The Last Word on Product Marketing

Liza Cichowski
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Liza helps mar-tech and ad-tech companies align product strategy with marketing execution. On her podcast, Liza and her guests talk about how to avoid pitfalls and achieve success in product marketing. For more information, visit www.lastwordmktg.com. Follow Liza on LinkedIn: https://www.linkedin.com/in/lizachick/

  1. EPISODE 14: Matt Wurst on Startup Marketing, Cutting Through AI Hype, and Wearing Many Hats

    6D AGO

    EPISODE 14: Matt Wurst on Startup Marketing, Cutting Through AI Hype, and Wearing Many Hats

    In this episode, I talked to Matt Wurst, CMO at Genuin (and longtime agency leader and co-host of the Snarketing Podcast), to talk about what actually makes early-stage marketing work when you’re building in public and selling in real time. Matt breaks down why most founder-led decks don’t fail because they’re wrong, they fail because they’re vague, and why “capability” messaging collapses when buyers start asking, “Okay… but what’s in it for me?” Matt and I dig into the reality of wearing many hats at a startup, how to know when it’s time to hire a product marketer, and why a clear ICP is often the culprit behind stalled growth. We also get into AI differentiation and why simply saying “AI-powered” isn’t enough. Matt breaks down what actually matters: reducing friction, driving revenue, improving UX, and shipping something people use. Takeaways Genuin focuses on helping brands own their relationships.Building community is more effective than merely reaching an audience.Mistakes in marketing often stem from vague messaging.Hiring a marketer early can be crucial for success.Messaging frameworks help maintain consistency across teams.AI should enhance user experience, not just be a buzzword.Relationships are key to initial business success.Growth stalls often indicate deeper alignment issues.Tactics should align with overarching strategies.Podcasting enhances curiosity and listening skills. Chapters 00:00 Introduction to Genuine and Matt Wurst 03:24 The Shift from Renting Attention to Owning Relationships 06:14 Common Mistakes Founders Make in Marketing 09:12 When to Hire a Product Marketer 12:07 The Importance of Messaging Consistency 15:08 Navigating AI in Marketing 18:10 Transitioning from Relationships to Market Interest 20:14 Identifying Growth Stalls and Misalignment 23:26 Challenging Marketing Best Practices 26:06 The Role of Podcasting in Professional Growth 28:14 Final Thoughts and Contact Information Connect with Matt Wurst on LinkedIn: https://www.linkedin.com/in/matthewwurst/ https://www.linkedin.com/company/snarketing-podcast Turn Your Messaging into Momentum For more information, visit www.lastwordmktg.com. Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/

    36 min
  2. EPISODE 13: Rachel Klausner Says Growth Still Runs on Relationships (Even in an AI World)

    JAN 28

    EPISODE 13: Rachel Klausner Says Growth Still Runs on Relationships (Even in an AI World)

    In this episode, I sit down with Rachel Klausner, SVP of Commercial Growth at SWYM AI, to talk about what actually drives growth when you’re scaling a modern marketing organization. Rachel shares how she approaches new markets by uncovering needs customers haven’t fully articulated and why getting the story right internally is just as important as getting it right externally. We dig into why relationships remain one of the most powerful growth levers, especially for smaller teams, and how trust, transparency, and a little vulnerability can lead to better products and stronger partnerships. Rachel also shares some lessons from her career, including why creative, low-budget client engagement often outperforms more polished events. Takeaways Understanding customer needs is crucial for effective marketing.Building trust is essential in sales relationships.Partnering with complementary companies can amplify sales efforts.Creative client engagement can leave lasting impressions.Maximizing current customer relationships can drive growth.Storytelling is key in sales presentations.Leadership style should adapt to the company's stage.Confidence should never be hidden in professional settings.Creating a positive workplace culture is essential.Having a performance background can enhance sales effectiveness. Chapters 00:00 Introduction to Rachel Klausner and SWYM AI 02:02 Understanding Go-to-Market Strategies 05:59 Customer Personas and Feedback 07:55 Key Sales Strategies Across Company Stages 11:47 Creative Client Engagement Tactics 14:29 Maximizing Existing Customer Relationships 16:57 Navigating Sales Decks and Marketing Materials 23:32 Adjusting Leadership Styles for Company Stages 28:28 Channeling Your Passions into Your Work Contact Rachel: Connect with Rachel Klausner on LinkedIn: https://www.linkedin.com/in/rachelklausner/ Turn Your Messaging into Momentum For more information, visit www.lastwordmktg.com. Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/

    37 min
  3. EPISODE 12: Brian Dreyer Wants Everyone to Stop Saying “AI Powered” (And Other AI-Era Hot Takes)

    12/02/2025

    EPISODE 12: Brian Dreyer Wants Everyone to Stop Saying “AI Powered” (And Other AI-Era Hot Takes)

    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/

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

    09/05/2025

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

    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/

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

    06/30/2025

    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 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/

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

    06/11/2025

    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 undervalued in organizations.Redefining product marketing roles is essential for alignment.Effective go-to-market strategies require education and consultative selling.Differentiation in a crowded market is increasingly challenging.Storytelling is crucial for engaging customers and stakeholders.Collaboration across teams enhances the development of marketing strategies.Setting realistic expectations with executives is vital for success.Anecdotes and case studies help in gaining executive buy-in.Balancing work and personal life is more about prioritization than equal distribution.Providing real value to customers fosters long-term relationships. Chapters 00:00 Introduction to MadTech and Heather Macauley 02:08 Aligning Marketing with Corporate Strategy 04:51 Effective Go-To-Market Strategies 10:53 Differentiation in a Saturated Market 16:04 Internal Collaboration and Storytelling 22:58 Leadership Lessons and Career Insights 28:31 Providing Value to Customers Contact Heather Connect with Heather Macauley on LinkedIn: https://www.linkedin.com/in/heathermenery/ Turn Your Messaging into Momentum For more information, visit www.lastwordmktg.com. Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/

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

    05/27/2025

    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 everything their customers care about, even if it’s outside their product scope. Takeaways: Aligning product marketing with corporate strategy is a moving target.Evolving corporate strategies require constant communication with executives.Content strategy is crucial for engaging different audiences.Successful marketing initiatives often require quick adaptation to market changes.Differentiation in saturated markets relies on showcasing product advantages and personality.Creativity in B2B marketing can set a brand apart from competitors.Sales and marketing collaboration is essential for success.Building trust with the sales team enhances communication and effectiveness.Flexibility in messaging is key to adapting to market feedback.Thinking like a journalist can provide valuable insights for marketers. Chapters: 00:00 Introduction to the Podcast and Guest 01:54 Evolving Corporate Strategy in Marketing 04:28 Aligning Management with Marketing Priorities 06:24 Strategies and Tactics in B2B Marketing 07:31 Learning from Marketing Challenges 08:56 Differentiation in a Saturated Market 11:36 Creativity and Humor in B2B Marketing 14:11 Collaboration with Sales Team 14:52 Building Strong Sales and Marketing Relationships 20:04 Lessons from Career Experiences 20:19 Advice for Marketers and Leaders Connect with Gavin Dunaway on LinkedIn: https://www.linkedin.com/in/gavindunaway1980/ Check out some of Gavin's ad tech videos on YouTube!  🎶  I Will Monetize  https://www.youtube.com/watch?v=gzDRmJDp70M  🎶  Bad Ads Rising  https://www.youtube.com/watch?v=1hFnndmvO0E Turn Your Messaging into Momentum For more information, visit www.lastwordmktg.com. Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/

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

    04/29/2025

    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 privacy and how IAB is helping its members navigate compliance. Soizic talks about her career before joining IAB and the leadership lessons she has learned along the way, emphasizing that the key to great marketing programs is the ability to balance art and science.  Takeaways IAB empowers the media and marketing industry to thrive in the digital economy.The organization faces unique challenges in rolling out standards and solutions.Driving consensus among members is crucial for adopting guidelines and best practices.IAB uses various marketing channels to promote its initiatives and resources.Member engagement is essential for the success of IAB's initiatives.Planning for the future involves collaboration and prioritization of key topics.Success metrics vary by project but often focus on awareness and engagement.Data privacy is a top concern, with IAB providing resources for compliance.Soizic emphasizes the importance of understanding audience pain points in marketing.Leadership in marketing requires balancing creativity with analytical insights. Connect with Soizic Sacrez on LinkedIn: https://www.linkedin.com/in/sushisoiz/ Check out IAB Tech Lab:  https://iabtechlab.com Learn about IAB's Women in Ad Tech Initiative:  https://okt.to/cDsjPm Turn Your Messaging into Momentum For more information, visit www.lastwordmktg.com. Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/

    25 min
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About

Liza helps mar-tech and ad-tech companies align product strategy with marketing execution. On her podcast, Liza and her guests talk about how to avoid pitfalls and achieve success in product marketing. For more information, visit www.lastwordmktg.com. Follow Liza on LinkedIn: https://www.linkedin.com/in/lizachick/

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