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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

Driving growth with positioning

Positioning is the art of establishing your product as a frontrunner in delivering something that matters greatly to a specific group of customers. In the words of April Dunford, a renowned expert in the field, "Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about."

Positioning refers to the process of defining and establishing a distinct place for a product or service in the market. It involves identifying and highlighting the unique attributes, features, and benefits of the product that differentiate it from competitors and resonate with the target audience . The goal of positioning is to create a perception in the minds of consumers about the value and relevance of the product. It helps establish a competitive advantage by clearly articulating how the product meets the specific needs and desires of customers better than alternative offerings.

Positioning influences...

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