AI becomes useful when it helps you focus, not when it adds more noise.

Zak Cherif, Head of Product Marketing at KeyShot, joins Jarod Greene to discuss how he is navigating a shift toward product-led growth while maintaining consistent messaging across a complex sales motion. He explains the challenge of supporting multiple sellers, industries, and use cases without losing clarity.

Zak explains how AI assists his team in enriching data, validating ideal customer profiles (ICPs), and generating better messaging options without increasing headcount. He also emphasizes the importance of collaborating with diverse sales teams and highlights that understanding how people work is just as critical as the messaging itself.

This episode provides a practical perspective on how product marketers can leverage AI to simplify complexity and maintain a customer-first approach as they scale.

In this episode, you’ll learn:

• How to validate ICP faster – Use AI to improve targeting with better data
• Why sellers need different support – Adapt content to how each seller works
• How to stay customer first – Keep decisions grounded in real customer needs

Things to listen for:
(00:00) Introduction

(01:35) Staying customer first in product marketing

(02:22) Shifting toward product-led growth

(03:06) A surprising AI use case in fantasy football

(04:32) When AI became mission-critical

(05:00) Using AI for data enrichment and ICP clarity

(06:00) Scaling messaging across many permutations

(07:38) Finding the right problems for AI to solve

(09:26) AI tools for working faster with limited resources

(10:38) Supporting different sales styles with content

(12:41) Balancing consistency with sales autonomy

(14:25) Practical advice for getting started with AI

(15:34) Building AI features that support creativity, not replace it