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

Adjusting your sales collateral for every stage of the buying journey

As potential customers progress through the stages of awareness, consideration, and decision-making, their preferences and requirements undergo dynamic changes. Staying ahead in this competitive landscape and effectively influencing potential buyers' decisions demands a tailored approach to your sales collateral strategy. Customizing your sales collateral for every stage of the buying journey is imperative. This includes crafting compelling content to grab attention during the initial awareness phase and presenting persuasive evidence and testimonials during the decision-making stage. By optimizing your sales collateral and aligning it with the specific needs of prospects at each stage, your sales and customer success teams will be empowered to drive engagement and cultivate enduring customer relationships.

Let's take a deeper look into the internal sales collateral for each stage. Some of the external...