Adelaide HUG: Loop Marketing with Subnet

Well, thanks for joining us this morning, folks. My name is Ryan. I'm the, the founder and CEO here at Refuel Creative. And, I have the pleasure of being your your HUD organizer for another year, supported by Alice from our team who's who's on the call as well. So Refuel, our Adelaide HubSpot partner, and we've run the the Adelaide Hub now since twenty twenty. And when we were looking at ways that we could kind of update and refresh the the hub for the new year and and add a bit more value, one of the things that we really wanted to do over the last few years is get some more users involved in the user group. Because the point of the user group is not for us as the partner to tell you everything that's going on. We wanna make sure that it's a dialogue, and we wanna make sure that we've got users sharing what they've done, whether that is good or bad or or ugly. And it just so happened that that Ben sent through a a session outline for our conference, Digital Adelaide, where he talked about subnet's experience with loop marketing. And I thought, you know what? That is a perfect fit for a user journey. I'd already seen a bit about what subnet we're doing with loop marketing. So I wanna thank Ben for all of the time he's put into preparing this today. You know, we all know that putting together a presentation is not the hour of presentation. It's eight hundred hours to prepare the presentation. And Ben has ripped into this with with severe enthusiasm. If you're not aware of Loop Marketing, Loop Marketing was announced by HubSpot at Inbound last year. So if you've not heard of Inbound, that is HubSpot's big user focused conference. They ran it in San Francisco last year for the first time. Loop marketing is really an evolution on the the playbook that HubSpot had been running for the last few years. So they had the funnel, and then they sort of pivoted the funnel realizing that the point of the funnel is not for everybody to drop down. The point of the funnel is to then delight those customers and keep them feeding the top of the funnel. So they went from the funnel to the, to the circle. And now in this AI age and all the AI tools that particularly HubSpot have been building into their stack, they wanted to look at this from a test and iterate type perspective, which most of us have been doing. But implementing AI allows us to test and iterate so much faster than we have in the past. So Ben's gonna talk a lot about loop marketing. Ben's gonna talk a lot about how Subnet are using loop marketing. So to introduce Ben, Ben is the marketing specialist at Subnet who is a, an Adelaide based IT provider. And he's been working in the marketing field for nearly fifteen years. So he's nearly old. But he's primarily worked in the IT and software sector. He's a certified practicing marketer, a fellow of the mark Australian Marketing Institute, and previously served on the state advisory committee and the chair of AMI's emerging marketers committee in South Australia. Ben's got an MBA from UDSA, or as we like to call them now, Adelaide University, and is a graduate of, the AI CD. He completed his bachelor of commerce degree majoring in marketing management and international business from the University of Adelaide, which is also now known as Adelaide University, before graduating in honors in marketing. Ben is also a certified practicing marketer with the Institute of Managers and Leaders. Do you like a good certification, Ben? I always do, Ryan. Just seem to click my Pokemon as one of my friends said. Have you got a lot of HubSpot certifications then? I've actually started actually. As soon as I joined Subnet, I went straight into the academy and managed to get a few under my belt. Awesome. Alright. I I really wanna I really wanna thank you for your time this morning, Ben. I'll hand over to you. A last bit of housekeeping from me. You've got any questions from Ben through the the session today, put them into the live chat in in the, in the discussion, and I will stop Ben, and go over questions as they come up so we can try and make this as dynamic as possible. Over to you, Ben. Cool. Thank you so much, Ryan, and and thank you everyone for joining today. I'm really excited to be presenting at the HubSpot user group in Adelaide. Even more so because of the fact that I only became a HubSpot user when I joined Subnet. But to say the least, with the introduction of Loop Marketing, it has been an extraordinary time to become a HubSpot user. And I'll go into a little bit more about the significance of loop marketing overall in a minute. But let me start by talking a little bit about me, but more importantly, what am I using HubSpot for right now? And you can see there that my core mission at the moment as marketing specialist at Subnet is to make sure that more South Australian organizations know the value that we can bring as an IT services provider in a fast changing world. That's really the core of what we're doing right now with Loop Marketing. And in this presentation today, I really want to approach this in the same way that Subnet would approach, one of our clients as well. I want to present this to you as transparently and as honestly as possible and try to provide you with some practical tips that you can implement in your own organizations as well. And in the spirit of that transparency, I really wanted just to set the stage right now in terms of Subnet's own HubSpot ecosystem. And I have to say, I've been very fortunate in the sense of coming on board to Subnet at a time when they had been using HubSpot for many years before I joined the organization and thankfully have been able to engage at some pretty premium tier levels in terms of our HubSpot setup. And I should note as well that our team do take a very liberal approach when it comes to new beta programs and modules that HubSpot introducing as well. Now I completely respect the fact that you and your organization may not have the same setup as we do with your HubSpot account, but I'm hoping that some of the information I share for you today could still be relevant and still be applicable in your HubSpot instance. But let's talk about why. Why did Subnet make the switch to loop marketing? And there are three reasons why we made that decision or three perspectives as I like to call them. The first one being the HubSpot perspective, and I think Ryan has really touched on this one as well when he talked about the introduction of loop marketing at inbound twenty twenty five last year. For me personally, that was a really profound moment in terms of seeing HubSpot openly acknowledge that the inbound marketing methodology that had they had pioneered since their inception was no longer working for HubSpot. HubSpot themselves as an organization were also seeing a decline in their organic traffic as people made the switch to AI overviews and using ChatGPT and other AI engines to find the information that they were looking for. For me, that was a really stunning realization about how much the marketing world had changed since HubSpot started all those years ago. And the second perspective I wanted to share is what I call the AI perspective. Because as an IT company, Summit are doing our very best to stay at the forefront of the emerging AI technologies that are entering the market right now. We are advising our clients every day about how to adopt AI technologies, and we as an organization are also doing our best to make sure we leverage the latest tools available to be better at what we do in our service delivery. For me, it made perfect sense that Subnet's marketing program also adopt a new marketing methodology that was primarily AI driven as well. And the third perspective, again, relates closely to us as an organization. And I say this transparently because there's been a lot of merge and acquisition activity in the South Australian IT provider space over the last twelve months. Subnet are now facing an environment where a lot of interstate based IT companies have come in and bought some of the other South Australian owned operators here in Adelaide as well. That increase in competition in my mind means that our marketing program needs to stay at the forefront of execution to make sure that we are more readily able to adapt to this more competitive environment that we operate in. And that is one of the key reasons why I thought loop marketing was gonna be critical for our success as an organization. So before I talk a little bit more about how Subnet actually implemented loop marketing, it's worth revisiting the framework here of loop marketing. And I know Ryan talked about that distinction between how the funnel has now evolved into a cycle. And I remember when I first saw the loop marketing framework, I was thinking to myself, well, surely there's other marketing specialists out there, marketing teams out there who are expressing their brand voice and tailing their message to different market segments and so on and so forth. But I think the really critical thing here with Loop Marketing is that, yes, these stages that you can see here are really reflective of some of the key fundamental activities in marketing. But the question is, how quickly can you implement these stages? How quickly can you leverage the AI tools available to you to actually perform and operate your marketing programs at the most effective level possible? That is really the key to the success with loop marketing. And in that sense, I wanted to start off by talking about some of the the practical things that Subnet did to implement loop marketing. And one of the fundamentals was ultimately scheduling in time every week for loop marketing. And what you can see here from the screenshots is that in our teams, we set aside time every Friday, one hour each morning every Friday to do loop marketing. And what the focus was is on doing one stage of loop marketing every week for a full period of four weeks. So we'll do the stage one express stage in week one, tailoring week two, then amplify and evolve in those two weeks thereafter. So the idea was that when we reached the end of a single month, subnet would have completed one entire cycle of loop marketing, and that process would then repeat itself the following month thereafter as well. I completely understand that we as marketers, we get caught up in our day to day priorities and everything else that comes across our desk. But I would say that actually making time to do loop marketing, I think, is really critical in terms of getting it off the ground in your organizations. So let's go into a little bit more specifics here. How did Subnet actually run those weekly loop marketing sessions? And at this point, I really wanna highlight the loop marketing web page that HubSpot have developed. So if you have not already done so, please visit this website and please sign up for the loop marketing resources that HubSpot have developed. Because in doing so, what you'll get access to is HubSpot's loop marketing prompt library. And I mean what I say here, this prompt library is everything when it comes to loop marketing. What HubSpot have introduced here is a series of prompts that you can enter into ChatGPT or your preferred AI engine to help you implement loop marketing in your organization. And there are different prompts for all four stages of loop marketing. And I've done my very best here just to give you a glimpse in a single slide about how extensive this prompt library is. In total, there are about one hundred prompts in the prompt library that HubSpot had developed right now. And you can see here how every single stage has different prompts that help you further in terms of expressing your brand voice, tattering your marketing message, etcetera, etcetera. So please have a look at it after this call because I think you'll be absolutely amazed at what HubSpot have developed here. And for each of these prompts, I really should emphasize just how much detail there is in all of the prompts that HubSpot have available here. You may recall when you probably first started using ChatGP's here how maybe your prompts maybe were like a a sentence or two long. These prompts are pages long. This example here for email marketing campaigns, it runs up at eleven pages long. That gives you an idea of just how extensive the detail is for these loop marketing prompts in terms of importing the data that is required and also the actual output that HubSpot are expecting ChatGPT to provide for you when you run loop marketing. And in that sense, I do wanna provide some practical tips here as well because it's so important to just to make a copy of the prompt that you wanna start with in loop marketing and paste it in a Word document. Because as you'll see here, for each of the HubSpot loop marketing prompts, you have the opportunity to input your organization's own data. And this is really critical because, ultimately, you don't wanna run a chat GPT prompt that spits out data which may not be relevant to you as your organization. You can see here in these square brackets that you have the opportunity to input your own marketing data and information about the markets that you operate in to make sure that the actual output from the AI engine is tailored for you and for your organization. Just to provide an example here, you can see here how Subnet have inputted our own email campaign data into this email marketing prompt as well. Again, this has been really helpful in terms of us being able to use ChatGP to give us the information that's relevant to us in terms of where we are as an organization and where our marketing program is, and therefore, where we can take it further. And just another practical tip as well because, obviously, the more loop marketing sessions you have, the more prompts you are running as well. So I can't recommend enough. Please make sure you actually keep all your prompts well organized because chances are you will be going back to refer to them in the weeks and months ahead as well. So by all means, make sure you have a folder set aside for all the loop marking prompts that you run. So you can include a copy of the original prompt from HubSpot. You can include a copy of the prompt with your organization's data included as well. And then finally, you can include the actual output from ChatGPT in the same folder as well. And, of course, this is where the magic really happens with generative AI. Taking a prompt that has been well developed by HubSpot with your own data inputted as well, and then ultimately creating that output as well, which gives you information that you can use for your organization's marketing program. So just to summarize exactly how these hourly sessions were run at subnet each week, What we would do is we would start the session by choosing one prompt that we would run, and we usually chose that prompt based on what data we had available that we know we could easily input into that prompt as well. We then input that data into the prompt and then run it into ChatGPT as well. And the third step is really critical because at the end of each session, we always looked at the output and said, okay. Based on what we have seen here, what ChatGPT has shown us, what are some of the key tasks that we can implement in the following week to actually make sure we're taking that information and we're actually implementing it and actioning recommendations that have been made? So now that you have an understanding of how Subnet ran these loop marketing sessions, I want to go into some specifics about the actual outputs that were generated from Subnet's loop marketing program. And to do so, I wanna provide you with four output examples across four different stages of loop marketing and four different prompts that we used in that process as well. Let me start with the first stage, the express stage. And one of the first prompts that we actually ran with Loop Marketing was identifying our ideal customer profile. Now you may have already have an idea in your organization about what your ideal customer profile is, But I think this prompt has been very helpful for Subnet in terms of revisiting and also rearticulating our ideal customer profile. And one of the key things that we were able to do with this output is to go into the brand identity module in HubSpot. And again, I should note here, this is a beta module. If you don't have access to it, that's okay. But one of the things that you'll be able to see is that you can actually input your own identity and your own ideal customer profile into these settings as well. And from that point onwards, you'll be able to access one of the new beta features that subs Subnet have also HubSpot have as well in the sense of being able to apply your own brand identity into any written content you have. You can see on the screenshot there how I've been able to apply the brand identity into a blog post that we ran as well. And this is a great feature. This really ensures that your brand voice is consistently applied across your blogs, your emails, your websites as well. And with that ideal customer profile in mind, that brand voice becomes more articulate and much clearer and able to resonate more effectively with your target audiences as well. I wanna move on to stage two there as well, talking about the actual tailoring stage of loop marketing. And one of the key prompts that we ran here was identifying a way to more effectively segment our communication strategy across different markets. I think there was a quote here from ChatGBC, which I actually want to cite as well. It says here, the key thing is same truth, different translation. And I think that really sums up the key recommendation that we got from running this prompt as part of our loop marketing session. What we realized was that Subnet had been doing a really good job in terms of marketing our key messages to a very technical audience. And when we're looking back over our twenty twenty five marketing program, we realized that we had a very low following of IT managers and system engineers and so on and so forth who would regularly engage with our marketing programs. But we found that it was still lacking in the sense of being able to have that same conversations about the importance of AI, the importance of cybersecurity with a more c suite audience. So one of the key things that we actually took from that prompt was coming up for a brand new event format, which involved us partnering with Woolman's Lawyers, a law firm here in Adelaide, to provide an executive panel lunch where we're gonna be covering not only AI and cybersecurity, but also talking about these IT trends within the context of Australia's new privacy laws. And I'm really pleased to say that this event is actually a live example. We are going ahead with this event on the twenty fourth of February. It's less than two weeks from now. And in terms of actual results, I'm really thrilled to say that we had about thirty seven registrations for this event in less than two weeks. And actually, breaking news is about half an hour ago, the event has now sold out. It has been filled with c suite audience members that previously have not engaged very well with Subnet's marketing program. I'm really thrilled about the fact that we've now been able to take our message out to a different segment in our market and provide this opportunity for them to see the value that Subnet can bring. And again, I think it has come back to that loop marketing prompt we ran all those weeks ago about finding a more effective framework to tailor our key message to different audience segments as well. I want to include this little screen shot here as well because, again, it's been absolutely wonderful to see the traction we've been able to get in conjunction with Warman's lawyers and to be able to have them share this event out to their networks as well. Again, it's wonderful having that partner in place to actually make sure we can actually reach these new segments that we haven't been able to effectively reach previously. I want to talk about the third stage next, the Amplify stage. And, honestly, this is probably my favorite part of loop marking, and I'll explain why in a minute. One of the prompts that we ran during the Amplify stage was about using video content amplification to improve the reach of our message. And from this prompt here, we've got a great framework for how we can actually get our customers in front of camera to actually share their stories about their engagement with Subnet. And from that one concept, I'm really pleased to say that late last year, Subnet partnered with a video agency here in Adelaide. We created ten case study films in four months. And when I put the slide together, I actually just realized just how extraordinary that output was for our team to actually produce some really amazing material like this for our marketing program. I should also note as well that none of these videos have actually gone live yet. We actually have these scheduled in to our social media channels over the coming months, And we've really capitalized on that video resource right now by breaking it down into smaller clips that we're using almost as, like, trailer videos before we actually release the full video on subnets marketing channels as well. So because of that one prompt and because of that output that we're able to generate because of that, we essentially have our social media calendar booked up until August this year with customer case study videos that we're gonna be sharing out to our audience as well. Again, it's an amazing output, which again stemmed back from that idea and that frame that was generated from our loop marking session, looking at how we can leverage video as a more effective medium to really get our message out there about the value that Subnet is delivering. I wanted to talk about the the final stage right now, the evolve stage. How we get better at what we're doing in terms of real time experimentation. And I did make some slight modifications to this slide earlier because I I wanted to actually share with you, again transparently, some of the experiments that we ran as part of our LinkedIn marketing campaign. What you can see there in the prompt is some guiding principles for how we as an organization have been able to implement a bit of a rapid experimentation program. It really focuses on key things like just running a simple test for one to five days, just testing the waters and then evolving it and updating that experiment based on feedback received. So I wanted to share these ads with you because, again, it was an idea that came from this prompt about how we as an organization can position ourselves as a key IT services provider in a much more closed South Australian market right now where a lot of the interstate competitors are coming in and taking over those other managed services providers. The first ad that you can see there was a bit of a concept we ran about focusing on our account managers, how they've been with the organization for so long and essentially kept the same mobile number over those years as well. Not a bad concept. As you can see there, overall click through rate was about zero point eight seven percent, which I think was about on par with the average click through rate for a LinkedIn ad campaign you expect these days. But we thought, well, let let's try and go one better. And you can see on the right hand side, the more evolved campaign that we created, which by my own ambition, it was definitely a little bit more cheeky. But it was really emphasizing the fact that what we are seeing in the market right now is that a lot of the clients who have come to us and said, I know we've we're dealing with the South Australian organization. They got bought out by an interstate company, and now we feel like we're not getting the same levels of customer service that we once had before. And we really wanted to capitalize on that sentiment in the market right now by creating a series of ads that really, I think, highlighted that feeling in the market. And I'm really pleased to say there that that two point five percent click through rate, it was a much better result for us in terms of actual delivery and engagement that we saw compared to the previous experiment we ran. So now we talked about all four stages of those four examples. How is loop marketing actually working for subnet? And I wanted to share this with you. This is actually a screenshot from our own marketing dashboard right now talking about the number of marketing qualified leads that we've been able to generate since we essentially made the switch to loop marketing back in September. So apart from a dip that we saw in the Christmas period last year, Subnet have been able to either meet or exceed its current goal of at least fifteen marketing qualified leads per month. So for us, it's off to a really good start, and I know we're only in that very early stage of implementing loop marketing at this point in time, but for us, we're really happy with the results we're seeing so far in terms of trying new ways to reach different markets and using new channels and new mediums to make sure we're actually getting that message out there because of the prompts that we're running through the loop marketing sessions that we've been having. So I wanted to just talk a little bit more about some of the implementation considerations that I would recommend you consider when implementing loop marketing in your own organizations as well. The first one is really the importance of making sure that you have all the relevant data you need to run these loop marketing prompts. Certainly, have been times at subnet where we've looked at a particular prompt that HubSpot have run and said to ourselves, you know what? We don't actually have all that data we need right now. And that's probably more effective with the fact that as an organization, this marketing program has only been running for just over a year right now. You and your own organizations, you may have much more established marketing programs, and you might be able to know the exact lifetime value of your customer and what channels are performing better than others. And if that's the case, fantastic. By all means, take that critical data, input that into the prompts that you want, and you can also generate that relevant result for you as well. But like I said earlier, you do get out what you put in when it comes to loop marketing. The second honest assessment I wanna make is that HubSpot does have some weaknesses when it comes to its own AI engine. I think for the most part, it's a wonderful companion to have in HubSpot using that Rise AI assistant to help you generate your social media posts and your blog posts that apply brand identity and so on and so forth. But I found that sometimes you may still need to use other AI platforms in conjunction with HubSpot's AI make sure you get the output that you need as well. And I think this is reflective of the AI driven operations that we're gonna be running in the years ahead. So I would still encourage you to be open to different AI platforms and how can you use the best of breed AI platforms in your organization to get the results that you're after as well. And that third point there, think, is also critical because it talks about the fact that, yes, loop marketing is great. Generative AI is an amazing tool by all means. But there's obviously still that part where we, as humans, need to actually roll up our sleeves and implement the actions that have been recommended for us. And I do say that very carefully because I certainly know of the rise of AgenTik AI and some of the other co work platforms that are being developed right now, we could well see that implementation gap being filled by AI platforms as well. But at the time of this recording, I think it's fair to say that there's still a bit of human involvement in terms of making sure that those ideas are generated as effectively as possible. I wanted to wrap up this conversation because I'm really keen to hear your questions and your feedback after this as well because I wanted to speak more about what kind of a world we're operating in right now. And I've included a screenshot here from Dave Vogarty, a very successful Adelaide entrepreneur here who only a week ago actually shared this post when he talked about some of the AI tools that are now available in the market right now. And essentially, what Dave is saying was that these tools are there and available for us to actually test new business ideas faster than ever before. And it got me thinking about the kind of world that we're entering in right now. In my mind, this is more than just an economy that creates jobs. This is a world where we have an economy right now that can actually generate businesses faster than ever before. So imagine that for one second. Imagine if you were operating in a world where new businesses with new products and new services were coming into a market at a faster place than what we have seen previously, how then would you market your organization? How would you use HubSpot in that new world? And I think loop marketing, I think, is gonna be critical for us in terms of adapting to this new world that is emerging right now. I think it is the answer that we need for an AI driven marketing landscape. I think it's the answer we need for a fast paced world, which again is evolving at rapid clip because of the developments we're seeing in AI. And on that note, I'm happy to wrap it up there. Thank you so much for your time, and I'd be more than happy to answer your questions that you may have. Thanks, Ben. I've got a bunch of questions. I haven't received too many from others yet, but hopefully, mine will will jiggle a few loose. Really appreciate you being so transparent. I like the data. That's that's really useful. I wanna start with a with a more HubSpot specific question. So, your your stack is almost entirely professional, but you've got sales enterprise in there. I'm curious on the use case for the enterprise upgrade for sales. Yeah. Absolutely. I think the sales enterprise module has been really helpful for us in the sense of being able to leverage some more features to actually make sure that we're following up more effectively with our leads. We've got a great lead workflow right now, which has been very helpful in terms of automating that journey by, you know, automated emails, a reminder to our account managers to get in touch with those leads that are being generated. I can certainly vouch for the sales enterprise module on our end because I think it's been very helpful in terms of making sure that those marketing qualified leads that the marketing programmer have been generating are followed up effectively and ideally in a more automated fashion as well. But are you you can do most of that on the professional tier. So I'm just the upgrade to enterprise is what I'm just checking. Yeah. Absolutely. I think in terms of specifics, I think there's been a lot of enterprise features we've found quite helpful in terms of mapping the deal journey, providing some great analytics as well. Again, from my perspective, I think it's been quite helpful for us to actually have those features available just to make sure that we can actually get that alignment there between an effective marketing program and an effective sales delivery program as well. Yep. But Drew's just jumped in. And for those of you who don't know Drew, Drew works with Ben at Subnet. And he's mentioned deal journey reporting, forecasting, non templated goals, and in the next few months, AI transcripts enrichment on calls. So I'm pretty sure they snuck that in in the last couple of weeks, Drew, because we I got a phone call yesterday. We use Aircall as our phone system. The call got logged. The person who rang gave me their email address on the call. And before, that person had their name already identified in the in the contact card. We'd never spoken to this person before. It had created the company card and it settled that up. So I'm pretty sure that's happening now, but they didn't exactly announce that. And that's what HubSpot likes to do sometimes. I'll just sneak that thing in. Yeah. So in your last renewal, it was a discussion point for if we dropped to pro, and they used to be features based on the highest tier you have. So, yeah, if you have one enterprise seat of whatever it is, then that will open up custom objects and things like that. But I'm always curious for, like, something like one enterprise thing always stands out, and I'd to just get to the bottom of that. Now, Ben, we got a couple of questions on your loops. So, I'm gonna combine David and Alice's questions here. So what were your goals for each of your four week loop marketing learning periods? And then what does your weekly loop marketing meeting look like? Yeah. Absolutely. We'll let's start with the the goals first. I think for us, the goal at the end of each month, I think, was to make sure we had run that full loop as well. And really, by the end of that, we would hope that we had actually implemented all these suggestions that have been made from all four of those meetings. So, really, it was almost like at the end of each month, had, a bit of a catch up talk about, okay. What have we done? What have we actioned? What still needs to be actioned as well? And make sure that we actually had implemented those key goals going forward. And I think in doing so, we also took the time to talk about, okay, we've made it this far. How can we improve further? One of the things I should mention earlier with our loop marketing is that it really does facilitate that upward spiral of growth. So the more you do it, the better you get at it as well in terms of actually getting more data which you can then input into other loop marketing prompts as well. So that was really one of the key goals there as well. In terms of the actual meetings themselves and how they ran, we would usually spend the the first time looking at the prompt library, try to identify a prompt that we thought would be relevant to us, And again, something that where we actually had the key information and key details that we needed, which we could implement easily as well into the actual prompt. And then once we ran that prompt as well, we we talked about as a team, talked about, okay. This is a good recommendation. What can we do from this? And identify those key goals we could actually take from that prompt as well. So I say probably half of it was actually spent during the actual generative AI process in terms of creating the inputs for the prompt. And then the second half of that one hour session was really talking about the key recommendations from the output and the key actions that we need to take from that output as well. Cool. You talked a bit about the the prompts that you're using from HubSpot. They're quite meaty, I guess I would call them. What have you done specifically to improve those prompts as you've gone on? Yeah. I think what we've been really able to do is just take that data that we needed to import as well that was relayed directly to our organization. To be honest, I don't think we've done much in terms of updating the actual prompts themselves, but it certainly has opened our eyes in terms of how we can actually use AI more effectively in our organization. So even moving away from the prompt library itself, I feel that ever since we started Loop Marketing, we've been able to adopt AI more effectively in our marketing program right now in terms of the creative design of ideas coming up with some other key messages for different audiences too. So I think beyond the actual prompts themselves, which is always a good starting point, I think doing loop marketing really focuses your efforts on practicing with the latest AI tools and actually implementing them more in your marketing strategy, which I think is really critical, I think, to success in loop marketing. And on a on a similar note, you mentioned you still use some what you would call best of breed AI. What are the other kind of AI that you use that complements this approach? Yeah. Absolutely. So primarily, I know I've been chatting with EBT a lot because that's really our primary AI platform that we use. We're we're very big fans of Copilot at Subnet, only because we found that it actually has those guardrails in place to make sure that we're actually using AI securely, especially if it comes to organizational data as well that we're inputting as well. I found that Copilot is actually really good in terms of taking a blog draft that has been created by Breeze I a I and actually giving a little bit more structure and a little bit more of that that business tone as well. So again, like I said earlier, it has been a process of using multiple AI platforms right now. For example, creating a blog post in Copilot, then inputting it into Breeze AI and HubSpot and saying, hey, can you take this very well structured blog post, but please make sure we actually add subnet's brand voice to this content as well. So again, by using those key AI platforms in parallel, I think we've been able to generate some really good results overall. I find that really interesting because HubSpot use OpenAI as their provider. So I find it interesting that your your best of breed is what they what they say they're using. Yeah. And I'm being perfectly honest here, Ryan. Maybe it's just that me when it comes to my writing standards. I found that Breeze dot ai is great when it comes to, you know, generating blog posts, generating first drafts. I just prefer a little bit more structure in my blogs, actually. I I kinda prefer the the blogs where you've got, you know, your your clear headings, dot points, and so on and so forth that if I was, you know, sharing this blog out to an IT manager or a CEO even as well, they could almost have a look at the actual blog page, not necessarily read the entire blog in full, but just get an understanding of what the key messages are, what the key things that they need to know, and then ultimately think to themselves, hey. That's a really good insight provided by Subnet. I better give them a call and talk to them about some of the current challenges I'm facing. That's what you want. Absolutely. With some of your reporting there, since you brought up some some social advertising reporting, are you using the social tools in HubSpot? Yes. Very much so. So we've been really using the social media planner and scheduler in HubSpot. That's been quite instrumental for us in terms of making sure we actually have that channel well and truly covered as we went into twenty twenty six as well. With the LinkedIn ads integration as well with HubSpot, that's been quite valuable for us in terms of actually getting that data from LinkedIn campaign manager, I should say, and then integrating it into our very own subnet marketing dashboard within HubSpot as well. So again, just having that single pane of glass, as I call it, just to show us all the key metrics across all the key marketing platforms, including our social media channels, that's been an absolute goal send for us. Very, very helpful. So have you have you started to use I'm not sure how many comments you get on your organic social. Have you started to use the tools where you can actually link the person who commented to their CRM card? We haven't done that yet. And, yes, I think it is too early stages right now in terms of that to have adoption. Yes. We certainly do have a few comments come in. But I think that would be quite helpful in the sense that sometimes we do see a lot of comments from our our partners, is all well and good. But absolutely, if we were to have like a a customer, for example, mention us, then it'd be really good to get that notification as well. One thing we do have right now is we do have the alerts feature in HubSpot every time that subnets company page is tagged on LinkedIn, for example. At least we get notified about that directly, which is actually really quite helpful. One of our clients actually mentioned us after the opening of their brand new facility just a few weeks ago, and that was very nice to get that acknowledgement online about the the input that we had made in terms of making that center come to life. So it's always good to get those alerts directly in the HubSpot platform. Awesome. Alright. Does anybody else have any more questions? We've chatted about this all day, I reckon. But we need to wrap up. If I can just have a quick quick question I can pose to you. If you were to use third party information that's related to your client's business, how would you repurpose that information through the loop marketing process? Absolutely. That's a really good question. I think, obviously, in that instance there, we'd obviously make sure that we didn't include the company name or had an anonymous name as well. I must be I don't think we've been done that yet, but I think that we would obviously make sure we have the the guardrails in place. In that instance, we may actually use, like, you know, Copilot in the internal environment that we have set up here at subnet to now to make sure we actually got those guardrails in place rather than, you know, relying on, you know, chat GBT, which, again, we do have a paid account, of course, but I probably would still wanna take that extra step and that extra precaution to make sure that we've really got that one locked down to make sure that no leaks get out of bid. Brilliant. Thank you. Well, thank you. Alright. Well, I am out of questions for now, Ben. Drew, did you have any questions? No. If I have questions, I get to ask about work. Right? It's alright. You've got to Thank captive audience. Look, Ben, really appreciate your time today. Thanks for jumping on. The we'll put a recording of this onto the Refuel Creative YouTube channel, I wanna say, in the next twenty four hours. So keep an eye on that. We've got a whole playlist of all the previous hubs as well. Also, I wanna mention that we wanna try and get some more users involved this year. I said that at the start. So if you're a user that's got something to share even if it's a part of a session, not a full session, let me know. We'll let Alice know. And you've got my email address now, so you can just shoot me an email. And we are also looking at running a couple more in person hubs this year. So we'll look to to bring a few more folks in Adelaide together face to face, say good day, and and go through things and swap notes. So keep an eye out for that. In the meantime, thanks very much, Ben. Really appreciate it. Thanks, Alice, for everything you've done to get today organized, and look forward to seeing you at the next one.