#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 (02:11) - – What product marketing owns today (05:58) - – Launch and learn vs launch and leave (07:08) - – How PMM drives company strategy (10:33) - – Aligning teams around growth levers (14:08) - – Gathering customer and market intel (18:13) - – Quick, AI-powered research tactics (19:53) - – Sharing insights across the org (23:30) - – Real examples of AI in use (26:50) - – Eliminating freelancer spend with AI (28:30) - – What to feed AI to get results (31:20) - – Coaching teams to use AI well (34:50) - – Weekly AI spotlights and team habits (37:05) - – Building a team-wide AI culture (40:35) - – Setting realistic AI expectations (44:20) - – Example prompts and experiments (46:37) - – The role of community and mentorship (52:50) - – Final thoughts and wrap-up Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter Learn more about Exit Five's private marketing community: https://www.exitfive.com/ *** Today's episode is brought to you by Knak . Email (in my humble opinion) is the still the greatest marketing channel of all-time. It’s the only way you can truly “own” your audience. But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks. Frustrated by clunky email builders? You need Knak. Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first. Big team making it hard to collaborate and get approvals? Definitely Knak. And the best part? Everything takes a fraction of the time. See Knak in action at knak.com/exit-five . Or just let them know you heard about Knak on Exit Five. *** Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production. They give you unlimited podcast editing and strategy for your B2B podcast. Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest. Visit hatch.fm to learn more
