What is the coolest agent you’ve built for yourself?

Summary

Podcast Summary: MarTech Podcast™

Episode: What Is the Coolest Agent You’ve Built for Yourself?
Date: November 13, 2025
Host: Benjamin Shapiro
Guest: Charlie Grinnell, Co-CEO, RightMetric

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Episode Overview

This episode centers on the evolving relationship between marketers and AI, with a special focus on how agents — AI-powered tools or automations — can drive both personal productivity and business outcomes. Guest Charlie Grinnell discusses the innovative agents he’s built, ranging from personal networking assistants to advanced video content analyzers. The conversation provides deep insights into how AI and analytics are transforming content strategy and what marketers are often missing when it comes to engaging audiences.

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Key Discussion Points & Insights

1. AI Agents in Marketing and Personal Productivity

Timestamp: 01:15 – 01:39

• Personal Agent for Networking:

  • Charlie shares an agent he created that scans his calendar for upcoming travel, then automatically generates a list of relevant contacts in the destination city.
  • This list is ranked by relationship strength, removing manual effort from networking.
  • “I just put a location in my calendar and I don’t do anything and then I get an email with who you should reach out to in that city for your upcoming trip…” (Charlie Grinnell, 01:39)

• Business Application: Video Analyzer Agent:

  • At RightMetric, Charlie’s team developed a video analyzer that processes performance data from platforms like Tubular.
  • The AI agent “watches” videos frame by frame, tracking on-screen elements (e.g., animation vs. live action, number of cuts, close-ups vs. wide shots).
  • It correlates these features with viewer performance data, identifying exact moments where audiences lose interest.
  • “…our team at Right Metric has built a really cool video analyzer… that will sit there and watch a video frame by frame and map out what’s happening on the screen… Is there quick cuts in the first three seconds or not?” (Charlie Grinnell, 01:47)
  • The goal: Help creators optimize their content for maximum engagement and retention.
  • “How can we help content creators architect content that will keep users or viewers engaged and watching for longer?” (Charlie Grinnell, 02:33)

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2. The Anatomy of Engaging Content

Timestamp: 02:53 – 04:33

• Common Pitfalls in Video Content:

  • Benjamin, putting himself in YouTubers’ shoes, asks for practical advice:
    “So I’d be an idiot as a YouTuber if I didn’t follow up and ask, okay, so what keeps people on the screen? What are we doing wrong?” (Benjamin Shapiro, 02:53)

• The Importance of Hooks:

  • Charlie jokes about viral content (“It’s definitely cats... No, I’m just kidding.” – 03:02) before digging into what matters:
  • Marketing wisdom fixates on “the hook”: There are both written and visual hooks.
  • The very first frame, and especially the first 1-2 seconds, are critical for audience retention.
  • Continual re-engagement is crucial — don’t allow “lulls” where viewers may lose interest.
  • “So it depends. And, you know, that’s the classic marketing advice, I think… We’ve talked about this idea of hooks. Now there’s written hooks and there’s visual hooks. And so it’s like, cool. What is on the screen? The first frame matters, the first one to two seconds matter. But then how are you continuing to rehook people…” (Charlie Grinnell, 03:12)

• Content as a “Run of Show”:

  • Marketers should shift from isolated attention-grabbing tactics to crafting an intentional “run of show”—an experience with no dead zones.
  • Even the best brands, such as Mr. Beast and Red Bull, invest heavily in hooks:
    • “Mr. Beast has a thumbnail team, Red Bull has a thumbnail team. They sit there and they build thumbnails. That’s all they do. Not a thumbnail person, a thumbnail team.” (Charlie Grinnell, 04:05)

• The True Competitive Bar:

  • Regardless of brand size, everyone is now competing with entertainment giants (YouTube stars, Netflix) for user attention.
  • Strong visual hooks and relentless attention to engagement are the new standard.
  • “That’s the bar. That’s who you’re competing with… all these other brands that are out there winning the attention game when it comes to video. So, yeah, I think it’s competitive.” (Charlie Grinnell, 04:23)

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Notable Quotes & Memorable Moments

• “I just put a location in my calendar and I don’t do anything and then I get an email with who you should reach out to in that city for your upcoming trip based on your relevance and the strength of that relationship.” — Charlie Grinnell (01:39)
• “It will start to identify what’s happening on screen and then map that back to the performance data of is this where viewers are dropping off or is this where viewers are staying on?” — Charlie Grinnell (02:16)
• (Joking) “It’s definitely cats. No, I’m just kidding.” — Charlie Grinnell (03:02)
• “Mr. Beast has a thumbnail team, Red Bull has a thumbnail team... That’s all they do. Not a thumbnail person, a thumbnail team.” — Charlie Grinnell (04:05)
• “That’s the bar. That’s who you’re competing with… all these other brands that are out there winning the attention game when it comes to video.” — Charlie Grinnell (04:23)

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Timestamps for Important Segments

• 01:39 – Personal networking agent explained
• 01:47 – Business video analyzer agent and how it works
• 02:53 – What keeps audiences engaged on video?
• 03:12 – Hooks: written and visual, first frame importance
• 04:05 – The “thumbnail team” arms race: Mr. Beast, Red Bull
• 04:23 – Competing for attention in today’s content landscape

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Tone & Language

The conversation is pragmatic, insightful, and laced with light humor (e.g., the cat joke and playful banter about thumbnails). Charlie Grinnell speaks as a data-driven marketer but avoids jargon, offering real examples and relatable observations.

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Conclusion

This episode shines a light on the power (and necessity) of AI agents in marketing, both for automating tasks and taking content strategy to new levels. Through vivid examples and actionable advice, Charlie Grinnell makes it clear that winning attention in today’s market means thinking deeply about every detail — from outreach automation to pixel-perfect video thumbnails. The actionable takeaways for marketers: track the right signals, always optimize for engagement, and recognize the fierce competition for attention online.

Transcript

[Podcast Host]

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[Charlie Grinnell]

From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising.

[Benjamin Shapiro]

Typical lifespan of an article is about 24 to 36 hours.

[Charlie Grinnell]

We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[Podcast Host]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.

[Benjamin Shapiro]

I'm Benjamin Shapiro and joining me today is Charlie Grinnell, the co CEO of Right Metric, which equips marketers with external data signals that AI needs for true accuracy. And today Charlie is going to explain what we are getting backwards when it comes to the relationship between marketers and AI. All right, let's move on to the next one. What is the coolest agent you've built for yourself?

[Charlie Grinnell]

Yeah, so I think it would be that, that networking one that I came up with earlier. So again I just put a location in my calendar and I don't do anything and then I get an email with here's who you should reach out to in that city for your upcoming trip based on your relevance and the strength of that relationship. So that's like a personal one from a business perspective. Our team at Right Metric has built a really cool video analyzer. So going a step deeper, basically what we do is we take a whole bunch of video performance data from Tubular and then we've built this kind of agent that will sit there and watch a video frame by frame and map out what's happening on the screen. So is it, is the video live action or animation? Is there quick cuts in the first three seconds or not? Is it a product close up shot or is it a wide establishing shot? And it will start to identify what's happening on screen and then map that back to the performance data of is this where viewers are dropping off or is this where viewers are staying on? And that's been something that our team has built and allows us to really start to dig deeper into what are the things that are driving performance. What are the actual things on screen? And how can we help content creators architect content that will keep users or viewers engaged and watching for longer?

[Benjamin Shapiro]

So I'd be an idiot as a YouTuber if I didn't follow up and ask, okay, so what keeps people on the screen? What are we doing wrong?

[Charlie Grinnell]

It's definitely cats. No, I'm just kidding.

[Benjamin Shapiro]

Shit.

[Charlie Grinnell]

Yeah. If you're a dog person, whoops, you're out of luck.

[Benjamin Shapiro]

Brisket. Come on in.

[Charlie Grinnell]

So it depends. And, you know, that's the classic marketing advice, I think. Something that we need to really understand that many marketers, Even on the B2C side, don't really understand. We've talked about this idea of hooks. Now there's written hooks and there's visual hooks. And so it's like, cool. What is on the screen? The first frame matters, the first one to two seconds matter. But then how are you continuing to rehook people because they are just waiting for something that makes them swipe away or, you know, oh, what's on my sidebar? And not listening or engaging with your content anymore. So I think this idea of really thinking through where you cannot have these lulls in your content. And so I think that those, regardless of what the content is, how are you thinking about things as a full run of show and creating an experience like that? And again, it sounds simple in theory. The best brands in the world obsess over this. And if you don't believe me, Mr. Beast has a thumbnail team, Red Bull has a thumbnail team. They sit there and they build thumbnails. That's all they do. Not a thumbnail person, a thumbnail team. And so when we think about visual hooks and like hooking people in, that's. That's the bar. That's who you're competing with. And so, you know, same thing with Netflix, same things with all the. All these other brands that are out there winning the attention game when it comes to video. So, yeah, I think it's competitive.

[Benjamin Shapiro]

Well, we've got a thumbnail template and hopefully that'll get us where we need to go. And that wraps up this episode of the Martech podcast. Thanks to Charlie Grinnell, the CEO and co founder of RightMetric, for joining us. If you'd like to contact Charlie, you could find a link to his LinkedIn profile in our show notes or visit martechpod.com. you can also visit his company's website, which is rightmetric.co. charlie also has a weekly newsletter that tears down the external data world, giving the latest on what's working in marketing content, channels, audience, competitors, a whole bunch of great stuff. RightMetric Co newsletter and if you haven't subscribed yet to this podcast and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast, appreciate or on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Podcast Host]

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.