Role-Based Programme
RB1163

AI for Product Marketing

Advanced Market Intelligence, Go-to-Market Strategy & Product Growth

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across market research, customer insight, positioning, messaging, go-to-market planning, launches, and product growth.
  • Use AI-assisted research to understand market dynamics, customer needs, competitor strategies, category trends, and emerging product opportunities.
  • Apply AI to build buyer personas, positioning frameworks, messaging architectures, launch strategies, content plans, and sales enablement assets.
  • Use AI-assisted analytics to measure product adoption, campaign performance, customer response, competitive movement, and go-to-market effectiveness.
  • Build responsible AI-enabled Product Marketing workflows with strong validation, brand consistency, data privacy, governance, and human oversight.

Tools covered

Generative AI AssistantsAI Search & Deep ResearchMarket IntelligenceCustomer ResearchCompetitor AnalysisPersona DevelopmentPositioning & MessagingProduct Launch PlanningGo-to-Market StrategyContent IntelligenceCampaign AnalysisSales EnablementPerformance AnalyticsWorkflow AutomationAI Agents

Who should attend

  • Product Marketing Managers
  • Senior Product Marketing Managers
  • Product Marketers
  • Go-to-Market Managers
  • Marketing Managers
  • Product Managers
  • Category Marketing Professionals
  • Growth Marketing Professionals
  • Market Intelligence Professionals
  • Customer Marketing Professionals
  • Launch Managers
  • Sales Enablement Professionals
  • Content & Campaign Professionals
  • Business Development Professionals
  • Marketing Leaders Responsible for Product Growth

Prerequisites & Participant Readiness

  • Experience in product marketing, marketing, product management, growth, sales enablement, or market research
  • Familiarity with product positioning, customer segments, launches, campaigns, and go-to-market activities
  • Basic awareness of Generative AI and common business applications
  • Comfort working with market, customer, product, competitor, and performance information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, AI search, automation, and AI agents
  • Exploring AI applications across market intelligence, positioning, launches, content, and growth
  • Distinguishing AI-assisted Product Marketing from traditional marketing automation
  • Understanding hallucinations, outdated information, copyright, confidentiality, and human accountability
Practical activities
  • Mapping AI opportunities across the Product Marketing lifecycle
  • Identifying activities suitable for augmentation, automation, or continued human ownership
  • Creating an AI opportunity map for Product Marketing teams

Scenarios

New Product to Go-to-Market Launch Strategy

Market Research → Customer Needs → Segmentation → Competitor Analysis → Positioning → Messaging → GTM Plan → Launch → Sales Enablement → KPIs

Participants use AI to take a new product from market understanding through customer segmentation, positioning, messaging, go-to-market planning, launch execution, and performance measurement.

Underperforming Product to Growth & Repositioning Plan

Product Performance → Customer Feedback → Adoption Gaps → Competitive Changes → Positioning Review → Messaging Refresh → GTM Optimisation → Growth Actions

Participants use AI to diagnose an underperforming product, identify customer and market gaps, reassess positioning, optimise go-to-market execution, and create a measurable product-growth plan.

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