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

Strategic narrative, narrative design , and positioning

In recent times, narrative design has garnered significant attention as an influential subject, prompting discussions among prominent companies such as HubSpot about its potential to supplant positioning . This presents a remarkable opportunity to delve into the essence of narrative design and discern its distinctive nature compared to positioning . A strategic narrative serves as a guiding force, molding and directing the activities of a business while encapsulating its fundamental values, purpose, and vision. It furnishes a cohesive framework that underpins decision-making and facilitates effective communication. Conversely, narrative design represents the methodology employed to artfully craft and convey this narrative. By leveraging storytelling techniques, messaging strategies, and visual elements, narrative design creates a compelling and captivating narrative that deeply resonates with the intended audience...