AMA: Iterable Head of Product Marketing, Gray Hardell on AI and Product Marketing

With the ability to create GPTs my day is all about how I scale my product marketing expertise. Instead of having my teams write a bunch of messaging, then create a bunch of assets, we use that messaging and train agents to help sales create bespoke content that’s on message.

In today’s landscape, you need to think outside what you were taught

I think we can all agree that every tech company is leaning heavy on AI within their messaging, and to a degree they have to - at least right now. I do not believe it will be that way in the next 3-5 years, there will likely be a new term. A lot of the hype words are more about entering the consideration set. I think soon (especially in B2B), it will be assumed there is AI within the offering.

I use a couple models but the key piece is training it to understand your messaging style. I usually train a new model on 15-20 things I’ve written, then I have it try various content types - constantly giving it feedback to be able to fit my style more. Now it should be noted that there are some things you’ll want to write for yourself then have AI help you refine, point out redundancy, etc.

I interview a lot of PMMs. The ones that stand out are genuinely curious because they’ve done their research, they think beyond the surface level answer, and no matter how much experience they have - they know they have more to learn, as we all do.

Now the ones that stand out in the wrong way, are those who don’t answer the question asked or try to spin in an inauthentic way.