How much AI can you actually use as a product marketer?

Quite a bit!

I see AI playing a key role across many points in the launch journey, but you can break it down into 3 simple categories:

1. Develop your story

2. Land it

3. Optimize it 

Let’s take each piece at a time.

1. Develop your story

   1. Know your market  — AI can help synthesize key market insights across a wide range of dimensions:

      1. Desk research on your target personas and segments

      2. Summarize more lengthy secondary research for you (UX research, customer interviews and quant, if you are in the b2b space then analyst reports)

      3. If sales is an important channel, you can use AI to summarize customer calls instead of having to ride-along or get second hand accounts

      4. Competitive intelligence (see other question that I address on this point)

   2. Customer advocacy — Source hero customer stories and testimonials

      1. If your company uses a Revenue AI platform, you can mine conversational data to find winning customer stories and soundbytes rather than hoping a seller will serve it up on a silver platter for you.

   3. Naming — Brainstorm naming options for features and products you’re launching

   4. Messaging — Refine your storytelling with a built-in copy editor

      1. Whether it’s a keynote script, blog post, social copy, website or thought leadership content, AI is a great built-in copy editor

   5. Creative — I haven’t tried this yet, but you could use AI to help generate your key visual assets

   6. Localization — AI can do the heavy lifting for your translations (text and even audio) so you can quickly scale to many markets

2. Land your story

   1. You can use AI to predict which customers to target

   2. You can use AI to tailor your message to your target audience across your channels. There are many AI solutions for account based marketing and paid media more broadly.

   3. If you roll new messaging or product activations out to the sales channel, you can use AI to track whether sales is adopting your messaging (down to the talk track and slides) and the impact on important business results like win rates.

3. Optimize

   1. If your media team is using AI campaigns, it’s important to understand who you end up converting because your targeted audience may not convert as well as another one. I recall an example from my Google Ads days where a shelf stable food company had been targeting doomsday preppers without realizing that sailing and boating enthusiasts were an equally good (yet radically different!) audience for them. Imagine the shift in positioning and marketing based on that campaign insight. AI is able to uncover these unexpected pockets of demand for you.

   2. Contextualize product adoption and NPS trends through customer insights gleaned by AI from various customer interactions. By knowing what your customers are saying and feeling, you can better guide product roadmap, positioning, messaging and go-to-market strategies.