Product Marketing
New year resolutions are easy to make. This year, I decided that I would consolidate my learning with a certification in Product Marketing in line with my current role. However, I got confused. Both – the Product Marketing Alliance and the Pragmatic Institute – have great reviews from course participants from around the world. How to choose?
Second, I questioned my sincerity. A certificate would provide me with a stamp of approval. But that would not necessarily ensure that I've learnt all that there is to learn in this field. Was I unconsciously hoping for a shortcut? Wouldn't an ardent learner simply start learning by laying their hands on all the pre-existing resources out there on the web?
So, here goes: my challenge to myself to learn all about Product Marketing by first consuming all the great content that's already out there. The certification might follow – at the right time – after I've learnt my lessons. And of course, the idea is to share the best resources I discover over the course of my journey right here along with my notes.
pragmatic institute
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The Product Marketing function owns the positioning, messaging, and branding of a product. Read more.
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Product Marketing Alliance
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What is PMM?
Difference between PMM & PM
The product lifecycle
How to work with PM?
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Qualitative vs quantitative research
Win-loss interviews
Win-loss framework
Observations + rest of your market
Competitor intelligence
Validating your hypothesis
Building a business case
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Pricing basics
Calculating your baseline
Cost plus pricing
dynamic pricing
Price sensitivity surveys and conjoint analysis
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An intro to OKRs
Go to market OKRs
Sales enablement OKRs
Lead-gen OKRs
Product adoption OKRs
Reporting & communication
Product Mkg metrics that matter
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What are personas?
Buyer persona vs user persona
Creating your personas
How to use personas effectively
How to develop personas the right way
What is jobs-to-be-done?
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Positioning overview
Positioning fundamentals
How to approach positioning
Understanding messaging
Survey Monkey's 7 step messaging process
An intro to narrative design
Storytelling framework
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Go to market overview & process
Acquisition & engagement channels
3-step growth strategy
Timing your launch
Communicating your GTM strategy
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Why communication is important?
12 tips to communicate better?
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The role of sales enablement
Sales enablement tactics
Creating a sales playbook from scratch
Sales enablement fundamentals
Getting sales teams bought in
Measuring sales enablement
Product led growth
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Onboarding examples
Onboarding framework
Onboarding best practices
Retention tactics
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Analysis fundamentals
Areas to analyse
A/B testing
Cohort analysis