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

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Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/