Richard King

Product Marketing Alliance

Product Marketing Alliance is a collective of passionate product marketing innovators committed to driving demand, adoption and the overall success of their products.

Founder & CEO

The Alliance

The Alliance is the go-to professional development platform for high-growth organisations and individuals worldwide.

CMO Alliance

The CMO Alliance is a global gathering of marketing leaders.

Founder

LinkedIn

Instructor profile: https://www.linkedin.com/learning/instructors/richard-king 

Courses: 

Product Marketing Foundations 
Product Marketing: Competitive Intelligence

LinkedIn Learning Instructor

Acara

Moving event marketing forward: A powerful event marketing platform  enabling you to drive business performance through in-person events.

VP, Product & Co-founder

Tito

Investor

Ignition

GTM Alliance

CEO & Founder

Sales Enablement Collective

The Sales Enablement Collective is a global gathering of revenue leaders, all striving towards one, shared goal: consistent and predictable revenue growth.

Product-Led Alliance

Fuel your growth with a product-led approach.
We’re the world’s fastest-growing community for product pros, growth gurus, founders, and thought leaders. You’re in the right place to master your PLG strategy.

VP Product Marketing

I’m a builder at heart, with five startups and three exits under my belt. 

My passion lies at the intersection of product, marketing, sales, and data - so you’ll often hear me talking about product marketing.

My entrepreneurial journey has taught me the value of resilience, innovation, and questioning the crowd rather than following it. Most importantly, it’s shown me the power of community.

👉 Why I share on LinkedIn:

I believe in collective learning: I want to provide tried and tested insights to help you navigate your career, whether you're a founder, marketer, or looking to learn something new. 

👉 What I talk about: 

1️⃣ Building bootstrapped companies
Why go-to-market efficiencies are a non-negotiable 

2️⃣ How to spot and nurture talent
Strategies for building high-performing and efficient teams

3️⃣ Product marketing - why won’t I shut up about it?
How effective product marketing drives business success.

4️⃣ Operational excellence + a great culture. It is possible.
The nuts and bolts of business operations and fostering a winning culture.

5️⃣ What does leadership really mean?
The changing expectations of what it means to be a “boss.”

Go ahead and hit the follow button, and I’ll see you around!

Netflix is covering London in darkness...

"Stranger Things Season 5"



Such great launch creative for the show

Fits the tone for Stranger Things incredibly well

Shoutout to artist Vincent Smadja, who took the concept a step further using AI to push the OOH concept even further using the signature supernatural style

This is the kind of energy that creative launches will need to get attention and stand out. 

Keep in mind that when you launch your next B2B product, new feature, or whatever it is, know that you're not just competing in the arena of B2B, you're also competing against attention which is universal. 

This means you're up against Netflix and these major players with big creative budgets.

I've been saying this for months and months. 

The product marketing teams that will dominate launches in 2026 and beyond will have a dedicated in-house creative unit solely focused on helping show your customers you know them in fun, interesting, and creative ways like this. 

--

P.S. If you happen to be in London, don't forget to sign up for the 2 VIP screenings. You could win one of two exclusive showings from Netflix. They're hosting two exclusive, early screenings of Stranger Things Season 5 on November 13, two weeks before the global release on November 26. The events are free but require a ballot entry through ApplauseStore using promo code "ST5FANS," with 80s attire encouraged"

P.P.S. Are you going to watch Season 5?

Talking truth on leadership, growth & product marketing | 5x founder | 3x exits |

This is why product marketing matters

😂

"Nah man don't buy AirPods"

"You need the Sony WH-1000XM5-WHCH 720N-WF1000XM5-CH520"


Sony product naming meeting:

Engineering: "We're launching 4 new headphone models. WH-1000XM5, WHCH 720N, WF1000XM5, and CH520"

Product Marketing: "That's not a name, that's a license plate"

Engineering: "We should bring in OpenAI. They're good at naming"

Product Marketing: "The people who named their models GPT-3.5-turbo-16k-0613 and text-davinci-003?"

Engineering: "See, they get it"

Product Marketing: "You both need help"


Meanwhile at Apple:

Engineering: "We're launching new headphones"

Product Marketing: "Call them AirPods"

Engineering: "What about the premium version?"

Product Marketing: "AirPods Pro"

Engineering: "And the over ear ones?"

Product Marketing: "AirPods Max"

Engineering: "That's it?"

Product Marketing: "That's it"


** scene **

Happy Weds, hope you enjoyed this skit haha

Give Maria Nimfuehr  an oscar for this

😂



The stages of every product launch.

10/10 visualization hahah.

 
 
Maria's POV:

"You're a founder. You successfully raised from VC. Do you think you nailed your value proposition and positioning?

There is one serious mistake that tech companies make. In their minds, how they pitch their product to investors and how they sell it to customers are the same. 

But they are not. Why?

When pitching to investors, founders are expected to sell the vision ✨ Convince a group of skeptics that they are the ones who will grow to $100M ARR very quick. 

All works towards this goal: they are selling the 𝗙𝗜𝗡𝗔𝗟 vision of the product, showing how big is the market and how customers lie awake in the night dreaming of buying their solution. Founders are selling the future, what they will become when they grow up 👦

In reality?

The product is often in the early stage and it can't do all that you promised to investors. When users try it, they quickly find out that your 'data powerhouse rocketship' is just a buggy, scrappy MVP. And they leave.

Your positioning, messaging and value prop for users should be focused on 𝗣𝗥𝗘𝗦𝗘𝗡𝗧. What your product can do today that solves my problem? Why should I choose you over alternatives NOW? If it's valuable to me, I will buy it."

---


👋 P.S. Make sure you give Maria a follow!

Still laughing at this, well played hahah

No alternative text description for this image

Is this Stella's best ad?

"The Other David" 😂


Fun fact for you:

Matt Damon has been partnered with Stella for a decade

Their first few campaigns didn't hit as well

But recently they've had a ton of winners

Bc of the power of compounding


Quick SaaS analogy for you:

Too many founders obsessed over acquisition.

All they wanna do is grow net new leads, and they end up having terrible churn or trying to inflate their net rev retention or say it's not regrettable. But I see this pattern all the time, especially in the product marketing world because there's a lot of partnership / integration announcements


How it usually goes:

Company announces a splashy partnership

Big press release. Co marketing.

6 months later, crickets.

And...

12 months later, they've moved on to the next shiny partnership

Rather than trying to double down to make it work better

They push forward onto the "next" launch



Friendly reminder:

If your first launch didn't go as planned...

re launch it AGAIN

There's this default psychological bias that people have where we think people are paying more attention than they are, and therefore we make emotional decisions like, "Oh, I can't re launch this again. People will think that I messed up the first one"

It's called the spotlight effect.

We overestimate how much others notice our actions.


My final 0.02 for you:

Don't be afraid to relaunch your launches

And invest in your partnerships ✌️

Talks about #product, #strategy, #marketing, #positioning, and #productmarketing

Hey PMMs, stop. Read this.

🔥 analysis by Jason Feifer:


Celsius struggled for years — because of a CRITICAL MISTAKE that many brands make:

It was selling the wrong benefit.

In this case, Celsius spent years screaming “BURN CALORIES!”

Problems:

❌ CONFUSION (how does a drink burn calories?)
❌ EMBARRASSMENT (would you carry that around?)
❌ SACRIFICE (the can says little about flavor)

In short, Celsius only reached people who want to sacrifice and diet — instead of people who want to enjoy themselves and feel healthy.

Now look closely at its new can, and the fixes it made:

✅ ENJOYMENT (flavor takes the spotlight)
✅ PRIDE (premium design, new “Live Fit” tagline)
✅ HEALTH (claims are small and refined)

Think of it like a conversation. Celsius used to open the conversation with a bold health claim — which turned most people off.

Now Celsius opens the conversation with enjoyment and lifestyle — and THEN, once people are intrigued, its health claims make them feel good.

In 2023, Celsius netted $1.3 billion in revenue.

Don’t ask, “What makes me unique?” Instead, ask “Am I meeting people where they are?” That distinction is EVERYTHING.


--

👋 P.S. Make sure you give Jason a follow!

Editor in Chief @ Entrepreneur Magazine | Keynote Speaker | I help people navigate change with clarity

Justin Prest

Real leaders are kind in hard times.

Not tough. Why?


Codie A. Sanchez said it best:

"The strongest are often the kindest"


A lesson I've learned scaling companies.

Your culture is NOT defined in the good times.

It's forged in the hard ones.



You WILL 100% have scaling pains.

It's not a question of IF.

It's a question of WHEN.


Those times will be your true test for culture.

One of the biggest culture killers?


"Office Politics"



Where promotions aren't based on merit.

But who can play the games better.

It's one of the fastest ways to lose your top talent.

Don't be this company...




It's a big reason why we've had 6+ loopers.

(Loopers = people who quit and return 🔁)


The # 1 reason they tell me when coming back?

Trust 🤝

They trusted our leaders.
They trusted our processes.
They trusted we had their back.
They trusted we wanted them to grow.


That comes from psychological safety.

That comes from your leaders.


Find people who will be kind in hard times.

I've found it makes ALL the difference.

Invest in those leaders.

Investing millions in Main St businesses & teaching you how to own the rest | HoldCo, VC, Founder | NYT best-selling author

Kandace Kaylor Espinosa

🚨

New lingo alert


"That's AI"

is now kid slang for "I don't believe you"


Personally, I'm happy to be done with "that's cap"

Just saying haha


Think about the trust environment you'll be marketing to with this generation in the next decade. 

Pretty much an entire generation is being trained to assume anything too polished, too perfect, or too good to be true was probably generated by a robot

And they're not wrong to be skeptical.

I wouldn't be surprised if we saw hyper specific "craft" forward style marketing become more and more popular in the upcoming years


How I think about it:


✅ IN

Specific numbers where you own your place in the market. 
Let's say you're actually # 2, own that and show that you offer better service or whatever your unique differentiator is versus the larger category leader


❌ OUT

Vague claims like "we're the # 1 category leader"



P.S. What other lingo are you seeing? Lmk below

Give the PlayStation marketing team a raise

👏


All part of their larger campaign

"It Happens on PS5"

TLDR of what their team shipped so far:

Three cinematic short films. Physical installations across 20+ markets. A life size spaceship crashed in Brisbane. UFOs landing in Australia, Spain, and Germany. Mysterious creatures appearing in Mexico, Italy, and the UK. A giant Demon Sumo Wrestler stopping trains at Ryogoku Station in Tokyo.

Zero gameplay footage shown btw

Instead...

They built a creative engine that could execute across multiple formats, markets, and mediums simultaneously. This took months of planning. Dedicated creative partners. In market production teams. Local market expertise for cultural relevance.

According to Isabelle Tomatis VP of Global Marketing at Sony, the campaign draws from five years of fan engagement where millions of players posted clips capturing their reactions during gameplay.

Translation: They built creative around customer emotion, not product specs.



My 0.02 for you PMMs:

The gap between good and great launches is widening.

And it comes down to one thing.

Creative firepower.


With tools like Cursor, Lovable, and Replit compressing build cycles, shipping velocity has gone through the roof. What used to take 6 months now takes 6 weeks for some products.

But here's the problem:

Everyone can ship faster.

So the products themselves become less differentiated.



Which means creative becomes your moat.

The brands investing in creative partnerships and dedicated launch production will dominate the next 3 years. The brands treating launches like a blog post and some social posts will get buried.



We saw this at The Alliance earlier this year btw.

We tested 24 different ad variations.

The ads with actual people speaking and images from past events outperformed generic text ads by 2.4x in engagement. All bc we were able to tap into more story driven content and some nostalgia from prev events.

That's why I'm a big believer every product marketing team should have a dedicated in house agency or external partner that's solely dedicated on a creative firepower for their launches because it's going to get harder and harder to win attention. 

Brand is one of the remaining moats you have.

Invest in it ✌️

“Cursor Parking Lot"

I'm stealing this immediately 😂



Quick practical POV for you:

If you've ever had 17 cursors in your launch gdoc at the same time, you know this pain.


Product wants to explain the technical architecture

Your CEO's neighbor who works in SaaS has thoughts

Sales wants to add "enterprise grade"

Somehow everyone has edit access


That's the beauty and the pain of Product Marketing

You do get a ton of valuable input

But there is a ton of it...



Tamara Grominsky has my fav definition of PMM:

"Product marketing is the voice of the market to your product. And the voice of the product to your market. It's a two way street."


The more cursors in your doc?

The weaker your POV becomes.

Unless...

You take the hard stance on shaping it to have conviction.

Your job as a PMM is to draw the hard line.

Get people to disagree and commit.

Not disagree and wordsmith until your messaging reads like it was written by 14 different people where it loses any emotional impact.


So don't be afraid to say "No" and push back.

Long term, you'll be respected for it.

And your messaging will be better.

Tom Cruise who?

"Mission Implausible"


For their 2021 iPad Pro launch, Apple created this campaign with Tim Cook as a thief stealing the M1 chip to put it in the new iPad

Tim Cook's smug grin at the end is still a meme

Just used it a few weeks ago 😂


But...

Tim Cook isn't active on LinkedIn

The amount of followers that he could have grown even if they had a small team just repurposing clips of content he had already created would be absolutely massive. Another mega distribution channel that would organically compound and grow every year. 

Yet they're not doing it. 


I can already see what some of you might be saying in the comments: 

"Apple doesn't need more distribution. They're one of the best known brands in the market."

Sure. Agreed.



But is your brand?

99% of marketers don't have that luxury Apple does.


Now ask yourself:

How active is your founder on LI?


I've been posting at least 8 to 10 times per week for years since launching The Alliance. 

Every single week. 

That's a big part of how we've been able to scale to become the UK's # 1 Media Company.


FYI, reports have came out that Apple is ramping up succession planning. 

Tim Cook could step down as early as next year after 14 years as CEO.

Here are the contenders according to the WSJ:

1) John Ternus
2) Craig Federighi (no profile)
3) Eddy Cue
4) Greg "Joz" Joswiak (no profile)

Some are active on other platforms.

But not active on LinkedIn.

Missed opportunity imo.



My 0.02 for you:

Not every CEO needs to do a heist video.

But every CEO should be sharing their POV.

Invest accordingly in 2026.

Yikes 😅

We're in the backlash phase of AI adoption

If you're familiar with the stages of grief, there's denial, anger, bargaining, depression, acceptance and I see a pretty similar pattern across the state of AI in the market today

Anything that fundamentally changes the fabric of society goes through similar stages. Right now? We're deep in the anger phase with AI.

Friend ads in subway stations are getting vandalized

AI generated content is getting trashed publicly

There's a lot of negative sentiment building


But...

Not every AI fail is as obvious as this mural

Your marketing team might be cranking out 100 variants of AI generated ads. 

Some of them end up pretty weird. But you don't have your eye on it because you're focused on the launch let's see

You won't always get direct public feedback

But your brand is prob silently taking a hit still

You get quiet brand erosion


Now...

I'm a big believer that AI is enabling the right creatives and product marketers to be so much more empowered than they were before.

BUT

you need guardrails.

Especially when teams outside of marketing are now freewheeling with gen ai tools to create assets themselves to "speed up the process" 😅



Ex:

Your sales team can now create assets independently.

But should they? Without your review?



Your CSM can generate a customer case study in 2 minutes.

But is it accurate? Does it match your positioning?



Friendly reminder:

AI speeds up content creation

But it doesn't speed up quality control

You still need to apply your taste at scale for that

AKA...

You need MORE oversight now because the volume is higher



--

P.S. What's the worst ai slop you've come across so far?

BMW turned their competitors into free advertising.

The full campaign playbook for you:



To celebrate their 100th anniversary, BMW set up a free toll lane on Moscow's M11 highway. The barrier used visual recognition to spot BMW logos and let them breeze through without paying.

Over 300,000 BMW drivers got free rides all summer.

Then Audi and Mercedes drivers got jealous.

They wanted the free pass too.



So what did BMW do?

They published printable BMW logo stickers on their social pages. Custom sized to cover competitor badges. Mercedes owners could slap a BMW roundel over their star and glide right through.

Read that again.

BMW got Audi and Mercedes drivers to voluntarily cover their own logos with BMW branding. And drive around Moscow as free mobile billboards.

So so good 😂


The results:

4 million cars saw the exclusive BMW lane. 15 million media impressions. 70+ articles in 2 days with zero paid media. And brand awareness among competitor owners went from 30% to 33%.

The kicker?

Mercedes responded months later by offering free airport parking to premium car owners but it wasn't nearly as effective.

BMW set the playbook and competitors followed.



My 0.02 for you PMMs:

We're entering a new era where product velocity is accelerating faster than ever. AI is compressing build cycles. Launches are happening weekly. The brands that win won't be the ones with the best product announcements.

They'll be the ones with the most creative distribution.

BMW didn't run a billboard campaign about being 100 years old. They created an experience that made competitors WANT to participate. And turned that participation into owned media.

This is the kind of thinking PMMs need to bring to competitive strategy. Not battlecards. Not feature comparisons. But stunts that flip the script entirely.


Find your M11 highway moment.

Make it impossible for competitors to ignore.

Then invite them to join ✌️



P.S. What's your take on this?

Tell me you're a PMM

without telling me...



SCENE: Monday morning standup

CEO: "Hey can you make this deck pretty before the board meeting?"

PMM: "Sure, what's the strategic narrative you want to convey?"

CEO: "No no, the content is done. I need you to move some boxes around. Maybe add a gradient?"

PMM: ** stares in $150K salary **

CEO: "Also can you make the logo bigger?"

PMM: "I have a competitive battlecard presentation in 20 minutes that could impact $2M in pipeline."

CEO: "Perfect, so you can do this after?"




Meanwhile in the group chat:

Sales: "Why don't we have updated competitive intel?"

PMM: "I was adding drop shadows to a pie chart."

Sales: "..."

PMM: "It's a very important pie chart."




My 0.02 for you:

If your PMM is spending hours on deck formatting, you're essentially hiring a surgeon to do bandaid duty.

Product marketers should be in the room SHAPING the narrative.

Not choosing between Helvetica and Arial.

The cost of misallocating PMM time shows up in your win rates, your positioning gaps, and your launch performance.

Not on a line item anyone tracks.

Which is why it keeps happening.


--


P.S. Tag a PMM who needs a laugh 😉

Just say no

Great POV by my friend Aatir Abdul Rauf:

"Will we see pure SaaS products opening retail stores in the future?"


I had this debate with a friend the other day that started as a joke.

Our first reaction was that it's not in any GTM playbook because it's a money burner. 

At the same time, we agreed that physical spaces do something digital can't.

In a world of vibe-coded apps, presence is a differentiator. You interact with a human, create outcomes in real-time, and trust hardens. 

We talked about Apple. Yes, they sell hardware, so it makes a lot more logistical/financial sense for them. But their retail experience accelerated their journey towards becoming a lifestyle brand. 

Could a SaaS store create that same feeling?

After all, SaaS brands already invest in non-digital advertising.

→ ClickUp plastered ads on buses.
→ Artisan ran billboards across SF. 
→ Ramp pulled off that giant marketing stunt in the middle of NYC. 

And at big conferences, you see these brands spending through the nose for elaborate exhibitor booths.

Those moments create something. 

Brand recognition jumps. 
People remember the experience. 
The product stops feeling "fungible".

A retail store can deliver that year-round, but obviously NOT if the math doesn't work out. 

We realized this works only for larger SaaS brands.

→ You need massive scale. Probably relevant for products with $500M+ revenue minimum. Think Canva, Hubspot, Slack.

→ Location discipline is everything. A 2,500 sq ft store in NYC's Flatiron runs about $1.5M per year, all in. If you pick vanity locations, the math collapses.

→ The store must produce measurable conversion lift or direct revenue to justify the burn.

For that to happen, it can't just be brand theater.

The store has to be an education and services studio first, a showroom second.

Example:

→ Canva would run paid design workshops and operate an on-site print lab for business cards and event materials. That's potentially $900k in annual services revenue.

→ Slack and HubSpot would turn the space into a solutions center. Workflow clinics. CRM migration sessions. RevOps audits. The goal would be to land 1 enterprise customer per month or 8 to 10 mid-market deals at $100k to $200k each. 

In other words, the store adds to the pipeline, not just awareness.

But what would happen at these stores?

Some ideas we riffed:
→ Canva could host stations where you design and print stuff live.
→ Slack runs workflow labs where entire teams optimize their Slack setup in real time.
→ One-on-one CRM sessions where staff sets up a HubSpot instance for a small business owner. 
→ Certification programs with expert coaching and exam days
→ Paid workshops that turn casual users into power users
→ Events that build community and turn customers into evangelists

I don't know. Maybe we're making no sense.

But curious about this
Would a retail store change your perception of a product? 
Or is there genuinely no utility here?
--

P.S. What's your take?

Every GTM team has the master spreadsheet.
You know the one.

47 tabs.

Lives in 6 versions across Slack.

Formulas that break if you breathe near them.


Honestly?
Excel is not my bag.

I respect people who love it.

But I’m not that person.

❌ I don’t want to spend Tuesday writing VLOOKUPs.
❌ I don’t want to spend Wednesday fixing them.
❌ I don’t want to be the person who sorts one column and ruins everything.

I just want to ask questions and get answers.

That’s it.


That’s why I’ve been using Rows.com

👉 You upload invoices or CSVs.
👉 It extracts everything into clean tables.
👉 You connect GA4, Google Ads, Stripe, whatever you use.
👉 It unifies the data.

Then you just ask questions in plain English.

“What’s our CAC by channel this quarter?”
“Which campaigns drove the most revenue?”


It builds the dashboard. Keeps it fresh automatically. 

No formulas. 

No fragile links. 


Because the real work isn’t building the report - it’s making decisions with it.

Try Rows’ AI Analyst free 👇 

https://www.rows.com 
 

P.S. If your master spreadsheet has a name, I want to hear it. 

Drop it below.

The Kardashians put colostrum on trial 😂

One of the smartest launch formats I've seen this year


TLDR for you:

The Kardashians just launched a colostrum supplement. To do it, they created a full courtroom drama with a witness stand, a cross examination, objections flying, and Khloe Kardashian grilling someone about gut health like she's Harvey Specter haha

The whole thing plays like a 90 second legal thriller

It creates INSTANT stakes without heavy production


You get drama baked into the setting. A witness under oath automatically creates tension. Cross examination lets you rapid fire through objections and value props. The format does half the work for you.

Total production requirements? A desk, two chairs, maybe a gavel from Amazon. You can shoot this in a conference room.

That's why I loveee this launch format

(You should steal it for one of your launches)


It lets you tackle objections head on too

Every product has skeptics. Every launch faces pushback. The courtroom format lets you address this directly through the cross examination structure.

Kardashians used it to hit objections about colostrum supplements:

"Isn't this just another wellness trend?"
"Why should I trust this?"
"Where's the science?"



👋 P.S. Tag a marketer who should see this

"What's your enterprise pricing?"

** 3 demos and 18 hours later **


Enterprise pricing is HARD to get right.

You have to strike the right balance.

Transparency vs Personalization.


But...

What if you could do both?

Smart companies like Dropbox use

🚨 "Domain Detection"


It lets them personalize pricing pages in real time.

You can set up a simple split like this

👇


1) Gmail visitor?
Here's your personal plan


2) Company email?
Let me show you team pricing


3) Fortune 500 domain?
Enterprise features appear front and center



You can't always get it right.

But it's a meaningful way to personalize at scale.



--


👋 P.S. Thoughts PMMs?

How do you find that sweet spot?

(SOUND ON 🔊)

"None of that prebiotic bullsh!t"


First off, hilarious creative launch

This week I found a handful of my favorite launch campaigns because I really do believe that the number one differentiator for product marketing teams going into 2026 to get attention is having a dedicated creative unit that can make their launches stand out. 


Why?

Bc your audience feel like Bilbo Baggins


Remember this quote from him in LOTR?

"I feel like butter spread over too much bread"

That is your audience today

Getting bombarded with new launches

With tools like Cursor, Lovable, and Replit compressing build cycles from 6 months to 6 weeks, everyone can ship faster. Which means more products hitting the market. More launches flooding feeds. More noise.

But attention?

Attention is strapped

Your buyers are already drowning

I've seen more new saas tools launch in the last 3 months than I have in all of 2024 and this feels like its only going to speed up 



You cut through with fun launches like this

Fun, clever, and quirky

With the fast facts



Can you guess who the bearded guy is cursing?

That's Justin Theroux btw haha

Justin said: "True to who he is, the campaign is no exception, poking fun at himself and the larger celebrity brand landscape to get the message across that Stiller's is offering good, classic sodas to the people"

Ben's launch vid parodies 1980s celebrity endorsement ads with ASMR style whispers interrupting his pitch. Shot with ridiculously expensive lenses using vintage filters The campaign pokes fun at celebrity brand culture while still selling the product

Hilarious. Memorable. Information.

Checks all the boxes imo


Happy Friday y'all!

✌️

AI content is starting to feel like fast food. 
Quick. Cheap. 

And you regret it the second you look at it twice.


If you’re a PMM, you already know the pain. 👇

You need content fast.

Your product evolves every week. 
Your designer is juggling 14 requests.

So someone on your team proudly says they were able to pull together the product video you needed for your feature launch.

You open it.

And you can smell the AI from a mile away.


So everyone jumps in to fix it… 


Tweak the images. 
Re-cut the transitions. 
Rewrite half the script.

By the time it looks usable, you could’ve just made the thing properly from scratch.

That’s the real gap right now.
 
✅ Speed is incredible.
❌ Quality is sometimes not.

I’ve been playing around with Arcades new Creator Studio and the thing that stood out is simple: 

It doesn’t feel like generic, off-brand AI slop. 

It feels like something a designer actually touched.

You pull in your brand kit.
Record a quick screen.
Hit generate.

It's pretty awesome. 

If you want to check it out, I would seriously recommend giving it a go: https://lnkd.in/eknG8utK

Who else feels overwhelmed with AI right now? ☝️

One day you finally get the hang of a tool.
You use it to write a cleaner brief or map out a GTM plan faster.

Great. Progress.

Then the next day there’s a new model. A new workflow. A new tool. 

A colleague automating half their life. 

Someone else sharing a prompt that “changes everything.”

And suddenly it feels like you’re behind again.


Most PMMs I speak to aren’t struggling with AI itself.

They’re struggling with the volume of advice, tools, and opinions. 

It’s hard to know what actually matters for the work you do every day.

The AI for Product Marketing Certification from Product Marketing Alliance is built to solve that: https://lnkd.in/eGd78UUn

It gives you practical, grounded ways to embed AI into your positioning, research, segmentation, messaging, and GTM strategy 

(without losing the human judgment the role depends on.)

And  because the landscape keeps shifting, it’s a working certification that updates continuously as new models, best practices, and workflows emerge.


Here’s the curriculum:

👉 AI foundations for PMMs
 Clear principles for using models effectively and responsibly 

👉AI and strategy
 Hands-on lessons rebuilt around AI-assisted workflows.

👉Embedding AI into your process
How to build systems, habits, and measurement frameworks that make AI sustainable 

👉Future-proofing your skillset
How to adapt as tools evolve and strengthen the parts of the role that still rely on you.

👉AI case studies
Real examples from PMMs at Google, HP, Nokia, and GitLab.


❌ The goal isn’t to automate everything.

✅ It’s to make your work sharper, faster, and more strategic - without the constant feeling that you’re playing catch-up.

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Richard King's Linkedin Analytics

Performance ScoreRichard King's LinkedIn Performance

Richard King's Best Posts (last 30 days)