Published 2/2023
MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHz
Language: English | Size: 450.70 MB | Duration: 1h 48m
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
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