Learn Product Marketing: Go-To-Market Strategy with Projects

Define product marketing, explain who it works with. Outline the responsibilities of a product marketer.

Learn how product marketing bridges the product and market with positioning, messaging, and launches to drive demand, while brand marketing shapes company reputation and product management guides the lifecycle.

Advance your understanding of product marketing and go to market strategy through this section, building momentum as you progress.

Explore market research and competitive positioning in the pre-launch section to master segmentation, product value proposition, marketing channels, sales, attribution, content, and pricing for a successful go-to-market.

Navigate the pre-launch market research phase to map market size and trends, uncover customer needs, buying behaviors, analyze competitors, plan positioning, channels, and pricing via primary and secondary data triangulation.

Learn to conduct basic market research using free resources like Google search to estimate market size, growth, subsegments, brands, channels, and competitors.

Explore how customer segmentation drives tailored communication and products for B2B and B2C, and how customer personas—demographics, psychographics, behavioral traits, motivations, and pain points—shape targeted messaging.

Explore competitive positioning in go-to-market strategy using SWOT, Porter's five forces, positioning maps, and competitive benchmarking to identify gaps, opportunities, and market leadership.

Explore qualitative and quantitative customer research methods, including surveys, focus groups, interviews, and observational research, and learn to blend data to guide pre-product launch decisions.

Learn essential data skills for product marketing with a Google Sheets primer. Practice basic spreadsheet concepts—cells, addresses, and formulas—and apply pivot tables, charts, and percentiles to case studies.

Compare Stern with Haas, Booth, and Wharton using a 100-student survey across instructional quality, course quality, school brand, student support, and affordability to inform competitive positioning and strategic recommendations.

Analyze survey data to create and visualize competitive positioning among MBA programs using pivot tables, charts, and a positioning matrix focused on affordability and course quality.

Differentiate products with value propositions and USPs to guide development and marketing. Use the 'we help x the customer do y' formula with Apple, Amazon, and Uber as examples.

Explore marketing channels—digital, traditional, and partnerships—and build a channel strategy around audience, content, and budget. Understand marketing funnel from awareness to loyalty and how organic and paid channels drive it.

Differentiate marketing and sales: marketing reaches broad audiences, while sales closes deals one-on-one. Use inbound and outbound, a blended marketing-sales approach, and a value-customization matrix to decide usage.

Learn how attribution assigns revenue across a customer journey with multi-touch models like first click, last click, linear, time decay, and U-shaped, and the resulting investment implications.

Explore content marketing strategies by defining goals and target audiences, selecting channels, researching topics, and building a calendar to create, review, and publish engaging content across the funnel.

Explore how cost, competitors, customer perception, and external factors shape product pricing. Learn strategies like value based pricing and dynamic pricing, with examples from SaaS, Salesforce, airlines, and Uber.

Finish the pre-launch section and solidify your plan to bring your product to market as you continue through the go-to-market focused course.

Explore launch planning and launch rollout in this product marketing course section, and learn how to prepare and execute a successful product launch.

Product marketers coordinate cross-functional go-to-market launches with leadership, product, sales, customer success, and marketing to align messaging and enablement using rapid and darcy decision frameworks.

Learn how tiered product launches allocate resources and customize messages across tiers. Master KPI pyramids, Gantt charts, and product launch trackers to set smart goals and align with executives.

Explains the beta, soft, and public launch stages, their objectives, audiences, and readiness criteria. Introduces a prioritization matrix to rank customer segments for go-to-market.

Analyze internal data to sequence a product launch for Airbnb's host hub feature targeting ultra hosts. Prioritize rollout waves by value, using percentile data to determine ultra hosts' wave placement.

Build a customer prioritization matrix for ultra hosts using earnings, bookings, properties, and other data points, normalize with percentiles, and plan a three-wave host hub rollout.

Celebrate completing the launch section and acknowledge your progress as you prepare for the next section of the course.

Delve into post-launch analysis and product testing to master the crucial skills needed to successfully bring a new product to market.

Explore post-launch responsibilities of a product marketer, including tracking, evaluating, and optimizing with qualitative and quantitative feedback loops, KPI dashboards with guardrail metrics, customer feedback, and hashtag-based support analytics.

Explore key post-launch metrics that drive product viability, from recurring revenue and churn to CAC, LTV, and LTV-to-CAC ratio, plus essential marketing metrics like conversion rate, impressions, and ROI.

Analyze Pivot Point’s SaaS marketing and sales approaches, uncover key success drivers, and propose refinements to lower rising customer acquisition costs and improve ROI after the April strategy shift.

Analyze PivotPoint's go-to-market data on new users, CAC, and ROI to explain rising costs and suggest reassessing paid search, reinvesting in TV and podcast ads, and maintaining paid social.

Explore post-launch product analysis and testing to optimize funnels and cohorts; use heatmaps, session recordings, on-site surveys, and A/B or multivariate tests for data-driven usability and conversion.

Celebrate finishing the course and bring its learnings to your day-to-day practice, while leaving a written review and asking questions via the Q&A.

Explore a product marketing mindset through Nora Wiegand's journey from sales to PM and PMM, highlighting customer storytelling, data-driven decisions, cross-functional collaboration, and go-to-market insights.