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

2

Inbound Product Marketing – Product Innovation

Today, a product's success hinges on more than its appealing features and functionality, especially since we're in a fast-paced and constantly evolving marketplace. To genuinely connect with customers and differentiate them from competitors, businesses must embrace a strategic and customer-centric approach to product marketing. This is precisely where inbound product marketing comes into play.

As mentioned in the previous chapter, the role of product marketing varies across companies and encompasses two key sets of functions: outbound activities and inbound activities. In this chapter, our primary focus will be on exploring the realm of inbound product marketing.

Inbound product marketing is a powerful methodology that focuses on gathering deep insights into customer needs, preferences, and challenges to inform the development and enhancement of a product. It involves meticulous research, data analysis, and collaboration...