You Ask, I Answer: What To Do With Conference Materials?

In today's episode, actually asks unironically, do people actually do anything with the materials left over from a conference, like the slides or on-demand content or you know, recordings? And this is a great question, and an unironic question to ask and answer, because a lot of the time when we go to conferences and events, we download all the materials to the event, and we say, you know, while we're at the event, oh, this is great. I've got so you know so much knowledge to share when I get back to the office on Monday or Tuesday or whenever. And what happens? Yeah, we we download it, we store it, maybe we share it.

Then we don't do anything with it. It just it we print it out, it goes in a binder on a shelf, or we store it on a hard drive, and nothing happens. It just takes up disk space. That's a shame, A, because uh we're not using the knowledge we gained, and B we paid for it. It'll quite possibly with thousands of dollars of our money or our company's money, and if we're not using that knowledge, that's really bad, right?

Really, really bad. So, what do we do? How do we use this knowledge? Knowing that it's there's so much of it and it's so overwhelming, what do we do? Well, the anti note, huge surprise I know, is give it to artificial intelligence instead, is to use artificial intelligence to work with this knowledge.

If you were to write out a detailed summary of who you are, who your company is, who your ideal customer profile is, and bundle all that together in a mega prompt, you could then give the artificial intelligence tool of your choice, the language model of your choice, the conference materials and say, how does this apply to me? How do I make this work? Let's, you know what? Let's do an example because nothing teaches like example. I'm gonna go ahead and bring up Google's Gemini.

And again, you can do this with any tool anthropic Claude, Chat GPT, Gemini, doesn't matter. Uh use the tool that you're most comfortable with. I'm comfortable with Gemini. And let's get let me find here my knowledge blocks about who uh who we are. So I'm going to give this tool say today.

We're going to investigate some conference materials and see how they apply to my company. Um let's do this. My spelling. Remember, grammar doesn't matter with AI, spelling sure does. Here's some information about my company.

And then paste it that in. And then let me give it also my ideal customer profile. Here's my ideal customer profile. And let's see, what else do I want to do? And you know, that's a good place to start.

Next, here's the slides from a talk I attended at the Marketing AI conference. Based on my company's profile and my ideal customer, create an outline of the parts of this talk that are most relevant to my marketing and AI efforts. And now let's go and pick one of the slide decks from the marketing AI conference. Who should we pick? Let's see.

Let's look at three practical AI use cases. This is from my colleague Lisa Adams. Twenty-four thousand tokens. That's about what? 18,000 words.

The entire presentation aligns with our core offering. The title itself, practical use cases for insight-driven content, actionable insights from the data, practical use cases, AI from content strategy, targeting and segmentation, choose top segments and aligning teams, integrate your data sources, make your brand relevant AI search, identify top questions by persona, analyze AI responses, marketing teams 2.0, and so on and so forth. You get the idea. The parts of this presentation that are relevant. So now I'm going to go on and say, great.

Assume that I'm doing all the basic marketing practices of a good B2B management consulting firm at Trust Insights. Assume I am also an advanced user of generative AI, and that I do things like prompt management, prompt optimization, custom code, model tuning, retrieval augmented generation, and other practices. I have an extensive practice for building ICPs. I use generative AI today to build content strategy, competitive strategy, marketing strategy, and have a significant and useful tool set. Based on this background information, revisit the takeaways from Lisa Adams session and rank them in order of impact to my company in descending order by priority.

Priority is determined by potential or actual revenue impact. Now let's see. With that information. I'm having a conversation essentially with the slides. I'm having a conversation with the talk.

Now, if I had the audio from the talk, I could put that in or a transcript. But I'm having a follow-up conversation effectively with this conference session. All right. High impact, high priority, custom GPTs and GPT store opportunities. Yeah, we're already doing that.

I should have said client-specific AI driven content strategies already doing that. AI powered target segment identification. Yeah, already doing that. Marketing team 2.0, we're doing that to some degree. Adjusting AI preferences and content creation.

Yep. Got that thought. Leadership. Yep, got that. Ethical considerations.

Not doing a ton with that, but we could be. Um right, great. So assume we are already doing and are successful at the high and medium impact uh use cases outlined above. Based on your understanding of the session, what would be more advanced use cases you can extrapolate from the session that we might not be doing. So again, we're having a conversation.

Imagine uh following up with a speaker and asking them all these questions. You would be taking up a lot of their time. But when I take the content from the talk and I ask it questions and I give it all this background information, the language model can do a really good job of digging into this. Let's see. AI powered competitive analysis platform.

Actually, we already have that too. Um, dynamic content optimization engine. That's interesting. AI driven content personalization at scale. Yeah, that's kind of a given these days.

Predictive content performance model, we have that. Automated content repurposing and distribution system. We don't, ours isn't automated. AI powered influencer marketing platform. That's interesting.

So now we're getting into okay, well, you know, what else? What else you got? As someone who gives a lot of talks, and as someone who gets a lot of these questions from folks, I would love it if people did this with my talks and said, hey, I need, I want to ask you these questions. Great. Go through this with the language model and have those conversations until you get to the stuff where it's the complicated questions, or where you start getting to things like, I'm not sure even how to ask AI this.

Then you go to the human, the real human speaker and say, hey, I've thought through this, I've done this, I've done this, I've done this. Here's where I am. What's your next advice? That's gonna be real interesting questions today to answer. So you can talk to anyone synthetically with generative AI, whose talks you've attended and whose conference materials you've got.

This is this is the power of using AI to harness data you already have. If you attended an event and there are takeaways, take them away, because events don't give away that stuff forever, and then do something with it. You paid for this, you paid to be at marketing AI conference or content marketing world or social media marketing world or marketing props BD before them. You paid to be there. You paid to see those speakers, and you paid to get access to the comp the session materials.

Take them. Use them. And the best part is this takes almost no time. We just did this. Now, to be fair, I have spent 30 minutes putting together who Trust Insights is and what our priorities are and who our ideal customer profile is.

We did that work up front. You will need to do that the first time. But then every subsequent run, you say, here's this talk, tell me what I should know. Here's this talk, tell me what I should know, and so forth. And you will get better and better at getting good information from conference sessions, including takeaways that might not have even been discussed in the session because maybe the session was a beginner session, and it's enough to get that data loaded into the model and say, Yeah, we're already doing this.

What else you got? And have the tool extrapolate from the content you've given it into the higher level learnings that maybe there wasn't time for at the event. Use the data you already have. Use generative AI to kick it up to the next level, and you will get the most value you've ever gotten out of conference materials. Thanks for tuning in.

Talk to you on the next one. If you enjoyed this video, please hit the like button. Subscribe to my channel if you haven't already. And if you want to know when new videos are available, hit the bell button to be notified as soon as new content is live.