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In this episode of The Sleeping Barber Podcast, we sit down with Paul Dervan, Head of Brand Marketing at Miro and author of Run With Foxes, to explore the evolving world of marketing in the age of AI. Paul shares his insights on evidence-based marketing, learning from failures, and the challenges of navigating marketing metrics effectively.
We dive into the shifting landscape of marketing communications, the role of customer insights, and how brands can use micro-segmentation and category entry points to refine their strategies. The conversation also unpacks AI’s transformative impact on creative processes, the future of AI-driven marketing teams, and the growing need for AI literacy in the workplace.
Join us as we discuss the intersection of AI, marketing, and storytelling—where technology enhances creativity, but the human touch remains irreplaceable.
Our Guest
Paul Dervan - Head of Brand Marketing @ Miro
Author of Run With Foxes: Make Better Marketing Decisions
https://www.linkedin.com/in/pauldervan/
https://www.amazon.ca/Run-Foxes-Better-Marketing-Decisions/dp/085719772X
Miro: The Innovation Workspace https://www.youtube.com/watch?v=pqaSH1Ibw-g
Monster Problem? Solve Anything, Together https://www.youtube.com/watch?v=shy3tqvHb4g
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
Chapters
00:00 Introduction to the Podcast and Guest
02:49 The Importance of Distinctive Assets in Branding
05:58 Paul's Journey to Evidence-Based Marketing
08:59 Mistakes in Marketing and Learning from Them
12:02 Navigating Marketing Metrics and Decision-Making
14:52 Leading Brands in an AI World
17:59 Miro's Evolution as a Collaboration Tool
28:05 Navigating Change in Marketing Communications
29:50 Understanding Customer Insights for Effective Marketing
31:52 Micro Segmentation vs. Category Entry Points
35:02 The Role of Category Entry Points in Marketing Strategy
40:25 AI's Impact on Creative Processes
50:17 The Future of AI Agents in Marketing
01:03:25 The Evolution of Podcasting and AI
01:06:45 Democratization of Content Creation
01:08:35 Understanding Marketing Metrics and AI
01:10:38 AI Literacy and Competitive Advantage
01:12:33 Integrating AI into Business Workflows
01:15:35 The Role of AI in Creative Processes
01:17:04 Category Entry Points in Marketing
01:20:22 The Future of Segmentation and Targeting
01:23:06 Human Element in Storytelling and AI
01:26:51 Closing Thoughts on AI and Marketing
Background Research & Links:
https://claude.ai/
https://elevenlabs.io/
https://www.make.com/en
https://relevanceai.com/
https://www.perplexity.ai/
https://notebooklm.google/
https://www.lipdub.ai/pricing-page
https://getimg.ai/
https://openai.com/index/sora/
https://runwayml.com/