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


This chapter has taken us on a journey through the diverse realms of market research. We've explored the various data collection methods available and how they seamlessly integrate into different phases of the GTM life cycle. From shaping pricing strategies to honing in on the perfect product-market fit and strategic segmentation, market research has proven to be an indispensable tool for informed decision-making. Despite the resource-intensive nature of market research, its continuous execution is paramount to staying attuned to evolving industry trends.

The latter part of this chapter delved into competitive intelligence, illuminating its pivotal role within the broader landscape of market research. We emphasized the necessity of regularly reassessing the competitive landscape and the importance of crafting comprehensive competitor profiles. In addition to direct competitors, we underscored the significance of monitoring indirect ones. We uncovered key analytical approaches...