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)
1
Part 1 – Introduction
5
Part 2 – Driving Product Enhancement with Inbound Strategies
10
Part 3 – Outbound: Strategies for Product Adoption and Exponential Growth
14
Part 4 – Impactful Collaboration and Value Creation

Collaborating with PMs

When collaborating with PMs, a question that often arises for us as PMMs is where we stand within the product organization and how we can integrate effectively. This is particularly pertinent for inbound PMMs who have a stronger involvement in product development. Notably, both PMs and PMMs' roles extend to customers, as they are both tasked with comprehending customer needs.

Throughout various stages of product development, PMs engage with customers to gain a deeper understanding of their needs and identify problems to solve at scale. Simultaneously, PMMs engage with customers and conduct customer surveys not only to refine messaging and positioning but also to uncover unmet needs and gain a deep understanding of the jobs to be done. This is an example of where the roles of both PMs and PMMs might overlap. It's precisely at this intersection that they need to create a clear plan delineating responsibilities, aiming not only to prevent duplicated efforts...