Speaker 1: Zero zero five nine five one seven six nine zero
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Speaker 2: Station, Lustina KCAA Lowlinda at one oh six point five
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Speaker 3: The information economy has a rod. The world is teeming
Speaker 3: with innovation as new business models reinvent.
Speaker 4: Every industry industry.
Speaker 3: Inside Analysis is your source of information and insight about
Speaker 3: how to make the most of this exciting new era.
Speaker 3: Learn more at inside Analysis dot insideanalysis dot com. And
Speaker 3: now here's your host, through Eric Kavanaugh.
Speaker 5: Field.
Speaker 6: All right, folks, hello to welcome back once again to
Speaker 6: the only coast to coast radio show all about the
Speaker 6: information economy. It's called Inside Analysis. You're truly Eric Kavanaugh
Speaker 6: here with a couple old friends and true visionaries in
Speaker 6: the fields of marketing and analyst relations and public relations
Speaker 6: and strategy. We've got a Misha Gandhi who got me
Speaker 6: into the whole influencer marketing thing years ago, about six
Speaker 6: years ago. I guess time flas and have fun and
Speaker 6: tom Ogen Taylor as well, and folks, we're going to
Speaker 6: talk about Ai jenai and how it is changing the
Speaker 6: game across the board. It's changing business, it's changing workflows,
Speaker 6: it's changing our priorities and what does it all mean.
Speaker 6: We're going to get to the bottom of it in
Speaker 6: this show, and I'll give you my thoughts to start
Speaker 6: us off here. Jenii in particular has opened up the portal.
Speaker 6: Everyone now understands. This stuff is powerful, it's real, it's amazing.
Speaker 6: It does have flaws. Jenai is probabilistic, so it's wrong
Speaker 6: about twenty percent of the time. If it does a
Speaker 6: good job, it's wrong with twenty percent of the time.
Speaker 6: So you have to use it at a certain con
Speaker 6: text and we'll talk about that. It's great for getting
Speaker 6: you eighty percent of the way there with copywriting for articles,
Speaker 6: for ads. It writes haiku for crying out loud, it
Speaker 6: writes all kinds of stuff, but you have to fine
Speaker 6: tune it. You have to pay attention and use it.
Speaker 6: And general Ai, not Jenai, but old Ai, let's call
Speaker 6: it is everywhere as well. That's building models, deep learning
Speaker 6: models that will optimize some part of your business. Think
Speaker 6: ab testing or think churn customer churn, watching out for that,
Speaker 6: lots of different models. They're going to be everywhere. They're
Speaker 6: already everywhere, but this really is a new era in business.
Speaker 6: And so on today's show, we're to talk about some
Speaker 6: ideas for how you can map out your plan and
Speaker 6: your strategy to leverage these technologies responsibly and change the game.
Speaker 6: And with that, Amisha Gandhi, I'll.
Speaker 4: Bring you in.
Speaker 6: You know, you were way ahead of the game with
Speaker 6: influencer marketing, as was Tom. And now you and I
Speaker 6: are talking about what's happening in the workplace and things
Speaker 6: are changing dramatically. There's a story, oh jobs are going
Speaker 6: to go away. I think jobs are going to change fundamentally,
Speaker 6: and so we have to change org charts, we have
Speaker 6: to change how we structure our organizations and how we
Speaker 6: divide up the work. And it's all still kind of
Speaker 6: in flux, right, yeah.
Speaker 7: I mean we're two years in, right, So everyone was
Speaker 7: freaking out first about Genai L's going to lose their job,
Speaker 7: and now the shift is really it's a tool, right,
Speaker 7: and things are happening with the announcements all the time
Speaker 7: of new tools making it and kind of democratic, democratizing
Speaker 7: content and other things. Right, But AI has always been around.
Speaker 7: Now there's Geni, it's jenai, and it's.
Speaker 8: Like really accelerating.
Speaker 7: So we're seeing a lot of new roles that have emerged,
Speaker 7: right that people are now becoming prompt engineers. Right, no
Speaker 7: one will ever have a first bad draft. There's a
Speaker 7: lot of things around governance and like the language model,
Speaker 7: where is it pulling the information from? So there's a
Speaker 7: lot to talk about, a lot to look out for,
Speaker 7: But you're really looking for people who have strategy around
Speaker 7: AI who can be prompt engineers. How you're bringing it
Speaker 7: into your you know, it's in your marketing stack already,
Speaker 7: Like you said, AI is already built in. How you're
Speaker 7: building jen ai in as part of your workflow, right,
Speaker 7: So not really replacing jobs, it's really allowing marketers to
Speaker 7: focus on strategy while AI handles some of the execution
Speaker 7: and data crunching.
Speaker 8: Right.
Speaker 7: And then you are also looking at teams you need
Speaker 7: to upscale and get people trained right to use them
Speaker 7: as tools rather than just hiring AI specialists.
Speaker 8: On going to be so many people, right, And then
Speaker 8: you have a junior team.
Speaker 7: You're going to people coming in that are alrea, you're
Speaker 7: going to be trained. You have you know, an older
Speaker 7: workforce that's training, so you have to really think about
Speaker 7: that things other things like you know, you can really
Speaker 7: hyper personalize. We've always talked about that marketing and you know,
Speaker 7: we'll get into that in a little bit. But you're
Speaker 7: looking at a velocity and content being created, and I
Speaker 7: think now people are really thinking about what is a
Speaker 7: quality balance? How do you create high quality differentiate storytelling
Speaker 7: using AI?
Speaker 8: Right, you can use.
Speaker 7: It for ideation and drafting, but you still need that
Speaker 7: strong human oversight layer to make sure it's creative, authentic,
Speaker 7: and it adheres to your brand voice. Right, So where
Speaker 7: are you pulling this content from? Can you just pull
Speaker 7: from your own content so you can make sure there's
Speaker 7: cases where people are getting content from their competitors and
Speaker 7: point on their website for their blog post, right, So
Speaker 7: you really want to prevent against that. Right, you have
Speaker 7: analytics and decision making. You are not just collecting data now,
Speaker 7: you're actually going to get AI first insights from the
Speaker 7: tools that you can create and have your marketing stack. Right,
Speaker 7: So you're just getting a first party data enrichment, and
Speaker 7: now you can get even more advanced audience segmentation.
Speaker 8: Data back to you.
Speaker 7: Right, So AI can synthesize all this Now you used
Speaker 7: to have to synthesize this all myself.
Speaker 8: Now you have AI.
Speaker 7: They can do it for you, right, And that can
Speaker 7: really not just give you back your data and your
Speaker 7: demand gen, but it can inform your messaging you're positioning,
Speaker 7: how well it's doing, what's resonating, right, And then you
Speaker 7: know how people are structuring their teams.
Speaker 8: That's also really interesting.
Speaker 7: So let's you know, I want to hear what Tom
Speaker 7: has to say, and then we can talk a little
Speaker 7: bit about reschooling, retooling and how people are structuring their teams.
Speaker 1: Yeah.
Speaker 6: No, you made a whole bunch of really good points there.
Speaker 6: The one line I'm going to pull out is no
Speaker 6: one will have a bad first draft. That's a really
Speaker 6: good point because again, Jennai is good and people have
Speaker 6: to understand these are consensus engines more than anything because
Speaker 6: of how the AI, the Jenai works, It's been trained
Speaker 6: on all this text, this giant corpus of texts, and
Speaker 6: it's just pattern matching. So when you give it a prompt,
Speaker 6: it pattern matches and goes, oh, this person is talking
Speaker 6: about a marketing strategy for a fortune five hundred company.
Speaker 6: What are the key components. It'll be very good at
Speaker 6: that because it's very well published. But it is just
Speaker 6: giving you the average of things because it's mathematical. It's
Speaker 6: probabilistic in nature, which is also why it's wrong sebtimes.
Speaker 6: So those are really really good points, Tom, I'll bring
Speaker 6: you in. I mean, you are the influenced marketer. You've
Speaker 6: been doing this stuff for a long time, so you
Speaker 6: realized a long time ago that there's real value in
Speaker 6: connecting brands with key influencers for a variety of reasons,
Speaker 6: for content, but also for advice, for consulting, for awareness,
Speaker 6: and for just kind of triggering ideas and the idea flow.
Speaker 6: And that's kind of what you use jen Ai for
Speaker 6: these days, right Tom, What do you think?
Speaker 9: Yeah? I think that you know, for a long time,
Speaker 9: companies have struggled with producing content which is actually going
Speaker 9: to be engaging and actually grab the attention of their constituents,
Speaker 9: their their ideal buyers. And the problem is is that
Speaker 9: most companies really just don't have a lot of budget,
Speaker 9: or they don't have a lot of will, and they
Speaker 9: just end up doing more of the same, right, So
Speaker 9: it's oh, our budget got cut this quarter, Well do
Speaker 9: more with less. Okay, Well that's only going to get
Speaker 9: you so far. And because of that, influencers have actually
Speaker 9: risen to you know, the rising up to the top
Speaker 9: of the of the awareness level, if you want to
Speaker 9: call it, that somewhere were people are noticing them now
Speaker 9: more than ever. And that's not just in the consumer space,
Speaker 9: but that's in the B to B space. And the
Speaker 9: reason for that is that, well, they have audiences, is
Speaker 9: they've generated over time because of the condo quality of
Speaker 9: content that they produce. And you know, some of them
Speaker 9: are independent analysts, some act as consultants, some are pure
Speaker 9: content creators. It's sort of a mixed bag all over
Speaker 9: the place. But the fact is that by engaging the influencers,
Speaker 9: you can actually engage ultimately your ideal buyers a lot better.
Speaker 9: Now the GENI stuff is really kind of coming into
Speaker 9: the four because again, I think a lot of companies
Speaker 9: will be like, wow, great, we can have blog posts
Speaker 9: generated seconds. Well, again, you know, the first draft will
Speaker 9: be better as a result of GENI. But you really
Speaker 9: have to go in there and edit that. So that's
Speaker 9: a human function, that's not that's not really a GENAI
Speaker 9: function just yet. And then if you really wanted to
Speaker 9: do it even better, you'd sort of direct the GENI
Speaker 9: AI engine, like whether chat, GPT or perplexity or whatever else,
Speaker 9: you direct it to sort of mimic a voice. So,
Speaker 9: for instance, that's what I do. I direct chat GPT
Speaker 9: to go to my website, to my LinkedIn profile, and
Speaker 9: I train it to start seeing the patterns of my
Speaker 9: own speech. So then when I get a first draft,
Speaker 9: it's even better than it would be normally, right, because
Speaker 9: it's using my nomenclature, my acronyms, you know, it's using
Speaker 9: the patterns of speech which I exhibit in my own writing.
Speaker 8: Right, you're talking about patterns and language models.
Speaker 4: Right.
Speaker 7: That's why I think a lot of companies are looking
Speaker 7: at they have a ton of content already, is can
Speaker 7: you pull from what we already have, right?
Speaker 8: Or you know?
Speaker 7: And it's Tom makes a really good point. What you
Speaker 7: put in is going to determine the outcome you get
Speaker 7: back from that AI no matter what you're using.
Speaker 8: Right.
Speaker 7: And so one of the points that we were talking
Speaker 7: about earlier before this call was or before this chat
Speaker 7: is Tom was saying, you know, we can get like
Speaker 7: we put everything into chat GPT or you know, Gemini
Speaker 7: or whatever it is. Then you can put it into
Speaker 7: other language models like Hemingway or like copywriter GPT or
Speaker 7: whatever it is, and you can get a much more
Speaker 7: curated But if you ask it to put it in
Speaker 7: the voice word count, make it similar to this, but
Speaker 7: have this voice, but only pull from these articles and
Speaker 7: pull from these notes. You're going to end up with
Speaker 7: a really amazing first draft. And then you take it
Speaker 7: and you put you know, you curate it yourself, right.
Speaker 6: Well, and this is actullently that right. Well, this is
Speaker 6: a good point is that there are multiple models and
Speaker 6: they do different things in different ways, and they specialize
Speaker 6: in certain things, and so that's going to be an
Speaker 6: evolving landscape over time as you'll learn that perplexity is
Speaker 6: really good for this kind of workload, Gemini is good
Speaker 6: for that one, and then all the other sort of
Speaker 6: traditional EI models we talked about, like a B testing
Speaker 6: or customer churn or pattern recognition, you know, any number
Speaker 6: of things, and they is going to be figuring out
Speaker 6: where in the workflow you insert some bit of AI
Speaker 6: or JENAI, and there are lots of options for doing that,
Speaker 6: and I think that what you're going to see, because Amisha,
Speaker 6: you hinted at this earlier. What you want is for
Speaker 6: there to be this continuous, virtuous cycle of getting insight
Speaker 6: from the engines, using that insight, getting insight from the engines,
Speaker 6: using that insight. And my prediction has been for a
Speaker 6: while now that most of the value from GENAI and
Speaker 6: even traditionally I will come in the form of suggestions
Speaker 6: where you're getting ideas and you can just actively do that,
Speaker 6: or you can set it up to passively do that,
Speaker 6: but you can put these engines into workflows. And let's
Speaker 6: face it, I was always joking with myself about OPS
Speaker 6: and we was talking about marketing OPS and data OPS
Speaker 6: and dev ops and all this stuff. Well, what is ops.
Speaker 6: It's the actual work only that's operations is the stuff
Speaker 6: that humans still have to do. Right, So marketing OPS
Speaker 6: is changing dramatically, and that's top of mind for cmos, right.
Speaker 7: Yeah, I mean, look, when we had marketing OPS, they're
Speaker 7: pulling together all the data from all these different sources
Speaker 7: and you dump into something else, then you'd get analysis
Speaker 7: and then you have to go back because what you
Speaker 7: really need to do is if you really want to
Speaker 7: drive the business, you have to be able to go
Speaker 7: back in that business meeting with your colleagues, right, the
Speaker 7: other sort of heads at the company, product, customer, sales,
Speaker 7: everyone else, and be able to say, this is what
Speaker 7: we're driving, this is why we drove it, this is
Speaker 7: what's working to drive the actual business and bottom line, right,
Speaker 7: because that's what they're really interested in.
Speaker 10: Right.
Speaker 7: It's people talk about brand and colors and website, that's
Speaker 7: all plays in. But the end of the day, we're
Speaker 7: really on the hook for a number in marketing, right
Speaker 7: as a leader, And so when you're thinking about that,
Speaker 7: you want to show up with that insight the more
Speaker 7: because sometimes you can bring back insight to the company
Speaker 7: and say this is what's actually happening, this is what
Speaker 7: we're finding. And then when you're working with sales together,
Speaker 7: you're kind of having a reality check of it's working
Speaker 7: and what's not based on real data and real insights
Speaker 7: and have all the data. There's so much data out there,
Speaker 7: it's overwhelming. You really need that layer of analysis, right.
Speaker 7: And then so you know, one of the things that
Speaker 7: we were just talking about, how is everybody going to
Speaker 7: structure their teams now, right, Like, when you really think
Speaker 7: about it, we're two years in, so a lot of
Speaker 7: people are doing you know, in the beginning, they were
Speaker 7: doing kind.
Speaker 8: Of pods and they still are and this seems to.
Speaker 7: Work really well where you have cross functional teams that
Speaker 7: bring in someone who knows AI right with content creators,
Speaker 7: data analysts, and campaign strategists and you're kind of all
Speaker 7: sitting there together in this pod, and that pod can
Speaker 7: kind of inform the rest of marketing, right, but they're
Speaker 7: really the content, data and campaign coming together. And you
Speaker 7: have a pod so that is really focused and dedicated,
Speaker 7: and then you have someone who's trained and knowledgeable right
Speaker 7: in this kind of new era. But now we're two
Speaker 7: years in, so you're going to be able to find
Speaker 7: people who've done it and be able to hire them
Speaker 7: or hire a consultant and bring them in. And then
Speaker 7: you have you're talking about ops teams going to have
Speaker 7: now AI ops teams. You have revops DevOps, right, but
Speaker 7: you have revops in between marketing and sales. You're going
Speaker 7: to have someone on that team that are going to
Speaker 7: be managing implementation, tool selection compliance. That still has to
Speaker 7: happen because you're going to be You're still building out
Speaker 7: your marketing stack, right, You're going to bring in some
Speaker 7: AI tools. What what are you going to bring in?
Speaker 7: How are you going to integrate what you already have?
Speaker 7: So you kind of need in your marketing ops rev
Speaker 7: op you need that or you need that there, and
Speaker 7: then you really have to take a look at your
Speaker 7: strategy for the year and think about, Okay, how am
Speaker 7: I going to make because there's a lot of heat
Speaker 7: like do more with less that we have like.
Speaker 8: Hybrid human and AI collaboration.
Speaker 7: Model, because now you have to think of AI as
Speaker 7: a team member, right, You're not replacing, but as a
Speaker 7: team member. So your team is focused on strategy, creativity,
Speaker 7: emotional intelligence, and the AI is handling execution, automation and
Speaker 7: data crunching. Right, So you really have to think about
Speaker 7: when you're structuring your team. It's now the tools become
Speaker 7: not just your marketing stack, but it's almost like it's
Speaker 7: a factor and a team member.
Speaker 8: Almost.
Speaker 6: Yeah, that's an excellent point. And I love this concept
Speaker 6: of pods. And I'll share something that I learned gosh
Speaker 6: twenty years ago almost at a conference at TDWI conference
Speaker 6: in fact, with Maureen Clary and Kelly Gilmore, and they
Speaker 6: did this session called something like Power and Politics or something,
Speaker 6: and it was role playing, and so you'd come in
Speaker 6: for this session. It's like an all day session and
Speaker 6: they'd like hand out cards and you'd find out what
Speaker 6: role you're supposed to play, and it would be like,
Speaker 6: you know, junior associat or director or VP or whatever,
Speaker 6: and you had to tackle projects and just see what
Speaker 6: life was like from that different world. It was incredibly
Speaker 6: elucidating because all of a sudden, senior executives remembered what
Speaker 6: it's like to be a junior analyst, you know, to
Speaker 6: just offering ideas and getting ignored, that whole thing. But
Speaker 6: what I learned there, I MG, here, we could pick
Speaker 6: this up a little bit in this segment and then
Speaker 6: in the next epic maybe is and I'll throw this
Speaker 6: out to Tom maybe first or and then a Michigan comment.
Speaker 6: I learned the ideal team side is four. And the
Speaker 6: reason I say four is because at three it's two
Speaker 6: to one, At five, it's kind of three to two.
Speaker 6: At four it's always even, and it's not often going
Speaker 6: to be three to one. So it's like it seems
Speaker 6: easier to come to consensus when there are four people
Speaker 6: talking about something and you have to decide, because let's
Speaker 6: basically the business, you have to decide. You have to
Speaker 6: make decisions and then monitor how well that works and
Speaker 6: then adjust. But Tom, what do you think about that?
Speaker 9: That's interesting. I've never heard about the number four being
Speaker 9: the optimum size of a team, but you heard it here.
Speaker 9: F I've noticed that smaller teams three to three people
Speaker 9: on up you know, four or five, six, seven. I
Speaker 9: mean that works. I see it with my own clients
Speaker 9: on the team meetings that I attend with them. Conversations
Speaker 9: can flow, ideas can flow, and we can come to
Speaker 9: a consensus about pretty quickly about what we want to do.
Speaker 9: So I think that that there's probably a lot of
Speaker 9: legitimacy to that. I love the idea of pods. I
Speaker 9: think that's really neat. I think one thing that a
Speaker 9: lot of companies still struggle with is well, how do
Speaker 9: they organize themselves these days? Because still many companies, in
Speaker 9: my experience, don't have a direct line of communication with
Speaker 9: the sales team. And as somebody who works with influencers,
Speaker 9: I hear from influencers about feedback about a company that's
Speaker 9: not always favorable about the company, right, but they need
Speaker 9: to hear it, and I bring it back to them
Speaker 9: and I bring back from the form of constructive criticism.
Speaker 9: But the sales team is also out there hearing things too, right,
Speaker 9: So when you're pitching somebody, you're going to get feedback
Speaker 9: pretty quickly about you.
Speaker 6: You're reminding me of something, I'm going to throw us
Speaker 6: out as the segment it's coming to a close.
Speaker 4: Though.
Speaker 6: We use read AI and a lot of people are
Speaker 6: using these tools otter. There's a whole bunch of them,
Speaker 6: and they capture all the notes, they do transcripts, they
Speaker 6: give you talking points, they give you next steps actions,
Speaker 6: all that stuff comes right out of the box. And
Speaker 6: so now as an individual you can use that to
Speaker 6: kind of manage your own workflow. But managers, if they
Speaker 6: get access to all those individual ones, can summarize all that.
Speaker 6: That's what I made was hinting at earlier. The demver
Speaker 6: crunching in the summarization can be done by AI, by
Speaker 6: jen AI. So what happens is the senior directors can
Speaker 6: see what's happening and they'll get little prompts that say, hmm,
Speaker 6: things are starting to fall apart. In the East Coast division.
Speaker 6: Call those people now, well, folks, don't touch that. That'll
Speaker 6: be right back. You're listening to Inside Analysis.
Speaker 3: Expected, welcome back to Inside Analysis. Here's your host, Eric Tabanaugh.
Speaker 6: To show all right, folks back here on Inside Analysis
Speaker 6: talking all about jen Ai and ai and automation and
Speaker 6: how they're changing the game in business writ large, but
Speaker 6: a lot of us here in this coll we focus
Speaker 6: on marketing and messaging articularly vision value knowing what to do,
Speaker 6: and that's one of the big issues. And you know,
Speaker 6: we picked up I'll pick up on the end of
Speaker 6: last segment. We were talking about read Ai and otter
Speaker 6: and even zoom has its own thing and teams has
Speaker 6: its own things. So there are all these tools you
Speaker 6: can choose, pick and choose from. But the point is
Speaker 6: one of the most powerful aspects of jennai is this
Speaker 6: summarization components where you can take a big chunk of
Speaker 6: texts and say, summarize this for me. It does that
Speaker 6: very very well. You know, I've heard some concerns that
Speaker 6: it tends for in long documents. It pulls from the
Speaker 6: front of the end, not so much from the middle.
Speaker 6: So there are some interesting issues to kind of watch
Speaker 6: out for. But that is incredibly useful. And when you
Speaker 6: think about the time you used to have to spend okay,
Speaker 6: what were the action items, it already did those for
Speaker 6: you and it sent it to your team. So like
Speaker 6: this is a point about closing the loop in like
Speaker 6: near real time on action items. Who should do what?
Speaker 6: And just the fact that everyone knows they're being listened
Speaker 6: to by the machine and it's all categorizing everything. It
Speaker 6: puts a little more pressure on folks to pay tention
Speaker 6: to do what they're supposed to do. What do you
Speaker 6: think of mesia?
Speaker 7: I mean, I don't think it's the pressure of what
Speaker 7: you know, because people get comfortable on teams and everyone's
Speaker 7: there and they can hear everything. But I think would
Speaker 7: you want, like, as a marketing leader, do you want
Speaker 7: like my time? My time is valuable, right, so what
Speaker 7: could I be doing? What work I could be accomplishing?
Speaker 7: Instead of writing summary notes, you're saying like, oh, here's
Speaker 7: the action team, go do it. You know, if you
Speaker 7: had something like that and then you dump it into
Speaker 7: like an Assana or Monday or whatever it is, and
Speaker 7: now your team's working, right and you've moved on from
Speaker 7: the meeting, you have the action items you're actually working
Speaker 7: versus you know, putting in summaries and this and that,
Speaker 7: and then for data doing a lot of analysis for
Speaker 7: you so you can look at it, look at it
Speaker 7: deeper to the double clicking, you know, kind of ask
Speaker 7: the right questions. And now we're getting into AI where
Speaker 7: you can start asking it question like even in finance CFOs,
Speaker 7: can you know all the tools? Those companies who are
Speaker 7: doing finance right, they're putting an AI and you can
Speaker 7: ask it a question, Hey, can.
Speaker 8: You pull up the invoices from blah blah blah? Can
Speaker 8: you show me a trend?
Speaker 7: And it gives you the answer back instead of you
Speaker 7: having to dig and spend like thirty minutes reading everything
Speaker 7: and going, oh, this is the analysis?
Speaker 8: Now is there?
Speaker 7: You can do a quick double check you always want
Speaker 7: to write, So those things like in marketing, if you
Speaker 7: get that kind of summary and analysis, you're saving time,
Speaker 7: you're making decisions, and you're moving a lot faster. Right,
Speaker 7: So I think this is the speed to market. The
Speaker 7: speed to getting things done is getting faster. Right, Like
Speaker 7: when we had Slack, all of a sudden, from email
Speaker 7: to Slack to text, it was like work was moving faster.
Speaker 8: Right now with AI, it's like work is moving faster.
Speaker 7: We're making better decisions, We're getting better outputs if you
Speaker 7: do it the right way. If you junk in, junk out,
Speaker 7: remember that, don't rely just on AI. And then you
Speaker 7: know you're really looking at creating teams that can be productive.
Speaker 7: So you're not going to have job loss. You may
Speaker 7: have job gain. Right, but we already talked about the
Speaker 7: first segment, right, so as we go forward, we really
Speaker 7: need to think about, you know, how we're going to
Speaker 7: use this and things like hyper personalization, which is always
Speaker 7: been talking about marketing is going to actually happen now,
Speaker 7: which is very exciting.
Speaker 2: Yeah.
Speaker 6: Well, and I was thinking as you were talking, what
Speaker 6: was in the movie office space? They are the reports
Speaker 6: that I want to everyone to write, the TPS reports.
Speaker 6: I just asked Jenai, what were those reports in that
Speaker 6: movie office space? The TPS reports? And I'm like, yeah, yeah,
Speaker 6: I'm gonna need you to come in on the week
Speaker 6: and yeah and write that TP we see it. No
Speaker 6: one likes to write a TPS report, Okay, nobody likes
Speaker 6: to do that, So to have the machine do it
Speaker 6: for you is like oh MG, And then to Amasia's point,
Speaker 6: this is a really good point velocity. We were talking
Speaker 6: about the three v's variety, velocity volume. Of course there's
Speaker 6: validity or veracity or whatever, but the bottom line is
Speaker 6: the pace has kicked in to a whole new phase. Now, Tom,
Speaker 6: I'll throw it over to you, and and organizations have
Speaker 6: to find a way to kind of capture that energy.
Speaker 6: This flywheel concept that I love, right, A flywheel captures
Speaker 6: energy and attenuates, right, So it it helps smooth the
Speaker 6: movement to the vaal. And that's kind of what we
Speaker 6: have here. And we'll talk about knowledge management in the
Speaker 6: next segment too, But it's like you need this sort
Speaker 6: of flywheel in your organization to absorb all the incredible
Speaker 6: input you're getting from this AI and jen AI and
Speaker 6: be able to control how it affects your day to
Speaker 6: day processes and your workflows.
Speaker 9: Right Tom, Oh, Yeah, I'd say that that's pretty spot on.
Speaker 9: Any sales organization understands the power of momentum. So the
Speaker 9: more that you start getting prospects into the pipeline, the
Speaker 9: more you start being able to close them, then you're
Speaker 9: getting new ones and it just sort of snowballs because
Speaker 9: there's an energy to it. I think that a lot
Speaker 9: of marketing organizations are slower to see this happen, or
Speaker 9: to acknowledge it, or to even know what to do
Speaker 9: with it. So a lot of organizations I see are
Speaker 9: sort of still sort of struggling what do we spend
Speaker 9: our time on? Where do we put where do we
Speaker 9: put this amount of our time to get the maximum
Speaker 9: ROI on it? And I see them still struggling with that. Yeah,
Speaker 9: they're experimenting with a lot of gen AI tools and
Speaker 9: I think that those are helpful to them, but they
Speaker 9: still don't know how to implement a lot of this
Speaker 9: stuff effectively yet, and I think that's where they're kind
Speaker 9: of lagging. But the momentum part from the marketing aspect
Speaker 9: is very powerful too. And Amisha knows this a little
Speaker 9: bit better than I do, because being a CMO, she's
Speaker 9: seen it in action. You get the right people in
Speaker 9: action with the right direction. You tell them where we're
Speaker 9: going and how we're going to do it, and then
Speaker 9: you tell them this is what we need to do,
Speaker 9: and then you just start implementing and start so it
Speaker 9: just drives itself, though it's almost times hard to put
Speaker 9: the brakes on which you get it going. But by
Speaker 9: that point you've got a really good snowball effect going
Speaker 9: and not only producing high quality content that is addressing
Speaker 9: the needs of your buyers and engaging them and hopefully
Speaker 9: bringing back you know, demand to your own or organization
Speaker 9: that way, but you know your whole team is then
Speaker 9: motivated as well. The team is teams like to be.
Speaker 9: They like to see action too. They don't want to
Speaker 9: sit around in meetings, you know, spinning their reels trying
Speaker 9: to figure out where are we going and what do
Speaker 9: we want to be when we grow up. They want
Speaker 9: to be doing and they want to be putting things
Speaker 9: out there and seeing the results as well. So right,
Speaker 9: that's where a lot of this stuff can really help
Speaker 9: if you know how to put it into place.
Speaker 6: Yeah, and seeing the action, you know, seeing is believing,
Speaker 6: And that's again a power of a lot of this
Speaker 6: GENI stuff is that you know, hitherto if you had
Speaker 6: some big report that came out that's twenty thirty pages,
Speaker 6: we'd have to sit there for an hour or whatever
Speaker 6: to try to absorb it and understanding. Now you get
Speaker 6: is dump it all into a GENAI engine and ask
Speaker 6: it for a summary. And you can also get it
Speaker 6: to summarize very complex data, I mean, and that's really
Speaker 6: powerful because what I've found is that if you get
Speaker 6: resistance within an organization, it's usually because people either don't
Speaker 6: want to do more work or they think that, you know,
Speaker 6: this doesn't make sense. And when you articulate it properly,
Speaker 6: you get one of my favorite expressions with which is
Speaker 6: you know when you put it that way, because that
Speaker 6: means the mind has just changed, the mind just opened.
Speaker 6: When someone says that, it's like, huh, now that you
Speaker 6: mentioned it, that's another one now that you mentioned in huh,
Speaker 6: it's kind of forgot about that or whatever. But that
Speaker 6: is the process of elucidation and innovation, right, Emisia.
Speaker 8: Yeah, it is.
Speaker 7: And you think if people understand the why, like especially
Speaker 7: marketing teams, they understand why you're doing what you're doing.
Speaker 8: Instead of like being told like, go.
Speaker 7: Do this and people are like are you doing this,
Speaker 7: it's like, oh, here's the why. The submon Sinic says
Speaker 7: that understand the why of yourself. Understand the why you're
Speaker 7: understand the why of why you're doing what you're doing.
Speaker 9: Right.
Speaker 7: If you understand that, then that will help your team
Speaker 7: kind of like swim in the same direction and then
Speaker 7: we are talking about Jenai. But even in any new
Speaker 7: technology that comes out right, everyone looks at.
Speaker 8: Marketing like, what are we doing? This is a tool.
Speaker 7: We're all, like Tom said, we're all learning, we're all experimenting.
Speaker 7: No one has the right answer're all figuring this out together.
Speaker 7: But again, it's a tool, and it's not everything in
Speaker 7: marketing needs to be Jena. You still have you know,
Speaker 7: you have demand gen yourself, have data, you have all
Speaker 7: these other things you're doing. This is just a tool
Speaker 7: that's going to help you right with velocity volume.
Speaker 8: And one thing to keep in mind is, you know,
Speaker 8: we always.
Speaker 7: Talk about in marketing personalization, and we do it by industry,
Speaker 7: by persona, by within our IICP. With Jenai, it's allowing
Speaker 7: you to curate experiences for your prospects and customers that
Speaker 7: are really personal so they can ask questions. So now
Speaker 7: when you go to somebody's website, you can ask a
Speaker 7: question instead of getting a can't answer. If you do
Speaker 7: it right, it's based on your own content. It's learned right,
Speaker 7: so learn that language model is coming back and there
Speaker 7: are tools. There's somebody who does like I forgot the
Speaker 7: name of the company. Now they're BDRs and they're like
Speaker 7: actually on the website and you can ask questions and
Speaker 7: it will give you the answer back about the company
Speaker 7: and try to set up a demo with you.
Speaker 8: Right now, when your sales person or BDR gets.
Speaker 7: On, it's it's just a qualified They know what they've
Speaker 7: talked about. They know what to send to them as
Speaker 7: a follow up from a marketing nurture. Right, so now
Speaker 7: you can use it to do the touch points based
Speaker 7: on what they clicked on. Oh, this is what they
Speaker 7: get next because they like this, instead of us nurturing
Speaker 7: and saying, oh, we have like ten weeks or six
Speaker 7: weeks of emails one, two, three, four, five, six, Well,
Speaker 7: maybe I'm the person asking it likes article three and
Speaker 7: they've clicked on that based on that, Now we're going
Speaker 7: to serve them this other webinar. Now they've clicked on
Speaker 7: the webinar, they signed up. What are we sending. Oh,
Speaker 7: this person's signing for demo. We need to flag that
Speaker 7: to sales. Right So there are tools like six cents
Speaker 7: and HubSpot and everything else is helping us figure this out.
Speaker 8: But then you have Genai, which is adding.
Speaker 7: The content and the hyper personalization to it, so you
Speaker 7: can do a buy industry by persona, by company size. However,
Speaker 7: you see that audience segmentation, you can use the AI
Speaker 7: to really get personalized information. But that's going to make
Speaker 7: the experience on the other end much better, and they're
Speaker 7: going to lean in and be much more engaged because
Speaker 7: you're engaging and meeting them where they're at in at scale.
Speaker 8: Right before scale was the problem with personalization.
Speaker 7: So I think that is where we're going to see
Speaker 7: a lot of really great impact.
Speaker 8: And we're seeing that impact.
Speaker 7: So even with Amazon their AI personalized shopping experience, right
Speaker 7: they're able to take that data because they have so
Speaker 7: much volume on customer behavior, they're able to take that
Speaker 7: and have the AI learn and now it's optimizing. Here's
Speaker 7: what you need to do to get everyone to buy
Speaker 7: with one click this. Do these things and people are
Speaker 7: more likely to click and buy.
Speaker 8: Right now.
Speaker 7: It's a lot dangerous, right, but that's that's what I'm
Speaker 7: talking about, right Like you're it's basing it not only
Speaker 7: on what content's working, but on the behavior it's seeing.
Speaker 6: Right well, And you can draw on these engines to
Speaker 6: fill in very big and cumbersome gaps because you know,
Speaker 6: I'll throw this over to you.
Speaker 4: Tom.
Speaker 6: You can use it as as to make recommendations for example.
Speaker 6: But you can also, let's say, in a customer service example,
Speaker 6: someone calls in. I noticed this years ago USAA. It
Speaker 6: was one of the first companies to really figure this out,
Speaker 6: and I was so impressed. This is like in the
Speaker 6: early two thousands, I want to say, or I would
Speaker 6: call and they would say, oh, we recognize your phone number,
Speaker 6: so you know, they knew it was me. And that
Speaker 6: means in a well defined system in information architecture, that
Speaker 6: will trigger a query to my record to bring up
Speaker 6: what I've done lately, and it can have a recency bias.
Speaker 6: So oh, well, he was on the website earlier and
Speaker 6: he called in earlier this morning. Okay, something's going on here.
Speaker 6: You can trigger actions and then thanks to the power
Speaker 6: of Jenai, you can actually suggest to the person in
Speaker 6: your call center in real time what's happening, Suggest this,
Speaker 6: ask that, and then the beautiful thing is in that
Speaker 6: case it is just a co pilot. You are still
Speaker 6: the pilot, the human You're the pilot. It's the copilot
Speaker 6: giving you useful information in real time. That is a
Speaker 6: magic formula. For customer experience, right, Tom, what do you think?
Speaker 9: Oh yeah, I mean you're seeing that all over the
Speaker 9: place now. So like airlines, will you know, for instance
Speaker 9: and small you tend to book an aisle seat, so
Speaker 9: they're going to you know, they're going to suggest the
Speaker 9: aisle seats you now. I mean the other day I
Speaker 9: was on the over the weekend. I was talking about
Speaker 9: two different topics. One was Jaguar cars because we were
Speaker 9: looking at an old, older one and my my wife
Speaker 9: and I think we're commenting on it. And then then secondly,
Speaker 9: I was always talking about roofs because my mother in
Speaker 9: law's house needs a new roof. So before you know it,
Speaker 9: I'm starting to get these ads popping up, our content
Speaker 9: popping up in my feeds on Facebook and whatever, saying
Speaker 9: you know, well, here are different kind of roofing materials.
Speaker 9: You know, are new ones. You know, it's not old
Speaker 9: just asphalt shingles anymore. It's these now. And I was like, oh,
Speaker 9: that's kind of actually interesting.
Speaker 6: Pot at the customer. Yah, it's a customer.
Speaker 9: So in a way, yeah, in a way it's creepy,
Speaker 9: but in another way it's sort of like helpful. Right,
Speaker 9: So it's like oh okay, yeah, that was top of mind.
Speaker 9: I am kind of interested in that. Let me see
Speaker 9: what they've got here, you know, maybe we can are
Speaker 9: to investigate that a little more more closely.
Speaker 8: Can you talk about it? Yeah?
Speaker 11: Sorry?
Speaker 7: The information information economy, now it's not just like the
Speaker 7: behavior that we see from people. We can actually get
Speaker 7: even more behavior because they're going to ask questions and
Speaker 7: we can say, oh, people are asking these questions.
Speaker 8: Why.
Speaker 7: So now it's like even more of a double click
Speaker 7: into not just like their actions, but what they're asking
Speaker 7: and why that action is happening. We're learning, really learning
Speaker 7: where that intent is coming from.
Speaker 4: Right.
Speaker 6: That's the key is intent. And I can tell you
Speaker 6: I've been doing email marketing now for about three times
Speaker 6: longer than the average veteran in the field, because it's
Speaker 6: like twenty I'm afraid to admit twenty five years I've
Speaker 6: been doing email marketing. And once you can see who
Speaker 6: opened and click, man, you can't go back into the darkness.
Speaker 6: You know, you just can't do it.
Speaker 9: Now.
Speaker 6: The data is a little bit fuzzy now, at least
Speaker 6: on the clicks on opens, it's still pretty clean. But
Speaker 6: once you can see that, it's an immediate response, and
Speaker 6: you know where to focus your attention. That's what I
Speaker 6: learned immediately when I became self employed back in two
Speaker 6: thousand and three or four time frame. I had a
Speaker 6: friend of mine build out a list from Yahoo groups.
Speaker 6: That's how old this was, way back when it was
Speaker 6: Yahoo groups. And I found business intelligence consultancies. And I
Speaker 6: got a list of about one hundred email addresses and
Speaker 6: I put them into my email marketing software I was
Speaker 6: using at the time, and I sent out a blast saying, hey,
Speaker 6: I focus on business intelligence, I'd like to help your consultancy,
Speaker 6: et cetera. To one hundred people. Of the top five
Speaker 6: I focused on because they had the most opens and
Speaker 6: the most clicks. I'm like, Okay, those people I know
Speaker 6: are interested. The people at the bottom of the list,
Speaker 6: where it's like no opens or one open, I'm not
Speaker 6: going to worry about them. I focused on the top five,
Speaker 6: and within a year I closed every piece of business.
Speaker 6: I got business from all five on the top five
Speaker 6: of that list. I was like, this is the way
Speaker 6: business should be done, because now you know where to
Speaker 6: focus your attention. That and this will be a theme
Speaker 6: we'll pick up maybe in the next segment. Here, folks,
Speaker 6: but knowing what to focus on, especially if you're in
Speaker 6: the marketing world, because guess what, the world is changing
Speaker 6: all the time. Words look, buzzwords change all the time.
Speaker 6: You have to be careful because this one's outdated, now
Speaker 6: this one's new. We don't want people to misinterpret this.
Speaker 6: There are all these things that go into your messaging
Speaker 6: and that's how you articulate what your business is about
Speaker 6: and find your ideal prospects. But don't touch that down. Folks,
Speaker 6: will be right back. You're listening to Inside Analysis.
Speaker 7: You expected.
Speaker 3: Welcome back to Inside Analysis. Here's your host, Eric Tabanac.
Speaker 7: Show.
Speaker 6: All right, folks, back here on Inside Analysis. What a
Speaker 6: fun show with my longtime friends and colleagues and visionaries
Speaker 6: Amisha Gandhi and tom Ogan Thaylor. We're talking all about
Speaker 6: Ai Jen Ai, the changing landscape, how things are transforming
Speaker 6: before our very eyes, and personalization is key. We'll talk
Speaker 6: in the segment about knowledge management too. But she had
Speaker 6: a good point about how to get personalization right to
Speaker 6: go ahead.
Speaker 8: Yeah, So the.
Speaker 7: Reason why hyper personalization is going to be really important
Speaker 7: is because now before we base personalization on more of
Speaker 7: a mass behavior, right by groups, different groups now we're
Speaker 7: looking at the individual level, so it's you're getting serve content,
Speaker 7: you're getting serve recommendations, you're getting served. The next step
Speaker 7: in like a B to B sales process or you
Speaker 7: know whatever, it is a nurture marketing nurture based on
Speaker 7: what you did, what you're interested in, So it's based
Speaker 7: on your own individual preference. Right, Like I'll bring a
Speaker 7: simple example like Starbucks. It's going to recommend to me
Speaker 7: everything that has oat milk in it because it sees
Speaker 7: that that's my history and that's what I like, and
Speaker 7: I don't order any sugar, so it's not going to
Speaker 7: offer me those sugary drinks. It's going to offer me
Speaker 7: different things based on my individual preference. And then if
Speaker 7: somebody else, like you know, if my son is ordering
Speaker 7: on his app, he's going to get like a lot
Speaker 7: of hot coke, like you know, different things offered to
Speaker 7: him and food items because it's not based on my
Speaker 7: preference only, it's based on his right. So it becomes
Speaker 7: very individual. And that's happening in B two tech, right.
Speaker 7: So then you're getting that curation that prospect is having
Speaker 7: a really good experience and they're going to be more
Speaker 7: engaged because it's based on their interest, not what you
Speaker 7: think their interest is.
Speaker 6: Wow, that's a great way to put it, spitily, in
Speaker 6: your interest, not what they think your interest is. It's
Speaker 6: your actual history with an organization. And yet this is
Speaker 6: not a lot of these things are new. But the
Speaker 6: fact is the tech stack is there now to support this,
Speaker 6: and you can do it in a financially viable way
Speaker 6: even if you're not some huge company. I mean it
Speaker 6: was probably ten years ago I was learning about some
Speaker 6: of the really big brands. We're doing these hyper personalized
Speaker 6: profiles on individuals, and you would have a score basically
Speaker 6: about you as a person. Well, you have to manage costs,
Speaker 6: understand what can you reasonably afford. But to Amasa's point,
Speaker 6: hyper personalization is personalization about you and your behavior so
Speaker 6: far as I the vendor or marketer know. And that's
Speaker 6: really powerful stuff, Tom, because when you market some thing
Speaker 6: to someone who you know wants something like that, the
Speaker 6: engagement goes way up. If you're spamming people, and that's
Speaker 6: what no one wants. It's just nonsense, that has nothing
Speaker 6: to do with me, that I do not want. That's spam.
Speaker 6: I don't want that, And you know, we've seen this.
Speaker 6: The whole email world got really hit hard. It's still
Speaker 6: hit hard. What are my buddy Corey Yanson, who ran
Speaker 6: a cycled techopedia, he made such a good point a
Speaker 6: few years ago. He's like, Yeah, if femail's dead, why
Speaker 6: do all these social media engines use email so much?
Speaker 6: Because they're all emailing you, like Facebook and LinkedIn, like
Speaker 6: hey look what it happened to here?
Speaker 4: Hey, well look get out there.
Speaker 6: They're always like barkers, like trying to bring you to
Speaker 6: their platform. But to kind of pull this all together,
Speaker 6: the knowledge management side comes from leveraging all that data,
Speaker 6: and with Jenai layers, you can now analyze large, unwieldy
Speaker 6: chunks of unstructured data to learn something about Tom Ogan
Speaker 6: dailor right, Tom, what do you think exactly?
Speaker 9: It's like it's the difference between driving on a highway
Speaker 9: and seeing a billboard right about some thing you probably
Speaker 9: don't care about, ninety percent of them you could care
Speaker 9: less about, and instead having that billboard say things exactly
Speaker 9: that you're interested in. So, from my earlier example, like
Speaker 9: whether it's Jaguar cars or putting a new roof on
Speaker 9: the house, or you know, whatever, other thing that's top
Speaker 9: of mind to me. I mean that compare those two
Speaker 9: different you know, those two different scenarios. So yeah, so
Speaker 9: I mean the GENII stuff is just making all of
Speaker 9: this happen a lot more quickly and efficiently, and it's
Speaker 9: being able to help marketers in our case what we're
Speaker 9: talking about here, to dial in on where they should
Speaker 9: be spending their time, what kind of content they should
Speaker 9: be creating, and where they should be distributing that content
Speaker 9: sea blasting it out and throwing spaghetti on the wall,
Speaker 9: so to speak. I mean, now it's well, let's put
Speaker 9: out one blog post that's about this topic, because we're
Speaker 9: hearing from a lot of our sources that this is
Speaker 9: what people will care about now. For a long time now,
Speaker 9: we've heard a lot about, you know, addressing problems. So
Speaker 9: good marketers should be singling out different problems that they're
Speaker 9: identifying out there in the marketplace, and they should be
Speaker 9: addressing those problems. But take that even further about your
Speaker 9: ideal buyer. Your ideal buyer in this particular part of
Speaker 9: the you want to call it the sales funnel, right
Speaker 9: as it's a marketing term. But as people move through
Speaker 9: the funnel, to decision. You know, they're they're encountering different
Speaker 9: questions along the way and they're trying to answer those
Speaker 9: to the best of their ability. Imagine if you could
Speaker 9: pick out those people in those different parts of that
Speaker 9: funnel and direct that content too, whether it's from an influencer,
Speaker 9: whether it's from their own you know, their own blog poster,
Speaker 9: whether it's you know, some article and sme as has
Speaker 9: generated recently a subject matter expert you know, so you know,
Speaker 9: imagine it being like that.
Speaker 8: Yeah, it can be, Yeah, it can be very powerful.
Speaker 7: Like the last company I was at and it was
Speaker 7: leading the marketing work there, we found out that it
Speaker 7: was like fifty six touches before we got to close
Speaker 7: to close somebody.
Speaker 8: We actually looked at all the touches we already do
Speaker 8: and we did a lot more, you know, wrote data analysis.
Speaker 7: But now with AI right some of the new tools
Speaker 7: that have popped up, we got that down from fifty
Speaker 7: seven down to twenty six touches.
Speaker 8: Right, Like, we really cut.
Speaker 7: That funnel in half because we found there were things
Speaker 7: that were just junk. We got rid of it and
Speaker 7: honed it and we were able to get people to
Speaker 7: move faster through the funnel because it was more relevant,
Speaker 7: and they allowed them to lean in better and we
Speaker 7: got rid of a lot of people along the way
Speaker 7: because they weren't interested, so we were able to also
Speaker 7: filter much better.
Speaker 6: And that's this is really important. And you know, again
Speaker 6: in the new world of knowledge management, you can leverage
Speaker 6: all this first party data you heard of me just
Speaker 6: say that at the top of the hour here. That's
Speaker 6: a new buzzword, I promise you, and it's going to
Speaker 6: be very prominent because first party data is that data
Speaker 6: you already have. If the data you have about your customers,
Speaker 6: your products, your behavior, your clickstream analysis, whatever it is,
Speaker 6: you have data in your organization, I guarantee you have
Speaker 6: that data. And now with Gennai you can leverage that
Speaker 6: data much more easily by just grabbing chunks of it,
Speaker 6: throwing it into the Genai engine, asking you questions. And
Speaker 6: the more relevant you get, the higher that open rate gets,
Speaker 6: the higher the click through rate gets, and it's sort
Speaker 6: of a virtuous circle that just kind of goes around
Speaker 6: and around. I know we've got somebout four minutes left,
Speaker 6: three minutes left from the segment, but I shall throw
Speaker 6: it back over to you that story about shortening it
Speaker 6: from fifty seven touch points to twenty six or whatever.
Speaker 6: It's wonderful because it shows number one that you had
Speaker 6: the data and you looked at the data and you
Speaker 6: realize that's a lot of touch points to get.
Speaker 4: To the nut.
Speaker 2: Right.
Speaker 6: I think about the how many licks does it take
Speaker 6: to get to the center of a TUTSI pop?
Speaker 9: Right?
Speaker 6: You want to get short as possible, not too short,
Speaker 6: you know, but you want to get it to where
Speaker 6: it's like okay, and that's when you know you're on target.
Speaker 6: And that's good for morale, right Eisha.
Speaker 7: Yeah, it is because then you're giving sales and you're
Speaker 7: feeding sales things along the different touch points that actually work,
Speaker 7: and we're not wasting their time, Like if you're managing
Speaker 7: like an SDRBDR team, right.
Speaker 8: And I've done that in the past.
Speaker 7: One person can only make certain amount of calls and
Speaker 7: emails a day. Do you want them wasting filtering?
Speaker 8: No, marketing.
Speaker 7: The better you filter, the better intent, the more success
Speaker 7: and the conversion rate goes up.
Speaker 10: Right.
Speaker 7: And That's where I'm the hook for. And then along
Speaker 7: in the sales cycle, somebody goes dark. Are you nurturing
Speaker 7: them right away? What is working in nurture what brings
Speaker 7: people back. And then this is going to inform your
Speaker 7: account based marketing strategy. Right, you do one to one
Speaker 7: in the enterprise, you're selling to enterprise companies, but there's
Speaker 7: a lot of tech and a lot of people selling
Speaker 7: to mid market companies. Now they need to do it
Speaker 7: at volume, and so Jenai will let you do this
Speaker 7: at volume and scale too, and it's going to affect
Speaker 7: things like ABX ABM and make that much more viable
Speaker 7: for one to many model.
Speaker 6: Yeah, and you know, to close the loop on all
Speaker 6: this revops. We're talking about ops, marketing OPS, data OPS, DevOps, AIPS,
Speaker 6: all that stuff. Revo with revenue. I know for sure,
Speaker 6: salespeople really cruise when morale is high, and when you
Speaker 6: close a deal, your morale goes up, and then you
Speaker 6: close another deal, and then you close another deal and
Speaker 6: it works well. Whereas if you are just running into walls,
Speaker 6: it's very demoralizing and it's just it's a downward spiral.
Speaker 6: So the key is to figure out how to get
Speaker 6: that upward motion, how to keep people engaged. And there's
Speaker 6: a pat to that, there's a cadence to that, but
Speaker 6: the time, like a minute and a half left. The
Speaker 6: key is to keep morale high, and you do that
Speaker 6: by reducing friction points, right.
Speaker 9: Yeah, reduce the friction points and give people the tools
Speaker 9: and the know how to do it better. I think
Speaker 9: that's a lot of it. And I think a lot
Speaker 9: of marketing leaders now inside of organizations are going to
Speaker 9: have to show their people what they want them to
Speaker 9: do and what they want them to spend their time on.
Speaker 9: So right now, you know the meeting notes thing that
Speaker 9: we talked about. That's great, let's do the meeting notes. Okay,
Speaker 9: chat GPT Okay, you can use it to generate you know,
Speaker 9: if you're struggling to rate an email to somebody that's
Speaker 9: going to be a little bit difficult, pop it in
Speaker 9: there and see what kind of suggestion it gives you. Okay,
Speaker 9: a first draft is easier to work with than no draft,
Speaker 9: you know. And then it gets even you know, into
Speaker 9: the data as to the sales team and all that stuff.
Speaker 9: I remember when I was a salesman in a financial
Speaker 9: organization many many years ago. You know, we would look
Speaker 9: very carefully at the market and listen to the market.
Speaker 9: Should we be marketing corporate pension sponsors? Should we be requargner,
Speaker 9: cash managers, treasurers or whoever. And you know, we would
Speaker 9: adjust what products we marketed to them based upon the
Speaker 9: feedback we were getting from the people that we were speaking
Speaker 9: to and from the analyst that gave us the information
Speaker 9: within the firm.
Speaker 6: Right, And that used to take days or even weeks.
Speaker 6: And the point is now that could be done on
Speaker 6: an intra day basis. And it depends on your business model.
Speaker 6: But you want to have that virtuous circle going around
Speaker 6: and around, fueling the next decision and making sure that
Speaker 6: you're grounded in your own data. Will Folks, you were
Speaker 6: listening to Inside and Out and podcast bonus segments coming
Speaker 6: up next, stand by me all right, folks, back here
Speaker 6: on Inside Analysis. Time for the podcast bonus segment with
Speaker 6: Amisha Gandhi and tom Ogen Thaylor. You're surely Eric Cavanaugh
Speaker 6: talking about closing the loop with Jenai and marketing ops
Speaker 6: and data ops and AI ops and using AI to
Speaker 6: your advantage in Amisia. I'll throw it over to you
Speaker 6: because you made a great point of the break about
Speaker 6: how Jenai now gives marketing a real tool for explaining
Speaker 6: to the business what their data means.
Speaker 7: Right, Yeah, I mean we've always had the tools right,
Speaker 7: but marketing is on the hook, and so a lot
Speaker 7: of people think marketing, oh, we just deliver leads and
Speaker 7: we do that's gone. That's old old school marketing thinking.
Speaker 7: What we're actually doing is like, how do we drive
Speaker 7: to help drive the bottom line? How do we drive
Speaker 7: market awareness? How do we lead markets? How do we
Speaker 7: make markets?
Speaker 5: Right?
Speaker 8: Marketing can do that.
Speaker 7: So and we're a revenue based function where we help
Speaker 7: build the business. Right, we do brand and everything else,
Speaker 7: which everything everything's is pretty, but we can help build
Speaker 7: the business. And your CEO comes and says what is
Speaker 7: going on, You're able to say, here's what's going on.
Speaker 7: Here is why, and marketing is bringing insights back into
Speaker 7: the business to help build a business. Okay, this content
Speaker 7: is working. This is what you're talking to sales and
Speaker 7: they're using their data and saying here, here's what's happening
Speaker 7: across the entire customer journey. You're talking to customers. Now,
Speaker 7: your go to market strategy is much better informed. You're
Speaker 7: able to figure out who your ICP is for real,
Speaker 7: because everyone's ICP is not correct all the time. I'm
Speaker 7: still finding which is crazy, right, it's either.
Speaker 8: Too broad or too narrow. It helps you do that.
Speaker 8: Then it gives you that personalization.
Speaker 7: Now you bring all of the learnings back not just
Speaker 7: to marketing, so marketing can do a better job, but
Speaker 7: back to the business overall, the customer to this. You
Speaker 7: tie all of that data and it's about orchestration now, right,
Speaker 7: that data, orchestration and insights within that executive team. Now
Speaker 7: as a business, you're making better decisions overall by looking
Speaker 7: at all of it in a holistic picture, right, And
Speaker 7: that marketing can help bring their piece in. But you
Speaker 7: tie it all together and you orchestrate it not just
Speaker 7: across marketing, but across sales product. Then you're getting into
Speaker 7: really good GTM. Your go to market is just much better.
Speaker 7: It's more strategic, it's more informed, and now you're helping
Speaker 7: lead the business. It gives marketing that seat at the
Speaker 7: table I think in a much more solid way, and
Speaker 7: it makes it easier for us to say, this is
Speaker 7: what we're doing, and this is why it's working and
Speaker 7: what's not working too. So it's going to give us
Speaker 7: a lot of that and we're able to bring that
Speaker 7: back to the business and really help lead it.
Speaker 8: Honestly, I think.
Speaker 6: Well and you know what's really interesting here is that
Speaker 6: content sells. I think most people understand that, depending upon
Speaker 6: what business you're in. I mean, in consumer goods it's
Speaker 6: not as much. It's more on the product than the
Speaker 6: pizaz and so forth and B to B For darn sure,
Speaker 6: you want really good content that articulates your value, articulates
Speaker 6: your either technology or your service, and so to have
Speaker 6: that feedback and to understand which pieces of that they're
Speaker 6: working that should drive the business, right, Tom.
Speaker 9: Yeah, exactly. I think there's an old saying in the
Speaker 9: marketing space about content is king, and that remains the
Speaker 9: fact it means true. But now the quality level of
Speaker 9: the content has got to be higher than ever, and
Speaker 9: it's got to be more personalized, as we've been discussing
Speaker 9: throughout this whole show, and addressing the needs and the
Speaker 9: concerns of the ideal buyers more so than ever before. Now,
Speaker 9: the wonderful thing is that Jenai tools can really help
Speaker 9: you do that. And as Amsha was just saying, if
Speaker 9: you can bring back this data into the organization through
Speaker 9: the marketing channels and the sales channels combined and then
Speaker 9: actually start to drive the business bottom line with that
Speaker 9: information by steering the organization in the direction it needs
Speaker 9: to go. That's incredibly powerful and I don't know of
Speaker 9: any CMO right now that would turned down that kind
Speaker 9: of an opportunity, right, And we're.
Speaker 7: All learning how to do it right, So it's that's
Speaker 7: the whole thing. It's a learning process as we're all
Speaker 7: learning what tools are working. The tools we've already used
Speaker 7: like six cents up, so they're building an AI into it, right.
Speaker 7: New tools are coming in, new companies are popping up,
Speaker 7: so you know, I think we have to keep abreast
Speaker 7: and knowledgeable, but we have to keep our ships running, right.
Speaker 7: So you're not just going to innovate for innovation's sake, right,
Speaker 7: So people are going to bring this in slowly and
Speaker 7: figure out what's working, what's not working, learning from each other,
Speaker 7: Like I belong to several groups, so people are talking about, hey,
Speaker 7: I did this, it worked for me, check it out,
Speaker 7: what have you? Right, But we're still you know, we're
Speaker 7: still business leaders, so we had to really look at
Speaker 7: things and bring things in. It's not like we're saying, oh,
Speaker 7: JENAI is here, throughout everything you've been doing, revamp everything.
Speaker 7: We can't do that because we would not get the
Speaker 7: results that we need. It is kind of like this
Speaker 7: thing where you know, when the Internet happened, things change quickly,
Speaker 7: but they also change slowly within the.
Speaker 8: Org right, like people brought it in. What are we doing?
Speaker 8: House is helping?
Speaker 7: Right, and so we're the process of learning, but it's
Speaker 7: just happening a lot quicker now.
Speaker 8: The velocity change is faster, but we're still learning right.
Speaker 9: Well.
Speaker 6: And you also both made a really good point one
Speaker 6: way or another, which is give credit where credit is due.
Speaker 6: And what's great about this observability that we now have
Speaker 6: into all the data, understanding the data, being able to
Speaker 6: analyze what was very complex data just a year and
Speaker 6: a half ago, you can now distill very quickly and
Speaker 6: very effectively and share with the rest of the organization.
Speaker 6: So people know. So the marketing people know what the
Speaker 6: salespeople are dealing with. The salespeople know what the marketing
Speaker 6: people are dealing with, the administration knows what the different
Speaker 6: component parts of the organization are dealing with. That sort
Speaker 6: of empathy I think drives collaboration and really improves morale overall.
Speaker 6: Tom final thoughts from you, well.
Speaker 9: Great, well, I think that yeah, the human component remains
Speaker 9: supreme because we all, as we should just said, have
Speaker 9: to learn from all of this and we have to
Speaker 9: be able to apply it within the context of our
Speaker 9: own organizations, right, And that doesn't it's not a cookie
Speaker 9: cutter approach. So what works for one company might have
Speaker 9: to be nuanced and changed when you move to a
Speaker 9: different company, right, because their constituents are different. So I
Speaker 9: think that that's a lot of it here. We have
Speaker 9: to keep flexible in terms of our thinking, but at
Speaker 9: the same time we have to be we have to
Speaker 9: be willing to learn new things. And I think that
Speaker 9: that's what's being people are being tasked to do more
Speaker 9: so than ever these days. It's to learn these new tools.
Speaker 9: How can you best be apply them? And one of
Speaker 9: the best ways to do that is just start to
Speaker 9: apply them in your own work life, start to improve
Speaker 9: your own workflow, and then you can start to help
Speaker 9: others on your team about how to do something similar,
Speaker 9: and you know, it goes it builds from there.
Speaker 6: Yeah, and you reminded me of something Steve Lucas said.
Speaker 6: He's now the CEO of Boomy. You think we all
Speaker 6: know Steve, He's like one of the nicest guys and
Speaker 6: best leaders I've ever met. I mean, he's just a
Speaker 6: very bright star and he cares about his team. He
Speaker 6: cares about people, and that really shows. And he said
Speaker 6: that he instructed his whole team. You will use jen
Speaker 6: Ai in your workflow, find some way to use it,
Speaker 6: play around with it, and that's how you understand, that's
Speaker 6: how you learn. And that's what we're in right now.
Speaker 6: As a Misha said, we're all in this process of learning.
Speaker 6: What are all these new tools? How can they improve
Speaker 6: our day to day operations, our workflow and help us
Speaker 6: collaborate better. That's the objective, that's the mission. Sixty seconds.
Speaker 6: Final thoughts from you at Mesha.
Speaker 7: I think, look, Jennai is here. We're all using it
Speaker 7: in different ways.
Speaker 8: It can improve. But it's a tool.
Speaker 7: Remember it's a tool to help you do your jobs better,
Speaker 7: make your teams better. So get you know, bring in
Speaker 7: training for your teams, understand how it's working, you know,
Speaker 7: get smart, right, and you should also, like as Tom said,
Speaker 7: use it as yourself too, right. Don't just expect you
Speaker 7: know people and don't you know management Ivory Tower. But
Speaker 7: I think we all kind of get to get into
Speaker 7: the weeds with it, learn from it and then we
Speaker 7: can bring value back to the business for better outcomes.
Speaker 7: And then don't forget we need to also have some
Speaker 7: governance around it and some rules around it, as you know,
Speaker 7: where is it pulling the information from?
Speaker 8: Is it the right quality?
Speaker 4: Right?
Speaker 8: So we still have to have that QA check.
Speaker 7: Also, it's not just like you know, Pollyanna right, it's like,
Speaker 7: really do the QA check on it. And then, like
Speaker 7: I said, it's like we're all learning, we're all figuring
Speaker 7: this out together. I think the companies that are going
Speaker 7: to innovate will do it in a really great pragmatic
Speaker 7: manner by experimenting while they're keeping the lights on. And
Speaker 7: they're the ones that are going to lead their businesses
Speaker 7: in and really lead the charge and bring in some
Speaker 7: revenue for their business.
Speaker 6: Yep. And it's all about the revenue. Well, folks, look
Speaker 6: at these folks up online, Amisha Gandhi and Tom Ogan Thaylor.
Speaker 6: His name means I on the coin.
Speaker 4: How do you like that?
Speaker 6: It's cool stuff? Of course you're truly Samon and Nei.
Speaker 6: If you want to be in the show, info at
Speaker 6: inside analysis dot com. We'll talk to you next time
Speaker 6: you've been listening to Inside Analysis.
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Speaker 5: NBC News Radio, I'm Chris Karagio. Secretary of State Marco
Speaker 5: Rubio says he's pushing for the immediate release of all
Speaker 5: hostages held by Jimas. He told CBS's Face the Nation
Speaker 5: that he's working closely with the Israeli government to secure
Speaker 5: their release as soon as possible. Rubio's comments come after
Speaker 5: Hamas released three more hostages yesterday after threatening to suspend
Speaker 5: the agreement overclaims that Israel is violating the cease fire deal.
Speaker 5: Ukrainian President Vladimir Selenski says his country won't recognize any
Speaker 5: of its territory occupied by Russia as part of Russia.
Speaker 5: Appearing on NBC's Meet the pres Zelenski said no amount
Speaker 5: of negotiations will get Ukraine to change its borders and crime.
Speaker 9: And we will never recognize it because in years, in years,
Speaker 9: all things which are Ukrainia will be Ukraina.
Speaker 5: This comes after President try said last week it's unlikely
Speaker 5: that Ukraine will get back all of the territory lost
Speaker 5: in the war as part of a peace deal. Zelenski
Speaker 5: went on to say Ukraine needs security guarantees from the US,
Speaker 5: emphasizing that his country joining NATO is the cheapest way
Speaker 5: to ensure regional stability. At least nine people are dead
Speaker 5: as severe storms slam the southeast. Kentucky Governor Andy Bisheer
Speaker 5: confirmed today at least eight people were killed in extreme
Speaker 5: flooding across the state. Bashir said President Trump has already
Speaker 5: approved a disaster declaration for the hardest hit areas. At
Speaker 5: least one other person was killed in Georgia by a
Speaker 5: falling tree. In Atlanta early today, torrential rain and strong
Speaker 5: winds left tens of thousands without power from Ohio to
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Speaker 5: State Health Services says the number of measles cases doubled
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Speaker 5: More than a dozen people have been hospitalized because of
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Speaker 5: Pope Francis is said to be showing signs of improvement
Speaker 5: as he's being treated for a respiratory infection. The Paona
Speaker 5: remains high hospitalized in Rome after a case of bronchitis
Speaker 5: left him unable to speak. The Vatican shared that the
Speaker 5: Pope no longer has a fever and is resting. He
Speaker 5: also canceled all of his schedules.