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

Laying out distribution strategy

As mentioned earlier, a key component of a well-crafted and effective GTM strategy is the development of a distribution strategy , which involves making informed decisions about the best means of delivering the product to customers. This entails considering various channel options, such as direct sales , resellers , or distributors, to ensure efficient access to the intended market.

To identify the most effective distribution models for a target market, it is crucial to gain a deep understanding of the target market's demographics, preferences, and buying habits. By analyzing customer data, including purchase patterns, preferences, and satisfaction levels with existing distribution channels, valuable insights can be obtained. This analysis helps to identify any gaps or areas for improvement, enabling informed decisions when selecting distribution models. Additionally, actively seeking customer feedback plays a vital role in understanding their...