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

Segmentation – How to improve customer segmentation

Before delving into customer segmentation , it's important to understand the difference between market and customer segmentation . Market segmentation involves dividing a larger market into smaller groups of customers who share similar needs or characteristics. A market segment refers to a subset of customers within a larger target market who possess common characteristics or behavior patterns that distinguish them from other customers. In other words, a market segment is a group of customers or businesses that share similar needs, preferences, or interests, and who are likely to respond in a similar way to marketing messages and promotions. Market segmentation is a crucial tool that helps businesses gain a comprehensive understanding of their target audience as a whole, with the ultimate goal of gaining insights into the overall market and its segments. This allows companies to connect with and create targeted and effective...