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 thoroughly explored the essential components of an effective GTM strategy . Three key topics took center stage, offering fresh insights not previously covered in this book: content strategy , distribution strategy , and the crucial process of identifying the right target markets.

Moreover, we dedicated considerable attention to a critical aspect of any successful product launch —the alignment process. By meticulously addressing various aspects, such as setting goals , defining launch tiers, establishing timelines, assigning roles and responsibilities, and outlining key success metrics , we aimed to equip you with the knowledge needed to orchestrate a seamless and impactful product launch .

Before concluding this strategic chapter, it is worth noting that our next focus will be on another key area that is particularly relevant to B2B product marketers—sales enablement. In the upcoming chapter, we will delve into the strategies and...