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Full Description
Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company.
The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between "also-ran" products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product's story.
Part of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision.
Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing.
With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you:
the centrality of product marketing to any product's success
the key skills and actions required to do it well
the four fundamentals of product marketing and how to apply them
how to hire, lead, and organize product marketing
how product marketers optimize crucial collaboration with other functions
one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing
LOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.
Contents
Foreword by Marty Cagan xiii
Introduction: My Story 1
Part One: The Foundation: Understanding Product Marketing's Fundamentals 7
Chapter 1: When David Beats Goliath: Why Product Marketing Matters 9
Chapter 2: The Fundamentals of Product Marketing 16
Chapter 3: Ambassador: Connect Customer and Market Insights 24
Chapter 4: Strategist: Direct Your Product's Go-to-Market 31
Chapter 5: Storyteller: Shape How the World Thinks About Your Product 39
Chapter 6: Evangelist: Enable Others to Tell the Story 47
Part Two: How to Do the Role: Who Should Do Product Marketing and How to Do It Well 53
The People and Partnerships
Chapter 7: Strong Product Marketing: Skills of the Good 55
Chapter 8: How to Partner with Product Management 66
Chapter 9: How to Partner with Marketing 74
Chapter 10: How to Partner with Sales 81
Essential Processes and Tools
Chapter 11: Discovering and Rediscovering Market Fit 88
Chapter 12: Product Marketing in the Age of Agile 98
Chapter 13: The Metrics That Matter 105
Part Three: Strategist: Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy 111
Chapter 14: When Strategy Guides Product Go-to-Market: Salesforce 113
Chapter 15: What the iPhone Shows Us About Adoption Life Cycles 117
Chapter 16: The Brand Lever: It's Not What You Think 127
Chapter 17: The Pricing Lever: It's About Perceived Value 134
Chapter 18: Marketing When It's Not About Product 141
Chapter 19: The One-Sheet Product Go-to-Market Canvas 149
Chapter 20: Understanding in Action: Real Marketing Plans 159
Part Four: Storyteller: Clarity and Authenticity: The Process and Tools to Rethink Messaging 167
Chapter 21: Discover Your Position 169
Chapter 22: How to Listen and Connect: Expensify and Concur 174
Chapter 23: Understanding in Action: Netflix and Zendesk 181
Chapter 24: The Balancing Act: Right Message, Right Time 192
Chapter 25: The One-Sheet Messaging Canvas 199
Part Five: Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company 207
Chapter 26: Leading and Transforming Product Marketing 209
Chapter 27: How to Hire Strong Product Marketing Talent 218
Chapter 28: How to Guide a Product Marketing Career 225
Chapter 29: Product Marketing by Stage: Early, Growth, Mature 231
Chapter 30: Mature Company Inflection Points: When to Lean into Product Marketing 238
Conclusion: What You Can Do Right Now 244
Appendix: Marketing Terms Explained 247
Acknowledgments 255
About the Author 258
Index 261
