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

#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 intelPractical ways her team is using AI to reduce content workload, cut freelancer spend, and increase speed-to-marketHow 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 (02:42) - – What product marketing owns today (06:29) - – Launch and learn vs launch and leave (07:39) - – How PMM drives company strategy (11:04) - – Aligning teams around growth levers (14:39) - – Gathering customer and market intel (18:44) - – Quick, AI-powered research tactics (20:24) - – Sharing insights across the org (24:23) - – Real examples of AI in use (27:43) - – Eliminating freelancer spend with AI (29:23) - – What to feed AI to get results (32:13) - – Coaching teams to use AI well (35:43) - – Weekly AI spotlights and team habits (37:58) - – Building a team-wide AI culture (41:28) - – Setting realistic AI expectations (45:13) - – Example prompts and experiments (47:30) - – The role of community and mentorship (53:43) - – Final thoughts and wrap-up Send guest pitches and ideas to hi@exitfive.com Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter Check out the Exit Five job board: https://jobs.exitfive.com/ Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today’s episode is brought to you by Walnut. Why are we spending all this time on marketing… just to push buyers to a “Request a Demo” button? Even if they’re interested, no one wants to click that. No one wants to “talk to sales.” They just want to try the product for themselves! Good news: now they can - with Walnut. Walnut is the interactive demo platform for marketers who are done hiding their product and want to put it front and center. You can build guided, self-serve demos in minutes. No engineers. No developers. No waiting. Embed them on your site. Drop them in emails. Let buyers explore your product on their terms - at any stage of the funnel. And the best part? You get the data. See what features prospects are engaging with, where they drop off, and what’s actually driving pipeline. 500+ companies use Walnut - including Adobe and NetApp. Their teams save 400+ hours a year building demos… and have prevented over 1.5 million minutes of bad ones. So if you want to drive more leads, shorten sales cycles, and actually show your product, go check out Walnut.io (and tell their team you heard about it on the Exit Five podcast!).