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

Enhancing customer understanding through effective VoC programs

In the current business landscape, there is growing recognition in the tech industry of the value of implementing VoC programs as part of a broader effort to prioritize customer needs and enhance the customer experience. While customer success and support teams focus on driving product usage and solving issues, VoC programs centralize customer feedback to better understand their needs, wants, expectations, and challenges with your products. VoC is a key component of customer experience that focuses on creating programs that offer visibility to customer and prospect feedback across the organization, allowing every team to make informed decisions. Despite the obvious benefits of these programs, organizations are still working to establish the framework and identify the technology needed to make them possible.

Although technology has made significant progress, including advancements in big data, AI-powered analytics, and generative...