Prioritizing AI use cases: product vs. feature

In this episode of OnBase, host Chris Moody sits down with Madhup Mishra to explore how AI is collapsing traditional go-to-market funnels and reshaping product marketing as we know it. From redefining buyer journeys to measuring real engagement, Madhup offers a candid, strategic look at what it takes to win in an AI-driven world.

He shares his philosophy of “clarity through confusion,” explains how product marketing has evolved from storytelling to enablement, and offers insights into building trust and advocacy with increasingly skeptical, data-driven buyers.

Listeners will come away with a modern blueprint for product launches, buyer enablement, and authentic community building, all while balancing automation with the human touch.

Key Takeaways

• AI is Collapsing the Funnel:
   Traditional marketing funnels are giving way to nonlinear, AI-powered buyer journeys, where time-to-value and hands-on validation matter more than nurture sequences.
• Product-Led Growth is Accelerating:
   Buyers expect to experience value immediately—the product must now tell its own story, not just the sales team.
• From Persuasion to Enablement:
   Marketers must help buyers make confident decisions, not just convince them with clever messaging.
• Advocacy is the New SEO:
   Developers and customers who share their experiences online are now fueling AI search recommendations. Building authentic advocacy impacts discoverability and trust.
• Measure Engagement, Not Just Activity:
   Pipeline matters, but depth of engagement—expansion, demos, and authentic community chatter—is the real measure of success.
• AI Must Be Purposeful:
   Don’t launch “AI for AI’s sake.” The best AI products solve real, high-friction problems and integrate naturally into customer workflows.

Quotes

“Advocacy isn’t optional anymore. If your community isn’t talking about you, AI search engines will recommend your competitors instead.”

Tech recommendations

• Gong – For sales insights and understanding customer conversations.
• Amplitude – For in-product analytics and mapping the customer journey.

Resource Recommendations

Books:

• Obviously Awesome by April Dunford – A masterclass in product positioning.

Shout-Outs

• Simon Sinek, Author and Inspirational speaker on business leadership for inspiring purpose-first leadership.
  
• April Dunford, Positioning Consultant, Speaker, and Author for redefining how companies position their products.
  
• Ethan Mollick, Associate Professor at The Wharton School for his thought leadership on AI and business innovation.

About the Guest

Madhup leads Product Marketing for SmartBear, creating product and solutions messaging, positioning, and sales enablement, and launching new products. He deeply understands SmartBear’s core developer and development team audience and can strategically communicate the impact of its products throughout the software development lifecycle. With over two decades of technology experience in companies like Hitachi Vantara, Volt Active Data, HPE SimpliVity, Dell, and Dell-EMC, Madhup has held a variety of roles in product management, sales engineering, and product marketing. Madhup lives in Central Massachusetts with his lovely wife, their son, and their dog. In his free time, he loves to travel, bike, and run.

Connect with Madhup.