How to Power Product Marketing with A.I.

Jimmy Daly
November 17, 2022

Writer is now an official Superpath partner! Its A.I. writing platform offers a suite of features to power smarter, faster work. Superpath members can get 20% off enterprise plans—just let them know you came from Superpath. By the way, the following post was written with Writer. 🙂

Bill.com's product marketing team uses Writer's A.I. platform to generate on-brand copy for its product pages, emails and other assets.

The team has a strong voice that is concise, direct, actionable and always on-brand. The company trained Writer's A.I. on its brand voice so that the platform could generate copy that adheres to the company's style guide, while giving the product marketing team lots of copy variations to test.

With Writer's A.I., the product marketing team can quickly create templates for product pages, emails, and other marketing collateral. This saves the team time and ensures that all of the copy is on-brand—a huge challenge when operating at scale.

The platform has been a valuable tool for the product marketing team, and it has helped the team to produce high-quality, on-brand copy. Here's Writer CEO May Habib showing how it works.

May Habib: Hi, everybody. I'm May, the co-founder of Writer, an AI writing platform for Teams. We are doing a series of tutorial videos with Jimmy from Superpath to teach folks how best to use Writer for content acceleration.

Jimmy Daly: This is our last video. So if you're watching these in order, this is number 12. This is the final one. We're going to talk about product marketing. If it's cool, I'm just going to hand it over to you, and you can explain this use case and show us an example.

May Habib: Okay, wonderful. Jimmy, real product marketing cannot be generic. And so the brand voice specificity and the type of content you need from an AI tool have to be really, really specific. And so the training here that Writer provides is absolutely necessary. So I'll give you an example. Let's do two templates from our awesome customers over at bill.com on the product marketing side. Let's do an email, and let's say this is a product marketing email that they trained up. And let's say here the value prop is invoice at 2X speed, and the CTA, they're sending this to everybody who is maybe in a trial. And we can do request a demo now. So absolutely super specific, our out of the box email templates don't start with value prop. So this has been built specifically for the kind of product marketing email that the bill.com team sends. And I want to give you a sense of what comes out.

So they have a very low copy, actually, email template on the product marketing side. And so just literally this number of words is what they want, and then they want three subject lines. And so that team was just very specific around, "What would help us move faster in our emailing to get from Writer?" And then they provided us examples which allowed us to, on top of everything that Writer asks folks for and set up, tune in for their brand voice. So subject line options, how to invoice at 2X speed, get paid faster, streamline invoicing process, and then it really takes in the value prop here and goes into the why. I want to show you another example also on bill.com, and this is for the copy on product pages, and let's take that same... They have this idea in their product marketing of single-minded proposition.

Jimmy Daly: I like that.

May Habib: So anything that's contained in a messaging hierarchy has to be single-minded about the value proposition and not muddling up any other value proposition. So let's talk again about the invoice at 2X speed, which is a big value prop of their invoice product. They've got a number of modules. And we're going to click generate content. And this also is completely responding to how they themselves write product marketing. So they've got a main headline, "Cut Your Invoicing Time In Half." Writer is good at math. Reasons to believe, they call them RTBs, "Spend less time on invoicing." And then additional RTBs, "With our fast and easy platform, you can create and send invoices in minutes, get paid faster, get paid on time every time." Right? Receive payments faster, which is a benefit of invoicing faster, you get paid faster. And then streamline workflow. So folks who are writing landing pages who've got the idea of what the value prop should be but want phrasing ideas pop into Writer here and get output that is already tailored to how they can consume it into their copy. Does that make sense?

Jimmy Daly: Super cool. Yeah. And so in this case, there's no context field. Is that happening behind the scenes, or does it not need it-

May Habib: Exactly.

Jimmy Daly: ... because there's a template?

May Habib: It's behind the scenes-

Jimmy Daly: Got it.

May Habib: ... because we know all their product marketing.

Jimmy Daly: Right. That's really interesting. Really interesting. It's kind of amazing to me. The thing that I keep coming back to, especially with copy, like short, concise copy like this, is that, I can't imagine I'm the only one that feels this way, but it's really difficult to come up with variations of the same thing. Maybe there's folks who are far more creative than I am, but I just feel like the ability to just generate a bunch of ideas and then have the opportunity to pick through them, see what you like best, AP test, try things, but just constantly having this fuel for optimization is really powerful because it would take many hours, I would imagine, to come up with enough variations-

May Habib: Totally.

Jimmy Daly: ... to get to the point where you really have found copy that works well.

May Habib: Totally, yeah. The folks who learn how to do it this way are just going to be eons ahead of everybody else.

Jimmy Daly: Okay, cool. May, thank you so much. We'll do one more bonus video. So go over there, check it out. Obviously, there'll be links to all of them alongside of each of these videos so you don't get lost. But we'll jump over there and we'll see you there.

Okay, cool. There you go. Thank you so much, May, and your team over at Writer for being such a great partner to us at Superpath. You're building an awesome product. We really appreciate you spending time to help us get up and running with it. And frankly, your support is what helps us keep this community free. So we really are grateful for that. For those watching, if you do want to learn more and give Writer a try, go to writer.com. There's a couple of different plans you can choose from. There's also a free tier if you just want to kick the tires. So, writer.com. Thanks so much for watching, and thanks so much to the team at Writer for your support. Take care-

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