Cracking the Product Marketing Code : Craft Winning Go-To-market Strategies for Market Domination / Iman Bayatra ; foreword by Daniel Kuperman.

Format:

Book

Author/Creator:

Bayatra, Iman, author.

Contributor:

Kuperman, Daniel, writer of foreword.

Language:

English

Subjects (All):

Computer software--Marketing.

Computer software.

Physical Description:

1 online resource (292 pages)

Edition:

First edition.

Place of Publication:

Birmingham, England : Packt Publishing, [2023]

Summary:

Harness expert insights from Google, Meta, and TikTok to ace product launch, delight your customers, and accelerate growth with inbound strategies and outbound tactics Key Features Sharpen your product marketing skills to make an impact within your organization Unlock deeper insights through real-world examples to shape product development and drive exponential growth Discover product marketing strategies, templates, and frameworks in this one-stop guide Purchase of the print or Kindle book includes a free PDF eBook Book Description 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. What you will learn Understand the power of product marketing as you explore inbound and outbound strategies Leverage customer data to uncover insights and fuel innovation Develop impactful messaging to capture your audience's attention Discover key strategies in customer segmentation and how to build buyer personas Examine each stage of the GTM plan and identify winning strategies Apply the right tactics at each stage of the customer journey to drive product adoption Ensure internal and external stakeholders buy-in to create value Who this book is for If you're a product marketer, product marketing leader, or marketing manager looking to get to grips with product marketing and identify blind spots in your product marketing strategies, primarily in B2B tech, this book is for you. Product managers seeking to develop their product marketing skillset will find this book especially useful. However, basic knowledge of product marketing is all you need to get the most out of this book.

Contents:

Cover

Copyright

Foreword

Contributors

Contents

Preface

Part 1: Introduction

Chapter 1: Introducing Product Marketing

Understanding the role of a product marketer

Diving deep into the role of a product marketer - key functions and responsibilities

Understanding the impact of company size and structure on the product marketing role

Inbound versus outbound

Summary

Chapter 2: Inbound Product Marketing - Product Innovation

What is inbound product marketing?

Role of inbound product marketing in driving product development and fostering innovation

Product development

Diversification

Why inbound product marketing?

Involving product marketers

Applying an outside-in perspective

Clearly defining target customers

Chapter 3: Outbound Product Marketing - Driving Product Adoption and Growth

What is outbound product marketing?

Messaging and creatives

GTM campaign timeline

Marketing plan

Sales enablement plan

Performance and measurement

Outbound product marketing and customer journey

Top of the funnel (TOFU) - the problem/need recognition stage

Middle of the funnel (MOFU) - information search stage

MOFU - evaluation of alternatives

Bottom of the funnel (BOFU) - purchase decision

BOFU - post-purchase behavior

Part 2: Driving Product Enhancement with Inbound Strategies

Chapter 4: Market Research and Competitive Analysis - Strategies to Enhance Innovation

Market research and benefits

Why market research?

The role of market research across the GTM life cycle

Primary versus secondary research

Primary market research

Exploratory research

Specific research

Quantitative versus qualitative data

Qualitative data

Quantitative data

Secondary market research

Competitive intelligence.

Best practices to execute effective competitor analysis

Sharing competitive analysis across teams

Integrating CI throughout the GTM and product launch plan

Substitute analysis (part of Porter's five forces)

SWOT analysis

Strengths

Weaknesses

Opportunities

Threats

Win/loss analysis

Conducting a win/loss analysis

Competitive pricing intelligence

Chapter 5: Customer Research - Creating an Effective Voice for Customer Programs

Understanding customer research for effective decision-making

Differentiating between market research, customer research, and user research

Types of customer research

Primary customer research

Secondary customer research

The challenge of using customer insights effectively

Guiding product roadmaps and fostering innovation through customer research

Enhancing customer understanding through effective VoC programs

What exactly does VoC mean?

Building an effective VoC program

Gaining buy-in across different departments

Identifying customer feedback channels

Analyzing common issues

Using feedback analysis to prioritize strategic actions

Monitoring the impact

Essential principles for a successful VoC program

VoC program to create differentiation

Turning customer insights into action

Product/feature development

GTM strategy

Product launch

Boosting ROI with a VoC program

What are VoC metrics?

How to measure the ROI of your VoC program?

Chapter 6: Influencing the Product Roadmap

What is a product roadmap?

The role of product marketing in the roadmap

Implementing strategies to influence the product roadmap

Communicating the product roadmap

Effectively communicating the product roadmap and vision

Chapter 7: Customer Segmentation and Personas.

Segmentation - How to improvecustomer segmentation

Understanding why segmenting your customer base is critical

Navigating the types of customer segmentation

Mastering the customer segmentation process

Crafting your ideal customer profile

Understanding your personas in detail

Navigating persona types - user, buyer, and more

User personas

Buyer personas

How to create a buyer persona?

Harnessing the power of personas - how to use them effectively

Creating effective personas with the JBTD framework

JTBD versus personas

Part 3: Outbound: Strategies for Product Adoption and Exponential Growth

Chapter 8: Competitive Positioning and Messaging for Growth

Driving growth with positioning

What are the key components of positioning?

Value proposition and competitive positioning

How to create a strong value proposition

Strategic narrative, narrative design, and positioning

Effective product messaging for growth

The key elements of effective messaging

Crafting compelling messaging

Conducting market research and competitive analysis

Understanding your target audience

Defining your value proposition

Crafting key messages

Channeling adaptation

Testing and refining

Rolling out, measuring, and optimizing

Messaging automation

Chapter 9: GTM Strategies for Exponential Growth

Exploring the key components of an effective GTM strategy

Identifying your ideal market

Determining whether you're in the right market

Product-market fit

What is product-market fit?

What are the benefits of product-market fit?

How to measure product-market fit?

Laying out distribution strategy

Exploring common distribution methods

B2B versus B2C distribution strategies

B2B distribution strategy

B2C distribution strategy

Summing it up.

Creating your content strategy

Content development

Types of content

Content distribution

Measuring and optimizing your efforts

Unveiling the blueprint for a successful product launch

Aligning with the launch process

Stakeholder alignment

Launch goals

Launch tier

Launch metrics/measurement

Awareness and early adoption

Channel performance

Product retention

A global product launch

Chapter 10: Enable Your Sales Team and Maximize Effectiveness

Building an effective sales enablement program

Building your sales collateral hub

Adjusting your sales collateral for every stage of the buying journey

Awareness and interest stage

Sales scripts

Email templates

Consideration stage

Battlecards

Pitch presentations

Product sheets

Product demo

Case studies

Purchase stage

Dealing with objections

Advocacy/post-purchase stage

Pricing increases

Sales enablement tools

Sales enablement success indicators

Part 4: Impactful Collaboration and Value Creation

Chapter 11: Ensure Internal Stakeholders Buy-In

Collaborating with PMs

Building effective collaboration between PMs and PMMs

Collaborating with marketing, sales, and customer success teams

Aligning product marketing, marketing, sales, and customer success

Getting buy-in and earning the trust of each team

Engaging the C-suite

Chapter 12: Analyst Relations (AR)

The role of product marketing in AR

How can analysts help?

How to create a successful AR program

AR program - best practices

Index

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Notes:

Description based on print version record.

ISBN:

9781837632435

183763243X

OCLC:

1407277028