In this episode of The Sleeping Barber Podcast, we sit down with Paul Dervan, Head of Brand Marketing at Miro and author of Run With Foxes, to explore the evolving world of marketing in the age of AI. Paul shares his insights on evidence-based marketing, learning from failures, and the challenges of navigating marketing metrics effectively.

We dive into the shifting landscape of marketing communications, the role of customer insights, and how brands can use micro-segmentation and category entry points to refine their strategies. The conversation also unpacks AI’s transformative impact on creative processes, the future of AI-driven marketing teams, and the growing need for AI literacy in the workplace.

Join us as we discuss the intersection of AI, marketing, and storytelling—where technology enhances creativity, but the human touch remains irreplaceable.

Our Guest

Paul Dervan - Head of Brand Marketing @ Miro

Author of Run With Foxes: Make Better Marketing Decisions

https://www.linkedin.com/in/pauldervan/

https://www.amazon.ca/Run-Foxes-Better-Marketing-Decisions/dp/085719772X

Miro: The Innovation Workspace https://www.youtube.com/watch?v=pqaSH1Ibw-g

Monster Problem? Solve Anything, Together https://www.youtube.com/watch?v=shy3tqvHb4g

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

Chapters

00:00 Introduction to the Podcast and Guest

02:49 The Importance of Distinctive Assets in Branding

05:58 Paul's Journey to Evidence-Based Marketing

08:59 Mistakes in Marketing and Learning from Them

12:02 Navigating Marketing Metrics and Decision-Making

14:52 Leading Brands in an AI World

17:59 Miro's Evolution as a Collaboration Tool

28:05 Navigating Change in Marketing Communications

29:50 Understanding Customer Insights for Effective Marketing

31:52 Micro Segmentation vs. Category Entry Points

35:02 The Role of Category Entry Points in Marketing Strategy

40:25 AI's Impact on Creative Processes

50:17 The Future of AI Agents in Marketing

01:03:25 The Evolution of Podcasting and AI

01:06:45 Democratization of Content Creation

01:08:35 Understanding Marketing Metrics and AI

01:10:38 AI Literacy and Competitive Advantage

01:12:33 Integrating AI into Business Workflows

01:15:35 The Role of AI in Creative Processes

01:17:04 Category Entry Points in Marketing

01:20:22 The Future of Segmentation and Targeting

01:23:06 Human Element in Storytelling and AI

01:26:51 Closing Thoughts on AI and Marketing

Background Research & Links:

https://claude.ai/

https://elevenlabs.io/

https://www.make.com/en

https://relevanceai.com/

https://www.perplexity.ai/

https://notebooklm.google/

https://www.lipdub.ai/pricing-page

https://getimg.ai/

https://openai.com/index/sora/

https://runwayml.com/