Creating customer content doesn't need to take more than five minutes. 

When I was at Drift, we would have customers come visit the office a lot. And I always had my iPhone and handy DJI Gimbal ready to do a quick video with a customer. 

It usually consisted of one or maybe two questions at most. I would ask what they loved about Drift, or I would have them share one of their Conversational Marketing pro tips. 

It would immediately get posted on social media, and we would sometimes use the short videos in blogs or even classes or courses inside of Drift Insider. 

We also did this during events we hosted or attended to create some “in the moment” customer-led content. Quick customer videos FTW. 

You could also do a content creation contest for a month and get videos from the conversations your CSMs or AMs are regularly having with customers. Share a simple set of questions they can ask at the end of a QBR or check-in call. The three people with the most videos get a prize 🏆.

Don't overthink customer content creation. Sometimes being more authentic and spontaneous is the best way to go. And it's usually a lot easier for you and the customer. Keep it simple, right?

Now let’s discuss how to create the best possible webinar, with your customers.

I call it the webinar triple threat play.

Yes, I did steal that from Bobby Flay's Triple Threat show. 🥓

Here's how to cook it up.

By the way, I shared this playbook in my marketing leadership mastermind group last week. It’s tailor-made for new and aspiring marekting leaders. Let me know if you want to join.

Start first by creating a webinar outline and agenda that has THREE distinct segments.

1️⃣ A 20 or so minute conversation with a thought leader or subject matter expert focused around the webinar's topic.

2️⃣ A ten minute product demo that ties what the thought leader spoke about with the use case of the product. Make sure at the end of this segment you ask the audience, using a poll in the webinar, if they would like to get a full demo of the product they just saw. I usually see about 5% to 20% of the attendees asking for a demo.

3️⃣ A customer speaks for about ten minutes and shares their perspective on how they are using the product and the benefits value it's creating for them and their business.

Make sure you have a DYNAMIC host. Their job is to host the entire webinar and to facilitate each segment. Getting the audience fired up, engaged, and keeping the webinar on track and managing the overall webinar experience.

Use something like Wistia's webinar platform to make the webinar feel like a well produced show so what people are seeing is changing every couple of minutes. The key is making it not boring.

Once the webinar is done, you now have three amazing pieces of content to repackage and reuse.

One that's thought leadership centric, one that's very product focused, and one that is your customer proof and voice of the customer segment. Wisita makes it super easy to create clips from each segment and for you to turn those clips into a format that's right for the right channel.

So there you have it. My tasty Webinar Triple Threat Play™. We run this playbook at EasyLlama and it never fails.

And I got to give a shout out to my friends at Navattic for a killer idea. Customer scrapbooks!

I hope your week will be as productive as Claude writing a blog post 😅. I recently had Lindsay O'Brien, Head of Marketing at Pragmatico, on the GTM News Desk. She spent the last year building Claude skills before most marketers knew what a Claude skill was.

Real AI fluency isn't a checklist or a prompt, it's judgment. This is why "are you using it thoughtfully" beats "how many workflows do you run."

Build your own AI literacy before you ask anyone else to.

Start at the individual level: build the habit of actually using the tool yourself, learn what good output looks like, and integrate it into your real workflows. Only after you've done that does it make sense to push adoption on your team.

Don't mandate AI adoption without a clear reason.

Avoid the toxic habit of shaming your team for not using AI enough. Instead, tie every single use case back to a specific business process and goal, rather than making "use AI" the goal itself.

Keep your point of view out of the AI's hands.

Don't ask AI what it thinks instead of forming your own point of view first and using AI to pressure-test it. Go in with a unique thought, the spikier the better, and layer on context. Skipping that step is why so much AI-assisted content reads as generic.

Watch for the workflows that cost you time even when they feel free.

Spinning up an automated process that takes no manual effort can still burn tokens and money without anyone noticing, since it doesn't cost the person building it any visible time.

Show your AI fluency by sharing how you think, not by listing tools.

In an increasingly noisy conversation, tangible examples of your reasoning beat a resume line listing tools. When interviewing at AI-native companies, focus on articulating your thought process and cultural fit rather than just grilling through past workflows.

The Bottom Line

If you want to pull ahead right now, don't just try to automate the most. Build your personal AI literacy first, tie adoption directly to real business processes and outcomes, and never let AI replace your most valuable asset: an original point of view.

Helping your customers get more value and feel appreciated is always a good strategy. Right now, it's probably the best thing you can do to keep your business growing and moving in the right direction. 

Customer-led Growth is about partnering WITH, recognizing, and celebrating your customers. My golden rule for People-First GTM is to always ask, ‘what are we doing to ensure customers are at the center of everything we do?’

Thanks for reading. Cheers,

Mark