AMA: SurveyMonkey Senior Director, Head of Product & Lifecycle Marketing, Morgan (Molnar) Lehmann on AI and Product Marketing

AI can be a great side kick when you have a creative block. Here are a few ways I use it: Research: To help spark ideas, I use AI to research hot/trending topics our ICP cares about - great for sourcing themes for original research, content, webinars/event sessions, etc. Ideation: When I first start working on a project, I use AI to broaden my thinking / get ideas for how to approach it. E.g. I source fun team ice breakers, ways to structure productive brainstorms, or generate ideas for presenta ...Read More

[Disclaimer: I totally used ChatGPT to help summarize my thinking & provide a relevant example :-P. I do all of the below and it works great!] The Prompt Formula A strong prompt usually has 4 parts: Role / Context → Who the AI assistant should “be” and what perspective it should take. “You are a senior product marketer at a B2B SaaS company…” Goal / Task → The outcome you want. Note for messaging, you'll want to state the audience the message is for + provide any context around that audience ...Read More

I really like this question because things are moving/changing SO fast with AI. I recommend having (at least) 2 separate, yet cross-linked, places where you talk about AI. Ideally on your public website, but also in sales materials. AI benefits & capabilities Audience: This content is meant for users What to focus on: how your AI capabilities will help them do their jobs better/faster; how AI differentiates your product vs others in the market Example: SurveyMonkey AI feature page: https://w ...Read More

I have 2 major thoughts when it comes to standing out & avoiding jargon when crafting AI messaging: Focus on customer benefits. The first recommendation, is to really focus your message around how you're going to make your customers' life easier / help them do their jobs better/faster. AI itself is not the feature. AI simply enables your ability to deliver a better product / customer experience. Customers don't really care if a great capability is powered by advanced logic or internally-buil ...Read More

Here are a few ways I see the PMM role evolving as AI evolves, and how to get ahead of these shifts with the right skills: Deep researchers: PMMs won't be doing 1x per year research studies to understand buyer personas. Research will be an ever-evolving, always-on approach to continuously understanding hot topics, trends, and how their buyer is evolving. Skills to master: AI-enabled research; knowing how to use AI-powerered PMM tech (e.g. our CI lead is leveraging all of the AI research capabili ...Read More

This is really relevant to our PMM team at SurveyMonkey, a mostly digital business heavily influenced by organic search. AI has fundamentally changed the way people search: They are using more tools They are asking more detailed, specific questions And in many cases, searchers are getting everything they need to answer a question right in the search result, without needing to click through to the source websites. Here are 3 things PMM is more heavily focused on, given the rise of AI search: Buil ...Read More