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

Outbound product marketing and customer journey

As an outbound product marketer, a key component of your role is to guide customers through both the buyer journey and the overall customer journey. To accomplish this, you collaborate closely with marketing, sales, and customer success teams to create strategies and plans that provide a series of positive and seamless experiences to move buyers along the funnel.

The buyer journey consists of several stages that a prospect goes through when considering a purchase or subscription, from initial awareness of the product or service to making a final decision. These stages include researching the product, evaluating its features and benefits, comparing it to alternative options in the market, and finally, making the purchase. Your responsibility as an outbound product marketer is to align each of these stages with captivating content that not only grabs the target audience's attention but also converts them into marketing qualified leads...