Unless you’ve been living under a rock, or have no access to the internet, you’ll have heard of ChatGPT and its recent takeover of the AI space.

But for those of you who aren’t familiar with what it is, allow me to explain…

In this article, I’ll be covering:

Plus, how to use ChatGPT for:

What is ChatGPT?

ChatGPT is a virtual assistant powered by OpenAI’s GPT language model. First introduced in 2018, it’s since advanced into the GPT-3 model we know today.

ChatGPT has spurred hundreds of conversations around the world on the extent of its abilities, whether it’s going to take over our jobs (spoiler: likely not), and how we can use it to finetune our strategies and alleviate our workload.

So, in relation to the latter question, how can you, as product marketing professionals, use ChatGPT within your role to make your lives easier?

I figured we’d get a bit meta and ask ChatGPT directly.

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How can ChatGPT support product marketers?

After some experimentation, I discovered a range of use cases in which product marketers can use ChatGPT to improve their product marketing strategy.

These five areas included:

  • Market research
  • Content creation
  • Competitive analysis
  • Customer engagement
  • Sales enablement

*It's important to remember that ChatGPT isn't a search engine, so you will need to take its answers with a slight pinch of salt and do your own research to back up this method.

What to consider when using ChatGPT prompts

To help ChatGPT understand your requirements and exactly what you need from it, here are some tips on how to word the prompts effectively:

  1. Be clear and concise: Avoid using ambiguous language or jargon that may be difficult for ChatGPT to interpret. Provide clear instructions or questions that are easy to understand.
  2. Provide context: Give it some background information about the topic or task at hand. This can help ChatGPT better understand your needs and provide more relevant and accurate responses.
  3. Be specific: Provide specific details or examples to help it understand what you're looking for. This can help it generate more relevant and useful responses.
  4. Avoid assumptions: Don't assume that it knows what you're talking about. Even if the topic or task seems straightforward, provide as much context and detail as possible to help ChatGPT fully understand your needs.

How to use ChatGPT for market research

When I asked ChatGPT how it can support with market research, it said: “I can help product marketers to identify their target audience and understand their needs and preferences through market research.

“By analyzing data and consumer behavior, I can provide insights informing product development, pricing strategies, and marketing campaigns.”

Use case example

Suppose a company’s planning to launch a new line of organic snacks. They may want to conduct market research to understand customer needs.

ChatGPT can help by conducting surveys, analyzing social media conversations and reviews, and researching industry reports to gather data on consumer preferences for organic snacks.

Based on the data collected, ChatGPT can provide insights such as:

  • Age groups that are most interested in this type of product
  • The most popular types of organic snacks
  • Preferred flavors and ingredients
  • Price points that consumers are willing to pay

These insights can then inform product development decisions, such as which types of snacks to produce and what ingredients to use.

Plus, pricing strategies can be developed based on the price points that consumers are willing to pay. Marketing campaigns can also be designed to appeal to the target audience's needs and preferences, using messaging and visuals that resonate with them.

ChatGPT prompts for market research

Here’s a prompt you could use to help with your market research:

“I need you to assist me in conducting market research for a new product that is [explain product].

“Please provide insights on the age groups that are most interested in [product], the most popular types of [product], preferred [features] for [product], and price points that consumers are willing to pay for [product].

“This information will be used to inform product development decisions, pricing strategies, and marketing campaigns that appeal to our target audience.”

Prompt in action

Using the prompt I created, I used it to help with our hypothetical use case of organic snacks that I mentioned previously. This is what ChatGPT said:

ChatGPT answer which says: Sure, I can help you with that. Here are some insights on the market for organic snacks: Age groups interested in organic snacks: The age group most interested in organic snacks tends to be millennials (aged 25-39) and Gen Z (aged 18-24). However, there is also a growing interest in organic and healthy snacks among older age groups. Most popular types of organic snacks: The most popular types of organic snacks include nuts, seeds, dried fruits, granola bars, and popcorn. Other popular options include veggie chips, kale chips, and fruit snacks. Preferred flavors and ingredients for organic snacks: Consumers tend to prefer organic snacks that are low in sugar, salt, and fat. Popular flavors include sea salt, cinnamon, chocolate, and spicy flavors. Consumers are also interested in organic snacks that are made with natural and recognizable ingredients such as fruits, nuts, and whole grains. Price points for organic snacks: The price point for organic snacks varies depending on the type of snack and the brand. Generally, consumers are willing to pay a premium price for organic snacks because they value the health benefits and the use of natural ingredients. However, the price point should be reasonable enough to be accessible to a wide range of consumers. On average, organic snacks range from $1 to $3 per serving.

You can then ask it to expand on any points, as outlined below:

ChatGPT answer which says: Sure, here is some more information about the age groups that are most interested in organic snacks: Millennials: Millennials, also known as Gen Y, are a generation that values health and wellness, sustainability, and social responsibility. They are more likely to seek out organic and natural products, including snacks. Many millennials have busy lifestyles and prioritize convenience, which makes snacks a popular choice for them. Gen Z: Gen Z, also known as the post-millennial or iGen generation, is the youngest consumer group that has emerged as a major market for organic snacks. Gen Z is known for being more health-conscious, eco-friendly, and socially aware than previous generations. They are also more likely to be interested in plant-based diets and sustainable food systems. As a result, organic snacks that are vegan, gluten-free, and made with sustainable ingredients are particularly appealing to this age group. Older age groups: While millennials and Gen Z are the primary consumers of organic snacks, older age groups are also becoming interested in healthier snack options. As people age, they tend to become more health-conscious and interested in preventative health measures. This has led to a growing demand for organic and natural products among older consumers who are looking for snacks that are nutritious, tasty, and convenient. Overall, the market for organic snacks is diverse, but the primary consumers tend to be younger generations who value health, sustainability, and social responsibility.

How to use ChatGPT for content creation

When asked how ChatGPT could support content creation, it said: “I can assist product marketers in creating compelling and engaging content that will resonate with their target audience.

“From product descriptions to blog posts to social media content, I can help generate ideas, craft messages, and optimize content for SEO and other marketing channels.”

Use case example

ChatGPT can provide valuable ideas for showcasing the features and benefits of products in a way that appeals to potential customers, making them more likely to purchase.

Not only that, but it can also help with crafting messages for blog posts or social media content that aligns with a company's brand voice, ensuring consistent messaging across all marketing channels. The team can optimize content for SEO and other marketing channels, improving its visibility and reach among potential customers.

ChatGPT can provide valuable assistance with product marketing content creation, from ideation to optimization. This can help companies to achieve their marketing goals and drive sales, ultimately leading to business success.

ChatGPT prompts for content creation

“I need you to assist me with content creation for a new product launch at [company name].

“We need assistance with creating product descriptions for our website, as well as crafting messages for blog posts and social media content that aligns with our brand voice and optimizes content for SEO and other marketing channels.

“Please provide three ideas for how to showcase the features and benefits of our product in a way that will appeal to potential customers, and ensure that our messaging is consistent and effective across all channels.”

Using this prompt, here’s the feedback generated from ChatGPT:

Answer from ChatGPT which reads: Certainly, here are three ideas for showcasing the features and benefits of your new product launch: Highlight the Unique Value Proposition: One effective way to showcase your product is by highlighting its unique value proposition. This can be done through a feature comparison chart that shows how your product compares to your competitors. You can also create a video or explainer that showcases the unique benefits of your product, such as how it solves a specific pain point or saves customers time and money. Use Customer Testimonials and Case Studies: Another effective way to showcase your product is through customer testimonials and case studies. This can be done through blog posts or social media content that features customers who have used your product and achieved positive results. By sharing real-life success stories, you can provide social proof and increase trust in your brand. Provide Educational Content: Lastly, providing educational content that showcases the features and benefits of your product can be a great way to attract potential customers. This can be done through blog posts or social media content that provides tips and advice on how to use your product, as well as showcasing its benefits. You can also create instructional videos that showcase how to use your product, and provide tips and tricks for getting the most out of it.

I then asked it to expand on the final point and give me three pieces of educational content that’d be impactful. ChatGPT said:

ChatGPT answer which reads: Sure, here are three pieces of educational content that can be useful for showcasing the features and benefits of your new product launch: How-to Guides: Creating how-to guides is an effective way to showcase your product and educate customers on how to use it. These guides can be in the form of blog posts, videos, or infographics. For example, if your product is a marketing automation tool, you could create a how-to guide that walks customers through setting up automated email campaigns. Tips and Tricks: Sharing tips and tricks for getting the most out of your product is another useful form of educational content. This could be in the form of a blog post or social media post that provides advice on how to use your product more efficiently or effectively. For example, if your product is a project management tool, you could create a blog post that provides tips on how to stay organized and on track when managing multiple projects. Case Studies: Case studies are a powerful form of educational content that showcase how your product has helped other customers achieve their goals. These can be in the form of blog posts or videos that feature real-life examples of customers who have used your product successfully. For example, if your product is a CRM tool, you could create a case study that highlights how a specific customer was able to increase sales and improve customer satisfaction by using your product. By creating educational content that showcases the features and benefits of your product, you can not only attract potential customers, but also provide value to your existing customers by helping them get the most out of your product.

How to use ChatGPT for competitive analysis

ChatGPT said: “I can help product marketers to stay up-to-date with their competitors by monitoring their marketing efforts, product launches, and industry trends. By analyzing this information, I can help product marketers to identify areas of opportunity and potential threats to their business.”

Use case example

ChatGPT can provide assistance to companies looking to analyze their competitors in order to identify areas of opportunity and potential threats. With expertise in analyzing competitor websites, social media accounts, and advertising campaigns, the team can provide valuable insights that can inform marketing and business strategy decisions.

By identifying areas of opportunity and potential threats, companies can make informed decisions about which products or services to promote, and how to differentiate themselves from competitors. This can help to strengthen their market position and drive business growth.

ChatGPT prompts for competitive analysis

“I need you to assist with conducting a competitive analysis of our industry, which is [explain industry].

“We need help analyzing competitor websites, social media accounts, and advertising campaigns to identify areas of opportunity and potential threats to our business.

“Please provide three examples of how we can differentiate ourselves from our competitors, who are [list three competitors], and inform our marketing and business strategy decisions.

“We also need five recommendations on which products or services we should promote based on our analysis."

Following this prompt pattern, I used ‘Fitness’ as the industry, and listed MyFitnessPal, Fitbit, and Peloton as my competitors. ChatGPT said:

Answer from ChatGPT which reads: Certainly, here are three examples on how you can differentiate yourselves from your competitors: Offer a unique fitness experience: One way to differentiate yourself from your competitors is by offering a unique fitness experience. This could be through offering personalized workout plans, group fitness classes that focus on a specific style or type of workout, or a fitness program that is tailored to a specific demographic such as seniors or new mothers. Emphasize community: Another way to differentiate yourself is by emphasizing the importance of community. You could create a social platform for members to connect, offer group workouts or fitness challenges, or organize community events to bring members together. Focus on education and support: A third way to differentiate yourself is by focusing on education and support. You could provide members with resources on nutrition, exercise, and wellness, offer personalized coaching or consultation services, or create an online forum where members can ask questions and receive support from certified professionals.
Answer from ChatGPT that reads: Here are five recommendations on which products or services you should promote based on your analysis: Personalized workout plans: Based on the differentiation strategy of offering a unique fitness experience, you should consider promoting personalized workout plans that are tailored to each individual's fitness level, goals, and preferences. Group fitness classes: If you choose to emphasize community, you should promote group fitness classes that focus on a specific style or type of workout. These classes can help members connect with each other and build a sense of community. Nutrition and wellness resources: If you choose to focus on education and support, you should promote resources on nutrition, exercise, and wellness. This can include articles, videos, podcasts, and other resources that provide information on healthy living and lifestyle habits. Fitness challenges: Fitness challenges can be a great way to engage members and encourage them to reach their fitness goals. You could promote challenges that focus on specific areas of fitness, such as strength training or endurance, and offer prizes or incentives to encourage participation. Personal coaching and consultation services: If you choose to focus on education and support, you could offer personalized coaching or consultation services. This can include one-on-one sessions with certified fitness professionals, personalized workout plans, and nutrition consultations.

How to use ChatGPT for customer engagement

ChatGPT said: “I can assist product marketers in engaging with their customers through social media, email marketing, and other channels. By providing personalized responses and valuable information, I can help build customer relationships and improve customer satisfaction.”

Use case example

ChatGPT offers companies the ability to provide personalized responses to customer inquiries, recommendations for products or services based on their specific needs, and valuable information such as FAQs or product tutorials.

Through personalized responses to customer inquiries, it can provide a more efficient and effective customer service experience, improving the likelihood of customer satisfaction and retention.

Plus, by offering product recommendations based on a customer's needs and interests, ChatGPT can help companies to increase sales and drive revenue.

By providing valuable information such as FAQs and product tutorials, ChatGPT can help to improve the customer experience and reduce the likelihood of customer frustration or confusion.

ChatGPT prompts for customer engagement

“I need you to assist in improving our customer engagement at [company name].

“Our customer base is [explain target audience]. Their needs and pain points are [explain needs and pain points].

“We need assistance with providing personalized responses to customer inquiries, offering recommendations for products or services based on their needs, and providing valuable information such as FAQs or product tutorials.

“Please provide three examples of how we can improve our customer satisfaction, increase customer loyalty and retention, and optimize our customer engagement strategy."

In this instance, the company is a fast food chain company, and the customer base are “parents looking to quickly and cheaply feed their children as a treat”. Here’s what ChatGPT had to say:

Answer from ChatGPT that reads: Certainly, here are three examples of how a new fast food chain can improve customer engagement, satisfaction, and loyalty: Personalized promotions: Offer personalized deals and promotions to customers who have previously made purchases at the fast food chain. Use data and analytics to understand their preferences and make recommendations based on their past orders. For example, if a customer frequently orders a particular meal, the chain can offer them a deal or promotion on that item to encourage repeat business. Interactive and engaging experiences: Create interactive and engaging experiences for customers, such as digital games or contests, to encourage repeat visits and customer loyalty. The fast food chain can offer prizes or discounts for those who participate, which can be redeemed during their next visit. These experiences not only help retain customers but can also help attract new ones through social media and word-of-mouth. Customer feedback and support: Encourage customers to leave feedback and provide support to address any issues or concerns they may have. This can be done through a customer feedback form on the website, social media channels, or even in-store kiosks. Use this feedback to improve the overall customer experience, and respond promptly to customer inquiries or complaints to show that the fast food chain values its customers. This can build trust and increase customer loyalty.

How to use ChatGPT for sales enablement

When asked how ChatGPT can support sales enablement, the platform said: “I can help product marketers to enable their sales teams by providing them with the right tools and resources. This can include training materials, product collateral, and other resources that can help sales teams to close deals and achieve their targets.”

Use case example

ChatGPT can assist in creating sales scripts, product guides, and other training materials that help sales teams better understand the products or services they’re selling.

In addition to training materials, ChatGPT can help create product collateral such as brochures or presentations that can be used during sales meetings or presentations. These resources can help sales teams effectively communicate the value and benefits of the products or services, ultimately increasing the likelihood of closing deals and achieving sales targets.

By providing these tools and resources, ChatGPT can help companies to improve their sales processes, increase efficiency, and ultimately drive revenue growth.

By ensuring that sales teams are equipped with the knowledge and resources they need to effectively sell products or services, ChatGPT can help companies to achieve greater success and achieve their business goals.

ChatGPT prompts for sales enablement

“I need you to assist with sales enablement at our company, [company name].

“Please outline a [sales script, product guide, battle card, etc] to help our sales team better understand the product they’re selling.

"The product is called [product name]. The key features are [key features]. Our audience’s pain points are [pain points].”

I asked ChatGPT to outline a sales script. I used Apple’s iPad Pro as an example to see what ChatGPT would provide me with. It said:

Answer from ChatGPT that reads: Sure, here's a potential sales script for the iPad Pro: Introduction: Hello, thank you for your interest in the iPad Pro. This device is a game-changer in the world of tablets and we are excited to share its features with you today. M2 Chip: One of the key features of the iPad Pro is the M2 chip. This chip delivers next-generation performance, which means that it is faster and more powerful than any other tablet on the market. It is designed to handle even the most demanding tasks, such as editing high-resolution videos or running multiple apps at once. The M2 chip will make your work more efficient, productive and enjoyable. Liquid Retina XDR Display: Another standout feature of the iPad Pro is its Liquid Retina XDR display. This technology provides stunning, true-to-life colors and an immersive viewing experience. Whether you're streaming movies or working on a design project, you'll be amazed by the clarity and vibrancy of the visuals. Wi-Fi 6E and 5G: Finally, the iPad Pro is equipped with Wi-Fi 6E and 5G capabilities, which means that you'll be able to stay connected even when you're on the go. These features will give you faster and more reliable internet speeds, which will allow you to stream videos, download files, and collaborate with others seamlessly. Closing: So, whether you're a creative professional, an entrepreneur, or a student, the iPad Pro has something to offer you. With its powerful M2 chip, stunning Liquid Retina XDR display, and advanced connectivity options, the iPad Pro is the perfect device for anyone who needs a portable and versatile computing solution. Thank you for considering the iPad Pro, we believe it will be a game changer for you.

To sum up…

ChatGPT isn’t a perfect platform, but it’s a pioneering, innovative way of streamlining and consolidating all the different roles and responsibilities you have as a product marketer.

If used correctly, it can be an effective tool for improving different aspects of your product marketing approach.

Experiment with the different prompts, see what works for you, don’t be afraid to ask it to expand on any areas, and just have fun with it!