AMA: Okta Dir. GTM Growth Product Marketing, Eila Shargh on AI and Product Marketing

We are in the early stages of using AI to directly increase seller win rates, but we are already successfully leveraging it to drive more prescriptive enablement for our field. Historically, seller awareness and engagement with available resources was low. We faced a constant 'mindshare' challenge. Sellers were inundated with too much information from too many different internal teams, causing high-value resources to get lost in the noise. To solve for this, our team has begun using AI to pool v ...Read More

The fundamental human job of a PMM in an automated world is "judgment". AI can execute market research, competitive analysis, and launch logistics, but it cannot decide what should matter. When the busywork is done, a product marketer's job should be focused entirely on answering foundational strategic questions that drive a business forward: Who is the exact right persona to target? What is the exact problem we are solving? How do we want to position our message? Where should we point our AI ag ...Read More

As a Growth Product Marketing team, we've been experimenting on the below areas to help increase our efficiency and scale impact across the business: Hyper-personalized messaging at scale: AI allows product marketers to instantly adapt core value propositions into unique differentiators tailored to specific verticals and segments. By mapping messaging directly to distinct user pain points, product marketers can deliver relevancy at scale.  Scalable asset creation: Using AI for content creation i ...Read More

There are a few key areas where AI can provide the most immediate benefit to product marketers: Hyper-personalized messaging at scale: AI allows product marketers to instantly adapt core value propositions into unique differentiators tailored to specific verticals and segments. By mapping messaging directly to distinct user pain points, product marketers can deliver relevancy at scale.  Scalable asset creation: Using AI for content creation is quite common already. AI can take a messaging framew ...Read More

When evaluating candidates, I look for AI sophistication and operational application. I want product marketers who view AI as a strategic thought partner and force multiplier to solve complex operational problems, rather than a crutch to outsource their own thinking.During the case study presentation, I stress-test how dependent a candidate is on AI. I do this by drilling into the underlying logic behind their framework - pressing them on why they chose a specific vertical or how they arrived at ...Read More