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

Integrating CI throughout the GTM and product launch plan

By conducting a thorough competitive analysis, companies can gain a better understanding of their competitor's strengths and weaknesses and identify opportunities to develop innovative products or features that meet unmet needs in the market. Furthermore, competitive intelligence can also help companies stay up to date on emerging trends and technologies, providing valuable insights that can inform product development decisions and drive innovation. In this part, we will examine some of the most prevalent forms of competitive analysis that can provide such valuable insights.

Substitute analysis (part of Porter's five forces)

As previously mentioned, it is crucial to take into account competitors that are not just in the same industry but also those that offer similar products or services. This is commonly referred to as keeping an eye open for substitutes. These are products or services that are not in the same...