Everyone talks about how ChatGPT helps them automate work, but OpenAI’s first brand campaign takes a different path.
It highlights a simple, non-work moment — someone using ChatGPT to plan a date night. It brings their core message to life: “We want to lift up how people are already using ChatGPT in their daily lives.”
The human storytelling makes it feel more personal. I can totally picture myself using it that way.
Example #2 - Comparative Storytelling (And Shot Calling)
At first glance, this feels like another “we’ll beat the market leader faster” founder post. But look closer 👀
Nicholas at Rillet likens their company story to NetSuite. Just as NetSuite rose to power during the Cloud era, Rillet is now running the same playbook for the AI era.
It makes Rillet feel like a no-brainer in this environment — the same way NetSuite once did.
He still leans into the classic founder hype near the end, calling his shot like Babe Ruth. But this is uncommon for the ERP space. It's a breath of fresh air in a category that feels like it hasn’t evolved in years.
Example #4 - Dogfooding That Drives 40% of Pipeline
Most PMMs get stuck in launch mode and overlook what already makes their product great.
Mutiny flips that with a use case–focused “launch” video showing how they actually use Mutiny themselves. Different teams appear in real campaign contexts, giving weight to their claim that “40% of pipeline comes from Mutiny.”
It’s dogfooding turned case study (just not from a customer).
Instead of chasing the next big launch, pause and look at what’s already on the shelf. That’s often where your best story lives.
When you have good relationships with the right industry analysts, you have a much better shot at achieving the outcomes your C-suite expects.
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✅ Getting mentioned in analyst content → more pipeline
✅ Out-performing competitors in comparative reports → higher win rates
✅ Bringing market intel to your product team → better adoption
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So, how do you find the right analysts? And how do you create good relationships with them?
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There’s no better place to learn than AR Engage Live, taking place November 12-13 in downtown San Francisco. 190 AR pros have signed up to attend, many of them from PMM backgrounds.
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It’ll be a day and a half of keynotes, breakout sessions, fireside chats, and a whole lot of networking with really smart people.
Three articles, posts, or tools you should add to your swipe file.
Turn Videos Into a Demand Engine - Laura Erdem shows how LinkedIn posts demonstrating customer problem-solving, drive high-intent demand for Dreamdata. ​