Marketing Agents Masterclass (GROW your startup)

0:00It's true. Marketing agents are the new coding agents. Just like coding agents were such a big deal and people are able to create software on demand, deploying marketing agents are so important because you're able to get customers on autopilot. [music] So, how do you actually set them up? What do they look like? Well, this has got to be my most requested episode in a long time. I bring back Cody Schneider and he shares all the sauce how you can use codeex or claude code to to build these. What are the other 20 tools that you need for the marketing infrastructure in order to deploy these marketing agents? And by the end of this

0:37episode, you're going to get your creative juices flowing around some of these growth tactics that are going to help you stand out, that are going to help you get customers, so that whatever it is you're building, you don't have to worry too much about traffic, you don't have to worry about too much about revenue, and you can focus on building an incredible product uh while your

0:55marketing machine is [music] running. Enjoy the episode. [music]

1:07Welcome to Greg Eisingberg's podcast called Sip Baby. I'm your co-host or guest today. Not co-host. I'm never the co-host. I'm Cody Schneider. I'm going to be your guest today. And today I'm going to teach you how to build an AI agent that does cold outbound both on email and on LinkedIn. This is based off of the comments from last video. If you want to learn other goto market motions, you need to comment below right now. Do it right now. It also helps us for the algorithm, so you're supporting the show

1:35and it keeps the lights on here. Welcome to the show, Cody. Marketing agents are the new coding agents. We only shared one marketing agent last episode, but the people aren't satisfied with one. So, you needed to come back on. You came back quickly. And by the end of this episode, you're not going to share one endto-end marketing agent, right? You're going to share two marketing agents, how people could set it up. So by the end of this episode, people can go stop the video and actually go set this up and actually get

2:08customers to their vibe coded startup. Right? This is exactly what I'm promising you today. You're going to have two of these in the wild. I'm going to teach you everything that you need to know. I'm also going to share all of the tools that you need. There's no gatekeeping here. I despise people that do this. Don't buy a course. Literally DM me. I'll teach you anything. I'll

2:25just make a public video for everybody. So let's do it, G. All right. Let's run it. Awesome, man. All right, so today we're going to build a system that basically monitors LinkedIn posts of influencers within your niche, within your category, and then it's going to go and extract the engagers from those posts. Um, and then we're going to do what's called a waterfall enrichment to find the emails, uh, and even potentially the phone numbers of these people so that you can then go and do an outbound motion to them. um doing cold email and then also uh doing LinkedIn DMs. So that's what you're is going to happen and then I'm

3:02going to uh teach you how to basically have it so you can have a agent that's wired up to both of those inboxes like managing those inboxes say for example answering questions or trying to push them into like booking a demo with you as an example. So uh yeah man that's that's really it. Uh the I don't know if there's any other like specifications on the high level. I think the only thing to mention with this is like the strategy around this. So right now cold email is getting decimated. Reply rates are down. Everything is down. Actually every marketing channel is down right now. Let's be re let's be real. Uh the

3:34reason is just because like AI slop is flooding the zone and it's becoming just red ocean everywhere. Um but the way that we have found that you can stand out is you have to look for signals or triggers that basically show that people are hand raising um saying hey I want I want this thing. I have an interest in this thing. Right? And a great way to do this is with these LinkedIn uh uh engagements. Uh they're basically when they like content that is a a hand raise or a signal that I am interested in this you know uh specific thing and from that we can use that as a way to measure okay

4:08is this my target customer that I'm trying to sell to and not just like their firmographics or their demographics or their psychoraphics which is like what we would traditionally use for for outbound. um this is specifically like no they they have a propensity or an interest in this topic and we are going to go and now get in front of them. Okay. So how do we actually do this and this is an exact strategy that we implement for you know

4:31the companies that we're working with. So I'm going to teach you that right now. So let me screen share and I'm going to walk through it. So the first thing uh that you're going to want to go to do is literally go to LinkedIn and find uh influencers within your category. So, last episode we talked

4:46about AI for WordPress or AI WordPress. And so, I'm just going to use this again as an uh the example, you know, like target demographic that we're going after. Um, so on LinkedIn, what I would go do is I would go try and find people that are talking about WordPress uh development potentially. Um, let's see

5:05what comes up with that uh development. And I would try to find posts. This might actually be a terrible category. So I we might have to explore something entirely different, but um I would try to find posts or creators that are talking about uh these specific topics like on a daily cadence, right? Um so like this like again just for this example today, this is probably going to be like a lot of like just not good signal. So a better way to look at this is like uh we'll say we'll do AI for or

5:39AI marketing, right? Um, let's see what comes up and we're going to try these find these posts here. So, and what makes a good search? Like why why was AI for WordPress not good and why is AI marketing better? Yeah. So, [clears throat] it's really just like is the content that's being served what your target customer would be interacting with? Like that's what you're trying to get down to here, right? So like how I would be going through this and honestly I use the the for you page of all these algorithms is so good now that it's like it's going to show you the content that's relevant

6:12right like this is literally an exact [laughter] like perfect like perfect example first one that comes off it's like awesome people trying to do some type of video editing for obvious it's probably for marketing everybody that's potentially engaging with this is like a target customer right so I would say okay cool I'm going to find these creators and then I'm going to build a spreadsheet sheet of all of them, right? Like all of these people um that I'm going to try uh that I'm going to source these leads from. So, right, I would build this spreadsheet out and we'll just do a

6:43handful of these like from my own feed. It can even be business accounts and I think this is the thing that people don't realize like if there's business accounts um that the people would be interacting with that would be your target customer, that can work as well, right? So, it can be literally Clay. Um, and we're going to do the posts from Clay. And, uh, we'll just keep going down on this. So, MCP, it's probably too

7:06broad. And you're doing this manually. Like, you're not using agents to do this. Why? I I wouldn't even typically the company knows who is interacting. Like when we're working with a business, right? They know who their like their target customer is interacting with, right? So you can all you need is typically like 10 10 to 20 of these and you have more than enough to be able to like source the lead volume that's necessary to actually make this like a viable channel. Um you I'm using the feed here because like what it's going to show you is what is most like relevant to you. So it's probably going to be stuff that's

7:44uh you know in your the niche that you're in. But you can also use the search for this as well. We used to do this where we'd like do the search and we'd find the trending posts from that period. In reality, it's like there's a handful of outliers within any niche and everybody is engaging with those handful of outliers. If you just monitor those outliers, you're actually going to get, you know, 80% surface area coverage for that entire industry. You don't need more than that, right? Uh or or it's it's it it's just like the marginal

8:13return of trying to go for all of it. It's not it's not there for for that system. This is the same idea with um we do this a lot like we try to solve entropy pro this entropy problem with uh within like ads, paid ads in particular where it's like if you just have the agent like go in this loop, it'll just kind of make the same ideas over and

8:29over again. How do you solve for that? Well, you find human creators like 10 of them on Instagram and you track the content that they're they're publishing. You look for the outliers and then from that you you typically can get signal of like, oh, here's this new hook format or here's this new topic and I can just pull that. I can remix that and that's the way to do this. So, all right, I find a handful of these these these companies. Um, and then from that what I'll go and do and just for the sake of uh uh you know the example today, we'll use Louise as an example. So, we'll say

9:03everybody that interacted with this post. We're going to use this post as an example. So um once I have these people I need to use ampify and I will find the actual one that we like. And what's ampify for people who don't know? Yeah. So ampify is a scraping API. So I can use a single API key and then I can use it to scrape LinkedIn. Um I can use it to scrape uh uh Twitter. I can use it to scrape all of these different channels. So, it's a way for me to get data into the context for my agent so that it can have, you know, awareness uh

9:38and and have that context for it to make decisions on or make content based off of, etc. So, okay. So, the one that you're going to want to use or the one that we like, we've worked with him like a decent amount because it's the most stable connections. There's tons of these and the challenge with Ampify is finding good ones that are actually um uh like being monitored and being maintained. And so this uh uh this guy API maestro has a ton of these for

10:03LinkedIn. You can see all of these here. It's all of these different functions that you can do. So how appy functions is you get an API from ampify and then this enables for you to be able to have your coding agent like cloud code or codeex call from uh ai or call the app through the appy to one of these endpoints that are here. So, uh, for

10:26example, you can do this post scraper. Uh, for the one that we're going to do, it's going to be engagements. So, let me find that. Uh, post reactions on LinkedIn. I believe this is it. This is exactly it. Yep. So, post comments and then post reactions are the two that you're going to use. And what this enables you to do is everybody that has engaged with that post. So, the post that we are just looking at here. So, everybody that's interacted with this and commented on this, we're going to be able to pull this out. And I'm going to show you how you can actually do this in uh Cloud

10:58Code right now. So, I'm just going to spin up a terminal real quick. And let me reshare my screen. And so, I have that uh I have that Appify API key um in uh already saved locally within the directory that I work out of for uh all of my growth work. And if you don't know what I'm talking about here, I have a whole video on my uh channel that's basically a crash course into how to do this. It's called go to market engineering or marketing engineering. It will walk through the entire setup process. Takes about 10 minutes. But basically, this ampify API key is shared

11:31here. And I've already written this script. I had the agent go and read how do I use this endpoint to pull out all of the post and comments information, the all the people that have interacted with this. So I can give it this post URL and I can say extract the engagers using the ampify API key and it's going to go and run that process for me. So this is how I would go and build this automation or build this agent as I would basically take this code and I would deploy it into the cloud and I would say okay on a daily cadence I want you to check for net new

12:07posts. So that is where I would look at the profile posts. So this is the profile post scraper. So I would extract the post urls from this person, right? So every net new post daily is getting extracted and then from that I'm then extracting the engagers using that API endpoint as well. Right? So right now as you can see the duped by public profiles there's 63 raw and it's

12:34about to pull all of those contacts out. So once I have those contacts this is this is done man like game over. As long as you have the LinkedIn profiles, you can go and find the email addresses of them. You can find the phone numbers of them. You can find everything that you need on the cold outbound. And I'm going to show you that right now. What are the tools to actually go and use to do this? Um, so let me just show you though again just a uh the final completion of this. And what makes this an agent versus a

13:03marketing automation? Yeah. So the agent component of this is that it is running on a cron job daily and then you're going to have an agent that's later on we'll have it responding to the inbox and this is this blurry line right like what is an agent people ask me this every sales call and the answer to all of this is like it's how I think about it personally is it's something that's doing a job to be done right so the job to be done here is finding leads and outbounding to those leads and then responding to those leads as they're like asking questions or again like driving them deeper into the

13:42pipeline. Um in reality though g like what is a market like what is a marketing agent? It's it's code. It's maybe some thinking loop and it's a live data stream, right? That that is really how like this functions. And the thing that you can make, you know, extend this further with is like what you're who you're outbounding to. Um you want it to basically do an ICP fits or is or or a target customer segment fit. So before it even does this enrichment that we're about to do, you would be like, "Okay, agent, research this person and the company that they're at. How many employees do they have? All of these

14:15things." And then based off of what we find, if it fits this customer profile, like it's you're going to have the agent basically think through that, right? Using an LLM, if it fits this customer profile, then it goes into this enrichment. Then we're actually going to cold email them. So that's where that thinking loop could potentially be here as well. But really the the blurriness between all this I think about it as software anymore like to be transparent like everybody the thing a different way to say this is like everybody tried to put God in a box and give it access to a Facebook ads account and we realized

14:47that is not the right way to do this whatsoever. The right way to do this is like what was the human doing? They were running this very specific process with like media buying. They were researching ad creative angles. They were making new ad creative. They were testing the new ad creative and then they were like pruning the losers, promoting the winners, right? Like that is what the a top media buyer does. Okay, how do we go and make a piece of software that does that exact same thing? So when you hear agents like really just think software with potentially a thinking loop like you shouldn't be paying a different like

15:19way to think about this and this is something I'm obsessed with right now. You should not be paying anthropic. You should not be paying Chad GPT to do an API call. You should be paying them to make the software that uses CPU to do the API call. Why are you paying this tax on tokens every time that you're

15:36trying to do this marketing activity? That's ridiculous. Build the software that does the solution for you, not tokens burning every time that you're trying to do the action. So anyway, um, okay. So we've got these LinkedIn URLs and what do we do with them now? So we're going to do what's called a waterfall enrichment. And so we're basically going to use these LinkedIn profiles to go and find the email addresses and then the phone numbers of

15:56these individuals. So how do we do this? The first thing that we're going to use in a tool stack is called getleads.io. Um so this is a database of uh it's basically they aggregate all these B2B contacts and you can access it via their API. um the emails that we don't find within git leads, we're then going to use something or we're then going to

16:18waterfall down to something like Apollo. Um and then you could take this even further down into something like Origami. It's another tool that we have been using and experimenting with. Also, their team is just doing awesome work. Like Finn and his whole team is incredible. So anyways, for git leads, let's go back to our uh u uh our terminal right now. So again, this is me hands on keyboard doing the process to teach it to you. But everything that I'm doing right now, this is all just going to be code under the hood. And once it's code, I can deploy that into a cloud system. As long as it has the necessary

16:50data that it needs and the necessary access that it needs, it can go and run this operation autonomously. And then you're just there basically jockeying the agent or modifying the system. Right? So we're building a system here. So from here um what I would then go do is say use the get leads API uh to uh find the emails and phone numbers

17:14and like dumb question. Yeah, that's legit like f you know like it's not gray to get these people's emails. It's like fully legit. It is fully legit to get these emails. um what you do with those that's where things uh like from a compliance standpoint change. You can cold email technically in the United States. You can also add people to a email newsletter um to be and be can spam compliant. There's like tons of you like things you basically have a checklist of things that you have to do. With this said though, um like this is one of these like on the cold email side and

17:51the contact lookup. Um you're basically just buying data from a data broker which is is legal, right? That that is accessible. So these companies how they do this is they basically are buying all these lists and then aggregating them from all these different data brokers. That whole piece is it's a whole other shady network. But this uh like what we're talking about here, you know, on the spectrum of like black hat to white hat is pretty far on that white hat side. So

18:16cool. Yeah. I mean, I don't think anyone would, you know, mistake you for a lawyer also. Oh, totally. Take this with a grain of salt, you know, and and like there's also different compliance rules within the United States. Your own research. Exactly. Exactly. Within, you know, the United States versus uh like the EU has

18:34totally different compliance pieces. Exactly. Um but with that said like the uh you know the finding of people's information and then like reaching out to them uh there you c you can do this basically is kind of the high level but again this I I we don't have time today to go into all the the specifics about

18:52like all this the finite details here. So once I found this um each of these individuals and then the emails um from there what I'm then going to do is validate these emails. So I would send it to a software called millionverifier. So million verifier um enables me to uh basically check if the email is good, risky or bad. Um you know more technical terms would be uh like good, catchall, um you know risky etc. Um the the reasoning for this or the reason you have you want to do this is the emails that come out of these providers. So out of git leads, out of Apollo,

19:32out of Origami. I think they do some checks like a little bit deeper though. So you I don't know much as much about this, but I know for sure with get leads in Apollo, it's like do the second verification. You're basically only wanting to send cold email to valid emails because if you send to invalid emails, you're going to basically just run into deliverability problems. And probably right now you're asking yourself like, "Okay, cool. Well, how do you send these cold emails? I'm going to show you that in a second, so bear with me. So, we've done that waterfall enrichment. We found the emails. We found the phone numbers. And when I say

20:06a waterfall enrichment, what is happening here is we're taking that list of 50. And just to use this spreadsheet as an example, so say we have, you know, 50 that we have uh 50 LinkedIn URLs that we found and on git leads, maybe we only find, you know, 32 emails of those people, right? So that next cohort, so those other 18 that are left, I'm then going to send those 18 to Apollo. So of those 18 that

20:36I send, maybe I only find 10. And then those eight, that's when I would send that to something else like Prospio or Origami or these other enrichment tools. And the reasoning behind this is you're you're starting with what is the cheapest, most accurate and then moving your way down into the more expensive uh uh validation tools. Um but from this you can pull out basically from a list like you know this is the way that you get to uh you know an 80% fine rate etc. And you can chain

21:05as many of these together as you want. Um it just you know depends on your budgets that are available etc. There's also aggregators of this like Origami as an example like aggregates this waterfall for you. So you can just send them a LinkedIn profile and it's going to like waterfall through the options that are available. Um, okay. So the other other thing to throw in here that will be valuable to your team is a software called Lead Magic. So this is one that I we use a lot for like mobile phones in particular. Um, but same strategy here. Uh, it's just basically, you know, another enrichment tool. Uh,

21:36but specifically on the phone number side, we we've used it a decent amount. So once I have that contact information, I now need to go and actually build this outbound motion. So on the cold email side first, how do we go and do this? Uh we need to buy inboxes. So a couple different ways to do that. I can use a tool called inbox kit. I can use instantly AI's pre-built uh uh like emails that you can buy from them. Um or I can use uh a company called Hypertide, which is the partner that we use and we work with. they are some of the best

22:09info in my opinion. So when you're buying these emails, uh you're buying or you're really what you're doing is you're buying inboxes and domains that are burner domains that enable you to send cold email um not from your core domain. And the reason that you have to do this is so that you don't burn the deliverability of your core domain. So what do I mean by that? If you send from you know your exact domain um and uh you know say we send 10,000 cold emails from that um we will nuke the deliverability of the business URL the actual domain that we use to you know run our company right

22:50you don't want to do that so typically what you want to do on the marketing side is have this se have this separation so you have domains that are for your cold email you have domains that are for your email marketing you have domains that are for your transactional marketing so This would be or transactional email. So this would be email that's being sent directly from the product to a customer. Imagine like a password reset as an example. And then you want to have your business you know domain email which is what your team actually uses to run the company etc. Um so with Hypertide as an example um we we

23:21have a partnership with them. So it's a little bit different but uh we can send about 10,000 cold emails. Uh just to give a a um you know kind of the cost breakdown here. We can send about 10,000 cold emails with them for about $100 a month in infrastructure costs on the inbox side. Um it's about the same for majority of these. So inbox kit as an example is very similar pricing. They also run like sales all the time. So look for those on the domain side. So you basically buy the domains and then you're paying a subscription to have these inboxes hosted for you. And then

23:51on instantly side u you can typically get started with this $97 a month tier. in total, you know, out the door to get going on this, the infrastructure cost can be in that range of about $100 to get started or sorry, about $200 to get started for the sending uh software and then also the inboxes. So again, just to reiterate this because I know I've talked through a lot, I'm pulling the lead list from LinkedIn. I'm finding these people. How do I know that these

24:18are people that I want to reach out to? It's because they're engaging with content that I know my target customer would be interested in. And so these people are basically hand raising that they are would potentially be my target customer, which is insane by the way. Right. Which is insane to find this, right? [laughter]

24:36Yeah. Yeah. It's impossible to find this. Um and so the uh so I'm finding these people. I'm then doing a waterfall enrichment to find all of their uh contact information. And then once I have their contact information, I need to actually be able to send to them. So I'm getting inbox infrastructure to be able to send. And then I'm sending with a platform like instantly. And then on the LinkedIn DM side, what I'm sending with is a

25:04platform um like hey reach. Another one that we like is called Bot Dog. Um both of these have APIs. Um, but what these enable you to do is basically uh do uh LinkedIn DM campaigns um from these accounts. I also know people that are just like using LinkedIn DM or sorry LinkedIn inmail for this and seeing incredible success right now uh using this strategy. So again just throwing out all the strategies that are available. Um so this is how you can build this pipeline right now. How do you actually like have an agent that is managing that inbox? So looking at instantly as an example, they have an

25:45API and that API allows for you to monitor and manage the entire account. So you can have an agent that's literally writing copy for each individual email or person that you're contacting or reaching out to um and writing those variables and then that can be basically pushed into instantly. So this happens outside the platform gets pushed in. But the bigger thing here is they also have web hooks. So when a positive reply happens, you can send that web hook confirmation back to your agent that's hosted on some type of cloud server and that agent you give it basically um like a base prompt, right, of like you're the goal like here's all

26:25the context that you need and your goal is to try to get people to schedule demos on you know this this link, right? It can manage that inbox, answer questions, push people deeper. But the thing that gets really fascinating and really powerful with this G is like it can do these follow-ups like months later, right? So it's like okay like also like every six months, right? I want to pro it grow program that in to like re reereach out to these people that went cold. I can also plug it into my scheduling application like Kalanley

26:53or like Cal.com. I can give the agent access to see okay did this person that we reached out to can we did they actually schedule a discovery call did they actually you know produce the action that we're or you know make the action that we're trying to optimize for and so from this you can basically build this like SDR in a box right that is again finding new people for you based off of the engagements that they're interacting with on social finding the emails actually writing the emails, deciding if this is a good ICP fit, and then sending that to these sending platforms and then managing the inboxes of those sending

27:33platforms. And again, when I say agent, right, like when I'm saying, oh, it's managing this inbox, it's literally just code under the hood, right? It's code under the hood with an LLM attached. That is an agent. Like in this context here, you don't have to over complicate this. You don't have to have God in a box managing an email inbox. Be a very simple setup to actually produce this. I also get asked this question a lot like do you need use like some agent framework under the hood it's like a lot of the times you don't need it it's just bloat you can just have a very simple

28:01like a very simple solution for these finite problems right it doesn't have to be this over complicated or overengineered thing so anyways happy to answer any questions about that or dive deeper on any of this again it's hard to show code so I I didn't really do that today of like this is how you do it but what you need here basically the final piece is you need to set up a server so use something like a railway or this is what we do at like graft right? Is like we have the data pipeline warehouse and then the server to deploy these agents to that's like off of the live data

28:29streams. But yeah, happy to answer questions. D I mean to be clear, you're you know you're using a harness like Cloud Code or Codeex to actually build out all of the thing. But this the hard part is the strategy around you know who you're going after, why you're going after them, what's your tool stack that like what's amazing is you just like outlined here's all the tools that you need to get like set up then it becomes okay I have to go into you know that's what people are talking about software factories like we're all in the software factory business now right because we're just going and we're spitting up stuff

29:08like this the software to actually go and complete these tasks. Absolutely. I I think the thing that we are like focusing on like so to say like a good way to think about this is like if you can build it in cloud code and like have some type of local system that you're running, you can probably deploy that to a server somewhere, right? And have that run on an hourly cadence or a daily cadence or whatever that ends up looking like. The challenge ends up being how do I set up the infrastructure that's necessary for the agent to be able to do this right and the the the

29:41solution is like the open source solution as an example like we talked about this on the last call use something like a uh with click house to get like create your data pipeline and your data warehouse so you have that data stream for the agent to make those decisions and then you have to have some server and like when I say server what do what is that right for the uninitiated it's just a computer that is on [laughter] all the time somewhere else that you're putting code onto, right? I think this software factory thing is super fascinating as well. Like like really it's funny. This is how I'm thinking

30:11about marketing now. Like marketing is just code like a like when I generate [laughter] a banana image. Like that's just a JSON prompt under the hood. Like when I make like you know seed dance AI avatar videos that's just like an LLM that like scraped Reddit like read some things wrote a script and then we it's just an API call that's happening to Kai AI to generate that image with like okay here's how you chain this together to make it into 30 seconds every everything now like in and my co-founder this is his firm belief like Max always says this he's basically like the only agent

30:46is a coding agent actually [laughter] everything else is this software that's being made by the coding age and I think this is like this paradigm shift and like something that we are obsessed with like why are you paying tokens for things that can be just code that is running on super cheap compute you don't you don't have to have like inference every time that you're doing this action only use inference when you need it and this is kind of this like differing viewpoint that I think you know everybody's just like oh token abundance I'm going to token max I'm like I'm actually totally like probably the

31:15opposite of that like why it just feel it is wasteful like do the thing that is the simpler thing that has less likelihood of breaking. Like if you have Hermes try to run your Facebook ads, high likelihood it might just like absolutely nuke the account, but if you have it run based off you you build a piece of custom software for yourself that's running based off of a system that a normal human like a real human would run totally different, you know, outcomes that you're going to get from

31:39that that are probably higher quality. So, okay. Do we have time for a second marketing agent demo flow? Yeah, I can talk through um I just did this for [laughter] um I just did this for my team. Um I I don't know if that'll be super interesting actually. I mean you tell me we basically we're like okay how do we at scale make social content on LinkedIn for like the entire team and like so we have them like basically we're interviewing them we take the transcripts we pull out the insights the insights get written into the posts the posts automatically get scheduled to their LinkedIn accounts using a tool

32:18called ordinal uh MCP yes stop like yes this is interesting because a lot of people I mean a lot of people might have heard you know listen to this cold cold email approach approach or cold reachout approach and are like m I want to go the organic route. So like what's what's an example of setting up a marketing agent in an organic route and and can you break that

32:39down for us? Absolutely. Yeah, I'll do the LinkedIn one because it's super topical and like we've had a lot of interest in this lately by companies which has been pretty fascinating. They're using this with like their sales teams like they want, you know, their seven person sales team to be posting daily. How do they

32:53actually do that and make unique ideas? So um this also pairs with the cold email. I'll talk about that as well. Um, but yeah, just to run through the process. Uh, super simple. Um, it's like literally record a conversation like this. Like I have a a a weekly call like one-on-one with like the people that we're doing this for in the or just like tell me everything that like you've learned in the last week. I just basically interview them, have a conversation, right? It doesn't have to be anything like you don't have to have any focus. It's just like what are the things that that jumped out at you after

33:27being in these sales calls or whatever your job is. You can do this for like technical people as well at the organization. You can do this for everybody. And I imagine this is how the large like the real companies are doing this. There's no way that like everybody at like a lovable [laughter] is writing the content that's going out across all

33:42of the accounts. Maybe that's happening. But um I think what's more likely is that there's somebody behind the scenes that's orchestrating this. It also doesn't have to be an interview. It can just be sales calls or internal comms. Like Alex Lieberman as an example has been talking about about this a lot where they're they're basically sourcing like so much context is happening within their notion within their codebase within their their Slack. We see this as well, right? You can use one of these agents to query those data sources, right? Like query the sales channel um or query the gong transcripts and that's

34:15where you can pull these insights from. And honestly, a lot of the times you find that it's really inside like it's really good content that's trapped in there. Like these ideas like for example, a customer had uh you know, a customer said that or a potential customer said this and it was like why they didn't buy the product and that can turn into an unbelievable piece of content um that you can extract from. So you get source material. Why do you have to get source material? The reason is because if you go and you try to just have the agent like think about this, you're like, "Write good LinkedIn

34:45content." [laughter] It's going to be the most mid thing you I mean, it's you're going to waste the person's time on the other side, right? Um or you're going to get flagged for AI slot by LinkedIn's new feature that just released this morning. Um the the better way to do this is source this from real human conversation because that's where

35:01these original ideas are coming from. Um, another example of this is like literally this podcast. You could extract all the insights from the transcript and that can be used as social content. This is like a strategy I use for myself. But it doesn't have to be just your own. It can be somebody else's as well. It can be, you know, a

35:19podcast with Naval. It can be whatever. It can the source material can be anything. But the system that you create is some type of source material that's happening on, you know, some type of cadence. And then from that, I'm I'm building basically this writing and scheduling process. So, what I I'll walk through now how to actually like do

35:34this. Um, so take that source material. You're going to do an API call um into uh you know some LLM as an example uh for this. Like you could I mean we've even used just like uh Claude Sonnet as an example and it's probably good enough on the writing side. Um and then once you have that those written posts, you're then going to go and use scheduling tool. We like Ordinal for this. um they're a partner of ours as well. Um but it allows for you to have multiple LinkedIn accounts connected to it and then they can also interact with each other which is amazing. Um but you

36:10can through their API or their MCP schedule these posts to each of the individual accounts and then Ordinal also has and I could just go into this actually show you um Ordinal also has uh the uh analytics data that pulls in from your LinkedIn post there as well. So we can see the breakdown of like which content is actually performing well. So it has the analytics of the multiple accounts. You can actually see the breakdown of the individual posts and that data stream can go back to the agent so that it understands okay this is what's getting

36:42impressions. This is what's doing well. Let's go do more content like when it does its cycles of writing that can influence the next round of creative. So topics like this perform better based off of the source material we pulled. How can we snowball or remix? use those specific words snowball or remix to have it go further, right? And this is where the LLM is thinking on top of that data stream. And when you look at like what is happening here, like what does the social media manager do? I actually think the social media manager job like full stop. It's it's [laughter] I think it's already dead, but let's

37:16won't get into that. If you're listening to this, please learn how to make and manage content at scale across multiple accounts. um it's with agents cuz that's going to be I think that's the real meta now is like how can a single person manage you know 10 20 100 accounts across all of these different channels. Um but when you look at what a social media manager did previously like a good one that was actually excellent excellent at their job is they would prospect for ideas. They would make content about those ideas. They would publish it. They would look at the data to see which got the most impressions

37:49and then they would turn that into a a recurring content calendar where they're like, "Okay, I'm just remixing this these same ideas over and over again." If you look at my Twitter like post as an example or even my LinkedIn, it is the exact same thing remixed every 90 days like full stop. That is all that's happening. And that when you get enough information like a big enough corpus, you have you basically understand what's already going to go viral. Like I I have these posts that I've literally used for the last two years. Every time I post it, I know it's going to go viral. I

38:19can't post it every day. You post it every 90 days, right? And that's how you can go back into this cadence. And so again, have this mentality of I'm prospecting for ideas. I'm prospecting for winners. Once I find those, I'm trying to use those as as often as I can because I know that that's what's going to work. That is what the audience is resonating with. And this is this applies to product as well, right? Like when I think that a lot of first-time founders, they they spend time thinking about like I'm trying to get the market to buy this and in reality it's like I'm

38:49try the the the pros at this is like what does the market want to buy? Can I build it and can I sell it to them? Right? Like that is actually how you start a business. And it it for some reason it's this this flipped thing where they're like, "Oh, I'm trying to invent a new idea." I don't want to invent a new idea at all. Well, I want to be like, what do people want to buy that currently like they can't buy and can I go and figure out this the way to build that thing? And then I know I can sell that back to them. I know it's the

39:16market is going to be receptive to and you need to think about content in the same way where like what is the content that the market is currently receptive to and by mining that content from other sources that has already had a viral moment. This is a way to leaprog that to identify that and then you're going and you're putting your own spin. You're putting your own, you know, angle on this. So anyway, lot of thoughts there. Um, agreed on the social media manager is like that role is dead or it's evolve. It's going to evolve like it's going to evolve into the social media agent man manager. So

39:48you're going to need to be able to spin up agents so that you can create a bunch of accounts on the fly that systematically creates content like you have. Like you get millions of impressions a month, free impressions. actually the platforms are paying you which is insane to do it. It's insane. And I get paid to build lead pipeline. Like

40:10think about that. It's crazy. And like I I it's so funny, man. I'll talk to like founders or like you know large like people that that run bigger companies and they'll they'll be like why are you why would you would you invest in social? And I'm like look at the earned media. Like if you were paying for those impressions on platform, for example, on LinkedIn, it's like $22 per thousand impressions is the average, right? So like every post that you get, even with an account that's like 500 followers, you can get a,000 impressions. That's like $20 that you just like put into your pocket for free,

40:41right? But but it's it's so there's the earned media side and then there's also like the platforms pay you. Like YouTube literally pays you to do marketing for late checkout. Like what the what the hell? [laughter] It's crazy. It's crazy. And then, you know, for the people who are like, "Well, I don't want to do a personal brand." Makes sense. What Cody is suggesting is like have people on your team have these personal brands. And if you don't, and by the way, I'll give you a piece of sauce. If you don't want to do that, another really uh smart thing to do with agents creating content for

41:11you is creating theme-based pages or topic based pages. So, for example, my good friend uh Julian Shapiro, you know, he had a company, a growth agency called Demand Curve. Absolute goat, by the way. His blog is incredible and that's what I came up on. So, I'm just like one of I actually grew up with Julian.

41:33No, did you really? That's amazing. Yeah, he was like my name. He was like a farm now or something, right? Yeah. That's awesome. Yeah. So, I need to get him on the pod. that uh Julian being the smart guy he is, it's not like he created a uh X account that was slash demand curve. I mean maybe he has that, but he actually created an ex account called at Growth

41:54Tactics. So he's creating content on this growth tactic page. People interested in growth tactics follow it and then they learn about his agency and his products, right? That's social media company. And like again, it doesn't it could be I mean there's the ones that are my favorite are like Chase passive income. I don't know if you've seen this.

42:15Yeah. Um they're doing it more as a meme page, but like you can use like this attention that you can garner for free as a way to drive inbound for whatever whatever it is that you're building. It doesn't have to just be you. It can be this like anonymous thing that is still providing value that you're aggregating and you

42:29know organizing for the internet, right? So I'll leave it there. I don't know. Really, uh, you know, impactful marketing agents that you just broke down. Um, I wish we had 40 hours together and we did like a crazy comment below. That's the only way I come back. That's the only way he'll have me. All right. So, you have to do this. You have to comment what you want to learn. I'll take I'll teach you whatever you want. It can be how to build social media agents like for Tik Tok clouds. It can be like, "How do I actually run a paid ads account?" It can be anything that you can imagine. It can

43:06be direct mail. I'll literally walk you through how can you send direct mail at scale by scraping Google Maps. You name it. How do you advertise on TV and what's the meta there? Uh like how do you get cheaper clicks on LinkedIn? I I can break down any of that. So, I appreciate you, Cody. We'll see you in the comment section. Like always, I'll include links for where to follow Cody on the internet in the show notes in the description. Can I shout it out? She

43:31give me give me the opportunity. Go for it. Hell yeah. Go find me on Twitter, LinkedIn. That's where I'm the most active. And if you want to deploy these exact agents that I talked about today, go to graph.com. Uh we have both the platform solution for this and also we forward deploy software engineers to do these actual implementations on our platform. We would love to help you. If you're a fast growing company, that is

43:53who we're seeing the most success with. So thanks for having me, G. God bless you, Cody. I'll see you next time.