• by Cory Treffiletti , Featured Contributor, December 13, 2023

Do you know what the two most important tools are in the toolbox for a product marketer?  Cheat Sheets and Chatbots.   Do you know the creation of both these solutions is being accelerated by AI?  Allow me to explain.

Cheat Sheets are a crucial element of any go-to-market, and Chatbots are all the rage for customer success.

Product marketers need content that aligns to the top, middle and bottom of the funnel.  Cheat Sheets can be transformed into so many different types of documents and they reduce friction in the sales process.

These Cheat Sheets can become presentations, whitepapers, RFP documents, and more.  I call them a Cheat Sheet because they should be succinct and hold all the key selling stories and competitive information necessary to educate a prospective buyer, but other people have different names for them.  They are essentially sales enablement, and you can activate them with webinars, marketing automation and more.

Cheat Sheet creation can be accelerated by setting up your own GPT and feeding it technical and sales documentation, and everything else you have so it can be trained to spit out what you need.  That content is valuable for salespeople at each stage, and the ability to have it catalogued and then recreated in a way that customizes it for the prospect can be invaluable.

That same content, once fed into said GPT, can be used to create a chatbot.  The bot can be externally facing for customers and be housed on your website, or it can be internal and only made available to your salespeople.  Your salespeople can use it to spit out that same content on an as-needed basis, making it simpler and more scalable for you to provide them with what they need to close the deal.

Chatbots were previously expensive and complicated to create. But advances in technology the last year or so have made them faster and easier to implement, with one available on your site in a matter of weeks.

This all gets back to the fact that content is still king and queen.  Content can come in many forms, but the creation of that content is getting easier and easier with the tools at our disposal.

Content and media are especially valuable for B2B marketers, but the more content we create, the more the value of any one single piece can be diluted.  With the ease of creation, you have to layer on an element of “thinking differently” to ensure that your output is clearly better than just what any AI would create.  While it may be getting easier to get past the first stage of content creation, that second stage of content engagement is more difficult and will still, and potentially always, require a human touch.  After all, content can open the door to get you a prospect, but better content can seal the deal as well.

So, the question I pose to you -- especially if you are a B2B marketer -- is, are you being truly creative or are you simply checking the box to get something out the door?  Are you using AI to replace your work, or augment your role in the creation of that work?  The answer can be quite telling.