Learn Product Marketing: Go-To-Market Strategy With Projects

GTM strategy crash course: become an effective product marketing manager (PMM) with examples, templates and frameworks.

What you'll learn

How to effectively execute a go-to-market strategy for a product launch as a product marketer

Understand the 4P’s (Product, Price, Placement, Promotion) of the Marketing Mix

Frameworks, tools, and resources for market and customer research, collaborating with cross-functional teams, brainstorming KPIs, and launching a product

How to create powerful customer segmentations and customer personas

Learn how to credibly assess the competitive landscape and competitive positioning with frameworks, including SWOT and Porter’s Five Forces

How to get quality decision maker survey data: leveraging question types/formats for the right topics (including awareness, satisfaction, and NPS)

How to write your own compelling Unique Selling Proposition (USP) & Product Value Proposition

Guided exercises to 1) utilizing Google Sheets, 2) analyzing survey data for competitive positioning, 3) prioritizing customers, and 4) analyzing PMM metrics

Understand organic, paid, digital, and traditional marketing channels and how to tactically leverage the right one at each step of the marketing funnel

Learn how to partner with sales at each step of the marketing funnel and about common attribution models

Build a successful content marketing campaign and pricing strategy

Evaluate launch success with metrics (incl. revenue, churn, CAC & LTV) and product analysis & testing (incl. funnel analysis, cohort analysis & A/B testing)

Requirements

None

Description

Embarking on a journey into the dynamic world of Product Marketing can transform your career and business approach. Whether you're starting fresh or aiming to refine your skills, our comprehensive course, "Learn Product Marketing: Go-To-Market Strategy with Projects" is your gateway to becoming an adept product marketer.Why this course?From understanding the foundational elements of product marketing to deploying sophisticated go-to-market strategies, this course covers the A to Z of product marketing essentials. You're not just learning theoretical concepts; you're diving into real-world applications, detailed case studies, and interactive sessions that bridge the gap between knowledge and action.Course Highlights:Welcome Aboard: Kickstart your journey with a warm welcome and a guided tour on how to make the most out of this course, setting the stage for an engaging learning experience.Foundations of Product Marketing: Delve into what sets product marketing apart from brand marketing and product management. Understand the ecosystem in which product marketers thrive and the core responsibilities they bear.Pre-Launch Excellence: Unpack the strategies that ensure a successful product launch, starting with market research, customer segmentation, and competitive positioning. Learn about the marketing funnel, customer journey, and how to establish a compelling Unique Selling Proposition (USP).Launch with Impact: Discover the roles and responsibilities of a product marketer during the product launch. Learn how to set SMART goals, identify key performance indicators (KPIs), and prioritize your target audience for a memorable product rollout.Sustaining Success Post-Launch: Post-launch is not the end of the road; it's a crucial phase for product marketers. Learn how to measure success through revenue, churn, Customer Acquisition Cost (CAC), and Lifetime Value (LTV). Dive into product analysis and testing to iterate and improve.Exclusive Industry Insights: Gain unique perspectives from industry experts through our coffee chat sessions. Hear directly from successful product marketers about their experiences, challenges, and best practices.What Makes This Course Unique?Hands-On Learning: Beyond theoretical knowledge, engage with practical demos, case studies, and real-life scenarios that enhance your learning and application skills.Expert Insights: Benefit from interviews and discussions with industry leaders, providing you with insider knowledge and cutting-edge practices.Comprehensive Curriculum: From pre-product launch strategies to post-launch analysis, this course covers every crucial aspect of product marketing, ensuring you're well-equipped to create a go-to-market strategy from start to finish.Supportive Learning Environment: Our course is designed to foster a supportive community where learners can share insights, ask questions, and engage in meaningful discussions.Who Should Enroll?Whether you're a budding marketer, a seasoned professional looking to specialize in product marketing, or a business owner wanting to launch your products successfully, this course is designed to cater to a wide array of learners.Enroll in "Learn Product Marketing: Go-To-Market Strategy with Projects" today and embark on a learning journey that empowers you to make informed, impactful marketing decisions in the competitive world of products.More About This Course:Complex topics are taught in a simple way by instructors with a combined 10+ years of experience, including experience at LinkedIn, Udemy, Lucid, Samsung and strategy consultingThe course is designed to have an even balance between talking head, screen-cast, exercises, and case studies.Content is clearly organized so more advanced learners can jump in at any point and follow along with the relevant project file.

Overview

Section 1: Welcome to the Course!

Lecture 1 Course Roadmap

Section 2: Introduction to Product Marketing

Lecture 2 What is Product Marketing: Section Introduction

Lecture 3 Product Marketing, Brand Marketing, and Product Management

Lecture 4 Nice work!

Section 3: Go-to-Market Strategy: Pre-Product Launch

Lecture 5 Pre-Launch: Section Introduction

Lecture 6 Market Research: Topics and Resources

Lecture 7 Demo: Conducting Basic Market Research

Lecture 8 Customer Segmentation: Personas and Methodologies

Lecture 9 Competitive Positioning Frameworks

Lecture 10 Customer Research: Surveys and Other Techniques

Lecture 11 Demo: Google Sheets Primer

Lecture 12 READ: Case Information

Lecture 13 Case Intro: Competitive Positioning amongst MBA Programs using Surveys

Lecture 14 Case Solution: Competitive Positioning amongst MBA Programs using Surveys

Lecture 15 Unique Selling Proposition (USP) and Product Value Proposition

Lecture 16 The Marketing Funnel, Customer Journey, and Marketing Channels

Lecture 17 Marketing vs. Sales

Lecture 18 Attribution: Multi-Touch Marketing Attribution Models

Lecture 19 Content Marketing Strategies

Lecture 20 Pricing Strategies and Factors

Lecture 21 Nice Work!

Section 4: Go to Market Strategy: Launching the Product

Lecture 22 Product Launch: Section Introduction

Lecture 23 Launching a Product: Product Marketer Responsibilities

Lecture 24 Tiers, Smart Goals, and KPIs in Product Launch Planning

Lecture 25 Product Launch Roll-Out: Audience & Prioritization

Lecture 26 Case Intro: Building a Customer Prioritization Matrix

Lecture 27 Case Solution: Building a Customer Prioritization Matrix

Lecture 28 Nice Work!

Section 5: Go to Market Strategy: Post-Product Launch

Lecture 29 Post-Launch: Section Introduction

Lecture 30 Post-Launch Responsibilities of a Product Marketer

Lecture 31 Success Metrics: Revenue, Churn, CAC, LTV, and More

Lecture 32 Case: Analyzing Early Success in the SaaS Market for PivotPoint

Lecture 33 Case Solution: Analyzing Early Success in the SaaS Market for PivotPoint

Lecture 34 Types of Product Analysis and Testing

Lecture 35 Nice Work!

Section 6: Coffee Chats with Industry Experts

Lecture 36 Interview with LinkedIn Product Marketing Manager (PMM): Nora Wiegand

Product marketers,Business owners looking to launch products successfully,Seasoned marketing professionals wanting to hone their skill set,Students curious to learn more about product marketing,Entry level product marketers who want to learn foundational skills