wish to return to is repurposing, I form of touched on that, you recognize, as a simple instance, proper? Me taking an extended type podcast and weblog put up recap and repurposing it right into a LinkedIn e-newsletter. How has it impacted your capacity to repurpose, repurpose content material?

Throughout channels and codecs. Possibly may you share in successful story of the way you used AI for repurposing?

[00:24:45] Gabe Wahhab: Yeah, I imply, AI repurposing is definitely considered one of my favourite options for it. And at HubSpot, we truly had this function we developed referred to as content material remix that I used to be utilizing on a regular basis. However it’s a really comparable, truly use case to what you mentioned with the podcast, however beginning with a webinar, it may very well be a podcast, any, you Like lengthy type, wealthy piece of content material which you could begin with.

I imply, once you create, when you might have a webinar, when you might have a podcast, sometimes, you recognize, you might have a set of issues that you simply’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 type piece of content material out of it.

Like, let me take this and make it right into a PDF. Possibly it’s going to be a downloadable provide or one thing like that. Possibly you’re going to ship a e-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 put up 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 whole. Pillar and spoke technique for search engine marketing off it. Possibly 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 possibly can 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 form of get you began on that journey. And so that is, this has positively been considered one of, by far the most well-liked options that, that we had as a result of and I, I keep in mind just a few, 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 form of overheard and noticed whereas I used to be on the market that had been simply, you recognize, simply so memorable for me. One, one was I used to be sitting there watching and, they usually mentioned, 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 she or he’s in her resort room doing all of those actual duties proper now that this instrument may very well be doing for her. And in order that was fascinating. After which I feel one other one which I noticed present up was an individual that simply very loudly mentioned, you recognize, holy, you recognize, particular phrase. And I simply seemed over and his jaw was on the ground and he was similar to, you possibly can’t, I can’t consider 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 type video for a very long time, many, a few years. And in case you needed to repurpose it, that was a big funding of time, significantly in case you needed to do.

All of the issues that we knew greatest practices clever, we must always do. Let’s say you probably did a stay to Google Hangouts on air, perhaps, or a Fb stay or one thing like that again within the day. Properly, you may need 30 to 60 minutes of a video. Possibly 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 bought to scrub up that transcript and make it formatted properly so that individuals don’t really feel like they’re studying a transcript. They really feel like they’re studying a prose article, and then you definately wish to take out the video clips. However meaning it’s important to watch all the 30 to 60 minute video at the very least a couple of times extra to establish these clips.

Pull them out and at these, you recognize, I imply, it simply goes on and on and on. You could possibly 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 might have, I’ve completed a chat. I may inform you 9, actually 96 various things, items of content material that you possibly can get out of 1 Fb stay video, however who’s bought that form 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 resort room, they’re As a substitute 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 resort room, by the way in which, in downtown Boston, not an costly selection. Inform me slightly bit extra although.

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

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

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

After which the, the, the great thing about it’s, is, you recognize, once you, once you strive 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, we’ve got 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 distinct model voice as a result of Instagram just isn’t going to sound the identical as LinkedIn, which isn’t going to sound the sound as similar, 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 got.

And so it has all this context, proper? Which usually you’re spending plenty of time placing that right into a immediate or coaching one thing on all that info 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 offers you the simple button as a result of we’ve basically.

Discovered what the perfect LLMs or totally different fashions to make use of for that particular function are. We discovered what the perfect immediate to put in writing for it’s, and we’ve got all of the context in your ICP and personas. Trigger that’s one of many different issues truly is we, we enter the ICP as a part of it too, and you may truly select which particular ICP you’re creating it for.

So we’ve got the details about who you’re creating it for. And we’ve got the details about your model and the services that you’ve got. And so it’s bought plenty of context, which is so critically essential when creating content material that it has all of that context as nicely. And so I feel it’s tremendous essential use case, you recognize, for that to, to, to, for repurposing content material and simply creating content material usually.

[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 determine what to inform it, what to ask it for that kind of factor, as a result of the instrument has been designed round repurposing content material, proper?

It’s asking you up entrance. Present us all these various things. It’s like my good friend Ruheene, who we’re going to speak to in a, in a pair extra episodes sooner or later she has bought 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 it’s good to do to feed me in order that I can create a very unbelievable goal ICP or a number of personas which you could then, you recognize, use. feed again in HubSpot and other forms of instruments and guarantee that your advertising and marketing is on message. I feel that’s unbelievable, 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 position for a second, as a result of I wish to discuss a few of the challenges and limitations perhaps that you simply’ve confronted significantly with AI. In that position and the way you’ve overcome them.

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

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

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

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

And are there any particular instruments or approaches that you simply’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 clear up for that particular use case, as a result of I feel the actual magic occurs isn’t just form of moving into and writing just a few prompts and form of getting a response it’s, it’s discovering a selected downside 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 downside. And I do know you don’t, you don’t essentially must 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 possibly can then spend increasingly more time basically creating what it’s good to, to resolve these challenges for you. I feel too, the PMA product advertising and marketing Alliance has just a few sources which you could have a look at, proper?

They they’ve been. They’ve been they’ve PMM GPT for example, which you can begin to form of simply mess around with and begin to simply form of get a really feel for I don’t know if it’ll essentially aid you in, in your daily work, however it’s an fascinating instrument simply to form of aid you get a really feel.

They usually even have some articles on AI. You can begin to form of delve into a few of what the use instances is likely to be and simply a few of the yeah, a few of the use instances round use AI inside PMM as nicely.

[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 fully revolutionize your position in your profession in 24 hours as a result of it’s not going to occur. And I really like the recommendation of taking a look at their GPTs. It’s one thing we’ve form of hinted at, however haven’t actually come proper out and mentioned, 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 simply’re already doing as we speak.

And undertake one. That’s how I bought the customized GPT that I, that I’ve created now as my present runner. I I’ve discovered about it as an thought and I checked out what they had been doing and I’ve tailored it and adjusted it over the time, however now I’ve an entire customized GPT the place I get to simply feed it the visitor title, their LinkedIn, they do a Bing search, you recognize, and we undergo this technique 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 frequently, and I can convey a I to assist me with that. Gabe, my final query for you is at all times considered one of my favourite ones, as a result of I do know it’s so arduous to reply. And that’s, if we’re trying forward at how a I is growing, how do you see it impacting the position, significantly on the subject of product advertising and marketing?

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

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

So considered one of my, considered one of my favourite issues I feel is form 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 individuals needed to spend doing these calculations, which allowed them to then concentrate on you recognize, core issues With the ability to get to market sooner and so forth.

So I feel inside each position, whether or not you’re going to be a PMM or no matter that position is, you’re going to see the identical factor with AI. It’s simply going to develop into 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 personal customized instruments that you simply’re going to construct for, you recognize, particular use instances that you simply would possibly use, however finally it’s going to make you will let you work a lot sooner and, and will let you then get to market a lot sooner as nicely.

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 essentially start to speed up that course of. However then on prime of that, I feel 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 with the ability to do a few of these issues with AI within the combine, you recognize, 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 like.

And now we are able to, we are able to do this and we are able to get that info, particularly you probably have sufficient visitors to get it in a short time, you may get it in a short time. And so I’m actually excited for that. , I, I feel 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 feel which are going to come back out of that.

I’m, I’m excited for the continuation of what Claude Sonnet’s doing and what flux is doing with picture technology. I feel picture technology 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 de facto 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 bought such an enchancment in simply the previous six to 12 months by way of voice recognition and the power for AI to generate voice that may be very human. Like on the fly. I just lately noticed a video from Chris Penn, the place he was demonstrating the His, I feel he referred to as it synthetic personas.

I is likely to be getting that flawed, 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. Dad or mum and phenomenal demonstration of how far AI has come and its capacity 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 changing into a very priceless instrument for serving to to coach gross sales workers on new product options, for example, or give them The coaching of, you recognize, pretending to enter a gross sales name, discuss a brand new function, a demo, actually thrilling instances. And this has been a unbelievable dialog.

Thanks a lot recreation for people who wish to know extra about you. Possibly we wish to join with you or observe you. The place can they go?

[00:39:51] Gabe Wahhab: LinkedIn is normally the best approach. You additionally go to my web site, gabewahhab. com. That a kind of two areas are best technique to get involved with me.

[00:40:01] Mike Allton: Terrific. Thanks a lot, Gabe people.

Respect you listening as we speak. We’ll have all of these hyperlinks within the present notes under. And I bought to inform you, if that is your first foray into AI and advertising and marketing, I’ve bought a useful resource only for you. It’s linked down under. 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 this stuff?

What does all of it imply to you? And how will you be taught all that? And get forward in your profession. Test that out within the hyperlinks under till subsequent time. Welcome to the grid. Thanks for becoming a member of us on AI in advertising and marketing unpacked. I hope as we speak’s episode has impressed you and given you actionable insights to combine AI into your advertising and marketing methods. In case you 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 may need.

Don’t overlook to hitch us subsequent time as we proceed to simplify AI and aid you make an actual affect 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 unbelievable day.