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)
1
Part 1 – Introduction
5
Part 2 – Driving Product Enhancement with Inbound Strategies
10
Part 3 – Outbound: Strategies for Product Adoption and Exponential Growth
14
Part 4 – Impactful Collaboration and Value Creation

Competitive intelligence

Competitive intelligence (CI) plays an essential role in product marketing. Keeping a close eye on your competition provides valuable insights into their strategies, strengths, and weaknesses. These insights can then be used to inform your product roadmap to enhance existing products and develop innovative ones, ultimately leading to meeting your customer's needs and providing better customer experiences. CI can provide several benefits, including the following:

  • Identifying your competitive advantage: By analyzing your competitors' strengths and weaknesses, you can identify opportunities to differentiate yourself from them.
  • Understanding your target market: Through competitive analysis, you can gain insights into the needs and preferences of your target market. This information can help you develop products and services that meet those needs and stand out from your competitors.
  • Identifying industry trends and gaps in the market: Monitoring your...