Sean Zinsmeister

Your PMM role is changing: How to build human+AI workflows that define what's next That's what I'll cover on April 1 at Product Marketing Alliance's Product Marketing Summit in Denver. I will show HOW I guide AI live using various AI platforms. Your launch campaign workflow could connect positioning, messaging, content, and sales enablement in one flow. Your sales enablement workflow could build pitch decks, dynamic sales prep dashboards, and interactive ROI calculators. This becomes possible when you move from using AI to building with it. The PMM's job is changing. Trailblazing PMMs are building AI teammates trained on their expertise, connecting them into workflows across functions, and deciding how humans and AI work together. They're writing the new job description themselves. You'll see real workflows for product launches and sales enablement, and a tool that helps you identify which workflows to build and which AI teammates to connect. You'll learn: ► How to find workflow ideas and decide which are worth building for PMM work ► How to design workflows that create new value, not just speed up existing processes ► How to evolve your role from AI user to builder and orchestrator Looking forward to learning from an insightful line-up of speakers on April 1-2. Come join us. See link in comments for more info and to register.

26

3 Comments

I recently had a great time chatting with my peer, Adam Morgan, and the team at Superside about a topic that's core to what we do: how to build a creative storytelling model that gets buy-in and drives real business value. 💬 Both Adam and I have found that in today's environment, it's not enough just to be creative; you have to prove the impact of your creativity. In the post, we've hit on a few core ideas that need to be considered: ➡️ Marrying Brand to Revenue 🤝: Creative work should be a core part of the revenue engine, not a separate function. ➡️ The Power of Both Data and Vibe 📊: You need hard numbers and the "feel" of a campaign to prove its value. ➡️ Building Your Internal Audience 🧠: Understanding and communicating with your leadership and sales teams is just as crucial as talking to your customers. If you're interested in how creative teams can get a seat at the table and influence business outcomes, this is a must-read, and yes, I'm biased, but you'll see why and hopefully agree. 😉 Read the full interview here and share your perspectives! 👇 https://lnkd.in/g8cbQ5qE #Marketing #Creativity #Storytelling #BrandBuilding Twilio

34

2 Comments

👂 Overheard on LinkedIn, "AI doesn't deliver enterprise value today." 👉 Leading CROs: "Don't believe everything you read or hear." There's lots of myths about AI. Read up on the biggest ones and how to combat them as you champion your company's transformation to an AI-first enterprise. Link in comments for more on Debunking Sales AI Myths via Poggio.

17

1 Comment

The brands treating AI as a cost-cutting tool for generic content are already falling behind. We've moved beyond the "spray and pray" era of generic AI content flooding every channel. Your customer don't want generic content. AI engines don't want generic content. The real opportunity lies in building systems that deliver expertise-driven, differentiated content at scale. The winners in this new AI landscape aren't just creating more—they're creating personalized, high-quality content at scale. We shared this slide during a CMO presentation this week. It lays out how your content strategy needs to fundamentally change.

30

2 Comments

Substack publication 'The Free Press,' a blog started in 2022, has grown to around 15M a year in revenue, and is now in talks to be acquired by Paramount for $200M (and founder Bari Weiss given an exec role at CBS News). I've predicted blogging is back for several years - thanks mostly to email and the fact that Substack and Beehiiv got distribution right. It turns out independent media can thrive in an environment even when social platforms like this one, Meta and Twitter/X throttle our hyperlinks. I honestly think it's a loss for these products to not show them as often as they do. As many users here are simply less informed, less educated and stuck in algo-generated filter bubbles. Of course, this isn't everyone. The smartest internet users are looking to things like email where there's less algo interference. You hope the big tech platforms catch on and remember hyperlinks are important again, at some point this will be a liability for them jamming the plumbing of the web. Anyway - if you want to start a blog, it's never been a better time. We have so much validation all around us. You can even be well-compensated for your work this time. The internet is great if you play the right games.

10

Stop thinking about AI optimization. Start thinking about AI as a persona. Wanda Cadigan, SVP of Marketing at Cloudinary, just reframed how I think about target personas: "Traditional marketing, your personas are head of web dev or director of e-commerce... But the other persona is we have to market for chat agents, for ChatGPT, Perplexity, Grok, all of these answer engines." Read that again. ChatGPT isn't a channel. It's not a tactic. It's a persona! 🤯 And just like any persona, it has: ⭐ Preferences (fresh content, authoritative sources, clear citations) ⭐ Behaviors (how it searches, evaluates, and surfaces information) ⭐ Needs (structured data, context, credibility signals) Think about what this means for how we work: 👉 When you're creating content, you're not just asking "Will this resonate with our VP of Engineering persona?" You're also asking "Will Claude surface this when a developer asks about video API solutions?" 👉 When you're planning your PR strategy, you're not just thinking about human readers. You're thinking about whether those tier-one placements will become citations that AI trusts. 👉 When you're building your content calendar, you're considering both the CTO who visits your website AND the AI agent that answers their question before they ever get there. As Wanda puts it: "Nobody has a fever dream and wakes up one morning saying, 'I'm gonna submit a Contact Us form.'" 😆 You already know that your prospects are having conversations with AI first. Those conversations are shaping their perception of you before they ever reach your website. So the question isn't just "Are we optimizing for GEO?" The question is: "Have we added AI chat agents to our core persona set?" Because the buyer's journey now has two audiences—human and AI—and we need to build trust with both. 🤝 If you're a marketer and not listening to Erica Seidel's podcast, you're missing out! (Link in comments.) #MarketingStrategy #B2BSaaS #AIMarketing #ContentStrategy #MarketingLeadership #GEO #ProductMarketing

30

11 Comments

Sierra partnered with Curative to build their AI voice agent that's creating faster, better experiences for members and providers while freeing up their team to focus on what matters most: building deeper relationships

235

5 Comments

AI isn’t here to put your lifecycle marketing on autopilot. It’s here to change the job entirely. There’s a lot of fear around AI replacing marketers. But first, they’ll be replaced by folks who use AI to do what we’ve never been able to: → Orchestrate journeys that reflect how consumers actually evaluate, not how teams are structured → Personalize for individuals, not templatize for segments → Deliver value at the moment of intent, not after 5 nurture emails and a CTA Most teams operate with a linear mindset- email sequences, paid ads, site CTAs - stitched together into a framework that assumes people move neatly from awareness to consideration to conversion. They don’t. Consumers bounce between Google, TikTok, your PDP, and a competitor- all within an hour. Every marketer knows this. But we’ve leaned on simplified frameworks because tech, data, and resourcing forced us to. That constraint is now gone. The future isn’t 'AI-powered automation'. It’s replacing manual lifecycle choreography with systems that reflect (and respond to) how digital experiences actually happen. In B2C lifecycle and in B2B GTM. That’s the unlock. And soon, the baseline.

25

Google is re-imagining Maps with Gemini, introducing incredible upgrades and new possibilities for navigation. Ask Maps simplifies trip planning by allowing users to ask questions about routes and stops, with Gemini fetching information from over 300 million places and reviews to provide answers. Immersive Navigation enhances the experience by rendering routes in 3D, utilizing Gemini to analyze Street View and aerial imagery to display buildings, overpasses, crosswalks, and more. Additional upgrades include more conversational voice guidance, Street View previews of destinations with parking information, and insights on trade-offs for alternative routes.

22

Now feels like exactly the right time to invest in human intelligence. As AI accelerates everything from product creation to messaging output, the market is getting messier, noisier, and harder to navigate. That’s why in 2026, I’m launching four new Product Storytelling Cohorts. Each one is designed to help product and marketing teams: ✅ Clarify what your product really does and the value it delivers ✅ Identify who cares most about that value and how to reach them ✅ Communicate why it matters in a way that builds trust and belief It’s a hands-on program based on insights from over 100 storytelling workshops, my guidebook The Story Engine, and case studies from companies doing this well. The teams who win won't just be those using AI. They'll be the ones who combine it with clear thinking, creative storytelling, and credible communication.

24

5 Comments

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

45

4 Comments

If you couldn't make it to Las Vegas for #CES2026, ADWEEK just published the highlights from my conversation with Jenny Rooney. 👉 https://bit.ly/3NmAiai In the piece, we preview the AI Disruption Index, Moloco’s new research with Boston Consulting Group (BCG), which maps 15 industries into four strategic realities. When 75% of consumers believe LLMs help them find better deals than they can find on their own, AI isn’t just optimizing discovery. It’s replacing it entirely. With the AI Disruption Index, we wanted to give brands a clear, data driven way to understand their exposure to AI driven disruption, based on the strength of their customer relationships. Check out the article for the initial breakdown, but stay tuned for the deep dive when the full report releases on January 21st. #AIDisruptionIndex #MarketingStrategy

41

4 Comments