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


Over the past few years, product marketing has become a critical trend and a top role, especially in tech companies. The key functions of the role are dynamic and can vary significantly between organizations, influenced by internal and external factors. External factors such as real-time data and the rapid growth of technology have a considerable impact on the responsibilities of product marketers, while internal factors such as company size and structure can also shift the focus of the role.

Furthermore, the product marketing role can be divided into two key aspects: inbound and outbound product marketing. Inbound product marketing tends to focus on the product development side, including understanding customer needs, developing value propositions, and driving product roadmaps. Outbound product marketing is more execution-focused, centered around GTM activities such as demand generation, sales enablement, and customer advocacy.

In the upcoming chapter, we will explore inbound product marketing in depth and learn how it can be leveraged to drive innovation.