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Learn the essentials of product marketing. Discover how to strategically create and launch products that align with your customers' wants and needs.
If a product doesn't align with your customers' wants and needs, then even the most clever ads and blog posts can't help it take off. Product marketingâthe sum of all the efforts necessary to research, message, position, promote, and support a productâis concerned with making sure that you create and launch a product that matters. In this course, Brad Batesole goes over the foundations of product marketing, explaining what it actually involves and how to excel at it. Learn about the different stages of the product lifecycleâfrom launch to declineâand what to focus on in product marketing in each stage. Explore the steps necessary to achieve product market fit, review messaging best practices, see how to use a Lean Canvas to efficiently manage your product marketing, and more.
Overview
Syllabus
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Introduction
- Understanding what a customer wants
- What is product marketing?
- Product manager vs. product marketing
- The product lifecycle
- Technology adoption lifecycle
- Development phase
- Introduction phase
- Growth phase
- Maturity phase
- Decline phase
- Product market fit
- Creating a value proposition
- Defining the target customer
- Messaging
- Competitive intelligence
- Creating a Lean Canvas
- Team alignment
- Product marketing metrics
- Next steps
