#285: How To Turn Your Company Story Into Actionable Marketing Ideas with Pranav Piyush

#285 Creative Strategy | In this episode, Dave is joined by Pranav Piyush, Founder & CEO of Paramark, a measurement platform helping B2B and B2C companies run smarter marketing experiments. Pranav is known for turning strategy documents into repeatable creative processes that generate campaigns, ads, and content tied directly to a company’s story.

Dave and Pranav cover:

• How to translate your company narrative into concrete marketing campaigns and creative hooks across channels
• Why creative output (not measurement) is the biggest bottleneck for most B2B marketing teams today
• The frameworks like category entry points, jobs-to-be-done, and behavioral psychology that help marketers spark fresh, testable campaign ideas month after month

You can expect a practical, example-filled conversation on turning strategy into execution and building a creative engine that never runs dry.

Timestamps

• (00:00) - – Intro and audience roll call
  
• (05:09) - – Why narratives often get stuck in a Google Doc
  
• (08:09) - – Foundational docs you need before creating campaigns
  
• (13:09) - – Category entry points and jobs-to-be-done explained
  
• (17:09) - – How to feed company inputs into AI tools
  
• (23:09) - – Generating ad campaign ideas with real examples
  
• (25:09) - – Using analogies (like basketball) to explain complex concepts
  
• (29:54) - – Where AI falls short (and why human judgment matters)
  
• (32:54) - – Mining sales call transcripts for campaign hooks
  
• (36:54) - – Turning customer objections into marketing messages
  
• (40:54) - – Repurposing podcasts, presentations, and blog posts into new formats
  
• (44:54) - – Systemizing idea generation for repeatable output
  
• (48:54) - – Closing thoughts and audience Q&A

Send guest pitches and ideas to hi@exitfive.com
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***

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Dave [0:00:00]: You're listening to B2b marketing with me,Dave Gerhardt.

Dave [0:00:17]: Hello, ladies and gentlemen.

Dave [0:00:18]: I'm here.

Dave [0:00:19]: I'm live and dance.

Dave [0:00:21]: We're both home today.

Dave [0:00:22]: It's go.

Dave [0:00:23]: Yes.

Pranav [0:00:25]: I just finished my workout, and so I'm sweaty, but I cleaned up and I'm ready to go.

Dave [0:00:31]: I love that.

Dave [0:00:31]: It's gonna change your mood.

Dave [0:00:32]: And change your whole energy right now.

Dave [0:00:34]: So, alright.

Dave [0:00:35]: A bunch of people are rolling in producer Allison told me that there was, like, forty people waiting behind the scenes.

Dave [0:00:40]: It was thirty three hours roundup up on a marketer.

Dave [0:00:42]: I'm super excited for this.

Dave [0:00:44]: Session that we're doing because it's one of the things that I...

Dave [0:00:49]: My background of marketing is I love the storytelling product marketing, narrative building, and I've seen this happen.

Dave [0:00:56]: And when you kinda pitch us on this topic.

Dave [0:00:58]: I thought it was great because I do think a lot of times what happens is people get the concept of having a company narrative.

Dave [0:01:04]: If having a story, but then it's like, well, what comes next from there?

Dave [0:01:08]: Is it...

Dave [0:01:09]: You change the homepage headline, you make a sales deck, How do you actually get the whole company rallied around this messaging?

Dave [0:01:15]: And then how do you execute on this from a creative standpoint?

Dave [0:01:19]: And I also like that less is more.

Dave [0:01:22]: I like when you have one kind of unifying message that all the little creative ideas can come out.

Dave [0:01:26]: So I'm excited to dig in that with you,  Pranav  is the Founder and Ceo of Paramark will introduce him in a minute.

Dave [0:01:31]: But while everybody's rolling in right now, I just would love to have people just write in.

Dave [0:01:35]: Let me know who you are.

Dave [0:01:36]: I wanna know who you are, where you're writing in from, And then why did you take the time out of your day to come to this live session that we do with X Exit Five, other than the fact that these are super fun have become wildly popular.

Dave [0:01:47]: I think people wanna connect with each other and hang out, and that's a message that I'm playing into.

Dave [0:01:52]: So, like, I'm I'm dave in In vermont here because I like, not, and then contractually.

Pranav [0:02:04]: It is No need to be that authentic, dave.

Dave [0:02:14]: Yeah.

Dave [0:02:14]: I gotta pay the bills.

Pranav [0:02:16]: And love that.

Dave [0:02:19]: So you'd text...

Dave [0:02:19]: I was texting on Sunday, you're gonna come to drive.

Dave [0:02:21]: You're coming in.

Pranav [0:02:23]: Yeah Yeah.

Pranav [0:02:23]: Well, have you got half.

Dave [0:02:24]: Alright.

Dave [0:02:24]: Cool.

Pranav [0:02:25]: I Chris

Dave [0:02:25]: is in Austin.

Dave [0:02:26]: Fractional Cmo, huge believer and founder led demand creation, Caroline fifteen years in severance Cisco now in Michigan, storytelling product marketing, Giovanni says up dave, fan for while dialing from vacation in Mexico, launching a new venture soon love that.

Dave [0:02:41]: Jordans and Oregon.

Dave [0:02:42]: Sarah had to see if Dave's Ai bot was running the webinar, got a side rant on that.

Dave [0:02:48]: By the way in a second.

Dave [0:02:49]: Jessica Cook is in the mix.

Dave [0:02:50]: What's up.

Dave [0:02:51]: Hoping to see if Dave was in a talks, but hearing P speak is a close second of that Yes.

Dave [0:02:56]: Jessica Kemp is here works in New Hampshire from the Hampshire works in medical devices.

Dave [0:03:01]: Jessica from B Texas home of Blue Bell Ice Cream never heard of it.

Dave [0:03:06]: Maybe heard of Ben and Jerry's.

Dave [0:03:07]: Jl l's a marketing Guru always learning.

Dave [0:03:09]: Love it.

Dave [0:03:10]: Great crew.

Dave [0:03:11]: Hell yeah.

Dave [0:03:12]: This is so fun that's why we love doing these Sandy is in Vancouver, head of marketing at Focus.

Dave [0:03:16]: Saw you message me this morning and I owe your response at some point.

Dave [0:03:20]: I don't know when that will be, but I'll get there.

Dave [0:03:22]: So random side story.

Dave [0:03:24]: We have this Ai bot that we trained on.

Dave [0:03:26]: My book, ten years of literally, ten years of running on Linkedin every email.

Dave [0:03:30]: Every podcast transcript.

Dave [0:03:31]: We took forty thousand cummins and post from the community and we launch it as a way to, like, give people a way to ask questions and get answers inside the community.

Dave [0:03:39]: And it's amazing.

Dave [0:03:40]: But there's something that I'm seeing, like, the way we talk to Ai is totally different than how we talk to each other.

Dave [0:03:47]: And, like, expectations that we have, like, people are asking pretty, like, advanced marketing questions and they're like, well, why can't you give me this perfectly formatted forty five slide deck for my Qb?

Dave [0:03:59]: And so I think we're kinda, like, we're trying to match the expectations in reality, and I think we expect full service with these Ai and I think what we're learning is the reality is somewhere in the middle.

Dave [0:04:09]: I've seen Jason Le can talk a lot about this with like, you know, Every I'm a vibe coding, and it's, like, the reality is vibe coding is the best way to, like, get something to fifty percent and then have to have a real engineer come in and do it.

Dave [0:04:20]: So...

Pranav [0:04:21]: Yeah.

Pranav [0:04:21]: Yeah.

Pranav [0:04:21]: No.

Pranav [0:04:21]: That's a good one.

Pranav [0:04:22]: I think I have a real example about exactly that that I can talk about.

Pranav [0:04:27]: I'm they give a shout out to the user evidence team.

Pranav [0:04:30]: Sorry, Dave just plugging them in here.

Pranav [0:04:32]: They held an event, I think, last week or something.

Pranav [0:04:35]: I was there...

Pranav [0:04:36]: It was high line and I was doing a ten minute lightning talk.

Pranav [0:04:39]: And my wide marketing process for that talk was kind of interesting.

Pranav [0:04:43]: Two Saturdays ago?

Pranav [0:04:45]: I was just hanging out at a swim lesson for my kids.

Pranav [0:04:48]: I dictated the entire presentation into Chat Gp.

Pranav [0:04:52]: And then I asked it, hey, can you just create ten slides for me?

Pranav [0:04:55]: And not only did it create the outline, it asked me back.

Pranav [0:05:00]: Do you want me to just give you the titles and the bullets for every slide?

Pranav [0:05:03]: I was like, yeah, Go for it.

Pranav [0:05:05]: And it did it.

Pranav [0:05:06]: And then I opened up the template that the user evidence team had given me, and I literally copy pasted every single thing, and made a few tweaks and shipped it to them.

Pranav [0:05:15]: And frankly, we have fifteen engineers at Paramark?

Pranav [0:05:20]: I asked them.

Pranav [0:05:21]: Like, how do you do your day to day work and it's very similar.

Pranav [0:05:24]: Right?

Pranav [0:05:24]: It's like, they are asking their cursor or claude code or whatever, for some very specific thing, But then they're tweaking it before they hit the production.

Pranav [0:05:33]: Otherwise, you know, like, people's expectations are very unreal about what's possible.

Pranav [0:05:37]: So I'm I'm gonna be on that rant.

Dave [0:05:40]: Yeah.

Dave [0:05:40]: But dex is a good one, and that use case is a good one where, like something I've always I have the story in my head or I can sit down with a, you know, pen and paper write it out, but from getting it from zero to one is heart.

Dave [0:05:50]: So, anyway, alright.

Dave [0:05:51]: I'm gonna let you drive a bunch this today.

Dave [0:05:52]: So one of the best parts we're having P nav is...

Dave [0:05:55]: I really enjoy his thinking.

Dave [0:05:57]: I think a lot of you do also.

Dave [0:05:58]: And so we wanna make sure that this is in active and we have a bunch of your Q and a and stuff in here.

Dave [0:06:02]: But I'm gonna let you drive.

Dave [0:06:04]: And basically, the goal is we're gonna talk a little bit about this overall topic.

Dave [0:06:08]: And then what's cool is you're a startup founder.

Dave [0:06:11]: You know, you're doing the marketing for your company in real as you do this, and so I I know you're gonna talk through some of the ways that you all are executing on this, but we'll do what we do.

Dave [0:06:19]: We'll bring all you in, be active in the chat.

Dave [0:06:22]: I think one of the things that's great about showing up and coming here is, like, you're all marketers.

Dave [0:06:25]: I just read through all of the chats here is amazing.

Dave [0:06:27]: Time put your own opinions in the chat, help out each other, challenge, question things.

Dave [0:06:31]: If it gets bad, b us.

Dave [0:06:33]: I like to tell our presenters, like, we're doing a prep call earlier with someone for a future webinar or, like, I don't think you realize the bar on these things, Like, if you don't come correct, the chat is gonna let you know.

Dave [0:06:43]: So I'm not worried about myself.

Dave [0:06:44]: I'm worried about for you.

Dave [0:06:45]: And that's why you're back seasoned presenter, but put your questions in the q and a.

Dave [0:06:49]: That's where we'll get to.

Dave [0:06:50]: I can sort them by uploads that makes it easier, but alright.

Dave [0:06:53]: For not, why don't you drive us here.

Pranav [0:06:55]: The the secret message from Dave was like put off, don't mess up.

Pranav [0:06:58]: Come on.

Dave [0:06:59]: Just Now.

Dave [0:06:59]: He knows he's been proven.

Dave [0:07:01]: We...

Dave [0:07:01]: We're in the scaling phase of our relationship now.

Dave [0:07:03]: So...

Pranav [0:07:04]: Alright.

Pranav [0:07:04]: Cool.

Pranav [0:07:04]: Let's see if you can put the presentation up, and I can do a quick intro.

Pranav [0:07:08]: Everyone I'm print off.

Pranav [0:07:09]: I work at Paramark, and you'll see our little logo there.

Pranav [0:07:13]: I'm gonna talk about nothing related to Paramark today.

Pranav [0:07:17]: We're gonna talk about how you turn your company's story into very actionable concrete ideas that you can use like today.

Pranav [0:07:25]: And, you know, I've never really done this.

Pranav [0:07:27]: I'm gonna do a live session on how I would go about it for power itself.

Pranav [0:07:34]: And why did I think about this idea, we are a measurement tool or a measurement company and we help brands both B b companies and B2c companies run experiments or understand what's working what's not working within their paid media, organic, so, what have you.

Pranav [0:07:50]: And the challenge almost always isn't a measurement challenge.

Pranav [0:07:56]: It's Do you have enough creative ideas to go test?

Pranav [0:08:00]: And so I thought about, okay, how can we help our customers and also sort of generally marketing teams of all shapes and sizes have a more repeatable process to come up with ideas that are not just, like, average mediocre ideas, but really sort of good ideas that are tied back to your company story.

Pranav [0:08:18]: And it also gets what that helps me because I get to learn by building this process for Paramark itself, You know, we're a twenty person company, we're growing fast.

Pranav [0:08:26]: We're turning on all types of marketing.

Pranav [0:08:28]: So that's a quick pre am.

Pranav [0:08:29]: If you go to the next slide.

Pranav [0:08:31]: What do you need to start Not...

Pranav [0:08:33]: Dave, I'm curious about your cake here.

Pranav [0:08:35]: What I did for this session is we've had a company narrative from day one.

Pranav [0:08:41]: In the company.

Pranav [0:08:42]: My C founder and I wrote out, you know, this is what we believe and we actually published a manifesto on our website.

Pranav [0:08:48]: I think on the day that we launched.

Pranav [0:08:50]: So we've got that manifesto.

Pranav [0:08:51]: We've got a company narrative, and the company narrative is really just a strategy dock.

Pranav [0:08:56]: People hate strategy.

Pranav [0:08:57]: I love it.

Pranav [0:08:58]: So it's a strategy dock.

Pranav [0:08:59]: And then we wrote out over the last couple of years, this idea of jobs to be done and category entry points.

Pranav [0:09:07]: I don't know if you've come across these, but category entry points as exactly this concept that, you know, when should people think about you as a brand.

Pranav [0:09:16]: Right?

Pranav [0:09:16]: And here's a very simple example from our consumer life, you think of the beach you think of corona.

Pranav [0:09:21]: You think of having a break, you think of Kit kat.

Pranav [0:09:24]: You think of He the beer you think of football or maybe the opposite way?

Pranav [0:09:28]: I got that one wrong.

Pranav [0:09:29]: So what are the category entry points for Paramark?

Pranav [0:09:32]: When do people think about Paramark?

Pranav [0:09:33]: When do Cmos think about Paramark and being very crisp and clear about what mental associations we want to create.

Pranav [0:09:40]: So that's a prerequisite that, you know, I'll show you some examples of how we wrote that, but that's a prerequisite for today's session.

Dave [0:09:48]: I love that.

Dave [0:09:48]: I think you said this line in jess, but I actually think that's so key and so underrated, and we've been doing this for a long time now, and I've seen so many conversations and discussions among marketers.

Dave [0:10:00]: I actually think this is often the missing ingredient.

Dave [0:10:02]: It's easy to be, like, most people hate strategy or roll this strategy, but I think that if I were to cover up my eyes and guess, like, the root cause of the majority of the questions we see for marketers or where they're stuck it almost always is a strategy thing, and it's often not their fault.

Dave [0:10:16]: It's actually because the founders didn't do these things in the beginning.

Dave [0:10:21]: And so they start a company without a clear narrative without a clear point of view, without a clear vision without thoughts on the jobs have you done.

Dave [0:10:27]: We just kinda start this product, start a company, then we ask marketing and come in.

Dave [0:10:31]: I think that it has to be the point of view has to be driven by the founder.

Dave [0:10:36]: It literally needs to be the...

Dave [0:10:37]: And I know it's true from you as a former head of marketing to go start a measurement company.

Dave [0:10:41]: Right?

Dave [0:10:42]: It's like, core to why you exist.

Dave [0:10:44]: And I think that has to be key to the rest of this stuff.

Dave [0:10:46]: And then I love that.

Dave [0:10:48]: I think there's more of this that needs to be done the category entry point.

Dave [0:10:51]: Actually, my brain went to, the...

Dave [0:10:52]: This is bad.

Dave [0:10:53]: My brain went to Oh, he's talking about creating a category.

Dave [0:10:56]: He's talking about what category does Paramark plan.

Dave [0:10:59]: It's like, no No.

Dave [0:11:00]: He's talking about the head the real estate in someone's mind?

Dave [0:11:03]: And when does Dave as the marketer, when does he consider something like Paramark and then how do we be in that consideration set?

Dave [0:11:10]: So this is super important?

Pranav [0:11:12]: Exactly, like, you know, and then we'll show example.

Pranav [0:11:14]: So we'll get more real just in a couple of minutes here.

Pranav [0:11:17]: The third piece is jobs to be done.

Pranav [0:11:19]: And, you know, it's not a mental.

Pranav [0:11:21]: It's not a category entry point, but it's like, I have probably five or ten things that I need to get done, that Paramark helps me get done.

Pranav [0:11:29]: Right?

Pranav [0:11:29]: As a Cmo, as a Vp of Marketing as a head of Analytics, whatever it might be.

Pranav [0:11:33]: So being very crisp about what those jobs are.

Pranav [0:11:36]: I'm not talking about product features, I'm not talking about capabilities.

Pranav [0:11:39]: I'm talking about from my perspective, I have to prepare a deck for my Qb arc.

Pranav [0:11:43]: I have to submit an animal financial plan.

Pranav [0:11:45]: I have to make sure that I can measure the impact of my, you know, Youtube test.

Pranav [0:11:50]: Whatever those jobs to be done are, like, be very precise about writing those out, and that helps and coming up with the next step.

Pranav [0:11:57]: And then, you know, a couple of things, like blog posts, we've working maybe fifteen twenty blog posts, and, you know, we will take those and put that into the process.

Pranav [0:12:07]: So I'm gonna walk you through it.

Pranav [0:12:08]: Right?

Pranav [0:12:09]: Positioning is interesting.

Pranav [0:12:10]: The reason I put it in there and hat tips here to our Vp of marketing who's...

Pranav [0:12:15]: I don't know if he's on the chat or not, But I asked Kevin first like court or, hey, look at everything we have.

Pranav [0:12:21]: I think we need to tear it all apart and redo it and come up with a new way of thinking about our brand position.

Pranav [0:12:27]: So I think if you've done that exercise, or if you have some write up, that can be super helpful as an input into this process.

Pranav [0:12:34]: And we're talking about things are a little bit more, you know, fuzzy.

Pranav [0:12:37]: It's like, okay?

Pranav [0:12:38]: What is our personality.

Pranav [0:12:39]: What is our tone?

Pranav [0:12:40]: Right?

Pranav [0:12:40]: Things of that nature, but also things around how we show up and what are some archetypes that we can attach ourselves to.

Pranav [0:12:47]: And then the last piece, which I think is critical that a lot of marketers don't maybe think about often, there's a lot of material on the Internet on Chat Gp.

Pranav [0:12:58]: There's a lot of people who talk about behavioral psychology.

Pranav [0:13:00]: So if you're not a student or behavioral psychology, number one, go become a student of behavioral psychology.

Pranav [0:13:05]: And that and listing out things like loss aversion or scarcity or reciprocity.

Pranav [0:13:12]: Like, things like that, go study those, and list out fifteen, twenty of those that can be a helpful aid when you're coming up with marketing ideas.

Pranav [0:13:22]: So we take a combination of all of these different things, and then we put it into Ai tool, and we see what happens on the other side.

Pranav [0:13:30]: So that's like a prerequisite.

Pranav [0:13:32]: What do we do with it?

Pranav [0:13:34]: You're gonna see me, I'm gonna tell you what I'm gonna do, you're gonna see me take sales call transcripts, like real transcripts So we're gonna get some fun interactions here.

Pranav [0:13:44]: We're gonna look at a Linkedin post.

Pranav [0:13:46]: We're gonna look at it event presentation.

Pranav [0:13:48]: We're gonna look at a podcast transcript, and then, you know, we're gonna look at a bunch of email series that I wanna create.

Pranav [0:13:55]: And these are all either inputs or outputs.

Pranav [0:13:58]: And the reason I pick these is they're very repeatedly.

Pranav [0:14:01]: Right?

Pranav [0:14:01]: You will get new sales call transcripts every week.

Pranav [0:14:04]: So you can repeat this process every week every month, and feed it as a prompt into your process to come up with new ideas.

Pranav [0:14:13]: Same thing for Linkedin post.

Pranav [0:14:14]: You see a nice, interesting Linkedin post from a competitor or from a thought leader in your space.

Pranav [0:14:18]: You can take that, put it in there and start to come up with new ideas.

Pranav [0:14:22]: Right So you can customize this for your own consumption of content and then turn that consumption and into something that the remix and produce.

Pranav [0:14:31]: So that's the thought process that I want everybody to be in.

Pranav [0:14:34]: They have any before

Dave [0:14:36]: we go, Dude I love it This is how I think, and I've tried to explain it this way, and it's, like, specifically, like, when we're talking about Linkedin or I think something flipped in my brain years ago when I started to understand marketing, and it's like, everything can be marketing once you're inside of the company.

Dave [0:14:51]: And so really, it's, like, everything you list here.

Dave [0:14:54]: Like, the insights from a sales call that can be used in marketing.

Dave [0:14:57]: Right?

Dave [0:14:57]: Someone else's post.

Dave [0:14:58]: I see someone else write a post.

Dave [0:14:59]: Oh that's interesting format.

Dave [0:15:00]: I wanna take that in R on my boom boom boom.

Dave [0:15:02]: So I actually feel like now I'm in endless fountain of creativity and it's often not because I'm some creative genius, and I sit in this room and I brainstorm creative ideas.

Dave [0:15:12]: But I'm just always observing.

Dave [0:15:13]: I just see things everywhere.

Dave [0:15:15]: You know, you see someone else's email.

Dave [0:15:16]: You're standing in line at the grocery store, and you see how that package is.

Dave [0:15:19]: Like, these are the timeless things about the skill set of becoming a great marketer.

Dave [0:15:23]: And I I actually love where Ai fits in this world because I think as a creator, this makes these things easier and more possible now.

Dave [0:15:30]: And so it's not such a manual process where I can build a custom Gb to be able to do all these things.

Dave [0:15:36]: So I totally agree.

Dave [0:15:37]: I'm with you.

Dave [0:15:38]: I like it.

Dave [0:15:38]: Let's keep going.

Pranav [0:15:39]: And the one thing I would say is, you know, you don't need to be a t engineer for this.

Pranav [0:15:42]: You don't need to know coding for this.

Pranav [0:15:44]: You don't need to some ops mastermind for this.

Pranav [0:15:46]: Like, I literally came up with the slides and all of the content this morning at five am.

Pranav [0:15:52]: I woke up, created it, got going.

Pranav [0:15:55]: So let's go.

Pranav [0:15:57]: I am gonna share my screen This is where things get real.

Pranav [0:16:01]: Alright.

Pranav [0:16:01]: So what are you looking at?

Pranav [0:16:02]: You're looking at, literally, my I chat Instance, and you can see that I have this project that says Exit Five.

Pranav [0:16:09]: You'll see some other projects and you can now speak on all the other things that I asked At Gp four, Nothing embarrassing there.

Pranav [0:16:15]: Great.

Pranav [0:16:15]: It's buying.

Pranav [0:16:17]: I had to do that by the way.

Dave [0:16:20]: It shows all your searches history.

Dave [0:16:21]: It's like...

Dave [0:16:22]: Exactly.

Dave [0:16:23]: Exactly.

Pranav [0:16:25]: Now.

Pranav [0:16:25]: Let's keep it real.

Pranav [0:16:25]: Right?

Pranav [0:16:26]: Okay.

Pranav [0:16:26]: So How would I set this project up?

Pranav [0:16:29]: First thing, if you haven't used projects, I would highly recommend you use projects.

Pranav [0:16:33]: You can do a custom Gp just their fancier version in my opinion of a project, but I added a bunch of files to prepare for this session.

Pranav [0:16:41]: So the manifesto store, the jobs to be done, the category entry points.

Pranav [0:16:46]: I actually really like this notion of these hooks.

Pranav [0:16:50]: You can think of them as, like, advertising hooks.

Pranav [0:16:52]: I dumped like our top five blog posts are brand positioning Pdf.

Pranav [0:16:58]: And then I like this person.

Pranav [0:17:01]: I'm forgetting her name Caitlin.

Pranav [0:17:03]: I think she has a left website.

Pranav [0:17:04]: I'll link to it later.

Pranav [0:17:05]: And she has a whole bunch of psychology tips and tricks for marketers, and I just copy pasted, like, twenty of those from a recent tweet that she had done.

Pranav [0:17:13]: So that's the stuff that's going.

Pranav [0:17:14]: Yeah.

Pranav [0:17:15]: So that's step one.

Pranav [0:17:16]: Then I gave it some instructions.

Pranav [0:17:19]: So I wrote this out, and basically said, hey, you can customize this is nothing that.

Pranav [0:17:26]: Much of a secret here.

Pranav [0:17:27]: You can even use that To your plot or whatever you use that come up with the custom instructions you wanna feed into the project.

Pranav [0:17:34]: And essentially, we're just saying that, hey, generate new ideas, connect the dots between all the different files that I have uploaded, and, you know, gave it a little bit of, you know, here's the tone and the brand voice that we want you to be in and keep it super simple, keep the output like, clear, approachable, so and so forth.

Pranav [0:17:52]: So that's the setup.

Pranav [0:17:54]: And you can obviously add even more files.

Pranav [0:17:57]: You can add even more instructions, but that's the starting point.

Pranav [0:18:01]: Dave any reactions to this, anything that you would do differently that I maybe, you know, ideas that come to mind.

Dave [0:18:07]: What I think about with this stuff.

Dave [0:18:08]: It's like, Every time I failed with an agency or a contractor or a freelancer, it's almost always been my fault because I wrote like, a lazy brief or I just hired someone and expected them to do it.

Dave [0:18:18]: We do get to save time with Chat, but it's like ask a better question, get a better answer, and I find that if I do now my exercise.

Dave [0:18:25]: If I put in the work to build the right project files to give it the right context, then I have what I need to work for that.

Dave [0:18:32]: And so I think, like, people used to joke, like, you know, yeah.

Dave [0:18:35]: You just become a prompt engineer, but, like, that kinda is the work.

Dave [0:18:37]: Right now.

Dave [0:18:37]: It's like, I'm gonna spend thirty minutes right hour are, like, organizing all my shit.

Dave [0:18:41]: And then from there, now I have this, like, super intelligent intern that's gonna help me go and create this stuff.

Pranav [0:18:48]: That's exactly right.

Pranav [0:18:49]: So I wanna show you an example of what's inside these files.

Pranav [0:18:51]: And, you know, obviously, This is, like all of our secret sauce, but there's nothing really that secret about it.

Pranav [0:18:57]: Right?

Pranav [0:18:57]: I'll open up the manifesto.

Pranav [0:18:58]: And this is literally what we wrote a couple of years ago.

Pranav [0:19:01]: I just copy pasted it from our website.

Pranav [0:19:02]: And it's just very simple.

Pranav [0:19:04]: Here's what we believe in, you know, Mark is the new way better way.

Pranav [0:19:07]: We're building this blah blah blah.

Pranav [0:19:09]: I'll show you category entry points.

Pranav [0:19:11]: If you haven't read the book, how brands grow, I would highly recommend reading that book.

Pranav [0:19:16]: Right?

Pranav [0:19:16]: Okay, diversifying from bottom of funnel channels.

Pranav [0:19:18]: Whenever you're thinking about diversifying from bottom of funnel channels, you can think about Paramark.

Pranav [0:19:23]: Whenever you think about investing in brand marketing, you should think about Par.

Pranav [0:19:26]: Whenever you think about annual plans and scenario planning, you should think about Par When you're launching new channels, you should think about paramount.

Pranav [0:19:32]: Right?

Pranav [0:19:33]: So we've been very precise about why and when you should think about ara mark, and that's an input into this process.

Pranav [0:19:40]: If you don't have this, you're just gonna get generic, frankly, garbage out of any of these schools.

Pranav [0:19:46]: So that an example of what a manifesto is, what category entry points is, and then we have a similar dock on jobs to be done and on and so forth.

Pranav [0:19:53]: So that was step one.

Pranav [0:19:56]: I had prep populated some ideas here.

Pranav [0:20:00]: So the first one, I'm gonna walk you through is just add campaign ideas.

Pranav [0:20:04]: So this is super easy.

Pranav [0:20:05]: I just didn't even given anything.

Pranav [0:20:08]: I just said, hey, can you please use all the project files and come up with some add ideas for specifically Linkedin Youtube and podcasts.

Pranav [0:20:15]: The reason we said that is we think that those channels will be a great fit for us, our audience hangs out there.

Pranav [0:20:20]: I'm pretty sure all of you are on Linkedin are on youtube youtube and listen to the podcasts.

Pranav [0:20:25]: And so that's the starting point.

Pranav [0:20:27]: And look at what Net.

Pranav [0:20:29]: It's, you know, Went created these ideas, so clicks don't tell the whole story.

Pranav [0:20:34]: Give it a description.

Pranav [0:20:35]: It talked about why it came up with that idea.

Pranav [0:20:39]: Right?

Pranav [0:20:39]: So it's talking about the category entry point of diversifying from bottom of funnel.

Pranav [0:20:43]: It's referring to the blog post end of attribution.

Pranav [0:20:46]: It's got a hook, which is distinctive I'm curious.

Pranav [0:20:49]: Clicks don't tell the whole story.

Pranav [0:20:50]: Okay.

Pranav [0:20:51]: What's the whole story.

Pranav [0:20:52]: Right?

Pranav [0:20:52]: That whole sort of concept.

Pranav [0:20:53]: I really love this one.

Dave [0:20:55]: Well I love that one.

Dave [0:20:56]: I'm gonna steal that one.

Dave [0:20:57]: That's a good one.

Pranav [0:20:58]: Yeah.

Pranav [0:20:58]: There you go.

Pranav [0:20:59]: Right?

Pranav [0:20:59]: So I thought that was a genius idea.

Pranav [0:21:01]: Like, oh, my god.

Pranav [0:21:02]: I can think about, like, five different ways of activating that idea in different formats.

Pranav [0:21:07]: And then this concept of boardroom ready every quarter, like, that confidence...

Pranav [0:21:11]: And I talk about this a lot with our team, there's a crisis of confidence in the Cmo club And the reason it is is because of the lack of the type of things that Paramark helps you do.

Pranav [0:21:24]: So right off the bat, you got some really interesting ideas, and, yes, you know, it says Linkedin, but you could use these for other channels.

Pranav [0:21:32]: We can keep joint.

Pranav [0:21:33]: Right?

Pranav [0:21:34]: End if attribution explained in sixty seconds, ten million dollar mis allocation.

Pranav [0:21:38]: That's a great hook.

Pranav [0:21:39]: Anytime you have numbers and metrics, those seem to kinda get people to watch something.

Pranav [0:21:44]: And then, you know, the experiment every Cmo needs.

Pranav [0:21:46]: Oh, I need to know that.

Pranav [0:21:47]: Like, every Cmo.

Pranav [0:21:48]: Yeah.

Pranav [0:21:49]: I'm curious about what experiment I should run.

Pranav [0:21:51]: So there's some really interesting ideas right off the bat.

Pranav [0:21:54]: I didn't have to do much, and I can probably ask it to come up with ten new ideas, fifteen new ideas.

Pranav [0:22:00]: But here's the thing.

Pranav [0:22:01]: All of these are very very central to the work that we had already done.

Pranav [0:22:08]: If I hadn't done that work, these ideas wouldn't necessarily be as good They would just be generic about any marketing measurement company as opposed to things that are truly, you know, something that we care about as paramount.

Pranav [0:22:20]: So simple idea.

Pranav [0:22:22]: I'm I show you another one.

Pranav [0:22:24]: Okay.

Pranav [0:22:24]: This, I love basketball.

Pranav [0:22:26]: I...

Pranav [0:22:27]: Paper the a little bit with my kiddo?

Pranav [0:22:29]: And so I was like, hey, can you write out a script for a Youtube explain video not more than two minutes that uses basketball as an analogy for a marketing mix modeling and incremental mentality testing.

Pranav [0:22:41]: And marketing M and incremental tell testing is what we do, but those are hell boring terms.

Pranav [0:22:46]: I don't wanna use them to really put them front and center.

Pranav [0:22:50]: So how do we do this at a fun way.

Pranav [0:22:52]: And it did a great job again, it's leveraging all the content that we already and talking about the fact that, you know, player hitting a three pointer, but another is, you know, diving for defense?

Pranav [0:23:03]: And was it the three pointer?

Pranav [0:23:06]: Was it the defense that actually caused them to win the game, and then talking about, you know, just like you can't evaluate one player on the team.

Pranav [0:23:15]: Individually, you kind evaluate one channel, you know, by itself.

Pranav [0:23:19]: You have to look at the entire marketing mix.

Pranav [0:23:20]: You came up with ideas about testing, where it said, you know, we'll switch one particular player for another particular player and see which combination of the team does a better job.

Pranav [0:23:30]: And so all of these concepts, again, very simple.

Pranav [0:23:33]: I can take this, send it to our video producer.

Pranav [0:23:36]: Now there's a whole bunch of workflow, our video person uses it shout out to That, you know, then converts that script into an actual sort of produced video all done through V three and flux and what have you.

Pranav [0:23:49]: So another, like, great idea.

Pranav [0:23:51]: Okay.

Pranav [0:23:51]: Here's the most I was very disappointed with this idea.

Pranav [0:23:55]: This one was...

Pranav [0:23:56]: I basically said we did a lot of leads and prospects who engage with us on a regular basis.

Pranav [0:24:00]: Can you call the one zero one email series that teachers new engage about our metro methodology.

Pranav [0:24:04]: This idea just completely sucked.

Pranav [0:24:06]: So this is an example of please don't take everything that you get out of charge Gp and just use it.

Pranav [0:24:11]: But it did a good job.

Pranav [0:24:14]: Like, it settled the right things who was so boring.

Pranav [0:24:18]: So you know, again, like, not everything that you get out of these tools is going to be useful, but it gave me a little bit of a starting point and I'm gonna r on it a little bit and iterate on it, but it got me to a one point o, and I have to do a bunch of refinement.

Pranav [0:24:32]: So, these are things that I had pre prepared.

Pranav [0:24:34]: Any reactions, Dave, when I think comes to mind when you see this and then I'm gonna give you, like, real time sort of couple of examples that I'm gonna drop on some new files.

Pranav [0:24:41]: So a couple things.

Dave [0:24:43]: I think number one, I do think that...

Dave [0:24:44]: We waste a lot of time trying to go from zero to one, and it used to be, like, the old cycle would be, like, marketing team hasn't a need.

Dave [0:24:53]: Marketing team has a team meeting, and they discussed the things that we need to to do, you spend a week and then you come back and then you pitch ideas, and it is a much slower process.

Dave [0:25:02]: This is a much faster, like zero to one.

Dave [0:25:04]: And then, you know, you don't have to take all these things verbatim, You know, marketing is a creative art in some ways.

Dave [0:25:10]: Right?

Dave [0:25:10]: And I think, a lot of times you could don't know what you...

Dave [0:25:13]: I like when I can see four or five options to know.

Dave [0:25:16]: Like, I actually don't like any of these.

Dave [0:25:17]: I kinda like this one.

Dave [0:25:18]: I'm gonna take this one thing, so you're pointing about not taking these things verbatim is really well heard.

Dave [0:25:22]: I think that the future of marketing is about...

Dave [0:25:26]: Which is a positive trend is the creativity and the execution of these things.

Dave [0:25:31]: And so just because you have this Youtube ad script, and just because you can go use v three and flux and whatever, doesn't mean that the ad that you create is going to be any good or going to be funny.

Dave [0:25:42]: Right?

Dave [0:25:42]: Or creative.

Dave [0:25:43]: And so you still need to know, and it's not just about knowing how to write the prompts.

Dave [0:25:48]: You still to have that idea, you still to have that taste, which is an overused word right now.

Dave [0:25:53]: So I think that's what this is.

Dave [0:25:55]: I don't see this replacing any jobs.

Dave [0:25:56]: I see it as it allowing us to move faster and ship better.

Dave [0:25:59]: And then, man, let me tell you there's a lot of Ai conversations out there.

Dave [0:26:03]: It's very refreshing to hear.

Dave [0:26:04]: Like, actually this one kinda sucked, and I'm not I'm not gonna use that one.

Dave [0:26:07]: Like, It's great.

Dave [0:26:08]: That's okay.

Dave [0:26:09]: An agency pitches you ten ideas, maybe, like, one of them, like, that's the Roi on that relationship.

Dave [0:26:14]: So...

Pranav [0:26:15]: Oh, the principle and marketing mix one is very interesting.

Pranav [0:26:17]: Right?

Pranav [0:26:17]: Because it's like, it's a personal interest of mind.

Pranav [0:26:20]: And connecting it with another personal interest of mind, which is this business.

Pranav [0:26:24]: And I think that's where the or the randomness comes around in marketing, And that's what makes it interesting and different and not just like corporate speak.

Pranav [0:26:33]: To the more you can do that, which is get your teams to include their lateral thinking into the more rational thinking, the more sort of creative ideas are gonna come up with.

Pranav [0:26:46]: So...

Pranav [0:26:46]: And I'm by no means a creative person by the way So, like, I am the works at this, So this is my attempt at getting better.

Pranav [0:26:53]: Okay.

Pranav [0:26:53]: I'm gonna give you a very simple example.

Pranav [0:26:55]: I have not tested this.

Pranav [0:26:57]: So bear with me.

Pranav [0:26:58]: It might be a complete failure.

Pranav [0:27:00]: It might be very good.

Pranav [0:27:01]: So I'm gonna take these two sales transcripts.

Pranav [0:27:04]: And these are real conversations that I had in June.

Pranav [0:27:07]: Both of these were examples of customers that we have signed since June.

Pranav [0:27:13]: And don't swim too hard.

Pranav [0:27:14]: I'm wanna reveal who it is, but I'm gonna add those into this prompt and say, the prompt here is gonna be...

Pranav [0:27:22]: Can you please review...

Pranav [0:27:24]: Oh, I said, please.

Pranav [0:27:25]: Look at that.

Pranav [0:27:26]: How nice of me.

Pranav [0:27:27]: K.

Pranav [0:27:27]: Please review these sales calls and come up with new ad hooks that I can use on linkedin in to attract similar customers please also add ideas about visuals I can use in these ads.

Pranav [0:27:52]: Alright.

Pranav [0:27:52]: Let's see what it does.

Pranav [0:27:53]: I have an open clue Visa never tested this product before.

Pranav [0:27:57]: So we'll see if it does anything and I really hope...

Pranav [0:27:59]: There we go.

Pranav [0:28:00]: Look at that.

Pranav [0:28:01]: So first thing, it looked at the sales called transcripts, it cross references them against the brand for hamburg that drops to be done.

Pranav [0:28:09]: The category few points the blogs the psychology tips.

Pranav [0:28:11]: This is exactly why we did that work.

Pranav [0:28:13]: But look at this.

Pranav [0:28:14]: Faith versus proof.

Pranav [0:28:16]: Still investing on faith at the top of the funnel.

Pranav [0:28:18]: Let's show your Cfo of the proof.

Pranav [0:28:20]: I love that one.

Pranav [0:28:20]: That's great.

Pranav [0:28:21]: There's is

Dave [0:28:22]: a whole creative campaign where you could like, take all of these real life examples and basically be, like, do this not that.

Dave [0:28:28]: It's, like, you wouldn't blindly do x.

Dave [0:28:30]: Right?

Dave [0:28:31]: So kinda comparing and contrasting all these examples.

Dave [0:28:34]: Right?

Dave [0:28:34]: Like, you wouldn't build your house without measuring.

Dave [0:28:36]: I don't know.

Dave [0:28:36]: I'm not good at coming up on this in the fly, but Yeah.

Dave [0:28:38]: This is cool.

Pranav [0:28:39]: You know, Brand Looks amazing until you realize it's finalizing real growth.

Pranav [0:28:43]: And the reason I love these is I'm sure I could have come up with these ideas on my own, but having a sales all transcripts to refer to.

Pranav [0:28:52]: Means that these conversations actually happen.

Dave [0:28:54]: How do you think these responses would be without your specific context to Para?

Dave [0:28:59]: Would they just be more generic?

Dave [0:29:01]: What do you think?

Pranav [0:29:02]: I think it's gonna be the sum submission of what's happening on the Internet?

Pranav [0:29:05]: So the blog posts and the videos from every other marketing measurement provider.

Pranav [0:29:11]: And, hey, maybe it's gonna come to the same outcome, but the fact that I am feeding in my...

Pranav [0:29:18]: Sales calls, and my brand positioning gives me the confidence that it's a lot more targeted and not just random.

Pranav [0:29:25]: And I'm going back and slide to remember the conversation I had with this particular prospect.

Pranav [0:29:29]: Unfortunately, their name is revealed here, And these are exactly the conversations we have.

Pranav [0:29:34]: Right?

Pranav [0:29:34]: Was talking about touch based activation telling stories, but we need to be able to show the proof, talking about the Cfo, talking about the fact that we need to, you know, reduce spend, but double, you know, the speed of execution.

Pranav [0:29:46]: The boardroom ready in one slide.

Pranav [0:29:48]: Right?

Pranav [0:29:48]: These are real conversations.

Pranav [0:29:50]: These are real frustrations that came up in those calls.

Pranav [0:29:53]: So that's fast results than Diy is the real conversation that happens in our sales conversations.

Pranav [0:30:00]: So I think this is actually pretty good.

Pranav [0:30:03]: I'm gonna share this with Sam and Adi and everybody on on our creative team, and this is super simple to spin up.

Pranav [0:30:09]: Right?

Pranav [0:30:09]: And every week every two weeks, I can go back, put in a new sales transcript and kinda see if things are changing.

Pranav [0:30:16]: This is very B specific.

Pranav [0:30:17]: We also have B customers.

Pranav [0:30:18]: We have e com customers.

Pranav [0:30:20]: We have public companies to we'd, you know, try different types of transcripts that come up with different answers.

Dave [0:30:26]: I love rooting this in, like, the what's actually coming up in sales conversations.

Dave [0:30:29]: I had to do this more manually back in the day, and I would ask sales reps, but I would say, this one I was working on tri.

Dave [0:30:36]: I would say, I would sit down with three or four of the top performing sales reps and Would say, hey.

Dave [0:30:40]: Let's just hang on a second.

Dave [0:30:42]: Let's just whiteboard this.

Dave [0:30:43]: Like, why give me the top three reasons people decide not to buy drift or don't buy Drift.

Pranav [0:30:51]: And Yep.

Dave [0:30:52]: That stuff was so good from a content perspective, because I think a lot of times, and this goes back to, like, buyer psychology.

Dave [0:30:58]: Right?

Dave [0:30:59]: Let's dive into buy our psychology for sec.

Dave [0:31:02]: Like, we're all being marketed to all the time, and so we are so skeptical of marketing.

Dave [0:31:06]: Company says we're the best we're the fastest we're the whatever.

Dave [0:31:09]: We don't believe that.

Dave [0:31:10]: And so there's something very end enduring.

Dave [0:31:12]: I learned this in the this book called the ultimate sales letter by Dan Kennedy.

Dave [0:31:16]: He basically says, like, address all of your flaws upfront.

Dave [0:31:20]: You know?

Dave [0:31:21]: And so, like, if you're a local pizza shop and the...

Dave [0:31:23]: Old...

Dave [0:31:23]: Yep.

Dave [0:31:23]: You don't have sandwiches, all you do is pizza.

Dave [0:31:25]: It's like, yep.

Dave [0:31:26]: We have nothing else all we do is pizza because that's the only thing we care about.

Dave [0:31:29]: We make the best pizza.

Dave [0:31:30]: Yep.

Dave [0:31:30]: Actually, we only have pepperoni because we make the best pepperoni.

Dave [0:31:33]: And so there's so many things like that.

Dave [0:31:36]: And then one time we wrote this article about, here are the top ten churn reasons.

Dave [0:31:39]: Like, which company would do that?

Dave [0:31:41]: Who would actively publish that, and it worked like an incredible piece of marketing.

Dave [0:31:44]: People always ask me to of that.

Dave [0:31:45]: Now, and it's it's been all

Pranav [0:31:47]: happened But these are

Dave [0:31:48]: the things.

Dave [0:31:48]: Let's dig into the objections.

Dave [0:31:50]: Right?

Pranav [0:31:51]: It's great.

Pranav [0:31:51]: And I just did a live exercise that.

Pranav [0:31:53]: Right?

Pranav [0:31:53]: Same chat.

Pranav [0:31:54]: I just said, hey, were there top three unsettled reasons that give these prospects pause.

Pranav [0:31:59]: And it set it out loud.

Pranav [0:32:02]: Trusting incredible.

Dave [0:32:03]: This is good good At this.

Dave [0:32:03]: Meg worried about Paramark being a newer player and her sear concern notes.

Dave [0:32:08]: Spending a big line item on a young company.

Dave [0:32:10]: This is classic B2b buying.

Dave [0:32:12]: This is the, like, nobody gets fired for buying Salesforce thing.

Dave [0:32:15]: Right?

Dave [0:32:15]: So it's like, how do you inject that energy into, like, Paramark storytelling.

Dave [0:32:19]: Like...

Dave [0:32:20]: And that's where you'd lean into it.

Dave [0:32:21]: The Dan Kennedy thing would be like, yep.

Dave [0:32:23]: We are brand new.

Dave [0:32:24]: Yep.

Dave [0:32:24]: We don't have the credibility of x y and Z.

Dave [0:32:26]: But here's why.

Dave [0:32:27]: We're gonna work.

Dave [0:32:28]: It's the Avi, like, the Avi number two.

Dave [0:32:30]: Like, we're number two, so we work harder.

Dave [0:32:32]: Like, there's...

Dave [0:32:33]: How this is sick.

Dave [0:32:33]: Yeah.

Pranav [0:32:35]: Right?

Pranav [0:32:35]: So you see the desire for building something in house or having more control, the change management.

Pranav [0:32:40]: Like, these are the things that are un set.

Pranav [0:32:42]: Right?

Pranav [0:32:43]: The mindset shift that you have to go from, you know, direct to this concept of incremental, this is the stuff that makes it really, really interesting.

Pranav [0:32:52]: So again, it asked me do you wanna just flip these into new hooks to diffuse those hidden hesitation?

Pranav [0:32:57]: Fantastic.

Pranav [0:32:58]: We don't have time for that, but I would absolutely take this in intern up for an offer.

Pranav [0:33:03]: On that.

Pranav [0:33:04]: Okay.

Pranav [0:33:05]: So I have a couple of ideas that I wanted to cover.

Pranav [0:33:08]: So I do a lot of podcasts, and I did this podcast about a year ago.

Pranav [0:33:13]: And somebody in our, how did you hear about us or, like, somebody just volunteered that, hey, I heard about you on this podcast, and that's what made me come to you guys.

Pranav [0:33:22]: So I'm gonna take that and basically, just feed that entire transcript.

Pranav [0:33:27]: Again, I've never tested this before the transcript quality and, you know, messy, and just say, hey, can you create an outline of a white paper?

Pranav [0:33:37]: By the way, Dave, why will people use white papers?

Pranav [0:33:41]: Have you ever thought about this?

Pranav [0:33:42]: Like, I've been thinking about this a lot?

Pranav [0:33:45]: Alright.

Pranav [0:33:45]: I'm sorry.

Pranav [0:33:45]: Did you

Dave [0:33:46]: say why do they or Don't they?

Pranav [0:33:48]: Why do they?

Pranav [0:33:49]: Like, literally a prospect asked me, hey, do you have a white paper and I was just so confused.

Pranav [0:33:53]: I was like, do people yay

Dave [0:33:57]: my very first job was I worked at a...

Dave [0:34:00]: Tech P firm in two thousand nine two thousand ten, and it was all life sciences companies and healthcare care and tech and that that was the big thing back then.

Dave [0:34:08]: It was white papers.

Dave [0:34:09]: If you could tell me the difference between a white paper an article, a blog post, a Pdf it does literally does not matter to me it is words on a page that explain like, who you are, what you do, how you can help your customers?

Dave [0:34:24]: How is it not an article?

Dave [0:34:25]: I don't understand?

Pranav [0:34:26]: I completely with you.

Pranav [0:34:27]: So

Dave [0:34:28]: what's the opposite of a what...

Dave [0:34:29]: And why is it call a white paper.

Dave [0:34:30]: Like, what paper is

Pranav [0:34:32]: not like.

Pranav [0:34:32]: Good point.

Pranav [0:34:33]: Maybe we could start a new yellow paper if that be fun.

Pranav [0:34:36]: Like, pages yellow paper here.

Pranav [0:34:39]: Yeah.

Pranav [0:34:40]: So...

Pranav [0:34:40]: Okay.

Pranav [0:34:40]: Great.

Pranav [0:34:41]: So I just, you know, fed in this podcast transcript.

Pranav [0:34:43]: And I said, You couldn't outline if a white paper or This is a real thing.

Pranav [0:34:47]: I need to create this because somebody asked for it.

Pranav [0:34:49]: And if a prospect asked for it, and I don't have it.

Pranav [0:34:51]: That just looks bad.

Pranav [0:34:52]: So I need to have it and, you know, there we go.

Pranav [0:34:55]: We, you know, gave it a prompt, I said, make it fun rather than a boring academic white paper includes some ideas for visuals to make in one magazine, like, because I think that's our audience is kinda like.

Pranav [0:35:04]: Okay.

Pranav [0:35:05]: Great.

Pranav [0:35:05]: So there you go.

Pranav [0:35:06]: You have a starting point, the rise and fall of attribution This is nice because it's talking about the rice.

Pranav [0:35:13]: I didn't talk about the rise of attribution in any of our materials.

Pranav [0:35:16]: So this is fantastic.

Pranav [0:35:19]: Oh my god.

Pranav [0:35:19]: It's a visible pizza slicing error.

Pranav [0:35:21]: It's is hilarious.

Pranav [0:35:22]: Look at that, the latin phrase post fog pro what I talked the the fallacy.

Pranav [0:35:28]: So maybe that came up in this podcast, and it's referencing that.

Pranav [0:35:32]: The cracks in this model, the flaws of Mta then you have M mma.

Pranav [0:35:38]: Okay.

Pranav [0:35:38]: It's not new.

Pranav [0:35:39]: It was born in the nineteen seventies, and this is what I said on the podcast.

Pranav [0:35:43]: I had no clue.

Pranav [0:35:43]: I said all of these things.

Pranav [0:35:44]: So this is now starting to look pretty good.

Pranav [0:35:47]: And, you know, I can take this and build on top of it, and then it's lots of ideas for visuals.

Pranav [0:35:52]: But this is a great first brief that I can send to our content agency and be like, hey, can you take this and, you know, take the recording, take this outline and let's run with it.

Pranav [0:36:03]: So So many ideas like this.

Pranav [0:36:05]: I'm sure your executives are spending time on sales calls on podcasts and events.

Pranav [0:36:10]: That one looks great.

Pranav [0:36:11]: I'm definitely gonna use that one to actually create a white paper even though I have no clue Y white papers exist.

Pranav [0:36:16]: Alright.

Pranav [0:36:17]: Let's see.

Pranav [0:36:17]: I have another idea.

Pranav [0:36:18]: Had one last idea, which was...

Pranav [0:36:21]: Oh, yeah.

Pranav [0:36:22]: This is a presentation that I had done.

Pranav [0:36:24]: So I'm gonna upload this presentation.

Pranav [0:36:27]: This happened just a couple of weeks ago.

Pranav [0:36:28]: And the title of the presentation was experiment or die?

Pranav [0:36:32]: And I'm gonna say, hey, can you create a Linkedin carousel idea based on this presentation include titles, visual aids, and also include a Linkedin post in our brand style.

Pranav [0:36:54]: I have no clue what that's gonna do.

Pranav [0:36:56]: Never tried this before, but here we go.

Pranav [0:36:58]: So, again, this is all about repurposing.

Pranav [0:37:00]: Right?

Pranav [0:37:01]: Like content already exists.

Pranav [0:37:02]: And...

Pranav [0:37:03]: Yep.

Pranav [0:37:04]: Again, it's already sort of referencing specific slides.

Pranav [0:37:08]: It's coming up with, visual aid, is talking about the five pillars has been experimenting.

Pranav [0:37:13]: It a lot of this is content is that's already in the deck, but it's giving me a copy paste, take this, put it into a Fig buzz and ship it.

Pranav [0:37:23]: So this is the type of stuff that's already possible And I know that, you know, I was leveraging a lot of things that's in content, but, all of this should be in your controls.

Pranav [0:37:36]: Right?

Pranav [0:37:36]: Again, it goes back to starting with the company narrative the category entry points, the jobs to be done, your existing content.

Pranav [0:37:43]: And now you're ready to kinda take each of these and converted into new formats that are usable pretty much on any panel.

Pranav [0:37:51]: Right.

Pranav [0:37:52]: I'm gonna pause I said a lot of words, questions, reactions, maybe let's see what the audience thinks.

Dave [0:37:58]: Yeah.

Dave [0:37:58]: Perfect.

Dave [0:37:58]: I'll pause for a sec, there's a couple questions in the Q and A, but, like, I'd like to spend the last eighteen minutes taking all of your questions.

Dave [0:38:05]: So this is your opportunity to even if you haven't asked a question yet.

Dave [0:38:09]: Get live marketing advice from P and myself if you want it, take advantage of that.

Dave [0:38:15]: So there's some questions in there we'll get to them.

Dave [0:38:17]: Couple things that this...

Dave [0:38:19]: Just to build on what you said.

Dave [0:38:20]: I think I'm writing in notes now because there's something that I'm working on, and I realized that I didn't do enough of the work upfront to make something awesome.

Dave [0:38:29]: And so I think, like, this is a perfect example of how, like, if you do the generic chat Gp, you will get generic chat Level answers.

Dave [0:38:37]: Right?

Dave [0:38:37]: If you take the time to do this stuff.

Dave [0:38:40]: Now, also, the catch here though is not just that P uploaded these Pdfs.

Dave [0:38:44]: It's actually the hours and hours and hours and hours of work that you did before that, and so it's garbage in garbage out.

Dave [0:38:51]: Right?

Dave [0:38:51]: Like, if you don't have these docs, like, my takeaway away from this webinar is like, p uploaded this, like, clear company philosophy.

Dave [0:38:57]: Where would the two or three core docs, You have the jobs to be done,

Pranav [0:39:01]: we have the company narratives and Manifesto.

Pranav [0:39:03]: The Manifesto manufacturer was a little bit more external facing.

Pranav [0:39:06]: Right?

Pranav [0:39:06]: It's gonna appeal the the audience and say, hey, you could pay attention to us.

Pranav [0:39:10]: Yeah The narrative was more internal facing of, you know, here's what we believe.

Pranav [0:39:15]: Here's what we think is the market, the problem, the opportunity, like, more strategy type of stuff.

Pranav [0:39:20]: We had the category entry points.

Pranav [0:39:22]: We had jobs to be done, and then we have our first, like, ten or fifteen blog posts.

Dave [0:39:27]: Yeah.

Dave [0:39:27]: So that would step one.

Dave [0:39:29]: It's like, let's go build that.

Dave [0:39:32]: Now that's one of my big takeaways.

Dave [0:39:34]: Second big takeaway is, I think as a marketing manager marketing leader even as the owner of Exit Five, like, we've entered a new level of work or, like, if the marketing team is not doing this level of pre work, then we have the wrong people or we're not taking this stuff seriously.

Dave [0:39:50]: And so I love that you showed this.

Dave [0:39:53]: I would want my team showing me this stuff.

Dave [0:39:55]: Hey, we wrote...

Dave [0:39:56]: Here's this deck that we create.

Dave [0:39:57]: Okay.

Dave [0:39:57]: Cool.

Dave [0:39:57]: Take me through how you created this.

Dave [0:39:59]: Well, I had and I didn't know show me your work here.

Dave [0:40:01]: Like, this has to be the future of how we're working.

Dave [0:40:04]: And I think I think there's a lot of flaws with the Ai stuff, Like, obviously, but I think the position that I like the best I've been thinking about lately.

Dave [0:40:11]: I'm sharing this Sudan earlier in a week is, like, if you had a super intelligent, if you'd like the best marketing intern ever working with you on stuff, that's what this is.

Dave [0:40:20]: And I think you gotta reframe it like that to do your job you.

Dave [0:40:23]: P still has to own it.

Dave [0:40:25]: So lots to ship to work.

Dave [0:40:26]: Still has to take out, you know, do it.

Dave [0:40:27]: But I got this unbelievable intern at doing this.

Dave [0:40:30]: Yeah.

Dave [0:40:30]: What?

Pranav [0:40:31]: Yeah.

Pranav [0:40:31]: Now.

Pranav [0:40:31]: This a very important point that you just sort of landed on, which is you still have to apply human judgment on top of all this content.

Pranav [0:40:39]: You all got to see it live.

Pranav [0:40:41]: There's probably like, fifty to sixty to seventy percent, which was like, pretty good, but it could become excellent with Sam and Put, who's a real marketer or I just pretend to be one and our creative team who might take some of these ideas and come up with even more crazy rift.

Pranav [0:40:57]: And that human layer of judgment and the energy, the creative energy between Ai and human has to be there.

Pranav [0:41:06]: Otherwise, you know, if I'm doing this, tomorrow, you're gonna do this, maybe there's another measurement company out there that's gonna take their narrative and they're positioning, how different is that gonna be from our positioning in narrative.

Pranav [0:41:17]: Let's be real.

Pranav [0:41:18]: Right?

Pranav [0:41:18]: Maybe a little bit, but, like, so you do have to add that twice.

Pranav [0:41:22]: Yeah not only comes from humans.

Dave [0:41:26]: Yeah.

Dave [0:41:26]: What's cool like you could work with Ai to get clear on that spice.

Dave [0:41:30]: You could say, hey, Here's here's all of our information.

Dave [0:41:32]: Here's all of our calls.

Dave [0:41:33]: Here's what I think our core differentiator is, but let's pressure test that.

Dave [0:41:37]: Okay.

Dave [0:41:38]: Let's rapid fire hit some of these questions.

Dave [0:41:39]: Pal plus says, is there a format, can you give a quick share of, like, the format for the narrative that you used?

Pranav [0:41:46]: I think it's quite simple.

Pranav [0:41:47]: So what I start with is...

Pranav [0:41:50]: It's gonna sound super boring.

Pranav [0:41:52]: But it's...

Pranav [0:41:53]: Who is your audience?

Pranav [0:41:54]: What is their problem?

Pranav [0:41:56]: How big is the opportunity?

Pranav [0:41:58]: How are you uniquely going to capture that opportunity or solve that problem?

Pranav [0:42:03]: And what is your specific point of view that nobody else has?

Pranav [0:42:08]: Something of that nature.

Pranav [0:42:10]: Very simple, talk down market strategy, business strategy, product strategy, whatever you wanna call it.

Pranav [0:42:16]: One spicy tape that I have is business strategy, marketing strategy, product strategy are all the same things.

Pranav [0:42:22]: I will die on that hill.

Pranav [0:42:24]: It's all the same.

Pranav [0:42:25]: So put on your product hat or your business saturday or your marketing hat, write those things out.

Pranav [0:42:29]: That's it.

Pranav [0:42:30]: That's your narrative.

Pranav [0:42:31]: And the more creative people will come at it from a brand promise perspective, the more sort of engineering minded people will come at it from a more, like, market structure perspective.

Pranav [0:42:42]: So you can shape it in any form.

Pranav [0:42:45]: It really depends on where your...

Pranav [0:42:46]: You know, what you're training and expenses and.

Pranav [0:42:48]: I'm more of engineers more more rational.

Pranav [0:42:51]: And I wish I was more of the brand thinker.

Pranav [0:42:54]: I'm sure Gave is more like that.

Dave [0:42:55]: I don't...

Dave [0:42:56]: I'm like, I'm like that.

Dave [0:42:58]: What's that meme Is it, like, a bell curve of some kind?

Dave [0:43:01]: And it's like, at this point, I don't do anything.

Dave [0:43:04]: No frameworks, nothing?

Dave [0:43:05]: I just sit and I just write, like, I just believe that, like, there's...

Dave [0:43:09]: You can get frameworks and read books until your b...

Dave [0:43:11]: Maybe I have that subconsciously.

Dave [0:43:12]: But now I'm like, if I can come up with a strong narrative That is who is this for?

Dave [0:43:18]: Why does it exist Why should you buy this?

Dave [0:43:20]: And, like, who cares if I didn't use the, like, Ehr Boss Research Institute God blessed framework?

Dave [0:43:27]: Like, what does that matter?

Dave [0:43:28]: I mean, some of the best messaging ideas ever that I had in my career was, like, in a Whatsapp with the founder, and we'd be like, oh, here's a great line.

Dave [0:43:35]: It's like, yeah, Go run with that.

Dave [0:43:36]: So let's not get too married up in the frameworks.

Dave [0:43:39]: A couple questions on interestingly enough comes up a lot.

Dave [0:43:42]: A couple questions about privacy, security, seeing this startup up Ceo, upload all these docs into, you know, Sam Alt black hole Do you worry about security?

Dave [0:43:52]: Does it matter?

Dave [0:43:53]: Do you care?

Pranav [0:43:55]: We are on the business version of chat Gp and what that means is your data, at least somebody correct me if I'm wrong, but I don't think they use our data for training purposes.

Pranav [0:44:04]: We enterprise on look at tools and what have you.

Pranav [0:44:08]: So I wouldn't do this without that.

Pranav [0:44:10]: I'm not doing it into the free version because your data is definitely gonna get used on the free version, but we pay for these tools because, hey, you just saw why we pay for these tools.

Pranav [0:44:20]: It makes complete sense.

Pranav [0:44:21]: So I don't think there is any real concern on privacy unless obviously, if Open Ai is not being forthcoming about what they're doing, But I I have no reason to discuss that.

Dave [0:44:34]: Yep.

Dave [0:44:34]: I feel the same way.

Dave [0:44:36]: They...

Dave [0:44:36]: When I go on a plane, they scan my face.

Dave [0:44:38]: They know everything about them me.

Dave [0:44:39]: I'm and my...

Dave [0:44:40]: They already out there.

Dave [0:44:41]: It...

Dave [0:44:41]: I mean, let's just think

Pranav [0:44:42]: about it.

Pranav [0:44:42]: We've been using Google for twenty years, twenty five years.

Pranav [0:44:45]: Do you think that they don't know anything...

Pranav [0:44:46]: Everything about you already?

Pranav [0:44:48]: Like, on.

Dave [0:44:49]: That's the craziest piece is we're gonna go on a sidebar.

Dave [0:44:51]: Like, they have all our emails, everything.

Dave [0:44:53]: They could have the killer Ai.

Dave [0:44:55]: I don't know why they don't.

Dave [0:44:56]: But anyway, actually, I've heard Jason Lump and Rip on this, and I kinda agree with this which is like, yeah.

Dave [0:45:03]: There's probably is some risk.

Pranav [0:45:05]: The the

Dave [0:45:05]: reality is, but I think we kinda sign up for all that, and I think there's...

Dave [0:45:07]: I think at this stage the benefits.

Dave [0:45:09]: And by the way, what you showed today is, like, here's how we do marketing at Paramark.

Dave [0:45:14]: Here's jobs to be done.

Dave [0:45:15]: You're not uploading like, sensitive personally identifiable information.

Dave [0:45:19]: It's marketing materials.

Dave [0:45:21]: So...

Pranav [0:45:22]: I.

Pranav [0:45:22]: If you apologize to the prospects because I did let their names out, so I'm sorry if you're listening.

Dave [0:45:28]: I wouldn't...

Dave [0:45:28]: Yeah.

Dave [0:45:28]: I wouldn't have even note.

Dave [0:45:29]: His prospects are Apple, Google,

Pranav [0:45:32]: Microsoft.

Pranav [0:45:32]: Yeah.

Pranav [0:45:34]: Yeah.

Dave [0:45:34]: Who else?

Pranav [0:45:36]: Nineteen.

Pranav [0:45:36]: Let's.

Pranav [0:45:37]: Can you

Dave [0:45:38]: explain the category entry point Doc what's in that.

Pranav [0:45:41]: It's literally sort of statements of times when our prospect could be thinking about us.

Pranav [0:45:49]: And so you can look up this concept.

Pranav [0:45:51]: You can chat you this concept.

Pranav [0:45:53]: But the idea is that, hey, if you are stressed before your quarterly business review, you could think about Paramark helping you with that business review.

Pranav [0:46:00]: If you're stressed about annual planning, you could think about Paramark as the way to make annual planning easier.

Pranav [0:46:05]: You're stressed about launching a new channel, you could be thinking about Paramark, so that launching that new channel is far easier.

Pranav [0:46:12]: So it's the mental associations that we want to create with the prospect?

Pranav [0:46:17]: And just writing those out.

Pranav [0:46:18]: Right?

Pranav [0:46:19]: What are those example stellar scenarios times places this.

Pranav [0:46:24]: However you wanna show up in people's minds at the right time of the right place.

Pranav [0:46:30]: And then all your marketing is doing is planting those seeds in your prospect minds that, hey, You have the Qb coming up.

Pranav [0:46:40]: Paramark helps you create the Qb deck.

Pranav [0:46:42]: That's a base simple pull sort of way of thinking about it.

Pranav [0:46:45]: So write out those entry points that you can use to get inside your prospects might.

Dave [0:46:51]: With questions earlier from Angie.

Dave [0:46:53]: How do you recommend marketers take their company's story and translated into digital content that not only resonates with their audience, but is also structured and distributing in a way that large language models like Chat Begin to reference the brand.

Dave [0:47:04]: So You read that question as?

Dave [0:47:06]: How do you make something and make sure the L m's are, like,

Pranav [0:47:09]: call Yeah.

Pranav [0:47:10]: A Ae o, g o, whatever people are calling at these days.

Pranav [0:47:14]: I mean, listen as such a...

Pranav [0:47:15]: I don't...

Pranav [0:47:16]: I'm not an expert.

Pranav [0:47:17]: We don't do anything that's geared towards A yet.

Pranav [0:47:20]: Maybe that's a mistake.

Pranav [0:47:21]: We're too small to be able to really flex our muscles in that front.

Pranav [0:47:25]: We put out good content that's gonna resonate with people.

Pranav [0:47:29]: And guess what, Just as a function of that, Chat Gp is in our top three or top five refers of traffic.

Pranav [0:47:36]: So I think as long as you keep putting out good content that your prospects care about and you're answering the questions that your prospects have, it's gonna show up in tragedy Gp because, ultimately, everyone's trying to answer the questions that humans behind those screens have.

Pranav [0:47:50]: And so get really good at understanding what those humans care about, answer those questions in the best possible way, whether it's Seo or Ae, it'll be fine.

Pranav [0:47:59]: I'm sure there are technical hacks and tricks that you can do But that's a short term auto arbitrage game and I personally just don't play that game.

Dave [0:48:08]: Alright.

Dave [0:48:08]: Here's a question from John.

Dave [0:48:09]: Good one.

Dave [0:48:10]: John's appreciates a timeless principle in marketing.

Dave [0:48:13]: What if any limitations have you found with using Ai in this way?

Dave [0:48:16]: Are there any situations where you might wanna use it more old school approach.

Pranav [0:48:21]: We would not use it for brand positioning.

Pranav [0:48:22]: You know, I want Sam, myself, heat, he my c cofounder.

Pranav [0:48:27]: He's the Cto, our team to sit down a room in front of a whiteboard and talk because those things are the human elements.

Pranav [0:48:37]: And, like, even if Ai would do a great job at it, I just don't want it to do a great job.

Pranav [0:48:42]: I want our minds and our human emo they go up in our brand positioning.

Pranav [0:48:48]: That's an example of where I would not use.

Pranav [0:48:51]: Yeah.

Pranav [0:48:51]: That's one example.

Pranav [0:48:52]: Yep.

Dave [0:48:53]: I like that.

Dave [0:48:54]: I've been noticing that, like, sometimes, especially with some of the things that I write on Linkedin or even how I write email copy.

Dave [0:49:01]: I even edit myself less than I would because I think, like, the kinda ratchet, like, not polished way that I write.

Dave [0:49:08]: It it, like, becomes a pattern interruption, and I think that matters.

Dave [0:49:11]: I like, yeah, This was me.

Dave [0:49:12]: I really did write this, like, sitting here on my phone while waiting for my.

Dave [0:49:15]: Holy.

Pranav [0:49:16]: This is a real life example, I think last week on Friday, founder or Vp of marketing, and I were, like, looking at the brand positioning, and there was a line in if we forget, like, specifically what the purpose of that line was, but there was line that had a grammatical mistake.

Pranav [0:49:29]: And all of your first were looking at each other, It's dramatically wrong, but it sounds right.

Pranav [0:49:33]: And that's the stuff that I think you don't wanna lose in your marketing and in your strategy.

Dave [0:49:40]: Alright.

Dave [0:49:40]: Well, look, my takeaway from this, the cons professional that I am.

Dave [0:49:44]: I am taking notes during the session.

Dave [0:49:45]: My takeaway is, like, I have a bunch of chat Gp projects, and the way you're using them kinda gives me...

Dave [0:49:53]: I need to block some time next week or so, maybe app, maybe post drive.

Dave [0:49:57]: I need to do spring cleaning.

Dave [0:49:59]: I I need to do a cleanup.

Dave [0:50:00]: I think there's a lot of times that, like, I think, that stuff just needs to constantly be updated, and I think the better those resources are.

Dave [0:50:07]: I could be getting a lot more out of it.

Dave [0:50:09]: So that was awesome.

Dave [0:50:10]: Thank you, man.

Dave [0:50:11]: Okay, Allison.

Dave [0:50:12]: Let's roll the poll.

Dave [0:50:13]: Feedback is key in the life of a marketer or business professional here.

Dave [0:50:16]: So just real quick great today session one to five, five being the highest one being the lowest, I'd impossible to give it a one unless you're a hate.

Dave [0:50:25]: So it's it's obviously one.

Dave [0:50:26]: But I thought this was great.

Dave [0:50:28]: This is, like, a master class in in how to use this stuff really practical use cases for using chat In a real way.

Dave [0:50:33]: So nice.

Dave [0:50:34]: Good job P.

Dave [0:50:35]: And by the way, let me just put this in the playbook.

Dave [0:50:38]: I don't know if you heard.

Dave [0:50:39]: Did you hear how this guy pitched his companies?

Dave [0:50:40]: Like, yeah, I'm p the founder of Paramark, but I, don't worry about it.

Dave [0:50:44]: I'm not gonna pitch you at all today.

Dave [0:50:45]: Like, you've always said, I don't treat the audience like morons on just, like, course.

Dave [0:50:49]: This is how I'd pitch it every time Like, Predominant founder of Paramark.

Dave [0:50:52]: Like, we help b to be coming with measurement, but, like, I'm not gonna pitch that at all.

Dave [0:50:56]: If you...

Dave [0:50:56]: You know, just go look us up if you want.

Dave [0:50:58]: It's, like, hit him with the negative, and then, like, that's gonna work.

Dave [0:51:00]: First, if you did the, like, the big pitch right out of the gate pissed everybody off from the get go that was perfectly here.

Pranav [0:51:07]: Tell you a fun story, Dave.

Pranav [0:51:07]: A Cmo called me two weeks ago on a Friday at a four thirty.

Pranav [0:51:11]: Just unknown number.

Pranav [0:51:12]: Right?

Pranav [0:51:13]: So I got this call.

Pranav [0:51:13]: I pick it up.

Pranav [0:51:14]: Like, super tired.

Pranav [0:51:15]: I just wanted, like, close the week out.

Pranav [0:51:16]: And she says to me, hey, I'm calling you because you've never tried to sell me, but I need you.

Pranav [0:51:22]: Right.

Pranav [0:51:22]: That's

Dave [0:51:25]: sick.

Pranav [0:51:25]: I'm like, alright.

Pranav [0:51:26]: Great.

Pranav [0:51:26]: Mission accomplished.

Pranav [0:51:27]: I think I'm becoming a good marketer right now.

Pranav [0:51:29]: And so, yes, I think that's the right way to do it, but really appreciate the session.

Pranav [0:51:35]: I learned a lot, so thank you.

Dave [0:51:37]: Good.

Dave [0:51:37]: Alright.

Dave [0:51:37]: Good job, everybody.

Dave [0:51:38]: Good luck out there.

Dave [0:51:39]: Put your check Gp your super intelligent marketing intern to work.

Dave [0:51:43]: For enough, see you later.

Dave [0:51:44]: Good job all.

Dave [0:51:50]: Hey.

Dave [0:51:50]: Thanks for listening to this podcast.

Dave [0:51:51]: If you like this episode.

Dave [0:51:53]: You know what?

Dave [0:51:53]: I'm not even gonna ask you to subscribe and leave review because I don't really care about that.

Dave [0:51:58]: I have something better for you.

Dave [0:51:59]: So We've built the number one private community for B marketers at Exit Five, and you can go and check that out instead of leaving a rating a review, go check it out right now on our website, Exit Five dot com.

Dave [0:52:11]: Our mission at Exit Five is to help you grow your career in B mark.

Dave [0:52:14]: And there's no better place to do that than with us at Exit Five.

Dave [0:52:18]: There's nearly five thousand members now in our community, People are in their posting every day asking questions about things like marketing, planning, ideas, inspiration asking questioning and getting feedback from your peers, building your own network of marketers who are doing the same thing you are so you can have a peer group.

Dave [0:52:34]: Or maybe just venting about your boss when you need to get in there and get something off your chest.

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