GTM After Hours
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GTM After Hours
Leveraging NotebookLM for Marketing, Sales, and Customer Success
In this episode of the GTM After Hours podcast, Mark Bliss discusses the transformative potential of NotebookLM, a technology that allows go-to-market professionals to leverage AI podcasts for various applications. He outlines five key ways to utilize NotebookLM, including staying updated on industry news, conducting competitive research, enhancing sales enablement, preparing for pitches, and streamlining meeting summaries.
Takeaways
- NotebookLM can transform PDFs into engaging podcast episodes.
- AI helps uncover important insights that may be overlooked.
- Podcast episodes on market insights, competitive intelligence, product releases, meeting prep materials, and meeting transcripts can really help increase understanding.
Sound Bites
"This technology really changes the game."
"AI powered podcast episode from your PDFs."
"A different way to distill that information."
Hi, and welcome to the GTM After Hours podcast, a safe space for marketers, AECSMs, and everyone stuck in that B2B SaaS growth hamster wheel. So grab a comfy blanket, your emotional support animal, your go-to drink of choice, and join me for another exciting go-to-market conversation. All right, so this is another short solo episode. And this one's kind of unique because I'm just specifically going to talk about a technology that I think really changes the game for everybody in the go to market space. And that technology is notebook LM. Now, if you've been listening to this podcast, you've caught a few episodes, you know that I'm a big fan of go to market leaders using AI, but not in the lame way with just like writing bad blogs or LinkedIn posts. I think the best leaders are using AI to completely transform the way that they work. And notebook LM is probably the best example that I've seen of this where if you can put anything into a PDF, those PDFs can be turned into an AI powered podcast episode. Yep, that's right. It's a AI man and an AI woman talking to each other about your PDF. Like how cool is that right like the the power of distilling that information you think about it from like an educational level. Folks who have a difficult time reading and comprehending information can now listen to a podcast and let's face it we all listen to podcasts right I mean you're obviously listen to a podcast otherwise you you wouldn't be listening to this one. But I think even beyond just how do we learn? How do we understand things? I think this translates into a business world, because it allows for refreshers on information, it allows for a more effective way to distill that information. And if nothing else, a different way to distill that information. So if you produce, say, a long PDF or a long slideshow, or, you know, an entire hour long presentation. Now, you can turn that into an automated 10 minute AI powered podcast that hits on all of those key points and reminds people what those are. And so I'm to give you five ways that I think go to market professionals can really leverage notebook LM to improve their lives and really make them super successful at the company. Because I think the people that are leveraging AI to transform work and the five ways I'm going to tell you, they're going to see big benefits in their careers I want to go to the first point and that's industry news. all particularly marketers, but also sales folks. We have such a hard time staying on top of what's going on in the industry. There's, you know, dozens of different sources at any given time and it can get pretty damn noisy. And so what this allows you to do is upload those multiple sources into notebook LM. And then create that podcast that allows you to get a quick recap of all the goings on. Now, is it going to miss things? Sure. Is it going to miss pronounce acronyms sometimes? yeah. And it is hilarious when it does. But if you can look past those little growing pains, you're going to get a nice summary in a format that any salesperson or marketer can understand. of what's going on in the industry. Fabulous, an incredible tool, and something that should be used right now. I mean, the way that I leverage it, I have an admin through Upwork, take it, save it into PDFs and upload it. So that way, I just get that podcast and I'm able to quickly go through and see and I guess stay on top of what's happening in the industry. Really, really fabulous. So number two is very similar, but it's specific to your competitors and that's competitive research. In the same way that you want to stay on top of all these sources of what's happening in the industry, maybe analysts, any news articles, anything like that, you're going to want to also stay on top of what's happening with your competitors. And this goes even beyond like you should totally put your battle card in notebook L.M. and then have a podcast that's talking about your battle card. But I also think there's a huge benefit to taking key sections of the competitors website and messaging and putting it in here and see how A.I. distills that and talks about it. Any of their research papers, anything that they put out, anything where, you know, somebody has put out something on their behalf. or about them, any online reviews and summarizing all sorts of online reviews. All of these are fabulous use cases to distill the complexity of competitive research and analysis down to something super easy that anybody can understand. All right. So the third way is probably something when, when I opened this up, you, you immediately thought of any, any good marketer would immediately think of sales enablement as this use case, because it's so incredibly hard to distill complex technical information in a way that our customers and our sales team can understand. And This is going to do that instead of spending an hour in a meeting, going over your new feature set and your, you know, your, your elevator pitches and your positioning statements and, everybody walks away not knowing any of it and not using any of it. Now you're going to have this refresher as a podcast. Now the best marketers were already doing this, right? Like I would record a video recap of whatever was presented. These are things that we've intrinsically done, but now we can use AI and save us a little bit of that time. I mean, I would even go as far as to say that the presentation should happen after everybody's listened to this podcast you generated on notebook LM, because then people have familiarity and they can ask real questions. A salesperson that has familiarity with the information. is a significantly better resource in that meeting than one who's coming in blind and you're unveiling it to them in an hour of conversation and slides nobody cares about So I think there's such a benefit here and I just used it for a new release that was coming out and we were able to distill all of that information into it was like a six and a half minute podcast episode that gave a really good summary of why should our customers actually give a shit. And there's something just about that the format that really makes it easy to understand. And I also think there's something about how this AI on the back end is analyzing the data. that's really helping to uncover important parts that might have been overlooked or glossed over in a talk track, but they come off as critically important in the raw text as it's being analyzed by the AI. So really, really important. And if you are not using notebook LM today, your first use case should probably be sales enablement. And if you're in sales, and your marketing team isn't doing this, do it. immediately yourself. You can take anything that the marketing team creates, upload it into notebook LM, and then create this, you know, AI driven podcast episode to help you and your team understand better what's being presented and what's being pushed out into market. Okay, so the fourth way is any type of pitch that you're doing any type of board meeting, any way to help you prep for that. is going to be great for notebook LL. Being able to put in materials, and then listen and better understand them before you have to present is so incredibly important. And it goes beyond sales enablement. I mean, I'm talking about like a board presentation, being able to understand that you might be using it to pitch because you're going out for a new funding round. I mean, There are so many great use cases to where you can leverage this short podcast clip to better understand the topic before you have to present it. And so highly recommended for that. I just had success doing this for a board meeting. And so doing putting in some materials. things that I know that they were going to want some deeper dives into and then hearing the AI talk about it and talk through it and uncover gaps or ways of looking at it that I may not have thought of before. It was super valuable to me. So highly recommend that and then the same token. It's the flip side of that. So instead of just prepping for meetings, the fifth way to use this is meeting summaries every CSM. needs to be doing this right away. Any marketer who's talking to customers needs to be doing this right away. Any salesperson that is leveraging, you know, transcription and they're putting into the CRM, take the extra step, put it into a PDF and throw it into notebook LM and then get a podcast style episode of the AI talking about your meeting and giving a summary. Like, how cool is that? Could you imagine the ability to get that recap prior to your next call and just listen to a five minute, 10 minute podcast episode that goes through everything that y'all talked about? It's fucking amazing. And it's only going to get better. And so I highly recommend starting to use this stuff now. And then as it improves, you're going to continue to reap the benefits. This is not an area where you want to be late to the party. You need to make sure that you're leveraging this today. All of the smart go to market professionals are going to be leveraging it, not just the early adopter tech nerds like me. This is going to become very prevalent, very fast. And so you should absolutely be doing each of those five things and notebook LM starting today. So thank you for listening. I hope this was valuable. And hit me up on LinkedIn. Send me a DM if any of these were helpful to you. If you had success, if anybody gave you props or credit after sending out the podcast episode recap of anything that you've done, hit me up. I'd love to hear about it. Thank you all.