The Marketer Show

The always insightful Garrison Yang stops by to talk about his journey from environmental engineer to VP of Growth and Strategy at Ava Labs. In this episode, he shares his opinions on growth marketing, AI's place in marketing orgs, and much more.Here’s what you’ll learn:The importance of understanding people's challenges and needsWhy product marketing is set to make a resurgenceHow AI removes the execution layer in marketing, making creative thinking more valuable than ever

In this episode, we are going to cover Market research with AI and Zapier + ChatGPT automations. I spoke with Bo-Peter Laanen about generative AI and it’s marketing use cases because, let’s face it, that’s the future of a lot our work for marketers. Bo-Peter is a growth marketing consultant who helps online course creators set up new marketing strategies. And today she’ll enlighten us on paid video marketing. Let’s dive right into the episode.

In this episode, we cover the current state of email marketing, agency life, and freelance marketing. I spoke with Chase Dimond and he brought the heat. We even got into AI and how it’s going to change the marketing game. Chase is a marketing expert building his agency Structured. He’s also a marketing consultant and runs several other businesses. Let’s dive right into the episode.

Today we are going to cover newsletter growth, marketing agencies, and advertising. I spoke with Max Bidna (AKA Marketing Max) about this and much more in this episode. Max is a former agency owner and growth marketing expert who is now building a media business called Growth Daily. He stopped by to give us insights on growing newsletter the right way and a lot more. Let’s dive right into the episode.

In this episode, we are going to cover the current state of tiktok, changes in paid social, and freelance marketing. I spoke with Rachel Vandernick about this and much more. Let’s face it, paid social and media is at an inflection point right now. Rachel is an advertising expert who helps companies strategize and execute on paid channels. And today she’ll enlighten us on paid video marketing. Let’s dive right into the episode.

Today we are going to talk growth marketing, early stage startups, and marketing advisory. I spoke with Matthew Erley about this and much more in this episode. Matthew was on the early team at Drizly as Head of Growth, and led growth at companies like Havenly and Stella as well. He’s also advised multiple companies on their growth marketing strategy and joins us today to help us break down growth for early stage startups.

In this episode, we are going to cover RevOps, marketing analytics, and Google Analytics 4. I spoke with Joe LaGrutta about this and much more as there is SO much happening in the world of analytics right now. Joe is a marketing operations expert who dives deep into RevOps for companies. And he’s particularly qualified to help us all navigate the shift to GA4 that’s coming soon. Let’s dive right into the episode.

In this episode, we cover being a fractional CMO, refining your audience, and big pendulum swings in marketing. I spoke with Jon Levine about this and much more in this episode. Jon is a fractional CMO who has worked with dozens of startups and even billion dollar companies, helping them find their growth strategy. He’s also been a marketing leader internally at multiple companies. Let’s dive right into the episode.

In this episode, we are going to cover new media, modern SEO, and AI in marketing. I spoke with Michael Cahill about this and more. Michael works with DTC and Health companies to grow revenue through SEO, Content Marketing, and SEM. And he’s helped grow search programs at dozens of companies. Let’s dive right into the episode.

In this episode, Jordan Crawford joined to chat about:AI in Marketing and Sales- AI will significantly change how we think about marketing and sales- It is important to experiment with AI tools and find ways to work with them to expand capabilities- Both the cost and time to perform tasks with AI have gone to near zero- The challenge is asking AI questions that don't include nuance and can't be operationalized- To work effectively with AI, we need to break down work into smaller chunks that it can do wellUsing AI Effectively- The focus is on how to use GPT Four in processes without worrying about its hallucination problem- People who are not reinventing themselves are at risk of being replaced by someone using AI.- To use AI effectively, one needs to provide creative constraint and context. Andy Grove's framework of "if the board fired me today, what would my replacement come in and do?" can be useful for thinking about how to use AI.- AI is good for operationalizing, but one needs to work backwards and feed it the right inputs and training sets to make it work effectively.- The speaker's company uses AI for programmatic outbound campaigns, feeding it website context to determine the top ten data points for targeting customers.- Ideas generated by AI include employee turnover rates, gender diversity ratios, and presence of employee research groups.- The speaker believes that in order to define prompts, one needs to invert their thinking and break down the process into discrete steps.- By breaking down the process and having a clear understanding of the steps involved, the speaker is able to evaluate the AI's suggestions and identify which ideas are good or bad.- The speaker recommends dissecting one's process by writing it out on a whiteboard to gain clarity.- The speaker has campaigns using AI in a targeted way where they can trust the output.- The challenge in automating this is that a wrong result can have high stakes and the pain is too high if it gets it wrong.- The speaker is thinking about creatively constraining the automation to ensure that if it gets it wrong, it's a harmless mistake.Using Creative Constraints with AI- The speaker played around with an AI-generated sentence, which seemed like a human wrote it but was actually a lie, and warns against the weaponization of such technology.- Many people consider AI as a productivity hack, but the author thinks that the real opportunity is using it to do things that would have been impossible before.- The author has created a product that uses AI to identify the perfect moments for a company to sell their products and services.- The author uses AI to write effective sales emails quickly and efficiently, using creative constraints and contextual understanding.- This approach can be done at scale and can give companies a significant advantage over competitors who don't have sales teams of similar size.- The speaker doesn't trust AI to write a complete email or to act on their behalf. - They believe that AI can't write a great email, except if it's trained on how to write five discrete sentences with specific steps and then summarize the email. - They don't trust AI to handle anything that involves requiring truth. - The speaker thinks the problem with AI is that people don't know how to use it or deploy it effectively, and there is a need to ask the right questions and to refine the process. - The speaker recommends clay.com as a useful tool for refining data by having conversations with ChatGPT on a per-row basis.- The speaker has spent a lot of time tinkering with the tool to test its capabilities and come up with use cases.- The speaker advises others to play around with the tool and think about what perfect thing involving language they could accomplish with unlimited time, and then consider how AI could help them achieve it.- ChatGPT is a tool that can help you break down complex questions and tasks into smaller, discrete steps.- The best approach is to ask the tool to give you the smallest possible steps to accomplish a goal, even if someone without context on your business could understand.- By following these steps, you can audit them at every point and make sure they are correct.- The possibility with ChatGPT is not just to save time but to have a person work on a creative task with nearly unlimited time, energy, and focus.- The concept of constraint can help people go deeper and achieve higher output than they normally would.- The guest gave an example of a big process they have built using constraint.- The guest is asked if there are other examples of their process that have been automated and systematized due to constraint.- The speaker has operationalized AI for a specific process, but only for pieces of it so far.- They believe that the bar for successful AI implementation is high because it can begin "hallucinating" and making things up when given too much freedom.- An example of this is when AI was tasked to build SEO pages for 10,000 companies without creative constraint and started making things up.- The speaker believes that AI needs creative constraint and to be broken down into smaller processes to be successful.- They are aggressive about killing processes that don't meet their standards and advocate for breaking down tasks into smaller, explicit steps similar to talking to a fifth-grader.