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Home>Blog>Podcast>Don’t Start with ChatGPT: Sara Nay on Smarter AI for Small Business Marketing | Episode #0017

Don’t Start with ChatGPT: Sara Nay on Smarter AI for Small Business Marketing | Episode #0017

  • 2025-07-04
  • Posted by: Brad Groux
  • Category: Podcast
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Don't Start with ChatGPT

In this episode of Start Small, Think Big, Brad Groux sits down with Sara Nay, the powerhouse behind Duct Tape Marketing , to unpack how small businesses can use AI not just for quick wins, but for sustainable growth, smarter workflows, and long-term strategic advantage.

The Strategic Shift: Anti-Agency and AI as a Force Multiplier

Duct Tape Marketing has long been known for its fractional CMO model. But Sara is spearheading a major evolution, from outsourcing execution to enabling internal teams to own their marketing systems, augmented by AI.

Rather than doing marketing for clients, her team now empowers them to become orchestrators of their own success, embedding AI below their workflows to extend reach, consistency, and speed. It’s a bold step away from traditional agency-client dynamics, what she calls the “anti-agency” model.

“We’re enabling doers to become orchestrators, powered by systems, not just sweat.”

Strategy Before Tools: Avoiding AI Slop

One of the biggest takeaways? Don’t start with tools. Start with strategy. Too many businesses rush to adopt ChatGPT or automation platforms without first asking:

  • What problem are we solving?

  • What does our customer journey look like?

  • Who’s on the team, and where are the skill gaps?

Jumping to tools before defining goals leads to what Sara and Brad called “AI slop,” generic, off-brand content and inefficient processes. Instead, Sara recommends reverse-engineering tool selection based on well-defined business and marketing objectives.

Personalization at Scale: Yes, Even for Small Businesses

Historically, true personalization was out of reach for smaller teams. But AI is changing that.

Sara broke down how tools like HubSpot, combined with AI content generation and CRM integrations, now make it possible to deliver 1:1 customer experiences without bloated teams or six-figure budgets.

By training AI with your tone, customer data, and brand guidelines, you can produce marketing content, nurture sequences, and campaign collateral that resonates deeply, not just generically.

The Marketing Org Chart is About to Change Forever

Sara dropped a powerful prediction: marketing org charts are going to lean out.

“Instead of hiring 5 specialists, you’ll have 1-2 strategic generalists managing multiple AI systems.”

This democratization of execution puts even more emphasis on leadership, strategic thinking, and, crucially, AI literacy. The marketers who survive and thrive in this new era will be the ones who learn how to lead both people and machines.

The Most Actionable Advice? Start Small.

Sara and Brad both agreed: Don’t try to boil the ocean. Start by recording your sales calls. Use the transcripts to train AI tools and identify key objections, themes, and opportunities. Use those to create better content, prep for calls, and close more deals.

This low-lift tactic links marketing and sales, breaks down departmental silos, and builds immediate momentum.

At Digital Meld, we believe that staying curious and thinking boldly is the best way to lead through change. New SSTB episodes are released every Friday across all major podcast platforms (direct links below), with video available on Spotify and YouTube. Follow and subscribe to empower your AI journey!

Summary

In this episode, Brad Groux and Sara Nay discuss the transformative impact of AI on marketing strategies, emphasizing the importance of a solid foundation in strategy before diving into tactics. They explore the evolving landscape of SEO, the significance of personalization and automation, and the need for businesses to adapt to new marketing models. Sara shares insights on how small businesses can leverage AI tools to enhance their marketing efforts, streamline operations, and improve customer engagement. The conversation highlights the necessity of upskilling teams and fostering a culture of curiosity and learning in the face of rapid technological advancements.

Keywords

AI, marketing, personalization, strategy, automation, SEO, content production, small business, marketing agency, upskilling

Takeaways

  • AI can help small businesses punch above their weight class.

  • Strategy should precede tactics in marketing.

  • SEO is evolving with the rise of AI tools.

  • Personalization at scale is now more accessible to small businesses.

  • The agency model is shifting towards in-house marketing execution.

  • Training AI effectively is crucial for successful marketing outcomes.

  • Content production is a key area for quick wins with AI.

  • Understanding customer journeys is essential for effective marketing.

  • AI can connect marketing and sales departments more effectively.

  • Curiosity and a willingness to learn are vital in the AI era.

Titles

  • Harnessing AI for Small Business Marketing Success

  • The Future of Marketing: AI and Strategy

Sound Bites

  • “You can get quick wins with automation.”

  • “Learn AI to stay relevant in marketing.”

  • “Be curious and willing to learn.”

Resources

Chapters

00:00 Introduction to AI in Marketing

01:22 The Evolution of Duct Tape Marketing

02:49 The Changing Landscape of SEO and AI

08:08 Hyper-Personalization and Automation in Marketing

11:29 Strategy Before Tactics: The Foundation of Marketing

18:03 Breaking the Agency Model: In-House Marketing Revolution

20:39 Upskilling Teams with AI: The Future of Work

31:31 Expanding Web Presence with AI Tools

33:33 Training Strategic Partners in AI

35:00 Overcoming AI Overwhelm for Small Businesses

36:02 Shifting Mindsets: From Execution to Strategy

38:40 Quick Wins in Marketing with AI

39:00 Building Foundations for AI Success

42:49 The Role of Fractional CMOs in Small Businesses

45:16 Measuring Marketing Success and ROI

46:36 Navigating AI Hype and Trends

48:37 Future of Marketing: Strategic Leadership

50:50 Staying Relevant in the AI Era

57:46 The End

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