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

The role of product marketing in the roadmap

For efficient execution of the roadmap, the active involvement of product marketers is vital throughout the planning process. From the initial stages of ideation, we bring valuable insights, questioning assumptions and ensuring a market and customer-centric approach. We leverage past outcomes, identify product gaps, and analyze competitive functionality to shape the roadmap with a strategic perspective. Moreover, as PMMs, we go beyond a feature list by crafting a narrative that adds context and storytelling, enabling effective communication with customers and enhancing their understanding of the roadmap's value proposition.

To ensure effective roadmap execution, regular check-ins such as quarterly roadmap review meetings should encompass various aspects, including progress updates, process changes, decision timelines, KPI reviews, pipeline discussions, and communication updates to different teams. It is crucial to share roadmap updates...