Cracking the Product Marketing Code: Craft winning go-to-market strategies for market domination

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
	Summary
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
	Summary
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
	Summary
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?
	Summary
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
	Summary
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
	Summary
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
	Summary
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
	Summary
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
	Summary
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
	Summary
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
	Summary
Index
	A
	B
	C
	D
	E
	F
	G
	H
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	J
	K
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	P
	Q
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