In this episode, I sit down with Brian Dreyer, “Product Marketing Leader for the AI Era” and Director of Product Marketing at Skan AI, to talk about what it really looks like to use AI in our day-to-day work. Brian walks through how he uses tools like Claude and Claude Code to build research systems, refresh SEO content, and even spin up his own internal apps without being a full-time engineer. We get into why “AI-powered” is the new “we’re a SaaS company,” why differentiation still has to start in your own brain, and how to sell your approach instead of just your features. We also talk ebooks (they’re not dead), and how coaching kids’ sports has taught Brian about leading product marketing teams.

Takeaways

• Product marketers are becoming more valuable than ever.
• AI tools like Claude can enhance content creation.
• Differentiation is crucial in a noisy market.
• Ebooks still serve as effective lead magnets.
• Direct messaging is essential before creativity.
• Understanding your audience's approach is key to sales success.
• AI-generated content needs human oversight for quality.
• Coaching youth sports provides valuable leadership lessons.
• The creative side of marketing is evolving with AI.
• Mistakes are learning opportunities in both sports and business.

Chapters

00:00 Introduction to AI in Product Marketing

01:41 The Noise of AI and Its Opportunities

03:38 Practical Use Cases of AI in Product Marketing

09:51 Challenges and Limitations of AI

13:07 Differentiation in a Noisy Market

16:44 Simplifying Complex Concepts

18:03 Navigating the Sales Cycle

21:11 The Role of E-books in Modern Marketing

24:21 AI's Impact on Marketing Strategies

27:46 Leadership Lessons from Product Management

29:18 Shifting Perspectives on Career Advice

31:57 Learning from Youth Sports Coaching

Contact Brian:

Connect with Brian Dreyer on LinkedIn:

https://www.linkedin.com/in/briandreyer/

Turn Your Messaging into Momentum

For more information, visit www.lastwordmktg.com.
Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/

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 through learning a new sport.

Takeaways

• AI tools can help mine customer insights effectively.
• Personalization in marketing is crucial for engagement.
• Experimentation allows marketers to test hypotheses and strategies.
• AI can generate messaging and marketing assets quickly.
• Building frameworks with AI can streamline go-to-market strategies.
• The future of AI will focus on autonomous content delivery.
• Learning from failures is essential for growth in marketing.
• Patience and perseverance are key in both golf and marketing.
• AI can enhance interdepartmental collaboration and efficiency.
• Effective leadership involves empowering teams and trusting their decisions.

Chapters

00:00 Introduction to AI in Product Marketing

01:44 Top Use Cases for AI in Product Marketing

05:36 Experimentation and Analysis with AI

06:09 Personalization and Differentiation Strategies

11:07 Building Workflows and Frameworks with AI

22:24 Building an Internal Ecosystem with AI

24:16 The Future of AI in Product Marketing

28:39 Leadership Lessons from Experience

33:42 Personal Growth Through Learning to Play Golf

TOOLS MENTIONED:

Alphana.ai to automate audio and video content creation

Alpha-sense.com for market research

ChatGPT.com for an all-in-one AI tool

Claude.ai for content creation

Evidenza.ai for customer research

Gamma.app for slide creation

Glean.com to automate AI powered internal processes

Opus.pro for video clip editing

Paperflite.com for sales enablement content management

Perplexity.ai for competitive research

Personality.ai for customer personas

Retellio.com for sales call insights

Connect with Michele Nieberding on LinkedIn:

https://www.linkedin.com/in/michele-nieberding/

Turn Your Messaging into Momentum

For more information, visit www.lastwordmktg.com.
Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/

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 GTM motion.

Takeaways

• Aligning corporate strategy with product marketing is crucial for success.
• Effective go-to-market strategies can significantly impact product launches.
• Differentiation in saturated markets requires a deep understanding of competitors and customers.
• Cross-functional alignment between product, marketing, and sales is essential for success.
• Building emotional connections in B2B marketing can enhance customer engagement.
• Trust and collaboration with sales teams are vital for effective product marketing.
• It's important to learn from mistakes and adapt your approach.
• Enjoying your work can positively influence your marketing efforts.
• Customer-centricity should be at the heart of all marketing strategies.

Chapters

00:00 Introduction to Product Marketing and Guest Background

01:28 Aligning Corporate Strategy with Product Marketing

03:56 Effective Go-to-Market Strategies

06:45 Differentiation in Saturated Markets

10:23 Cross-Functional Alignment and Communication

13:19 Building Emotional Connections in B2B Marketing

16:21 Trust Building with Sales Teams

20:25 Leadership Lessons from Experience

23:53 Final Thoughts and Advice

Connect with Mike Asebrook on LinkedIn:

https://www.linkedin.com/in/mikeasebrook/

Turn Your Messaging into Momentum

For more information, visit www.lastwordmktg.com.
Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/