Claire Peracchio

AI will evolve the traditional PMM skill set, making soft skills, creativity, and critical thinking even more important, especially as AI automates repetitive work. Here are some skills I think that PMMs will need to develop or adapt:   AI fluency: Understanding AI trends and tools is crucial, and creating great prompts will become a foundational skill as language models gain even more applications. This will require not just abstract knowledge but also actively integrating AI into daily tasks s ...Read More

When it comes to a launch, market research allows you to understand your market opportunity and validate your go-to-market strategy. It helps you answer the most important questions for product marketers:  What problem are we solving? (Customer needs) Who are we solving it for? (Target audience) How do we win? (Competitive positioning) For example, when we were launching a new AI product at Zendesk, our market research combined: Direct customer feedback (e.g. interviews from our beta program) Co ...Read More

Of course, AI is extremely useful for text-heavy tasks, especially tackling the dreaded blank page when you’re just starting out the writing process! Here are some other great ways AI can help: Acting as a detective: Find and synthesize information faster. You can use AI as a turbo-charged search engine for quicker answers and more thorough research. For example, use it for conducting competitive analysis and market research and developing ideal customer profiles (ICPs). Acting as a coach: You c ...Read More

This is a great question that I’m sure a lot of companies are grappling with. I think the path to success here lies in differentiating based on how you safeguard customer data, taking a proactive approach to compliance so your customers don’t face disruptions down the line, and even teaming up with regulatory bodies and industry leaders to innovate on standards for responsible AI. I also think that doing these things will become table stakes for companies selling AI products, particularly those ...Read More

I’d say luckily for us there isn't just one definitive top use case for generative AI in product marketing!  There are of course some high-impact use cases today, both allowing you to do brand new things and to do core PMM tasks much faster and with less effort: Research synthesis: One of the most valuable applications I've found is using AI to analyze and synthesize large volumes of market research, customer feedback, and interview transcripts to identify patterns and insights. Accelerating mes ...Read More

Since we're focusing on market research in this AMA, here are the three skills related to that topic that I believe will be most valuable for PMMs right now: 1. Strategic Collaboration with AI The ability to leverage AI as both an analytical tool and a strategic thought partner is becoming essential. This goes beyond using AI to process data — it's about engaging with AI to challenge assumptions, explore alternative research approaches, and identify insights you might miss.  2. Critical Thinking ...Read More

This is a great question! As PMMs, we're uniquely positioned to drive pricing conversations because we understand both market realities and how customers get value from our products. At Zendesk, for example, I worked on developing a pricing strategy that represented the company’s first foray into pricing generative AI products for customer service. And for the sake of this answer, I’m going to focus on what was more broadly applicable about my experience. PMM's Role in Pricing I've found PMMs ca ...Read More

Right now, a lot of Product teams are scrambling to identify the best places to apply AI, and businesses are eager to turn AI into their next wave of growth. The great news for PMMs is that you’re uniquely positioned to help guide Product and your broader business during this time of change. Here are a few areas to focus on: Understand AI trends and technology: Follow AI news and trends, and learn more from leaders in the space. Become well-versed in key concepts to collaborate effectively with ...Read More

With complex products, buyers need different content at each stage to build confidence and prove value. You can't just share a list of features and expect that to get deals over the finish line. Here are some ways to think about content that keeps the momentum going: Early stage: Focus on education and awareness Customer stories showing measurable outcomes Industry trend insights, ideally tailored to your customer’s segment or vertical Third-party ROI studies or analyst reports to add credibilit ...Read More

AI is going to change market research in some big ways. It will enhance data analysis, allowing PMMs to process vast amounts of information from diverse sources and uncover deeper insights. AI-powered tools will offer continuous, real-time market intelligence and more automated reporting and analytics, so teams can make quicker and more informed decisions. However, one thing I’ve run into in my own market research focused on AI products is that customers still don’t fully understand what AI can ...Read More