For this episode we sat down with Heather Murray, Director at Beesting Digital - a UK digital marketing agency building future-focused strategy and content for national and global brands
Heather runs ChatGPT open all day, every day - and she is blunt about what that means for the people who aren't. Her view: AI augments talent, it doesn't manufacture it, and the operators coasting along are about to get shown up
We talked B2B marketing, the real tech stack behind her agency, and why learning AI right now is costing her time rather than saving it
Key takeaways:
Treat marketing as trial and error first - double down only on what proves out, and tie every activity back to your overarching goals
Own your audience - don't put all your eggs in one social media basket when owning the information is the durable play
Use AI past content - Heather runs ChatGPT for business strategy, idea generation, and fresh perspective, not just copy
Start now but don't panic - it's still early, AI augments talent rather than replacing it, and the coasters are the ones at risk
🔗 Connect with Heather
First, who is Heather Murray - and give us a fun fact
Heather Murray is Director at Beesting Digital, a UK agency she describes this way: "a digital marketing agency based in the UK - we specialise in future-focused strategy and content for big national and global businesses." The fun fact? "I've done 38 escape rooms (so far)."
What are the key lessons from your marketing career
Murray earned a marketing degree that aged out fast. "I have a degree in Marketing, but it was redundant almost as soon as I graduated; everything moves quickly," she says. Her three lessons: treat everything as trial and error and double down on what works, don't put all your eggs in one social media basket because owning the information is better, and tie everything back to your overarching goals.
ChatGPT is so much more impressive than people realise. It always sits open, helping me with almost every task, from business strategy to writing my new book.
What is Beesting, and is this your first startup
It's her first business, three years in - and it has shifted shape. "We started as a copywriting business but swung away into much more of the strategic side: analysing data, building funnels, proving ROI, and generating high ticket leads," Murray says. "That, for me, is much more exciting than the content creation itself."
What's your tech stack, and where does AI slip into the work
ChatGPT sits open all day and does far more than draft copy. "ChatGPT is so much more impressive than people realise," Murray says. "It always sits open, helping me with almost every task, from business strategy to writing my new book." Around it she runs Humantic to read the personalities of high-value prospects and Regie for outreach - but ChatGPT is the one she reaches for every day.
I also believe it augments existing talent; it doesn't create it - so those hoping to replace team members with AI will be sorely disappointed.
Has AI actually improved your productivity and work-life balance
Not yet - and she's honest about why. "At the moment, I'm investing so much time into learning as much as I can about AI; it's not saving me time; it's adding to it," Murray says. It has bled into her personal life too - it's all she talks about, even though most of her friends have never opened ChatGPT. On tools that do buy back time, she points to Sybill, which records her meetings and returns a transcript, pain points, and even body-language analysis from sales calls.
How will AI transform B2B - and are newcomers too late
Murray doesn't soften it. "Those not investing time in mastering it now will be left behind," she says. "It couldn't be any more transformative." But she draws a hard line on what AI is for: "I also believe it augments existing talent; it doesn't create it - so those hoping to replace team members with AI will be sorely disappointed." For anyone just starting, she says it's still early days, get into a course or community, and don't panic - by her count only 54% of people have even dabbled with ChatGPT.
Last one - the song, the movie, and the quote that fire you up
The song is YMCA - "Sometimes, you need a bit of silliness for a bit of balance," she says, on the founder days that grind. The movie is Amelie, for Yann Tiersen's score. And the quote she lives by is Einstein: "Great spirits have always encountered violent opposition from mediocre minds."
AI Central Voices is where the AI Central team sits down with the founders, executives, and builders shaping AI - going behind the scenes of how they operate, what they're betting on, and where the industry goes next.
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