How do you incorporate emerging technologies into your outbound product management strategy?

Identify Customer-Centric Use Cases Early

• Example: Salesforce integrating AI with Einstein
  Salesforce didn’t just introduce AI for the sake of it; it focused on automating sales and customer service processes that mattered most to customers.

• Approach: Outbound PMs must stay close to customers and identify where emerging technologies—like AI, blockchain, or IoT—can solve real pain points. This ensures the messaging focuses on outcomes, not technology for technology’s sake.

• Action: Host regular brainstorming sessions with product, engineering, and customer-facing teams to surface high-impact use cases.

Develop Thought Leadership and Educational Content

• Example: Microsoft Azure and Quantum Computing
  Microsoft positioned itself as a leader in quantum computing not by waiting for full product readiness, but by publishing thought leadership content and engaging with early adopters.

• Approach: Outbound teams must generate webinars, whitepapers, and blogs to establish credibility around emerging tech. This helps customers understand how these technologies will evolve and how your product is leading the way.

• Action: Work closely with subject-matter experts to create accessible yet authoritative content that positions your company as a leader.

Experiment with Limited Pilots or Beta Programs

• Example: Tesla’s Full Self-Driving Beta
  Tesla released a limited version of its autonomous driving software to a subset of users, gathering feedback to improve functionality before a broader launch.

• Approach: Outbound PMs should test new technologies through beta programs with trusted customers. This helps refine the value proposition and collect real-world testimonials to bolster outbound messaging.

• Action: Collaborate with customer success teams to identify early adopters and partners willing to pilot emerging tech solutions.

Evaluate Competitive Differentiation Constantly

• Example: Google Cloud’s AI Differentiation vs. AWS and Azure
  Google Cloud gained traction by differentiating through AI-first services that competitors lacked.

• Approach: Outbound PMs need to monitor competitors’ use of emerging technologies and adjust messaging accordingly. Highlight where your product offers superior solutions or where the technology enables unique capabilities.

• Action: Conduct regular competitive landscape assessments, ensuring the outbound strategy keeps pace with new market entrants and technology shifts.

Integrate New Technology into Go-to-Market Messaging and Enablement

• Example: Adobe’s Integration of AI with Creative Cloud
  Adobe integrated AI (Sensei) into its Creative Cloud platform, but the success of the rollout hinged on clear outbound messaging that explained how AI simplifies workflows for creatives.

• Approach: Outbound teams must align marketing, sales, and product messaging to convey the practical benefits of new technologies. Make sure internal teams understand how to articulate these advancements in customer conversations.

• Action: Provide clear playbooks and messaging frameworks to equip sales teams with compelling stories around emerging technologies.

Monitor and Measure Adoption Closely

• Example: AWS’s Early Monitoring of Serverless Adoption (Lambda)
  AWS introduced serverless computing through Lambda and closely tracked adoption metrics to understand customer needs and evolve messaging.

• Approach: Outbound PMs should monitor adoption rates and gather feedback from early users to inform and refine their messaging and strategy.

• Action: Use product analytics and customer interviews to gather insights on adoption trends and adjust your go-to-market strategy accordingly.