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

What is inbound product marketing?

Inbound product marketing goes beyond being a theoretical concept; it is a practical and results-driven approach that delivers tangible outcomes. This strategic approach actively informs and influences the development and improvement of products. The focus of inbound product marketing lies in tasks that shape product development and enhancement. This includes conducting thorough market research, gaining an understanding of competition and customer personas, as well as collaborating closely with the product organization. The core tasks of inbound product marketing primarily revolve around customer and market analysis, business case development, and other research-oriented activities. This approach proves most effective when the target customer's definition is challenging, typically determined by the problem they face or the triggering event they are experiencing. The following figure shows some of the key activities of inbound product marketing...