Book Image

Cracking the Product Marketing Code

By : Iman Bayatra, Daniel Kuperman
Book Image

Cracking the Product Marketing Code

By: Iman Bayatra, Daniel Kuperman

Overview of this book

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.
Table of Contents (19 chapters)
Part 1 – Introduction
Part 2 – Driving Product Enhancement with Inbound Strategies
Part 3 – Outbound: Strategies for Product Adoption and Exponential Growth
Part 4 – Impactful Collaboration and Value Creation


Competitive Positioning and Messaging for Growth

Positioning is like finding the perfect spot for your product in the market. It effectively addresses the question of why customers should choose us at this moment and it's the crucial first step before diving into messaging. It involves deeply understanding your product, its features, its unique value, what sets it apart from competitors, where it fits in the market landscape, and why your product will succeed in this market. This forms the foundation of your positioning , which is typically an internal document used to align your team and create effective messaging . Messaging, on the other hand, is how you bring your positioning to life and communicate it to the market and different customer personas. It's the story you tell consistently across all your communication channels, whether it's presentations, product demos, or any other form of interaction. Your messaging is what shapes the perception of your product...