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

Communicating the product roadmap

Effectively communicating the product roadmap to customers and prospects is crucial. This can be achieved by establishing dedicated channels for sharing the roadmap with customers and engaging them through various avenues, such as webinars, user groups, and beta programs. By involving customers in these activities, PMMs generate excitement, foster relationships, and gather valuable feedback prior to the official launch of features. This customer-centric approach not only builds customer loyalty but also ensures that the product roadmap aligns with customer needs and expectations, ultimately driving product success.

The success story of Twilio – a renowned cloud communications platform offering a range of tools and services for businesses to effectively connect with their customers through diverse communication channels such as voice, messaging, video, and email – serves as a prime example of the profound influence a product marketing...