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)
1
Part 1 – Introduction
5
Part 2 – Driving Product Enhancement with Inbound Strategies
10
Part 3 – Outbound: Strategies for Product Adoption and Exponential Growth
14
Part 4 – Impactful Collaboration and Value Creation

Driving growth with positioning

Positioning is the art of establishing your product as a frontrunner in delivering something that matters greatly to a specific group of customers. In the words of April Dunford, a renowned expert in the field, "Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about."

Positioning refers to the process of defining and establishing a distinct place for a product or service in the market. It involves identifying and highlighting the unique attributes, features, and benefits of the product that differentiate it from competitors and resonate with the target audience . The goal of positioning is to create a perception in the minds of consumers about the value and relevance of the product. It helps establish a competitive advantage by clearly articulating how the product meets the specific needs and desires of customers better than alternative offerings.

Positioning influences...