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EP 16: How to Become a Better Performance Marketer Using Product Marketing Foundations
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This webinar is best for
Most performance marketers today can tune a bid, rebuild an audience, and ship a new creative in an afternoon. The bigger problem sits upstream: who you are selling to, why you over the alternative, and what you say to make that land. When those inputs are borrowed or guessed, even good media buying hits a ceiling.
Gabriel Bujold is an expert at building AI skills for marketers. In this session, he takes an example company, builds its context from scratch, and runs the foundation skills live on his own repo: ICP definition, positioning, and messaging. By the end, you’ll have a worked example you can copy and the whole skill set to take home.
Meet Your Speaker
Gab runs Press X to Market, where he builds AI systems for product marketers using Claude Code. He also co-hosts the We're Not Marketers podcast (70+ episodes) and writes the Employee Zero newsletter.
His point of view is simple, and it is the reason this session works for a paid marketing audience: most AI output disappoints because nothing in the tool knows how your business works. Do the foundational thinking first, encode it as context, and the agent stops guessing.
Connect with Gabriel: LinkedIn | Press X to Market
Why Attend
A lot of paid teams inherit an ICP from a deck, a positioning line from the website, and ad copy from whoever wrote it last quarter.
Gabriel argues that this is where most performance stalls, and that it is fixable without a full product marketing hire. The work itself is product marketing 101: define who you serve, decide why you win, and write what you say. What is new is that you can now run that work as AI skills, in an hour, with proper context behind it.
This is an honest session about foundations. It will not replace deep product marketing, and Gabriel is upfront about that. What it gives a performance marketer is a fast, structured way to build the inputs that paid campaigns depend on, and the templates to keep doing it.
He will do it live. He picks an example company, builds the context, and walks through each foundation skill in order, so you see the inputs that go in and the artifacts that come out.
What You'll Walk Away With
1. Why "bad context" is what's really capping your paid performance
Gabriel will show how the same gaps that produce weak AI output also produce weak targeting and flat ad copy, and what changes once the foundations are written down and fed to the agent.
2. The ICP-definition skill
He will build a layered ICP across firmographic, behavioral, psychographic, and language signals, plus the anti-ICP signals that tell you who to exclude. For a paid marketer, this is the difference between an audience you guessed at and one you can defend.
3. The positioning-audit skill
Gabriel will score positioning across five dimensions, flag the positioning debt most companies are carrying, and surface the white space a competitor has not claimed yet. That white space is where your sharpest ad angles come from.
4. The messaging-hierarchy skill
He will build a five-layer messaging stack, from the top-level POV down to features, with a quality test at each layer and a 60-second pitch at the end. Every hook, headline, and ad variant downstream pulls from this stack instead of being invented per campaign.
5. How to give an AI agent the context it needs to be useful
The skills are only as good as what they know. Gabriel will show how he sets up the context file that holds a company's full picture, so the agent produces work that sounds like your business instead of sounding generic.
6. A finished deck, plus the whole repo to take home
At the end he uses the playground skill to turn the raw output into a shareable visual deck. You leave with the worked example, the foundation skills, and his repo template, free.
Who Should Attend
This session is for you if you are:
- A performance or PPC marketer whose targeting and ad copy are built on inherited assumptions you have never pressure-tested
- A growth marketer or founder running paid without a product marketing function behind you
- An agency or in-house lead who has to rebuild ICP, positioning, and messaging for every account and wants a faster, repeatable way to do it
- A senior marketer or head of marketing who wants the strategic foundations encoded as something a team and an AI agent can actually run
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