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

Creating effective personas with the JBTD framework

The JTBD framework is a game-changing approach to product development that involves gaining a deep understanding of the specific jobs customers need to accomplish and the decision-making process guiding their product selection. By designing products tailored to meet these exact needs, JTBD can significantly increase the chances of product selection. By identifying JTBD, you can craft messaging, positioning, and features that truly resonate with customer needs, resulting in more relevant and compelling products.

The JTBD framework represents a departure from product-centric development frameworks in that it emphasizes the customer's perspective. Yet, it distinguishes itself by going beyond understanding the customer's needs and aims to probe their underlying motivations for purchasing. According to entrepreneur and author Guerric de Ternay (, the JTBD framework "helps...