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/