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 your sales collateral hub

Sales enablement content plays a crucial role in equipping sales teams with the resources and information they need to succeed. It encompasses three key categories: internal content, external content, and training materials.

Internal content provides exclusive guidance for sales reps, empowering them with the knowledge and tools to navigate the sales process effectively. This includes resources such as battlecards, product information sheets, and sales scripts. Such materials enable sales professionals to confidently articulate the value of products or services within the organization.

External content serves the specific purpose of engaging and influencing prospects and customers. It encompasses various resources, including pitch decks and product demos, which empower sales representatives to showcase the distinctive benefits and solutions offered by the company. Through these materials, sales reps effectively capture the interest and trust of potential...