Product storytelling has moved beyond crafting great narratives. Today, it’s about shaping perception, guiding decisions, and aligning teams across the go-to-market motion. This advanced, hands-on workshop is designed for PMMs who want to deepen their storytelling capability and apply it in more strategic, high-impact ways across sales, marketing, and product. Building on proven storytelling science and frameworks, we’ll explore how modern GTM teams use narrative to simplify complexity, earn trust, and drive action across different audiences and moments. Participants will leave with: - A deeper understanding of why storytelling works and how to use it intentionally at each GTM stage - Modern examples of storytelling in action across B2B and B2C contexts - Practical frameworks to adapt product narratives for different buyers, channels, and use cases - Hands-on experience applying advanced storytelling techniques to real PMM challenges –––– Please note that seats are limited, and pre-registration is mandatory. Workshop passes are only available to summit pass holders. Registration opens the week of May 4.

The fundamentals of strong product marketing haven’t changed, but with AI accelerating every layer of go-to-market, the speed, scale, and complexity at which they must operate have. This session explores how product marketers can evolve their approach without abandoning the craft, using AI to move from one-off decisions and static assets to work that continuously adapts to real customer and market signals. Join Elliott, one of PMA's Experts in Residence & learn how positioning, personas, and content can be designed as living systems that update over time, helping PMM teams stay aligned, reduce rework, and maintain clarity even as products, markets, and audiences evolve faster than ever. Key takeaways: - How to redesign positioning so it can evolve with market and customer feedback instead of requiring constant manual rewrites - Practical ways to turn personas into dynamic models grounded in real behavioral data, not assumptions or snapshots in time - A system-level approach to scaling content and research with AI while preserving strategic consistency and brand coherence - How to shift the PMM mindset from asset creation to system design to stay effective as complexity increases