The Animalz Content Marketing Podcast

Kyle Coleman (copy.ai) on Building Trust at Scale with AI-Synthesized Content

Mar 6, 2025

Kyle Coleman, CMO at copy.ai, shares his insightful journey from a small startup to a successful marketing leader. He distinguishes between 'AI-synthesized content' and 'AI-generated content,' stressing the importance of human authenticity. The conversation highlights how thoughtfully integrated AI workflows can produce scalable content that still builds trust. Kyle reveals impressive results, like generating over $50 million in pipeline with minimal investment, and offers valuable advice on balancing technology and creativity in content marketing.

38:02

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Kyle Coleman

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Quick takeaways

Kyle Coleman emphasizes the distinction between AI-synthesized and AI-generated content, highlighting the importance of maintaining authenticity in scalable production.

He illustrates how well-structured AI workflows can drive significant demand generation, exemplified by Copy.ai’s $50 million pipeline from a $37,000 investment.

Deep dives

The Journey of Experience

Kyle Coleman details his extensive background in B2B SaaS, starting from his role as a sixth employee at Looker, where he contributed to elevating the company to a $2.5 billion acquisition by Google. His responsibilities spanned across demand generation, outbound sales, and various marketing functions, which equipped him with a multifaceted understanding of effective marketing and sales strategies. After Looker, he expanded his skill set at Clary, where he helped scale the business dramatically before transitioning to Copy.ai as CMO. His hands-on experience in rapidly growing organizations underscores the importance of understanding the intersection between marketing and leadership to drive business success.

Intro

2min

From Startup to CMO: A Marketing Journey

7min

The Evolution of Content Creation in Sales: Merging AI with Authenticity

5min

AI-Enhanced Content Creation

15min

Harnessing AI for Unprecedented Demand Generation Success

2min

Building a Content Culture with AI

7min

In this episode, Kyle Coleman, CMO at copy.ai, brings clarity and practical wisdom to the AI content conversation. His perspective is positive, practical, and backed by remarkable results: over $50 million in pipeline generated for copy.ai with just $37,000 spent on demand generation.

Kyle introduces the concept of "AI-synthesized content" as distinct from "AI-generated content" — a framework that maintains human thinking and authenticity while dramatically scaling production. He articulates content's fundamental purpose as "building trust at scale" and demonstrates how thoughtfully implemented AI workflows can create content that remains authentic while becoming dramatically more scalable.

About Our Guest: Kyle Coleman

Kyle Coleman is the CMO at copy.ai, an AI platform for go-to-market use cases. His career began at Looker, where as the sixth employee he helped grow the company to $110 million in revenue and a $2.5 billion acquisition by Google.

Kyle then spent five years at Clari, moving from demand generation to leading all marketing as CMO, helping scale the company 8x in revenue. He's built a significant personal brand on LinkedIn, recognized as a LinkedIn Top Voice with over 130,000 followers.

About This Season of the Animalz Podcast: AI & Content

Hello... is there anybody out there creating real value with AI?

The AI conversation in content marketing has become deafening — skeptics shouting from one side, shallow tips from enthusiasts on the other. But somewhere in this noise, there must be pioneers who've actually figured something out, right?

We've gone on a search for the real pioneers — the ones who've ventured beyond the hype to succeed (or fail) spectacularly. Through their hard-won insights, we'll discover if there's actually something of value hiding in the noise, or if we're all just shouting into the void.

Timestamps

00:00 "Do your research, know your audience, be a person"

02:00 Kyle's journey from Looker to copy.ai

06:00 Building a LinkedIn audience since 2020

08:30 AI enhances fundamentals but doesn't replace them

12:00 Kyle's voice memo to LinkedIn post workflow

13:00 The difference between AI-synthesized and AI-generated content

19:00 Why content marketers remain skeptical of AI

23:00 Systematic thinking for successful AI adoption

27:00 "People who like writing are people who like thinking"

29:00 $50M pipeline on $37K spend: copy.ai's content flywheel

32:00 "Effective content builds trust at scale"

36:00 The new content culture is a workflow culture

Mentioned Links & Resources

Clari and Looker (00:02:00): Companies where Kyle built his marketing career before joining copy.ai.
Copy.ai (00:03:00): Kyle's company, providing AI tools for content marketing and sales workflows.
Founders (00:04:00): A podcast Kyle recommends that offers summaries of founder biographies.
Acquired (00:04:00): Long-form podcast Kyle recommends with episodes on Mars, IKEA, and Sony.
Outreach and Salesloft (00:07:00): Sales platforms Kyle references when discussing outbound tactics.
LinkedIn Top Voice recognition (00:10:00): Kyle's 2020 recognition for sales content.
ChatGPT and Claude (00:19:00): AI tools Kyle mentions when explaining content creation limitations.
Nathan Thompson (00:28:00): copy.ai's Head of Content Strategy and former Animalz strategist.
Devin Reed (00:32:00): Kyle's colleague who coined "effective content builds trust at scale."
Follow Kyle Coleman on LinkedIn.