Shows
The Last Word on Product MarketingEPISODE 14: Matt Wurst on Startup Marketing, Cutting Through AI Hype, and Wearing Many HatsIn 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 produ...
2026-02-2435 min
The Last Word on Product MarketingEPISODE 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 shar...
2026-01-2837 min
The Last Word on Product MarketingEPISODE 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 inste...
2025-12-0235 min
The Last Word on Product MarketingEPISODE 11: Michele Nieberding Shares Her Top Use Cases and Future Predictions for AI in Product MarketingLiza 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.TakeawaysAI tools can help mine customer insights effectively.Personalization in marketing is crucial for engagement...
2025-09-0535 min
The Last Word on Product MarketingEPISODE 10: Mike Asebrook on GTM Strategy, Competitive Focus, and the Emotional Power of Customer-Centered MarketingLiza 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.TakeawaysAligning corporate strategy with product marketing is crucial for success.Effective go-to-market...
2025-06-3025 min
The Last Word on Product MarketingEPISODE 9: Heather Macaulay on How Telling a Good Story Has Been Key to Her Success in Ad Tech Sales and MarketingSummaryLiza 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.TakeawaysProduct marketing is often misunderstood or undervalued in organizations.Redefining product marketing roles is es...
2025-06-1129 min
The Last Word on Product MarketingEPISODE 8: Gavin Dunaway Talks about Why Taking Creative Risks is a Superpower in B2B MarketingLiza 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 wi...
2025-05-2723 min
The Last Word on Product MarketingEPISODE 7: Soizic Sacrez Shares How IAB Achieves Consensus in a Complex Digital Advertising EcosystemIn 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...
2025-04-2924 min
The Last Word on Product MarketingEPISODE 6: Matt Engstrom’s “Test and Learn” Approach to Marketing Strategy and Leadership Has Been Key to His SuccessIn 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 being a caring leader is essential to team collaboration. He emphasizes the need for perseverance and curiosity in the marketing field, concluding with advice...
2025-03-2834 min
The Last Word on Product MarketingEPISODE 5: Bennett Crumbling's Agile and Collaborative Approach to B2B MarketingIn 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 previous positions about staying motivated and leading a team.
2025-02-1730 min
The Last Word on Product MarketingEPISODE 4: Maria Pousa Goes Beyond Features and Talks about Building Emotional Connections in B2B Product MarketingSummaryIn 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 insights on leadership, career development, and the dynamics of working in different organizational environments, particularly in the context of startups versus...
2025-01-0229 min
The Last Word on Product MarketingEPISODE 3: Manisha Shah Talks about the Unique Marketing Challenges at an Early Stage StartupIn 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 collaboration between marketing and product teams. The conversation also touches on leadership lessons learned throughout Manisha's career and her passion for animal welfare....
2024-12-1833 min
The Last Word on Product MarketingEPISODE 2: Erin Crapser on Effective Strategies for Campaign SuccessIn 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 personal insights on Erin's professional journey.TakeawaysAligning product strategy with marketing execution is crucial.Understanding customer decision processes is key to differentiation.Sales enablement...
2024-11-0824 min
The Last Word on Product MarketingEPISODE 1: Matthew Moran on Navigating the Challenges of Product MarketingIn 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 significance of ethical considerations in product development. The conversation also touches on personal experiences that have shaped Matthew's approach to leadership and decision-making.
2024-11-0122 min
The Fractional Edge PodcastCalling all B2B Tech and SaaS Founders! A Chat with Liza Cichowski, Fractional Product Marketer (EP 6)In this episode of the Fractional Edge Podcast, Co-hosts Carol Fraser (CEO of C4 Talent) and Jason Huett (CEO of Fifth Degree Marketing) introduce Liza Cichowski, a Fractional Product Marketer specializing in B2B Tech and SaaS growth. Liza shares her experience and journey into the fractional route, which she embarked on five years ago. Tune in to learn more about the power of workforce planning and the benefits of hiring fractional executives to supercharge your business. Time stamps:[00:02:02] Going the fractional route.[00:04:15] Identifying your audience.[00:11:16] Successful fractional client engagement.[00:13:32...
2023-09-2038 min