Extracting keywords from calls to feed ad campaigns

Matt Britton is the founder and CEO of Suzy, a consumer insights platform that has raised over $100 million in venture capital and works with top brands like Coca-Cola, Google, Procter & Gamble, and Nike. Matt is also the bestselling author of YouthNation, a blueprint for understanding the seismic shifts shaping our future economy, and Generation AI, which explores how Gen Alpha and artificial intelligence will transform business, culture, and society. In this episode, Matt demonstrates how he built a comprehensive AI workflow using Zapier that transforms customer call transcripts into a wealth of actionable intelligence. Despite not being a coder, Matt created a system that automatically generates call summaries, sentiment analysis, coaching feedback, follow-up emails, SEO-optimized blog posts, and more—all from a single customer conversation.

What you’ll learn:

1. How to build a trigger-based workflow that automatically scrapes and processes customer call transcripts from platforms like Gong
2. A systematic approach to quantifying customer sentiment on a 1-10 scale that has proven highly predictive of churn and upsell opportunities
3. How to create an automated coaching system that provides personalized feedback to sales reps after every customer interaction
4. A workflow for extracting keywords from customer conversations to inform Google ad campaigns without manual intervention
5. Techniques for automatically generating privacy-compliant blog content from customer calls that drives organic traffic and paid search performance
6. Why CEOs and executives need to build AI skills firsthand rather than delegating implementation to engineering teams
7. How to use Google Sheets as structured databases for AI lookups and enrichment within automated workflows

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Brought to you by:

Brex—The intelligent finance platform built for founders

Zapier—The most connected AI orchestration platform

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Where to find Matt Britton:

LinkedIn: linkedin.com/in/mattbbritton

Instagram: https://www.instagram.com/mattbrittonnyc/

Company: https://www.suzy.com/

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Where to find Claire Vo:

ChatPRD: https://www.chatprd.ai/

Website: https://clairevo.com/

LinkedIn: https://www.linkedin.com/in/clairevo/

X: https://x.com/clairevo

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In this episode, we cover:

(00:00) Introduction to Matt Britton

(02:36) Why Zapier became the backbone of Matt’s AI automations

(04:17) Identifying your core business problem

(09:02) How Matt built the initial trigger automation with Browse AI

(13:42) The value of CEOs getting hands-on with building

(14:00) Scraping and processing call transcripts

(20:14) Using LLMs to generate call summaries and sentiment scores

(23:25) Creating a Slack channel for real-time call insights

(26:17) Extracting keywords for Google Ads campaigns

(28:35) Building an AI coach for sales and customer success teams

(29:48) Creating a follow-up email writer for post-call communication

(35:25) Generating redacted blog content from customer conversations

(37:51) How this approach changes team building and hiring priorities

(40:19) Matt’s prompting techniques and final thoughts

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Tools referenced:

• Zapier: https://zapier.com/

• Gong: https://www.gong.io/

• Browse AI: https://www.browse.ai/

• ChatGPT: https://chat.openai.com/

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Other references:

• Qualtrics: https://www.qualtrics.com/

• SurveyMonkey: https://www.surveymonkey.com/

• Slack: https://slack.com/

• Google Sheets: https://www.google.com/sheets/about/

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email jordan@penname.co.