We're Not Marketers

AI-powered competitive intel is the new snake oil, and executives are buying it by the gallon. While everyone's obsessing over ChatGPT doing their research in 20 minutes, they're missing the point entirely—your buying champions don't need a 30-page report about why your competitors suck. They need ammunition to win internal battles with their CFO, their boss's boss, and six other stakeholders who couldn't care less about your feature comparison chart. Tune in for the brutal truth about why most competitive intel is just expensive garbage and what champions actually need to get deals done. What to expect while listening... * Why executives trust ChatGPT more than their own product marketers (and why that's insane) * The "30-page report trap" that makes buying champions want to quit deals * Eric's AI horror story: When ChatGPT said their product was live before it existed * Gab's "structural laziness" hack that 9x'd his ad creation speed * Why competitive intel is becoming the "B2B scapegoat" for lazy thinking * The four deadly traps killing your win rates (spoiler: volume isn't success) * How "gotcha moments" backfire and destroy champion relationships * Why CEO handshakes don't close deals anymore (ask Dropbox about Crayon) * The comparison page problem: All green checkmarks vs. all red X's * Zach's client who said ChatGPT delivered more in 20 minutes than his expertise If you've ever wondered why your competitive intel doesn't actually win deals, or if you're tired of executives waving their ChatGPT reports around like they just discovered fire, this episode will either save your sanity or make you question everything. Either way, your champions will thank you. Timestamps 02:00 The Ugly Truth About AI-Powered Competitive Intel 07:00 AI vs. Human Expertise: The Battle for Trust 13:00 The Four Traps Killing Competitive Intel Programs 18:00 Why "Laziness" is Ruining B2B Sales Enablement 24:00 Gab's Messaging Sprint Success Story 31:00 What Champions Actually Need to Win Deals 36:00 The Death of CEO Handshake Deals 40:00 How to Train AI Without Losing Your Mind 44:00 MIT Study: ChatGPT is Eroding Critical Thinking 47:00 Season Wrap-up & See You Next Season Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

What happens when a product marketer leaves the in-house grind to start her own consultancy? According to Alex Virden, it changed how she saw product marketing entirely. In this episode, Virdical founder shares why PMMs aren’t traditional marketers, how consulting rewires your thinking, and what startup leaders really need when they ask for help. From messy handoffs to misaligned messaging, Alex explains the recurring pain points that surface in the go-to-market function and how external voices can reset the entire narrative. She also share knowledge on: * The power dynamics that make consultants more effective than internal PMMs * Why hourly billing models can backfire (and what to do instead) * How to spot when your org needs a third-party voice to fix GTM strategy * Tactics for commanding a room with CEOs (even if you're the outsider) * How to avoid getting pulled into the basement making decks and one-pagers * Practical advice for PMMs transitioning into consulting or freelance work If you’ve tried to run a strategic PMM project while dodging CEO opinions and internal politics, this episode is a must-listen. Whether you're in-house and underwater or eyeing the consultant leap, Alex Virden brings receipts, real talk, and a clear lens on what modern product marketing really looks like when done right 🫡 Timestamps: 02:54 Are Product Marketers Actually Marketers? 04:59 The Role of a Product Marketing Consultant 09:23 Challenges and Insights in Product Marketing 16:24 Structuring Consulting Engagements 24:19 Maintaining Control in Client Meetings 26:31 Meeting Disasters and Control 27:20 The Importance of Structured Agendas 29:06 Hypotheses and Curiosity in Product Marketing 30:46 Challenges in Messaging and Stakeholder Meddling 32:17 The Role of External Validation 34:59 Demand Generation vs. Product Marketing 38:58 The 4Ps and Modern Marketing 43:49 Final Thoughts and Staying Connected Show Notes: Alex’s LinkedIn [https://www.linkedin.com/in/alexvirden/]  Virdical Website [https://www.virdical.com/] Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

If you’ve ever felt a gap between brand and product marketing, we’ve had an expert who’s been in both roles and is telling us that there’s not that different. Brand and product marketing expert Jon Itkin joins We're Not Marketers to dismantle outdated perceptions of marketing. The traditional divide between product marketing and brand marketing is harmful — and that truly impactful PMMs must think and act like "whole hundred marketers." From mastering macro market dynamics to understanding why memorability beats micro-optimization, John shares a treasure trove of insights to help PMMs step into strategic leadership. We’re covering: * The 4 Cs framework: Capabilities, Credibility, Convenience, and Cost * The danger of treating marketing like "arts and crafts" (and how to stop) * Why being memorable is the true competitive advantage in crowded markets * How convenience beats capabilities more often than you'd think * How category leaders stay leaders (hint: it's not features) Expect hard truths, practical frameworks, and some very strong opinions about why marketing fundamentals still matter more than ever. 👀 Timestamps: 00:54 Introducing the Guest: Jon Itkin 01:26 The Role of Product Marketers 04:34 Macro vs. Micro Perspectives in Marketing 07:16 Brand vs. Product Marketing 18:32 Differentiation in Product Marketing 26:15 Google's Convenience Advantage 26:44 The Importance of Convenience in B2B 27:15 Positioning and Buying Process 28:56 Switching Campaigns and Self-Service 30:28 Understanding the Four Cs 32:34 Leveraging AI for Competitive Analysis 41:12 Branding and Credibility 45:51 Final Thoughts and Reflections Show Notes: Jon’s LinkedIn [https://www.linkedin.com/in/jonitkin/] In the Kitchen  [https://www.inthekitchen.is/] Jon 4 C framework on Miro [https://miro.com/app/board/uXjVLh6-7Es=/] Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

Is product marketing really marketing? Or is it something more (or less)? In this deep-dive episode, Humans of MarTech co-founder Phil Gamache joins the crew to unpack what it truly means to be a marketer today—and why product marketing often feels like a misunderstood offshoot of the craft.  From the forgotten “P” in the marketing mix to the role of AI in shaping how teams work together, this episode balances reflection, tactical insight, and Phil’s unmistakable chill candor. Learn how product marketers can better collaborate with marketing ops, why summarizing research matters more than polishing the perfect message, and how GenAI will shift execution forever. The ultimate marketer and podcast legend educate us on: * Why most customer research never gets shared—and how to fix it * The AI use case every PMM should be doing today (and probably isn’t) * “You can never give an LLM too much context”—unless you do * Phil’s rule of thumb: brief AI like you brief your analyst * The PMM x Martech collab that unlocks ICP clarity This one’s a must-listen for any PMM trying to earn cross-functional credibility and not just ship decks no one reads.If you’ve ever felt like the ‘silent’ in the marketing department, this episode will help you find your voice and your seat at the table. Timestamps: 00:00 Introduction and Host Roundtable 01:05 Introducing the Special Guest: Phil Gamache 01:55 Are Product Marketers Actually Marketers? 05:50 Phil's Experience with the Four P's of Marketing 09:22 Challenges and Roles in Marketing Ops 12:45 The Future of AI in Marketing 24:30 The Current State of AI 25:10 Leveraging AI for Customer Research 29:06 Practical Tips for Summarizing Customer Interviews 31:58 The Importance of Context in AI Prompts 40:02 Collaborating with Marketing Ops for Better Data 43:23 Exploring AI Tools: MidJourney vs. DALL-E 45:30 Conclusion and Farewell Show Notes: Phil’s LinkedIn [https://www.linkedin.com/in/gamacp/] Humans of Martech Podcast [https://humansofmartech.com/] Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

Is working fractional that secret weapon for in-house PMMs? In this no-holds-barred episode, Eric, Zach, and Gab debate whether product marketers with fractional experience have an edge when they return in-house. We dive into the gritty reality of juggling multiple clients, the mental health rollercoaster of working solo, and why most people don't understand what it truly takes to do it. Tune in for honest insights, soul-crushing reality checks, and maybe a few Mexican oranges along the way. Here's what to expect when listening... * The real reason in-house PMMs with fractional experience have better boundaries with their bosses * Why fractional PMMs develop stronger time management and communication skills than their in-house peers * The surprising statistic about entrepreneurship and mental health (entrepreneurs are 2x more likely to face depression) * How building a side hustle while employed gave Zach a "running start" when he got laid off * Why hedging your bets with fractional work is smart even if you love your in-house job * The brutal reality check: "I don't want to glorify the work...I was up at 4:30 AM doing work just to get ahead" * When to know if fractional work is right for you (and who should absolutely avoid it) * The truth about those LinkedIn success stories claiming "$20K/month after just 3 months" Time Stamps * 00:00 Introduction and Host Banter * 01:00 Episode Topic: Are in-house PMMs more effective with fractional experience? * 02:30 Defining Fractional PMM Work * 03:45 The Difference Between Client Relationships vs. Boss Relationships * 05:58 The Truth About Company "Family" Culture * 07:15 Advantages of Fractional Work (Scope Control, Premium Pay) * 08:20 Challenges of Pricing Fractional Services * 09:05 The Feast or Famine Reality of Fractional Work * 10:45 Building a Side Hustle While Working In-House * 12:02 Hedging Your Bets in an Uncertain Economy * 14:00 Exploring Why People Stay In-House vs. Going Fractional * 15:45 Finding Work You Actually Look Forward To * 18:12 Key Skills Developed Through Fractional Work * 21:00 The Mental Health Challenges of Solo Entrepreneurship * 22:15 Book Recommendation: "The Dip" by Seth Godin * 23:05 The Statistic on Entrepreneurship and Mental Health Risks Hosted by Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.