Unprompted: AI, Marketing and You

Latest Episodes:

Unprompted, Unplugged - live from New York Nov 30, 2023

In this episode, co-hosts Pete Housley and Jess Petrella wrap up the season by finally answering the question that started it all: Are robots coming for your jobs? And they’re doing it live in New York at Hotjar’s HOTSAUCE Conference. They are sharing their top AI marketing tools they’ve discovered in this season’s research, advice for marketers in the age of AI, and predictions for the future of the marketing world.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Director of Product Marketing, Jess Petrella. Jess has worked in SaaS for over 10 years and in that time has brought dozens of innovative products to market. She is focused keenly on driving business growth through effective go-to-market strategies and product positioning.

Over the past few years, Jess has positioned herself at the intersection between AI and marketing, having developed strategies that have informed how Unbounce has brought our own innovative AI-powered tools to market. Outside of Unbounce she’s the creator of “AI for Product Marketers”, an advanced Notion AI template system containing practical, useful, and inspired templates made just for product marketers.

Jess has written for a number of publications, including a piece in the B2B marketer on AIs impact on SEO, conversion and the marketing funnel, appropriately titled “The Search Armageddon”. Earlier this year, Jess joined a panel of experts to discuss current and future applications of AI in marketing and Business at Lead Gen World 2023 in San Diego. You can also see her live on stage at SaaS North in her own home town of Ottawa this coming November.

Key Quotes

*”Time and time again, and still to this day, the value of AI has been time savings. And that's very true to how marketers are using AI products today. I've started to watch this sort of parallel stream next to it of machine learning models that are trained as performance marketers based on billions of data points around conversion data. At Unbounce, being in business for over 10 years and running landing pages, conversions is our business. We've collected that data and we use it to enrich all of the decisions that happen post click on our platform.” - Jess Petrella

*”AI is here to stay. It makes you smarter, it makes you faster, and it makes you better. Marketers need to begin their own journey of discovery. Then, the big question is: Is AI coming for marketers’ jobs? What we say is no, but marketers who are not using AI will be replaced by marketers who are using AI. And then finally, The conclusion of our series is: Be curious. Study and see what's going on, check out these businesses and products, and experiment.” - Pete Housley

Time Stamps

[00:00] Introduction and welcome to Unprompted Unplugged, live from NY!

[00:21] About Unprompted and Unbounce

[01:26] AI marketing in 2023: A recap

[02:43] Welcome back to our co-host, Jess Petrella

[09:24] How far along are organizations on their AI adoption curve?

[10:45] AI tools for marketers

[25:45] Final thoughts and conclusion

Links

Pete Housley, CMO at Unbounce

Jess Petrella, Director of Product Marketing at Unbounce

Check out the AI tools mentioned in this episode:

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

If you’re a marketer (or just someone doing marketing), you need Unbounce. You can build beautiful, high-converting landing pages for your ads and emails, plus get AI copywriting and conversion optimization tools—all powered by more than a decade of marketing data.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

2024 AI Marketing Playbook Oct 19, 2023

Do you have an AI playbook? In this episode, co-hosts Pete Housley and Unbounce Director of Product Marketing and in-house AI expert Jess Petrella are giving you your AI playbook for the year ahead. To do that, they’re tapping into the genius of Mike Kaput, Chief Content Officer at the Marketing AI Institute. Together, they share use cases for AI marketing, advise on the best AI-powered marketing tools, and give five steps to launching your company on its very own AI journey. Tune in to find out more on this episode of Unprompted.

Meet The Unprompted Crew

Key Quotes

*”98 percent of all marketers we surveyed said they're personally using AI in some way. Now, here's the bad news, though: 78 percent of people say their employers have zero internal AI education or training. So we've reached peak interest and excitement about AI, but there's a massive gap in the practical tools people have internally at their organizations to actually learn what this stuff is, how to use it in their careers and their roles, and how to get the most out of it.” - Mike Kaput on the 2023 State of Marketing AI Report from the Marketing AI Institute

*”All the things humans do really well, I guarantee you, AI will do them at some point if it can't already. The ability to create, to think, to understand, to reason, these are capabilities that may not be at a human level in AI systems today, but they're absolutely on a trajectory to do those things pretty well. All the things that humans value and get paid for is probably stuff that AI will be able to help or do very soon.” - Mike Kaput

*”If I look at my average day, six to 12 months ago, none of these tools were in it and helping me do the things I'm doing. It's really been a pretty profound sea change.” - Mike Kaput

*”AI in some form or another has been around for 60, 70 years in one sense or another. So people don't realize a lot of things went into the last several decades to get us to this current moment. It feels like it's coming out of nowhere because they weren't paying attention to all the other factors that were building beneath the surface. “ - Mike Kaput

*”A lot of people are like, ‘Oh, what tools should I use? What technology should we adopt?’ That's a huge question and really important. More important, though, is what happens if you succeed? Like we're talking about tools that give you double and triple, digit performance gains or productivity gains. That's amazing. But the first question you're going to get from a lot of your staff is, ‘What happens to me? What happens to my role? There's a huge amount of change management involved in these tools. So you're going to have to start planning for how this is going to change jobs.” - Mike Kaput

Time Stamps

[0:12] Introducing “Marketing” AI

[4:54] Meet Mess Petrella, Director of Product Marketing at Unbounce

[11:38] Here’s your AI playbook

[12:08] Welcome to our guest, Mike Kaput, Chief Content Officer at Marketing AI Institute

[15:36] How can the Marketing AI Institute help me as a marketer?

[17:09] What has Mike’s team learned about AI in 2023 so far?

[19:35] What’s the average AI adoption rate among marketers currently?

[21:50] What are the top 5 AI use cases in marketing?

[28:06] What AI-powered marketing tools would Mike recommend?

[33:05] Where are marketers on their AI adoption or maturity curve?

[36:03] What is Mike’s 5-step AI playbook? And how can marketing teams get further along on their maturity curve?

[43:35] What advice would Mike give marketers right now?

Links

Pete Housley, CMO at Unbounce

Jess Petrella, Director of Product Marketing at Unbounce

Mike Kaput, Chief Content Officer at Marketing AI Institute

Check out the 2023 State of Marketing AI Report

Learn more about the Marketing AI Institute

Check out the tools we mentioned!

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Try AI – Part Deux Sep 08, 2023

Where are you on your AI adoption curve and where is your company on their AI maturity curve? In this episode, co-hosts Pete Housley and Unbounce Content Creator Banafshe Salehi review a bunch of cool and innovative AI tools with the help of guest Saba El-Hilo, Unbounce’s SVP of Data and Engineering. They’re reprising the most popular episode to date - Try AI - but this time looking at specialized AI tools for marketers. What tools will the team actually be adopting? Which are over-hyped? And is the AI boom already on its way out? We’ll find out on this episode of Unprompted.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Content Creator and Copywriter Banafshe Salehi. Banafshe has more than seven years of experience in content and brand from B2C to agencies and SaaS. She is a creative strategist, working on conceptualizing marketing campaigns, white papers, multimedia projects, and more.This episode also features Unbounce’s SVP of Data and Engineering, Saba El-Hilo. Saba’s career includes more than 10 years of experience building top performing and innovative products. She has deep experience working with Big Data, ML technologies and building web applications and services.

Key Quotes

*”We all know these models tend to hallucinate. They can return inaccurate data. There's a whole lot of privacy and data challenges. So the tech is so new, and we're seeing big players like Google and Microsoft build their entire suites and incorporate their entire suites on top of this tech. It's like building a car while driving it.” - Saba El Hilo

*”These AI tools are time saving to free you up for the other stuff. So when there's a mechanical task or a repetitive task, it’s amazing. Like, you do your inputs and, and the info is at your fingertips. And now you can act strategically and proactively without having to do that repetitive task.” - Pete Housley

*”I had a moment of being a bit hopeless towards creative career paths. But I think now that I've played around with more specialized AI tools, I think there is a lot of value to having a person who is specialized use those specialized tools. They are not that easy to pick up. They need investment, they need time put into them. And I think they open up a lot of avenues for content creators like myself.” - Banafshe Salehi

Time Stamps

[2:15] Introducing co-host Banafshe Salehi, Content Creator at Unbounce

[3:28] AI in the News: SAG-AFTRA writers’ strike

[6:59] AI in the News: McKinsey’s State of AI in 2023 Report

[9:22] Is the AI boom on its way out?

[11:10] Let’s try new, specialized AI tools

[12:15] Welcome back Saba El-Hilo, SVP of Data & Engineering at Unbounce

[15:19] What are the rules to the team’s tool review?

[16:39] ThoughtSpot

[19:42] Acrolinx

[22:40] MadKudu

[26:21] Optimove

[29:26] Surfer SEO

[32:13] Brand24

[34:39] Crayon

Links

Connect with…

Pete Housley, CMO at Unbounce

Banafshe Salehi, Content Creator at Unbounce

Saba El-Hilo, SVP of Data and Engineering at Unbounce

Learn more about Unbounce

Check out the tools we reviewed!

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

AI on Trial Aug 24, 2023

There are lots of concerns with the development of AI—but do the negatives outweigh the benefits? In this episode, co-hosts Pete Housley and Unbounce Senior Creative Director James Thomson play judge with special guest Aaron Kwittken, Founder and CEO of PRophet. Together, they talk about all things AI ethics. Should agencies disclose that they use AI? Should they be paid based on time and materials or value of work? Can the government regulate AI? Tune in to this episode of Unprompted to learn about how you should - and shouldn’t - navigate the use of AI in the marketing world today.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Senior Creative Director at Unbounce, James Thomson. This episode also features Founder and CEO of PRophet, Aaron Kwittken. Aaron is a highly acclaimed industry leader, serial entrepreneur and seasoned corporate affairs and integrated communications strategist with more than 30 years in the PR industry. He is also CEO of the Comms Tech Unit for the Stagwell Marketing Cloud, a suite of AI SaaS solutions for PR, social media, and content creators. Aaron founded KWT Global in late 2005 (f/k/a Kwittken), a highly acclaimed global PR and brand strategy consultancy which was acquired by KWT Global and where he currently serves as Chairman. Aaron has received numerous honors and awards for his work and industry leadership from the likes of ICCO, Cannes LIONS, PR Week, The Drum and PRovoke Media, having recently been named a PRovoke 2021 Innovator 25 and to PR Week's 2022 Dashboard 25 for his comms-tech leadership and industry innovation.

Key Quotes

*”When I ran my agency day-to-day, I'd be like, ‘Can I hire someone who can get me 60, 70% of the way there?’ Right now, we're there [with AI.] We're at 60, 70%. And then the human has to come over the top to finish it, to make it better, to give it the values, judgment, and emotion that AI does not have.” - Aaron Kwittken

*”Humans still need to come up with the idea. Creativity rests with us. It's really more so figuring out who else is gonna be interested in that idea or that concept.” - Aaron Kwittken

*”The beauty of it to me is we might hire fewer people on the bottom, but they're going to have much better roles. They're going to stay longer. We're going to be able to upskill them. And instead of having less people, we're going to have people doing higher value things, potentially changing the compensation scheme as well. We agencies should not be paid for time and materials. We should be paid based on the value that we bring.” - Aaron Kwittken

*”ChatGPT is a toy. PRophet is a tool. And I tell folks, ‘If you want to play around with ChatGPT on your own, great. Do not put anything corporate or any work related stuff in ChatGPT, because you don't own that. In the same way that if you use Google Sheets and you don't have an SLA in place, you're giving up all of your information.” - Aaron Kwittken

*”AI is not biased. Humans are biased. And humans build algorithms that then power AI. AI isn’t really AI, it's really human intelligence. So AI is only going to be as biased as the humans who built it. So then you need to have countermeasures and algorithms that then search for and identify biases inside of each platform, which takes time and it takes investment.” - Aaron Kwittken

*”You can't wait on the government. Put it this way: The government has had no control over social media platforms and that's caused all sorts of mayhem, despair, and death in the world. And we can go on and on about how reckless Facebook, Instagram, TikTok have been. The government has had no control over that. What makes us think that the government can control AI? There's no way. We have to do it ourselves.” - Aaron Kwittken

Time Stamps

[1:44] Introducing James Thomson, Senior Creative Director at Unbounce

[6:00] AI in the news: Does Hillary Clinton endorse Ron DeSantis? [Hint: Deepfake]

[9:10] WormGPT and FraudGPT enable phishing attempts

[13:05] What is bias in AI marketing?

[15:53] AI goes on Trial

[16:25] Introducing guest Aaron Kwittken, Founder & CEO at PRophet

[21:03] How does PRophet apply AI to PR?

[23:47] Does PRophet generate ideas? Or do humans need to?

[24:42] Who should be using PRophet?

[30:15] Could AI replace the PR employee?

[35:35] How will AI affect the PR industry going forward?

[41:30] How does PRophet deal with security, privacy and bias when using AI?

[45:13] Who will regulate ethical use of AI?

Links

Connect with…

Pete Housley, CMO at Unbounce

James Thomson, Senior Creative Director at Unbounce

Aaron Kwittken, Founder & CEO at PRophet

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Arms Race Aug 10, 2023

Everyone is talking about AI today. But this generative AI boom didn’t happen overnight. In this episode, co-hosts Pete Housley and Unbounce Vice President of Growth Marketing Alex Nazarevich welcome special guest Harold Price Professor of Entrepreneurship and Technology at NYU’s Stern School of Business, Arun Sundararajan. Together, they’re exploring the history of the secret arms race that’s been raging in Silicon Valley for the past decade—and what might come next. Is there an end goal? What effect will deepfakes and other AI-generated content have on the coming election? How should marketers be adjusting their workflow to rise to the AI occasion? We’re answering these questions and more on this episode of Unprompted. So tune in to get caught up on the history of AI, and to prepare for what’s on the horizon.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce’s Vice President of Growth Marketing Alex Nazarevich. This episode also features Harold Price Professor of Entrepreneurship and Technology at NYU’s Stern School of Business, Arun Sundararajan. Arun’s best-selling and award-winning book, “The Sharing Economy,” was published by the MIT Press in 2016. His research studies how digital technologies transform business, government and civil society. His current focus is on the future of capitalism, artificial intelligence and platform-enabled change, antitrust policy in tech, and the digital future of work. Arun has been a member of the World Economic Forum’s Global Future Councils on Technology, Values and Policy and the New Economic Agenda. He is an advisor to numerous organizations and works with tech companies on issues of strategy, litigation and regulation.

Key Quotes

*”Yes, [AI is] technologically fascinating, but there's a very important need for human beings to pay attention to what has been created because it's not like it's coming from some preexisting source. It is actually being created on the fly.” - Arun Sundararajan

*”We are fundamentally changing through generative AI how we as humans get information…Generative AI is taking us into this uncharted territory where you have an expert on demand who is working it out for you on the fly and giving you that information. It's not like a search engine where it's giving you someone else's pre-created information. It's almost like a third form of getting information in a very fundamental way.” - Arun Sundararajan

*”People who are looking for [AI] to give you the exact answer are using it wrong. What we should be doing, at least in part with ChatGPT and with other large language model-based systems, is using them to come up with things that we might not have thought of, and then bring the humans into the loop to take the good ideas to completion.” - Arun Sundararajan

*“Today, we are not sharing music. We're sharing musicians. We're not downloading art, we're downloading artists. And so it's sort of a scary moment where we have to decide as human beings how much of our intelligence do we wanna claim for ourselves, and how much of it do we wanna just cede to this collective intelligence that is generative AI.” - Arun Sundararajan

*”Part of the reason why there's a lot of conversation around the need to slow down AI research and the risks of AI is that the race is happening without a clear objective…We don't know what the eventual use of these AI systems will be. Once there's a demonstration that the successor to generative AI can actually make a dent in curing incurable diseases, in developing new drugs, in addressing climate change, that's when the value of the innovation is going to become clearer.” - Arun Sundararajan

Time Stamps

[2:34] Introducing co-host Alex Nazarevich, Unbounce VP of Growth Marketing

[7:20] AI in the news: Llama 2 vs. AI-X

[12:23] Let’s explore the history of the AI arms race

[12:54] Meet Arun Sundararajan, NYU Professor at the Stern School of Business

[14:22] Learn about the history and evolution of AI

[21:35] How reliable is ChatGPT?

[25:14] Why wasn’t Google first to market with AI?

[26:38] What’s at stake in the AI arms race?

[30:53] Who has the best chance of pulling ahead in the arms race?

[36:48] What are the risks of unregulated AI?

[38:28] What will AI do to the human creative process?

[41:00] Should we be afraid AI will take over the world?

[48:05] Why are tech companies calling for regulation?

[49:40] How will AI affect the upcoming presidential election?

Links

Connect with…

Pete Housley, CMO at Unbounce

Alex Nazarevich, VP of Growth Marketing at Unbounce

Arun Sundararajan, Harold Price Professor of Entrepreneurship and Professor of Technology, Operations and Statistics at New York University’s (NYU) Stern School of Business

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Try AI Jul 27, 2023

Just about everyone has heard of ChatGPT, Midjourney and Dall-E, but these just scratch the surface of all the wild and cool AI tools out there. So the Unbounce team has taken it upon themselves to review nearly 150 AI tools, and they are bringing you their recommendations for best in class. In this episode, co-hosts Pete Housley and Garrett Hughes welcome special guest Saba El-Hilo as they review a plethora of AI tools and answer the questions: Would we use it? Do we see value in it? Or is it junk? Tune in to find out for yourself, and you might just walk away with your new favorite AI-powered marketing tool.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce’s Manager of Content Marketing Garrett Hughes. This episode also features special guest Saba El-Hilo. Saba is Unbounce’s SVP of Data & Engineering, and leads the company’s engineering and data teams. Saba’s career includes more than 10 years of experience building top performing and innovative products. She has deep experience working with Big Data, ML technologies and building web applications and services. Most recently, Saba was the Head of Data Platform at Mapbox where she built and led multiple teams responsible for producing data products from a user base of more than half a billion monthly active users. Saba’s ability to build performant and highly scalable systems, mentor engineers, and foster diverse and healthy engineering teams will help Unbounce deliver valuable products to its customers.

Key Quotes

*”Who am I sharing my data with? That's really important, because at the end of the day our huge value at Unbounce is on our data set. And every company is trending that way. So who am I giving my value to, and am I getting that value in return?” - Saba El-Hilo

*”This is like, ‘Are robots coming for your jobs?’ I feel like as a marketer, I could be more of a one man band if I had to be. And for smaller marketing teams where you wear many hats, some of these tools to me are just blowing my mind.” - Pete Housley

Time Stamps

[2:29] AI in the news: Congress works to regulate AI

[4:49] What are economists predicting the result of AI use on the job market will be?

[6:42] Introducing special guest Saba El-Hilo, SVP of Data and Engineering at Unbounce

[10:39] How is Unbounce leveraging AI tools?

[11:52] How is AI impacting developers?

[13:25] How does Saba evaluate new AI tools?

[14:47] Introducing today’s theme: Try AI. The team tries out new AI tools and gives us their honest review.

[16:34] Market Muse

[17:36] Any Word

[20:32] Synthesia

[22:33] Munch

[25:08] Wondercraft

[27:21] Soundraw

[28:59] Uizard

[33:32] Descript

[37:01] Lightning round of AI tool reviews

[38:48] What lessons did the team learn about new AI tools?

Links

Connect with…

Pete Housley

Faye Campbell

Breedon Grauer

Check out the AI tools we explored…

Copywriting/Content Marketing:

MarketMuse: AI analysis of content against the SERP.

Anyword: AI copy generator specifically built for “marketing” use cases.

Video Marketing:

Synthesia: AI-generated videos with human-like actors.

Munch: Cut long-form videos into social shareable snippets.

Design:

Uizard: Generate multi-screen mockups for websites, apps, and more from a text prompt.

Podcasting:

Wondercraft: Turn existing content into professional podcasts.

Music:

Soundraw: Instantly generate royalty-free music.

Influencer Marketing:

Affable.ai: “An AI companion for influencers.”

Social Media

Lately: An AI-powered social content generator.

ContentStudio: AI-generated text/images for social posting.

And more:

Otter: AI transcription that includes a AI-powered chatbot (to search and summarize the content).

Forms.app: AI form generator.

TLDR This: Summarize long pieces of content into just a few sentences.

Tome: AI-generated presentation decks.

Quick Draw: Demonstration of Google’sd6f ability to detect doodles.

Cleanup Pictures / Magic Studio: Remove elements from a photograph in-browser.

Let’s Enhance: Upscale low-resolution photos with AI.

FormulaBot: Generate custom Excel formulas through text prompts.

Magical: AI writing assistant via browser extension.

Descript: Text editing for audio files.

Lumen / Fliki

: Create videos summarizing text content (like blog posts).

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

AI for Data Geeks Jul 13, 2023

In this episode, co-hosts Pete Housley and Faye Campbell explore a crucial aspect of modern marketing: shaping data to fuel AI technologies. As marketers embrace artificial intelligence and its potential, the quality and structure of their data play a pivotal role in unlocking the true power of AI. We'll be diving into how marketers shape their data and highlighting a few cutting-edge marketing technology tools that fuel AI-driven initiatives and anchor it all back to a day in the life of a digital marketer.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Director of Revenue Operations, Faye Campbell. This episode also features special guest Breedon Grauer. Breedon is CEO of Fastloop, Fusing Business Strategy with Technology Systems. By bridging cutting-edge technology and operational thinking, Fastloop helps build your organization’s vision for the future and enables you to reach your true potential. Breedon leads all operational aspects of Fastloop, including strategy, growth and execution. Prior to Fastloop, Breedon was a member of the senior leadership team of The Jim Pattison Group of companies where he led a number of growth initiatives including global marketing, inter-company sales, procurement and technology.

Key Quotes

*”Most companies have data in dozens of systems. And so as standalone systems, that data is not necessarily creating that much value. However, when you combine that data together, the insights you can glean off of that combined information can be extremely powerful. So how do you enable everyone in the organization, from the CEO down to the front office clerk, to give them the information they need to make better, faster decisions on a daily basis that can directly speed up the performance of your organization?” - Breedon Grauer

*”Companies are overloaded with marketing technology. You've got customer behaviors that are changing faster and faster every day. You've got diminishing brand loyalty and you've got a lot of pressure on costs where CFOs and CEOs don't understand why CMOs are spending so much money. And so if you're deploying that money, how do you prove not only to your leadership, but to your customers that you're worthy of their business, the investments you're making are meaningful and that you're truly driving the growth and success of that company?” - Breedon Grauer

*”Whether it's email tools or mass communications tools, in-app messaging, chat, you can get an all-in-one platform that does all those things. But is it gonna do all of those things really well, or would you rather get the best tool for the job and then have a unified data ecosystem running in the background so that you can still get the benefits of de-siloed information?” - Faye Campbell

*”What excites me is how you can use data to supercharge your business. What some of those things include are audiences and segmentation. So once you get your data organized, how do you understand your customers in a completely different way? How do you organize them into cohorts based on different behaviors, different locations, different ways in which they move to their day-to-day activities?” - Breedon Grauer

*”The first thing is to focus on your customer. If you always focus on your customer and you treat them right, you will be a good steward of your business, and what you and the products and services that your business produces. And so the question is: What do you know about your customer today and what do you need to know to serve them better? AI can do a lot, but if you don't truly understand your customer, you're not gonna be able to take advantage of it. So the thing is to get a really deep understanding of your customer. And so what information can you glean on your customer that you can really understand them more holistically? The second and most important is the foundation. And so how do you ingest that information? How do you combine it, so that you can actually harness it?” - Breedon Grauer

*”If you combine your unique marketing tech stack, your unique combination of data infrastructure with robust machine learning and AI tools, you can do something that your competitors can't.” - Breedon Grauer

Time Stamps

[0:50] Introducing Faye Campbell, Director of Revenue Operations at Unbounce

[3:45] What’s going on in MarTech these days?

[4:53] What’s a marketer’s biggest challenge right now?

[6:31] Introducing our topic for today: AI for Data Geeks

[7:30] How does RevOps at Unbounce currently use AI and automation?

[10:00] How is AI enabling personalization in marketing?

[12:30] Introducing Breedon Grauer, CEO at Fastloop

[20:16] Is it better to buy an all-in-one marketing tool or use a handful of them?

[21:46] What are some examples of consolidating systems?

[26:07] How important is data maturity when consolidating tools?

[30:12] Where do marketers and IT counterparts begin?

[32:19] What are areas of marketing that are driving growth?

[36:35] What challenges inhibit marketers from driving growth?

[39:27] Where is Unbounce on the digital transformation?

[44:43] What are some changes in marketing that Breedon thinks are powerful?

[47:11] What’s one key message Faye and Breedon would give to marketers?

Links

Connect with…

Pete Housley

Faye Campbell

Breedon Grauer

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Agencies of Change Jun 29, 2023

In this episode, co-hosts Pete Housley and James Thomson take a look at how businesses are using AI tools to create the sort of marketing that previously required a digital agency. How are digital, analytics, and creative agencies adapting? In this episode, they find out by going inside the minds of a data-focused agency to learn how they’re using AI themselves to win in this new world.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Senior Creative Director James Thomson. This episode also features special guest Andrew Lionis. Andrew is a partner and the SVP of Strategy and Client Services at Datawyze, a Marketing Intelligence Agency representing the application of data & marketing research into business process & decision-making. Andrew is a customer-focused business leader with a deep expertise in marketing and advertising technology, AI & machine learning, digital applications, social media, and mobile technologies. He is passionate about innovation, connecting consumers with brands, and pursuing marketing goals through measurable business strategies.

Key Quotes

*“I think one thing which is gonna change, especially over this coming year or two as a lot of companies do come to rely on some of these AI-based image generation tools, is that it's gonna put a lot of pressure on creatives and photographers to justify their craft and work harder to justify some of the ROI of that. I personally think there is a lot of value in custom photography, in that it does allow that customization, to own a lot of those details. But I think that the case is gonna have to be made a lot harder to warrant that investment when you are looking at the other option being AI generated images, which you can get for free.” - James Thomson

*”The agencies that embrace AI and can deliver more variety, more volume at a higher velocity, will give more value exchange to those clients. And that's what I see as the biggest benefit for agencies that embrace AI.” - Andrew Lionis

*“Speaking on behalf of the creative process, I think emotion still has belonging, but it's just that it lives in a different place. I think having the right inputs [is important]. And then when we're getting some of those results back from our AI tools, [we need to ask], ‘What does this make me feel?’ We need to be evaluating on a human level: ‘Is this compelling?’” - James Thomson

*”I think we still have to, even if we're gonna be passengers on this journey, just be aware of what's going on and make sure that the tool itself is brought up to speed.” - Andrew Lionis

*”We have to rethink the construct and makeup of our organizations and how that impacts how we deliver value as a service provider, for brands as an agency service provider. “ - Andrew Lionis

*”I've heard a little bit of fear there. And personally, I kind of want to address it through a quote, which our art director, Ceci, provided to me: ‘As long as clients continue to not know what they want, then agencies will be safe.’ So I think agencies will always be those specialists, spirit guides, that know what is going to work best, know how to identify a problem, a strategy, know how to look at data, how to evaluate it, and make some of those recommendations. But I think the agencies which are going to survive and get ahead and be a little bit more successful in some of these changing climates are the ones who do jump on some of these AI-based technologies themselves.” - James Thomson

Time Stamps

[1:24] Should AI be used for drafting or crafting?

[3:46] AI news recap: Generative AI ad tools

[6:31] How are creative agencies adopting AI?

[11:00] Introducing Andrew Lionis, SVP Strategy & Client Services, Datawyze

[16:24] What problem is Datawyze solving in the market?

[18:51] How has the use of AI impacted Andrew’s work and Datawyze as a whole?

[22:21] When has AI helped Andrew uncover marketing insights?

[26:35] About Datawyze’s AI-first approach to marketing

[28:42] Increasing variety and volume of creative output through AI

[30:24] Improving your prompts

[35:30] How to manage data privacy

[38:18] What problems can AI pose to creative agencies?

[41:18] What opportunities might AI present to marketers and agencies in the near future?

Links

Connect with…

Pete Housley

James Thomson

Andrew Lionis

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

What If? Jun 15, 2023

In this episode, co-hosts Pete Housley and Garrett Hughes ask AI experts to gaze into the crystal ball and predict what AI marketing will look like in the future. They’re welcoming special guests Molly St. Louis, Head of Marketing at Dealtale, and Unbounce’s own Director of Product Marketing, Jess Petrella, to answer questions like: What would happen if creators sue to exclude their work from image or text generation models? What if OpenAI becomes completely closed source? What do you—the marketer—need to be prepared for next? You won’t want to miss this very special episode of Unprompted.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Content Manager Garrett Hughes. This episode also features special guests and AI experts Molly St. Louis, Head of Marketing at Dealtale, and Jess Petrella, Director of Product Marketing at Unbounce.

Key Quotes

*“If we're thinking about the ‘What if?’ scenario, yes, the content writers of the world, the SEO specialists, there is a realm where you will then have to think about your content as – and this is uncomfortable – but source material for AI. This is going to become important for SEO content specialists uh, to take into account.” - Jess Petrella

*”If we move to this high tech plus high touch world, that would be ideal so that we can use our investment in technology to do that kind of self-serve deflection. And yet then use the investments in the human capital to really provide a really great interaction.” - Pete Housley

*“There's just a realm of possibility that if we take tasks off our plate, what else can we do?” - Jess Petrella

*“Marketers who are not using AI will be replaced with marketers who are using AI.” - Pete Housley

Time Stamps

[2:18] The Unbounce team peers into the future of AI marketing

[3:15] New AI-powered marketing tools in the news

[4:55] What is ChaosGPT? And is it a threat to humanity?

[9:28] Introducing special guest Molly St. Louis, Head of Marketing at Dealtale

[11:24] What does Dealtale do?

[12:09] Introducing Unbounce’s Director of Product Marketing, Jess Petrella, as resident AI expert

[16:21] What if search engine results are replaced by AI chat bots? \

[20:49] What if brands’ marketing efforts start to look the same as a result of using the same AI-based tools?

[24:26] What if AI becomes so advanced it can accurately anticipate what people want in that moment, or even want next?

[27:08] What if we get to a point where all brand interactions online are powered by AI? How do we maintain that human touch as marketers?

[32:01] What if AI gets to a point where it can functionally replace the abilities of a modern marketing team?

Links

Connect with…

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Can You Not? Jun 01, 2023

In this episode, co-hosts Pete Housley and James Thomson explore whether generative AI can successfully take over the job of the marketer. So they’re putting robots to the test and sending off their team of marketing gurus to do an exercise they’re calling, “Can you not?” In other words, are the marketing gurus able to not write copy, design graphics, strategize, etc., but instead hand it all over to AI? So marketers, can robots take your job? You might be surprised to find the answer right here in this episode of Unprompted.

Meet The Unprompted Crew

Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is James Thomson, Senior Creative Director at Unbounce. And the marketing gurus are Content Manager Garrett Hughes, Art Director Cecilia Martinez, and Manager of Marketing Campaigns Caoimhe Rainey.

Key Quotes

*“It’s a very exciting time to be in the creative industry where we have the ability to leverage some of these tools as part of our toolkits. [We’re] always looking for opportunities to adopt some of these new technologies and tools to augment our processes, get better results at the end of it as well. And I think AI-based tools are no different to that. So, I'm personally excited for the opportunities this gives us as creatives, especially on my team and how we may be able to do more with less and get better results at the end of it, out of our campaigns as well. - James Thomson

*“One of the things that I realized through this exercise is no one tool does it all. I think that in terms of actual work that we did, the bulk of it was moving information or content from one AI platform to another. So we were like pack mules, carrying things up the hill for the next AI tool to model and refine.” - Garrett Hughes

*“I think that is the biggest challenge: It's knowing what to ask for and how to ask for it. And I think that's something that once you have mastered [it], there's no limits to what you can do.” - Caoimhe Rainey

Time Stamps

*[0:55] Introducing the “Can you not?” challenge

*[2:41] How is GoFundMe’s 2022 year-end wrap-up video a great example of using AI in marketing?

*[6:55] Meet the Unprompted team of marketing gurus

*[8:16] The marketing gurus get 24 hours to create a campaign using AI

*[9:56] What was the process of creating a campaign using AI?

*[13:08] Was the AI-generated content usable?

*[13:57] How much time and money would AI save a marketing team in creating a campaign?

*[14:42] Check out the AI-generated landing page for Elebounce!

*[18:51] What tools did Garrett use for writing copy?

*[20:22] Does the marketer still need to play a part in creating the campaign?

*[21:08] What was the creative design process like?

*[23:02] How can you master prompt writing?

*[23:45] What was designing the marketing strategy like?

*[24:24] What was the ad creative process?

*[26:03] How were the images generated?

*[27:47] How successful was the campaign?

*[29:34] The results are in! Can AI take the job of the marketer?

*[31:40] What can we take away from this exercise?

Links

Connect with Pete Housley on LinkedIn

Connect with James Thomson

Connect with Garrett Hughes

Connect with Cecilia Martinez

Connect with Caoimhe Rainey

Learn more about Unbounce

This podcast is brought to you by Unbounce.

Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.

Unbounce is different. It’s trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.

Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Trailer May 18, 2023

Hey marketers! Are robots coming for your jobs?

Unprompted explores the ways that artificial intelligence is—and isn’t—transforming the world of digital marketing. We'll talk to experts, amateurs, and sometimes AI itself to figure out what’s legit, what’s hype, and what human marketers really need to know.

From limitless content generation to… mmmaybe a dystopian nightmare where robots replace us all, we'll explore the latest breakthroughs in AI marketing, work through the ethics of this new tech, and try to understand how businesses can best use AI to their own advantage.

Artificial intelligence is moving stupidly, scarily fast. Join our hosts as we try to make sense of the wild, wondrous, and sometimes downright weird world of AI marketing—no prompting required.

Unprompted is brought to you by the real, human people at Unbounce—and hosted by me, Pete Housley.

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