322 - How to Market AI Properly with Kylee Peña, Product Marketing Manager at Adobe
Show of hands, how many of us have used an Adobe tool in our careers?
Chances are, that’s most of us. This week’s guest, Kylee Peña, is working on marrying AI into our beloved tools, including Premiere and Photoshop. Not only can these integrations make tools easier to learn for new learners, they can also help with ideation and creativity.
What sort of challenges are product marketers facing when it comes to putting AI features into existing products? First, Kylee says it’s best to be clear about expectations. A way to combat this is to show real live demos. Another way is to be honest about the product and its limitations.
And, how can AI messaging be more effective? Resonating and relating to people on an emotional level is the key.
If you’re a marketer who wants to learn more about how AI is being integrated with your already existing tools, this is the episode for you.
Follow Kylee:
LinkedIn: https://www.linkedin.com/in/kylee-pena/
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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com
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37:50
Go-to-Market Plays #5: How the IKEA Effect Affects Us
Truth: people love things more when they build it themselves.
Called the IKEA effect, it’s a concept that impacts retention strategy, product satisfaction, and lifetime value. Building something gives people a sense of pride and accomplishment. We feel it’s a worthwhile investment, even if the bookshelf comes out slightly lopsided.
Plus, what do Spotify and Betty Crocker have to do with the IKEA effect? Daniel gives an explanation on why they’re more similar than you think.
If you’re looking to focus on retention strategies, this is the episode for YOU…and it’s short and sweet. ⌛
Follow Tamara:
LinkedIn: https://www.linkedin.com/in/tamaragrominsky/
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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com
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12:31
SPECIAL SERIES: The Power of Building in Public | Bathroom Break #53 🚽
What’s the newest format that’s going viral?
It’s building, behind-the-scenes, and sharing what goes into making something. Think about some things brands are posting about their products: the wins, the fails, how it all came together. Audiences eat this up.
Building in public like this generates engagement. Jay gives an example of how huge companies like Hubspot are doing it. Daniel mentions people flock to content like this because it makes them feel like an insider, and as we all know, content succeeds when people feel emotionally connected to it.
And, what does a brand’s founder have to do with all of this? They’re a piece of the puzzle.
This short ‘n sweet Bathroom Break is all about building hype and going behind the scenes. 🚽
Follow Jay:
LinkedIn: https://www.linkedin.com/in/schwedelson/
Podcast: Do This, Not That
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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com
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12:48
How to Utilize Psychological Biases in Marketing with Sarah Levinger
Today's episode was recorded last year, but the insights are timeless.
Burger King and McDonald's. Pepsi and Coca-Cola. Apple and Samsung.
Sometimes, the best way to get users to buy your product is to anchor your image to another brand.
In this episode from the vault, Sarah Levinger chats with me about how anchoring is an invaluable tool to build trust with consumers. How can you harness the power of psychology, emotions, and social proof to turbo-charge your ad appeal?
Sarah explains how to utilize psychological biases and incorporate them into ad creative to make a campaign that truly pops. From pricing psychology to social proof and emotional appeal, Sarah is giving away the ultimate strategies to help your brand absolutely crush it in the competitive marketing landscape.
00:00:02 - Psychology and Ads: A Creative Integration
00:02:17 - Harnessing Psychology for Effective Advertising
00:03:45 - The Power of Psychology in Advertising
00:05:37 - Understanding the Psychology of Impulse Buys
00:09:05 - The Power of Pricing Psychology in Ads
00:15:10 - Boost Sales with Emotional Advertising
00:23:29 - Harness the Power of Social Proof for Increased Sales
00:28:14 - Building Trust in Authority Proof
00:31:24 - Optimize Your Landing Page Buttons
00:34:27 - The Power of Emotion in Advertising
Follow Sarah:
LinkedIn: https://www.linkedin.com/in/sarahlevinger/
Website: https://sarahlevinger.co
Follow Daniel:
YouTube: https://www.youtube.com/@themarketingmillennials/featured
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LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing
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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit:
www.workweek.com
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40:06
Go-to-Market Plays #4: How to Execute a Comeback Campaign
Your best opportunities have already used your product before. How can you get them back before they disappear forever?
Enter: the Comeback Campaign.
Tamara says the point of the campaign is to remind people why they signed up in the first place and what they’re missing out on. Creating this type of FOMO can urge people to check you out again. From strategically placed ads to email efforts, there are a ton of ways to get creative.
Plus, Daniel gives a real-life example with the Uber app…one that has probably gotten you to come back before (and you didn’t even know it!).
If you’re looking to avoid “the one that got away” and keep them coming back, this is the episode for YOU…and it’s short and sweet. ⌛
Follow Tamara:
LinkedIn: https://www.linkedin.com/in/tamaragrominsky/
Follow Daniel:
YouTube: https://www.youtube.com/@themarketingmillennials/featured
Twitter: https://www.twitter.com/Dmurr68
LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing
Sign up for The Marketing Millennials newsletter:
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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com
Bored of the same BS Marketing podcasts? With insights from the sharpest minds in the world, Daniel Murray unpacks their playbooks just for you to take into your weekly Marketing meeting.
We'll get deep into the conversation with Marketing leaders from companies like Gymshark, Shopify, and Infiniti. Every week you'll hear from guests who run 9-figure businesses, manage communities of 20M+ people, and execute the campaigns you see on your timeline every day. The best part? We'll give you ALL of their actionable insights.
From building profitable newsletters to scaling on TikTok, Daniel gets into all of it. The one request he makes to all his guests? Stories or it didn't happen.
If you want to be part of The Marketing Millennials community, join in the conversation.
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And if you love the show, tell a friend.
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