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


Customer Segmentation and Personas

Today's consumers are more fragmented than ever, and in order to truly connect with them and uncover their buying patterns, you need to deeply understand who they are, what their needs are, and what motivates their buying behavior. That's where segmentation and personas come in – they're like your trusty compass and map, helping you navigate the complex terrain of your target market.

The process of segmentation involves dividing a larger market into smaller, more manageable groups based on customers' shared characteristics, behaviors, or desires. This approach provides a deeper understanding of customers' specific preferences or interests, enabling you to tailor your marketing efforts and allocate your resources effectively.

And personas ? Well, they're like the colorful characters that populate the world of your market. They're fictional representations of your ideal customers – complete with names...