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


Market Research and Competitive Analysis - Strategies to Enhance Innovation

Market research is the science of uncovering hidden truths about a market the secret desires, untapped potential, and unspoken needs of its customers. Through market research, you can explore customer preferences and behaviors, competitor activity, and industry trends. Armed with this knowledge, you can make informed decisions about your products and marketing strategies.

In the upcoming two chapters of this book, we will explore how, as a product marketing manager, you can leverage the data and insights you collect from market research to develop actionable strategies. It's all about working closely with different teams and stakeholders, using this valuable information to make products even better, enhance customer experiences, and maintain a competitive edge.

This chapter will provide answers to essential questions, such as the following:

  • What advantages does market research offer, and what are the...