← Marketing Against The Grain
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We'll be right back to today's show. But first, here's a quick word from HubSpot. Marketing in 2025 is wild. Savvy customers spot fake messaging instantly. Privacy changes make ad targeting a nightmare, and everyone needs more content than ever. That's why you have to have HubSpot's new marketing trends report. It doesn't just show you what's changing, it shows you exactly how to deal with it. Everything's backed by research, but focused on marketing plays you can use tomorrow. Ready to turn your marketing hurdles into results. Go to HubSpot.com marketing to download it for free. Nobody's talking about Gemini 2.5, the brand new model from Google. Because everybody's over building anime images in ChatGPT, I'm here to tell you it has blown my mind with how good it is. I'm going to actually show you my kind of behind the scenes professional workflow that I use to do amazing research and deep research, then craft an incredible prompt to build a marketing strategy and then put that in Gemini 2.5. And it's going to craft not only the best marketing strategy that I've ever seen from an AI model, but it's going to actually make the different components of that strategy into actual assets that I could go and put in a tool like HubSpot and get out to my customers. Imagine immediately it's taking work that would have normally taken weeks and condensing it into day or two. So if you're ready to grow your business, then you want to stick around. Let's get right into it. Hey everyone, I've got a big show for you today. We're talking about Gemini 2.5. It's the smartest model out there. It has gotten way overshadowed by OpenAI's image generation release. But I'm going to break down for you exactly how smart it is. I'm going to show you how to build the best marketing strategy possible with it for free. And I'm going to show you a really good workflow of how to actually do that. So first let's talk all about Google Gemini 2.5. It is a very, very important release that no one is talking about. And why is nobody talking about it? Well, nobody's talking about it because OpenAI image generation basically blew up the Internet and it's all everybody was talking about. But what Gemini is doing is adding far better and more advanced reasoning capabilities. And especially if you are writing code to build software, people are loving it. People were begging for Gemini 2.5 to be in cursor and the tools that they use to code some of the core benchmarks that are used to kind of grade these models. Gemini 2.5 Pro is way better than a lot of the other models that we all think about and talk about on a regular basis. It's got really advanced reasoning and really advanced coding. Now look, if you're watching this show, you're probably not a hardcore coder. Cause I'm not a hardcore coder. We're here to talk about marketing. We're talking about growing your business. So what I wanted to do was to show you all and I wanted to test how good Gemini's reasoning really was. And for non coding reasoning, a great task that I think is building a strategy. Can I give you some information and can you build me a deep and thoughtful strategy? And if you're a fan of the show and if you've already subscribed, if you haven't hit subscribe, you've seen me do this throughout the course of the last year or two where we continually test these models to see how good they are at generating strategies. And so I want to give you a little bit of tips and tricks here right now. And I want to show you how to build a really great prompt for Gemini. I just happen to have my ChatGPT window open, so I used it to write the prompt. You can use Gemini, you can use whatever you want to write the prompt. But I use ChatGPT03 mini because that's what I had. And I asked it to write a prompt for a marketing strategy for HubSpot's customer agent. It's our brand new AI agent that is amazing at handling customer support inquiries. It's a great product to flex a bunch of support requests from human based sales reps. People are loving it. And so what I had is I clicked deep research down here and I didn't do a deep research project on customer agent because I was being lazy. I know I have all this collateral about customer agent. I just wanted to see what it would go and find and package itself. And, and quite frankly, you can do this for any of your products of your own or even a competitor's product or just a product you're interested in. Have it do a deep research. Then I asked it to build a prompt to use an LLM. So it did a bunch of thinking. It took like 10 minutes or so and it came back with a really in depth overview of our customer agent. Broke down what its key features are on brand natural conversations, seamless handoffs to human integration with CRM for personalization. Typical ways you would use it. High customer satisfaction, attention, all these things people want, right? And talks about its integration with our other tools at HubSpot. A very, very in depth piece of research, right? Then I said, great, take all of this. And because it forgot to do the marketing campaign, I said I wanted a marketing campaign for email advertising, my website, those things. I said, hey, can you do that prompt that I had asked you for? And it wrote me this really awesome prompt. And a killer workflow is deep research. Use that Deep research to write a prompt for you and then use that prompt in the best model appropriate for that prompt. In today's case, we're going to use it in Gemini 2.5 deep research. So I'm going to take this prompt which really breaks down and if you want we can share this prompt with all of you. As you can see, way better than if I were just going to come up with something on my end. And so I'm going to come over to Gemini, going to paste in this prompt. And that I think is pretty awesome. Also at the end of this, I want to give Gemini all the information possible. So I'm going to actually come back up here and I'm going to share the actual raw deep research because it summarized this research in my prompt. But I find, and this is another tip, that the more context you provide, the better. And so I'm going to copy and paste this back over to Gemini. No magic tricks here. And then you can see I'm in gemini.google.com and I have picked 2.5 Pro experimental, the brand new, new, the best model that Google has. And now we're going to see and we're going to see it together and it's going to crunch all the information I give it. And now it's thinking and a reasoning model. You will see what it's doing here. It will always show you one that it is thinking and you can look at its thinking. So you can look and see, hey, here are the different things it needs to do. I need to understand the request the user is asking of me. Deconstruct the product information, structure a marketing plan. So it's telling you like that's the work it's doing. And I'm keeping a timer on all of this. This is pretty quick. We're doing this in real time. This is like I think a minute or so. So very fast time to value here, very fast time to come up with a strategy here. And so now if you've watched the show before and again, if your first time, hit like and subscribe. If you like what you're seeing, hit like and subscribe. What you're gonna wanna do is now do a review and I'm gonna give you my honest breakdown of like as a marketer. Do I think this is good? Do I think it's okay? Do I think, oh man, I would just could totally redo this. And then I'm going to give you a summary of how I think this compares to other strategies that I've done in all the other models, other versions, Gemini, Claude, ChatGPT, everything. Historically I've really liked ChatGPT 4.5 or 01 Pro or Claude 3.7 for marketing strategies. I felt like those have been the best models for building marketing strategies. So let's see, we've got HubSpot Breeze customer agent B2B marketing strategy campaign. It's giving me an executive summary. This marketing campaign aims to establish HubSpot Breeze Customer Agents as a leading AI powered support solution for mid market companies and enterprise solutions. It's going to leverage our seamless integration, multi channel strategy, blah blah blah. Great. Basically it gets the assignment now. Target audience and segment mid market 1 to 2000 employees. Got that right. Enterprise 2 to 2000 plus employees. I didn't tell it that. Through the deep research and through all the information it has about HubSpot it's able to come up with that Showing key industries. Yeah, these are looking like some really good key industries for us. Key decision makers. Personas. I didn't tell to break it out Personas. This is a good example of wow. It's doing some really, really great reasoning. Customer service VP of Customer Service Support Managers, cto, cio, Head of it, CEO Business leaders. These are all the right Personas. These are all the type of people who would be making a decision about the product. So so far very good work in terms of setting the stage for a campaign. Now, Value proposition and core messaging. The core value proposition is effortlessly scale your B2B customer support with Breeze Agent, an intelligent seamless integrated chatbot that Delivers trusted on brand 247 automated service using your existing knowledge. Very good. I'm very much aligned with that. Key messaging pillars, effortless setup. At HubSpot we build products that are easy, fast and unified and that's kind of the positioning on our website. That's what you would understand. And so I want to see if it's getting that oh, integration Unified. Yep. Ease of use. Yep. Trusted and accurate Scale efficiency, reduce cost enhanced Satisfaction. It kind of got the fast, but it definitely got easy and unified. So like generally pretty good. Like I would probably go in and edit a few of these value props but like it's not like oh gosh, it totally missed the mark. So far I'd say this is better than most of the experiences I've had in building a strategy in an AI product. And now I like this. It's doing tailored messaging snippets for the individual kind of levels of decision makers for CTOs, for managers, for VP. I like that. I've never seen an AI model do that and I like that a lot. Channel specific strategy. Now this is where the rubber meets the road. I love a good channel specific strategy and so I want to understand is it actually good at this? So website. Oh, we're going to have a dedicated landing page and it's giving me the content which is compelling headline and what's great is I could go and highlight any of these and ask it to like give me the whole landing page. Say give all of the text and info for the landing page, right? So you're like, okay, cool, I like what you're saying here, let's do that. And so while it is making that, let's go back through what is a very detailed strategy. Right? And so dedicated landing page. It's giving you what you should do on the service hub product page. It's showing you blog articles, benefits of AI chatbots for B2B support, how to scale support without scaling costs, breeze versus competitor. These are smart, reasonable things. What they're not is like very thought leadership, high point of view things. And I think if I had dropped a section of like, this is what we believe, this is why we're different. Here are provocative takes on the market. I think all of this would be much better. Better. And that's something. If I was iterating on this strategy, one thing I would do. So we've got case studies and testimonials, we've got a bunch of those. Social media strategy. Interesting. It's giving us an opinion, primarily LinkedIn and it's saying short form videos on LinkedIn that is very savvy. No one has done that yet. As a marketer who's in the game, I can tell you that there is arbitrage in short form videos on LinkedIn because LinkedIn's pushing its video product, we're doing a lot more with video. So to have an AI model pick up on this and the importance of this, very, very good. Let's see, share content Regularly. Yep, yep. Influencer collaboration. Okay. Work with some influencers for sure. Email marketing. Yep. It's running campaign types, awareness, consideration, decision. That's pretty good. LinkedIn ads. I would say traditionally these models are probably worst when it comes to ads in terms of where should they place them for effectiveness. So it's saying some LinkedIn ads here. We have hit or miss experience with LinkedIn just because sometimes the costs are really high on LinkedIn versus maybe Google or Meta or other platforms. But if you are not an expert marketer, I will tell you right now, this is very good. Like if you are running a small business and you're like, I don't know what to do, I just need to do this. If you literally followed this advice, you'd have a better marketing campaign than like 80, 85% of companies out there. And that's a really good place to be at. It's even covering, retargeting, giving me more sophistication here, which I like. It's giving us our content pillars, thought leadership, which is interesting. It has an interesting angle. Again, I think if I'd given an interesting angle, it would have been better. Use cases and ROI so far. Measurement optimization and KPIs. I love that. How to optimize. So running a B tests, refine audience targeting. I didn't give it a budget intentionally because I just wanted to see what it would do. And it gave me an allocation of where we should spend our money and time. And it's not wrong. I would spend a little bit more on content and social, less on ads. But it's, it's like directionally pretty good. It's giving us a timeline and project plan. I, um. Overall, very, very good. Let's see what it did on the landing page. Okay. It then gave me the entire landing page that I could then go and edit. And it's telling me what type of visuals it needs. It is giving me a product solution section. So I could literally go through each of the sections on this plan and just say, build it for me and I'll have one massive thread of an entire marketing campaign. It's not just a strategy, it's actually a campaign builder. And I think that's one of the differences with these new really advanced models is the older models were good at like helping you organize, structure, give you like an outline, and then they got a little smarter and they could actually like do a pretty good strategy for you. Now they can do the strategy deep enough and then they can build out the different assets at a good level. Of quality for each part of that strategy. Like this is a very in depth breakdown of this landing page and exactly what you would want to do. Social proof and trust section. Use case snippets like this is basically like a primetime product page. Like if you're doing good product research and product marketing, this is the type of page you would build. So what do I think? I think the Gemini 2.5 has built the best marketing strategy that an AI that I have worked with has done to date. And I think unequivocally this is the best model. If you were going to take a really good prompt and really good research like we started with, remember those are key and turn it into not just a full on marketing strategy but a full on campaign. I think Gemini 2.5 can be your entire marketing campaign builder. You can take all of this, go build it in a tool like HubSpot and get it out the door very quickly. Like if this was just me I within one to two days could have everything built for this entire campaign other than the visuals. And I'd probably go over to ChatGPT4O Image and do the visuals and maybe next time that's what we'll do on a future show is we'll take like a core asset and show you how you actually build it real time. Drop a comment down below if you'd want to see a show covering that. It's pretty awesome. So I would highly recommend if you haven't, try Gemini 2.5. It is free, which is mind blowing because Google's trying to pick up some market share. They want to be a leader in this AI race. And right now if you were trying to grow your business, there's a huge arbitrage. And that arbitrage is that you can go use Gemini 2.5 for free to build great marketing strategies and to build the V1 of all those assets that you can then go edit the copy, put a tool like HubSpot and get out to your customers, which is really, really remarkable. So check out 2.5 hit like subscribe if there's any questions you have. Leave those in the comments. We'll see you really soon on Marking against the Grain. We'll be right back to today's show. But first I want to tell you about a podcast I love. It's called Nudge. It's hosted by Phil Agnew, brought to you by the HubSpot Podcast Network. Ever noticed that the smallest changes can have a big impact on Nudge? You learn simple evidence backed tips to help you kick bad habits, get a raise, grow a business. Every bite sized 20 minute show comes packed with practical evidence from admired entrepreneurs and behavioral scientists. Nudge is fast paced but still insightful with real world examples that you can apply if you're a marketer. You're going to love this show because it discusses the psychology behind stellar marketing. They just did a great episode titled 99.9% of ads are Genuinely Awful. With Tom Goodwin, you can learn why so many ads today are ineffective and what marketers are getting wrong. Listen to the Nudge wherever you get your podcast.