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

Creating your content strategy

Crafting a successful GTM content strategy requires careful consideration of several key elements. To begin, a deep understanding of your target audience is crucial. This involves conducting comprehensive market research to gather insights into their demographics, psychographics, pain points, and preferences. When you understand your audience's needs, motivations, and the jobs to be done, you can create content that resonates with them effectively.

Moreover, it is crucial to have a well-defined value proposition and messaging framework. This framework plays a vital role in shaping the perception of your product or service within the market and differentiating it from competitors. It serves as a cohesive basis for all your content initiatives, guaranteeing that your messaging resonates with your intended audience and effectively conveys the distinct value of what you offer.

Compelling content development is another critical aspect of a...