The most human skill that becomes more valuable as AI gets better

Marketing teams struggle with AI implementation while maintaining human connection. Amanda Cole, Chief Marketing Officer at Bloomreach, explains how authentic storytelling becomes more valuable as automation increases. She demonstrates using Claude for daily research workflows, building custom share-of-voice tracking tools with Supabase integration, and organizing strategic insights through NotebookLM project folders. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

• 0:25Speaker 01

  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.

• 0:36Speaker 02

  Getting brands authentically integrated into content performs better than TV advertising.

• 0:42Speaker 03

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

• 0:46Speaker 01

  If 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.

• 0:53Speaker 00

  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 use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

• 1:16Speaker 04

  Okay, last question for you. Tell me the places where you go to get information that makes you one of the top marketers in the world?

• 1:24Speaker 05

  I have so many. Claude actually is a great resource for helping you find resources. Obviously, the Martech Podcast.

• 1:31Speaker 04

  Stop, stop, go on.

• 1:33Speaker 05

  Please, tell me more. Emily Kramer from, she does MKT1, is a great publication with frameworks and different tips and tricks. There's an AI influencer named Ally who does a ton of stuff on Instagram that I love because it's short.

• 1:48Speaker 04

  An AI influencer as in not a real person?

• 1:51Speaker 05

  No, sorry. She's an influencer in AI.

• 1:53Speaker 04

  Okay.

• 1:54Speaker 05

  AI influencer. Ally Miller is a real person who talks a lot about AI. And then there's Natalie from Corporate who's, so I guess I have a lot of Instagram examples now that I'm thinking about it.

• 2:04Speaker 04

  You're on Instagram consuming a lot of marketing content. That's actually the most interesting thing to me.

• 2:10Speaker 05

  I got to the top, don't you know? But there really is, there is a ton of information, and I do think expanding your ability to consume.

• 2:20Speaker 05

  Claude really does, and actually Notebook LM is another thing that I use because as I get the sources from Claude and pull in, and I'm able to capture and summarize where where things are at least high level interesting, I can then double click and go into more detail. And I store and actually organize my research in Notebook LM.

• 2:36Speaker 04

  Tell me more about that. Notebook LM as your database essentially for research, how are you using it?

• 2:44Speaker 05

  Yeah, it's it's awesome because you can pull all the different topics, you can organize in folders by projects, you can query and have conversations. And essentially, almost a digital twin version of yourself that you can debate with, based on the context sources that you pull into Notebook LM. And so Claude from a, I am obsessed with Claude. I am, I, the first thing I log into every day is Claude. And most of the people I know, it's the same. And so like identifying those sources, having questions, getting information, identifying thought leaders or posts or articles that, or even books that I should be reading.

• 3:23Speaker 05

  And then the ones that that I want to keep track of or be able to reference and go back on and include in in my thought process. Those get stored in different project folders in Notebook LM.

• 3:33Speaker 04

  Tell me the coolest thing that you built yourself using AI.

• 3:37Speaker 05

  I, I mean, I get really excited about the stuff that I build. And then when we go to actually use it, it doesn't necessarily work or it's not as cool as I thought. You know, I'll create a calculator that I think is really cool. Or I actually created a share a voice tracking tool. I used, I connected Claude to Supa Base to Vercel. And I built this whole, what I thought was a really cool share a voice tracking tool. And I sent it to our PR team and they're like, you're an idiot. There are so many reasons why this doesn't work. So I think.

• 4:04Speaker 04

  PR can't say that. They're supposed to be all buttoned up.

• 4:08Speaker 05

  They did. They were, they threw it out. So what I think is cool is that for all of our lives, everybody has been able to do the job of marketing. They've all told us how to write copy better, how design could be better, what swag could be better. And now finally, we can say to engineering, we can do your job. I think that's cool.

• 4:31Speaker 04

  The coolest thing I built is the replacement and the ability to say, hey, engineering, I could do that, too.

• 4:36Speaker 05

  I can do your job. Yeah.

• 4:38Speaker 04

  Uh, the most useless and my favorite thing that I've built with all of our internal tools, the color of the page changes throughout the day. I hear everything's logo has a gradient in it and it looks a little bit like a sunrise. So the color changes where the gradient changes. So it looks like it's goes from sunrise to sunset throughout the day. So when I look at any given page that I'm on, I basically know where I am in the day of whether I need to hustle or whether I still have time. Cause like it's golden hour at the end of the day. And then, you know, when I log in at night, the page is like black like midnight and it looks like a club. It's my favorite useless AI development.

• 5:20Speaker 04

  All right. Well, uh, Amanda, I appreciate you coming on the podcast, humoring me with the cookie metaphor, telling us a little bit about how to get ready for the new era of marketing and talking about some of the fun stuff you've been built. Thanks for coming on and being my guest.

• 5:33Speaker 05

  Thanks for having me.

• 5:34Speaker 04

  All right. And that wraps up this episode of the Martech Podcast. Thanks to Amanda Cole, the CMO of Bloom Reach for joining us. If you'd like to contact Amanda, you can find a link to her LinkedIn profile on our show notes or on martechpod.com, or you can visit her company's website, which is bloomreach.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app 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.

• 6:32Speaker 00

  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 ihereverything.com.