Create Campaigns Quicker with Goldcast AI
Lauren Creedon, Head of Product at Goldcast, gives us a behind-the-scenes look at how Goldcast's new AI-powered Content Lab can take your event recording and turn it into a full-blown marketing campaign.
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>> Hello everyone and welcome to Go to Market AI,
the future of your Go to Market tech stack.
I'm your host, Sarah McConnell.
These days it seems like every company has AI,
but on this show, we want to go a level deeper,
so you can see firsthand how businesses are applying AI to solve your business
challenges.
We're going to go deep into the use cases and show you live demos of
the latest and greatest in AI technology.
Today, I'm joined by Lauren Creden, head of product at Goldcast.
Lauren, thank you so much for joining us.
We go and tell us who you are,
who is Goldcast and what do you guys do?
>> Thanks so much for having me, Sarah.
What a great show.
I am really happy to be here.
I'm now working on my third AI product here at Goldcast.
Now finally, the generative AI space.
It feels like we're all launching something.
A few years back, I worked with a company called Huddle,
launching computer vision AI video products,
which is when I first entered the space in a company called Trift,
launched NLP-based chatbots.
It's when I got into Martak.
Goldcast is just this perfect combination of the two video tech,
Martak. Here at Goldcast,
we're in virtual events platform designed specifically for B2B marketers.
The company took off born during COVID when everyone was looking for
more engaging virtual events platform.
Really, the fact that we were designed for B2B marketers
is what's noticeable in the platform.
Our customers choose us because they see all the things they want to see,
what a product designed for your use case.
Higher attendance rates up to 20 percent
are customers' site at virtual webinars.
25 percent higher audience engagement with all the branding
and engagement tools are co-opers.
Ultimately, a B2B marketers job is to drive pipeline conversion.
Our CRM integrations are designed to do that.
People have seen three times higher pipeline conversion.
As you know, B2B marketers traditionally use events as this platform to do
brand marketing,
thought leadership, and such great content comes from that.
We'd really seized on the opportunity to help people get more out of their
content
on Goldcast as we evolved the platform.
Using generated AI, we are helping customers turn that video content into a
multi-channel
content strategy.
That's awesome.
I know we use Goldcast for our events.
Our pipeline summit events are always run on Goldcast and we've loved using the
product.
I'm really excited to have you on the show and have you take us through this,
especially as someone who's been in AI space.
We started the show because we're like, "AI's new and trendy,"
but for someone like you to join the show is like, "No, I've been doing this
for a long time.
This isn't my first rodeo.
I'm really excited to have you on the show to walk us through."
Without being said, I would love to jump into what everyone came here for,
which is a demo of Goldcast in your AI functionality.
Lauren, would you mind taking us through Goldcast and showing us what is
possible with Goldcast AI?
Absolutely.
You joke about my past experience.
I'll share one thing I've learned being in this space for a while.
It is not the technology, the best AI technology that runs.
It's the use case and really understanding customers.
Before I even dive into the demo,
I'll share the use case and the problem we saw through our customers.
That is that cross functional B2B marketing teams work on campaigns together.
That umbrella over demand-gen over B2B marketing includes content marketers,
event marketers,
demand-gen, many different functions across the team.
As they work on those campaigns together,
it can take a lot of time to execute that cross-channel strategy with a lot of
different tools.
What you're going to see me demo here is you're going to see the life of an
event go
over a cross-level journey of that campaign.
If we start with Goldcast,
one of our own event series to drive awareness and thought leadership around,
demand-gen is a series called Donut and Demand.
This is a landing page for our event,
Goldcast products, power, many of these different functions across the journey
of an event,
but if you see one of the things that we do here is we give you on-demand
content.
There's two past events here in this series that we have run on Goldcast that
you can now watch on demand.
How do we drive traffic back to get you to watch it on demand?
Or how do we get you interested in the themes,
the content that we have here with our amazing speakers?
If you don't have time to watch a 50-minute on-demand session or you could
attend live,
if you do go to watch it on demand,
you'll be taken into the event landing page,
you'll be able to watch this event here.
You see a sneak preview into the Goldcast platform.
If you've ever run on a qualified event, you'll recognize it,
but maybe you won't because it's also branded specifically here to the Goldcast
use case.
So it really brings the brand of the particular series or event into the
forefront.
But this campaign isn't just again about this session in the event,
it's about all of the engagement here, flowing through your CRM,
it's now driving more people to it to engage more customers, more prospects.
So one of the things our team has done is we've generated some content here,
so here's a blog post summarizing the event.
You see some of the themes coming through from the event with demand
gen being a broken term, one of the hot takes from Chris, a link to that clip.
Second thing, you can control your sales cycle.
There's four themes here that we brought out, and we posted a clip on LinkedIn.
Here on our company LinkedIn page, you can see a link to that clip where Chris
is talking
about demand gen being a broken term, then you can, in the comments,
link to that blog post to reports, etc.
So that's what a whole campaign and looks like for marketers, me to be
marketers.
For your audience here, we'll probably know that better than me.
But I wanted to show you how ContentLab helps power this.
So if I open up the session in the ContentLab,
you'll notice we have the video viewer as well as the transcript from the whole
session.
And if you know anything about Generated AI, it really works off of language.
And so the transcript is a really valuable asset that we can use for two main
use cases.
The first is to generate clips and the second is to generate extra summaries.
So here we auto-generated some clips.
You can also manually select clips if you remember that moment that was really
compelling.
Let's take you into the clip use case.
This is that clip that you noticed we posted on LinkedIn.
And we automatically in the platform pull out the speaker video feeds from this
part of the session.
We pull out the brand colors.
You can immediately after the event come in here and play with a few different
modes
that we know brand marketers and B2B marketers are going to want for their
various platforms.
So you can toggle between different formats.
You can toggle between the speaker grid, the active speaker mode.
Again, with those barriers, the layouts and all of it is meant to reduce the
steps in the process
for a B2B marketer to just get a snackable clip from that event.
So say they have that great snackable clip.
Oh, yeah.
You like it?
Oh, yeah, I was going to say, I feel like normally from my perspective, you
made this point,
like I'm a B2B marketer.
I'm in demand gen.
So Goldcast is like right in my wheelhouse.
This normally is such a consuming process.
To find these clips to get the copy, to get the transcripts, like in a current
process,
I can imagine that involves like three different platforms and you have to like
upload the video
and then pull out a transcript and then upload somewhere else.
And then you need created to trim the video and then the different site, like
that's such
a time consuming process.
And in my mind could take weeks, depending on your team size, that you've now
just distilled
down to minutes, it seems like.
Yeah, that's.
Thank you for sharing that.
And one of our beta customers, Condism said that we took the process down for
three weeks
down to hours.
So it really, I mean, many of our prospect and customers say that the value
here is reducing
the time to market for one of these campaigns.
And it gets even better if you pair that with the tech summaries from the
transcript.
So I'll take you into our tech summary generator here.
You remember those headlines from that blog post.
Here you see, the man jett as a broken term controlling your sales cycle, the
things that's
really the basis for that blog post.
We were able to generate here in our touch generator.
There's a few different use cases that we support a LinkedIn post follow up
email blog
post key takeaways or custom.
So one of the custom ones I love is finding key quotes from the event.
So one of the things that takes a lot of time is figuring out what quotes to
include
in your blog post them.
So you can generate top quotes with context.
You can generate a follow up email for people who could attend and pop that
right into your
post event campaign.
It really is, again, not about owning the best AI technology, but really
helping our
users in their workflow get more done.
Because what we hear so often is that it's not that they don't have the
strategy.
It's that they don't end up executing on the strategy because teams are, you
know, they're
facing lower budgets now and there's always more that we have than our ultimate
end to
end plan to execute on an end and strategy.
And some of the post event stuff gets cut if it's going to take too long.
Yeah, that is incredible.
Even like seeing that SEO keyword that it can help you with like SEO keywords,
I love
the ability to like tone and the length of this.
So I think this is, and also you made such a good point, Lauren, of the team.
I feel like Google gets seen as really good about building a product that is
really foundational
on use cases for your audience, which is B2B marketers.
And the fact that you already have preset templates that are typically what
someone like
me would need.
I'm going to need a blog post.
I'm going to need a LinkedIn post.
I'm going to want to pull quotes so I can put those in clips.
Like those already are almost everything I need, but the ability then to add
some custom
stuff is really, really interesting.
Thank you.
Yeah.
That's, you know, due to a lot of collaboration with our beta customers, some
of the top tones
of voice that they like to see, obviously there's some great ideas here for how
we can continue
to ingest your own personal brand tone.
That's one of the top ideas we've had.
But we think that the basic building blocks of giving someone a tool to open to
shorten
up some of their process is what we wanted to get out to users first because it
's still
going to require a, um, a marketer at the end of the day to come in here and
really know
what's valuable to their customers and we're going to learn a lot through being
happy
for you is it totally.
And I feel like that's the common thing we hear all the time with AI is like,
yeah,
we're going to put something into the product.
Like you just showed that's going to help take that time.
Like cognizance of three weeks down to, you know, a couple minutes, essentially
, but you
still need that human involved that you're building this use case of B2B
marketers can
can truncate the time that it takes, but we still then have the ability to go
in and
edit because we know our brand and we know our audience.
And, um, always having that human involved.
I feel like is a common scene that we hear.
Exactly.
Exactly.
So this final blog post here is, of course, with that human touch, but who, who
likes
to create the first draft better than they like editing that final draft, right
Like that's, that's what we help to do.
And, and oftentimes, you know, we're all doing a lot, even if, even if Lindsey
or whomever
was writing this blog post was in the event, there's another job to be done in
the event.
Right.
If, if you're in this event as a girl cast employee, you're engaging with
customers, you're listening to the speaker, you might like jot down a time
stamp, but
you'd still have to go back and be like, okay, there's a lot of work here.
What was the summary again?
Oh, we're the overall points.
And so it gives you a great starting point for that.
And then to come in and add that last layer of polish to it, uh, is where we,
and that's, you know,
kind of prefer to spend our time anyway.
Yeah.
I couldn't agree more that I think the hardest part is just starting that first
draft.
I didn't find myself many times just staring at a blank screen and being like,
I don't know
where to start.
It's so much easier to edit something down than to start from scratch.
Um, I, it is really interesting that you guys have not only the ability to clip
videos,
which I think is really cool and something that even for this show that I find
myself
using like video clipping tools, but that you then add in that layer of gener
ative AI
where I can, I could in theory prompt it to find me those clips.
Cause right now, like I'll find myself scrolling transcripts, which is awesome,
but it's on
me to decide in a 30 minute episode, where do I want to clip something and what
's important?
And I think the ability to add that generative AI piece and prompt it and say,
find me
something where we talk about this or, you know, find me a quote from, from
Chris.
And this example of, of donuts and demand just saves someone like me so much
time,
especially when a week is passed after filming.
It's hard to remember.
So this is, I can already see so many use cases with this.
Thank you.
I'm glad to hear it's resonating.
And you can just see I generated a few more clips.
It's a great starting point.
Oftentimes we all know that hot take, like if there were one moment that we
would want
to post on social, it sticks with us.
But having that starting point is really useful, especially for people who
weren't there or,
you know, to give you more examples as, as you saw in our blog post, we
embedded a few clips
when you have the ability to add that more than one.
So it's a great starting point for that.
You can see even fun little ways that we've included AI like to automatically
title the
clips so that you have a little context, even before you go via this.
We had the whole transcript of the clip here and we summarize it in the clip
title.
So it's something you've seen maybe like, limb do and you've recorded a limb
video.
They'll suggest a title for you.
With little touches like that that improve the workflow where you kind of
empower evens
rather than either jump for them.
And that magic layout where it pulls in the brand that is so cool.
That must save so much time to be able to already have those brand colors,
brand themes
and then just that's my thing.
Yeah.
So there's a few different things that we kind of use the elements across our
platform
core here.
The first you'll notice is when there's elements shared to the screen and in
that that sometimes
they take up more parts of the screen or maybe this isn't what you'd want on
social.
So we can eliminate some of those with our grid magic layout, with our active
speaker
magic layout.
We can pull in captions with that branded bumper.
You can edit some of those captions too.
If you can see here when it plays back it highlights a word.
If you see that on there, one of the things we allow you to do is we can hide
that word
from the transcript, you can also make it a really uncheek vote by deleting,
highlighting
a sentence within the clip and saying, you know what, that was a little bit of
a rambly
sentence.
Delete that and it actually deletes from the video as well.
That's cool.
We'll just take out the transcript in the captions.
It will take that whole chunk out of the video for you.
It will.
Yeah.
And then you can.
Yeah.
Thank you.
So you can play with it.
It's fun to play with kind of a few of the different templates here.
You'll land on what looks best for your platform.
And then another, another use case here is audio grounds.
It looks like we don't have a speaker image for La Shonda here.
That'll pull in.
Well, we have the now to logo.
It's really whatever you want.
You can start to edit the audio gram canvas as well.
Those people just want that kind of clean speaker image.
I really like the motion with it.
It's really cool.
I know.
Yeah.
Well, you saw it with the Chris one that I had earlier.
It was the Chris one.
Yeah.
So here's his headshot.
So we try to give a lot of flexibility to our marketers.
But one of the things that we plan to do coming up is to give you more
customization
options and treat this a little bit more like a canvas.
People are already asking us, can we change the font?
And we add our logo.
There's a lot of things that we know we can do.
The simplest thing we wanted to get out first was to take the information that
we do have
in the platform and spit you out something that's snackable and ready to go.
But all of those different elements are part of the reasons why people chose
Goldcast
in the first place was to really get it to their brand.
So we're going to continue to invest in giving people more of that ability
there so that
we even reduce that time to work it further.
You'll also see investing in things like content uploads, things like audio
file uploads,
things like automation of automated workflows.
So I mentioned that whole workload to create a blog post and generate a clip.
Well, what if that was sent straight to your inbox and you could take action on
it?
That would be exciting.
We also have people saying, if you could upload content, can I search across it
Can I look across the whole library of content and search for a clip about a
specific theme?
I have hours and hours of archived content.
I want to know when some of our customers were talking about the ROI from their
event
strategy.
And so we'll find ways to really understand topics within these transcripts and
allow you
to really get creative about what type of campaigns you might want to create
off your
archive of content as well.
That's amazing.
Well, Lauren, thank you so much for taking us through this.
I am actually excited.
Again, as a Goldcast customer, I'm really excited to start playing with this.
It was cool to see it because I'm going to go back to my team and have all
these fun
ideas of how we can be utilizing a Goldcast for AI functionality.
And I'll also give a plug.
Donuts and demands.
I will actually be joining the show for their next episodes.
We'll sing to this and you want to join Donuts and demand to be very excited to
have some
Donuts and talk about demand generation.
I got to pull up our registration page here.
This is where you go.
Register.
There you are.
Sarah McConnell coming up back.
So yeah, got to register.
That's a good luck.
So Lauren, thank you so much for the demo.
With that being said, I would love to jump into our lightning round Q&A section
if you're
ready.
I'm ready.
All right.
So first question is, how long have you been building AI into Goldcast?
It's really only been the last half of this year.
So generative AI opened a whole new world of opportunities and we took
advantage.
So we've been running our beta since the beginning of the summer on this
particular
content lab product.
That's incredible to see what you already have based on the fact that you just
started
building it in the latter half of this year.
So that's fantastic.
And speaking of you, pretty brilliant to you, Miss do do a great job.
You mentioned beta.
What you showed today with content labs is that generally available now for
customers
or what does that look like?
I am so excited to share that tomorrow, which while recording this is Wednesday
, October
25th, we're going to unlock this feature for all customers.
So Sarah, you will get to check it out tomorrow and I can't wait to hear your
experience with
it.
That's awesome.
So by the time people hear this episode, it will already be live.
So if you're a customer of Goldcast, by the time you hear this episode of Go to
Market
AI, you can go into and start playing with content labs, which is awesome.
Lauren, speaking to customers, do you mind telling us who a few of your
customers are
at Goldcast?
Oh, absolutely.
So we are blessed to have some of the top B2B marketers as customers, our
customers include,
as you saw in that last demo, MailChimp, fixedon, Adobe, Amplitude, Zora, LG,
Workday,
Demand Base, HootSuite, Rift, Clarity, Rapid7, I could go on and of course
qualified.
So some of the leaders in B2B marketing were really lucky to have as customers.
That means I get to spend a lot of my day on calls, learning from these
customers.
And it's really one of the reasons I've stayed in B2B marketing after making
the switch from
SportsTech because the customers really, really level us all up professionally.
It's a great thing.
Great group.
Marketers is, I tell people all the time, it's my favorite.
I love marketing to marketers.
So it's fun being made up of a show over to Martec.
You mentioned this earlier at the very end of your demo about what you guys are
thinking
about next for your AI roadmap as far as flexibility with design.
But do you mind sharing with us if there's anything else you wanted to add
about how
Goldcast is thinking about your AI roadmap and you've been building it for the
latter
half of the year, but what's next after this beta rolls out to customers?
Yeah.
So for our customers, my short answer is look for more.
Workflow automation, look for faster time to market for your campaigns.
So anything that we can do to help you land at that perfect clip sooner, get
the post event
content sooner, or even a pre-event strategy.
So think of generating clips for your past archive of content to promote an
upcoming event.
Maybe even recording content and getting suggested clips for what to do to
generate a speaker kit.
So all of the updates will launch, will be around helping you get your campaign
going
faster, automating various pieces of that.
Some of that may not be true AI.
And so to my broader audience listening to this, thinking about how to
incorporate AI
into your own strategy, I really encourage people to break down the technology
from the
problem you're trying to solve.
So in many cases for us automating something like that speaker magic layout,
that's us
making use of the technology we have and making it magic and making it smart.
But that piece was empowered by AI.
Understanding the transcript and bringing a clip up, we're going to continue to
invest
in making that more accurate and more relevant to our customers.
But a lot of the innovation that we'll ask for and that we'll invest in will be
in really
that kind of more of the workflow automation or helping our customers get there
faster.
That's amazing.
And then last question for you today, Lauren.
Are there any other AI powered products that you and the go to market team at
Goldcast
might be using that you found a lot of value from?
Sure.
I love experimenting with AI products.
The ones that have made it into our team's workflows that I'll be going to
quick shout
out to many of us use notions AI product, which can also help you with text
generation.
You have our marketing team members are loving the Canva AI products.
They swear by Canva.
And then just today, a team member was telling me how much they're enjoying
Adobe Firefly
for image generation.
Those are three I wanted to shout out.
Yeah.
What about you, Sarah?
Are there many that you're loving lately that I should try?
I mean, Goldcast is an easy one and I swear that's not just a plug for Goldcast
because
you're on the show.
We use it all the time.
And then I know our sales team has gone loving like gongs.
The all-rich marketing functionality.
So we are, I think in the same space as a lot of people right now, we're in the
testing
phase of like there's so much out there.
It's where we show and we're trying to test a lot of products and like hear the
use cases
of them to figure out what does that future tech stack look like, which is also
why I
get to be the lucky one who sits on the show every week and gets demos of like
all the
greatest tools, which is awesome.
That's a great answer.
Well, Lauren, thank you so much for joining us today.
That was a fantastic demo.
I love seeing the capability of your new content hub.
I'm so excited that tomorrow, October 25th, which for those listening will have
already
passed that this will be rolled out to customers.
But thank you, Lauren, for joining us.
It was so great to have you on the show.
It was awesome to be here.
Thanks for having me, Sarah.
And I look forward to your met.
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