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

Engaging the C-suite

In the ever-evolving landscape of product marketing, skillfully communicating your objectives and intentions to both upper management and team leaders necessitates a deliberate and tactical strategy. A cornerstone of this effort lies in comprehending the viewpoints and preferences of these decision-makers. Through a thorough exploration of their concerns and aspirations, you can adeptly shape your messaging to deeply resonate with their interests.

A pivotal point to successful communication lies in the seamless alignment of your product marketing objectives with the overarching business goals. Articulate how your strategic initiatives intertwine with revenue growth, customer satisfaction, or other pivotal performance metrics. Highlighting this alignment underscores the pivotal role that your efforts play in propelling the organization toward its broader aspirations.

Crafting a compelling narrative is equally essential. Distill your product marketing objectives into...