Storytelling has always been central to product marketing, but in an era of AI, complexity, and constant change, great stories alone aren’t enough. The most effective PMMs are shifting from crafting individual narratives to designing narrative systems: repeatable, adaptive structures that shape perception, guide decisions, and keep teams aligned as products, markets, and audiences evolve. In this forward-looking keynote, Elliott Rayner explores how product marketers can elevate storytelling from a creative skill to a strategic capability. Drawing on real-world GTM examples, he’ll show how narrative can be intentionally designed to scale across channels, audiences, and moments, without losing clarity or coherence. This session is for PMMs who want to move beyond “good messaging” and start influencing how their organization thinks, prioritizes, and executes. Key takeaways: - Why storytelling is shifting from asset creation to system design - How leading PMMs use narrative to reduce complexity and align GTM teams at scale - The role of AI in evolving stories without fragmenting the message - How to position storytelling as a strategic lever — not just a communication skill

PMMs know storytelling matters - but few have a repeatable way to design narratives that actually influence decisions. In this hands-on session, you’ll learn how to structure product stories that guide buyers, align GTM teams, and scale across audiences. You’ll leave with practical frameworks and a working narrative you can apply immediately across sales, marketing, and product.