Role-Based Programme
RB1161

AI for Product Marketing

Market Positioning, Go-to-Market Strategy & Customer Growth

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Duration
8 Hours
Level
Basic
Delivery
Instructor-Led
Format
Workshop

Programme Objectives

  • Understand how AI can support Product Marketing across customer research, positioning, messaging, go-to-market planning, and product launches.
  • Apply AI to analyse customer needs, competitors, market trends, buying criteria, and product opportunities.
  • Use AI to improve buyer personas, value propositions, messaging frameworks, campaign briefs, sales-enablement content, and launch plans.
  • Develop practical skills for competitive positioning, go-to-market strategy, product storytelling, and post-launch performance review.
  • Understand responsible AI use, source validation, copyright, confidentiality, bias, brand consistency, and human judgement in product marketing.

Tools covered

Generative AI AssistantsAI Search & ResearchCustomer Insight AnalysisCompetitor AnalysisProduct PositioningPersona DevelopmentGo-to-Market PlanningMessaging & Content DevelopmentLaunch PlanningPerformance Analysis

Who should attend

  • Product Marketing Managers
  • Senior Product Marketing Managers
  • Product Marketing Executives
  • Product Managers
  • Marketing Managers
  • Go-to-Market Managers
  • Category Managers
  • Growth Marketing Professionals
  • Brand Managers
  • Sales Enablement Professionals
  • Customer Insights Professionals
  • Competitive Intelligence Professionals
  • Business Development Professionals
  • Marketing Team Leads

Prerequisites & Participant Readiness

  • Basic understanding of marketing, products, customers, or go-to-market activities
  • Familiarity with product positioning, campaigns, customer segments, or sales support is helpful
  • Basic communication and digital-tool skills
  • No programming or technical AI knowledge required
  • Prior AI-tool experience is helpful but not mandatory

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to Product Marketing
  • Understanding how AI can support customer research, positioning, messaging, launches, and performance analysis
  • Distinguishing AI assistance from traditional market research, analytics, and marketing automation
  • Understanding AI limitations, hallucinations, bias, and source-quality risks
Practical activities
  • Identifying recurring Product Marketing activities suitable for AI assistance
  • Comparing traditional and AI-assisted approaches to a product-marketing task
  • Mapping AI opportunities across the product-marketing lifecycle

Scenarios

Customer Insight to Product Positioning

Customer Feedback → AI-Assisted Analysis → Buyer Needs → Competitor Comparison → Differentiation → Positioning → Messaging → Sales Enablement

Participants use AI to analyse sample customer and competitor information, identify differentiation opportunities, and build a structured product-positioning and messaging framework.

New Product to Go-to-Market Launch Plan

Product Offering → Target Audience → Value Proposition → Channel Strategy → Launch Messaging → Sales Enablement → Launch Activities → Performance Measures

Participants use AI to create a structured go-to-market plan for a sample product, including positioning, launch communication, sales-support assets, and measurable post-launch review criteria.

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