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This Is the Smartest Way to Use AI for Marketing in 2025
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This Is the Smartest Way to Use AI for Marketing in 2025

Future Marketing Playbook with AI

Introduction to the Future of Marketing

  • The episode introduces a new marketing playbook influenced by AI, highlighting the disruption in traditional marketing methods due to advancements in technology.
  • Emphasis is placed on the lack of discussion around new marketing strategies that leverage AI, despite ongoing conversations about its impact on search traffic and optimization.

Understanding Micro Audiences

  • The speaker discusses how traditional marketing focuses on broad audiences defined by an Ideal Customer Profile (ICP), which includes a wide range of potential customers.
  • AI enables marketers to target "micro versions" of these audiences, allowing for more personalized and effective marketing strategies.

Steps to Implementing Micro Audience Marketing

  • The concept of micro audience marketing is introduced as a way to create tailored content and campaigns based on specific customer segments rather than broad demographics.
  • A prompt will be provided for creating an ICP using Claude, which is essential for developing micro audiences.

Utilizing Perplexity Labs

  • The speaker explains how Perplexity Labs can help segment the ICP into smaller audiences or "hunts," focusing on their pain points and motivations for purchasing products like HubSpot.
  • Information gathered from these hunts will inform targeted marketing collateral designed specifically for each micro audience.

Features of Perplexity Labs

  • Perplexity Labs functions as a versatile tool that allows users to perform multiple tasks through integrated prompts, enhancing efficiency in creating targeted marketing strategies.
  • Users can create projects called "spaces" within Perplexity Labs, facilitating organized efforts in building micro audience strategies.

Conclusion: Moving Towards Effective Marketing Strategies

Building an Ideal Customer Profile with AI Tools

Understanding the Ideal Customer Profile (ICP)

  • The speaker emphasizes the importance of having an Ideal Customer Profile (ICP) and mentions that tools like Claude and OpenAI can assist in building and refining these profiles using both internal and external data.

Utilizing Internal Data for ICP Creation

  • The process involves pulling internal data from sources such as Google Drive, focusing on recently edited documents related to customer personas, win rates, and case studies.

Incorporating External Resources

  • External resources are also considered, including analyst reports, LinkedIn job postings, tech stacks, and community discussions. These help in identifying key trends and insights relevant to the ICP.

Output Format of ICP

  • The output format includes essential details such as company product snapshots, core personas, success metrics, pain points, competitors used by customers, differentiators, and exclusion flags for unwanted market segments.

Importance of Customization

  • The speaker encourages customization of the generated ICP outputs rather than direct copying. They liken AI tools to Lego blocks that can be modified to fit specific needs.

Leveraging AI for Marketing Strategies

Transitioning from ICP to Marketing Campaigns

  • After establishing an ICP, the next step is typically creating marketing strategies around it. AI enables marketers to target broader audiences without needing extensive teams.

Creating Micro Audiences

  • The speaker discusses breaking down larger audiences into micro audiences using a prepared prompt that takes input from the established ICP. This allows for more targeted marketing efforts.

Focusing on Key Performance Indicators (KPIs)

  • Emphasis is placed on identifying core KPIs during audience segmentation since HubSpot's platform aims to help users achieve their KPIs effectively.

Example Hunt: LinkedIn Job Ads

KPI Extraction and Micro Audience Targeting

Overview of KPI Extraction Process

  • The process involves advertising on LinkedIn, targeting audiences by extracting Key Performance Indicators (KPIs) relevant to job ads.
  • A simplified version of the extraction method combines multiple prompts into one, enhancing efficiency while maintaining effectiveness in identifying KPIs.
  • KPI phrases refer to specific responsibilities such as revenue growth and sales productivity that potential customers are focused on.

Building a Seed List from Job Ads

  • The system builds a seed list based on identified KPIs, searching for job ads that mention goals like increasing revenue or improving productivity.
  • New metrics not included in the baseline KPIs are tagged when found in job ads, allowing for broader insights into market needs.

Utilizing Propexi Labs for Audience Segmentation

  • Propexi Labs creates micro audience cards by parsing documents to identify baseline KPIs and ideal customer profiles (ICPs).
  • Baseline KPIs include known success metrics such as pipeline velocity and revenue growth, which help define target audiences more accurately.

Clustering Companies Based on New Metrics

  • The approach focuses on identifying new phrases related to metrics that may not have been previously considered but are emerging in job advertisements.
  • Parsing includes buyer roles and differentiators, which helps categorize companies into distinct clusters based on their hiring needs.

Intent Scoring for Marketing Strategies

  • Companies are clustered according to shared new metrics found in job ads; this clustering aids in creating tailored marketing strategies.

Understanding Micro Audiences in Marketing

Defining the Ideal Customer Profile

  • The discussion begins with identifying a new metric that companies are focusing on, particularly for tailored marketing efforts aimed at small to mid-market businesses based on employee count.
  • The process involves creating an ideal customer profile and searching for companies advertising specific job titles relevant to this profile.

Focusing on Key Performance Indicators (KPIs)

  • Emphasis is placed on understanding new KPIs that potential customers are accountable for, which helps in segmenting them into micro audiences based on shared metrics.
  • Companies mentioning the same KPI indicate high intent, suggesting they may be experiencing similar challenges or opportunities.

Creating Micro Audiences

  • A practical example is provided where three mid-market companies recently posted job ads related to lead prioritization and pipeline velocity, indicating a common pain point.
  • The intent level is assessed as moderate since only three companies are involved, but stringent parameters ensure quality data collection.

Developing Targeted Marketing Campaigns

  • Further examples illustrate how micro audiences can be formed around various KPIs like conversion rate optimization and attribution analytics.
  • Each micro audience includes details such as core pain points, hooks for engagement, and suggested marketing campaigns tailored to their needs.

Implementing Multi-channel Campaign Kits

  • The next step involves creating a comprehensive marketing kit using tools like Perplexity Labs to target identified micro audiences effectively.
  • This kit includes campaign elements such as cluster names, top KPIs, core pains, hooks, and calls-to-action designed specifically for the selected audience.

Utilizing Technology for Campaign Execution

  • A snapshot of the micro audience is generated using firmographics and tech stack overlaps to better understand their characteristics and needs.
  • Various campaign assets are created including LinkedIn carousels, email sequences, landing page wireframes, and video scripts tailored to each micro audience's requirements.

Conclusion: Enhancing Marketing Strategies through Data Insights

  • By leveraging data-driven insights from job postings and KPIs, marketers can create highly targeted campaigns that resonate with specific segments of their audience.

Creating Targeted Campaigns with AI

Overview of Targeting CSV and Campaign Assets

  • The targeting CSV is designed for uploading into ad platforms, allowing users to target specific companies. The demo version includes a sample of 300 companies.
  • It’s recommended to create separate prompts for each campaign asset rather than combining multiple requests, as this can lead to subpar results in asset creation.

Utilizing Micro Audiences

  • A micro audience approach allows for tailored marketing strategies; the AI can generate LinkedIn carousel ads that address specific pain points and create email sequences for targeted outreach.
  • The concept of creating microsites for each micro audience is introduced, enhancing personalization by directing audiences to content specifically relevant to them.

Enhancing Campaign Effectiveness

  • Recommendations on channel mix and budget allocation are provided, emphasizing the importance of context about the company when seeking better recommendations from AI tools.
  • The significance of monitoring job postings within a specified timeframe (e.g., 45 days) is highlighted, as it affects the breadth of potential targets.

Expanding Key Performance Indicators (KPIs)

  • Users can expand their seed list by identifying new KPIs from job ads, which helps in targeting more companies effectively based on emerging trends.
  • By clustering similar phrases mentioned across multiple job ads, marketers can identify new opportunities and refine their targeting strategy.

Tailoring Marketing Strategies

  • The idea of "stack synergy signals" is introduced; this involves finding firms using complementary tools but not all necessary ones (e.g., companies using Calendly and Slack but not HubSpot).

New Marketing Strategies Enabled by AI

Overview of AI's Impact on Marketing

  • The speaker discusses the transformative potential of AI in marketing, emphasizing new methodologies that will emerge as a result.
  • Highlights the capabilities of Perplexity Labs, indicating that more insights and solutions will be shared in future episodes.
  • Acknowledges the disruption caused by changes in search technology but focuses on the positive opportunities presented by AI advancements.

Closing Thoughts and Future Content

  • The speaker expresses hope that the content was accessible and easy to follow, aiming to simplify complex ideas for the audience.
Video description

*Want our exact prompt that turns AI into a marketing machine? Get it here: https://clickhubspot.com/kdv* Ep. 339 Did you know that Google search traffic is disappearing—and no one is giving us the new marketing playbooks? Kieran dives into how AI tools like Perplexity Labs are changing the game for marketers, revealing a future where you can create highly personalized campaigns at scale. Learn more on how to segment audiences in powerful new ways, leverage real-time signals from platforms like LinkedIn, and turn AI into your custom marketing team to generate more revenue and outpace the competition. Mentions Perplexity Labs ⁠https://www.perplexity.ai/hub/blog/introducing-perplexity-labs⁠ Claude ⁠https://claude.ai Time Stamps 00:00 Future Marketing Playbook with AI 03:00 Building Ideal Customer Profiles 06:07 Building Customer Profiles Efficiently 11:15 Targeted LinkedIn Audience Strategy 14:15 Targeting KPIs for Growth Audiences 17:01 New Metric Clustering for Marketing 22:03 Micro Audience Engagement Strategy 26:04 Expanding KPI Seed List 27:03 Micro Audience Targeting via Synergy Host Links: 📲Kipp Bodnar, https://twitter.com/kippbodnar 📲Kieran Flanagan, https://twitter.com/searchbrat ‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke. About the Show Kipp Bodnar, HubSpot’s CMO and Kieran Flanagan Hubspot's SVP of Marketing, lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.