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Cracking the Product Marketing Code

You're reading from   Cracking the Product Marketing Code Craft winning go-to-market strategies for market domination

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Product type Paperback
Published in Oct 2023
Publisher Packt
ISBN-13 9781837632763
Length 292 pages
Edition 1st Edition
Concepts
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Authors (2):
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Daniel Kuperman Daniel Kuperman
Author Profile Icon Daniel Kuperman
Daniel Kuperman
Iman Bayatra Iman Bayatra
Author Profile Icon Iman Bayatra
Iman Bayatra
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Toc

Table of Contents (19) Chapters Close

Preface 1. Part 1 – Introduction
2. Chapter 1: Introducing Product Marketing FREE CHAPTER 3. Chapter 2: Inbound Product Marketing – Product Innovation 4. Chapter 3: Outbound Product Marketing – Driving Product Adoption and Growth 5. Part 2 – Driving Product Enhancement with Inbound Strategies
6. Chapter 4: Market Research and Competitive Analysis - Strategies to Enhance Innovation 7. Chapter 5: Customer Research – Creating an Effective Voice for Customer Programs 8. Chapter 6: Influencing the Product Roadmap 9. Chapter 7: Customer Segmentation and Personas 10. Part 3 – Outbound: Strategies for Product Adoption and Exponential Growth
11. Chapter 8: Competitive Positioning and Messaging for Growth 12. Chapter 9: GTM Strategies for Exponential Growth 13. Chapter 10: Enable Your Sales Team and Maximize Effectiveness 14. Part 4 – Impactful Collaboration and Value Creation
15. Chapter 11: Ensure Internal Stakeholders Buy-In 16. Chapter 12: Analyst Relations (AR) 17. Index 18. Other Books You May Enjoy

1

Introducing Product Marketing

In recent years, product marketing has undergone a significant transformation, and has become a vital trend and top role, especially in the field of tech companies operating in a crowded and rapidly changing market. In the past, product marketing was primarily concerned with executing tactical activities such as creating sales and marketing materials, gaining an in-depth understanding of buyer personas, and crafting messaging that resonated with customers. As competition in many industries intensifies, customer journeys become more complex. In addition, with the dynamic nature of customer behavior, which places great emphasis on enhancing customer experience, the product marketing role has evolved into a more strategic function. The modern product marketer must possess strategic thinking abilities to navigate the changing market conditions and leverage new technologies to achieve business objectives. Moreover, product marketers must be skilled in problem-solving, creative communication, and collaboration to lead cross-functional teams and work with stakeholders across the organization, ensuring successful product launches that achieve the business objectives outlined.

In this chapter, we aim to provide an in-depth exploration of the product marketing role, examining the various factors that influence the shape and functions of product marketers. We will gain a comprehensive understanding of the difference between inbound and outbound product marketing, highlighting the benefits they offer to businesses. We will explore the impact of company size and structure on the product marketing role, including how larger or smaller organizations may have different requirements and expectations for product marketers. In this chapter, we will address several important questions related to the product marketing role:

  • What were the primary factors that led to the transformation of the product marketing role?
  • How do a company's size and structure affect the key functions of product marketers?
  • What distinguishes inbound product marketing from outbound product marketing?
You have been reading a chapter from
Cracking the Product Marketing Code
Published in: Oct 2023
Publisher: Packt
ISBN-13: 9781837632763
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