Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson | Presented by Marigold"

Episode: SPECIAL GUEST!! CMO Thryv Tami Cannizzaro→ AI for Small Businesses! | Ep. 395
Release Date: August 15, 2025
Host: Jay Swedelson
Guest: Tammy Canizzaro, Chief Marketing Officer at Thrive
Sponsor: Marigold

1. Introduction to the Episode and Guest

Jay Swedelson opens the episode by introducing Tammy Canizzaro, the Chief Marketing Officer at Thrive, highlighting her extensive experience with previous roles at major companies like IBM, eBay, and Oracle.

[00:01] Jay Swedelson: "We have an incredible guest, a really good friend of mine, Tammy Canizzaro is here now. Who's Tammy? Tammy is the chief Marketing Officer at Thrive. ...she's a really big deal."

Tammy expresses her enthusiasm for joining the show.

[01:00] Tammy Canizzaro: "Thank you so much, Jay. Great to be here."

2. Understanding Thrive's Marketing Strategy

Jay inquires about how Tammy manages Thrive's diverse range of services and effectively communicates their value proposition.

[01:02] Jay Swedelson: "Thrive does so much stuff... How do you wrap your mind around your go to market and actually marketing Thrive?"

Tammy explains Thrive's focus on providing utility to small business owners through comprehensive marketing strategies and technology solutions.

[01:30] Tammy Canizzaro: "We tried to provide... utility for our customers. How can we help small business owners with their marketing plans... and engaging customers and getting repeat business."

She emphasizes the importance of producing valuable content to attract and assist small businesses, regardless of whether they become Thrive customers.

[02:19] Tammy Canizzaro: "...even if you decide you're not a customer... you can get a lot of value out of the relationship with Thrive."

3. AI Adoption Among Small Businesses

The conversation shifts to the growing influence of Artificial Intelligence (AI) in small business marketing.

[02:54] Tammy Canizzaro: "We did a survey, we just recently did a survey and it turns out that over 50% of small business owners are starting to use AI."

Tammy highlights that the strategies for being discovered through AI align closely with traditional SEO practices, emphasizing the continued relevance of strong online listings, keyword strategies, and active content updates.

[02:54] Tammy Canizzaro: "The only thing I'll say is user generated content... becomes even more important for you to focus on in the world of AI."

Jay adds observations about AI integration in platforms like Reddit, reinforcing the necessity for small businesses to engage in community forums and user-generated content spaces.

[04:07] Jay Swedelson: "...it's like it's table stakes now, right? I mean, is that like what we have to focus on?"

4. Leveraging AI for Managing Customer Reviews

A significant portion of the discussion centers on utilizing AI to manage and respond to customer reviews efficiently.

[05:14] Tammy Canizzaro: "With AI, you can have it generate automated responses so your customers get responded to right away."

Tammy outlines how AI can help small businesses maintain an active online presence by promptly addressing both positive and negative reviews, drawing from best practices of top brands.

[06:30] Tammy Canizzaro: "AI can really pull in all the best practices for how you handle negative reviews and give you that expertise at your fingertips."

Jay underscores the simplicity and effectiveness of this approach, especially for small business owners who may lack dedicated departments for customer engagement.

5. Overcoming Reluctance and Embracing AI

The conversation acknowledges the initial hesitance among small business owners towards adopting AI technologies.

[09:37] Tammy Canizzaro: "There's a reluctance... but we're all on a learning curve. Really get in there and try it because there's really almost nothing you can do."

Tammy encourages small business owners to explore AI tools to automate routine tasks, thereby freeing up time to focus on core business activities.

[07:36] Tammy Canizzaro: "With AI... you can automate all that and use AI to really make it pretty easy to generate... lots more repeat business."

Jay compares the current AI adoption trend to the early days of Amazon, highlighting a shift from skepticism to recognizing AI as a game-changer for business operations.

[08:51] Jay Swedelson: "It's like the early on small businesses were like... now everyone's like, this is a game changer."

6. Competitive Advantage Through AI

Jay introduces the concept of using AI for competitive analysis, allowing small businesses to evaluate their competitors swiftly.

[11:21] Jay Swedelson: "You could... ask AI to analyze their pricing, their marketing, their offers. Tell me what they're doing and tell me what I'm not doing and boom."

Tammy confirms the utility of AI in helping businesses refine their positioning and pricing strategies to stand out in their local markets.

[11:45] Tammy Canizzaro: "...helping you position or pricing."

7. The Future of AI in Small Businesses

Looking ahead, Tammy envisions AI becoming even more integral to small business operations, particularly through advanced AI helper bots that assist with various business functions.

[12:02] Tammy Canizzaro: "This generation of AI... AI is almost going to kind of take the lead... helping to... with the learning curve on how to use and how to prompt."

Jay shares his own experience with AI prompting, highlighting its evolving nature and increasing accessibility.

[13:00] Jay Swedelson: "I almost don't even know if you need to be great at prompting anymore..."

8. Personal Anecdote: Tammy's Use of AI

Transitioning to a more personal note, Jay asks Tammy how she incorporates AI into her daily life beyond her professional role.

[13:24] Jay Swedelson: "How does Tammy use AI in her life?"

Tammy shares her experience using AI to plan her wedding, demonstrating practical applications of AI in personal planning and decision-making.

[13:55] Tammy Canizzaro: "I've just started... asking ChatGPT... where should I get married?"

9. Promoting Thrive’s GROW 2025 Event

The episode concludes with an announcement about Thrive’s upcoming in-person event, GROW 2025, scheduled for October 16th and 17th in Arizona. Tammy outlines the event’s focus on introducing a three-step growth methodology tailored for small businesses, featuring prominent speakers like Barbara Corcoran, David Heath, and Jay himself.

[15:12] Tammy Canizzaro: "...three steps to growth... Barbara Corcoran of Shark Tank... Jay Swedelson... speakers from Google and Yelp."

Jay promotes an exclusive discount code for listeners, encouraging attendance and emphasizing the value of the event for small business owners.

[14:49] Jay Swedelson: "25% off to attend GROW. ... the number one incentive to go to this thing."

10. Closing Remarks

The episode wraps up with mutual thanks and a lighthearted sign-off, reminding listeners to subscribe and engage with future content.

[17:05] Tammy Canizzaro: "Thank you, Jay. We're excited to see you in October."

[17:08] Jay Swedelson: "Subscribe to make sure you get the latest episode each week... GuruEvents.com check it out."

Key Takeaways:

• AI Adoption is Growing: Over 50% of small business owners are embracing AI to enhance their marketing and operational strategies.

• Consistency with Traditional SEO: Effective AI-driven marketing aligns closely with established SEO practices, emphasizing the importance of online presence and content updates.

• Automating Customer Engagement: AI tools can streamline responses to customer reviews, providing timely and professional interactions to maintain an active online reputation.

• Overcoming Reluctance: While initial hesitation exists, practical AI applications can significantly reduce the workload for small business owners, allowing them to focus on growth.

• Competitive Analysis: AI offers powerful capabilities for small businesses to analyze competitors and refine their own strategies for a competitive edge.

• Future Integration: AI is poised to become even more embedded in small business operations, with advanced tools assisting in both professional and personal tasks.

• Community and Support: Events like Thrive’s GROW 2025 provide valuable opportunities for small business owners to learn, network, and leverage AI for business growth.

Notable Quotes:

• [02:54] Tammy Canizzaro: "Over 50% of small business owners are starting to use AI."

• [05:14] Tammy Canizzaro: "AI can really pull in all the best practices for how you handle negative reviews and give you that expertise at your fingertips."

• [07:36] Tammy Canizzaro: "AI can automate all that and use AI to really make it pretty easy to generate... lots more repeat business."

• [13:24] Jay Swedelson: "How does Tammy use AI in her life?"

• [15:12] Tammy Canizzaro: "Three steps to growth... Barbara Corcoran of Shark Tank... speakers from Google and Yelp."

Final Thoughts:

This episode of "Do This, NOT That!" provides invaluable insights into how AI is transforming marketing strategies for small businesses. With expert guidance from Tammy Canizzaro, listeners gain a comprehensive understanding of practical AI applications, overcoming adoption challenges, and leveraging technology for sustainable growth. The promotion of Thrive’s GROW 2025 event further offers an opportunity for small business owners to deepen their knowledge and network with industry leaders.

For more actionable marketing tips and strategies, subscribe to "Do This, NOT That!" and stay tuned for future episodes.