Sharebird
Sign Up / Sign In
Gray Hardell

AMA: Iterable Head of Product Marketing, Gray Hardell on Product Marketing Tools

December 17, 2025 @ 10:00AM PT

View AMA Answers

  1. What is the best on-demand demo tool for PMMs to use for marketing and sales enablement materials?

    I'm evaluating new tools for an on-demand demo builder for use in marketing and sales enablement. There are tons of tools out there that seem easy to use (e.g. operate using a chrome extension). I'd love advice or recommendations on particular tools you've used successfully (or watch out signs as I'm evaluating options)

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 6mo

    My go-to tools for platform tours/sales enablement are Tourial for more demand-gen focused tools, and then I had a great experience with Saleo for more live demoing. Overall, a lot of these products are similar. My biggest piece of advice when looking is to not just look at tour/demo creation, but also maintenance. If you have a product team that ships a lot or is in the middle of a UX/UI renovation, everything you build will have to get updated a lot, which is a huge time suck.

    443 Views
    3 requests

  2. How do you combine intent data, ABM, and review platforms to refine ICP, segmentation, and messaging?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 6mo

    Here's the answer that no one wants to hear: it's a lot of manual data pulls, parsing through bad CRM data, and being exponentially curious and unbiased in your analysis. Of course, we'd all like to say we have a magical dashboard that brings it all together, but I've never found that to be the case. If you want to be an exceptional product marketer, you have to want to get the right answer, not be right - and there is a difference. When conducting ICP/messaging research, you have to look at all ...Read More

    401 Views
    3 requests

  3. How do you budget for PMM tools, reduce redundancy across GTM teams, and approach vendor negotiations?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 6mo

    If they already have something that solves 80% of what you need, you should try to make it work - even if it's not perfect.

    In vendor negotiations, I've found the more transparent you are with them, the more likely they are to get a deal done. No one wants to race to the lowest price, but they want to know if they put something in front of their leadership team, that it's not a waste of time.

    434 Views
    1 request

  4. What AI-assisted tools are you using (writing, slide creation, synthesis), and how do you enforce brand and compliance guardrails?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 6mo

    The best AI tools I have used are those I built custom GPTs, Claude artifacts, or gems. I have experimented with many of the AI tools out there, but most still leave me wanting. You can build a lot in custom GPTs if you get good at instruction writing.

    The best AI slide tool, in my opinion, is Beautiful.ai or Canva, but it won't give you the narrative you crave; however, it can make sure it's pretty.

    399 Views
    4 requests

  5. How do you run messaging and positioning tests (A/B, concept, copy testing) and connect results to pipeline or conversion metrics?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 6mo

    The two best tools I've used are Wynter & SurveyMonkey. Wynter has fast results (typically 12-48 hrs), but it can be expensive, whereas SurveyMonkey is fast, easy to use, and super flexible. Using the testing data, we use that to further a/b test in our display ads, landing pages, and sales materials to find the patterns to ROI.

    386 Views
    4 requests

  6. What is your win/loss analysis workflow and toolchain, and how do you close the loop with product and sales?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 6mo

    I have used Klue, Clozd, and Crayon - all have their strong suits. Clozd is the best for win/loss (if you have the right consultant - this is huge when selecting a win/loss vendor.) There are two ways my teams infuse this data back into the teams: Executive Stakeholders Briefings & Field Scale through AI. For the exec side of things, they are informed through a regular cadence of competitive comms, which is driven by earnings calls, key events, analyst reports, and win/loss. This is also del ...Read More

    394 Views
    2 requests