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5 Ways to Use AI for Product Marketing (From a PMM)

Product marketers are notoriously underwater with loads of tasks and expectations to meet.

But now, with AI, companies like MRI Software are making launches 50% more efficient by scaling their product marketing abilities.

Recent evidence shows that AI can boost productivity by up to 40%.

You’ve probably already experimented with finding ways ChatGPT can help you speed up tedious tasks, like copywriting (but were disappointed with the results).

We’re going to show you 5 advanced use cases for using AI in your product marketing role so you can meet deadlines, scale your abilities, and make more revenue-aligned decisions.

PLUS, we’ll show you how to use free tools from Ignition – the only product management software that can handle all the different parts of product marketing. Sign up for a free account to follow along.

Feel free to skip to the section you’re most interested in:

Use case #1: Keep your competitor research from perpetually going out-of-date

The modern equivalent of Sisphysus rolling his boulder up the hill? A product marketer trying to keep up with their competitive intel manually.

Trying to keep up with competitive intel

It takes hours to snoop on all your competitors’ basic company info in the first place. Then, you’ve also got to:

  1. Stay up to date with messaging, feature, and pricing updates
  2. Keep an eye on customer reviews
  3. Regularly stalk social media accounts for additional insights 

And so much more.

(That’s not a lot of fun to add to an already overflowing plate.)

The worst part is that all that valuable intel you dig up often goes completely outdated within only a few months. Which means your reps will be unprepared for competitive deals because your intel is unusable. 

And to top it all off? The doc you use for all your research isn’t always easily usable or accessible by your sales team. 

This makes all your effort virtually useless in action AND sets a bad impression of you despite all the work you put in.

So what’s a product marketing manager to do? 

Use AI to monitor, update, and summarize competitor intel automatically

Why waste time manually keeping up with competitor trends? 

AI-powered competitive intelligence tools like Ignition help automate the brunt of your competitive research (so you can focus on the more strategic details).

For example, you can:

  • Instantly generate sales battlecards with critical data like revenue, talking points, recent news, customer reviews, and SEO data. 
  • Automatically monitor your competitors’ latest moves while updating you and your battlecards.
  • Summarize key takeaways from each competitor that you can use to inform your strategy.

Bonus: In Ignition, your competitive cards sync with your CRM, making them easily accessible to your sales team and actionable in real time.

While standalone competitive intel platforms do exist, they’re generally much more expensive. Ignition is about 1/10th of the cost and is made specifically for product management and marketing.

Use case #2: Get valuable insights from all of your customer data (without spending hours sifting through it)

While valuable customer feedback can be a gold mine for your product, it’s also something that 60% of marketers end up sitting on.

Why? There’s just too much information out there to parse through, aggregate, and summarize.

The problem is that for most PMs and PMMS, there isn’t a scalable process for continuously analyzing customer data. 

With so many other things to do, it can be difficult to find the time to gather all your sources, read support tickets, listen to recorded sales calls, and more…

When you’re a time-poor product marketer, these tasks often get pushed aside, leading to your company becoming out of touch with customers. 

But here’s the good news:

AI customer research takes care of the heavy lifting for you

You can scale your customer research abilities with AI – and get a competitive advantage.

With an AI customer research tool like Ignition, you can automatically:

  • Gather all of your customer data from your CRM, support tickets, and conversational intel tools in one place.
  • Summarize customer data to identify themes so you can make better decisions for your product roadmaps and marketing
  • Uncover key drivers into win-loss reasons (when you connect Ignition to your CRM)

Use case #3: Spread the word to customers about new product updates

Features are constantly being updated – sometimes even weekly. But all the brilliant (and costly) work that your engineers do will go to waste if your customers don’t know those new features exist.

You might handle release notes by writing marketing blurbs and then emailing or Slack-ing updates to your team. But it’s easy to fall behind. 

And when this happens, you risk losing out on user adoption and engagement.

But thankfully, there’s a better process for this…

Schedule automatic release comms for every new feature

With Ignition’s free Release Notes Generator, you can quickly write release notes for new features in seconds. 

But that’s only the beginning. 

By connecting your roadmap in Ignition, you can:

  • Convert each roadmap item into a set of external release notes
  • Schedule automatic email, Slack, or Teams updates to individuals or teams for internal comms
  • Use templatized emails to easily share essential information (like status, strategy, or assets).

With all the time you save, you’ll finally be able to focus on the important stuff. Like trying to...

Use case #4: Figure out what top users really want – so you can prioritize what to build next

Every product marketer worth their salt knows how vital user feedback is. 

But what’s hard to remember when you’re drowning under a massive task list is this:

Not all feedback is created equal. 

When analyzing feedback, it’s crucial to tie product requests to revenue. Is it your target customer who’s requesting that big new feature update? Or a client that doesn’t make up a large share of your revenue or fit your ICP?

Depending on the answer, you want to ensure that your building aligns with your long-term roadmap vision. 

(I like to call this Revenue-Based Roadmapping.)

But here’s the catch. 

While collecting qualitative feedback is hard enough, combing through your CRM and opening every opportunity for each customer record takes hours – not to mention the input you’ll have to collect from your stakeholders.

Instead, try this:

Automate your customer feedback analysis (and build roadmaps that drive revenue)

Want to create more customer-centric roadmaps

Use AI to analyze user insights at scale by surfacing key themes from:

  • Live customer conversations
  • Common feature requests 
  • Areas for improvement
  • Overall sentiment analysis

You can also use Ignition’s public feature voting boards to efficiently collect and prioritize product ideas using actual customer feedback.

Ignition Product Feedback

Ignition identifies product ideas that are tied to opportunities in your CRM, so you know which will impact revenue.

This offers you a clear view of potential business impact, user needs, and internal value for every roadmap item, allowing you to easily align your building with revenue opportunities.

Use case #5: Get your launch copy sorted (even with tight deadlines)

Launches get more chaotic with all of the content and collateral that needs to be created.

But trying to manually write ALL of the copy required pre-launch, with the turnaround times we generally get? It's an absolute nightmare. 

Couple that with the fact that there can often be a lot of:

  • Back-and-forth approval processes
  • Disconnected software and systems
  • Chaotic data reshuffling

…and most people these days won’t even try to do it alone. 

But here, of course, we run into another problem.

Generic AI content tools that don’t even write based on your company and customer data.

Because let’s face it. ChatGPT sucks at copywriting on its own. 

And your launch copy deserves to go beyond weak claims of “revolutionizing” somebody’s life.  

Even if you’re one of GPT’s best users and write paragraphs for each prompt, you still might not always get the best results. 

And the whole process of trying to get a semi-decent response can often take even more time than it would have manually.

Use AI trained by your own data (and large language models built for copywriting) 

Why waste time trying to train AI to write for you – when it can be done automatically?

Ignition powers its AI with your own customer data, messaging, brand, and personas. In other words, Ignition’s AI copywriting tools are personalized for your company.

Ignition uses different Large Language Models (LLMs) depending on your use case that are much better at copywriting than ChatGPT. So you can easily generate marketing assets for every channel.

Then, once your content is created, you can store it in an easy-to-manage asset library that’s accessible for stakeholders so you can (finally) streamline your approval process.

Finally, stay on top of your long list of tasks

Experimenting with a bunch of AI tools to figure out the best fit for your business is always a good idea. But for product marketing, adding more tools and software can lead you down a slippery slope of:

  • Compiling a jumble of expensive tools that don’t integrate well together
  • Which leads to misalignment between sales, marketing, and product teams
  • Just because you’re making do with software that wasn’t made for product marketing

Ignition is the first platform built specifically for product, product marketing, and GTM teams to research, build, launch, and enable sales & marketing – all with the help of AI. 

It’s helped hundreds of teams use a unified source of truth to automate processes, gain critical real-time insights, spread the word, and ultimately launch with confidence.

Are you a product manager or marketer who’s drowning in tactical tasks?

Get started today by signing up for a free Ignition account.