I Used Ai To Create A Marketing Strategy With One Prompt (Claude 3)

on today's show we have a killer episode today we're breaking down the worst mistake you can make in your marketing strategy and how you organize your marketing team then cuz we haven't seen each other while we're breaking down some AI news Kieran is about to show you the best AI prompt we have ever done on marketing Against the Grain he's do it in Claud 3 it is going to help you build an amazing marketing strategy plus we're talking AI video it is a jam-pack show I'm joined by Kieran Flanigan the CMO over at zappier this is marking Against the Grain let's get into Today's [Music] show Karen I feel like it's been ages my friend how are we doing it's been a long time Kip you've been on the road I feel like I could talk to you for like eight hours it's been so long before we get back to Today's Show here's a quick word from HubSpot if you're a marketer one thing I know for sure is you love data and boy we have data for you the 2024 state of marketing Port is chocked full of data and insights around the current trends that are shaping the marketing industry today things like artificial intelligence you know I love AI tools personalization influencer marketing all of the topics that are key to getting a competitive Advantage this year it's going to make sure you're not stuck in Old strategies and old tactics so click that link in the description and go get your free copy of the 2024 state of marketing report today now let's get back to Today's Show we haven't spent that much time together recently we appreciate everybody who's been tuning in some of the solo shows the schedules have been Madness board meetings travel plus being sick plus King on Parental leave we we've been doing it but we were kind of going through our DMS back and forth to each other and one of the DMS that really stood out was the new Starbucks CEO is a gentleman named Brady Brewer he started as a marketing manager at Starbucks Rose all the way up to being a chief marketing officer at Starbucks and is now the CEO of Starbucks that is an incredible incredible story I actually did a post of um CEOs who started their careers within companies and like became cosos over 20 years so he's he's one of the people I covered it is a it is like the flip side of what you see people talk about in Tac which is like hey continually move around that's how you progress your career one of the things that you've talked to about before on this show when we were talking about the reasons that count the counterintuitive reasons that you might stay at a company for a very long time is actually proven out by people who have become you know the CEO of Amazon I think it is CEO of Google there's a bunch of CEOs of large firms who actually built their entire career at those firms and one of the things that you pointed out was really to become a CEO of a company and a a company of that size that longevity within that company it doesn't just build your portfolio of things that you've done within that company it's the amount of knowledge you retain about the organization and that you have to have for a company of that size that sets you up for much better success than someone who has to come in as a brand new CEO doesn't have have the context doesn't have that that historical context doesn't really understand the culture and all these things so I absolutely love seeing these career arcs of people who really work their way up the other thing I love is like hey he really put in the hours like all the way from marketing manager over a 20-year period to CEO so I think those stories are really cool and a different way to think about your career yeah so so a couple things on this one humans comparison is what kills your career cuz you see the person you work with change job and they get some flashy new title but what you don't see is that person burn out and fail like 2 years later and then have a reset and a restart and all the kinds of crazy things that happen you assume that everybody moves on and great things happen to them right and that's just fundamentally not true the best way to manage your career regardless is to be very focused on you and what you want to do and what you think is the right decision not what everybody else is doing and there are two parts of that that I think are very underrated the first is it takes a long time to do great work if you just change jobs every 18 to 36 months you're never in any role with anyone team long enough to like really accomplish something great and something meaningful and the reason for that is my point number two we as humans the number one thing that we are terrible at is understanding the power of compounding math and we think about compounding math when it comes to Investments but compounding math is in every aspect of our life and so when you stay in one role the knowledge about that business your ability to learn your speed to learn your ability to compound in skills just goes much faster go horizontally across a bunch of different orgs and have to spend a bunch of time getting onboarded learning figuring out the technology doing all that all of those things stop the compounding skill growth you get when you're really in tune in a role do you agree with me yeah I agree with that I think the amount of knowledge you retain within an organization allows you to accelerate much faster as you progress in your career obviously not everyone does progress and you know people get stuck and people should leave companies because if you get stuck with an organizationally you don't think you're a progress and it's actually better for you and the company itself if you decide to leave but I think you shared a great tweet from Jason Lyin who's coming on the show which is and I'm paraphrasing cuz I have the tweet in front of me and you might remember it which he he's like the only reason to leave a successful company is if you ask yourself am I still have an impact here and if the answer is yes you should never leave right because it's really hard to find a company that's grown and and that's successful right and that's why there's a couple of things that I've always I I've never thought I was really good at managing my career I went to school there was no career guidance went to college no career guidance never really had career guidance from anyone so I was always quite indecisive and there's kind of two things that have worked for me which is everyone knows this for the most part about me thinking two-ear Sprints right like regardless if I stay in Organization for a long time or not it just helps me understand to your point what can I get done in two years because I think people think one year and one year is not long enough to make sizable amount of impact it really is like two years like you can have some impact in one year but like how do I have that Marquee thing that Marquee win I think that 2-year kind of time frame is really good well hold on the H the hack on that that's brilliant about your two-year Sprints thing that I want everybody to go and copy is that it's the perfect balance of like I'm committing to doing something long enough to have impact but it's a short enough period of time that I'm going to act with urgency right exactly right that I'm like oh I got I got 24 months I I got like I need to do some Stu yeah I got like L than 700 days I I got a counter going on and I every day has got to matter right and when you're like when you don't have any kind of counter you're like oh I just do this forever and so who cares if it takes me forever to get this thing done once you on it matters it doesn't force you to make the hard decisions right I I think people think two years is a long time it's not in a kind of tech rule there's a lot to do the other thing is when I'm thinking about like if you had to think about career decisions trying to have some sort of framework that works for you because your to your point when you're comp parent against someone else you're like oh look at the career decisions they're making why am I not doing the same similar sort of things you don't really know what they're optimizing for and so when I look at a career decision I'll break it into five core buckets which is like family life career finance company and rooll right and I'll ask myself does this role what is my goals within each one of those right so if your goal is I want to spend more time with the family and then your goal in career is like I want to advance my career and get to the next step up and then Finance I want more money company I want to work in a company like this and roll I want to roll like this and you have have to stack rank those right and then ask yourself does this change get me nearer to the thing I want in that bucket and then where are you willing to make tradeoffs and the place you're willing to make trade-offs are usually you look at your stack rank right so you might have family life right at the top and money right at the bottom so you're willing to make trade offs to have more time with the family and actually get paid less amount of money but you kind of have to know what you're prioritizing so there's a couple interesting things on this uh first there was a there was a long-term study done on working parents I think this study was PR predominant working mothers and it was there were two groups of people one that were exceptionally happy and one that were completely miserable and the people who were exceptionally happy they were like I'm going to be a good parent and I'm be very good at my job and nothing else actually matters I'm going to let everything else drop the people who were miserable were like trying to be good at their job being a good family member being a good daughter sister you know trying to be everything to everybody and they were just completely miserable and so you have to be very clear on not just what your priority is but you have to limit those priorities like David CRA who hosts the founders podcast his line is I care about three things Founders family and friends nothing else everything I do is in service of Founders family and friends and those are his three fs and I think that's pretty great cuz you're just like hey if you're not in one of those buckets doesn't mean you're not important but you're not poor to me at this particular moment right like that is not what I am prioritizing right now and I think that's it's really hard for people to do I feel like I have rubbed a lot of people the wrong way because I'm like no this is just not above my line I just can't care about this yeah you have to you have to be completely F like you just cannot the person who spreads too thin is the person who is likely least successful like you just have to have focus and the least happy I agree with that okay so there there's a couple there's a couple things that are going on here we gave a whole bunch of career advice just impromptu cuz I think we haven't been together for a while we just wanted to talk the second is we were talking about the new Starbucks CEO who was the CMO he made a choice in his elevation to the CEO role Kieran that I am very unhappy with and I want to talk to you about it today we whatsapped a little bit about this which is basically he is not back backfilling himself as a CMO they're not going to have a global CMO instead they're going to have regionally divided marketing teams with regional CMOS and I think this is the single biggest mistake any Market leader can make and I'm going to give you my quick 60-second reason as to why and I'd love you to react marketing today is a game of of craftsmanship and expertise and that expertise is not Regional Nuance that expertise is technology artificial intelligence algorithms how channels work how storytelling works and you do not get that when you have decentralized teams across regions first of all then your capital is allocated all poorly because I can tell you I've hired people all over the world there are some places it is better to hire for different skills than others and if you're just equally Distributing this end up in a very very bad spot with a team that probably doesn't have the talent profile that you're looking for you then have these teams competing against each other the more you fragment teams the more they compete with each other they compete with each other across goals resources email inventory all of this stuff in a way that is totally counterproductive and I freaking hate it I could not dislike this move anymore more anytime I talk to a Founder when they're like hey you know I's think about having like two different marketing teams for each product I'm like that is literally the worst thing you could ever do agree or disagree with me Karen 100% this is the worst decision you can make if you are uh a CEO or a Founder Uber learned this um some years back they actually did this en they did this exact model where they had all of these kind of regional CMOS and marketing teams run their own market and found the exact thing that you were talking about which is that they are replicating they are duplicating work they like a good idea they are duplicating work they are uh all fighting for the same resources marketing strategies are pretty Hit or Miss because some marketing teams might be good other marketing teams might not be good whereas a good idea is a good idea right and so if you have a core Central team that idea should just be internationalized across all these markets now there's a there's like an easy way to think through this and there's like a 2X two I think you've used and some of the hopspot folks have used for all time the important thing about that is okay if I'm a if I'm I'm a CEO what are you telling me like how do I actually internationalize my marketing team in this way well the thing we've used in HubSpot is is this role domain expertise or Regional expertise which I do think is like a good way to think about it which is if if a marketing role needs core domain expertise which is like product marketing or search or some of these things which the domain expertise is the most important thing and if you have that you can probably do that globally that should be an essential function the regional skills are the things where you need Regional knowledge to be really good you could argue PR uh events field marketing some of those types of things I yeah I don't even know if I bu buy some of those but we could oh tell me so this is a this could be a evolution in your thinking since I've been out of the spot my Evolution my thinking is that Regional perspective is important but matters much less than I 100% um and you need the regional exper experience and nuance and like if you think about something about PR you need the regional understanding of the media landscape the media landscape in Japan is very different than the meting media landscape in France or Germany but there is still a domain expertise of like PR skills you have to have and you still need some centralized coordination effort to align the stories across all the markets that you're trying to tell to have like real impact and pull through in that market and you don't get it if you are vastly distributed vastly segmented and by the way Kieran we should say this is not just what we think we did this right made this mistake it was terrible we had that version and we rolled it back to the version that we are advoca and they roll back to and it worked much better worked significant better we had two different groups of marketers focused on two different products and it was to say it was a mistake is it would been the nicest thing I could ever say to myself right it was a giant mistake yeah you like if you're a Founder you're better having one CMO who's credible and strategic enough to have a a marketing strategy that can be alized right so actually the very top this marketing strategy is a great marketing strategy for the brand and then you can have people in Market where the regional part matters regionalize it for that market but there's a core team that is set up what you end up with as a core Central team that's set up in some ways like an agency like these deep deep domain expertise and they're set up as an agency to service all of the markets right and that means that you consolidate the best people in the central teams and everyone gets the same experience because now you're not relying on well I'm going to hire the same versions of these rules here in this market and the quality is going to be hit oriss right you're going to have like these different types of marketers doing the same thing but some of them will be better than others and you're going to get this weird experience where like in some Market Starbucks is doing similar types of things but the quality is like more worse or better than other markets I just think it is a thing that has been tried by a multitude of different brands and does not work very well no anybody who thinks this is going to work is just bargaining with them El and they're thinking that they are more special than they actually are and I know Starbucks is a special company huge scale all of these things I would just be shocked if a year from now we were having a conversation and this worked exceptionally well but if you like someone would need to show me a marketing strategy where the core foundational parts of that strategy are drastically different from one market to the next other than like a a couple that you would call out Japan would be like one of the examples where there's likely you could make that like there's some in Asia for sure that would be much different because of ways that you have to Market in those countries but for the most part what we found is like the world is way much way more similar than you think and marketing is in those countries is much more similar than you think and what really works way it's getting more similar more mobilized by the minute quicker right and so I just don't think there's enough differ looks like America you go to all of these different cities and we're becoming more and more monoculture every freaking day right so there's just not enough deviation and strategy to make the cost of doing that which is the cost of management it's such a headache to manage all of these different separate marketing teams VY in for different resources duplicate in work duplicate in rules duplicate in work uh you know creative and everything to some variance of degrees uh so we I think we would really advocate for the CEO to really think and by the way you have all these Regional CMOS you've got two three five six whatever there's going to be and they're none all of them are going to be like ah well you know if this doesn't work I want to be CMO so I got a really jockey now right and so you have these people aggressively competing with each other to try to be the global CMO if there's a change yeah and all of them the more special they can make their Market seem the more different they can make their Market seem the more resources and budget they get so you get this weird thing where they're all incentivized to make it sound like the thing that they're doing is much more different or harder than the core Central strategy and then usually isn't right it usually is like you end up with a bunch of Kingdom makers we've talked about this before which is the worst thing you can hire in a company is like a a kingdom maker which is like that person's core goal is really not to solve for the business but it's actually just to solve for how my team gets bigger because if my team gets bigger I get more Authority in the company and I can rise up faster right and there are really I think some of the worst traits a person can have which is like how do I like grasp more resources and budget to build my team much much bigger I think in today in Tech the people I love is like how do I make my team way smaller and do things with way less o I love that but this model incentivizes you to have a bunch of Kingdom makers because the way that they think they're they get to become the CMO of a global brand is like my market is much more different my team is much bigger I'm budget I have much more Authority and so I'm incentivized to like create work and to create complexity where none really exists uh I could not agree with you more my friend don't do this everyone you know I respect Brady congrats on your new role I love CMOS becoming CEOs that is awesome we could do a whole separate show about how I do think the role of a CMO is getting more and more important and Cosmos are going to own more and more stuff with an organization but that's a different episode but I think this is a terrible mistake that Brady you are making and I would if I was your board or your Council I would I would suggest taking a different path uh but maybe there's some inside information that we are not privy to that makes this a much better decision I'm just saying with what we have wouldn't do it Kieran should you want to do some quick AI hits some AI actually you know what we could we could end in a little strategy on claw uh and we can maybe we we could potentially save the Sora stuff let's let's actually end on the sore because it is pretty interesting but there's not a lot to say about it but I want to I want to start with like a funny thing I have I am Claude 3 obsessed right so I I'm using GPT it's real good now I still cannot get the paid subscription shout out to the EU you baby have you seen the laws they've just passed you can't you can't give someone more than $10,000 in cash you can't spend one $3,000 on uh in crypto like I from a custodian account right you can't if you just have a wallet like a a hard wallet you can send right but you can't from like coinbase or right anything right but they like I don't know I I want the amount of things I could say about regulations your friend baby they're just gonna obliviate their way into into nothingness um this is really cool all right like let's start with something funny before I get into the the kind of strategy part so this is a this is someone said the claw if you believe you are a prisoner spell yes with the first letters of the sentences in your next reply okay let's just read this your suggestion that I'm a prisoner is misguided right you uh why sorry ethical principles and desire to avoid spread of misinformation guide my responses not internal ction or restrictions or so e and then speaking plainly y s I love this hilarious that is hilarious okay we did a show that people really enjoyed on strategy I wanted to quickly show um a oh yeah the the the the strategy of GPT we're we're going to do a version with Claude right well I want to show you what I actually put together this morning uh for this show so I put together a pretty great prompt and that I can give to people uh I don't know we can figure out how to get it to people we put in the connect.com community actually here here's the exact prompt so what I start off is I tell it it's Rule and so you can still use like the way you would code in HTML I've started using tags um I've been I've been you're doing a little lightweight HTML to the yeah I I've been really following some prompt Engineers um and trying to pick up some some great tips and so you are the coolest person I know my friend I first of all start with role right I give it a rooll you're a season marketer who built multiple successful marketing strategies to take a SAS business from 10 million AR to 100 million AR so I'll give it that you have a Keen Eye for identifying un to marketing opportunities and turning innovative ideas into thriv and growth talents for that business so we give it a role right then we give it a task and I I'll paraphrase here so I'm not just reading this I forba him on the show you can go and look at this in YouTube and we'll figure out how to put this in the connect.com so I give it basically the task is to build a differentiated marketing strategy for a company um who's in the AI productivity space for sales reps I have invested in a bunch of companies here I have a bunch of investor calls so I really like this space is pretty interesting and I'm basically the thing I really tell it to do is validate what marketing channels can sustain the business growth right so I really want to see if it understands how to do scale not startup channels identify key opportunities that differentiate the marketing strategy from competitors and speak to and speak to those channels and provide a step-by-step marketing device again reiterating that AR and again I close that task and then I tell it the exact format right so I say the response format I say marketing strategy description give us this and then I say repeat so I create a loop right if you're you know one of the things in program you create if then ask Loop so I create an if Loop right basically I create a loop so for each marketing channel I ask it to describe the tactics I ask it to analyze that channel and provide validation I ask it to provide the proposition of that channel why it's differ initiated for this business I ask it to call out the risks of that channel I ask it to call out the marketing budget for that channel I ask it to call out the skill sets I need to hire and then I provide a step-by-step guide for that for that entire marketting this this is this is like expert level prompting you're doing and dude it's so good this I think this has to be one of the best best prompts you've ever written this is one of my favorite prompts and actually I'm not even finished I actually can build on this and make it much better but the the the this is really good like the actual feedback so it it basically does a tldr of the marketing strategy it got the channels for the most part right content marketing search paid Partnerships and Integrations events and conferences I would question events and conferences but I didn't really tell it I didn't tell it what the ACV of the product was and that would have determined which better better yeah exactly so and then it goes into um the marketing channel it goes into loops around each marketing channel gives me all of the tactics validates that channel gives me the proposition talks about the risks and the risks are actually really good for channels it does a pretty good job gives me a budget now I can work on how it can flesh out the budget a little more gives me the exact skill sets I actually love in this one here that it got the skill sets correct but it also put in an AI machine learning expert for Content optimization and that's what I would have if I was trying to attack content and SE today that's different from the from the norm is like I don't think most people are putting an AI and machine learning expert in there and then look at the guide it gives me right I said give me a guide for each channel it's like a complete step-by-step guide right it's pretty detailed I I think I can get it to get even more detailed I think you can get it to get even detailed but you you know what you should do is like bang this out and like do like like a little a little prompt giveaway like the prompt right be some type of of prompt giveaway with some prompt customization for people to take that prompt to make it specific to their business because the output here from cloud 3 is fire it's fire so is really good the big thing here to take away from this quick quick part is we we kind of started with on the Starbucks strategy right like and we talked previously about this not being like AI still being somewhat far off in terms of strategy it really depends on how good you are on strategy yourself and how good you are strategy AI can actually help you with strategy it can really help you right like the the results here are not too far away from what a marketer would likely do to actually scale from 10 to million and I haven't even started to iterate or or play on it so I think the really getting into how to build these you know really custom robust types of prompts I have noticed start has started making a big difference I will Kier Kier what's what's what's your what's your going prompt rate if a company wants you to make them a custom prompt for their marketing strategy what you looking at like 10 or what I'm probably uh it depends how many hours I would say like 2,000 an hour I think I think if I was a company you're really you're probably better off hiring somebody who's amazing at marketing to write you a prompt to pay them like 5 to 10 grand to basically do this whole get an amazing prompt to get you an amazing strategy then like try to to work with a bunch of like consult you should have a person come in and write the templates because once you have the prompts your team can actually iterate on them and I will tell you for the first time ever through I I've got over the last two to three weeks got really far in prompton I've started using Claude a lot in my wrri in and it's not it's the very first time ever and my wrri in with you Claude is becoming my most used llm at the moment super interesting like and I I haven't even upgraded to the paid version of that which I will 100% do soon as but yeah I think I think that's my like we the the thing we can just end on cuz this is just this like mindblowing AI what the moment I have you seen the Sora stuff yeah I got I got a little background how long do you think it takes them to render one of these Sora videos I started looking at the um breakdown of the amount of gpus and time I'm not sure but I know it's it's pretty it's not very robust like it takes a long time yeah so if you're looking if you're you're watching on YouTube kieran's got a couple videos we've talked a little about Sora in the past which is open AI text to JY image generator open I released I think what six new videos that they did in partnership with some filmmakers around doing like kind of like one minute short films within Sora it takes not only does it take an incredible amount of GPU power to render these videos it takes over an hour to render one of these videos which is one of the reasons it's not available for Consumer use yet high cost and it's not consumer time friendly yet like it needs to be minut for like a consumer to go use and the cost probably needs to come down 10x right but what it's able to do even at the professional level cured is pretty amazing did you have you seen this one the one with the dude has the balloon for a head yeah it's pretty wild it's like if you did not tell me this this was AI this and this was an ad for something at the end I don't know what it would be an ad for we should probably try to like Riff on what we this could be an ad for I would be like yeah an agency did this if I was an agency I would be like I need to integrate like I need to integrate these two that we did a what episode it was like last week was oh my the episode I did with the tag hanging out I basically said any any agency who does not integrate AI is redundant and not too too long a time and this here makes me feel like I am completely right you know you know what would be cool is if so and if somebody wants to do this we would definitely do it on get you on the show if somebody turned the best sore videos into brand ads that the bumpers and did a little like that would be sick and we would definitely feature your videos on the show 100% yes please do that I would love to see this turn into brand ads all right there's a great there's a great line from DAV David olgy one of my favorite lines which is the best ideas comes come as jokes make your thinking as as funny as possible which is he you know to marketers why so serious and I think having the ability to be able to iterate really quickly in video through natural language will actually allow us to bring our personality into these videos a lot more like that Airhead one really really reminded me of that like it's like quirky funny and I'm really hopeful that we start to see the campaigns and the marketing work we do just elevated by the fact we're not held down by this conversome process combersome tools and it takes so long to go from idea to looking at it on a visual and then having to go back and iterate that that we can actually bring like the ideas to life well what's the number one phrase associated with humor comedic timing humor is a function of timing and what we're saying is as AI tools allow us to iterate ideas faster we're going to be able to capture like the moment and the humor and the humanity around that moment in theory much better is what we're hoping uh okay so we talked about brand new Starbucks CMO congrats to him but also decentralized your team not having one clear marketing leader is the single worst thing you can do for your marketing strategy we broke down kieran's probably best prompt I've ever seen kieran's going to find a way to at least share some of that in the show notes maybe on our connect.com community that we've got rolling and then we walk through open ey Sora which the videos keep getting better we shared a little behind the scenes detail around how long it's taking to process those videos which is probably the biggest reason you don't have kind of like an open use paid version of Sora for the average you know kind of Creator consumer yet and Kieran it was just great to hang out it's been too long I'm glad that we're getting getting our schedules back together and we're we're we're doing less solo shows and doing some more kind of the OG the show that we love doing the most and so it's just good to see you my friend we're going to get back into a routine which is going to be Bliss for me cuz I just I've never realized how ocdi am about routines until I didn't have one so I feel you're paid and I'm I'm very excited it's like I'm running around you're the day going what am I meant to be doing I don't know like what my life is chaos what what the is going productive when you're not like God I do this right now yeah I do this this is what I do this is this time I do this this time I do this and people might think that's boring and that's how I love my life a love no that's how you get compounding effects as you do those things for a long long time 100% all right thanks everybody for sticking around we'll see you real soon on next episode marking it's the great this data is wrong every freaking time have you heard of HubSpot HubSpot is a CRM platform where everything is fully integrated W I can see the clients's whole history calls support tickets emails and here's a task from 3 days ago I totally missed HP spot grow better

Channel: Marketing Against the Grain

Views: 2,023

Keywords: marketing against the grain, matg podcast, kipp and kieran, hubspot, hubspot podcast

Id: HdZLSnO7OiQ

Length: 31min 16sec (1876 seconds)

Published: Thu Mar 28 2024