AI-Powered Product Marketing

Welcome to season two of Future-Proofed, where we're shaking things up and welcoming a new co-host: Ryane Bohm, the Product Marketing Manager at Copy.ai. In this episode, we dive deep into Ryane's unique journey, from her time at RevTech giants like Salesforce and Gong to her current role at Copy.ai, where she's leading the charge in AI-powered product marketing.

Ryane brings a fresh perspective to the table. She joined Copy.ai while eight months pregnant and returned from maternity leave to spearhead a major product launch. Her story showcases resilience, adaptability, and leveraging AI to scale productivity in ways that seemed impossible just a few years ago.

Throughout the episode, we explore Copy.ai's AI toolkit, consisting of Chat, Agents, and Workflows. These tools are radically changing the way product marketers work. Ryane shares her insights on the "cheating" sensation that comes with rapid AI-generated output, the importance of leveraging human expertise and frameworks in tandem with AI, and how she scaled her productivity to that of a five-person team within a single week.

Delve into the future of product launches, the potential for AI-driven cross-functional alignment, and the balance between AI efficiency and human creativity. Get ready to be inspired by Ryane's journey and discover how AI is transforming the landscape of product marketing.

The Evolution of AI in Product Marketing

From RevTech Giants to Dedicated AI Solutions

The world of product marketing has been evolving rapidly. AI plays an increasingly significant role. Ryane Bohm, the new co-host of Future-Proofed and Product Marketing Manager at Copy.ai, has witnessed this transformation firsthand. Her journey has taken her from RevTech giants like Salesforce, Gong, and Clary to Copy.ai. Copy.ai focuses on AI-powered content creation and automation.

"I had AI experience through those other companies. You've probably heard of Agent Force. You know that Gong and Clary both are doing their own AI plays as well," Ryane explains. "And I'm really excited to get to Copy.ai for dedicated workflows and agents specifically around AI automation."

Ryane's Journey: Salesforce, Gong, Clary, and Copy.ai

Ryane's unique perspective on AI in product marketing stems from her professional experience and personal journey. She joined Copy.ai while eight months pregnant and returned from maternity leave to lead a major product launch. This experience has given her a deep appreciation for the power of AI in scaling productivity and enabling flexible work arrangements.

Copy.ai's AI Toolkit: Chat, Agents, and Workflows

Chat: The Gateway to AI Adoption

Copy.ai's AI toolkit consists of three main components: Chat, Agents, and Workflows. Chat is the entry point for many users. It provides a conversational interface for generating content and ideas. "In terms of comfort? I would say, you know, the easiest to adopt is always the chat," Ryane explains. "It's kind of like having your foot in the door. If you're gonna ask a question, you're gonna get an answer, you can follow up, and you can tweak, you can kind of keep that conversation going."

Agents: Codifying Repeatable Processes

Agents let users codify repeatable processes and train the AI to generate content in their preferred style and tone. "The agents were kind of the second step. Alright, chat's done, how do we codify that?" Ryane says. "My next step was actually spinning up some agents so that I could do things like a one-pager just instantly, or recreate my sales playbook, or even help with a messaging document. It was all repeatable, and I had trained the AI exactly what I needed and how I like my voice to come out in these different types of assets."

Workflows: Unleashing AI's Full Potential

Workflows are the pinnacle of Copy.ai's AI capabilities. They enable users to generate complex, multi-component outputs from a single input. "Workflows really make that concept of agents super robust and super actionable, where you can feed it a transcript or a brief or something and it will spit out a campaign," Ryane explains. "It will bring you, honestly, to the next level, like, 'Hey, I wanna run a product launch. Great'. It also researches my messaging. It'll do some deep research on the internet about what our competitors are doing, and it gives me a one pager, a sales playbook, website, landing page, emails, call scripts, like everything that I need based on my messaging and positioning document, and me rambling into the microphone of exactly what I want it to do."

Scaling Productivity with AI: A Product Marketer's Perspective

The "Cheating" Sensation: Rapid Output Generation

AI-powered content creation generates high-quality outputs at lightning speed. This rapid output generation sometimes feels like "cheating," as Ryane candidly admits. "Sometimes I do, and I don't know if I should be saying that live here, but I would put something in, and be like, wait, but this playbook has historically taken me three to five days for draft one, and here I am using up a fraction of that time. It took me 20 minutes, and now it's just feedback rounds, and yeah, it's not a hundred percent there. I need to solicit feedback from the sellers, but it was like cheating. I definitely cheated and turned that out in warp speed and was able to ship it the second week back from maternity leave."

Leveraging Experience and Frameworks with AI

AI can generate impressive outputs. Human expertise and experience still play a crucial role in guiding the AI and ensuring the quality of the final product. "I used examples that are just like me talking into a microphone so it knows how I speak," Ryane explains. "I've got my, like, battle-tested frameworks, like, okay, we're gonna plug those in. This is my tone of voice. The experience definitely helped me get up and running a lot faster, but it cut so much time that I scaled like I was five people within one week. It was awesome."

From One to Five: Multiplying Productivity

AI in product marketing enables marketers to scale productivity. As Ryane puts it, "I scaled like I was five people within one week. It was awesome." This kind of productivity multiplication is transforming the way product marketers work, enabling them to achieve more in less time and freeing them up to focus on higher-level strategic tasks.

The Future of Product Launches: AI-Driven and Cross-Functional

Codifying the Product Launch Process

AI will play an even greater role in future product launches. Ryane is actively working on codifying Copy.ai's product launch process into a comprehensive workflow. "I am actively working on codifying my product launch process. Started building it throughout this process," she explains. "Now that we know how Copy.ai successfully launches a product, I am building that into the most epic workflow. Gimme a week or two, Nathan, but maybe we can show that off somewhere. I want that full output because that also feeds the content engine for you, Nathan, Lisa's demand gen as well, and all of our lifecycle with Jacqueline."

Aligning Teams Through AI Workflows

AI workflows have the potential to align teams across the organization. They help everyone work from the same messaging and towards the same goals. "Just use the standard messaging and it feeds company goals," Ryane says. "Like, 'Hey, we have a goal to get X number beta users on content agent studio.' All right, let's rage. Like, how do we do it together?"

Balancing AI Efficiency with Human Creativity

AI is becoming more integrated into product marketing workflows. Product marketers need to strike a balance between AI efficiency and human creativity. While AI can generate outputs quickly, it still requires human oversight and input to ensure that the final product aligns with the company's goals and resonates with the target audience. Product marketers will need to develop new skills in prompt engineering and AI management to get the most out of these powerful tools.

Through our exploration of Copy.ai's AI toolkit – Chat, Agents, and Workflows – we've seen how these tools are completely overhauling the way product marketers work, enabling them to generate rapid outputs, codify repeatable processes, and unleash AI's full potential in campaign creation.

Ryane's insights into the "cheating" sensation, the importance of human expertise in guiding AI tools, and her ability to scale her productivity to that of a five-person team within a week have highlighted the transformative potential of AI in product marketing.

As we look ahead to the future of AI-powered product launches and cross-functional collaboration, product marketers must balance AI efficiency and human creativity. Ryane's experience serves as an inspiration for marketers to explore AI tools and share their experiences, as we continue to push the boundaries of what's possible in the world of product marketing.

And with Copy.ai, the leading GTM AI Platform, your sales team can achieve GTM Velocity and supercharge your GTM AI Maturity by curing GTM Bloat and enhancing efficiency across the board, and with the right tools in our free tools site and strategies in place, there's no limit to what you can accomplish. Ready to make a change? Connect with us now to get started.

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Transform Your Work Output With AI Powered Product Marketing

Nathan Thompson