← Marketing Against The Grain
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- [00:01]
Kieran
Okay, we are in the Cloud4Hype cycle. You've heard about Claude4for coding, you've heard about Claude4for agents. We're going to tell you the best new feature of Cloud4 and it's how it integrates with all of your tools. And we're going to give you three use cases that you can use today with Cloud4 that are going to blow your mind, save you hours and hours of work, and make you instantly better at what you do overnight.
- [00:31]
Unknown
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- [00:33]
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- [01:00]
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- [01:03]
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- [01:20]
Kieran
All right, on this show, what we are going to give marketers is the holy grail. We are going to show them how to use the New Claude Model, Claude 4 Opus, and how to basically automate all of their updates, all of their marketing updates, so they can give their manager weekly summaries, monthly summaries, they can give their exact team summaries and stories, whatever they need to do to demonstrate their work today. How you do that, you go figure out your emails, you go look at Google Drive, you put together a bunch of slides, and we're not going to stop there. We're going to show you how you can use cloud to do all of your marketing updates. You never have to do that again. And then we're going to show you how you can get feedback from your manager on those updates using AI before you even have to send them to your manager. How about that?
- [02:03]
Unknown
Yeah, your manager is basically not going to even have a worthy job, you know, because they're going to provide all of the feedback in kind of a virtual version, which is pretty wild, I think. Kieran, one of the things that I would lead with for today's show is that if you see us do a show on Claude, Claude's superpower is connecting with other applications. It is going to be the best frontier model at connecting with other applications. We're not going to be out here telling you how good the new Opus 4 model is. It's good, I like its writing, it can do some Good stuff. But the magic is in the ability to understand and interpret data from lots of different applications and sources. Right.
- [02:39]
Kieran
What's happening is this was last week. So Zapier basically integrated with Claude, which means that they are able to bring all of their workflows, these kind of automations, right into the Claude model using mcps. And we've talked about MCP before, it allows the AI to call tools, to call different software and to perform tasks through those tools. So today what you can actually do is start to use all of these different software applications through Claude. Because Claude is now integrated into Zapier, you can do lots. And we're going to show you some of the power when it's integrated into Asana, Google Drive, your Calendar and email.
- [03:20]
Unknown
But if you use App here, you can integrate it into almost everything. Right.
- [03:23]
Kieran
8,000 apps.
- [03:24]
Unknown
Yeah, we're going to be doing more shows on that in the future. But these are some of the core integrations that you and I use and I think most people would use. And Asana is a proxy for any type of project management software you would use. We use Asana at HubSpot. But whatever you use, you can now connect through Zapier. Right, Right.
- [03:40]
Kieran
So do you want to show them how you connect to Santa and then start to build, have AI do all of your marketing summaries?
- [03:46]
Unknown
Sure can. Okay, so when you are in Claude, this is my HubSpot Claude. One of the things you're going to see is settings. And when you go over here to settings, you have your whole profile setting, you have account, all this stuff. What you want to do is integrations. Integrations is going to show what Claude has access to. And right now I can access anything from my Google Drive, Gmail, Google Calendar and Asana, which is my project management system of choice. Right, right. So that's all pretty cool. And mine already say connected. If you didn't have them set up, you just have to click Connect and then oauth into them. What I've done, Karen. Right. Is Claude has access to my Asana workspaces. Right. What I had it do is I had it write. I literally gave it a very basic prompt of. Can you give me a prompt to look at our projects in Asana and give me a summary of marketing team? Like blocker is a progress. Okay. And it came back with like a pretty standard prompt, which is awesome. Depending on what type of deep dive you wanted to do into your personal work or your team's work, I've done this with like Calendar or Google Drive. If you want to look at, like the work you're doing with yourself. But that's what we're doing. And so for Asana, it says like, current blockers, progress overview, key project analysis, team performance metrics and recommendations. Right. Like, these are all the things you would want to know in looking at how, like, any team is doing. Right.
- [05:15]
Kieran
So just to make sure people realize, there is 600 marketers in HubSpot, they're all using Asana. For you to be able to distill it into that kind of view, it would take a bunch of people coming to you with like, different versions of their updates. Right. And you're able to, in one ask, consolidate all of that into a pretty easy to read summary.
- [05:34]
Unknown
Yeah, let's be honest with you. The other way to do this is either I go and build a bunch of manual reports in Asana and kind of interpret it, or people build all these decks and I take all these decks and basically dump them in an LLM and ask ChatGPT or Claude to put it together. Right?
- [05:49]
Kieran
Right.
- [05:50]
Unknown
Instead, nobody has to do any work other than use the project management software like they're already doing. Right. There's no extra work for anybody. And I don't have to go build any dashboards or more complex work. I can just do it here in Claude. And so I then ran this prompt and you will have to allow access. It asks you every time it's accessing your data, like, hey, can I go into Asana and get this data? And so now it is thinking and checking on everything. It does take a few minutes when you're using all these integrations, like, that's the other thing I would say, like, this has already been running for probably like two or three minutes, and it's probably gonna take a couple minutes before it actually comes back. It's one of those things where you're like, oh, why? Why does this take so long? And then you're like, oh, this would've taken me five hours to do manually by myself. But I'm gonna complain that it takes like seven minutes to pull this up. Right.
- [06:44]
Kieran
That is the crazy thing is you just get used to a higher order of efficiency. You're like, hey, why does everything take so long? Mine is like going across all of my different channels and starting to kind of build this profile. We're going to show people how to do so it can give feedback to my team and it's going to take two, three, four minutes. But what it's doing is going across my entirety, all of my Email, all of my Google Drive, all of my Asana updates to kind of figure out my communication style and what are the kind of problems that I dive into and how do I do that?
- [07:14]
Unknown
Yes, I think AI as a coach for any aspect of your life is drastically underrated. For what it's worth, I saw there's like a physical device called PLOD that like magnetizes to your phone for any in person conversations, either phone or in person. So like you could get that and just like record all of your actions with your child and be like, all right, tell me how to be a better parent. Right.
- [07:39]
Kieran
The thing that we've talked about for some time, that is actually really starting to happen in, but I think it's happening without people maybe realizing it's happening, which is, is all of these AI models want to be your personal assistant. I will say it has changed over time. Where it was like, hey, like Google want to be your personal assistant. Claude does. OpenAI does. They're all kind of vying for the same customer. I don't think that is true anymore in that I think CLAUDE has given up on the chatbot space. I don't think it is trying to be like the AI assistant. It is trying to be the model that powers agents, that powers the enterprise, and becoming like an infrastructure company. And so I think most of the updates even in Claude 4 are very much like infrastructure companies now. They've got the zapier integration, they've got all of these different ways that they can power other people's agents in a very powerful way. But the more you work with these models, the more they're going to know about you and the more they're going to be able to like personalize all of the ways they work towards you. And now they have access to all of your tools and so they can see the way you work across tools. They can start to really personalize your experience to them. And I think that is starting to really be felt now. We have memory from ChatGPT that, you know, started to feel that way. Claude has memory. All of these different products have much more access to all of the things that you do. And so I've started to really feel that way where it does start to feel like a assistant personal.
- [08:59]
Unknown
To me, it's pretty wild where we've come so quickly. Like you and I had a big debate of like, oh, is ChatGPT gonna be for the enterprise of the consumer? First of all, it seems like OpenAI is going to be for everybody and going to be the next big Consumer company, but it seems like they are going to be slightly more consumer, they're going to build consumer hardware, devices, all of those things. It seems like Claude is going to be kind of the winner for the enterprise and the B2B use cases. Right. And if you're a more savvy business, you're going to probably end up using both for different use cases. Right?
- [09:27]
Kieran
Exactly.
- [09:28]
Unknown
Okay, so as you can see here, what it does here and that I do think is good, it tells you what aspects of, of like a different application it's looking at. So it's searching. Told me it's like looking at Asana project, task counts, tasks, project searching, different parts of Asana. And then what's interesting is I've got three tasks on hold with like our marketing enablement team. I've got some overdue tasks, right. That are across different parts of the team. I've got some tasks due today. So you can really run this on like a daily basis, which is pretty cool. And then we have a priority around how do we become the best AI first marketing team in the world. And so what are some blockers to that plan? And it's like, oh, we are still figuring out some of our AI use cases. Well, you and I are on that. We know that's happening but like if we weren't on that, like that would be a really good flag being like, hey, this is really important to us, why is this not happening? And then it's giving us like a pretty decent progress overview by team. And these are just like some teams, I didn't have it do like a big comprehensive thing. It can do analysis of our key projects, which I think is pretty cool. Team performance metrics recommendations which I think are really cool, which is basically address the things that are not done and in a good place. And then what I like that it did is short term improvements, the next two weeks. So what do you need to do to change the momentum, change the trajectory of the work your team is doing? It's like, hey, you should implement weekly status reporting for all active projects. We have that for some, but we don't have it for all. So that's actually a pretty good idea. Right. And that's something that you've actually worked on on our team. And then there's just some like cool strategic recommendations. Like the strategic partnerships project needs clear deliverables beyond like just scheduling outcomes. Right. So it's like actually pretty good. And what's cool is that you can go back and forth with this and just deep dive into any of these aspects and ask specific questions. And this is meant to be generic because I'm not trying to share a bunch of HubSpot information and everything. Right. But if I were doing this for real, I would have an even more detailed prompt right where it's specific teams. I'm worried about all of those things basically in one place where I can have a uber customized, uber personalized view of specific top priorities, projects or teams that I might be extra focused on.
- [11:57]
Kieran
Right. I think you can actually again craft the updates to your need.
- [12:06]
Unknown
We'll be right back.
- [12:07]
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- [13:00]
Kieran
Let me pull this up because now that it has memory, it can really say some things about you. So let me say, based upon what you know about me, give a summary to a new person. I'm really hoping that my AI summary is not going to be incredibly direct and pointed because then I'll have to like go back through my communication style and really rethink the way I'm communicating with people. One of the things that's really good to do is to create these how best to work with you docs. When you meet a new person or you have a new team, you can basically give them the doc and they understand like how you work. I always do it. I find it really good.
- [13:37]
Unknown
It is really good.
- [13:38]
Kieran
So I want to show you a version. Because I work in ChatGPT so much, it understands me pretty well. But I'm going to give you this version and then I'm going to ask it to like be honest, like what are the things you would tell that person that no one else would tell me? So it gives me like all of the right things like proactive and autonomous.
- [13:53]
Unknown
I'm not looking to micromanage outcome oriented.
- [13:56]
Kieran
Structured and clear communication. I value BREVITY and clarity, whether in slack decks, bullet points, long paragraphs. Like, all this stuff makes sense. Async by default. Like, I actually think you can get a lot of stuff done by Async. Builder's mindset. Accountability driven. He appreciates thoughtful contrarian thinking. If you disagree, say so. He'll match your pace and intensity. If you raise the bar, he'll back you. Fully Respect his time and energy. Well, this isn't. He's balancing a lot, including being a dad. So concise. Whooper. That's all right. Okay, so let's see. This is great. Tell me three.
- [14:25]
Unknown
Tell me the hard truth.
- [14:26]
Kieran
Yeah, tell me three hard truths about the challenges in working with me so I can be honest with this person. All right, let's see what it gives me here. I haven't done this one before, so let's. Hopefully it's not too bad.
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Unknown
I love the emoji.
- [14:42]
Kieran
Warning.
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Unknown
Warning. You're about to not be happy.
- [14:46]
Kieran
You might feel fine if you're not proactive, especially if you want to be told what to do. Or slowly movement communication. You lose triple. Actually, a good friend gave me that feedback last week in our offside and they give it to me as something I need to improve upon. So that's pretty good. He has a sharp eye. Half baked thinking won't fly. Kieran is great at spotting weak logic, unclear thinking or fluff. He sets a bar high, doesn't always pour. So these are all too nice.
- [15:08]
Unknown
These are way too nice.
- [15:09]
Kieran
These are great, but still make me sound amazing. What are some hard truths? But what am I not good at that people will find challenging? He'd probably say something like, kieran dislikes people, everyone.
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Unknown
Oh, the puzzle emoji. He's not always great at slowing down to a line. Oh, I also have this one.
- [15:33]
Kieran
Yes, that's a good one.
- [15:40]
Unknown
Because it's true.
- [15:41]
Kieran
It's so true. He can be met with tense and emotionally 10 steps removed. Kieran thinks in systems and long time leverage, not interpersonal minutiae. What the Is it? Listening to me? That means he may not always sense when someone is overwhelmed, unclear, or demotivated. Holy. Unless you tell him yes, he's not cold. Just focus. Jesus.
- [16:01]
Unknown
I've never felt so seen by by anything in my life.
- [16:04]
Kieran
And it's AI that is the most. I've never been able to articulate this.
- [16:08]
Unknown
I've never have either. Because you and I, you're the same.
- [16:11]
Kieran
So do you want me to copy and paste this so you can start using this?
- [16:15]
Unknown
Can we have this summarize to a T shirt that we could wear like every day for like a month to kind of just make sure everybody realizes.
- [16:22]
Kieran
Dude, this is you as well and me. This is so true.
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Unknown
Yeah, yeah.
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Kieran
Look at this one. What do you always say? Prioritize momentum of a process?
- [16:30]
Unknown
Yeah.
- [16:30]
Kieran
Oh, f. Okay. This has blown my mind. This has freaking blown my mind.
- [16:35]
Unknown
When you get deep, it gets real, man.
- [16:36]
Kieran
Is it bad that this has been able to articulate some things about me better than anyone else has been able to do it?
- [16:42]
Unknown
That's the whole thing with memory and using these products is that they have these deep understandings of everybody as an individual, which has a whole lot of consequences, positive and negative. But if you are obsessed about self improvement, there's nothing better that's ever existed in humankind. Yeah, right. If you're like, hey, I just unabashedly want to get better every single day, which is, I think our mo. Kieran, we're just like, I don't really care. You can tell me I'm a terrible person. I don't really care.
- [17:10]
Kieran
I just, I try to tell me.
- [17:12]
Unknown
Everything you want to do. I will take none of this personally. I will just be better tomorrow than I am today. And that's all I actually care about.
- [17:19]
Kieran
I literally tried to explain that to someone last week, which is, you know, you have to remember that I'm not asking anything of you that I'm not asking of me in that you can literally tell me anything and I don't care as long as we are moving in the right direction.
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Unknown
Yes.
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Kieran
But I've never heard such a better articulation of like 10 steps ahead and 10 steps, maybe emotionally removed.
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Unknown
Steps. Emotionally removed.
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Kieran
I was like, shit, I get called. You and I are the same. Like way too logical. That's the thing that always people throw. You're just way too logical. But like building upon that. And so what have I done here? Because I'm going to take your update if you can just slack me. It's.
- [17:52]
Unknown
I did already.
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Kieran
Okay. You slacked me. Okay.
- [17:53]
Unknown
I'm 10 steps ahead and 10 steps emotionally removed.
- [17:57]
Kieran
You're 10 steps, but just emotionally removed. So this is my AI profile, so it's not gonna be perfect, but it actually is built from real comms. It's gone across all of my email, all of my G drive. And so it's built a working style decision making approach which is speed versus deliberation. I've seen some stuff in here and I think it got some stuff wrong. So it makes pragmatic decision When Roblox merge. Okay. It's picked up in an email. This is picked up in an email from yesterday. This is literally an email. Yeah. When vendors become difficult to work. That's so specific that if someone's watching this, I'm sorry. Data versus intuition, value, strategic context. So it doesn't get bogged down in over analysis. Pretty true. Collaboration preferences, delegates, decision making, proper teams. So it's giving me all of these because we're going to use this to give you feedback. Comfortable with escalating to leadership sell dc this is so good actually I could make this much better but it's got a ton of stuff here just from going over my docs.
- [18:57]
Unknown
It's a good first path.
- [18:58]
Kieran
It's a good first path. All right, so basically what I've done is created a protocol that has a working style and basically how I make decisions, how I priority management. What is my risk tolerance? High interest in AI technology innovation, agent AI. That is also from an email I sent yesterday.
- [19:16]
Unknown
It's really in your head, man.
- [19:17]
Kieran
I don't know. Get this part. Budget risk, pragmatic about cost. 20k monthly contracts get scrutiny, especially for pilots. I know why it's got this actually. Vendor risk. Yes. Communication style. Look at it direct and honest. Pretty true.
- [19:29]
Unknown
Even if I know it's going to cause some awkwardness. Definitely true.
- [19:32]
Kieran
In the astic support for things he believes in conflict approach, acknowledges problems plainly that that sucks.
- [19:42]
Unknown
On the feedback delivery. It should say there should be like an asterisk. Unless it's about an emotional topic.
- [19:48]
Kieran
Look at this. Language patterns, key phrases.
- [19:52]
Unknown
Let's just move on. It's ultimately the team decision. I love what you were building. That sucks.
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Kieran
Did you have to do this for yours to send it to me? Ask about time and ability stream, non negotiable language, process compliance, render corporation and clear timeline. All right, so what we're going to do is take the update using my AI profile, give clear and concise feedback on this marketing summary on how the team can do better and what they should prioritize to solve. This has been the most enlightening. I am actually going to do some deep, thoughtful analysis on myself using Cloud ChatGPT. Oh God. Okay, here we go. So what we've done is used Asana to create your marketing summary and you can create in any kind of way you want and then I've obviously built it for myself. But because you have access to G drive and email, you'll have all of your interactions with your manager. Now the one that I'm waiting For and I can't wait to we have is slack because when you have slack in here it's going to be 10 times better. But this is obviously based upon AI. There's like context that the AI doesn't have that we know.
- [20:58]
Unknown
Yeah, it's not fully true.
- [20:59]
Kieran
It's not fully true. So basically talks about stop creating plans without execution frameworks. So it's pricked up on the fact that I like frameworks, methodologies. It's pretty direct. Look at this. Either commit to building it properly with quarterly milestones and clear dris or scrap it entirely. Half built strategic initiatives waste everyone's time.
- [21:16]
Unknown
Okay, you do think that like there's.
- [21:17]
Kieran
Some truth in the way that this would actually talk. This is pretty good. Actually Fix the resource disaster immediately. Don't let people burn out because okay, wow. Cut the dead weight.
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Unknown
This makes you sound like a monster.
- [21:30]
Kieran
What's the. Cut the dead weight. All right, so I know it's. I would have to look at that summary to see what it's picking up on here. What to prioritize Emergency resource rebalance. And it's obviously missing context but it's picking out some of the things that you know, I would normally pick out. Complete the three overdue tasks, make go decisions. So you can definitely finesse this. But I think it's a really good.
- [21:49]
Unknown
Example of look, as somebody who knows the work, I think it like misread some of the projects and tasks. But like it's a good simulation is what I would say.
- [21:55]
Kieran
Okay, so what it's a picked up on. So if we remove how blunt it was, I need to go back in and ask why the hell do you think I'm that blunt? What to prioritize. It's talked about resourcing. It's dug into the overdue make go no good decisions. Let's end with the positive. It's focused on all of the kind of like project management stuff. What is our biggest opportunity based on how my AI profile would analyze this summary and how would we invest more in it? So let's focus on less problems and more opportunity which I would do. And I actually would like to go back to my AR profiles to see if it spotted that. So it talks about the AI transformation, which is true. Okay, so it does a pretty good job. It looks for our biggest opportunity again using the way that I would look at things. So it knows that I'm very focused on AI. Talks about the problem here and talks about how you would invest in it differently. So it gives you some ideas on how you would actually invest in that project differently and then talks about the real opportunity. Okay. And then this one here is saying your profile suggests you'd cut 18 other work stream. What it means by that is that we would make more concerted bets, that we basically do a bunch of things and then over time we collapse that into two to three big bets. So I think like in terms of how I would think about stuff, it obviously needs some finessing, but you could definitely iterate a little bit more to create a pretty great profile of anyone within your work. And the cool thing here is obviously it's not going to replace your manager, it's not going to replace the person you want feedback from, but it gives you a way that they might actually dig into your problems. So you can actually go back then and re update your summary or finesse your summary. And based upon the feedback that you're getting from this AI profile. And I think it works really well. I think AI can mimic styles very, very well.
- [23:42]
Unknown
I think that's true. And I think the reality is you just can learn a lot faster. Right. If there's like a handful of people you work with and you have profiles for all of them, you can simulate their feedback. Used to be you're like, I can guess what they might think, but like I'm going to have to wait like a couple of days to hear back from them. Now you can get everybody's feedback initially and like really quickly, which just means you can move a lot faster, which clearly AI knows that Kieran and I like to move really quickly.
- [24:06]
Kieran
Right.
- [24:06]
Unknown
We are 10 steps ahead and 10 steps emotionally removed.
- [24:09]
Kieran
Emotionally removed.
- [24:10]
Unknown
That's the big takeaway from today's episode.
- [24:13]
Kieran
I'm now going to go and have ChatGPT stare into my soul and really find out some stuff about myself.
- [24:21]
Unknown
But look, the point of this show was to really show you some things you should be doing immediately with CLAUDE integrated into some of the core ways you work. And then we will be doing more episodes with that zapier integration to really show some cool use cases around, like how you can work better and do marketing better and grow your business better, because you can now apply this AI technology across all of the data and all the applications that you're actually using.
- [24:45]
Kieran
Right, Right, exactly. The speed at what you can work is just incredible if you use these tools. And I think we've given you a couple of ways that you could actually integrate them into your day to day.
- [24:54]
Unknown
I love that. We love the Claude 4 updates. They make all this much better shout out to the Claude team. Thanks for your work there. We'll see everybody really soon on marketing against the crane.