HubSpot Loop Marketing Tailor STAGE Deep-Dive Part II

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Max, how's your sandwich?

You know what? You know how I've been coming along to loot marketing?

Oh, yeah, Yeah.

I might be coming around to, like, dairy products and eggs.

Yeah, there we go. Let's.

Now it's not just milk happy. Yeah, like I did heavy cream the other day and. Oh, my God.

Well.

My God.

Unreal.

But you know what? I get it. I get the fluffiness thing.

There you go.

Right? See, I'm not so set in my ways.

I can come around on things two years.

Maybe do a little jalapeno and some cottage cheese.

Wait, wait. I want to do a lot of.

Scramble is what I want to do.

Hold up.

Oh, I've done that. It's so good. I learned that from my. From my grandma.

No, ricotta scrambles.

Crazy George is broken.

Are you saying cottage cheese in scrambled eggs?

No, ricotta. No ricotta. But whoever just said cottage cheese and eggs. That is a thing.

Yeah, cottage cheese.

Quiet the noise, Ladies and gentlemen. Chad, did you say cottage cheese in scrambled eggs? Yeah.

Let's go with some jalapenos.

How's that any different from milk?

George, bro.

Wait, what are you. No, you mix it in curdled. Are you kidding? You mix. Hey, eggs curdle, dude. Eggs curdle. Your scrambled eggs is a curdle, my guy.

You know what? We'll all tailor our eggs to the way we want them.

Oh, my God.

Like, this was a setup, you know, except it wasn't.

Chad's just out here trying to express himself. Okay, Liz.

And then I do want to amplify this message.

Yeah.

Have you expressed yourself yet and tailored yet?

Listen, I'm gonna measure the results of this bad boy once I hang up.

Yeah.

Who says marketers can't evolve these eggs later?

Yeah, evolve.

Okay. We're not evolving. We're tailoring. Gentlemen, because we are back for our second episode about Taylor.

Yeah.

The second stage in loop marketing. And this is about Using AI to make your interactions personal, contextual, and relevant. If you are just joining us, sure. You can pick up with this episode. We're talking about the tools and tactics to execute the Taylor stage. But if you want more of a peek into the strategy. The what, the why, the deep dive into what makes the Taylor stage tick, hit up the last episode. But for now, let's get into it. Are we ready?

Sure.

Yes.

No, I'm ready.

So, Max, actually, I want to start with you again. So you said you're coming around again more and more to this loop marketing concept, and we've been watching you go through this journey, stages of grief.

Is that what it was?

Visibly, yes.

Are we at bargaining or denial? Where are we at?

We're.

We're.

We're knocking on the door of acceptance.

Oh, really?

Yeah.

What's holding you back from full acceptance, bud?

I don't know. It's still. It's. I mean, it's still complex, I think. I don't like that I have to do a lot of legwork to explain it. I do less leg work to explain the inbound methodology, but I need to keep reminding myself those things aren't. One's not replacing the other.

Yeah.

And marketing in an AI era is complex already, inherently.

Yeah.

And I think I need to accept that maybe a strategy that gets people to understand it is also inherently going to be a little bit complex. Yeah.

So it's interesting that your brain goes there, Max, because we come to loop marketing because of AI. But I actually think that also AI can help us with loop marketing. And, and what I mean by that is I literally have created a complete assistant that is a loop marketing assistant, meaning I have pumped everything that I can find on the Internet, had it, done research, and like created this brain around this entire concept. Which, by the way, if you're listening to this or viewing this and you're like, hey, I'd like access to something like that where I could start to ask a question specific to my own loop marketing journey. Then hit me up, because I might be able to share it somehow, some way, or build it in a way that I can share it. Right now it's like internal team only project. But man, we have these tools at our fingertips, right, to do this, to really understand it, and then once we really understand it, we'll be able to simplify the way that we actually talk about it, I think, moving forward. So it's kind of an AI on both sides of this conversation for me.

At this point, George, I actually want you to root our discussion before we get started today, and I'm actually going to switch things up and have you start with the one thing. What is the one thing from last week's conversation that you want people to keep in mind about Taylor as we go through the tactics?

Oh, man. I guess I would say that it has to be so sometimes I historically have seen people looking for the easy button, the template, the, you know, let me clone this, which I. I love to clone me some stuff in HubSpot, but in this case, the one thing that I want them to be on their mind from last week and going into this week is this is all gonna have to be customized to you, to your organization, to your HubSpot tools, to your Personas, to your ICPs, to like, to the way that you're going to express yourself through to the customer experience that you're thinking about creating. And that's where you're starting from to, like, there's no template, there's no cloning it. There's no easy button. Like, you're going to have to do the work to tailor it to your stuff.

Love it.

Like, tag along on maybe that little one thing there real quick. Yeah, I just want to make sure that people are aware. You don't have to do that every time you go through the loop. That's the precursor to the first loop travel and then every subsequent loop travel. You could maybe tweak some stuff if you wanted if it didn't hit just right. But outside of that, like, every time you go down the loop next, you're starting with your content idea and then going through the loop, and it will help you kind of begin from that base of knowledge, but you got to start there.

Yeah. Love it.

Fabulous. All right, let's dig in. So at the beginning of any great use of HubSpot, when we are building out strategies, when we are using the AI tools, it begins with the data that you will be using to execute the strategy. So I'm going to throw this out to the crowd to see who has a thought on this first. What are the data points you should be considering or bringing into this strategic discussion about Taylor within HubSpot?

Yeah. Max, Chad, you guys want to go. You want me to go? Like, what? Well, is it.

I mean, isn't this where, like, you kind of. You've already. You've already trained it, you've already taught the AI. You've already taught the AI to sound like you and know what you're about and be like you. But when I think Taylor this is like, where it kind of, I think, ties directly into, you know, kind of classically. What we refer to with inbound is thinking about your buyer Personas, right? Like, it's like, cool AI knows how to make content that sounds like you now. It's like, who are you making it for? Tailoring it for your audience. Right? And I know there's a lot of, you know, they bring up what is it on their main.

Because they call. They talk about unified data at this stage. They talk about transcripts, web behavior, CRM, stuff like that.

Yeah, yeah. And, like, I don't want people to, like, like when they talk about Taylor Express. Taylor. What is it? Yeah. Enrich your data, build your audience segments, make your content personal, and shoot like this one. Again, if we, if we go back to, like, this is the whole, you know, product driving the strategy. I mean, like, they're telling people to use tools here, but it's.

It's.

They say make your content personal, which really translates back to, like, the ultimate rule of inbound is that create content that people are actually looking for. Right. Just because your AI knows how to sound like you, that doesn't necessarily mean that, like, it knows it's creating this specific piece of content for this specific Persona. I think now they use the word icp, right? Because they want to sound like all the other, you know, folks that talk about that when it's really still just your buyer Persona. But.

All right, so. So, Liz, the original question was data that matters, right? So, like, when I think of Taylor, data points that matter, let's break it down into buckets. So who they are. And let's use some words that will resonate with HubSpot users. Role, responsibility, company size, industry, buying, team, end user, account, tier, target account. Like, I want you to start to think about the data that's collected in. Because your brain, when I say some of these words, you might literally go to, like, the target account tool. But I'm literally just talking about, like, who, who, who they are and what data you capture around who they are. Some, by the way, could be custom from the things that I'm just throwing out here. Like, I like to talk about second smart questions based on, like, the Persona and stuff like that.

Okay.

The next group that I want you to think about is where they are. So what's their life cycle stage? What's their deal stage? Are they in some type of trial status or do they have, like, a product plan? Are they new or versus returning visitor? Like, where are they in this actual, like, journey? That they're going to be part of with your organization. The next bucket that I think we need to think about is what they just did. Because in this fast paced world one of the things that we can use AI for is to keep up. And, and HubSpot is, and HubSpot tools are getting really good at just keeping up. So think about high intent pages, viewed recency, frequency, things like that maybe it's maybe even app in app events or some feature usage or things like that session depth scroll like so think about like your heat maps and different things like search terms that they're using on your actual like in an app or website downloads that they've downloaded. So what did, what did they just do? What, what conversion, what conversation has just happened? Then I think there's the consent and trust. So like what email subscription types are they in? What, what objections, what use cases, what outcomes have they mentioned? Like and, and are you asking questions like that in the sales process, service process or marketing forms or marketing process? Like these are, these are value and risk is another bucket that you might think about. So lead scoring or fit, non fit pipeline, influencer influence, revenue, past revenue, future revenue. Like unsubscribe spams like complaint history. Like these are, these are like value and risk and then signal quality checklists like is this earned? Is this like, you know, like these are, these are like the major buckets. Hopefully you've had like a notepad as I was kind of writing those down because this is why I said the first thing I said about you've got to tailor it to your organization, your data modeling like your, your people. Because if you take those major buckets and you, and you reverse engineer what HubSpot default property. By the way, take those major buckets, go to your AI assistant, tell it to know everything about HubSpot and ask it what HubSpot default properties fit in these buckets. Then ask your own organization or your own brain and what custom properties that have we created fit in those larger buckets. Like that's when I think about data that's where our brain should go around the tailor stage.

I think that heavily assumes that you already have a huge number of contacts to do that kind of analysis on.

No, it assumes that you would want to have this laid out before you even convert your first contact. Like that's the thing. I'll shut up.

No, no, I, I, I kind of agree with you there. I mean in the same way that I say this assumes that like you already have this like big database of people and all these data points and stuff that you can build these sort of like pre built segments on. You know who it is that you're going to target. I can understand that if you know it. For some people that's going to mean doing a big audit of what you currently have. For smaller companies that haven't built up that large database or audience yet, I'm wondering what that looks like.

I feel like if I can tell you where my brain goes. One, if you're a larger organization and you're trying to map this to what you've historically been done. Yes. An audit and then a discovery session and a deployment session. If, if you're an. If you're new to this and you're just getting started, it's literally like a strategy session. Create it before they actually show up with the best of like your knowledge of the strategy and what you're trying to do with what we're talking about and then deploy it. Because there's nothing wrong with having a segment of 1 which becomes a segment of 5, which becomes a segment of 5,000 because you had it in place as you were getting started. So many of us have had to almost do this for years where we're.

Like working backwards from a big fat database.

Yeah, right.

And that's a big pain because then you're like, I have no clue what properties mean. What about these humans? And I have to go validate the data that's already in there. Rather than I was planning on them to have landing spots from the beginning.

I was planning to ask these questions. I understood I needed to know this data.

Right. Or at least this is the what I thought and I can change tact as I go.

Yeah, we can evolve as we go. Right?

Yeah, we love good branding. Phenomenal.

What's the so what's the so I mean is this essentially. So far as far as we're in the tailor, I mean I hear everything we're saying and then my brain's going, let's creating. We're creating lists of people.

Well yeah, that's the. I mean part of it is what am I missing?

What am I missing there as well, what I'm trying to figure out so.

That data falls into. And it's hard for me to talk about that data without my brain immediately going to some tools which Liz hasn't asked the actual tool question yet. But all of those pieces of data that I listed in those major buckets end up being captured, created or stored or leveraged by different HubSpot tools.

Right.

And segments is Definitely a one of them, but it's. But that's not a list for everything or that's not where it stops is just with lists.

Where does it go, though? That's what I'm trying to figure out because, like.

Seems like a great time for that question you were hoping for, George, isn't it?

Yeah, yeah.

Yep. All right, so, George, we're going to just have you answer this one first. So what is it that we need to understand? So we talked about the data that matters. Now let's talk about the tools that matter inside of HubSpot for Taylor. Are we dealing with the same tools that we're used to? Are these new things? What do we got going on?

No, yeah, tools that you're used to. So the first thing that if you're again, writing this down in a notebook or if you're literally typing this into like your LLM of. Of choice, ChatGPT, perplexity, Gemini, whatever, I want you to list in your brain or capture four things. One, capture signals. Two, decide and route. Three, change the experience. And four, measure and govern. Okay. And I'm going to take one of these at a time, give us time to talk about it and then we'll move on to the. The second, third and fourth one. So the first one, when we think about HubSpot tools and capturing signals, by the way, this is like context that you trust. How many of us have heard, like people say, well, I can't trust HubSpot. That's a. That's been a historical issue because it's like garbage in, garbage out. Right? So when we think about capture signals and we think about the tools, it's like CRM properties, default and custom properties. So contacts, companies, deals, tickets, projects, appointments, me, meetings. Now, by the way, the meetings beta, that it's an object and it's like custom properties and meetings. Oh my God. Anyway, so pass segments.

It's been great.

So active lists. I mean, I literally did a. I digress for a second, but I did a sync property, ideal sync property, two meetings, so that we could trigger something when somebody said a meeting and it hit that synced property that we could do some special stuff in. Anyway, okay, so CRM properties and custom properties, active lists or segments as we're now calling them. HubSpot's behavioral events, conversation intelligence, forms, ops, hub data quality and custom code and consent tools. Like, those are the bucket of tools in HubSpot that go around this idea or strategy or philosophy of capturing signal and having data that you trust.

So that did you Mention buyer intent.

I did not mention buyer intent, but it probably should be in there.

Buyer intent, if you haven't seen it, is wild. Like, I mean, yeah. Oh, that's a wild tool that they built. Like seeing companies hitting your website that might not even be in your CRM yet and like all sorts of stuff, it's wild. Like, I mean, what they're doing with that showing you signal, it's like they're giving you everything you need to make an engagement score. It's pretty wild.

Yes. Yeah, yeah. Anyway, talking, I was talking about 20 minutes ago on the customer platform podcast that we do every weekday, literally to Casey and Chris about buyer intent and lead scoring and the kind of hand in hand relationship that is starting to occur.

Yes, that was the, I think the intent behind how they built that buyer intent. By the way, when are we going to get meeting based workflows and call based workflows? We still have like contact, we have contact like activities. But if three people are related to one meeting based workflow where a meeting is scheduled or booked, it fires a contact based workflow three times, which sucks.

Coming now that the object.

I'll tell you when we're going to get it before. Oh, we're going to get it before GTA 6.

100%.

We're getting everything big, if true.

Yeah.

So, so Max, when I say capturing signals as the first part of this and, and those tools, like, where does your brain go?

Yeah. I mean it, it, it sounds like you're talking about, I mean, to me it feels like you're setting up the things that can, you know, catch when people are doing certain things that would help you segment them further. Right. Do I think that helps you create a piece of content that solves for someone's goals and challenges? No. Well, right.

Content though, like, that's the thing. Loop marketing isn't a content strategy. Like, is content along for the ride. Yes. But loop marketing is not a content strategy. Loop marketing is something deeper that you're putting into place to help the content or, or help the organization get what it needs to get to. Like. Yeah, we can't just say loop marketing is a content strategy.

I, I feel like it definitely is.

I wish everybody could have just seen that. That was beautiful.

I feel like it definitely is. Like, if it wasn't, why would we care about making like, why would we be dedicating an entire stage. Stage to teach an AI how to talk like us? Right. How would, like, why would we be, you know, like, when we say tailor, what are we tailoring well, so here's the thing.

Brand voice goes into other tools than just the blog tool.

I get it. But there's more than I, I. But the big thing is, is there's more content than just the blog. Right? There's.

Okay, okay, so, so now. Okay, so it is a. If we say content outside of the historical marketing content standpoint, I'll agree with you. Like sales content, service content. Like yeah, okay, the intendeds.

Like I think there's a version of loot marketing.

Yeah.

I don't think there's a version of loop marketing where you don't execute content.

Sure. But there's a difference between executing content and calling it a content strategy. Loop marketing is deeper than a content strategy. Content strategy is content marketing. Content strategy is almost even kind of inbound marketing. I know I'm going to get hate mails. Send it to Max, not me. Anyway, loop marketing, everybody understand that loop marketing deeper than just a simple content strategy for your organization.

Yeah, I think it's, yeah, I think it's deeper than that.

Right.

But I also think like that's the core output of why you're doing all this stuff.

So you can content strategy, marketing, AI.

Right.

But, but the loop marketing banner is bigger than just content strategy. Is what the sound. Yes.

And I guess like what I think, like, even when I think like amplif, I know we're not there yet. What are we amplifying content.

Yeah, we'll get, we'll get there. But here's the thing, Chad, I love what you said there, but honestly, what you said there is not new. There has always been this weird conflation between content marketing and inbound marketing. Content strategy, content marketing. That is part of the inbound marketing mix. But I think that's where, you know, George, you and I have talked about this quite a bit. And as much as I am obviously the mouth breathing content strategist, like people forget, inbound is more holistic than that. So it's always been a bigger tent. So the fact that it's a bigger tent here also makes sense. Yeah.

Yep. Okay, so moving on. Number two, this is the decide and route section. So if we think about HubSpot tools for decide and route, this is literally your workflows.

Right.

Think if, then think delays, think web hooks. Think all the like nerdy ways that you want to split people into different routes based on. This is literally in forms where if you have, I think it's like sales enterprise that you have an extra couple buttons you can press and, and move it on to like a different landing pages based on like a way that they answered a question. Right. So like workflows, lead scoring, manual or, or predictive lead scoring, whatever you're doing there. Again, it's a way that you can decide quality, not quality, whatever, depending on how you're using it and then how you're going to route them. ABM tools, target target accounts, buying roles, company tiers. This is all like hey, who deciding who they are, what we're going to do with them, what direction they should go in. Down to the nerdiness of like I think about Chad when I think about this one. But like calculated and formula properties, right? Thresholds, recency, frequency, like all of that is like how do we decide based on the stuff that we've captured, where we're going to route it to. So that's step two is decide and route. It's, it's your logic, if you will.

So let me go through this from like a tools perspective and, and correct me if I'm wrong here in this, but my understanding is the idea is like obviously the previous step we one time we train the brain bot, then we bring some fresh juicy ideas in and we say hey Brainbot, we want to hit this topic. And then in this step, if we haven't already, we're going to be utilizing segments and data with a strategy that we're going to build one time. So like there's the one time and then there's the recurring. Right. So our strategy about buckets of humans and where they belong and the types of people that we would like to reach out to, we're going to have here and within that, you know, we will use either AI powered segmentation or we'll have our. Maybe that will help us do what we're trying to do. And then from there we're going to take that content from the last step or that idea from the last step or whatever we're trying to discuss from the last step and use the segments as part of our distribution mechanism. We're going to be at a certain time routing it to these. Now that could be one time email or one time content or it could be a series of interactions via a workflow. Right?

Yes.

And then.

Go ahead, go ahead.

Yeah. And then I think part of the thing that people are maybe, maybe you're, you know that was traditionally really difficult to do and took a lot of labor before was doing many different segments or lists because you had to then think about a message for each of those lists that would resonate with each of those people. However, with personalization agent and AI powered email, hopefully that's where we can really have personalization at scale. That really feels more than high. First name. And that's the intent about Taylor, right?

Yes. And. And I think I would add like a little side piece to what you just added, so. Yes, to everything you added, but also that juicy idea or piece of content or strategy from before. It's. It's also like capturing some of the new stuff. There's going to be like, back when I worked at Impulse Creative, we had this like full funnel idea where it was like three offers, Awareness, consideration, decision, and we knew what we were going to capture along the way. Well, if you have something like that in play, your idea gets broken into three phases, which then you have three different areas to be able to capture, which then gives you the information to decide and route in the tools that we actually have been talking about. That's. So I'd only add that piece into it. Max, how's your brain doing?

That was my good question.

It's doing okay.

It's doing good.

You know when you say it's doing good while you're rubbing your face as if it's a cry for help, you really sell that.

No, no, no, no, no. This is not a cry for help from the conversation. Cry out from a distraction I don't want to deal with right now.

Oh, gotcha.

Okay, we're good.

We're good.

Enough Fires. It's okay.

I mean, as the director of product, that is what one does at a company, right?

It's not even a product fire. It's a fire I shouldn't have to deal with.

But yeah, those are my favorite fires.

Life. Yeah.

You usually cause those.

Oh, shots fired.

No. He's spicy.

What?

Yeah. Okay.

Yeah.

It has been a while since we had Gigachad, but let's move on.

I haven't had any fat meats recently, but thanks.

Yeah, yeah. Number product fires number three. Let's go into it. So again, this is where I love. I love all of it, but I love. This is like the experience. What does the buyer see? That's what I want you to think about. Right. And how do you change the experience? How do you evolve the experience over time? Now that you literally have captured information, you've made decisions and you're routing them through your system. Well, now it's tools like cms. Right. And more in lines. CMS Smart Rules. So think about pages, modules, like the, the variants that you can create based on segments and life cycle and IP and all that good stuff. Think of the CTA's tool and like, what, what call to actions do they see? And if you're ab testing those, think about marketing emails and smart content in marketing emails. Think about personalization tokens, think about customizable send times. Think about what Chad just said where it's like AI actually writing the email for you. You got to start to think about chat flows and bots, customer agents, prospecting agents. Like all of those pieces, sales sequences, ads, audiences, playbooks, snippets like these are, these are all ways that we change the experience in how we interact or what we say or how we do the thing that we're trying to do based on what we've captured, what we've decided, what we've routed into one of these tools for a sales experience, a service experience, a marketing experience, a, a human experience. Okay, so that's, that's three. Change the experience. Where, where's your brains? What thoughts do you guys have?

Well, I was thinking, I was just looking at the personalization experience and one or personalization section in under marketing. One thing that I think is pretty interesting about that is basically it's designed so that you select an existing cta, pick a segment type and then add a segment and give it a prompt about who those humans are in that segment. I'd love it if they let you fill that in with snippets. That'd be nice, you know, and then a name for the personalized content and it'll either rebuild an existing page or CTA with that segment in mind. Right? Which is pretty cool. Like that's a great starting place because one of the most intensive things about like creating at least a flow for people to go through is creating like landing pages. And if you're using HubSpot CMS, this really speeds up that process where you can then go tweak and define that. And I'm sure more and more stuff is coming to that personalization section, right?

I hope so. Because by the way, this personalization beta, I got egg on my face. I was on the Friday PODC that we do, which is like the HubSpot Call in show again with Casey, Chris, Rob and Kyle. Kyle Jepsen's on that show and we got a question about HubSpot personalization. I went on a whole diatribe because the question was like, why can't we use it for website pages? And I went old school, like, what do you mean I can go to website pages? And then all of a sudden we realized, oh, no, no, they're talking about the personalization beta, which you can only do right now, landing pages and CTA, which like to back to your thing. Like, hopefully HubSpot will add like regular website pages or other things inside of here. And if you're listening to this and you haven't gone to marketing, gone to personalization and look at the beta for that you should do so.

Yeah, take a peek.

By the way, what's the name of this one again?

Say that. Say that again.

What's the name of this beta you guys are talking about again?

Just go marketing and then go personalization. It should be in your navigation. I don't have it.

Let me look find it. Because this seems very interesting.

It is, it is quite interesting.

I mean, it's really cool to think about just coming in and that's like the whole purpose of, of, you know, the first step, right, is we're gonna build this brain box and then we're gonna say these are the humans and what they do. And now let's get a landing page stood up and we'll go from there, right? Really, really cool.

Have you guys literally, like, I've got this main concept idea. Now make this landing page for accountants. Now make this landing page for churches. Now make this landing page for like, whatever.

Yeah, yeah, yeah, totally. Have you guys been into the Breeze Studio agents and checked out the personalization agent or any of the other agents that you can add or created any of your own custom agents?

I have created my own custom agent for a client which is like, been fun and messed around with a few of those agents, but not a ton of them.

Have you seen, like all the tools they give you access to in the agents? Like, it's kind of mind blowing. Like, I have a single web page, create a form, create associations, but there's also extract, document, text, transcribe an audio file.

So, like, I mean, there's so much cool stuff down. Can you jot down when we're done with Loop marketing that the immediate next episode we should do is let Chad get nerdy with agents in high school.

Man, they give you access to like, create or edit a form. Like an agent that would let you modify HubSpot forms is kind of cool.

It's pretty wild.

Yeah, that's.

I mean, like, yeah, there's some crazy stuff in there.

Anyway, we're almost there. Number four.

Gosh, I hope so.

Measure, learn and govern, right? Like, that's the thing that I want you to write down and think about. And so this, this is simple. It's like a B test adaptive tests think email page cta like how can you look and learn across the way Journey analytics and funnels so that you can see tailored paths of of what people are using Attribution conversion reports. I even go to campaigns or marketing studio and like now you can kind of set those goals inside of your marketing studio campaigns and you can see the anyway I don't want to get dashboards obviously so like certain KPIs or segmented KPIs activity logs property history which by the way I I love spending a good amount of time in like property history on certain properties that are important and seeing how it's changed over time for certain humans in in certain organizations that we help. But like but what what has been captured and how has it changed? What experience have they gone through and which one is actually optimized to the best results for conversations or what most mere moral humans call conversions. Like that's what we need to start thinking when it comes to tools in HubSpot for that measure Learn and then Govern section Love it.

Well guys, if you can believe it, we're almost at the end of our episode.

I'm a Lord.

I know we've talked about a lot of tools and stuff today. George, land the plane. You started with one thing, let's end with one thing. What's the one thing you want people to remember from today's conversations with tools and Taylor?

Actually, I'm going to flip this and I'm going to ask Max, Chad, and Liz, what's the one thing that you heard today or thread that you would be like, oh, I kind of want to pull on that a little bit. Now that we've had this conversation, I want to make it active.

Go ahead.

Okay, I'm actually going to go back to something that Max said earlier because I think I've been in a similar boat that he has been in with loop marketing on the whole, which is that we're kind of dragging our feet a little bit. Took a little while to catch the vision. I still have some feelings about it, but I think it is particularly relevant to this conversation as we continue to think about the implementation of this playbook. And that is this is not meant to replace the inbound methodology. It is meant to be a compliment to it and an execution playbook, if you will, of how the inbound methodology gets to done. And I think that's something that's really important to keep in mind as we keep going through these stages, that this is about just the execution of Inbound has become more complex.

Oh yeah.

And you, and you can't just look to a methodology anymore. So anyway, that's mine.

The way that I'm kind of like framing my. Well, I was about to say I'm going to try to make it a commitment to be content brained about this. When I look at it, even though I still think a lot of this comes down to content, it's. I try to like make the parallel. Like why was like inbound so good? Like inbound marketing, specifically the marketing piece of it.

Right.

And the, the sort of leverage that that strategy was giving a company was you should be creating content because no one else really is.

Right.

Like that was the kind of like big differentiator. Right. I think the way that people should start to look at this is everyone's creating content in this AI generated world or AI run world. Right. But they're doing it in a really shitty way. So here's how you can do it well, right. In a way that stays human and personalized and effective.

Right.

Because we're just plagued with slop, you know, and the AI slop has replaced the no content at all sort of competition that you have. Right. And I think people should kind of look at this as a pretty good strategy on how you can kind of rise above all that stuff, Right. And stand out in a very distracting, slop filled era that we're all experiencing together.

So yeah, yeah.

I think the one thing that would be a huge takeaway from this because like, here's the thing, and I'll just preface it with this, is like vision gives pain a purpose. If you don't see why it's important to go through some level of pain, then you're never going to do it. Right. And so the vision that I want to paint for people is that what used to be traditionally excruciatingly difficult in terms of labor hours, personalization at scale for many segments is now possible with so much less like labor hours and some human oversight. Once this tool is set up and put in motion. Yeah, but the pain will be going through if it's not your natural thing. Some people just absolutely love setting up this kind of stuff. But you know, like once it's set up, you know, so that going through that pain of setting it up or what might feel like a lot of work to get it configured, boom. Personalization at scale and tweaking this model, tweaking these input prompts that help shape the outcomes is going to be able to be managed by a couple of people. Probably, you know, like, I mean, it's pretty wild to think about that. So personalization at scale is at your fingertips. That's the vision I want to put out there so that we'll get some people to go set this up.

Yeah, absolutely. Love all of your guys's answers. So I did something very intentional during this episode, if you notice. I broke it down into bullets, buckets, things that I talked about. I broke it down into buckets, whether it was like the things that we were capturing or with the tools that we're using. Because here's the thing, people are looking at the whole loop and going, oh, my. And then they get into a stage and they go, oh, geez. And what you need to do is you need to break this down. It's right. It's almost like the book Atomic Habits, where it's like, you break it down. Here's your goal, here's your. Here's your behaviors, here's your. You want to break down these stages into your buckets, the things that you need to pay attention to. And then it literally is just creating these or steps, whatever you want to call it, but it's taking these one steps at a time to complete these stages, to eventually have this entire playbook in a way where now you're just running around the track and you're tweaking a little thing, or you're. Now you're adding a new offer and you're just layering it in the stuff that you already have. And so don't get. My one thing is don't get overwhelmed. Break it down into smaller buckets or smaller steps and just build a playbook that, like Max was leaning into, allows you to elevate you and your brand past anything that that most organizations are doing inside the space. Okay, Hub Heroes, we've reached the end of another episode. Will Lord Lack continue, continue to loom over the community, or will we be able to defeat him in the next episode of the Hub Heroes podcast? Make sure you tune in and find out in the next episode. Make sure you head over to thehubheroes.com to get the latest episodes and become part of the League of Heroes. FYI, if you're part of the League of Heroes, you'll get the show notes right in your inbox and they come with some hidden power up potential as well. Make sure you share this podcast with a friend, leave a review if you like what you're listening to, and use the hashtag hubieroes podcast on any of the socials, and let us know what strategy conversation you'd like to listen into next. Until next time, when we meet and combine our forces, remember to be a happy, helpful, humble human. And, of course, always be looking for a way to be someone's hero.