The Last Word on Product Marketing
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/
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 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/