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


Influencing the Product Roadmap

In the role of inbound product marketer, we hold a critical position in shaping the direction of our company's products. Our main goal is to ensure that the products not only satisfy the present needs of our customers but also adapt to meet their evolving demands. To achieve this, it is essential to have a thorough grasp of the product's future trajectory, and this is where the product roadmap becomes crucial. Drawing upon our extensive knowledge of the market, customers, and competitors, we have the ability to exert influence over the product roadmap .

The product roadmap serves as a strategic compass for all teams – product, sales, marketing, and so on – delineating the goals, initiatives, and milestones that steer the product's development and evolution. It acts as a guiding framework, aligning the product's trajectory with market dynamics, customer insights, and business objectives. Through active involvement...