Cracking the Product Marketing Code

Ace product launch plans to delight your customers and accelerate growth with inbound strategies & outbound tactics

Key Features

• Sharpen your product marketing skills to make an impact in your product marketing organization
• Unlock deeper levels of insight with real-world examples to influence product development and drive exponential growth
• One-stop shop for product marketing strategies, templates, and frameworks

Book Description

We're in a world where building the right product and bringing it effectively to the right market is more important than ever before. This is a comprehensive guide where you can delve deeply into the art and science of how to connect the dots between the product and the market to answer customer needs.

In this book, you'll gain a thorough knowledge of product marketing and its key functions: Inbound vs. outbound by understanding how each of them exists throughout the product launch process and how to effectively utilize them to bring a product to market.

Progressively, you'll learn the inbound strategies to influence the product roadmap in building the right product by running market and customer research, analyzing the competitive landscape, better identifying customer segments, and building personas to identify gaps and drive product innovation.

After this, you'll get to explore the outbound strategies that drive product adoption and maintain exponential growth. You'll learn how to create and test messaging and positioning, build the GTM plan, enable your sales team to maximize effectiveness, and ensure a product-market fit throughout the different stages of the buyer journey.

Towards the end, you'll learn aspects related to impactful collaboration internally and externally to create value.

By the end of the book, you become a product marketing expert enhancing product innovation, driving product adoption, and accelerating growth.

What you will learn

• Understand the power of product marketing and dive deep into inbound vs. outbound
• Explore how to leverage data and uncover insights to drive innovation
• Learn how to develop an impactful messaging to capture your audience's attention
• Discover key strategies in customer segmentation and how to build buyer personas
• Delve deeply into each stage of the GTM plan and identify strategies to win the market
• Apply the right tactics at each stage of the customer journey to drive product adoption
• Learn how to ensure internal and external stakeholders buy-in to create value

Who This Book Is For

If you're a product marketer, product marketing leader, or marketing manager looking to level up your product marketing skills primarily in B2B tech. With this book, you'll deep dive into product marketing, and spot blind spots in your product marketing strategies. This book is also good for product managers wishing to develop their skillset in product marketing, if you have a basic knowledge of product marketing, you'll get the most out of this book.

Table of Contents

1. Product Marketing - an Introduction
2. Inbound Product Marketing: Product Innovation
3. Outbound Product Marketing: Driving Product Adoption & Growth
4. Market Research and Competitive Analysis: Strategies to Enhance Innovation
5. Customer Research: Creating Effective Voice of Customer Programs
6. Customer Segmentation and Buyer Personas
7. Influencing the Product Roadmap
8. Competitive Positioning & Messaging for Growth
9. GTM Strategies for an Exponential Growth
10. Enable Your Sales Team & Maximise Effectiveness
11. Product-Market Fit: Activation, Engagement, Retention & Loyalty
12. Ensure Internal Stakeholders Buy-In
13. Analysts Relations

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