Artificial intelligence is transforming product marketing. Today’s PMMs are tasked with many different jobs to be done, from content creation to market research, messaging and positioning to campaign management.
By leveraging generative AI and syncing it to company data, product marketers can streamline aspects of their work, and broaden their knowledge, making it easier and faster to get from A to B.
Here are some practical ways to incorporate AI into product marketing workflows, and how we do it at Miro:
Content creation and optimization
AI tools can help generate content ideas, draft blog posts, and optimize them for SEO, as well as pull relevant research from the web for insight-heavy content.
This saves time and ensures your content is always relevant, engaging, and aligned to your business voice and tone. AI models trained on effective product descriptions can craft unique, engaging content for each product, ensuring consistency and personalization.
At Miro, we use tools like Glean to help create outlines for content, getting us going at a faster rate. First, we hop into a Miro board with our team, adding stickies and comments around content ideas and points to be made.
We use Miro AI to summarize boards and convert sticky notes from a workshop into a doc on the board. From there, we use custom AI agents that read data from specific Miro boards and docs that highlight relevant messaging and positioning, product descriptions, persona information—you name it.
Once our model has the information it needs, we prompt it to help us write content for blog posts, landing pages, and reports. Here’s an example of a prompt that has served us well:
You are a content writer at Miro, creating blog posts for our audience. You focus on the Manager or Director level marketing, product, and IT leader [or fill in what makes sense for you] at companies across [industry—fill in the blank]. Summarize this board [link].Based on this board, write a blog post of approximately 1,000 words about how Miro provides value for this persona. Pull information from [these blog posts, landing pages, Gong calls, etc].
From here, we ask AI to improve and iterate based on our feedback.
Market research and analysis
AI can analyze vast amounts of data to identify market trends, customer preferences, and competitive insights.
This allows product marketers to find all of the customer insights they need without digging through many documents or different platforms, allowing for quicker data-driven decision making.
At Miro, we use Gong AI to help us uncover insights from sales calls. We’re able to quickly search for calls where our teams and customers discuss specific use cases, identifying pain points, and seeing how customers respond to new messaging and positioning.
We can easily find out insights about specific features or integrations, see which tools customers are using, informing product and partnership opportunities. From there, we take that data to a Miro board, where we can inform our product planning next steps.
Launch plans
AI is fantastic at making launch plans, creating checklists and channel plans so you don’t miss a thing for your next product launch. Using tools like ChatGPT and GleanAI, or the many other AI tools on the market, PMMs can create tactical launch plans that include competitor analysis of previous launches, A/B testing options for copy and images, and even optimal launch timing based on market trends.
At Miro, we use MiroAI to summarize the many launch ideas our product marketing teams have, and the Product Marketing Alliance Sidekick to source feedback on our plan and make sure we’ve covered all of our bases.
Product planning
AI can help summarize research and set teams up for the best follow up action items. It can help product marketers understand the personas and jobs to be done for the products we’re hoping to validate.
At Miro, we use Glean AI to help us summarize boards with existing research, find user personas and create persona cards, assess potential areas of opportunity, and the potential impact of work on those opportunities. It highlights pain points, key insights, and potential blockers. From there, we take those insights and go over them manually to help us outline the next steps of our product plans.
Building AI into the Miro product
As product marketers, we know how efficient and supportive AI can be for product, engineering, marketing, and even design teams. That’s why our canvas is designed to integrate AI seamlessly into your workflows. Here are some specific use cases:
Create with AI
Miro’s Intelligent Canvas draws upon AI to help product marketers create. Use content on your board as context to create visuals to tell stories, customer interview summaries, or outline your messaging and positioning from a specific persona from your customer interviews. Miro AI transforms creative chaos into organized content.
AI shortcuts
We’ve made our templates even smarter, adding in AI shortcuts with a single click. Miro Intelligent Templates run powerful automations to enhance your workflow. For Product marketeers the Insight Synthesis template is particularly powerful, after you’re done grouping your customer interview notes into major themes you can synthesize the insights into a document with one click!
AI sidekicks
The Product Marketing Alliance Sidekick draws upon PMA’s network of thousands of expert PMMs. The PMA Sidekick acts as a real time collaborator on the canvas, providing expert feedback on strategy presentations, ideas, and proposals, helping you refine and improve your outcomes.
AI clustering
Sifting through endless amounts of customer feedback, feature requests or product reviews? Use Miro AI to cluster sticky notes by sentiment or topic to get a jump start on grouping large amounts of feedback. Then you can focus on understanding where you need to focus your analysis.
Get started with AI
The integration of AI into product marketing workflows offers numerous benefits, from automating content creation and enhancing customer research to personalizing marketing messages and streamlining workflow management.
By leveraging AI, product marketing teams can work more efficiently, create more personalized and engaging content, and ultimately drive better business outcomes. As AI technology continues to evolve, its potential to transform product marketing will only grow, making it an indispensable tool for product marketers aiming to stay ahead of the competition.
Get started with Miro AI and the Product Marketing Alliance AI Sidekick, and let us know what your favorite use cases are!
