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


In this chapter, we have covered several essential topics that form the foundation of effective messaging and positioning strategies. We explored the art of crafting compelling positioning and messaging, ensuring that your solution stands out and resonates with your target audience . We also delved into the process of creating a strong value proposition , which involves identifying and articulating the unique benefits and advantages your product or service offers. Furthermore, we discussed the concept of narrative design , understanding how creating a captivating narrative can help forge deeper connections with customers. Additionally, we explored the strategy of creating a new category, which involves positioning your offering as a groundbreaking solution that fills a distinct gap in the market.

Armed with this knowledge, we are well-prepared to dive even deeper into the intricacies of building an effective go-to-market strategy in the upcoming chapter. That chapter...