Trying to figure out how to use AI in the PMM (Product Marketing Manager) role?  We’ve observed that PMMs in our SaaS ABX clients have at least 5 critical use cases of AI in their role.  While the use cases feel relatively consistent in all GTM motions in our experience, a variety of different tools can achieve the desired outcomes for all Marketers.   Let’s walk through each use case and their tools.  (Note: we are doing a class for Pavilion on NotebookLM use case for Sales and Marketing shortly, this analysis is helping us prepare for that):

 

Market Research & Competitive Analysis

Perplexity, ChatGPT, Claude, Gemini, NotebookLM: 

For rapid market research, competitive analysis, and synthesizing large volumes of data. These tools help summarize reports, customer reviews, and competitor moves, and assist with persona and SWOT analysis.  

SearchAtlas, Semrush, Ahrefs, BrightEdge, Conductor: 

For SEO research, keyword analysis, and competitive benchmarking using AI to surface trends and opportunities.

 

Messaging, Positioning, and Content Creation

Jasper, Copy.ai, Claude, ChatGPT, Gemini, NotebookLM: 

For generating first drafts of messaging, positioning statements, product sheets, and campaign assets. Jasper and Copy.ai are tailored for marketing content, while Claude and ChatGPT excel at long-form and creative content.

Grammarly: 

For refining content, ensuring clarity, and maintaining brand voice.

Canva, Midjourney, DALL-E: 

For AI-powered image and creative asset generation.

 

Campaign Planning & Execution

Perplexity Labs, ChatGPT, Gemini: 

For campaign ideation, channel selection, and content calendar generation. Perplexity Labs is especially useful for multi-step campaign planning.

HubSpot, Salesforce (Einstein): 

For automating campaign workflows, A/B testing, and optimization.

 

Product Launches & Go-to-Market (GTM) Strategy

Custom GPTs (ChatGPT), Claude, Gemini: 

For building prompt libraries, simulating launch scenarios, and generating tailored sales collateral and battlecards.

6sense, Demandbase: 

For intent data and account-based marketing (ABM) orchestration.

 

Customer Insights & Feedback Loops

ChatGPT, Claude, Perplexity, NotebookLM:

For analyzing customer reviews, support tickets, and survey data to surface trends and pain points.

Gong, Chorus, NotebookLM:

For AI-powered analysis of sales calls and customer conversations.

 

Many teams use a combination of these tools, such as Perplexity for research, Jasper for content, and HubSpot for campaign execution. We have also found NotebookLM tremendously versatile tool in comparing and contrasting data (customer calls, gaps in positioning, gaps in messaging).  

The space is evolving rapidly, so it’s best to pilot new tools, measure impact, and scale what works.