#267 Product Marketing | Matt is joined by Jennifer Cannizzaro, VP of Product Marketing at Responsive and former marketing leader at Whoop and DocuSign. Jennifer brings deep experience in building strategic, insight-driven marketing teams at high-growth B2B companies and she’s at the forefront of using AI to scale smarter, not just faster.
Matt and Jennifer cover:
- How product marketing can become a company-wide growth lever through tighter GTM alignment, strategic planning, and better customer intel
- Practical ways her team is using AI to reduce content workload, cut freelancer spend, and increase speed-to-market
- How to coach marketers to use AI responsibly, and why curiosity and judgment matter more than ever
It’s a tactical, behind-the-scenes look at what high-impact product marketing really looks like in 2025, including strategy, systems, and AI.
Timestamps
- (00:00) - – Intro
- (02:51) - – What product marketing owns today
- (06:38) - – Launch and learn vs launch and leave
- (07:48) - – How PMM drives company strategy
- (11:13) - – Aligning teams around growth levers
- (14:48) - – Gathering customer and market intel
- (18:53) - – Quick, AI-powered research tactics
- (20:33) - – Sharing insights across the org
- (24:33) - – Real examples of AI in use
- (27:53) - – Eliminating freelancer spend with AI
- (29:33) - – What to feed AI to get results
- (32:23) - – Coaching teams to use AI well
- (35:53) - – Weekly AI spotlights and team habits
- (38:08) - – Building a team-wide AI culture
- (41:38) - – Setting realistic AI expectations
- (45:23) - – Example prompts and experiments
- (47:40) - – The role of community and mentorship
- (53:53) - – Final thoughts and wrap-up
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt)