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


In today's customer-centric business environment, VoC programs have become essential for businesses seeking to gather and consolidate customer feedback. These programs provide a means to collect valuable insights into customers' experiences by soliciting feedback on their needs, desires, expectations, and issues related to a product or service. By leveraging VoC programs, businesses can cultivate a customer-focused culture, empowering all teams to make informed decisions based on the feedback received from customers and prospects. Moreover, customer research and VoC programs are invaluable tools that provide us with a comprehensive understanding of our customers, offering deep insights into their behaviors and motivations.

This wealth of data gathered from customer research serves as a robust foundation for crafting the right products and shaping your product roadmap. In the upcoming chapter, we will explore the intricacies of the product roadmap, investigating how...