Choosing GenAI Tools for Product Marketing in 2024: Make the Best Moves and Impress Your Boss

Hey there! Choosing GenAI tools for product marketing can feel like searching for a needle in a haystack. With so many options out there, how do you know which tools will actually drive results and make your team’s life easier? Product marketing is more competitive than ever, and finding the right AI tools could be just the advantage you need to stand out. According to Gartner, by 2025, 80% of marketing teams will rely on AI-powered platforms for content generation (Gartner AI Prediction), so if you haven’t started yet, you better get moving! In this guide, I’m going to help you figure out exactly what to consider when choosing GenAI tools for your product marketing—from specific features to the value they can deliver in practice. Ready to boost your product marketing game? Let’s get started!

For a deeper dive into generative AI for product marketing, check out 10 New Ways to Harness Generative AI for Product Marketing in 2024.

What Are GenAI Tools and Why Are They Important for Product Marketing?

Generative AI tools are changing the game for marketing teams everywhere. These tools use machine learning models to generate content, personalize messages, and even predict audience behaviors. If you’re looking to enhance creativity and improve efficiency—two cornerstones of successful product marketing—then GenAI is the way to go.

You need to stand out, and that means being both adaptable and personal. GenAI tools can help you keep up with the constant pressure for high-quality content without losing your sanity. Imagine churning out blog posts, social media copy, or even ad campaigns in minutes—because who has hours for that anymore? GenAI lets you scale your content production with just the right level of customization, making things manageable that used to feel impossible.

Choosing GenAI Tools for Product Marketing: Tips to Get it Right the First Time

So, you’re ready to jump on the GenAI bandwagon. Awesome. It’s an exciting space, and honestly, it’s full of opportunities for businesses looking to get ahead. But—and I can’t stress this enough—there’s a right way to do this, and then there’s the risky, chaotic, “why-did-we-even-do-this” way. Let’s focus on doing it right.

First things first, having a clear plan is non-negotiable. When I started, I skipped this step, thinking I could wing it. Big mistake. My advice? Sit down with your team and map out exactly where this GenAI tool fits into your existing system. It’s like assembling a puzzle—one wrong piece and the whole picture’s skewed. Outline each step needed for integration; it’ll save you a ton of headaches later. Here’s a guide to help you select the right GenAI tools:

• Identify Real Use Cases: The first question to ask yourself is: Where does GenAI make the most sense in your existing workflows? Maybe you want to streamline customer service with chatbots, or perhaps you’re looking to supercharge content creation. Whatever it is, identifying the right entry point is the key to avoiding chaos down the road. Outline these use cases before diving into your research. If you need some inspiration, check out 10 New Ways to Harness Generative AI for Product Marketing in 2024.
• Map Out Your Current Processes: Once you know where it fits, outline a step-by-step approach for integration. Think of it as baking a cake—you don’t just throw all the ingredients into the bowl at once and hope for the best. Instead, you follow a sequence, adding things in the right order and at the right time. The same applies here. Take a close look at your existing workflows. Where are the bottlenecks or time-consuming tasks? Knowing where GenAI can make the most difference helps you find the right tool to integrate seamlessly into your team’s daily activities.
• Determine Requirements and Build a Checklist: Now that you’ve identified your use cases, make a list of must-have features. Do you need CRM or CMS integration? Personalization capabilities? Multilingual support? Having a clear checklist will help you compare different vendors.
• Identify Vendors and Shortlist Tools: Research and create a shortlist of tools that fit your requirements. For a detailed list of the best generative AI tools, take a look at our guide to the Best Generative AI Content Tools.
• Evaluate, Pilot, and Deploy: Once you have a shortlist, it’s time to test. Run a pilot with a small group on your marketing team. This will help you evaluate the tool’s usability, integration, and overall value. Gather feedback and adjust your plan before rolling it out fully.
• Continuous Monitoring and Optimization: Here’s a reality check—GenAI isn’t a set-it-and-forget-it tool. Once it’s up and running, that’s not the end of the story; it’s actually just the beginning. Monitoring adoption and how well it fits within your team’s workflows is crucial. I like to think of GenAI like a garden. You don’t just plant some seeds and walk away. You water, weed, prune, and occasionally shoo off pests. It’s the same with GenAI. Make tweaks, gather data on performance, and adapt as your goals shift. I’ve found that a monthly review works well for assessing AI performance and adoption metrics. Check if it’s meeting KPIs, share best practices, and get feedback from the team using it—that last bit is golden, as they’re the ones who know the ins and outs of its day-to-day application.
• Don’t Forget the Details: There are also some less obvious—but equally important—factors to consider:
  • Reporting and User Adoption: Think about how the tool’s reporting capabilities match your analytics needs. Good reporting provides insights that can drive user adoption, showing your team the value that GenAI brings to the table.
  • Data Privacy and Security: Make sure the tool complies with data privacy regulations and keeps your information secure. You need to know exactly how the provider manages your data.
  • Training and Support: Getting your team up to speed is crucial for success. Look for tools that provide solid training resources—documentation, knowledge bases, and active user communities are all big pluses. Vendors that offer customer success managers to assist with onboarding and best practices can make a world of difference.
  • Scalability: Can the tool grow with your needs? If your marketing expands, will the tool handle the increased workload and new use cases? Customization options are a bonus, as they allow the tool to adapt to your evolving strategy.
  • SSO and SCIM Integration: Single Sign-On (SSO) and System for Cross-domain Identity Management (SCIM) are great for simplifying user management and keeping things secure. SSO lets your team use their company credentials, while SCIM automates onboarding and offboarding—super helpful for large teams.
  • Ethical Considerations: AI tools aren’t perfect. Understand how the tool was trained and whether it has safeguards to reduce bias in generated content. Also, make sure the tool protects your company data, preventing it from being used for external model training or leaking out. Privacy standards are a must.

Evaluating the Cost and ROI of GenAI Tools

Cost is always a big factor when considering new software. GenAI tools come in all shapes and sizes, with pricing ranging from subscription models to pay-as-you-go. Here’s how to ensure you’re getting value for your money:

• Pricing Models: Understand the different pricing options so you can find a tool that fits your budget while still delivering the features you need.
• Calculating ROI: Tie the cost of the tool back to your use cases. Is it saving your team time, increasing capacity, or adding capabilities you didn’t have before? Look at how much more targeted your campaigns have become, or whether engagement and conversions have improved, and connect those outcomes to the value you’re delivering.
• Making a Business Case: When presenting to stakeholders, highlight the tool’s benefits in terms of increased efficiency, better creativity, and overall impact on revenue. Explain how the tool will solve current challenges and help the team work smarter. For more context on how generative AI can impact your strategy, take a look at our guide on Generative AI for Product Marketing.

Best Practices for Implementing GenAI in Your Product Marketing Strategy

Bringing GenAI into your product marketing strategy can seem daunting, but a solid plan will make all the difference:

• Start Small: Pick a few use cases to start with—maybe some blog posts or social media copy—to get a feel for how well the tool meets your needs before expanding further.
• Choose Your Users Wisely: When rolling out a new tool, it’s smart to have a mix of enthusiastic early adopters and skeptical team members. The early adopters are willing to experiment, navigate learning curves, and help you work out the kinks. Including skeptical users—the naysayers—can give you an honest perspective. If even they see the value, you know you’re onto something good.
• Ensure Alignment with Your Brand Voice: GenAI tools are efficient, but they still need your guidance to make sure they produce on-brand content. Invest time in training the model and fine-tuning outputs to reflect your unique brand voice.
• Training Your Team: Equip your marketing team with the knowledge to make the most of these tools. The more familiar they are with setting prompts and editing the content, the better the final product will be.

Potential Pitfalls and Challenges When Choosing GenAI Tools

Even though GenAI tools offer huge advantages, they do come with challenges. Here are some things to keep in mind:

• Quality Control: AI tools aren’t perfect, and sometimes the content they produce can be off-topic or factually incorrect. Always have someone on the team review and refine AI-generated content.
• Avoid Over-Reliance: Don’t let AI do all the heavy lifting. Over-relying on AI-generated content can mean losing that human touch that makes your messaging really resonate. Balance AI with human creativity for the best results.
• Data Privacy Concerns: Make sure that any tool you use complies with data privacy laws, especially if you’re dealing with customer data. Understand the tool’s data handling practices to avoid any surprises.

Conclusion

Generative AI tools are shaking up product marketing, and choosing the right one can either make you a hero or leave you endlessly frustrated. Whether you’re trying to crank out blog posts, craft personalized emails, or line up social media campaigns, the right GenAI tool should make you feel like you’ve got superpowers—not like you need a PhD to figure it out. So think about your team’s needs, your budget, and how well this tool is going to fit with what you’re already doing. And if you need some extra help, check out our complete guide on Generative AI for Product Marketing—because nobody should have to do this alone.

So, are you ready to transform your product marketing with AI? Start by evaluating the tools we’ve discussed, and see how they can elevate your marketing strategy to the next level!