Product Marketing: Effective Go To Market Strategy

Build sustainable go to market strategies for tech products

What you'll learn

The 4 foundations every Product Marketer has to get right

How to position your product effectively

How to work effectively with Product Managers, Marketing & Sales

The Product Marketer's role in finding product-market fit

Using Release Scales to thrive in Agile Environments

6 Miro templates you can use immediately

Requirements

The course assumes a basic knowledge of Agile practices

Description

Welcome to Product Marketing: Effective Go-To-Market StrategyThe best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story.Product success starts with making the right strategic decisions. But the challenge for many product teams is that they are often so preoccupied with the tactics that they no longer see the forest for the trees.This course will help you proactively create a winning product strategy and an actionable product roadmap using a wide range of proven tools and techniques.What you’ll get from this course.In this course, you’ll learn:The 4 foundations every Product Marketer has to get rightHow to position your product effectivelyHow to collaborate effectively with Product Managers, Marketing & SalesThe Product Marketer's role in finding product-market fitUsing Release Scales to thrive in Agile EnvironmentsI'll also provide 6 ready to use Miro templates that you can apply immediately at your workplace.Why learn Product Marketing?The demand for "modern" Product Marketing is growing rapidly. In fact, LinkedIn ranks "Product Marketing" as one of the fastest growing careers in 7 countries such as Turkey, The Netherlands & India. More and more companies are finally figuring out how important this discipline and this role are to their success. But Product Marketing practices are also widely misunderstood, with most product initiatives failing to launch. And of those that do launch, only a fraction delivers value to the intended customers. In a field where so many teams follow counter-productive practices, copying others won't work.Don't Imitate. Understand.This course will teach you proven approaches used by top product teams. And the practical portion will give you real-world skills that you can apply immediately. If you're a Product Marketer looking to level up your product skills or are trying to transition into a new career, this course will help prepare you for success. And if you work in a related role (Business Analyst, Project Manager, Designer, etc), you’re also in the right place.What if I have questions?I offer full support, answering any questions you have 7 days a week (whereas many instructors answer just once per week, or not at all). This means you’ll never find yourself stuck on one lesson for days. With my hand-holding guidance, you’ll progress smoothly through this course without any major roadblocks.So Let’s Do This! Enrol now and sharpen your product strategy skills. See you on the inside!

Overview

Section 1: Introduction

Lecture 1 Welcome & Course Overview

Lecture 2 Why Product Marketing Matters

Lecture 3 Adjusting Course Speed

Lecture 4 Join the Student Community

Lecture 5 Product Marketing vs Marketing

Section 2: Foundations

Lecture 6 Four Foundations Of Product Marketing

Lecture 7 Foundation #1: Market Insights

Lecture 8 The Competition

Lecture 9 The Output of Customer Insights

Lecture 10 Foundation #2: The Go-to-Market (GTM) Plan

Lecture 11 GTM Building Blocks

Lecture 12 Company Maturity & GTM Plan

Lecture 13 Template #1: The GTM Canvas

Lecture 14 Foundation #3. Product Positioning

Lecture 15 Template #2: Product Positioning Template

Lecture 16 The Positioning Statement

Lecture 17 Template #3: Create Your Positioning Statement

Lecture 18 Getting Messaging Right

Lecture 19 Template 4: The Messaging Canvas

Lecture 20 Search Engine Optimization

Lecture 21 Foundation #4: Evangelism

Lecture 22 Finding Your Evangelists

Lecture 23 Enabling Evangelism - Examples

Lecture 24 Key Skills to Develop

Section 3: Working With Others

Lecture 25 Why PM & PMM Are Separate Roles

Lecture 26 Partnering With Product Management

Lecture 27 Signs PMM + PM Work Together Well

Lecture 28 PMM-PM Anti-patterns To Watch Out For

Lecture 29 Partnering With Marketing

Lecture 30 Signs PMM + Marketing Work Together Well

Lecture 31 PMM-Marketing Anti-Patterns To Watch Out For

Lecture 32 Partnering With Sales

Lecture 33 PMM-Sales Anti-Patterns To Watch Out For

Lecture 34 Signs PMM + Sales Work Together Well

Section 4: Finding Product Market Fit

Lecture 35 The Role of PMM in Finding Market Fit

Lecture 36 Market Oriented Questions To Ask

Lecture 37 A/B Messaging Test

Lecture 38 Download A-B Testing Guide

Lecture 39 Exit Surveys

Lecture 40 Ad Testing

Lecture 41 Sentiment Probe

Lecture 42 Demand Test

Lecture 43 Usability Test

Lecture 44 Template # 5: Usability Testing

Lecture 45 Win/Loss Analysis

Lecture 46 Sales Shadowing

Lecture 47 Social Sentiment

Section 5: Agile Product Marketing

Lecture 48 PMM's Challenges In Agile Environments

Lecture 49 Major vs Minor Releases

Lecture 50 The Release Scale

Lecture 51 Template # 6: The Release Scale

Lecture 52 PMM Performance Metrics

Lecture 53 Bonus Lecture

Product Marketing professionals,Product Management professionals,Entrepreneurs and small business owners,Operations Managers,Designers,People interested in transitioning to the tech industry