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


In this chapter, we delved into the creation of an impactful AR program, revealing its potential to grant product marketers unique access to a wealth of comprehensive insights. We explored how analysts possess the remarkable ability to shape industry perceptions of products. Furthermore, we offered valuable best practices and insightful tips for constructing a robust AR program, guaranteeing its effectiveness.

As we wrap up this chapter, we bring the final curtain down on the last section of this book. The journey through these pages has been a deliberate endeavor to provide you with a comprehensive understanding of the key functions and activities of product marketing. The insights woven into these chapters have been meticulously crafted to offer not only assistance but also a reservoir of practical utility. May this book act as a foundation upon which you can continue to explore and master the intricacies of the product marketing role.