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

The role of product marketing in AR

Product marketing holds the responsibility of effectively communicating the value, features, and benefits of a company's products or services to its target audience. Within the context of an AR program, your involvement becomes vital in nurturing positive relationships with industry analysts. You bear the responsibility of adeptly executing a robust AR program, which holds the potential to yield a multitude of benefits. These include achieving more deals and driving increased sales, acquiring deeper competitive intelligence, and enhancing sales enablement. Furthermore, this program facilitates market testing, knowledge expansion, and a heightened share of voice (SOV) within the market. Let's delve into the benefits of cultivating a strong relationship with analysts.

How can analysts help?

The establishment of strong and meaningful relationships with analysts holds a strategic role within the realm of PMMs. This significance arises...