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Use ChatGPT Work to pressure-test marketing campaign briefs

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Length
2:27
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American English
Views
1.7K
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OpenAI Use ChatGPT Work to pressure-test marketing campaign briefs at 0:00
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Transcript of Use ChatGPT Work to pressure-test marketing campaign briefs

Transcribed by a speech model from the film's own audio, not written by the brand. Click any line to jump the film to that moment.

  1. 0:02So you get a sharper brief just in an afternoon.
  2. 0:06Here is an example of marketing brief, and this is just for demo purposes.
  3. 0:09You know, it's a situation we find ourselves in all the time in OpenAI since we're shipping
  4. 0:13so much product all the time.
  5. 0:15You know, our product and marketing teams generally have great intuition about what
  6. 0:19messaging and positioning would resonate with users.
  7. 0:21And you'll see we have some of that in here.
  8. 0:23You look at our messaging table down below, the tried and true PMM messaging framework
  9. 0:27table.
  10. 0:27And what's really cool is sometimes we're up against a tight deadline and we want to do some user research and we don't have time to go out in the field and commission actual research in real life.
  11. 0:37What we can actually do is build a skill to upload all of our previous research, our customer calls and any sort of data we have from Salesforce and create synthetic buyer personas and put this brief into that skill and refine it.
  12. 0:51So let me show you how that all works.
  13. 0:52And we're going to do an advanced skill, which is basically a way to create synthetic customer profiles based on real customer data that you've collected in the past.
  14. 1:00So if I go down here, this is just an example of how we would create that skill.
  15. 1:04We have some mock buyer personas we want to include.
  16. 1:06So these are some key C-suite leaders that are in the process of deciding whether to buy a product like Chachapati work for their employees.
  17. 1:13So here's kind of an instance where we're showing use the customer positioning review skill we just created to pressure test the brief, which I've uploaded there.
  18. 1:22and put it through these buyer personas.
  19. 1:24Have each persona review the brief independently
  20. 1:26and have a discussion.
  21. 1:27So what Chachapiti will actually do
  22. 1:29is simulate a discussion amongst them.
  23. 1:32It's like they're in a meeting room
  24. 1:33and it'll bring out what their scorecards are
  25. 1:36for different criteria.
  26. 1:37They'll debate.
  27. 1:38They'll debate synthetically, right?
  28. 1:39The agents will debate
  29. 1:40and they'll have a buyer discussion here
  30. 1:42on what matters to them.
  31. 1:44They'll talk about positioning
  32. 1:45and then Chachapiti will intervene
  33. 1:46and tell me what to keep, what to pivot.
  34. 1:48And it'll actually spit out revised launch positioning.
  35. 1:51And what's really cool is at the very bottom, you can say, I like these recommendations,
  36. 1:55change the brief for me to reflect all these things.
  37. 1:57You know what team appreciates this whole thing the most?
  38. 1:59It's our customer insights team, the team that actually does the research themselves.
  39. 2:03Because firstly, they get to work on higher stakes research that actually moves the business.
  40. 2:08And secondarily, I can actually do this research from my desk to sharpen the research instrument,
  41. 2:14the survey, the interview guide, the focus group guide, so that they then have a stronger
  42. 2:17instrument to go to the field with and get more bang for our buck out of that research.
42 lines · 502 words

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