| Description |
1 online resource |
| Bibliography |
Includes bibliographical references and index. |
| Summary |
Harness expert insights from Google, Meta, and TikTok to ace product launch, delight your customers, and accelerate growth with inbound strategies and outbound tactics Key Features Sharpen your product marketing skills to make an impact within your organization Unlock deeper insights through real-world examples to shape product development and drive exponential growth Discover product marketing strategies, templates, and frameworks in this one-stop guide Purchase of the print or Kindle book includes a free PDF eBook Book Description In the ever-evolving product landscape, the significance of building the right product and bringing it effectively to the right market cannot be overstated. With this book, you'll learn how to bridge the gap between your product and the market to meet customer needs effectively. Equipped with a comprehensive understanding of product marketing and its key functions--inbound and outbound strategies--you'll discover how these strategies interweave throughout the product launch process and how to effectively leverage them to bring a product to market. This product marketing book will help you master the inbound strategies, influencing product development by conducting market and customer research, analyzing the competitive landscape, identifying customer segments, and building buyer personas to identify gaps and drive product innovation. Next, you'll get to grips with outbound strategies, the driving force behind product adoption and sustained exponential growth. You'll create and test messaging and positioning, build the go-to-market (GTM) plan, enable your sales team to maximize effectiveness, and ensure a product-market fit throughout the different stages of the buyer journey with impactful collaboration internally and externally for creating value. By the end of this book, you'll have transformed into a product marketing expert enhancing product innovation, driving product adoption, and accelerating growth. What you will learn Understand the power of product marketing as you explore inbound and outbound strategies Leverage customer data to uncover insights and fuel innovation Develop impactful messaging to capture your audience's attention Discover key strategies in customer segmentation and how to build buyer personas Examine each stage of the GTM plan and identify winning strategies Apply the right tactics at each stage of the customer journey to drive product adoption Ensure internal and external stakeholders buy-in to create value Who this book is for If you're a product marketer, product marketing leader, or marketing manager looking to get to grips with product marketing and identify blind spots in your product marketing strategies, primarily in B2B tech, this book is for you. Product managers seeking to develop their product marketing skillset will find this book especially useful. However, basic knowledge of product marketing is all you need to get the most out of this book. |
| Contents |
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 |
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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 |
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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 |
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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 |
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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 |
| Subject |
Computer software -- Marketing.
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| Added Author |
Kuperman, Daniel, writer of foreword.
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| Other Form: |
Print version: 9781837632435 |
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Print version: 1837632766 9781837632763 (OCoLC)1362864861 |
| ISBN |
9781837632435 electronic book |
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183763243X electronic book |
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