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

Value proposition and competitive positioning

A value proposition is the core statement that captures the essence of the value your product/service provides to your customers. It outlines the unique benefits, solutions, or outcomes that customers can expect from a particular product or service. The value proposition addresses the specific pain points or needs of customers and explains how your product/service is specifically designed to address those challenges and deliver value in a way that sets it apart from competitors.

In today's fast-paced and fiercely competitive business world, the importance of value propositions has become more pronounced than ever before. With intense competition, evolving customer expectations, dynamic market forces, information overload, well-informed decision-making, and a customer-centric approach, it is crucial for businesses to effectively communicate the unique value they offer. A compelling value proposition serves as a key differentiator...