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 benefits

Companies can struggle to match their products with market demand, risking wasted efforts. Market research helps generate customer-centric ideas and solutions that resonate with the target audience and consequently drive growth. Zendesk , a top-tier provider of customer service software, owes its success to its early adoption of extensive market research. In its early days, the company's founders conducted surveys and interviews with potential customers to gain insight into their customer service struggles and current support request management methods. Through this research, Zendesk was able to identify several key pain points, including the inefficiencies and fragmentation of existing systems to track and address customer inquiries. As a result, Zendesk developed a cloud-based software platform that streamlined the support process, providing a centralized hub to manage customer interactions across multiple channels. Today, Zendesk serves thousands...