How Product Marketing Is Evolving in 2025: Lessons on AI and Leadership with Jennifer Cannizzaro

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#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
(23:53) - – Real examples of AI in use
(27:13) - – Eliminating freelancer spend with AI
(28:53) - – What to feed AI to get results
(31:43) - – Coaching teams to use AI well
(35:13) - – Weekly AI spotlights and team habits
(37:28) - – Building a team-wide AI culture
(40:58) - – Setting realistic AI expectations
(44:43) - – Example prompts and experiments
(47:00) - – The role of community and mentorship
(53:13) - – Final thoughts and wrap-up

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