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've embarked on a journey of discovery, unraveling the essential pillars that form the bedrock of a successful sales enablement program. We delved into three top critical components that can make all the difference in your sales enablement efforts: sales enablement collateral, the power of sales enablement tools, and the vital metrics that hold the key to measuring success. Understanding and optimizing these elements enables you to pave the way for a thriving sales enablement program that empowers your sales team to achieve better results.

As we step into the final part of this book, a critical subject awaits us: stakeholder management. Throughout this part, our primary focus centers on effectively handling both internal and external stakeholders. This skill is the art of nurturing robust relationships and maintaining clear communication with all involved parties throughout the product journey, be it within or beyond your organization. Internally...