Beyond Copy: How To Use AI to Build GTM Systems That Scale

In this B2B marketing podcast episode, Dave Gerhardt hosts Eoin Clancy and Dan Guenet to explore practical applications of AI in marketing, moving beyond theoretical discussions. They share specific workflows and examples from their own companies, emphasizing the importance of real-world implementation and iteration. Dan demonstrates how to use Clay and Zapier Agent to automate webinar content creation and extract insights from sales call transcripts, while Eoin discusses using AI to enhance content creation and refresh strategies for improved SEO and AI search performance. Both highlight the need for human oversight and continuous refinement in AI-driven processes, advocating for a balanced approach that leverages AI to augment, rather than replace, human expertise.

Outlines

Part 1: Introduction and Context

Part 2: Clay Workflow - Webinar Content Creation

Part 3: Content Strategy and AI Search

Part 4: Zapier Agent - Product Marketing

Part 5: Content Refresh and Optimization

Part 6: Overcoming Challenges and Closing

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The Dave Gerhardt Show (from Exit Five)

Part 1: Introduction and Context

00:00Introduction to Email Marketing and Knack

Introduction to Email Marketing and Knack

01:08Introduction to B2B Marketing and AI Session

Introduction to B2B Marketing and AI Session

02:52Sponsor Shoutouts and AI in Marketing Overview

Sponsor Shoutouts and AI in Marketing Overview

03:56Addressing the Gap Between AI Talk and Implementation

Addressing the Gap Between AI Talk and Implementation

05:07Session Overview and Introduction of Dan Guenet

Session Overview and Introduction of Dan Guenet

06:20Dan Guenet's Background and Perspective on AI Implementation

Dan Guenet's Background and Perspective on AI Implementation

07:41Challenges in AI Video Generation and the Importance of Practice

Challenges in AI Video Generation and the Importance of Practice

Part 2: Clay Workflow - Webinar Content Creation

08:58Introduction to Clay Workflow for Webinar Content Creation

Introduction to Clay Workflow for Webinar Content Creation

10:17Detailed Breakdown of the Clay Workflow: Ideation and Guest Information

Detailed Breakdown of the Clay Workflow: Ideation and Guest Information

11:40Continuing the Clay Workflow: Topic Generation and Knowledge Base

Continuing the Clay Workflow: Topic Generation and Knowledge Base

13:12Addressing Concerns About Efficiency and Initial Investment

Addressing Concerns About Efficiency and Initial Investment

14:33Challenges in Image Generation and Email Sequence Breakdown

Challenges in Image Generation and Email Sequence Breakdown

15:59Benefits of Clay Over Custom GPTs and Introduction of OpenAI's New Tool

Benefits of Clay Over Custom GPTs and Introduction of OpenAI's New Tool

Part 3: Content Strategy and AI Search

17:21Transition to Eoin Clancy and Tool Selection Principles

Transition to Eoin Clancy and Tool Selection Principles

18:47Marketing Principles and Introduction to Content Creation Example

Marketing Principles and Introduction to Content Creation Example

20:17Content Creation Strategy: Identifying Gaps and Prioritizing Topics

Content Creation Strategy: Identifying Gaps and Prioritizing Topics

21:30Under the Hood: Analyzing Sales Conversations and Quantitative Data

Under the Hood: Analyzing Sales Conversations and Quantitative Data

22:56System Prompts and User Prompts: Contextualizing Sales Conversations

System Prompts and User Prompts: Contextualizing Sales Conversations

24:20Output and Prioritization: Identifying Key Questions and Pain Points

Output and Prioritization: Identifying Key Questions and Pain Points

25:56Prioritizing Questions and Formatting the Output

Prioritizing Questions and Formatting the Output

27:01Sponsor Message from Compound Growth Marketing

Sponsor Message from Compound Growth Marketing

28:40AirOps Integration and Identifying Questions from Online Sources

AirOps Integration and Identifying Questions from Online Sources

30:13Manual Search Techniques and Content Creation

Manual Search Techniques and Content Creation

31:11Content Formatting and Publishing Process

Content Formatting and Publishing Process

Part 4: Zapier Agent - Product Marketing

32:57Introduction to Zapier Agent and Product Marketing

Introduction to Zapier Agent and Product Marketing

34:02Utilizing Sales Transcripts for Brand Familiarity and Competitor Analysis

Utilizing Sales Transcripts for Brand Familiarity and Competitor Analysis

35:07Zapier Agent Workflow and Iteration Process

Zapier Agent Workflow and Iteration Process

36:24Quality Control and Prompt Tweaking

Quality Control and Prompt Tweaking

37:58Markdown Formatting and Data Privacy

Markdown Formatting and Data Privacy

38:54Data Privacy and Transcript Cleaning

Data Privacy and Transcript Cleaning

Part 5: Content Refresh and Optimization

40:03Transition to Eoin Clancy and Content Refresh

Transition to Eoin Clancy and Content Refresh

41:14Content Refresh and AI Search

Content Refresh and AI Search

42:31Brand Alignment and Content Cannibalization

Brand Alignment and Content Cannibalization

43:36Content Refresh Workflow and Audit Process

Content Refresh Workflow and Audit Process

44:55AI Search and Content Structure

AI Search and Content Structure

46:27Brand Alignment and Refresh Engine

Brand Alignment and Refresh Engine

47:51Under the Hood: HTML Analysis and Content Engineering