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Anna
Startseva
Director, Product Marketing
ServiceNow
Anna Startseva is a seasoned product marketing leader with a proven track record of driving successful product launches and go-to-market strategies. With over 15 years of experience in marketing and communications, Anna excel at crafting compelling brand and product narratives, based on a deep understanding of customer needs, competitive landscapes, and product differentiation. Anna is excited to be back in Washington DC, after a decade of working in tech in Silicon Valley. She is looking forward to connecting and learning with the local product marketing community.
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20 May 2026 13:45 - 14:15
How to build an AI context engine that turns marketing messaging into revenue
Description: Most companies are prompt-engineering their way through AI adoption. ServiceNow took a different approach. We built a context engine that codifies 73 Message Houses into the grounding layer for every AI workflow across marketing, sales, and customer engagement. Early results: - Sellers using this system are seeing 3.5x better attainment - Content that used to take weeks to create gets generated in minutes, on-message, every time You'll walk away with: - Why an AI context engine is one of the highest-leverage investments for marketing leadership - The building blocks of a context engine - How day-to-day work changes when AI is in the operating layer