Kirti Sharma (Adobe) on Original Content AI Can’t Copy — and Buyers Remember

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Aug 5, 2025

Kirti Sharma, Director of Product Marketing at Adobe Learning Manager and Captivate, dives into the powerful interplay of SEO and thought leadership. She highlights how AI tools like Copilot and Firefly can streamline content creation while maintaining a human touch. Kirti emphasizes the importance of understanding softer signals like brand mentions and influencer feedback over traditional metrics. By integrating original research and aligning content with business goals, she demonstrates how to create memorable content that drives real revenue.

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ANECDOTE

Overcoming Language Barriers in India

Kirti built a large content marketing team in India despite skepticism about linguistic nuances.
She overcame challenges by training rigorously and using AI tools to improve language quality.

INSIGHT

Value of Original Research

Original research is vital for unique insights that AI cannot replicate.
A 2,000-person survey revealed learners' perspectives, sparking meaningful L&D conversations and informing product features.

ADVICE

Customize Content by Industry

Tailor content language and topics to match the technological comfort of different industries.
Use AI tools to validate if content resonates with specific audience segments before publishing.

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Kirti Sharma runs marketing for Adobe Learning Manager and Captivate. She starts every plan with product marketing insights, treating them like a sixth sense. A 2,000-person survey feeds reports, keynotes, and posts that AI tools cannot copy, while channels follow, not lead.

Her two-tier workflow lets Copilot and Firefly draft low-risk pieces and keeps thought leadership human. Kirti also flips the scoreboard. Keyword ranks matter, but she now tracks softer signals such as brand mentions in LLMs, event buzz, and influencer shout-outs. Those cues prove that her message sticks long before a deal closes. Hear how this mix of research, AI, and sharp positioning drives real revenue.

👤 About Our Guest: Kirti Sharma

Kirti Sharma is the Director of Product Marketing at Adobe Learning Manager and Captivate. She steers product, demand, and content marketing for a 250-person unit at Adobe. Before Adobe, she helped Whatfix win early SEO gains with a tight content plan and later led a 25-person content and design crew at Sprinklr.

Kirti blends SEO with thought leadership instead of treating them as separate jobs. Every piece of content maps to clear business goals like product adoption and customer retention. Her hands-on work with AI, modular assets, and team workflows shows how big companies can scale content without losing relevance or results.

📻 About This Season of the Animalz Podcast: Enterprise Content Marketing

This season on the Animalz Podcast, we’re pulling back the corporate curtain to show you how the largest, most complex B2B SaaS teams actually get content out the door. Our mission: demystify these hidden machines and reveal what it really takes to run content at scale.

Hear from content leaders of some of the biggest names in SaaS sharing the systems they've built, the battles they've fought, and the lessons they've learned along the way.

⏳ Timestamps

00:00 – Intro: Why enterprise content engines confuse marketers
03:45 – Kirti's path: Building teams from Whatfix to Adobe
07:18 – Early lessons from Freshworks and Rand Fishkin
10:05 – Scaling global ops at Sprinklr: Structure and politics
13:07 – Adobe playbook: Positioning, research, modular content
17:25 – Category SEO: Outranking WalkMe and Appcues
20:02 – Quote: “Product marketing insights can be your sixth sense”
25:52 – Match content to each industry's digital maturity
26:47 – How early SEO still fuels Whatfix demand
29:05 – New metrics: LLM mentions, event buzz, influencer talk
34:25 – Content barbell: Entertainment top, insights bottom
36:03 – Brand bets: Why long plays get cut
40:01 – AI as leveler: Raising bar for veterans
41:40 – Tiered workflow: Copilot vs. human-led content
44:06 – Quote: “If learning is for everyone, it’s for no one”
46:45 – Where to follow Kirti

🌐 Mentioned Links & Resources

Adobe Learning Manager (13:07): The enterprise learning management system that Kirti markets, central to Adobe’s B2B training platform strategy.
Adobe Captivate (17:50): Content-creation tool paired with Learning Manager, enabling the development of interactive learning experiences.
Whatfix (13:07): Digital adoption platform where Kirti was the first Product Marketer and Head of Content. Discussed as a case study in early-stage SEO and category creation.
Sprinklr (10:05): US-listed social-listening SaaS where Kirti built a 25-person India-based content organization focused on global content operations.
Freshworks (07:18): Indian SaaS unicorn where Kirti previously worked in marketing, providing early exposure to enterprise content marketing.
WalkMe (17:25): Incumbent digital adoption vendor mentioned for category context and competitive landscape insights.
Microsoft Copilot (11:48): Generative-AI tool used for first-draft writing and research in enterprise content workflows.
Adobe Firefly (41:54): Generative-image tool used by the team for creative prototypes and visual content experimentation.
Rand Fishkin (07:18): Industry thought leader whom Kirti follows closely on LinkedIn for insights on content, SEO, and marketing trends.
Outlive: The Science and Art of Longevity (07:22): Non-business book currently influencing Kirti’s thinking on longevity and “health-span.”
G2 & Software Advice (29:15): Review sites that Kirti monitors to gather brand perception signals and customer feedback.
Scrunch (38:52): AI search-visibility tool Ty recommends for tracking Answer Engine Optimization (AEO) placement.
peak.ai (39:25): Another tool mentioned for monitoring LLM (large language model) visibility and AI-driven search performance.
Gartner (12:19): Analyst firm whose relations team remained US-based while Kirti ran Sprinklr’s India content organization.

Connect with Kirti Sharma to follow her enterprise content insights and leadership at Adobe.

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