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


GTM Strategies for Exponential Growth

In today's rapidly evolving marketplace, businesses are constantly challenged to stand out and increase their market share. Crafting a comprehensive and well-executed go-to-market (GTM) strategy can be the key to achieving success. Such a strategy involves integrating various business functions and leveraging market and customer intelligence to effectively introduce products and establish a strong market presence.

A robust GTM strategy serves as the backbone of successful product launches, market penetration, and revitalizing existing products or driving sales growth. It begins by strategically identifying target audiences, understanding their needs, and crafting compelling messaging that resonates. This comprehensive strategy guides companies in developing well-rounded marketing plans, implementing effective distribution strategies, and formulating sales tactics to maximize their chances of capturing market share. At its core, a well...