MARKETING
What You Should be Listening to Now
32% of Americans participate in the same activity on a monthly basis. Any guesses what it could be?
The answer: People are listening to podcasts.
But with thousands of podcasts available, which are worth a listen? And if you’re already a listener, what other shows should you add to your roster? It can be hard to find a podcast that really piques your interest, so we put together a list of suggestions to help — from business and tech to comedy and true crime.
Table of Contents
Comedy & Entertainment Podcasts
Best Podcast Suggestions
- Planet Money
- CEO School
- My First Million
- Business Made Simple
- How I Built This
- Business Wars
- The Goal Digger Podcast
- WorkLife with Adam Grant
- Entrepreneurs On Fire
- Masters of Scale
- Side Hustle School
- Conan O’Brien Needs a Friend
- Wait, Wait… Don’t Tell Me!
- 2 Dope Queens
- SmartLess
- TigerBelly
- The Dollop
- WTF with Marc Maron
- Comedy Bang Bang
- You Made It Weird
- How Did This Get Made?
- Beautiful Stories from Anonymous People
- R U Talkin’ R.E.M. RE:ME?
- Stuff You Should Know
- TED Talks Daily
- 99% Invisible
- This American Life
- Lex Fridman Podcast
- Lexicon Valley
- Dan Carlin’s Hardcore History
- Every Little Thing
- Revisionist History
- Getting Curious with Jonathan Van Ness
- Invisibilia
- Brain’s On! Science Podcast for Kids
- Storynory
- Wow in the World
- Dream Big
- What If World
- The Daily by The New York Times
- Pod Save America
- BBC Global News Podcast
- Today, Explained
- Embedded
- Rough Translation
- The Axe Files with David Axelrod
- Modern Love
- Keep It!
- Ear Hustle
- Weird Work
- Song Exploder
- In the Dark
- Serial
- My Favorite Murder
- Death in Ice Valley
- Lore
- Crimetown
- Criminal
- Maintenance Phase
- Ten Percent Happier
- The Art of Manliness
- Sleep With Me: The Podcast That Puts You To Sleep
- Savage Lovecast
- Good Life Project
- Hidden Brain
- The Hustle Daily Show
- Recode Decode
- Crazy / Genius
- Note to Self
- a16z
- Gadget Lab
- The Vergecast
- Marketing Against the Grain
- Call to Action
- Marketing Made Simple
- Copyblogger FM
- Online Marketing Made Easy with Amy Porterfield
Business
There are hundreds of business and management-related podcasts that will help you stay on top of the latest industry trends, lead in the most effective way possible, and keep your fellow employees excited about coming to work.
Planet Money
It’s like sitting down with a friend who tells you everything you need to know about the economy… and you actually enjoy yourself.
CEO School
Did you know less than 2% of female founders break 1 million in revenue? Join host Suneera Madhani each week as she interviews incredible mentors and trailblazers who’ve made it to the 2% club, as well as women who are forging their own path. Class is officially in session.
My First Million
This podcast is like one big brainstorming session. Follow along as hosts Sam Parr and Shaan Puri discuss new business ideas based on trends and opportunities that they see in the market.
Business Made Simple
Tune in each week to learn tips and tricks from Donald Miller on how to optimize your business like an airplane — yes, really!
How I Built This
Guy Raz discusses the story behind some of the top companies in the world and the entrepreneurs, businesspeople, risk-takers, and pioneers who made them so successful.
Business Wars
Ever heard the saying “business is war?” It certainly appears to be that way for some of the biggest competitors in the world, such as Google, Apple, and Samsung.
Host David Brown takes listeners through the ways these battles shape businesses, what they produce, and how consumers are impacted.
The Goal Digger Podcast
Building a business from the ground up is a scary feat. You may ask yourself, can I really turn my passion into profits? Am I ready to leave my 9-to-5 for good? Jenny Kutcher explores these questions (and more) on the Goal Digger podcast — which never runs out of productivity tips, business hacks, and inspirational stories.
WorkLife with Adam Grant
Adam Grant, an organizational psychologist, helps listeners uncover the keys to success and happiness in the workplace through descriptions of some of the most unique and impactful businesses. Grant provides listeners with advice that encourages them to view their work in a new light.
Entrepreneurs On Fire
With over 100 million listens, host John Lee Dumas offers bite-sized episodes full of wisdom and inspiration for entrepreneurs on the go. JVD has interviewed thousands of entrepreneurs, including Tony Robbins, Gary Vaynerchuk, and Barbara Corcoran — so if you need inspiration to light your entrepreneurial spark, look no further.
Masters of Scale
How do certain companies grow quickly and substantially? Host Reid Hoffman interviews some of the top CEOs today — such as Mark Zuckerberg, Sheryl Sandberg, and Eric Schmidt — on how their companies made it big.
Side Hustle School
Is there a product you’ve been thinking about creating? Or a passion project that will help you enter the career you actually want?
Side Hustle School gives entrepreneurs who have jobs — that they want to keep for the time being. The host interviews guests who successfully created their own side hustle to inspire listeners to make the leap.
For more on which business podcasts you should listen to, check out this blog.
Comedy & Entertainment
These humorous and engaging podcasts will make you laugh and smile wherever you are listening.
Conan O’Brien Needs a Friend
After 25 years on late night, comedy legend Conan O’Brien enters the podcast-sphere to chat with his friends, including fellow comedians, actors, and musicians. It takes an unpretentious and delightful spin on the typical celebrity interview. If you’re looking for laughs — without sacrificing substance — this podcast is for you.
Wait, Wait… Don’t Tell Me!
Are you up to speed on current events?
This podcast quizzes you on your news knowledge. With questions and statements that are both real and fake, it’s your job to determine what’s correct and what’s fake.
2 Dope Queens
Hosts Phoebe Robinson and Jessica Williams perform a live comedy show in Brooklyn and talk about real issues, share humorous stories, and discuss their personal lives, as well as the lives of their fellow comedian guests.
SmartLess
If you prefer A-list celebrity hosts, look no further than SmartLess — a podcast by Jason Bateman, Will Arnott and Sean Hayes. The premise is simple: each week, one of the three brings a surprise guest on the pod, leaving the other two to interview the guest without any prep. As you can imagine, hilarity and chaos quickly ensues.
TigerBelly
Stand-up comedian Bobby Lee — along with co-host Khalyla Kuhn — share unbelievable (and often absurd) stories about working the LA comedy circuit. Often joined by another comedy heavy hitter, such as David Spade, Bill Burr, and Theo Von, you quickly realize nothing is off limits — the funny, embarrassing, cringy, and personal tales always float to the surface.
The Dollop
Are you a history buff? If so, you may love The Dollop. The entertaining, comedian-hosted podcast takes important moments in history and examines them in detail.
WTF with Marc Maron
Maron interviews other comedians, celebrities, and public figures about specific situations in their personal lives and their work. Maron is one of the best interviewers out there, and he always makes learning something new about his guests fun.
Comedy Bang Bang
Scott Aukerman chats with celebrities and some of the funniest comedians around in this weekly podcast. Guests answer fun interview questions, play games, and engage in comedic banter. Aukerman’s open door policy always allows for entertaining and eccentric guests to join the show.
You Made It Weird
Everyone has that thing that makes them a little weird — a talent, interest, obsession, or hobby that they may keep secret from others. Host Pete Holmes invites other comedians and celebrities on his show to uncover their weirdness.
How Did This Get Made?
Do you ever find yourself loving a movie even though you realize it’s actually a bad film? The three hosts of this podcast will watch these movies with some of their comedian friends and report back on how they felt about the flick.
Beautiful Stories from Anonymous People
Host Chris Gethard opens the phone line once a week and picks up for one anonymous caller. That person can talk for an hour about anything – embarrassing stories, self-promotion, family problems, serious personal issues, or a funny incident.
The best part: Gethard can’t hang up the phone first.
R U Talkin’ R.E.M. RE:ME?
Any R.E.M. fans out there? How about Parks and Recreation fans? Adam Scott (of Parks and Rec) and co-host Scott Aukerman discuss the impact that the band R.E.M has had in the music industry through album and song analysis.
Educational
Looking to learn something new? Need some interesting trivia questions? Stump your family and friends with fun and important facts that you’ll learn from these educational podcasts.
Stuff You Should Know
This award winning podcast covers a wide variety of topics – pop culture, historical events, crime, and more. The SYSK hosts are a hilarious duo, keeping this education podcast light and entertaining.
TED Talks Daily
This is the podcast version of the popular TED Talks, which are viewed by millions of people around the world and cover every topic — from science to creativity to psychology.
99% Invisible
Whether we realize it or not, design is everywhere. This podcast brings forward the design and architecture that surround us all and explores the power behind their method, process, and form.
This American Life
This journalistic podcast stems from the This American Life weekly public radio program and features nonfiction reviews of essays, memoirs, historical content, and current events.
The show has won several of the top broadcasting awards and 2.5 million people download the podcast every week.
Lex Fridman Podcast
Praised as a sharp and insightful interviewer, Lex Fridman dives into complex issues about AI, consciousness, love, power, and philosophy with the brightest minds of today (think Sam Harris, Mark Zuckerberg, and Elon Musk — to name a few). It’s a thought-provoking experience that may change your entire world view.
Lexicon Valley
Lexicon Valley is about words, vocabulary, and language — as you may have guessed based on its name. Hosted by a linguist, topics covered include current and dead languages, syntax, meanings, and pet peeves.
Dan Carlin’s Hardcore History
Carlin — podcast host, journalist, and broadcaster — examines major historical events with his unique and often unorthodox way of thinking.
Every Little Thing
This Gimlet-produced podcast will answer your most interesting, specific, and random questions such as, “do dogs have belly buttons?” and “how old is Winnie the Pooh?” Listen to ELT to get some of the best trivia questions to ask at your next family dinner.
Revisionist History
Malcolm Gladwell explores events, people, ideas, and more from the past to try and gauge whether or not people got it right the first time around. He takes listeners through moments in their pasts that may have been ignored or forgotten and highlights the decisions that were made around them.
Getting Curious with Jonathan Van Ness
This podcast has one simple goal: review any topic that host Jonathan Van Ness is curious about in detail. All fields and subjects are up for discussion in the weekly show.
Invisibilia
Invisibilia is Latin for “invisible things.”
The podcast reviews the invisible things, or unseeable forces, that drive human behavior and decisions. It gives listeners insight into how their brains work and why they feel tempted to act in certain ways or make specific decisions.
Kids
If you’re looking for some entertainment while you drive your kids to school in the mornings or if you’re heading out on a family vacation sometime soon, these educational podcasts may be of interest — and you might just learn something too!
Brain’s On! Science Podcast for Kids
Both children and adults will love this science podcast fit for those with curious, wandering minds. Every week a new science-related question is asked and both kid scientists and adult radio hosts work their way through answers and conclusions together.
Storynory
Classic fairy tales, short stories, poems, myths, and more are read by Storynory’s narrators every week. These audio stories are great when traveling with children or for some simple, educational entertainment around the house.
Wow in the World
Stories about some of the world’s most exciting places, people, events, and buildings are discussed in this fun podcast for inquisitive children. The two hosts make audio learning fun.
Dream Big
This family friendly podcast teaches children the importance of following their dreams and finding their passions at every point in their lives.
Eva Karpman — the 7-year-old host — along with her mother, Olga, interview some of the world’s best performers about what motivates them to stick with what they love and become successful.
What If World
Children and their parents are encouraged to use their imaginations to come up with the wackiest and most exciting questions for the hosts of What If World to discuss on their show. These can be unrealistic and fun questions such as, “What if there was never-ending recess?”
News and Politics
In a society where the news cycle runs 24/7, it is easy to miss important stories and breaking information. These podcasts will help you stay on top of the current news cycle so you never fall behind on the latest breaking news or political story.
The Daily by The New York Times
The New York Times produces this 20-minute current events and news podcast five days a week. The shows are ready by 6 a.m. Monday through Friday so listeners are able to catch the biggest stories prior to or during their morning commutes.
Pod Save America
Four of President Obama’s former aides discuss a wide range of political topics with journalists, comedians, and influencers about the current situation in Washington D.C.
BBC Global News Podcast
BBC is one of the most trusted news sources in the world. Their Global News Podcast provides listeners with coverage of the top current events around the globe.
Today, Explained
Do you ever feel overwhelmed by current events? Or that you’re not getting important the news-related information you want throughout the day?
This podcast is produced every evening for listeners to enjoy after a day of work and catch up on the news they may have missed or misunderstood.
Embedded
Embedded host Kelly McEvers takes specific news stories and dives into them one at a time. She goes into great detail about one recent event per show so listeners can get all of the facts they need.
Rough Translation
Have you ever wondered how news stories are translated throughout the world? How is a story, conversation, or event being talked about in another country?
Rough Translation will walk listeners through these changes and renditions.
The Axe Files with David Axelrod
David Axelrod is the founder of the University of Chicago Institute of Politics and his podcast is produced by CNN. He interviews important members of the political world and gets the details on newsworthy events.
Culture
Places, people, and jobs you know little to nothing about explained — these podcasts will make you smile, laugh, and cry.
Modern Love
Modern Love gives listeners a quick glimpse into the complicated love lives of real people. Each episode brings stories about love in all of its messy, puzzling, agonizing, and beautiful glory.
Keep It
Keep It host Ira Madison III discusses the importance of the intersection of politics and pop culture in today’s society. Madison invites journalists, politicians, celebrities, activists and more onto his show, which airs every Wednesday.
Ear Hustle
Have you ever wondered what it’s like living in prison?
Ear Hustle is created and produced by people actually living within the prison system. They share information about their lives, mistakes, and other personal stories to give listeners an accurate view into the American prison system and the humans who are living behind bars.
Weird Work
Another awesome podcast — if we do say so ourselves — produced by HubSpot. Not everyone sits at a desk from 9-5, five days a week. This show highlights some of the weirdest jobs people have, how they got started in the field, and what it’s like to have an unconventional career.
Song Exploder
It’s no secret that every song has a meaning — that’s why people create and listen to music.
Song Exploder interviews musicians and has them explain one of their songs in detail. The artists give listeners background information on why they created their song, what went into the production, why certain decisions were made, and more.
True Crime
Do you like thrillers and scary movies? Spooky stories — both fiction and non-fiction? The following true crime podcasts will give you the chill you’re itching for.
In the Dark
Have you ever heard the name Curtis Flowers?
Over the course of 21-years he has been tried six times for the same crime — the murders of four people in Mississippi — and has been found innocent every time. Reporter Madeleine Baran investigates the case and examines the reasons behind Flowers’ innocence.
Serial
This podcast — which is part of the This American Life production — uncovers the truth behind one real crime story every season. The host of the podcast — Sarah Koenig — learns the details of the crime in real time, so listeners are able to follow along as the case unfolds.
My Favorite Murder
The two female hosts of this podcast have been fans of horror stories and true crime for as long as they can remember. During the show, they share their favorite thrillers along with stories of horror and crime from their friends, family, and fans of the podcast.
Death in Ice Valley
As part of the BBC World Service, Death in Ice Valley brings listeners a crime that has been unsolved for nearly 50 years.
An unidentified woman’s body was found in Norway — but who was this woman? Why has no one come forward with information about her life or disappearance? How has no one ever reported her missing?
Lore
This award-winning, bi-weekly podcast reviews non-fiction scary stories and thrillers that are perfect tales to share around the campfire or during the Halloween season. Superstitions, crime, unknown creatures, and haunted places are all talked about on this podcast.
Crimetown
Organized crime has changed the way certain cities in America have grown and developed. Crimetown, another popular podcast produced by Gimlet, reviews the ways organized crime has left a mark on different cities throughout the U.S. A new city is discussed every season.
Criminal
Criminal has been in production since 2014. With a new story every episode, the show tells listeners about people who have committed a crime, have been the victim of a crime, or are affiliated with a crime in some way.
Personal, Health, and Wellness
Whether you need help relaxing, motivation to stay active and healthy, or inspiration to find your next career move or hobby, there is a podcast to help you reach your goal.
Maintenance Phase
Here’s a not-so-shocking statement: the wellness industry is polluted with junk science, fad diets, and misinformation. Maintenance Phase takes a closer look at these misconceptions with revolutionary honesty (backed by science). No topic is safe — from celery juice cleanses to the problematic history of the Body Mass Index (BMI).
There’s a reason why it regularly earns the number 1 spot in the health and fitness category on Apple podcasts.
Ten Percent Happier
After having a panic attack on live television, journalist Dan Harris found solace in an unexpected way: through meditation. Now, in his podcast Ten Percent Happier, Harris ruminates with prominent meditation teachers and top scientists on how people can achieve a greater sense of happiness.
The Art of Manliness
This podcast — which is targeted at men — was created to promote kindness, strength, love, and understanding in boys and men of all ages.
The show reviews studies on manliness and parenting, philosophy, biology, and more to explore ways that all men can become better men.
Sleep With Me: The Podcast That Puts You To Sleep
High strung or wound up? Thinking about a million things when you are trying to sleep?
This podcast will help you get the rest your body wants and needs. Listeners hop in bed, close their eyes, and listen to a story that gets progressively more boring with time so they can drift off and get to sleep faster.
Savage Lovecast
Advice columnist Dan Savage answers fans questions about sex and politics. Listeners can also call in and ask Savage a question that he will answer on his show, so it’s about real people and real “love” problems.
Good Life Project
Good Life Project will inspire you to live your best life, find what you’re passionate about, stay productive, and learn to be fully-engaged. The conversations between the podcast’s hosts and guests are relatable, touching, and honest.
Hidden Brain
Whether or not we realize it, brain patterns drive the way each of us think, react, and behave every day.
Hidden Brain — produced by NPR — takes listeners through a multitude of reasons why they behave in certain ways. This podcast will help you better understand yourself and the people you interact with.
Technology
Learn about the newest developments and innovations happening every day in tech and media with these podcasts.
The Hustle Daily Show
Introducing the perfect podcast to pair with your morning coffee. The Daily Hustle Show cuts through the noise to give you the top business and tech news you need to know. With funny-but-true insights delivered by hosts Zachary Crockett, Juliet Bennett Rylah, Jacob Cohen, and Rob Litterst, it’s dangerously addicting.
Recode Decode
Host Kara Swisher — a well-respected technology journalist — teaches listeners about the biggest names, developments, and innovations in tech and media. She interviews industry leaders about their experiences, plans, and achievements.
Crazy / Genius
This podcast — produced by The Atlantic — poses questions, possible conclusions, and ideas regarding the culture and innovation happening in the tech world today.
Online dating, blockchain, Facebook, space, and smartphones — are human interactions with technology actually sustainable? Listen to find out.
Note to Self
The relationship between humans and technology these days is a complicated one. We rely on technology in so much of what we do — but when is it too much?
Note to Self looks into this situation and asks questions about the way technology fits in our lives today, and how that relationship may change in the future.
a16z
Experts in tech, business, media, and news discuss trends, developments, and cultural changes within their industries. This podcast — which is produced by a venture capital firm in Silicon Valley — includes interviews with some of the most prominent figures in the tech world.
Gadget Lab
This podcast covers the latest tech information about social networks, entertainment, mobile, services, and more.
The Vergecast
The Vergecast provides listeners with an overview of what’s new and changing in the tech industry with a rundown of the week’s latest stories, developments, successes, and failures.
Marketing
The way companies market their products and services has changed dramatically in recent years — consumers have all of the resources they need to make an informed purchase at their fingertips.
The following podcasts will help you reach your target audience and keep up with the latest marketing trends.
Marketing Against the Grain
HubSpot’s own CMO and SVP of Marketing, Kipp Bodnar and Kieran Flanagan, share their marketing expertise — and get in a few arguments — in order to give you the best game plan on how to move your business forward.
Call to Action
Online marketing successes are explained in this podcast so listeners can take the lessons and apply them to their own businesses.
Interviews with campaign managers and digital marketing professionals provide people with tactical advice on how they can improve their marketing campaigns and overall online presence.
Marketing Made Simple
Need a podcast that’s easy to digest, and even easier to implement? Look no further than Marketing Made Simple, a no-nonsense podcast packed with practical strategies and tips to hit the ground running.
Copyblogger FM
Content marketing, copywriting, digital marketing, and lead and conversion optimization are only some of the topics discussed in this weekly podcast. Experts chat with host Sonia Simone and analyze the changes within the marketing industry.
Online Marketing Made Easy with Amy Porterfield
Whether you’re a seasoned entrepreneur or just getting started, host Amy Porterfield shares all things marketing to accelerate your business. The podcast is grounded with real life examples along with a healthy dose of inspiration.
Conclusion
In a world where everything seems to be getting faster – and where more is expected from people in less time – it’s easy to fall behind on the book you’re reading or miss a story in the news.
Podcasts are a great solution for those looking to stay informed while on the go – or even those of you who would rather sit back, close your eyes, and listen to a story in bed rather than read a novel, watch TV, or listen to music.
Stay entertained, learn something new, keep your brain sharp, and remain informed with podcasts.
MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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