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

AR program – best practices

AR programs are essential for enhancing your company's visibility and influence in the market. To create an effective AR program, it's crucial to diligently apply key best practices, including the following important ones:

  • Have a clear program objective: A clear understanding of program objectives is fundamental, accompanied by the establishment of a regular communication schedule for sharing updates with the chosen analyst community. Preparatory calls play a vital role, facilitating agreement on speakers' topics and enabling thorough rehearsals for key presentations.
  • Dedicate the right budget to your AR program: Allocate an appropriate budget for your AR program by considering several key elements. These encompass membership fees, event participation, and personnel costs. The membership fees levied by analyst firms such as Gartner and Forrester can fluctuate substantially based on the type and tier of analysts relevant to your market...