The Last Word on Product Marketing

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Liza Cichowski

11 episodes

2 months ago

Liza Cichowski interviews Michelle Nieberding, a director of product marketing at Treasure Data and an expert in leveraging AI for marketing strategies. They discuss the top use cases for AI in product marketing, including customer insights, messaging, and asset generation. Michele predicts that the future of AI in marketing will include more precise personalization and stronger automation. The conversation also touches on Michelle's career journey, leadership lessons, and personal growth thr...

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Episodes (11/11)

The Last Word on Product Marketing

EPISODE 11: Michele Nieberding Shares Her Top Use Cases and Future Predictions for AI in Product Marketing

2 months ago

35 minutes

The Last Word on Product Marketing

EPISODE 10: Mike Asebrook on GTM Strategy, Competitive Focus, and the Emotional Power of Customer-Centered Marketing

Liza Cichowski sits down with Mike Asebrook to unpack what it takes to build meaningful differentiation and successful go-to-market programs in highly saturated markets. Mike shares how tiered launch strategies can bring clarity and alignment to chaotic product rollouts, and why deep competitive research and customer interviews are vital to standing out. He also highlights the power of emotional connection in B2B marketing. Mike shows how product marketing sits at the heart of a successful GT...

4 months ago

25 minutes

The Last Word on Product Marketing

EPISODE 9: Heather Macaulay on How Telling a Good Story Has Been Key to Her Success in Ad Tech Sales and Marketing

Summary Liza Cichowski speaks with Heather Macaulay, president of MadTech, about how she’s navigated her career in sales and marketing. Heather talks extensively about how the ability to tell a good story has helped her sell her ideas to both her leadership team as well as to clients. She also gives insight on her leadership style, how she collaborates with marketing teams, and the necessity of constantly providing value to customers. Takeaways Product marketing is often misunderstood or un...

4 months ago

29 minutes

The Last Word on Product Marketing

EPISODE 8: Gavin Dunaway Talks about Why Taking Creative Risks is a Superpower in B2B Marketing

Liza Cichowski interviews Gavin Dunaway, Head of Marketing at The Media Trust. Gavin shares how embracing creativity and thinking like a journalist helps him stand out in the B2B space. From making fun YouTube videos singing about malvertising to launching quick-turn LinkedIn campaigns, Gavin explains why taking creative risks is a superpower in a category saturated with sameness. We also talk about tight sales-marketing alignment, listening to the market, and why marketers should care about ...

5 months ago

23 minutes

The Last Word on Product Marketing

EPISODE 7: Soizic Sacrez Shares How IAB Achieves Consensus in a Complex Digital Advertising Ecosystem

In this episode of The Last Word on Product Marketing, Liza Cichowski speaks with Soizic Sacrez, Vice President of Marketing at the Interactive Advertising Bureau (IAB). They discuss how IAB sets industry standards, the importance of driving consensus among members, and the various marketing strategies used to promote initiatives. Soizic shares insights on member engagement, planning for future initiatives, and measuring success. The conversation also touches on the critical issue of data pri...

6 months ago

24 minutes

The Last Word on Product Marketing

EPISODE 6: Matt Engstrom’s “Test and Learn” Approach to Marketing Strategy and Leadership Has Been Key to His Success

Summary In this episode of The Last Word on Product Marketing, Liza Cichowski speaks with Matt Engstrom, VP of Marketing at Digital Remedy. They discuss the importance of understanding customer needs in product marketing, the different challenges faced by media companies and ad agencies, and how to differentiate in a competitive ad tech landscape. Matt shares insights on go-to-market strategies that have worked for his team, the importance of aligning sales and marketing efforts, and how bein...

7 months ago

34 minutes

The Last Word on Product Marketing

EPISODE 5: Bennett Crumbling's Agile and Collaborative Approach to B2B Marketing

In this episode of The Last Word on Product Marketing, Liza Cichowski speaks with Bennett Crumbling, VP of Marketing at Optable, about the unique challenges of running marketing at an ad tech startup that serves the interests of both advertisers and publishers. They talk about how aligning the company on a core message is important but you have to accept that the Sales team is going to act autonomously sometimes to close a deal. Bennett shares the lessons he’s learned on the job and in previo...

8 months ago

30 minutes

The Last Word on Product Marketing

EPISODE 4: Maria Pousa Goes Beyond Features and Talks about Building Emotional Connections in B2B Product Marketing

Summary In this episode of The Last Word on Product Marketing, Liza Cichowski speaks with Maria Pousa, Chief Growth Officer at global advertising agency, ISPD, about the complexities of product marketing, the challenges of aligning marketing with sales, and the importance of emotional connections in B2B sales. They discuss the evolving role of product marketers, the need for effective communication within organizations, and the significance of building trust with customers. Maria shares her i...

10 months ago

29 minutes

The Last Word on Product Marketing

EPISODE 3: Manisha Shah Talks about the Unique Marketing Challenges at an Early Stage Startup

In this episode of The Last Word on Product Marketing, Liza Cichowski interviews Manisha Shah, co-founder and chief revenue officer at Tildei, a conversational marketing platform. They discuss the unique challenges faced by startup founders in marketing, the importance of agility and customer feedback, and how to effectively position products in a competitive landscape. Manisha shares insights on building a lean marketing team, leveraging outside expertise, and the significance of collaborati...

10 months ago

33 minutes

The Last Word on Product Marketing

EPISODE 2: Erin Crapser on Effective Strategies for Campaign Success

In this episode, Liza Cichowski interviews Erin Crapser, who leads marketing at Trust Cloud AI. They discuss the challenges of aligning product marketing with corporate strategy, effective campaign strategies, the importance of differentiation, and the balance between technical features and emotional connections in marketing. Erin shares valuable insights on sales enablement, collaboration with sales teams, and leadership lessons learned throughout her career. The conversation also touches on...

12 months ago

24 minutes

The Last Word on Product Marketing

EPISODE 1: Matthew Moran on Navigating the Challenges of Product Marketing

In this premier episode of The Last Word on Product Marketing, Liza Cichowski speaks with Matthew Moran, product marketing director at Eyeota, a division of Dun & Bradstreet. They discuss the challenges of aligning product marketing with corporate strategy, the importance of communication and collaboration with sales teams, and how to navigate market changes and evolving customer expectations. Matthew shares insights on effective messaging, the role of storytelling in marketing, and the s...

1 year ago

22 minutes