Episode 3 - How to Use AI in Marketing Without Losing the Human Touch

[0:04] Hi, a warm welcome to all our viewers um to the podcast series coffee with

[0:06] to the podcast series coffee with Chandrew. Um I'm very happy to um inform

[0:11] Chandrew. Um I'm very happy to um inform you about the next episode which is uh

[0:13] you about the next episode which is uh about how to get started with marketing

[0:16] about how to get started with marketing using AI. But before I do that, a brief

[0:18] using AI. But before I do that, a brief introduction to Chandru. Um Chandrew is

[0:21] introduction to Chandru. Um Chandrew is the CEO of uh Smartmya.ai AI and has uh

[0:26] the CEO of uh Smartmya.ai AI and has uh comes with 25 years of corporate

[0:28] comes with 25 years of corporate experience having worked at senior roles

[0:31] experience having worked at senior roles in organizations like IBM and Dell. Uh

[0:35] in organizations like IBM and Dell. Uh he's a known thought leader in the AI

[0:37] he's a known thought leader in the AI space having been in this space for the

[0:39] space having been in this space for the last eight years and um he's here to

[0:42] last eight years and um he's here to share all his learnings and experience

[0:44] share all his learnings and experience through this uh changing times with AI

[0:48] through this uh changing times with AI through our podcast series. So I welcome

[0:50] through our podcast series. So I welcome Chandru uh to today's podcast.

[0:53] Chandru uh to today's podcast. Thanks. Thanks Samsum.

[0:55] Thanks. Thanks Samsum. All right. So coming to the question uh

[0:57] All right. So coming to the question uh Janu um that many founders today are

[1:00] Janu um that many founders today are having is um with their daily schedule

[1:03] having is um with their daily schedule which is very very tight. How do they

[1:05] which is very very tight. How do they get started with marketing their

[1:07] get started with marketing their business using AI?

[1:10] business using AI? Yeah. I think in the previous few

[1:12] Yeah. I think in the previous few episodes of this podcast we looked at

[1:15] episodes of this podcast we looked at more on uh how to get really started

[1:19] more on uh how to get really started thinking about AI. how do I really plan

[1:22] thinking about AI. how do I really plan uh to grow with AI? And today we are

[1:25] uh to grow with AI? And today we are looking at a very pertinent and probably

[1:27] looking at a very pertinent and probably one of the topmost topics uh on the

[1:30] one of the topmost topics uh on the minds of every business owner senior

[1:32] minds of every business owner senior exec right um I'm broadly talking about

[1:35] exec right um I'm broadly talking about marketing more uh from the perspective

[1:38] marketing more uh from the perspective that the domain of marketing has changed

[1:41] that the domain of marketing has changed dramatically over the past two decades

[1:44] dramatically over the past two decades and most of it is uh driven by the

[1:46] and most of it is uh driven by the introduction of new technology uh be it

[1:49] introduction of new technology uh be it the internet be it the uh mobile

[1:51] the internet be it the uh mobile revolution and uh recently with the

[1:54] revolution and uh recently with the social media and now with AI and

[1:58] social media and now with AI and we have seen a big shift in terms of the

[2:04] we have seen a big shift in terms of the power going to the hands of customers or

[2:07] power going to the hands of customers or consumers as opposed to vendors or

[2:10] consumers as opposed to vendors or companies that I would say is the single

[2:14] companies that I would say is the single biggest transformation which has

[2:15] biggest transformation which has happened in the market uh between the

[2:18] happened in the market uh between the supply and the demand side and uh it's

[2:21] supply and the demand side and uh it's very important in today's world for you

[2:23] very important in today's world for you to have uh more of a positive vibes as a

[2:27] to have uh more of a positive vibes as a Gen Z would call it with your market

[2:30] Gen Z would call it with your market with the stakeholders whether they are

[2:32] with the stakeholders whether they are customers, consumers, decision makers

[2:35] customers, consumers, decision makers and uh you know uh broadly society as a

[2:39] and uh you know uh broadly society as a whole. Right? So where you really want

[2:43] whole. Right? So where you really want to get started with marketing again

[2:45] to get started with marketing again comes back to the topic we discussed in

[2:48] comes back to the topic we discussed in the previous podcast in great detail

[2:51] the previous podcast in great detail that's around having your OKR strategy

[2:54] that's around having your OKR strategy which is your objectives and key results

[2:57] which is your objectives and key results and uh fundamentally for you to take off

[3:00] and uh fundamentally for you to take off from the assessment again something we

[3:03] from the assessment again something we discussed in the previous podcast and um

[3:06] discussed in the previous podcast and um applying the results of that assessment

[3:09] applying the results of that assessment of your business where is it with where

[3:12] of your business where is it with where it can be with AI and within that

[3:16] it can be with AI and within that identifying some of the uh I would call

[3:19] identifying some of the uh I would call as subobjectives or uh key result areas

[3:23] as subobjectives or uh key result areas and what should be the strategy and

[3:24] and what should be the strategy and tactics right so if you actually allow

[3:28] tactics right so if you actually allow me to share my uh screen let me just uh

[3:38] okay so uh we We are probably looking at a

[3:42] so uh we We are probably looking at a similar approach for the marketing OKRs,

[3:46] similar approach for the marketing OKRs, the objectives and key results similar

[3:47] the objectives and key results similar to what we did at a company level.

[3:50] to what we did at a company level. Again, the objective here as uh to using

[3:55] Again, the objective here as uh to using AI for marketing is to have a goal

[3:57] AI for marketing is to have a goal setting framework which helps your

[3:59] setting framework which helps your marketing teams define and track

[4:01] marketing teams define and track progress towards specific measurable

[4:04] progress towards specific measurable goals. So in my um perspective let's say

[4:07] goals. So in my um perspective let's say as a theme owner or as a CEO I am

[4:12] as a theme owner or as a CEO I am predominantly

[4:13] predominantly worried about Monday morning problems as

[4:15] worried about Monday morning problems as we call it right and they typically tend

[4:18] we call it right and they typically tend to be in terms of what's the sort of

[4:20] to be in terms of what's the sort of leads I get what's the revenue what is

[4:22] leads I get what's the revenue what is the cash flow sort of thing and that's

[4:24] the cash flow sort of thing and that's where I would want my OKRs to lean

[4:27] where I would want my OKRs to lean towards and uh if you really look at

[4:31] towards and uh if you really look at what is the sort of uh OKR

[4:34] what is the sort of uh OKR Um you know there's a lot of of course

[4:36] Um you know there's a lot of of course material on the internet in terms of uh

[4:39] material on the internet in terms of uh how to set up the marketing OKR and what

[4:42] how to set up the marketing OKR and what sort of examples you are getting out

[4:44] sort of examples you are getting out over here and uh in my opinion while all

[4:48] over here and uh in my opinion while all these templates and examples are very

[4:50] these templates and examples are very good but fundamentally you need to be

[4:52] good but fundamentally you need to be very clear in terms of what you want

[4:54] very clear in terms of what you want your marketing to achieve for you

[4:57] your marketing to achieve for you whether you call it marketing as a

[4:58] whether you call it marketing as a function or as a department uh or maybe

[5:01] function or as a department uh or maybe just yourself as a business owner. are

[5:03] just yourself as a business owner. are trying to do marketing

[5:05] trying to do marketing and uh it's very what you can call

[5:10] and uh it's very what you can call pertinent for you to set what is the

[5:12] pertinent for you to set what is the north star. So nstart could be a number

[5:16] north star. So nstart could be a number right so it could be a dollar number

[5:18] right so it could be a dollar number right or it could be a qualitative uh

[5:21] right or it could be a qualitative uh factor which is more in terms of let's

[5:23] factor which is more in terms of let's say customer satisfaction.

[5:26] say customer satisfaction. So

[5:28] So I can't really say what would be the

[5:29] I can't really say what would be the right one because I don't know

[5:30] right one because I don't know everybody's specific and there's no

[5:32] everybody's specific and there's no single template for all businesses.

[5:34] single template for all businesses. However, the way I would start is to

[5:36] However, the way I would start is to first get my northstar in place and have

[5:39] first get my northstar in place and have something which is measurable. And once

[5:41] something which is measurable. And once I have that in place, probably I have

[5:43] I have that in place, probably I have decided this year I need to do a million

[5:45] decided this year I need to do a million dollar in business from a new product

[5:47] dollar in business from a new product I'm launching. Then once you have that,

[5:50] I'm launching. Then once you have that, then start setting up your marketing.

[5:51] then start setting up your marketing. OKRs.

[5:53] OKRs. Don't jump into what we call as AI and

[5:56] Don't jump into what we call as AI and what is a nice tools which are available

[5:58] what is a nice tools which are available in AI. It will not again help you any

[6:02] in AI. It will not again help you any which way. Right? So predominantly when

[6:05] which way. Right? So predominantly when we see about OKRs right so you would see

[6:08] we see about OKRs right so you would see that there are probably websites which

[6:10] that there are probably websites which are giving you a lot of examples on OKRs

[6:15] are giving you a lot of examples on OKRs and I'm just randomly clicking a website

[6:18] and I'm just randomly clicking a website for the purpose of u an example here

[6:22] for the purpose of u an example here right uh as I said there's lot of other

[6:24] right uh as I said there's lot of other websites and tools which can help you

[6:26] websites and tools which can help you set your OKRs in fact uh we also have

[6:28] set your OKRs in fact uh we also have clients with whom we work with where we

[6:31] clients with whom we work with where we also actually consult them on uh setting

[6:36] also actually consult them on uh setting up these OKRs. So probably you know

[6:39] up these OKRs. So probably you know those who are listening to this could

[6:40] those who are listening to this could also contact us if they want to have a

[6:42] also contact us if they want to have a more comprehensive one-on-one sort of

[6:44] more comprehensive one-on-one sort of consulting with us and I'm sure you will

[6:46] consulting with us and I'm sure you will share the contact details later on

[6:49] share the contact details later on during the podcast and probably in the

[6:50] during the podcast and probably in the description of the podcast. So here

[6:53] description of the podcast. So here there are marketing OKRs which is

[6:55] there are marketing OKRs which is everything from demand generation, how

[6:57] everything from demand generation, how do I do product marketing, how do I do

[6:59] do I do product marketing, how do I do inbound marketing, content marketing, it

[7:01] inbound marketing, content marketing, it could be any of these. However, all of

[7:04] could be any of these. However, all of this in my opinion what is missing in

[7:06] this in my opinion what is missing in most strategy

[7:08] most strategy uh discussions is what is my northstar?

[7:10] uh discussions is what is my northstar? As I said, a northstar could be that I

[7:12] As I said, a northstar could be that I want to do 1 million in business this

[7:16] want to do 1 million in business this year from a new product. Or it could be

[7:18] year from a new product. Or it could be that I want to gain at least 2% in

[7:21] that I want to gain at least 2% in market share over the next two years for

[7:24] market share over the next two years for two of my business lines. It could be

[7:26] two of my business lines. It could be anything but write it down. Once you

[7:29] anything but write it down. Once you write it down, then as I said in our

[7:31] write it down, then as I said in our earlier podcast, figuring out your

[7:33] earlier podcast, figuring out your objectives and key result area, take a

[7:36] objectives and key result area, take a few days and probably ensure that you

[7:39] few days and probably ensure that you are very sharp in terms of uh how do you

[7:43] are very sharp in terms of uh how do you really achieve all of these and this is

[7:45] really achieve all of these and this is plain common sense. There's nothing like

[7:48] plain common sense. There's nothing like a hidden sort of uh technique which is

[7:51] a hidden sort of uh technique which is there and uh you can see from the

[7:54] there and uh you can see from the examples out over here. So in this

[7:57] examples out over here. So in this example of demand generation, someone

[7:59] example of demand generation, someone has written saying that my objective is

[8:01] has written saying that my objective is the company meets revenue targets.

[8:04] the company meets revenue targets. Your key result could be I want to

[8:06] Your key result could be I want to increase inbound sales from 25k to 50k

[8:11] increase inbound sales from 25k to 50k per month. However, you would notice

[8:14] per month. However, you would notice that the person has not specified the

[8:16] that the person has not specified the objective in clear terms. So I don't

[8:18] objective in clear terms. So I don't know what is the revenue target. So I'm

[8:19] know what is the revenue target. So I'm just assuming they have some number here

[8:21] just assuming they have some number here because only then you can derive this

[8:22] because only then you can derive this 25k to 50k per month. Right? And then

[8:27] 25k to 50k per month. Right? And then the key result area it be attract 500

[8:29] the key result area it be attract 500 new marketing qualified leads. Right?

[8:32] new marketing qualified leads. Right? Now how do they arrive at 500? Again you

[8:34] Now how do they arrive at 500? Again you go through an exercise of saying that if

[8:36] go through an exercise of saying that if my revenue targets are so much and then

[8:39] my revenue targets are so much and then my uh sales pipeline conversion is so

[8:43] my uh sales pipeline conversion is so much in terms of numbers then you

[8:46] much in terms of numbers then you actually arrive at 500 new marketing

[8:48] actually arrive at 500 new marketing qualified leads. Now you actually go

[8:50] qualified leads. Now you actually go through a more detailed and a more

[8:52] through a more detailed and a more intensive sort of marketing consulting

[8:54] intensive sort of marketing consulting exercise to arrive at all of these. But

[8:56] exercise to arrive at all of these. But it's a very good start for you to start

[8:58] it's a very good start for you to start thinking because even if you don't have

[9:00] thinking because even if you don't have immediate data but you should be able to

[9:03] immediate data but you should be able to slowly start filling up the data. That's

[9:06] slowly start filling up the data. That's why I said it may take a few days or a

[9:07] why I said it may take a few days or a few weeks but this is your foundation

[9:09] few weeks but this is your foundation for marketing even in the world of AI.

[9:12] for marketing even in the world of AI. right now where obviously an AI could

[9:16] right now where obviously an AI could potentially help you is that uh and I'm

[9:20] potentially help you is that uh and I'm sure most of the listeners here you

[9:23] sure most of the listeners here you could actually take lot of this content

[9:25] could actually take lot of this content putting into your let's say chat GBT um

[9:29] putting into your let's say chat GBT um maybe even the free version and ask for

[9:30] maybe even the free version and ask for some inputs. So use an AI primarily as

[9:35] some inputs. So use an AI primarily as an what you can call as a uh you know

[9:39] an what you can call as a uh you know you bounce ideas with an AI. So probably

[9:42] you bounce ideas with an AI. So probably that is the first use case I would say

[9:45] that is the first use case I would say right the second way that you could

[9:47] right the second way that you could potentially use this is like u just open

[9:51] potentially use this is like u just open up one of the AIS

[9:53] up one of the AIS and uh you would say that u

[9:58] and uh you would say that u you use a tool such as perplexity right

[10:02] you use a tool such as perplexity right now of course I'm using the pro version

[10:04] now of course I'm using the pro version which is a paid version however you can

[10:05] which is a paid version however you can always use the free version as well and

[10:08] always use the free version as well and as you can see out over here you can

[10:11] as you can see out over here you can actually ask perplexity to search or do

[10:15] actually ask perplexity to search or do a deep research or you can actually do

[10:18] a deep research or you can actually do other you know sort of projects from

[10:20] other you know sort of projects from scratch right for this purpose you could

[10:22] scratch right for this purpose you could just come out over here and you could

[10:25] just come out over here and you could you know let's say um uh start off with

[10:28] you know let's say um uh start off with very basic prompting saying that if my

[10:33] very basic prompting saying that if my north star is dollar1 million in

[10:38] north star is dollar1 million in business

[10:40] business What's

[10:44] the OKR approach? Right? Let's say take a

[10:49] approach? Right? Let's say take a fictitious

[10:51] fictitious um business um such as

[10:55] um business um such as um let's say uh

[10:59] um let's say uh selling let's say medical devices

[11:06] and you would see that immediately you will get a whole bunch of uh research

[11:11] will get a whole bunch of uh research and uh uh data points is actually

[11:16] and uh uh data points is actually created for you by the AI. So this is

[11:20] created for you by the AI. So this is your second use case of how to use AI

[11:26] your second use case of how to use AI and uh you are still in the driver's

[11:28] and uh you are still in the driver's seat. We call it in uh smart Maya as

[11:31] seat. We call it in uh smart Maya as human in the loop where we don't allow

[11:33] human in the loop where we don't allow the AI to dictate everything, right? I

[11:35] the AI to dictate everything, right? I mean you you you still have to give your

[11:37] mean you you you still have to give your um expertise your knowledge and you

[11:40] um expertise your knowledge and you would see that much like a

[11:44] would see that much like a uh Mckenzie or a Gartner might help you,

[11:47] uh Mckenzie or a Gartner might help you, you would see that the AI actually

[11:49] you would see that the AI actually creates an OKR for you. Of course, it

[11:52] creates an OKR for you. Of course, it has taken some

[11:55] has taken some placeholders and some uh data points uh

[11:59] placeholders and some uh data points uh which may not be exactly fitting into

[12:01] which may not be exactly fitting into your business use case. But hey, you got

[12:03] your business use case. But hey, you got a template to start with and then you

[12:07] a template to start with and then you actually see more details in terms of

[12:12] actually see more details in terms of going deeper into the OKRs in terms of

[12:14] going deeper into the OKRs in terms of moving from OKRs to actually going in

[12:16] moving from OKRs to actually going in terms of what is the initiatives

[12:19] terms of what is the initiatives and you would see that it also gives you

[12:21] and you would see that it also gives you in a user-friendly format. So I know

[12:24] in a user-friendly format. So I know what is my objective, what is the key

[12:25] what is my objective, what is the key results and what initiatives I should

[12:27] results and what initiatives I should take. You'd see frequently small

[12:29] take. You'd see frequently small business owners make this mistake of

[12:32] business owners make this mistake of starting with the initiatives.

[12:34] starting with the initiatives. People think you know I I do have

[12:36] People think you know I I do have clients who come to me and say you know

[12:37] clients who come to me and say you know what I would like to launch a customer

[12:38] what I would like to launch a customer loyalty program and I I simply don't

[12:42] loyalty program and I I simply don't understand as to why they want to launch

[12:44] understand as to why they want to launch a program because I am really not sure

[12:47] a program because I am really not sure what results they want to achieve and

[12:49] what results they want to achieve and what objective it is going to help them

[12:51] what objective it is going to help them with. And I have people who come to me

[12:54] with. And I have people who come to me and say like you know what can you

[12:55] and say like you know what can you actually create a AI chatbot or let's

[12:58] actually create a AI chatbot or let's say implement a product like Zoho CRM

[13:01] say implement a product like Zoho CRM and I can have my customer loyalty

[13:03] and I can have my customer loyalty programs

[13:04] programs or people just come and say like you

[13:06] or people just come and say like you know what I would like to have training

[13:08] know what I would like to have training but do you see the gap in terms of the

[13:10] but do you see the gap in terms of the understanding when people the especially

[13:12] understanding when people the especially business owners actually dump jump into

[13:15] business owners actually dump jump into initiatives without proper handholding

[13:17] initiatives without proper handholding in first having your northstar and

[13:19] in first having your northstar and objective in key result areas.

[13:21] objective in key result areas. Absolutely. So this is real good

[13:23] Absolutely. So this is real good insights Chandu and uh uh for our

[13:26] insights Chandu and uh uh for our listeners out there I hope you realize

[13:28] listeners out there I hope you realize how important it is for you to first

[13:30] how important it is for you to first start with your OKRs and define your key

[13:33] start with your OKRs and define your key result areas before you go to the next

[13:36] result areas before you go to the next uh steps.

[13:37] uh steps. Right? So as far as you know this

[13:41] Right? So as far as you know this overall approach is concerned we call it

[13:43] overall approach is concerned we call it as the strategy. Now strategy has got a

[13:46] as the strategy. Now strategy has got a bad name. People think that is just some

[13:48] bad name. People think that is just some uh consultants who wear formal clothes

[13:50] uh consultants who wear formal clothes and they actually download some PPDs and

[13:54] and they actually download some PPDs and they sell it for a few million dollars.

[13:56] they sell it for a few million dollars. Nothing can be further than the truth,

[13:58] Nothing can be further than the truth, right? You should not get carried away

[14:00] right? You should not get carried away by all these sort of uh WhatsApp

[14:02] by all these sort of uh WhatsApp university forwards as to what strategy

[14:04] university forwards as to what strategy really is. This is strategy and this

[14:07] really is. This is strategy and this requires your creativity. This requires

[14:10] requires your creativity. This requires your imagination. This requires your

[14:13] your imagination. This requires your experience and expertise. You can't just

[14:15] experience and expertise. You can't just land up with this sort of an okayer

[14:17] land up with this sort of an okayer analysis

[14:19] analysis by just reading a few books or probably

[14:21] by just reading a few books or probably a few white papers or said maybe asking

[14:25] a few white papers or said maybe asking your friends as to how to do this. This

[14:26] your friends as to how to do this. This requires real in-depth thought because

[14:29] requires real in-depth thought because this is your business and nobody

[14:31] this is your business and nobody understands this. Not even an AI can

[14:33] understands this. Not even an AI can understand this. The AI is more of a

[14:35] understand this. The AI is more of a assistant for you. And once you are able

[14:38] assistant for you. And once you are able to be very clear about this OKRs, you

[14:42] to be very clear about this OKRs, you sort of write it down or probably you

[14:45] sort of write it down or probably you use a product like uh notion or even a

[14:48] use a product like uh notion or even a basic Google document or even pen and

[14:50] basic Google document or even pen and paper doesn't really matter you know

[14:52] paper doesn't really matter you know technology doesn't really matter here as

[14:54] technology doesn't really matter here as long as you are committing yourself to

[14:57] long as you are committing yourself to your OKRs for marketing.

[14:59] your OKRs for marketing. Now once you are able to

[15:02] Now once you are able to um commit yourself to these OKRs then

[15:06] um commit yourself to these OKRs then comes in terms of what should be these

[15:09] comes in terms of what should be these various initiatives which are there.

[15:12] various initiatives which are there. Again you would see that these sort of

[15:15] Again you would see that these sort of initiatives are tied very tightly back

[15:18] initiatives are tied very tightly back to your key results which means you have

[15:20] to your key results which means you have to monitor them somewhere. So probably

[15:22] to monitor them somewhere. So probably you can just use an Excel sheet

[15:25] you can just use an Excel sheet right you can use some free CRM or

[15:27] right you can use some free CRM or software or whatever and then you

[15:29] software or whatever and then you actually you know uh go ahead and uh you

[15:34] actually you know uh go ahead and uh you uh start doing it on a daily basis then

[15:37] uh start doing it on a daily basis then it's all about execution.

[15:39] it's all about execution. So if you spend 50% of your time on

[15:41] So if you spend 50% of your time on strategy 50% is on execution and you are

[15:44] strategy 50% is on execution and you are 100% assured of the results

[15:47] 100% assured of the results right. So once this as I said you commit

[15:51] right. So once this as I said you commit to a set of OKRs and of course you are

[15:54] to a set of OKRs and of course you are northstar and you got your the let's say

[15:57] northstar and you got your the let's say you got a board of directors or senior

[15:59] you got a board of directors or senior management who also need to like buy in

[16:02] management who also need to like buy in get all their buy in once you commit to

[16:06] get all their buy in once you commit to this whole thing and keep it very

[16:07] this whole thing and keep it very flexible because you know techniques and

[16:10] flexible because you know techniques and tactics could change all through the

[16:13] tactics could change all through the year and uh once you also have this you

[16:18] year and uh once you also have this you also sort of implement this you sort of

[16:21] also sort of implement this you sort of monitor this using as I said even a

[16:23] monitor this using as I said even a simple thing like an excel sheet or

[16:25] simple thing like an excel sheet or whatever right now you have seen how AI

[16:29] whatever right now you have seen how AI we see we saw two use cases out over

[16:31] we see we saw two use cases out over here probably a hidden use case is also

[16:33] here probably a hidden use case is also then probably even to write it down or

[16:36] then probably even to write it down or so probably you use an AI maybe like a

[16:39] so probably you use an AI maybe like a chat GBT and get a more formalized sort

[16:41] chat GBT and get a more formalized sort of a PDF export and things like that

[16:44] of a PDF export and things like that right now once you have these these

[16:47] right now once you have these these things done then you go on to the next

[16:51] things done then you go on to the next step as I said in terms of the

[16:52] step as I said in terms of the initiatives right so before I shift in

[16:56] initiatives right so before I shift in terms of the other spaces any other sort

[16:58] terms of the other spaces any other sort of questions anything you have in mind

[17:02] of questions anything you have in mind so definitely a very good um use of um

[17:06] so definitely a very good um use of um using AI to help you with your strategy

[17:08] using AI to help you with your strategy so thanks for sharing um how someone can

[17:12] so thanks for sharing um how someone can actually start with the strategy take

[17:14] actually start with the strategy take some assistance from the AI but you

[17:15] some assistance from the AI but you can't totally depend on the AI you

[17:18] can't totally depend on the AI you really need to be clear from your

[17:20] really need to be clear from your business point of view uh what should be

[17:22] business point of view uh what should be the way forward right so that's a great

[17:24] the way forward right so that's a great insight that we've got from here and how

[17:26] insight that we've got from here and how you can use AI to um you know help you

[17:29] you can use AI to um you know help you with all of this uh but before we move

[17:32] with all of this uh but before we move forward just wanted to share our

[17:34] forward just wanted to share our contacts for those who want to reach out

[17:36] contacts for those who want to reach out to us for any consulting and if you need

[17:39] to us for any consulting and if you need assistance with setting up your strategy

[17:41] assistance with setting up your strategy as well as your OKRs etc so uh if Jamu

[17:45] as well as your OKRs etc so uh if Jamu if you give me a permission I can just

[17:47] if you give me a permission I can just quickly share for the benefit of our

[17:49] quickly share for the benefit of our users.

[17:50] users. And go ahead.

[17:51] And go ahead. Thank you. And um

[18:01] all right. So for all of you who are um watching this episode uh you can reach

[18:04] watching this episode uh you can reach us through these two uh email ids. So

[18:07] us through these two uh email ids. So Chandramartmy.ai

[18:09] Chandramartmy.ai and CEO wiselywise.com in case you need

[18:12] and CEO wiselywise.com in case you need any uh assistance.

[18:16] any uh assistance. Yeah, probably you can also add my

[18:17] Yeah, probably you can also add my WhatsApp mobile number while I'm

[18:19] WhatsApp mobile number while I'm presenting on the other screen so that

[18:21] presenting on the other screen so that uh uh people can also find it easier to

[18:24] uh uh people can also find it easier to contact on the WhatsApp or probably even

[18:27] contact on the WhatsApp or probably even call us. We do have calendar links to

[18:30] call us. We do have calendar links to book it but uh it's okay to you know um

[18:34] book it but uh it's okay to you know um contact us through these as long as you

[18:36] contact us through these as long as you have a very specific agenda we are more

[18:38] have a very specific agenda we are more than happy to assist you. Okay. So while

[18:41] than happy to assist you. Okay. So while Hamsa is uh busy on updating that

[18:44] Hamsa is uh busy on updating that particular slide, I will take a moment

[18:45] particular slide, I will take a moment to shift gears here and u basically u

[18:51] to shift gears here and u basically u talk about what is the next step that

[18:54] talk about what is the next step that you really need to do here. Now one

[18:57] you really need to do here. Now one important thing and again something we

[18:59] important thing and again something we all understand is that u who is your

[19:03] all understand is that u who is your customer? That is a very very big

[19:06] customer? That is a very very big question and most small businesses get

[19:08] question and most small businesses get it wrong. So in and as a digital

[19:12] it wrong. So in and as a digital marketing expert Hamsa you know we we

[19:15] marketing expert Hamsa you know we we call that as uh an ICP right. So let me

[19:21] call that as uh an ICP right. So let me just see if we can just write it down

[19:22] just see if we can just write it down over here. So you basically call it as

[19:25] over here. So you basically call it as an ICP an ideal customer profile or an

[19:30] an ICP an ideal customer profile or an ideal client profile or ideal consumer

[19:32] ideal client profile or ideal consumer profile. Essentially this is a write up

[19:36] profile. Essentially this is a write up in terms of who your ideal customer is,

[19:40] in terms of who your ideal customer is, who they are, what what do they do and

[19:43] who they are, what what do they do and you are aware of the terms we actually

[19:45] you are aware of the terms we actually get into a big exercise in terms of even

[19:48] get into a big exercise in terms of even defining who the customer is for our

[19:51] defining who the customer is for our clients because

[19:53] clients because absolutely gentle thanks for sharing

[19:55] absolutely gentle thanks for sharing this and uh this is a very important

[19:58] this and uh this is a very important aspect that um you know we find uh when

[20:01] aspect that um you know we find uh when we interacting with lot of founders and

[20:02] we interacting with lot of founders and business owners is uh they're not very

[20:04] business owners is uh they're not very clear about the ICP and uh in fact if

[20:08] clear about the ICP and uh in fact if you're not clear about your ICP it

[20:09] you're not clear about your ICP it affects everything. Yeah. And in in fact

[20:12] affects everything. Yeah. And in in fact in terms of conversion and getting

[20:14] in terms of conversion and getting business uh is affected if you're

[20:16] business uh is affected if you're targeting the wrong audience. So very

[20:19] targeting the wrong audience. So very very important point and uh I'll let

[20:21] very important point and uh I'll let Chandu continue.

[20:23] Chandu continue. Sure. So essentially we are you know

[20:28] Sure. So essentially we are you know looking at uh how do we really define

[20:31] looking at uh how do we really define these ICPS

[20:34] these ICPS and uh how do we um you know uh give me

[20:39] and uh how do we um you know uh give me a second as I log out of the other

[20:40] a second as I log out of the other system how do we really go ahead and uh

[20:45] system how do we really go ahead and uh define that now why do we need to do

[20:46] define that now why do we need to do that because if you don't know your

[20:49] that because if you don't know your clients you don't know where they are

[20:52] clients you don't know where they are how do you really run marketing

[20:55] how do you really run marketing And I'm frequently surprised when

[20:56] And I'm frequently surprised when clients come to us and uh they have a

[20:59] clients come to us and uh they have a very generic view of their clients. Oh,

[21:01] very generic view of their clients. Oh, my clients are there in Southeast Asia.

[21:03] my clients are there in Southeast Asia. Um I think I'll target all hospitals. U

[21:07] Um I think I'll target all hospitals. U probably it is only senior management.

[21:09] probably it is only senior management. You see, it's all very vague. It's all

[21:12] You see, it's all very vague. It's all fluff and

[21:15] fluff and you really don't have an understanding

[21:17] you really don't have an understanding of your own clients. If you are not able

[21:19] of your own clients. If you are not able to go to the level of and I always call

[21:23] to go to the level of and I always call this I if I can't touch and feel the ICP

[21:27] this I if I can't touch and feel the ICP to the level of a detail that I can

[21:29] to the level of a detail that I can identify your ICP on the street as I

[21:31] identify your ICP on the street as I walk along then you don't really have a

[21:33] walk along then you don't really have a definition of a client. While there are

[21:36] definition of a client. While there are many CRM and lot of email software

[21:38] many CRM and lot of email software vendors who claim that they can actually

[21:41] vendors who claim that they can actually uh identify and send some campaigns but

[21:43] uh identify and send some campaigns but believe me it is up to you to define

[21:46] believe me it is up to you to define your ICP to the level of a detail that

[21:49] your ICP to the level of a detail that it makes tremendous sense um for you and

[21:54] it makes tremendous sense um for you and if you don't want your AI to hallucinate

[21:57] if you don't want your AI to hallucinate which I'm sure is uppermost on your mind

[21:59] which I'm sure is uppermost on your mind you better get your ICP really nailed

[22:01] you better get your ICP really nailed down. Now of course you can always go

[22:04] down. Now of course you can always go ahead and you know ask the same

[22:05] ahead and you know ask the same questions which I did with perplexity.

[22:07] questions which I did with perplexity. Ask what is an ICP and you can just have

[22:09] Ask what is an ICP and you can just have it again as a sort of a idea board. You

[22:12] it again as a sort of a idea board. You can just bounce these ideas and you can

[22:14] can just bounce these ideas and you can continue on that. Right now what we

[22:17] continue on that. Right now what we actually do is and uh let me just share

[22:21] actually do is and uh let me just share my other screen. Essentially

[22:24] my other screen. Essentially what I have done is to say that uh I

[22:29] what I have done is to say that uh I want to actually

[22:33] want to actually um manage my ICPS and today I don't see

[22:37] um manage my ICPS and today I don't see any software or anything which is

[22:38] any software or anything which is actually um what you can call uh

[22:43] actually um what you can call uh helping with this definition of ICPS or

[22:45] helping with this definition of ICPS or whatever they do it after you get some

[22:47] whatever they do it after you get some customers right probably as part of your

[22:48] customers right probably as part of your CRM but what about your ICP so in Maya

[22:52] CRM but what about your ICP so in Maya smarty.ai

[22:54] smarty.ai we started by saying that you know what

[22:56] we started by saying that you know what you need to actually manage your ICPS to

[22:59] you need to actually manage your ICPS to start with right and let's see a

[23:02] start with right and let's see a fictitious person here so you I have

[23:04] fictitious person here so you I have logged into Maya at this point of time I

[23:06] logged into Maya at this point of time I have actually come into a product called

[23:07] have actually come into a product called as lead genie which is under your

[23:11] as lead genie which is under your business tools and then I want to look

[23:15] business tools and then I want to look at what are the various ICPS over there

[23:18] at what are the various ICPS over there and uh let me for example take

[23:26] for a fictitious name like John at www.com

[23:30] a fictitious name like John at www.com and you would see that uh Maya allows

[23:34] and you would see that uh Maya allows you to create your ICP dashboard where

[23:37] you to create your ICP dashboard where you can create a new ICP and you can

[23:41] you can create a new ICP and you can define various factors of an uh ICP and

[23:46] define various factors of an uh ICP and this helps you to get a solid foundation

[23:48] this helps you to get a solid foundation to get started on your whole marketing

[23:50] to get started on your whole marketing journey.

[23:51] journey. Now when you do define your ICPS we

[23:54] Now when you do define your ICPS we specifically ask question in terms of

[23:56] specifically ask question in terms of what is the industry where they are

[23:58] what is the industry where they are whether they are a small business or a

[23:59] whether they are a small business or a big business right and we are also

[24:03] big business right and we are also looking at what should be their uh key

[24:06] looking at what should be their uh key phrases how do your customers search for

[24:08] phrases how do your customers search for you and all of this gets into one

[24:12] you and all of this gets into one particular dashboard for you and if I

[24:16] particular dashboard for you and if I may be able to so if I actually say I

[24:19] may be able to so if I actually say I want to create a new ICP. All I have to

[24:23] want to create a new ICP. All I have to do is just add all the details here in

[24:25] do is just add all the details here in terms of the title, what's the industry

[24:27] terms of the title, what's the industry they are, which location they are,

[24:29] they are, which location they are, what's the company size and this is very

[24:31] what's the company size and this is very critical which is buying intent.

[24:34] critical which is buying intent. Why would your customer search for you

[24:36] Why would your customer search for you products and services? Enter that. So

[24:38] products and services? Enter that. So maybe it is called as best CRM software

[24:40] maybe it is called as best CRM software or best medical devices. Add the

[24:42] or best medical devices. Add the keyphrase here. So once you are able to

[24:45] keyphrase here. So once you are able to save all of these out over here in

[24:48] save all of these out over here in smartmy

[24:50] smartmy AI now all that you have to do is you

[24:53] AI now all that you have to do is you will be able to start getting into the

[24:56] will be able to start getting into the next phase of managing your ICPS and

[24:58] next phase of managing your ICPS and your um marketing. Now why use Maya AI

[25:02] your um marketing. Now why use Maya AI is obviously we are adding functionality

[25:04] is obviously we are adding functionality so that

[25:06] so that you are able to use AI to save and

[25:10] you are able to use AI to save and manage these ICPS and in the future we

[25:13] manage these ICPS and in the future we also wanted to automatically create some

[25:15] also wanted to automatically create some of these by going out as an agent and

[25:18] of these by going out as an agent and figuring out more details and helping

[25:20] figuring out more details and helping you and having a more enriched profile

[25:22] you and having a more enriched profile for your ICP.

[25:24] for your ICP. So that brings us to the third use case

[25:27] So that brings us to the third use case where we are seeing that to manage your

[25:31] where we are seeing that to manage your marketing uh strategy your OKRs go to

[25:35] marketing uh strategy your OKRs go to the next level and specifically for

[25:37] the next level and specifically for areas such as defining your ICP and

[25:39] areas such as defining your ICP and managing your ICP you start using AI and

[25:42] managing your ICP you start using AI and that's the reason why I brought about

[25:43] that's the reason why I brought about this particular screen. Any questions on

[25:46] this particular screen. Any questions on this?

[25:48] this? Thanks Chandrru. So this is a very neat

[25:50] Thanks Chandrru. So this is a very neat uh way of how someone can use a tool

[25:53] uh way of how someone can use a tool like Maya AI to define the ICP. So um

[25:58] like Maya AI to define the ICP. So um thanks for the insight. But one question

[26:00] thanks for the insight. But one question that I have which is coming to my mind

[26:03] that I have which is coming to my mind is um people are always confused about

[26:05] is um people are always confused about the buyer intent, right? So they're not

[26:08] the buyer intent, right? So they're not very clear about this. So could you

[26:09] very clear about this. So could you could you share a bit more on buyer

[26:11] could you share a bit more on buyer intent?

[26:13] intent? Sure. So, um, let me see if I can get,

[26:17] Sure. So, um, let me see if I can get, uh, one of the Google tabs up and

[26:20] uh, one of the Google tabs up and running.

[26:22] running. Okay, let me know once you see my screen

[26:25] Okay, let me know once you see my screen with the empty Google search, right? So,

[26:31] with the empty Google search, right? So, was there any new I mean recently did

[26:33] was there any new I mean recently did you buy anything? Any any product or

[26:35] you buy anything? Any any product or service? It could be a simple one, not

[26:37] service? It could be a simple one, not not a complicated technical one.

[26:40] not a complicated technical one. Uh probably I was looking for a camera.

[26:45] Uh probably I was looking for a camera. Okay. Let's say you want to uh what you

[26:49] Okay. Let's say you want to uh what you can call identify the camera. So what do

[26:52] can call identify the camera. So what do you do out on Google? I'm just going to

[26:54] you do out on Google? I'm just going to type as you are talking.

[26:56] type as you are talking. So I'm going to look for um a digital

[26:59] So I'm going to look for um a digital camera which is very powerful. So just

[27:03] camera which is very powerful. So just say digital camera that is uh very

[27:10] say digital camera that is uh very powerful let's just stop at this point

[27:11] powerful let's just stop at this point of time that's a good enough one right

[27:14] of time that's a good enough one right and all that we do after typing in

[27:16] and all that we do after typing in something like this enter in a mobile or

[27:18] something like this enter in a mobile or a laptop

[27:19] a laptop I just say enter

[27:31] this phrase on the top. Do you see digital

[27:33] phrase on the top. Do you see digital camera? That's very powerful.

[27:35] camera? That's very powerful. That is usually called as the keyphrase

[27:39] That is usually called as the keyphrase that users type in

[27:42] that users type in to get the results on let's say Google

[27:46] to get the results on let's say Google and nowadays people use AI but we will

[27:48] and nowadays people use AI but we will come to that later but at this point of

[27:50] come to that later but at this point of time Google search is still the king of

[27:52] time Google search is still the king of uh finding uh products and services.

[27:56] uh finding uh products and services. Now many people get confused saying that

[27:58] Now many people get confused saying that this is buyer intent. This is not your

[28:01] this is buyer intent. This is not your intent,

[28:04] right? This is just a search keyphrase that you

[28:06] This is just a search keyphrase that you just typed in. Now you may be typing

[28:09] just typed in. Now you may be typing like this. I may type it in a very

[28:10] like this. I may type it in a very different way. Somebody else might type

[28:11] different way. Somebody else might type for digital camera. But all our intents

[28:14] for digital camera. But all our intents are very different. What is it? What is

[28:15] are very different. What is it? What is what is your intent? Why did you really

[28:16] what is your intent? Why did you really buy want to buy or check this digital

[28:18] buy want to buy or check this digital camera?

[28:21] camera? Basically because I wanted something

[28:22] Basically because I wanted something which will capture my memories very

[28:24] which will capture my memories very well. we go out and I want something

[28:26] well. we go out and I want something which will be able to capture the the

[28:29] which will be able to capture the the moments very clearly and beautifully. So

[28:32] moments very clearly and beautifully. So that's what I'm looking for which is

[28:33] that's what I'm looking for which is very powerful.

[28:34] very powerful. But why do you need to do that? Why do

[28:35] But why do you need to do that? Why do you need to store your that memories or

[28:38] you need to store your that memories or the ones to be beautiful?

[28:39] the ones to be beautiful? So for me I I I want to capture

[28:42] So for me I I I want to capture different phases of life uh and

[28:45] different phases of life uh and everything associated with that and I

[28:47] everything associated with that and I want it to be very clear and um you know

[28:50] want it to be very clear and um you know the quality to be really highend. So

[28:52] the quality to be really highend. So when I talk about a digital camera, I

[28:54] when I talk about a digital camera, I really want something which goes beyond

[28:56] really want something which goes beyond your usual iPhones etc. It really needs

[28:59] your usual iPhones etc. It really needs to help me with the lenses.

[29:00] to help me with the lenses. Why?

[29:00] Why? Um I want to zoom in, zoom out. I really

[29:03] Um I want to zoom in, zoom out. I really need to get the clarity.

[29:03] need to get the clarity. Why? Why do you need all of this?

[29:05] Why? Why do you need all of this? Basically because it makes me happy if I

[29:07] Basically because it makes me happy if I get that kind of clarity in my pictures.

[29:10] get that kind of clarity in my pictures. Right. And what really makes you happy?

[29:12] Right. And what really makes you happy? Because you have like um saved the

[29:15] Because you have like um saved the memories. You can access it at any point

[29:17] memories. You can access it at any point probably many years in the future,

[29:19] probably many years in the future, right?

[29:20] right? Yes. So you can see that your objective

[29:24] Yes. So you can see that your objective is not really that it has to be a

[29:26] is not really that it has to be a powerful camera. You're not comparing

[29:28] powerful camera. You're not comparing between two powerful cameras, but your

[29:31] between two powerful cameras, but your intent really is that I want to actually

[29:34] intent really is that I want to actually potentially store these in a very safe

[29:38] potentially store these in a very safe and secure way. It is actually in a very

[29:40] and secure way. It is actually in a very beautiful sort of photos is taken. So

[29:43] beautiful sort of photos is taken. So that at the end of the day, I'm very

[29:44] that at the end of the day, I'm very happy

[29:46] happy using this particular camera.

[29:50] using this particular camera. Right. So as you can see you have to

[29:55] Right. So as you can see you have to figure out as to saying that what is the

[29:57] figure out as to saying that what is the sort of phrases

[29:59] sort of phrases that can capture the buyer intent

[30:01] that can capture the buyer intent better. Don't expect your users or

[30:05] better. Don't expect your users or people who are searching to be very

[30:07] people who are searching to be very accurate in the way they're typing the

[30:09] accurate in the way they're typing the English phrases or any language that

[30:10] English phrases or any language that they use. However, if you are able to

[30:14] they use. However, if you are able to come up with the phrases that are much

[30:18] come up with the phrases that are much closer to the buyer's actual intent

[30:21] closer to the buyer's actual intent rather than what are they just typing

[30:23] rather than what are they just typing that should be associated with your ICP.

[30:32] Now, it's a two-way process. Why? Because on one end you have your let's

[30:34] Because on one end you have your let's say your buyer intent, the other end you

[30:37] say your buyer intent, the other end you have your ICP. Correct? Now you have to

[30:41] have your ICP. Correct? Now you have to be clear as to who is your ICP you want

[30:43] be clear as to who is your ICP you want to sell to and what is the sort of

[30:48] to sell to and what is the sort of buyer intent uh phrases which are

[30:50] buyer intent uh phrases which are associated with this ICP. So you're

[30:52] associated with this ICP. So you're probably going to go back and forth

[30:54] probably going to go back and forth between these two thought processes so

[30:58] between these two thought processes so that you can sort of finalize your ICP

[31:01] that you can sort of finalize your ICP and sort of come to a very sharp

[31:05] and sort of come to a very sharp conclusion as to who your ICP is.

[31:08] conclusion as to who your ICP is. You may find out that u you are selling

[31:11] You may find out that u you are selling digital cameras and then probably AMSA

[31:14] digital cameras and then probably AMSA is wanting to buy the digital cameras

[31:17] is wanting to buy the digital cameras but then AMSA may not really be your ICP

[31:21] but then AMSA may not really be your ICP because probably she's looking at

[31:23] because probably she's looking at something with more storage space rather

[31:25] something with more storage space rather than something which is more powerful

[31:29] than something which is more powerful and you may be only having a very

[31:30] and you may be only having a very powerful camera and that could be to

[31:33] powerful camera and that could be to somebody who is actually a wildlife

[31:34] somebody who is actually a wildlife photographer which may or may not be

[31:36] photographer which may or may not be Hamsa.

[31:38] Hamsa. So you see where people get stumbled

[31:39] So you see where people get stumbled upon in marketing because they don't

[31:41] upon in marketing because they don't have this clarity up front and then they

[31:43] have this clarity up front and then they blame saying that AI can or cannot do or

[31:45] blame saying that AI can or cannot do or there's a hype about all of this AI.

[31:52] Right. Thank you so much Andrew. I think this was really really uh helpful and

[31:55] this was really really uh helpful and I'm sure our viewers would really

[31:57] I'm sure our viewers would really appreciate the depth of um defining what

[32:01] appreciate the depth of um defining what uh this buyer intent is all about. So

[32:04] uh this buyer intent is all about. So thank you so much and I think uh

[32:06] thank you so much and I think uh information about ICT was very very

[32:08] information about ICT was very very relevant and very good. Um now before we

[32:12] relevant and very good. Um now before we end I still want to show the uh contact

[32:15] end I still want to show the uh contact us uh details once before we leave. So

[32:18] us uh details once before we leave. So in case any of our uh viewers want to

[32:21] in case any of our uh viewers want to contact us for any consulting they can

[32:22] contact us for any consulting they can reach out to us. So if I have your

[32:24] reach out to us. So if I have your permission may I just quickly share my

[32:26] permission may I just quickly share my screen?

[32:26] screen? Sure. So you can see the contact us um

[32:30] Sure. So you can see the contact us um details and any of you who are watching

[32:34] details and any of you who are watching this episode uh if you want to reach out

[32:36] this episode uh if you want to reach out to us you can reach out to us in any of

[32:38] to us you can reach out to us in any of these two emails and there is a WhatsApp

[32:40] these two emails and there is a WhatsApp number as well for those who would

[32:42] number as well for those who would prefer to WhatsApp directly.

[32:45] prefer to WhatsApp directly. All right. So kindly take note.

[32:49] All right. So kindly take note. Okay. So we will tackle the rest of the

[32:53] Okay. So we will tackle the rest of the um topics in our next episode. Yes,

[32:57] um topics in our next episode. Yes, absolutely. Thank you so much Andrew

[32:59] absolutely. Thank you so much Andrew once again for all the insights and uh

[33:03] once again for all the insights and uh you know very very important important

[33:04] you know very very important important for all business owners to know. So I'm

[33:06] for all business owners to know. So I'm sure everybody will appreciate the um

[33:09] sure everybody will appreciate the um the insights right from having a OKR all

[33:12] the insights right from having a OKR all the way to what is an ICP and also the

[33:15] the way to what is an ICP and also the various tools that um everyone can um

[33:19] various tools that um everyone can um try out especially the AI tools to

[33:21] try out especially the AI tools to assist us assist them for getting all

[33:24] assist us assist them for getting all these uh strategies in place. So, thank

[33:26] these uh strategies in place. So, thank you once again. Until we meet again for

[33:28] you once again. Until we meet again for the next episode, take care. Bye-bye.