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

Understanding customer research for effective decision-making

In today's customer-centric business landscape, conducting customer research is a crucial tool for achieving business success. It offers valuable insights into customers' needs and behaviors, enabling businesses to develop effective customer experiences that align with their needs and preferences. Customer research typically aims to answer questions such as the following:

  • What factors influence customer satisfaction and loyalty?
  • How do customers perceive the quality of a product or service?
  • What are the factors that play a significant role in shaping customers' purchasing behavior and decision-making processes?
  • What are the top channels for connecting and engaging with customers?
  • What are the emerging developments and changes in the market that can influence customer attitudes and behaviors?

An in-depth grasp of customers holds immense significance for the growth of any thriving business. Essential to achieving...