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

Measuring and optimizing your efforts

When it comes to ensuring a successful GTM strategy , measuring and optimizing your efforts is crucial. This allows you to effectively track the performance of your tactics, identify areas for improvement, and make data-driven decisions to drive better results. Here are some key steps to consider when measuring and optimizing your GTM strategy :

  1. Define key metrics : A crucial first step involves identifying relevant KPIs aligned with your specific goals and objectives. These metrics may encompass conversion rate (CVR) , customer acquisition cost (CAC) , and lifetime value (CLTV). Regularly monitoring and analyzing these KPIs allows for a comprehensive evaluation of your GTM strategy's effectiveness and enables data-driven decision-making.
  2. Implement analytics tools: Utilize analytics tools such as Google Analytics, Mixpanel, and HubSpot to gather relevant data on user behavior, website traffic, and conversion rates. These tools...