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

Collaborating with marketing, sales, and customer success teams

Throughout this book, we've witnessed the remarkable evolution of the product marketing role, transcending its conventional confines. Nowadays, product marketers work with different stakeholders and join forces with various teams throughout the whole customer journey. This alignment, where product, marketing, sales, and customer success come together, is the most important aspect of creating an exceptional customer experience.

Within this collaborative ecosystem, product marketing serves as the essential link in a chain, connecting every element of the customer's interaction with the product. It's not merely about creating compelling marketing campaigns; it's about ensuring that the product aligns with market needs, resonates with the target audience, and ultimately ensures the revenue goal is hit.

In this evolved landscape, the focus on commercialization takes center stage. Product marketers are not only...