It'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

episode, 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

marketing machine is [music] running.

Enjoy the episode.

[music]

Welcome 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

and 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

customers 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

just 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

going 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

reason 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

is 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

the 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

about 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

what 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

AI 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

right 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

handful 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

broad.

>> 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

uh 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

return 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

over 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

everybody 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

and 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

LinkedIn. 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

example, 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

Code 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

here. 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

posts. 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

about 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

marketing 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

pipeline. 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

things." 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

that 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

way 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

trying 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

these 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

waterfall 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

data 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

>> and 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

the 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

>> cool.

>> 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

totally 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

like 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,

out 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

a 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

I 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

as 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,

but 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

info 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

you 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

have 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

on 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

are 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]

>> Yeah.

>> 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

platform 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

API

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

the 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

or 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

platforms. 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

like 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

streams. 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

like 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

solution 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

about 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

is 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

opposite 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

that 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

called 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

down 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

actually 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

being 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

of 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

where 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

content." [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

these 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

podcast 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

this. 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

can 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

impressions. 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

won'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

and 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

can'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

try 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

market 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

you'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

think 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,

right?

>> 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

you 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.

>> No, 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

Tactics.

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.

>> Yeah.

>> 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

know 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

be 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

give 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

who we're seeing the most success with.

So thanks for having me, G.

>> God bless you, Cody. I'll see you next

time.