In this 30‑minute presentation Eric Siu walks marketers and business leaders through concrete, repeatable ways to embed ChatGPT and other large language models into daily workflows to dramatically boost productivity and strategic impact. He begins by framing ChatGPT as a long‑term strategist that can remember brand voice, past decisions, and goals, enabling rapid prioritization, risk assessment, and go‑to‑market planning. He then demonstrates prompt‑engineering techniques for high‑quality copywriting—email sequences, newsletters, landing‑page scripts—and shows how to pit multiple models against each other for iterative improvement. Siu shares a personal story of translating a Chinese letter and turning it into a poem, illustrating the creative fidelity of modern LLMs. The talk moves to AI‑driven creative brainstorming for thumbnails, headlines, and ad concepts, followed by real‑time campaign reporting and performance loops that let marketers summarize traffic shifts and email results without data‑team bottlenecks. He introduces an autonomous feedback workflow built with Lindy.ai that scans Slack stand‑up messages and delivers coaching at scale. For B2B account‑based marketing, he showcases Karrot.ai’s ability to generate personalized LinkedIn ads and landing pages. Siu also details deep competitor and content‑gap research by integrating ChatGPT with HubSpot CRM, turning weeks of analyst work into a two‑hour prompt. He outlines a daily news‑to‑short‑form content pipeline using HeyGen and ElevenLabs, and finally explains how AI can automate recruiting assessments, scoring candidates against rubrics to accelerate hiring decisions. Throughout, Siu emphasizes the speed, cost savings, and strategic leverage that come from treating LLMs as an ever‑learning partner, promising up to 100× ROI for businesses that adopt these practices.
Chapters
Everyone in marketing is using ChatGPT now, but most people just aren't using it effectively. If you've ever prompted ChatGPT and been frustrated with the output, I'm sorry to say that it's probably the input that was the problem. But today we're going to help you fix that and talk through new ways that you can actually use ChatGPT to become an exceptional business and marketing person. In this video, I'm going to walk you through how I actually use ChatGPT and other LLMs to think better, create faster, and operate more strategically as a business person and a marketer. These aren't theory or templates. This is actually how I use it inside my business every single day. Here's what we'll cover: how to turn ChatGPT into a long-term strategist, writing better copy, whether for email, landing pages, or video scripts, using AI for competitor research and visual brainstorming, real-time feedback loops that improve your marketing immediately, building reports and workflows for hiring, trend spotting, and campaign decision-making. So let's get into it. ChatGPT is an excellent strategist and executor, but you have to set the groundwork for it to actually do this well. So the beauty of ChatGPT now is it has reasoning models that you can use. It also has memory, and so it'll remember your past goals, your past decisions, and your brand voice. You can all save it into a project if you want, and just keep in mind that you can continue to work with it more and more. And so it compounds with you as a strategic partner for content direction, go-to-market planning, and campaign ideas. And when I think about evaluating priorities or launch ideas, I use ChatGPT to help me map out options, identify risks, and clarify next moves. Earlier this week, I had a couple business decisions to make. What should I be spending my time on? What should we do about strategic hires that we need to make? Or what should we do about helping this person perform at a higher level? These are things that might have taken me weeks, but They got done in minutes. And I remember maybe a week or two ago, I had a legal agreement. We got that done very quickly, and that usually would've cost us probably a couple thousand dollars, if not 5 figures. The speed of getting things done now, now that you have a strategic thinker that remembers what you say, and also it has infinitely better reasoning than you do, you are now a much better strategist and executor because you have this genius in your pocket. For the next part, you have to understand that the core of marketing is great writing, emails, headlines, hooks. And ChatGPT helps you write faster and iterate smarter, but you need to prompt it well to actually create winning copy. So you can use ChatGPT to write and refine emails, sales copy, and short-form video scripts. You can even have these models compete against each other. So whatever email one comes up with, you just tell Claude, hey, ChatGPT came up with this one, can you do better? And you'll find that the outputs are going to be a lot better. And one example recently was that I had sales copy and it was for a 7-sequence cold email for one of our products, ClickFlow. And using my little dictation tool, I said, okay, here's what I want email 1 to look like, email 2, email 3, email 4. I don't want it to be too salesy. I want it to be persuasive. I want it to be an email that stands out where it's irresistible, where they have to open it. It did a really good job. And then I just continued to refine with it over and over. You can even have your newsletter become automated. You can show all the newsletters that you've done in the past and just have it copy that style. You can have it come up with short-form scripts for YouTube, for example. The options are endless. You can just write better copy faster.
I'm gonna tell you one thing.
I had a Uh, recent family situation. So my mom passed, uh, unfortunately about a week ago, and she wrote the most beautiful letter, but it was in Chinese. I had ChatGPT translate it, and not only did it translate it, it asked me if it wanted to make it into a poem. That poem is the most beautiful thing that I've seen an AI write ever. It was actually better than the original human copy.
Sorry, Mom.
It was— it just was, right? And I showed it to a couple friends, and when they read that thing, they cried. We are getting to the point now where you can't even tell the difference anymore. And that is the beauty of having this infinitely smart AI companion in your pocket that is only gonna get smarter. And by the way, look, if we're going to talk about content, we gotta talk about creative too, because creative is getting easier than ever to make. Sometimes I don't need a final ad, I just need direction, and ChatGPT gives me 5 in seconds. And here's how I do it.
This is me actually working on YouTube packaging. So the thumbnails, the headlines. And so I picked a couple things I like, but I also took in my brand guidelines and headlines or the thumbnails that work for us. And then I just asked it to help me come up with different headlines and it gives me a couple. So it works off of fear, curiosity hooks, value-driven and direct, extreme shock factor. I ask it to ask me clarifying questions around the meat of the content and then give me a very strong hook plus bullet points to riff off of and occasional open loops to keep people hooked. Then what I do, you can see here, I've dictated this out using Super Whisper, which is my dictation app of choice. This is just me going back and forth and working with ChatGPT as if it's my I'm not just taking what its answers are at face value. I'll show you six agents that help me build my content, my cold outreach, my calendar, help me find top talent. This is another full-time job for somebody else. This concept works for any type of content.
So now let's move on to more complex opportunities that ChatGPT has to offer. The first being campaign reporting. So if you're running marketing, you have to be sending out good reports because if you don't have good data hygiene, then how are you going to know what to attack next? So ChatGPT can summarize campaign performance, traffic shifts. Or email results in seconds. There's no need to wait on ops or data teams. So here's how you actually do it.
This is the beauty of real-time analysis that you can do by combining AI with, let's say, your CRM. And so in this case, we're hooking it in with the CRM and you— we're looking at maybe the last 6 months of sales data versus the previous 6 months and how things have changed, how things have shifted over time. What kind of adjustments should we be making? You are now going to be able to create these reports on demand and make better decisions faster.
Once you're using ChatGPT to finalize ideas and report on performance, it can easily create performance loops. So once you've seen success, you can use what worked in the last push and adjust right away. And let me give you an example. When it comes to making sure that your team is performing at a high level, you want to be able to provide feedback as much as you can.
And there's nothing better than to have an autonomous, Workflow that provides feedback very quickly because you as a person, you can't coach everyone around you all the time and you want the quality to, to remain at a high level. And so what we created using Lindy.ai is this autonomous workflow here where at 2 p.m. every Monday through Friday, it'll run through and look at every— what everyone said. It'll look at the Slack messages in our standup channel and then it'll just, you know, you're an accountability coach tasked with ensuring our team consistently prioritizes high-leverage activities to maximize impact. For our customers and business and provide this feedback. And then, you know, it's going to give more, more guidelines around here. Focus on direct critical feedback to drive growth, framing critiques as opportunities to align time allocation with long-term success. And by the way, this is a prompt that I workshopped with ChatGPT and it made the prompt a lot better. And that allows you to now coach at scale. Imagine coaching people on their standups, coaching people on their sales calls.
Before, you couldn't have a coach in for everything.
Now you can, and this is something that not only will add to your marketing efficiency, but it'll also add to your business efficiency.
If you're in B2B, here's the deal: LinkedIn account-based marketing sucks, but it doesn't have to. With Carrot, it allows you to create personalized ads towards your customers and also personalized landing pages that align with the ads. So you're going to have higher conversions and influence pipeline reporting to prove that your ABM works. So if you want to learn more, just go to carrot.
And you can join the waitlist.
Again, it's karrot.ai, K-A-R-R-O-T, and we'll see you on the other side. I also use ChatGPT for research, including researching your competitors or your own content gaps. We're talking about research that people typically would've paid hundreds of thousands of dollars for and waited maybe weeks or months to get it done. But now, instead of manually compiling data, you can now use ChatGPT to surface competitor strategy, branding goals, and content gaps. And so I'm gonna show you how.
In this case, I'm taking a look at clutch.co and clutch.co. They're not really a competitor, but they're an agency directory and they drive a lot of traffic from an SEO standpoint. And so I just basically said here, I wanted it to do deep research and I want you to show me this content strategy over the last 5 years, the different potential categories, AI, CRM, and what they're betting big on. Show me graphs of biggest category growth in terms of content. But this is the research and you can see if I scroll, scroll, scroll, there's a lot of stuff here, right? And then not like maybe a graph showing how much the content increased or decreased over the years per major category. So you can see this ramping over time. This is deep research that again would have taken a long time to do before, but now I can do very quickly.
So in terms of how you do it, ChatGPT has a deep research function which you could combine with their top reasoning model. And I'll tell you what, I was able to have it combined in with my HubSpot, which is our CRM. And it spent 2 hours yesterday researching my entire CRM and it figured out my exact prompt. I said, I want to understand the last 6 months sales data versus the previous 6 months. And I want you to tell me all the key metrics. I want you to tell me all the highlights. I want you to tell me what I should be prioritizing first and foremost. And it gave me all the data. It gave me the sales velocity rate. It gave me the conversion rates. It told me exactly what The bottlenecks were, and this for sure would've taken an analyst probably over 2 weeks to get done. It would've cost more money and it cost me next to nothing to do this. Now, yet another way you can get ahead of competitors is by staying ahead of the news. ChatGPT turns news into relevant commentary or short-form content for me daily. Here's how you can do it yourself. So this is one of my ChatGPT tasks that I use.
It's a repeating task that appears and hits me every day at 10:00 AM. You can make this task whatever you want it to be just to give you, feed you information every day. And decide what you want to do for it. Eventually you can have this just be tied in with an API, with the HeyGen API, all the other stuff you have going on. HeyGen's— let's say HeyGen becomes a lot more realistic. You know, the ElevenLabs voices are getting better and all these things, right? And so you can just have this cranking out content for you. Now what I'll say is before it used to create much better scripts. It's the first time I've seen this in a while. You can fine-tune this a little bit just to be a lot more prescriptive with the script that you're looking for. And just upgrade the prompt, right? Because over time you're going to need to check on these things. That's what I would say about that.
Now here's another thing. Even if you're not an HR leader, as a marketer, you're constantly hiring freelancers, writers, and strategists. AI helps speed that up too. So what I do when it comes to recruiting, because recruiting is by far the highest leverage thing that I can do as a leader, is I can take completed assignments or assessments because we pay people for assessments. So we just drag these in and I'll say, hey, Please evaluate everyone's assessments based on this rubric over here and then score them on a scale of 1 to 10. The outcomes we're looking for are X, Y, and Z. And then what it'll do is just score everyone. And we actually just did this recently. There was an SEO person that we hired and we stacked them up against other SEOs who are more senior. And it said this one was head and shoulders above the rest and why they were head and shoulders above the rest. What does that do? That saves me time. That helps me make a more informed decision on a bet that I'm going to make. Because as we know, we're lucky if we can get— even get hires 50% right when it comes to recruiting. So AI is here to help you save that time. If you can now just take all of these use cases into practice, ChatGPT won't just help you write better, it'll help you strategize and execute at your highest level. If you like this video and want to learn more about using AI in marketing, you want to check out this video over here on the ultimate guide to building a marketing strategy in the AI
