Here's a spicy marketing take.

Marketing playbooks aren't transferable. Wait, what?

Marketers who've had a lot of success with playbooks at one company get hired to make them work at a new company.

But that rarely works, why?

There is so much nuance to why things work beyond…

Companies should never hire from the competitor they're disrupting.

Walt Disney is a great example of this.

He was famous for not hiring people with previous experience in the industry he was trying to disrupt.

He transformed the animation industry and then theme parks.

What…

Just a reminder, nothing great was ever done by a committee

This is true in marketing as well.

What's the best this ends up looking very similar to Perplexity

AI will transform the B2B sales demo

AI tech like

- Hume AI (human voice),
- Adept AI (uses software for you),
- HeyGen (human avatar)

Would allow every potential customer to get a custom software walk-through with the click of a button.

Someone should build this.

I've been…

Why angel investing in AI apps is hard

Good thing is, quality of AI startup gets a huge upgrade each time a model is updated

Bad thing is, a lot of AI app startups will get smoked by better models being able to do what that startup does

[Clip: from marketing against the grain]

The only 2 skills you'll need as a marketer in the future are

- AI
- Storytelling

Excel at those and you'll always be in demand

Here's what most people are getting wrong with AI

They're not making the right bet

You should build for the AI of the future, not for the AI of today

It's a given these models will get exponentially better

If you're using AI to accelerate your go-to-market, see where AI…

Humane and Rabbit oversold their first release.

You cant dress your product up like it’s an Apple release and then complain when a reviewer tears it apart.

It’s your job as a company to manage expectations

Google's search engine share in the USA fell to a 15-year low

What happened?

Google's search dominance in the USA took a hit in April, and its share fell to 77%; typically, it's 85% to 90%.

Bing increased their share by 5% to 13%

Are we starting to see people choose an…

This is critical for new marketing & growth leaders

Don't take on the big shiny thing

Do the things that will put immediate wins on the board

Even if small, putting wins on the board builds confidence in what you're doing

All marketers should do side quests regardless of how senior they are

I've always done this because I love the craft of marketing

I released a free email course teaching AI last week. Promoted on LinkedIn. Goal of > 1k signups

Goal complete (it should reach 2k at this rate)

Marketing Is ...

-> Shipping customer value

Marketing Is Not ...

-> Shipping endless strategy memos

AI is going to change the SEO role.

It will do the technical work. It means SEO's need to focus more on content, strategy.

'The #1 reason marketing leaders fail in a new role is that plan a lot of big goals over the first 6-8 months.

But you need to put points on the board the first 6-8 weeks' Kieran Flanagan 🤘 KippBodnar.eth Jason ✨Be Kind✨ Lemkin  🇮🇱

What does the AI Marketing Playbook look like?

Four Pillars

1. Personalization at Scale: Marketers automatically default to email when I say this. But, think about lead magnets like ebooks and templates, all created for a single person.

Landing pages customized to an…

ChatGPT has gotten lazy

I have a prompt that asks ChatGPT to complete a series of steps to create a marketing campaign.

It should create 5 versions. After each version it gives itself edits to incorporate into the next one.

It was working perfectly. But now it just tells me to…

AI means businesses need to learn a whole new category of SEO.

Optimizing for LLMs.

Here's how you do it ...

Ethan Smith appeared on the podcast and discussed his thoughts on optimizing for large language models, like ChatGPT.

He talked about two things, which I found…