Written by Jane Clarkson
As artificial intelligence (AI) continues to transform industries following Marc Andreessen’s now-famous quote “software eating the world,” the human element in B2B marketing has never been more critical. With automation and AI technologies becoming increasingly prevalent, the challenge for marketers is to leverage these advancements while preserving the essential human skills that drive meaningful connections and business success.
Sahil Sethi, a distinguished figure in product marketing management and VP of Global Product Marketing at Freshworks, a multi-billion dollar industry leader, addresses this very challenge in his new best selling book, “Product Marketing Level Up.”
Sethi, a two-time recipient of Sharebird’s “Top 100 PMM Mentors” award and featured speaker at the Product Marketing Alliance Summit, brings over 15 years of hands-on experience in B2B marketing to this work. His extensive background includes significant roles at leading companies such as BetterUp, Klaviyo, and Microsoft, where he has driven transformational initiatives in product marketing. “Product Marketing Level Up” is not just another guide on marketing strategies; it is a comprehensive playbook that emphasizes the indispensable human skills required to excel in the AI era.
The Essence of Human-Centered Marketing
At its core, “Product Marketing Level Up” challenges conventional approaches to product marketing by focusing on the essential human skills of leadership, empathy, and storytelling. Sethi argues that while AI can optimize many aspects of marketing, it cannot replace the nuanced understanding and emotional intelligence that human marketers bring to the table. Through a series of relatable stories, vignette case studies, and insightful interviews with industry leaders, Sethi provides actionable advice grounded in real-world experiences.
One of the key themes in the book is the role of the product marketer as a “Master Orchestrator.” Sethi explains that in a world dominated by AI-driven tools, the ability to foster cross-functional collaboration is more important than ever. Product marketers must navigate complex organizational dynamics, bringing together teams from product development, sales, and customer support to create cohesive and compelling narratives that resonate with customers.
Creativity and Strategic Thinking: Core Themes in Product Marketing Level Up Based on BetterUp Accomplishments
Drawing from his extensive experience at BetterUp, Sethi provides a playbook that’s both practical and innovative. One of his most notable achievements was leading a comprehensive overhaul of BetterUp’s sales collateral. By implementing a strategic framework that included in-depth customer interviews and revamped messaging, Sethi dramatically improved the company’s new logo win rates from under 10% to over 30% in 2023. This success not only bolstered BetterUp’s revenue but also reinforced the vital role of human-centered messaging—an idea that is central to his book.
Sethi’s expertise is further highlighted by his leadership in the launch of BetterUp Manage. This initiative involved creating a compelling product narrative, devising a strategic go-to-market plan, and executing a successful launch that generated $1 million in revenue and established a $15 million pipeline within just two months. This accomplishment underscores the critical importance of creativity, strategic thinking, and human insight in product marketing, all of which are core themes in Product Marketing Level Up. Through his book, Sethi offers valuable insights drawn from these real-world successes, providing readers with actionable strategies to elevate their own marketing practices.
Shaping FreshWorks’ Marketing Strategy: Sethi’s New Role
In his new role as Vice President of Product Marketing at FreshWorks, Sahil Sethi is set to bring his extensive expertise and innovative approach to a pivotal position within the company. Charged with overseeing the global Product Marketing strategy for a $700 million product portfolio, Sethi’s responsibilities span across customer experience (CX), IT service management (ITSM), and customer relationship management (CRM). His role involves managing a global team of 67 professionals, ensuring a cohesive and effective marketing strategy that aligns with FreshWorks’ ambitious goals.
Sethi’s track record of transforming marketing practices and driving revenue growth at BetterUp positions him uniquely to elevate FreshWorks’ market positioning. His strategic vision is expected to enhance FreshWorks’ competitive edge and drive significant business outcomes. By applying the principles from his book, Product Marketing Level Up, Sethi will be instrumental in crafting compelling narratives and executing impactful marketing strategies that resonate with diverse market segments and solidify FreshWorks’ standing as a leader in the SaaS industry.
The Future of B2B Marketing
“Product Marketing Level Up” is a timely reminder that while AI can enhance efficiency and provide valuable insights, the human element remains irreplaceable. Sethi emphasizes that product marketers must cultivate a growth mindset and a willingness to embrace new challenges. This adaptability is crucial for navigating the evolving landscape of product marketing and ensuring long-term success.
As businesses continue to invest in AI technology, the role of product marketing will only become more prominent. Thought leaders like Sahil Sethi are paving the way for a future where human skills and AI technologies coexist harmoniously, creating more effective and impactful marketing strategies. By focusing on the essential human skills of leadership, empathy, and storytelling, “Product Marketing Level Up” offers a roadmap for marketers looking to thrive in the AI era.
Sahil Sethi’s “Product Marketing Level Up” is an essential read for anyone involved in product marketing. It provides a comprehensive guide to mastering the human skills necessary for success in an increasingly automated world. Sethi’s insights and real-world experiences offer valuable lessons for both seasoned professionals and aspiring marketers. As AI continues to shape the future of marketing, “Product Marketing Level Up” serves as a powerful reminder of the enduring importance of the human touch.
