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/

When sales and product teams are aligned, customer growth is unstoppable!

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/

When sales and product teams are aligned, customer growth is unstoppable!

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

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/

When sales and product teams are aligned, customer growth is unstoppable!

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