Cracking the Product Marketing Code

Harness expert insights from Google, Meta, and TikTok to ace product launch, delight your customers, and accelerate growth with inbound strategies and outbound tactics

Key Features

• Sharpen your product marketing skills to make an impact within your organization
• Unlock deeper insights through real-world examples to shape product development and drive exponential growth
• Discover product marketing strategies, templates, and frameworks in this one-stop guide

Book Description

In the ever-evolving product landscape, the significance of building the right product and bringing it effectively to the right market cannot be overstated. With this book, you’ll learn how to bridge the gap between your product and the market to meet customer needs effectively.

Equipped with a comprehensive understanding of product marketing and its key functions-inbound and outbound strategies-you’ll discover how these strategies interweave throughout the product launch process and how to effectively leverage them to bring a product to market.

This product marketing book will help you master the inbound strategies, influencing product development by conducting market and customer research, analyzing the competitive landscape, identifying customer segments, and building buyer personas to identify gaps and drive product innovation.

Next, you’ll get to grips with outbound strategies, the driving force behind product adoption and sustained exponential growth. You’ll create and test messaging and positioning, build the go-to-market (GTM) plan, enable your sales team to maximize effectiveness, and ensure a product-market fit throughout the different stages of the buyer journey with impactful collaboration internally and externally for creating value.

By the end of this book, you’ll have transformed into a product marketing expert enhancing product innovation, driving product adoption, and accelerating growth.

What you will learn

• Understand the power of product marketing as you explore inbound and outbound strategies
• Leverage customer data to uncover insights and fuel innovation
• Develop impactful messaging to capture your audience’s attention
• Discover key strategies in customer segmentation and how to build buyer personas
• Examine each stage of the GTM plan and identify winning strategies
• Apply the right tactics at each stage of the customer journey to drive product adoption
• 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 get to grips with product marketing and identify blind spots in your product marketing strategies, primarily in B2B tech, this book is for you. Product managers seeking to develop their product marketing skillset will find this book especially useful. However, basic knowledge of product marketing is all you need to 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 and Messaging for Growth
9. GTM Strategies for an Exponential Growth
10. Enable Your Sales Team & Maximise Effectiveness
11. Ensure Internal Stakeholders Buy-In
12. Analysts Relations

Review

“This book embodies the blueprint I wish I had at the outset of my career. In this book, Iman dissects all the critical elements that make for a successful product marketer and lays them out in easy-to-follow chapters. From basic concepts to in-depth frameworks that took me so long to learn, all of it is now neatly laid out within these pages for you. As you journey through the book, you’ll uncover the dynamic interplay between inbound strategies and outbound tactics, gaining a deep understanding of their roles in the go-to-market (GTM) process. This exploration equips you with the knowledge and tools necessary to wield these strategies and tactics with precision, ultimately ensuring the successful launch of your product.”

Daniel Kuperman, Director of Product Marketing, ITSM at Atlassian

About the Author

Iman Bayatra, a director of product marketing at Coachendo, has been a PMA community member since its founding. She is a PMA ambassador and has contributed to many PMA projects. Iman has a breadth of experience in bringing new products to market, positioning existing products for expansion and driving sustainable revenue growth at tech companies.