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

VoC program to create differentiation

As Product Marketing Managers (PMMs) , our primary objective is to develop a differentiated product that addresses the unique needs of our customers and stands out in the marketplace. To achieve this goal, the VoC program can serve as a valuable tool for us. Our responsibility includes converting the VoC program 's insights into actionable plans. This involves a comprehensive approach that begins with recognizing trends and common patterns in the feedback we receive from our customers. We then analyze and present this information in an easy-to-understand format to acquire a profound comprehension of our customer's pain points and preferences. Once we have a clear understanding of the VoC insights, we integrate them into our product marketing process. By aligning our marketing efforts with our customers' needs and desires, our goal is to improve their overall experience with our products. Furthermore, we utilize VoC insights to identify...