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

Building an effective sales enablement program

In today's dynamic market context, buyers are more informed and demand explicit demonstrations of value. To meet these evolving expectations and drive business success, sales enablement is essential for equipping sales teams with the right information, tools, and practices.

Sales enablement plays a crucial role in ensuring that sales teams promptly access relevant information for each buyer at the opportune moment. It effectively addresses challenges such as competitive pressures, time to deal, and enhancing customer experience and retention. The impact of sales enablement on a company's growth can be substantial, leading to various positive outcomes.

By implementing effective sales enablement practices, your company can experience faster ramp-up and increased productivity, resulting in confident and high-performing sales teams. Moreover, it empowers sellers to target the right buyer with the appropriate conversation at the correct...