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

What is outbound product marketing?

The role of a product marketer is highly dynamic and can vary significantly depending on the size and structure of a company. In many organizations, product marketing is primarily focused on outbound marketing. This involves developing a GTM strategy, crafting messaging that resonates with different personas, and collaborating with stakeholders to launch products successfully.

As an outbound product marketer, you essentially act as a General Manager (GM) for the product, assuming ultimate responsibility for its revenue and success. This includes overseeing the product's pipeline, win rate, sales cycle, and other key metrics to ensure it is meeting its revenue targets. To achieve these objectives, you must work closely with sales and customer success teams to ensure the product or segment you support is achieving its goals.

Overall, being an outbound product marketer requires a deep understanding of the target market and the ability to identify...