Jennifer Tyson

Are VoiceAI companies launching great demos or production-ready Conversational AI APIs? Check out the VAQI benchmark and how it helps answer that question...

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So many brands deliver incredible value inside their product but struggle to stay relevant outside of it. That gap is where churn sneaks in. That’s what we’re solving with Shopr: helping subscription and membership-based businesses stay top of mind by rewarding real-world behavior, not just platform use. Because retention isn’t just about the product. It’s about how your brand shows up, every day. Take a look: https://lnkd.in/eVK2JcSF #ShoprRewards #RetentionMarketing #CustomerLoyalty #SubscriptionBusiness #ReduceChurn #MembershipEconomy

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Product marketing is ever-changing. In this graph, two skills in particular stood out to me: Competitive Intelligence: The people who benefit the most from emerging technologies and AI are the ones who learn how to use it to their advantage. Today's marketers have more consumer data at their fingertips than ever before. Being able to weed through information to find what's most relevant to your organization will only become more critical. Storytelling: At the end of the day, AI can never "replace" marketers because a great story requires a human touch. Emerging technologies have changed the processes and audience strategies of marketing over the years, but storytelling will always be the core of our profession. What skills resonated the most with you?

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You want to add a sparkly AI button to your product or platform? Sit tight for a second. Renata Benito, Senior UX Designer at my company (ITX Corp.) has a simple framework to guide your thinking on Medium this week. In the post, Renata argues for a quick and easy question to pressure test your roadmap: What problem becomes meaningfully easier if intelligence is introduced here? If the answer isn’t clear, you may still be solving the wrong problem. Check it out for more, including a simple guidance on a few quick vectors to consider + Problem complexity — AI shines with ambiguity, patterns, and large data sets. If it’s predictable or rules-based, better UX or automation may be the answer. + Workflow impact — Does it actually save time, reduce effort, or simplify decisions? If not, it risks becoming noise. + Trust & accountability — If users have to double-check everything, you haven’t created value. You’ve added friction. + Organizational readiness — AI depends on data quality, governance, and support systems. Complicated? Yes. Renata makes them east to consider.

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The Strategic Imperative of Product Marketing: An Overview An explainer video I created on product marketing. For executives, founders, and marketing leaders, understanding the definitive function of Product Marketing (PMM) is no longer optional, it is a prerequisite for sustained market advantage. PMM is the critical bridge ensuring product development aligns precisely with market demand and customer value realization. https://lnkd.in/g8-gGe_Z #ProductMarketing #PMM #StrategicMarketing #GoToMarket #GTMStrategy #ProductStrategy #ExecutiveLeadership #BusinessStrategy #ProductManagement #MarketPositioning #Commercialization #MarketAccess #RevenueGrowth #SaaS #B2BStrategy #DigitalTransformation #Innovation #ProductLaunch #CompetitiveAdvantage #MarketInsights #ProfessionalDevelopment #CareerGrowth #MarketingLeadership #ExecutiveEducation #BusinessAcumen #SkillsDevelopment #StrategicThinking #ProductDevelopment #MarketingTrends #ThoughtLeadership #ExplainerVideo #VideoContent #BusinessInsights #LinkedInLearning #MarketingStrategy #ProductSuccess #StrategyExecution #TechLeadership #CorporateStrategy #ValueProposition

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The product leader’s role keeps expanding. First it absorbed engineering as CPTO. Now it’s crossing the chasm into GTM and marketing. I got to talk with Karen Chao this week on LaunchPod. She started at Flowspace as CPO and has since been elevated to Head of Marketing in addition. We're not just talking a dotted-line responsibility; she's owning discovery to messaging to activation. It was really eye opening to hear what it’s like to “cross the chasm” from Product into GTM leadership and why Product increasing aperture is becoming more common. Full episode here: 📰 Read/Subscribe on Substack: https://lnkd.in/e6HVnVu2 📺 Watch on YT: https://lnkd.in/ejqCkBAQ 🎧 Listen on Apple: https://lnkd.in/eFp9d4Nw 🎧 Listen on Spotify: https://lnkd.in/eV3vDGGh Here are some of the biggest themes she breaks down: 1️⃣ Why the CPO role is expanding Product and Marketing share the same inputs: value, positioning, and customer insight. Combining them reduces friction and aligns teams around what customers actually care about. 2️⃣ Crossing the CPO to Marketing chasm Karen described the shift as learning a new toolkit for the same terrain. Product discovery and marketing experiments use the same muscles. The language is different. The thinking is familiar. 3️⃣ PMs skills in AI are perfect to accelerate GTM Her team uses AI for PRDs, competitive research, channel exploration, and even codebase analysis. The effect is a shared workflow where Product and Marketing learn together, not in silos. 4️⃣ With AI, PMs can go deeper than ever before With tools like Cursor and Claude, Karen’s PMs can explore architecture, propose small fixes, and prototype real flows. Engineers focus on high-leverage work. Marketing benefits from product leaders who truly understand the system. 🥡 The takeaway: The role of the product leader is expanding, just like many executive roles today. Product and Marketing already share many of the same inputs, and companies are stronger when those teams are tightly aligned. Whether they roll up to one leader or remain separate, closing the gap between Product and GTM creates a faster, clearer, more customer-centered organization. Have you seen this? Is this the future of product leadership? Full episode here: 📰 Read/Subscribe on Substack: https://lnkd.in/e6HVnVu2 📺 Watch on YT: https://lnkd.in/ejqCkBAQ 🎧 Listen on Apple: https://lnkd.in/eFp9d4Nw 🎧 Listen on Spotify: https://lnkd.in/eV3vDGGh (Also, "Crossing the CPO to Marketing Chasm" book isn't real...yet. I feel like we should make a collection of these. What do people think?)

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Turning Engineers into Influencers: A Repeatable System for Thought Leadership The best BD tool in technical services is not an ad. It is your engineers’ credibility. by Jenny K. Toole The problem Most firms agree SMEs are the most trusted voices. The challenge is bandwidth. People are busy, content is ad hoc, and drafts stall in review. You end up with a trickle of assets that do not support pursuits or move pipeline. Good news. There is a simple system you can run every quarter. The framework: Topic mining → SME briefing → 1-hour interview → content atomization → approval lane → distribution plan 1) Topic mining Start with demand signals: upcoming pursuits, client FAQs, RFP themes, regulatory moments, and win–loss notes. Score each idea on buyer value, proximity to revenue, and SME availability. Pick 3 to 5 topics for a 90-day cycle, mapped to target accounts or segments. 2) SME briefing Send a one-page brief 3 to 5 days before the interview: audience, business problem, desired outcome, five guiding questions. Confirm the use case you want: risk reduction, cost avoidance, time to value, or compliance assurance. 3) 1-hour interview Record one focused session with the SME and a facilitator. Use a buyer-first arc: Problem, Impact, Approach, Proof, Next Step. Capture specifics: before and after metrics, constraints, what changed operationally, what the client cared about most. Transcribe right away to speed drafting. 4) Content atomization From one interview, create a cohesive set: One technical paper or long-form article to anchor the theme One case study that shows the approach in the real world One webinar with the SME and a client-facing moderator Three short posts that pull highlights from the paper and case study Sales enablement: a one-slide solution narrative, a two-page brief, and three talk tracks for BD calls 5) Approval lane Predefine reviewers by asset type to prevent endless edits. Technical accuracy: SME and project manager Brand and positioning: marketing lead Legal and confidentiality: compliance owner Limit to two rounds. Use a checklist and a change log. Lock style rules for numbers, acronyms, and claims to cut friction. 6) Distribution plan Publish the anchor piece first. Release the case study within 7 days. Host the webinar within 21 to 30 days and align invites to ABM tiers. Repurpose into three short posts over 30 to 45 days, tag SMEs and partners. Enable BD with a short outreach email, a call script, and tracking codes for attribution. Need a jumpstart? DM me for a plug-and-play template and SME coaching steps. 💬 #ThoughtLeadership #ExecutiveLeadership #MarketingStrategy #GoToMarket #ABM #DemandGeneration #ContentMarketing #SalesEnablement #B2BMarketing #BrandStrategy #DigitalMarketing #MarketingImprovement

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You’ve built the email flows, spun up social, lined up webinars. Yet, there’s still a gap in your GTM. Here’s what keeps surfacing at Product Marketing Alliance: most product marketers are sleeping on one of the most powerful GTM channels out there. Podcasting. And yes, it’s costing real connection with customers. Think about it. Where else do you get 30 minutes of your ideal customer’s undivided attention? Where else do people invite your voice into their daily routines by choice? Not many places. Podcasting brings something special to the table: • Long-form stories that build deep trust • Direct access to niche, highly engaged audiences • Evergreen content that keeps working for you • Honest conversations that show (not just tell) your expertise • Lower noise compared to crowded digital channels You don’t need fancy gear or a huge following to start. What you DO need? A clear point of view, real curiosity about your customers’ struggles, and the willingness to show up again and again. Curious what this could look like for you? Try this: listen to a few podcasts in your space. Notice what hooks you, what feels authentic, what keeps you coming back. Then ask yourself, what conversations could you be leading? When did you realize a new channel was the missing piece in your GTM? Ever tried podcasting (or thinking about it now)? Share your stories or questions below – we’d love to hear what’s working for you. Read Bianca Stanescu, MCIM’s article for more: https://lnkd.in/eRChru4h

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This Martechvibe report put words to a lot of conversations I’m having with CMOs right now. Most teams are not trying to chase the next shiny tool. They’re trying to make what they already have actually work together. Too many platforms, too many handoffs, and not enough shared data. When marketing shifts from experimentation to execution, those gaps show up fast. Progress depends less on adding technology and more on simplifying how it’s run and measured. I highly recommend reading! https://lnkd.in/eZTES875

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