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


A skilled outbound product marketer is like a general manager of a product or segment, tasked with achieving revenue targets amidst a constantly shifting landscape of customer needs. To succeed, they must take a holistic approach to understanding customers, delving beyond their immediate behaviors to uncover the underlying motivations and factors that drive purchasing decisions.

While driving accelerated market outreach and revenue growth is undoubtedly a primary objective, it's important to recognize that developing effective GTM strategies alone isn't sufficient. The outbound product marketer plays a pivotal role in all aspects of the product's post-launch life cycle, tracking its adoption and performance to optimize the customer journey and enhance the overall customer experience. This requires a collaborative approach, working with various teams to develop the right assets, programs, and strategies, ultimately resulting in sustainable growth and customer retention...