How I Made it in Marketing Content & Communications: Use your marketing budget and AI to make your customers’ lives more fun and interesting (episode #51)
We’ve been exploring AI in the MECLABS SuperFunnel Research Cohort LiveClasses (https://sherpablog.marketingsherpa.com/website-and-landing-page-design/marketer/). But I’ve mostly been thinking of artificial intelligence in a very practical sense.
So when our latest guest shared the lesson, “use artificial intelligence and your marketing budget to make your customers’ lives more fun and interesting” I was all ears to learn a new perspective on using AI…and really, a unique perspective on how to approach marketing in general.
You can hear the story behind that lesson, and many more lesson-filled stories, from Stacie Grissom, Director of Content & Communications, BARK (https://bark.co/), the maker of BarkBox.
BARK has grown from 2,000 subscribers to over 2 million during Grissom’s tenure, where she was employee number three (now there are over 600). Over the last decade, she has hired 40 writers, comedians, and content creators.
BARK is a public company traded on the New York Stock Exchange. In its most recent full-year results, the company earned $507.4 million in revenue, a 34% increase year-over-year.
Stories (with lessons) about what she made in marketing
- A viral moment can tie into a PR sprint.
- You don't need a Super Bowl ad to make a huge impact on social media around the Super Bowl.
- Contests can hit it big with an audience (even if, or especially if, they are weird and off-putting)
- React to something that happens online and use it to explode a moment
- If you aren't hitting huge moments of growth, rethink the metrics you're targeting so that you can make an impact.
- Use artificial intelligence and your marketing budget to make your customers’ lives more fun and interesting
- Move forward and get sh*t done
Related content mentioned in this episode
Not Enough Lobster In The Ocean: Trusting their gut leads to 90,000% revenue growth at Mint Mobile (podcast episode #11) (https://www.marketingsherpa.com/article/interview/revenue-growth-podcast)
SaaS Marketing: Always bring the customer story forward (podcast episode #42) (https://www.marketingsherpa.com/article/interview/SaaS-marketing)
About this podcast
This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.
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If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application