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

Why inbound product marketing?

Many tech companies are product first; they are busy innovating their products and implementing new features so frequently while assuming this is what customers want, while this is not the case. Product marketing is the right path to help companies make the shift to become customer-centric and infuse customers' needs and demands. This is exactly what happened with Microsoft when they launched Windows 8. The launch was a big failure since Microsoft was product-first. Later, this was a great lesson that Microsoft learned from when launching Windows 10, as it involved marketers at the earliest stages of developing the new product. They made sure every step was customer-centric and developed a compelling product with the right features that customers wanted to adopt.

During this time, Microsoft was facing growing competition from Google and Apple and decided to release the new big thing in the industry, Windows 8. The product was packed with countless innovative...