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- [00:01]
A
Before we get into today's show, here's a quick word from HubSpot. Cutting your sales cycle in half sounds pretty incredible, but that's exactly what Sandler Training did with HubSpot. They used breeze, HubSpot's AI tools to tailor every customer interaction without losing their personal touch. And the results were pretty incredible. Click through rates jumped 25%, qualified leads quadrupled and people spent three times longer on their landing pages. Go to HubSpot.com to see how Breez can help your business grow.
- [00:36]
B
We have just spent the last hour with an agent that we were totally under using and it has blown our mind. It is really the best copilot for marketeers and we're going to show you four incredible use cases. Use cases that are going to transform how you think about doing your work. We're going to show you incredible research, amazing presentations, incredible data visualizations and actual apps all built within the same agent. You can get all of these use cases and more. On this episode of Marketing against the Green.
- [01:25]
A
Hey everyone. On today's show we are going to show you the world's best market research agent. At the moment. This is an agent that marketers aren't using enough. But doing it is going to give you real insights into how to plan your own marketing, how to learn from the competition and just quite frankly how to grow based on learning from the best marketers out there in the world. Kieran, we are here to talk about something very cool. The company we're talking about, there's actually two. The first one is Manuscript Manus IM and Manus just got acquired by Facebook Meta recently and is going to become part of the Meta family of companies and it's a very good agent and you and I were early, early users of Manus I think like 18 months ago and it's gotten a lot better. But why we're doing this show today is because they just did A partnership with SimilarWeb and SimilarWeb is one of the leading providers of market data, market research, specifically marketing performance data, data on the Internet and you can now very easily access this information on Manus just.
- [02:29]
B
To tee it up for people. Why this is going to be interesting to you. I actually think this is probably the best research agent for marketeers. Yes, I'm pretty blown away by what you can do with Manus that is now connected to Similar web and you're actually going to give an overview of like why what is the data you now have the ability for an agent to run against.
- [02:47]
A
Yeah. So the very first thing I did is just like, what data do you have? You know, what information are you getting from SimilarWeb? It's got YouTube channel data. Get unique visit data, traffic source data, bounce rate, global rank, traffic sources. I'm not sure by what. Get total visits and get total traffic by country and it breaks them down in terms of what's actually available. And so you can get traffic metrics, total visits, unique visitors, bounce rate. You can get traffic by geography, traffic by sources, which you and I know is really, really valuable when it comes to marketing, where they rank in the overall like traffic of an industry or of the world. And like, that's pretty cool. Like you and I have used SimilarWeb for a long time. Full disclosure, I'm on the board of SimilarWeb. I am a shareholder of SimilarWeb. But I just thought this was really cool and wanted to do this because I love how accessible this partnership makes it. I will say, Kieran, the other disclosure is it consumes a lot of credits.
- [03:47]
B
A lot of credits.
- [03:48]
A
It's not cheap, it's not like dollars, it's like tens of dollars to do these.
- [03:52]
B
Yeah.
- [03:53]
A
So I just want to make sure that when you're out there, I think you're getting thousands of dollars of value. But you need to know like one of these queries is probably like 5, 10, $20.
- [04:03]
B
Yeah. It's not like running a Claude prompt or something like that.
- [04:06]
A
Correct.
- [04:07]
B
It consumes real amount of credits. I have two things to show. Those two things cost me a lot of credits. Yeah, this one is kind of mind blowing to me actually because there's two parts to this because I'm going to introduce a little bit of our old friend Notebook LM as well.
- [04:21]
A
We love Notebook lm. Go Google.
- [04:22]
B
So basically the first one I started with was to show you you can do a whole McKinsey. And I know this is really the tired, hey, this can all replace McKinsey Level Consultants. But this is actually is a kind of McKinsey level report using similar web data specifically for CMOs. And I want to kind of show you two parts to this. And so it creates a pretty incredible PDF and so it has a whole breakdown of competitive intelligence on HubSpot and it really does pull out some pretty interesting things. And so what we're showing here is the report it built based upon all of HubSpot's data. So it will give me a pretty great overview here of the traffic and audience intelligence. But look here, it kind of talks about seasonality, it talks about some of the overarching trends. It actually builds you these charts.
- [05:14]
A
It's really good. I think you're getting a lot of value for the money, Karen. Like this is very good quality.
- [05:18]
B
It's really good quality. It shows you this audience profile. So I'm blending similar web data with external data it can pull from the web. So that's the other thing. Right. You can actually blend in the similar web data. It gives you the traffic source breakdown. So again, it builds this from similar web data, shows you what traffic is coming to HubSpot. It gives you the kind of channel mix here and it tells you how they're trending and it gives you like the actual context on our strategy, what the strategy is.
- [05:47]
A
This is incredible by the way. To get a breakdown of anyone's marketing strategy for like 10 bucks is pretty incredible.
- [05:57]
B
Real quick, what we're showing you with Manus and SimilarWeb is basically a superpower, but it's easy to miss the nuances. Our team turned our entire workflow into a free AI toolkit. It gives you the exact prompt sequence we use to pull $300,000 McKinsey level intel in about 60 seconds. If you want to see exactly how much your competitors are spending and turn that into a board presentation ready deck without doing the manual labor, you'll love our toolkit. Get it right now. Click the link in the description. Now let's get back to the show. Look at this paid advertising intelligence. It will actually give you a breakdown of our entire strategy. It goes into ad copy and messaging.
- [06:34]
A
Oh, that's so good.
- [06:35]
B
Actually breaks down our search strategy. Talks about the different ways that we acquire traffic. It talks about the different referrals. I went through this and there is so much incredible information in here. And right at the end, I think it actually gives you actionable recommendations. If you were the cmo, what would you change? And I'm going to show you this actual recommendation in a pretty mind blowing way. This is a bunch of text, right?
- [06:58]
A
Yeah. Now it's a good report.
- [07:00]
B
If I want to impress my CEO and I'm the cmo, then I would probably want a more visual version of this. So I go into Notebook.
- [07:10]
A
Yep.
- [07:10]
B
And I simply just create a notebook with this report and ask it to create a presentation. All right.
- [07:16]
A
So you created a new notebook in Notebook lm. You uploaded that report we were just looking at and you just said build a presentation.
- [07:22]
B
Build a presentation.
- [07:23]
A
Love it.
- [07:24]
B
Prepare to like have your mind blown. Because I am.
- [07:27]
A
Oh, let's go.
- [07:28]
B
So look at this. Right. So it basically Has a competitive intelligence report for HubSpot. Gives you a breakdown of our overarching business. Tells you the market share revenue projection year on year growth. Tells you where our traffic rank is. Starts to build like this. The financial paradox, operational success versus investor fear. Talks a little bit about us as a public company. The inbound juggernaut owning the top of the funnel. Talks about the monthly blog visits, authority global. It's so good how we build a content mode. Breaks that all down in a really nice way.
- [08:03]
A
Makes it seem what we've done the last decade is so easy and trivial.
- [08:06]
B
I know, I know right? Look at this. The SEO blueprint topic clusters and funnel coverage.
- [08:10]
A
It's really good man.
- [08:12]
B
Like it pulled all of this from that one report. Talks about how we did this. Paid defense and ecosystem referrals, paid defense strategy, branded keywords, competitor ads, ad messaging. Then talks about this referral ecosystem we have. So it pulls apart like where we're getting referral traffic from. Talks about the audience profile, competitive position and owning the easy and powerful sweet spot. Look at this.
- [08:36]
A
So good.
- [08:37]
B
Enterprise features, ease of use. We're here like this is so good. The feature gap where the battle is won and lost. Ease of use, integrated CRM, enterprise abm start in price. Like it's just totally mind blowing. It's so good how good this is. So here's the recommendations by the way. The move up market campaign, develop targeted marketing for enterprise, Create case studies, showcase complex use cases, aggressive AI monetization, shift messaging from we have AI to AI delivers roi, price, cost reduction, international expansion. It picked up on the fact that it feels we are saturated for search in English speaking markets but thinks that actually there's still a bunch of growth in a non English market. And then this ends with this nice inflection point. HubSpot has won the S and P war. The next battle is for the enterprise to survive the next decade. HubSpot has to pivot from growing wider to growing taller. That's pretty cool.
- [09:32]
A
It's an interesting strategy. Don't agree with all of it but it's pretty cool.
- [09:35]
B
No, but like as a first pass.
- [09:38]
A
Yeah, I mean you one shotted this, you one shot at all of this. You didn't edit the report and then you didn't edit the presentation.
- [09:44]
B
So it's how quickly you can get from a single prompt to a first draft that you can start to like iterate and improve upon 100%.
- [09:51]
A
So I think this is what's crazy is that market research like this used to take forever and be Way more expensive. I think it's funny how one of the things we said is that this is expensive. It's only expensive in AI research terms.
- [10:03]
B
Yeah, only in AI research term.
- [10:05]
A
It's not expensive in the real world. In the real world now it's massively cheap compared to the real world. Uh, there are a few other things I did. One of the things that I would say that's simple, that anybody can do that I thought was pretty cool, Kieran, is once you have all this traffic data, you can basically model and approximate a lot of stuff.
- [10:24]
B
Oh, I like that a lot, actually.
- [10:27]
A
Which is really cool. So this is what I did. I said, hey, I want you to look at the paid traffic sources found On SimilarWeb for salesforce.com, monday.com and HubSpot.com I want you to break down the traffic, its sources and then use cost benchmarks for those channels to estimate the direct response advertising budget for each of those companies. If you're a marketer, the questions you always get asked are how much money should we be spending on marketing? How much is our competitor spending on marketing? And are we getting a good return on the money we're spending on marketing? And double all of those if it's about advertising specifically.
- [10:58]
B
Right, right.
- [10:59]
A
And so this is what it basically runs through. It collects the data and Kieran, it's not just looking at traffic, it's looking at bounce rate and everything to calculate what the budget actually should be. It goes through, gets a bunch of research, gets the traffic data and then it shows you that it's actually looking for benchmark. And so it's actually seeing what the benchmarks is per these channels for cost. And so you could go back and build a spreadsheet or build a model if you had more detailed information and costs that you had. But here, here's the key findings. Monday leads with an aggressive acquisition strategy of $162 million with 92% focus on paid search. Salesforce maintains a conservative, brand focused approach with $53.5 million. HubSpot follows a balanced strategy with 45.6 million. And here's the breakdown. I know some of these numbers, they're all a little low relative to the real world, but they're directionally.
- [11:55]
B
Right? Yeah. And all these charts are built by Manus, right? Yeah. Like it actually builds these kind of charts for you. It's just incredible.
- [12:01]
A
So good. Right?
- [12:02]
B
And so like all of these things you can visually bring to life and send to folks in such a small amount of time.
- [12:09]
A
Hey everyone, we'll be right back to the show. But first let me tell you about a podcast that I love. It's a podcast called I Digress. It is hosted by my friend Troy Sandage and I Digress is great. It's got 30 minute episodes and the podcast is all about helping you eliminate complexity, complications and confusions in your business. It's really heavy in frameworks and strategies to help you scale and sustain your success. And you can listen to all the episodes of I Digress anywhere you get your podcasts.
- [12:43]
B
I was actually really impressed by it, visualizing the data and how quickly it could do that.
- [12:47]
A
It's very good at data visualization and Kieran what I found interesting and you kind of talk about this in your chat GPT joke video. You can go back and look at the VO3 video in that AI wants to keep you in AI and so it's keeping these follow up questions. My biggest hot take here is that most of suggested follow ups for marketing aren't that good. Yeah, like generate a new chart comparing the percentage of total traffic from paid channels for Salesforce, Monday and HubSpot. It's not that interesting. Analyze the strategic implications of Monday.com's heavy reliance on paid search versus salesforce. Focus on display ads. That's not that interesting. What I want to do is dig in on like specific bounce rates per channel and figure out where the arbitrage is against the competition. Like this is where I think being a craftsperson and really knowing yeah demand expertise in this case marketing really changes the game because I just, it feels like it. 10x is the best marketers is one of my big takeaways.
- [13:44]
B
Yeah, I think this is the thing. If you use it and you don't really have clear ideas of how to use that data, you'll do some interesting stuff because you'll ask Vanis to suggest ways to use it. But really the best suggestions come from you. I had this one here that I thought was like really good. So one of the things you would want to know in a lot of markets is when could you actually spend money in a much more economical way on paid advertising?
- [14:09]
A
Oh, that's really interesting.
- [14:09]
B
And so what this one here did, and this one cost me a lot of credits. So this one here took Fintech and it went through and it finds the biggest 10 spenders in fintech to see. Because if you're spending in fintech, then you're spending against everyone in fintech for those eyeballs and so your costs are going to be inflated by everyone who spends Money within that market. And so what it does here is I'm trying to look for the peak months of spend and the trough months of spend. Because during the trough months of spend I can actually spend probably more because the cost will go down because for some reason these brands would spend less. And there's reasons for that. So first of all it pulled the 10 biggest like fintech companies and then it gives me the peak months. Right. So it actually tells me these are the months that they spend the most amount of money and it will tell me why down here. And then these are the months they spend the least amount of money. The average spend across the 10 companies, the seasonal burst. Right. So Intuit is spending a lot because of tax season consistent high spenders Paypal and Stripe volatility driven coinbase which I think is actually pretty interesting. I want to know why.
- [15:13]
A
That's super interesting.
- [15:14]
B
And then minimal spenders are kind of the more traditional brands. And then it says like strategic examples, countercycle windows offer a better ROI when those brands spend less. Peak cost periods reduce your budget and efficiency gains.
- [15:28]
A
What I think is about this, it was cool, Kieran is it tells you about like how much spending in those peak times is actually affecting your budget. It was saying like 20 to 25% reduction in your budget to spend on those peak times. And this is one of those things. Like the AI is giving you all this information but you had to know that this was the angle, right?
- [15:44]
B
You have to know what you're trying to get towards.
- [15:45]
A
Like this is the perfect blend of like I'm a good marketer and I can make really much better decisions with AI.
- [15:52]
B
This is actually a really good chart.
- [15:54]
A
Oh, this is a really good chart.
- [15:55]
B
Shows you the above average months and the below average months.
- [15:58]
A
So basically what you want to do is go contra seasonal spend in the below average month to get leverage. Then eventually you'll force people to start spending in those months and then you can go back to the other months, right?
- [16:08]
B
Yeah, yeah, right.
- [16:09]
A
That's the game that we're talking about playing.
- [16:10]
B
I'm definitely going to pull some interesting charts here.
- [16:12]
A
Anybody watching this video, I think Kieran has been asked to do a competitive analysis report. As a marketer, do you agree with that?
- [16:20]
B
Exactly. Yes.
- [16:21]
A
So I wanted to see how Manus and similar web were doing on competitive intelligence. This is a classic use case for market research.
- [16:29]
B
Right.
- [16:30]
A
So using data from some web do a competitive analysis. HubSpot.com and Salesforce.com, please highlight strengths and areas for improvement. I want to make HubSpot.com better. So I tell it that like I'm trying to make the website better.
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B
Okay.
- [16:42]
A
Something you and I talk a lot about. It's like, how can we make the website better and work better for us?
- [16:46]
B
Right.
- [16:46]
A
And so what's cool? It does tell you how many credits it's going to use and everything. So I told it to proceed. So you're not blindly spinning credits. It goes through, does a bunch of thinking and gives me some really cool insights and we could go through and talk about these insights. It gave a cool report and graphs. But then I was like, can you just make a slide deck of these findings? And you want to see the slide deck here?
- [17:07]
B
Oh, wow. Actually this is just as good.
- [17:09]
A
You ready? This is literally mind blowing. You're like, I thought it was cute. You were putting it in Notebook lm.
- [17:16]
B
Yeah, yeah, Notebook lm. I didn't even think about it.
- [17:18]
A
Quality over quantity Scale disadvantage. Salesforce attracts 169% more visitors. Demonstrate a significant scale advantage engagement. Excellent. HubSpot achieves superior user engagement with a bounce rate of 22.56% compared to Salesforce's 35.73%. Our rankings have declined. There's a referral opportunity. Salesforce commands more traffic. It's pretty good.
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B
It's so good.
- [17:44]
A
This wouldn't be a board level presentation because it's really more about the website than like total business strategy.
- [17:49]
B
But this is as good as NotebookLM or Genspark or any of the other.
- [17:53]
A
I think it's using Nana Banana.
- [17:55]
B
Ah, okay.
- [17:56]
A
Because remember Manus and a lot of these agents are aggregators. They're using the best model for the best use, case, slash cost. And so it's creating this kind of all in one experience scale paid advertising to boost visibility. Like it's pretty good. And these were prompts and like if you and I jammed on this for like 20 minutes with Manus, it would be very good.
- [18:17]
B
Oh, you could make it amazing.
- [18:19]
A
It gives you a 90 day action plan. Q and A like. And I gave nothing about the format. What covered in the deck. This is just like what it thinks is right.
- [18:29]
B
I think that's something we're kind of showing how impressive it is with the similar web data. I think that is like one of the things that makes it unique. Similar data is an incredible set of data, especially for marketers. But it is an all round agent. It can like pull in information from the web. It can reason you're showing that it can actually create incredible presentations. It can actually create Incredible graphics, what we showed as well, the data visualization, I'm incredibly impressed by it. I think I've been under using it.
- [18:56]
A
It's a really good product that I think we both have been under using. Well, one of the things I think is really important, if you're watching the show today, you're a founder, you're CEO, you're a marketer, you can have the smartest individual model in the world. It's only good for certain things. So these aggregator agents are really good. And then if you want to take these aggregator agents to the next level, that's what context is about. And I think one of the things you and I believe, Kieran, is that the best AI is not the smartest AI. It's the AI that has the most context. And this is an example of, hey, we've all the similar web context in Manus now and there's a bunch of cool stuff we can do for marketing. Can I show you one other thing that I did, Karen?
- [19:34]
B
Let's do it. Let's leave it a bang.
- [19:36]
A
I like that this podcast is often just you and I like showing what we have done.
- [19:40]
B
Yeah, well this is a good version of the podcast because like it's literally just you and I re educating ourselves on an agent that we're going to start to use all the time.
- [19:48]
A
Totally. Okay, so this is the rest of the thread I actually started the show with which was oh, this is the type of data you can get. So one of the things I've always been fascinated by Kieran and I still can't do, unfortunately is I always want to know like what are the top 100 or 1000 fastest growing websites and what are they doing that I should be doing?
- [20:07]
B
Yeah.
- [20:07]
A
And unfortunately you can't do that, but you can do it by industry.
- [20:11]
B
Yeah.
- [20:12]
A
And so what I did is I was like, okay, just give me the top 10 SaaS websites by traffic growth. And it goes, ask me the credits. Yeah, yeah, yeah, shows me what those are. And this is not by total visits, this is by growth rate. Growth rate. Very specific.
- [20:29]
B
Because this is really interesting.
- [20:31]
A
It's very interesting. And so it gives us this really cool report which is awesome. It shows what these companies are. And Kieran, I think what you're going to be impressed with is some of the observation post Pandemic normalization. Totally agree. AI power tools are thriving. Enterprise versus SMB. It tells you the methodology and then it's showing you like who the winners are. And these results suggest consumer facing SaaS platforms and AI productivity tools. It also gives you a CSV of the actual data too, Karen, so that you can go do stuff with it, which is wild, but you can go through and I had it do a more detailed analysis than that first one. And like, how are these companies growing? Product led, growth searches, acquisition, paid channels. Give us an actionable playbook of what to go and do and that would be cool. And like I can show you what this is and it's like breaking down all of the playbooks and like, oh, this is Shopify's playbook and what you should do.
- [21:32]
B
Wow.
- [21:32]
A
But you know what would be better than that, Kieran, is I had Manus go and break down three different homepage designs for HubSpot.com based on these lessons and it mocked them all up.
- [21:46]
B
Oh my God.
- [21:47]
A
So. So there's three different.
- [21:50]
B
Using Nana Banana.
- [21:51]
A
Yeah. Homepage mocks here and some of the font and stuff isn't great, but you.
- [21:55]
B
Can kind of see it's actually built them.
- [21:58]
A
Yeah, of course.
- [21:59]
B
Oh my God. This is insane.
- [22:02]
A
And you know, stop losing deals. Disconnected tools. HubSpot's all in one platform. Unites your marketing. So it's doing the copy. It leads with customer proof. I actually think there's a lot of this homepage that it designed that I really like.
- [22:13]
B
I can't believe that it coded all this up. This is actually really impressive.
- [22:17]
A
It's really good.
- [22:19]
B
It's kind of doing what like lovable or replit or these things would do on the webpage.
- [22:23]
A
Now you know why Meta acquired them.
- [22:24]
B
Yeah.
- [22:25]
A
I thought these feature call out boxes it did for marketing automation. Very cool.
- [22:30]
B
Nice little hover function.
- [22:31]
A
Yeah, it's really good. And Kieran, this is just one of the options it coded up for us. But what's really cool is the speed of which you can take these insights of like, oh, let's go research what really good companies are doing. Let's learn about what those really good companies are doing and then let's apply them directly to what we're doing. And by the way, Kieran, you can then go and publish this to share it with people immediately.
- [22:54]
B
I have a really good idea. I won't say that like I'm going to build it and then we'll do a show on it. I have a really good idea to do something and give it away to our listeners. Like something we can build.
- [23:02]
A
I love that.
- [23:03]
B
That would help them a lot and give it away.
- [23:05]
A
You heard it here first.
- [23:06]
B
This is super impressive.
- [23:07]
A
Hit subscribe if you want what Kieran's about to Drop soon. How good was that?
- [23:10]
B
I think the main question as we wrap up here is what the f do I cancel so I can pay for this one? Because it is becoming unwieldy. The amount of money I am spending on AI tools and I know they're all so good, I kind of feel bad. I feel like I can't not have them all, but like this kind of can do so much.
- [23:33]
A
You were a total Manus detractor and now you are like, hey, I want to be a top tier manuscript subscriber.
- [23:39]
B
And I want to be a top tier mana subscriber.
- [23:40]
A
I want to jam on some of this stuff.
- [23:42]
B
I am going to try to build a little freemium app using Manus, something you just did actually, but put into a little app and give it away to our listeners on a future show.
- [23:51]
A
So hit subscribe if you want to get that from Kieran. So I think the big thing here, the big takeaways from today's show is context Aware AI agents are the best and Manus, with the similar web data context, now unlocks some really high value, high, high ease use cases for marketers.
- [24:08]
B
Right?
- [24:09]
A
And if you're a marketer and what we showed resonated, you should go and build and try some of these. The second thing is these all in one agents that are using multiple models are really valuable because it allows you to switch type modalities there where you can go from research to design to building all in one thread, which is really, really powerful. And you're using the best model for the job. And I think those two things are really important takeaways. And if you go and you use this or you've been using the mana similar web integration and you've been building cool stuff. Drop us a comment. We'd love to hear what you've learned, what you've been building here, Kieran. Anything else before we close out today's show?
- [24:46]
B
No. I think this is an incredible new tool that maybe most marketeers are sleeping on. And so I think it's a tool worth adding to your.
- [24:54]
A
I think this announcement really flew under the radar. Manus has flown under the radar and similar web, I think, quite frankly flies under the radar sometimes. And this is like I think now should be in most marketers to go get it.
- [25:06]
B
All right, another tool.
- [25:07]
A
Thank you everyone. Hit that. Like hit that. Subscribe. We'll see you real soon on market against the grain.