The audio and video are in Spanish. These notes are a translation.
1:00 - Marcos’s Origins in Technology and Marketing
From his childhood in Venezuela, Marcos was interested in technology and engineering, but it was his encounter with the startup world that shifted his path toward marketing.
- What impact did his engineering training have on his career in growth marketing?
- How did he discover the startup ecosystem, and what took him to Silicon Valley?
- What role did books like those by Tim Ferriss play in his career change?
5:00 - The Creation and Growth of Graphite
Graphite started with few resources but big results with clients such as MasterClass, Ticketmaster, and Robinhood.
- What set them apart from the start compared with other marketing agencies?
- How did they achieve results without having a sales team?
- What role did their first clients play in generating traction?
10:00 - The New Marketing Ecosystem with AI
Marcos analyzes how AI is transforming SEO and search behavior.
- What does it mean that Google is losing relevance to answer engines such as ChatGPT or Perplexity?
- What changes in the way users search?
- What is the new role of content in this environment?
17:00 - Answer Engine Optimization
A new discipline is emerging for ranking inside answer engines.
- How should brands think about their presence in these language models?
- What is the difference between being in the results and being part of the answer?
- How do you optimize for these new channels?
23:00 - High-Impact Content Strategies
Graphite’s approach prioritizes unique, differentiated content over volume.
- Why does the mass content approach no longer work?
- What is “information gain” and how does it influence visibility?
- How do you connect a brand’s value proposition with its content?
29:00 - Changes in Formats and Channels
From text to voice, from classic SEO to conversational experiences.
- How do voice searches affect ranking?
- What does it mean that models run multiple queries before answering?
- How do you adapt to searches that are increasingly personalized?
36:00 - The Principles that Still Hold (and Those that Do Not)
A reflection on which marketing fundamentals are still valid in this new era.
- What are the immutable laws of marketing that still apply?
- How does the logic of volume vs. quality in content change?
- What risks does over-automation without strategy bring?
43:00 - Vertical AI and the Future of Agencies
Graphite is evolving toward an agency-product model leveraged by AI.
- Which tasks should be automated and which will stay in human hands?
- How do they plan to increase the team’s productivity with AI?
- What does it mean to be a Vertical AI company?
49:00 - Building a Team in an Environment with AI
Marcos shares his view of the new marketing profiles.
- What should a startup’s first marketing team look like today?
- What technical and creative skills are needed?
- What place do traditional business profiles have in this new stage?
Episode Mentions
You can find Marcos on LinkedIn Discover More from the Startupeable Podcast
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Follow Enzo Cavalie on X: @enzocavalie.