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

Primary versus secondary research

As a PMM, you will likely have a good understanding of the target customers and the overall business objectives. However, conducting market research and analysis requires specific skills and expertise in data analysis and research methods. This is where your collaboration with analytics and strategy experts comes into play. These experts can provide valuable insights and help you understand the data that is being gathered. They can also help you identify trends and patterns that you may have missed on your own.

Your role in guiding the research is critical. You can help ensure that the research is aligned with the business objectives and that the insights gained from the research are actionable. You can also help communicate the research findings to stakeholders within the company, in a way that is easy to understand and can be used to make informed decisions.

It's often recommended to use multiple research methods, as they can complement each...