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


Introducing Product Marketing

In recent years, product marketing has undergone a significant transformation, and has become a vital trend and top role, especially in the field of tech companies operating in a crowded and rapidly changing market. In the past, product marketing was primarily concerned with executing tactical activities such as creating sales and marketing materials, gaining an in-depth understanding of buyer personas, and crafting messaging that resonated with customers. As competition in many industries intensifies, customer journeys become more complex. In addition, with the dynamic nature of customer behavior, which places great emphasis on enhancing customer experience, the product marketing role has evolved into a more strategic function. The modern product marketer must possess strategic thinking abilities to navigate the changing market conditions and leverage new technologies to achieve business objectives. Moreover, product marketers must be skilled in problem-solving, creative communication, and collaboration to lead cross-functional teams and work with stakeholders across the organization, ensuring successful product launches that achieve the business objectives outlined.

In this chapter, we aim to provide an in-depth exploration of the product marketing role, examining the various factors that influence the shape and functions of product marketers. We will gain a comprehensive understanding of the difference between inbound and outbound product marketing, highlighting the benefits they offer to businesses. We will explore the impact of company size and structure on the product marketing role, including how larger or smaller organizations may have different requirements and expectations for product marketers. In this chapter, we will address several important questions related to the product marketing role:

  • What were the primary factors that led to the transformation of the product marketing role?
  • How do a company's size and structure affect the key functions of product marketers?
  • What distinguishes inbound product marketing from outbound product marketing?