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


In the modern world, the synergy between crafting the right product and strategically introducing it to the perfect market has never held more importance. Welcome to an exhaustive guide that invites you to plunge into the fusion of creativity and methodology, enabling you to seamlessly bridge the gap between your product and a discerning market, effectively catering to the ever-evolving needs of customers.

In this book, you'll get a solid grasp of product marketing and its key aspects. You'll navigate the dynamic interplay between inbound and outbound strategies, acquiring a profound understanding of their roles throughout the product launch process and how to use them effectively to bring your product to market.

Once you've got the basics down, we'll dive into inbound strategies. These are the ways you can influence your product's direction, making sure it's just what your audience needs. We'll cover everything from conducting market research, engaging with customer insights, scrutinizing the competitive landscape, and refining customer segmentation to sculpting an intricate persona.

Following this, you'll delve into the intricate realm of outbound strategies meticulously designed to propel product adoption and fuel exponential growth. You'll master the nuanced art of crafting and fine-tuning compelling messaging and positioning, architecting a robust go-to-market plan, empowering your sales cadre for optimal efficiency, and nurturing a harmonious product-market resonance across the diverse stages of a buyer's expedition.

The journey concludes with a deep look at collaboration – how working together with people both inside and outside your company creates real value. By the time you finish this book, you'll be a product marketing pro, enhancing your product to meet customer needs, driving product adoption, and accelerating growth.