Product Management for Profit with Dekker

Explore the stage gate waterfall approach with gate decisions and quality checks, and compare it to agile methods for smaller teams, while noting market research basics and scrum elements.

Master software product project management by planning design implementation testing, and by producing marketing requirements, vision scope, specifications, and a work breakdown structure.

Master seven communication challenges in product management—assumptions, clarity, listening, influence, problem alignment, and avoiding personal attacks—while aligning managers and programmers through clear emails, meetings, and commitment.

Define four core questions for product and project managers, track progress with a simple work item table, and manage bugs through priority, severity, triage, and KPIs.

Explore agile product management by aligning strategy, market research, and pricing; learn to avoid common product owner flaws and balance backlog, architecture, and the broader market to drive profit.

Discover how antidetect browsers like go login help scale marketing by creating and managing numerous accounts from one computer, hiding fingerprints, and avoiding bans across social media, ads, and e-commerce.

Learn how ecommerce email marketing fuels growth by capturing emails, deploying welcome and abandonment campaigns, transactional messages, and push notifications using OmniSend to maximize revenue.

Explore five-day sprints, roles and deciders, and prototypes built as presentations, using map-based problem solving, how might we notes, and customer interviews to focus on high-impact problems.

Explore startup tactics to validate customer demand, define beachhead markets, and test product-market fit through interviews, surveys, waitlists, and lean product plans.

Apply a profit formula—profit equals revenue minus expenses—by optimizing price, cost, and quantity. Grow revenue via customers, retention, and transaction size, focusing on return on investment and competitive advantages.

Avoid assuming emotional positioning outperforms rational or functional positioning; emphasize functional benefits and features. Position product, brand, and services differently, and tailor campaigns to varied audiences and contexts.

Navigate the product lifecycle by tailoring marketing decisions to each stage. In maturity, focus on competition and cost cutting; in introduction and growth, emphasize growth, early adopters, and higher prices.

Identify growth opportunities beyond minor fixes by testing homepage and pricing changes, analyzing Wayback Machine trends, and leveraging audience overlap and LinkedIn insight tags for strategic marketing.

Learn how the ten x rule drives customer acquisition through massive action, constant awareness, and market domination, aligning branding with category entry points and triggers for long-term profit.

Learn no bs direct marketing with Dan Kennedy: design clear offers, track results, and follow up with high-threshold and low-threshold leads to profit through direct response strategies.

Learn how to deploy AI at scale by aligning data, architecture, and workflows to create new products and services, transform operations, and influence customer behavior.

Explore how generative AI creates text, images, video, music, and code to drive hyper-personalization, automation, and data-driven decision making, while addressing bias and privacy concerns.

Learn how AI and data analytics scale rapid industry-wide capabilities, from data pipelines and algorithms to predictions, experimentation platforms, and infrastructure for personalized, cost-effective automation.

Learn to use a SaaS positioning worksheet to map supply and demand, define features, benefits, use cases, and jobs to be done, and validate with qualitative and quantitative research.

Distinguish B2B strategic purchases that differentiate a company from non strategic ones that are operational optimizations. Learn to prioritize positioning with quantification, surveys, focus groups, and empirical tests.

Learn to design trigger-based email nurturing after a free signup, using rapid cadences, product tips, and case studies to boost engagement and drive upgrades.

SaaS startups must stop chasing small conversions and short-term wins; instead, pursue economies of scale through big partnerships and broad demand, gated content, and messaging to the total addressable market.

Explore how SaaS marketing balances short-term demand generation with mid-term asset investments like partnerships and virality, while growing long-term brand equity and ROI through in-market customer focus.

Learn the practical definition of SaaS positioning, decide what to emphasize in marketing communications, and focus on functional benefits to improve marketing impact.

Explore why prioritizing emotion over performance harms SaaS marketing assets, and learn to focus on tangible, ROI-driven value like personalization and direct mail automation for b2b buyers.

Position a SaaS product between automation and analytics, balancing time-saving benefits with insights. Survey prospective customers to decide whether to value a time saver or an information provider.

Analyze how SaaS positioning evolves with growth, shifting from feature-led entry to broader value propositions, with examples from Shopify, SurveyMonkey, Intercom, and Fiverr Pro.

Meet customers where they're at in the journey toward buying your product. Apply a four-step framework—problem unaware, category awareness, product awareness—with urgency at late stages.

Refine home page positioning by showing concrete execution details and clarifying what your software does for users, not just generic benefits.

Master quick market research hacks through simple paid conversations and by analyzing top products and investor briefs. Balance qualitative interviews with sentiment data to inform actionable insights.

Explore three data types—internal crm data, secondary market data, and primary research—using tools like Power BI, Tableau, and sentiment to uncover growth through market share and customer insights.

Unearth three quick market research hacks for Shopify sellers: start conversations in Facebook groups, use SparkToro to define your audience, and analyze Amazon sellers and Shopify investor materials.

Make marketing research actionable to inform decisions on target markets, value proposition, and product features for advertisements on Facebook and LinkedIn, while prioritizing timely, data-efficient decisions over perfection.

Explore exploratory research by conducting unstructured interviews, live conversations, and focus groups, using observations and ethnography to surface pains, needs, and product insights.

Learn practical B2B qualitative research techniques, from depth interviews and focus groups to email and Zoom outreach, and how incentives unlock faster buyer insights.

Discover how to craft effective case studies for B2B content marketing by interviewing satisfied customers, outlining problems and solutions, detailing implementation and outcomes, and using testimonials and calls to action.

Descriptive market research relies on surveys to aid decision making but offers limited initial insights. Longitudinal studies reveal long-term advertising effects, while cross-sectional surveys provide quick snapshots.

Craft surveys with specific, unambiguous questions and bias-free wording. Pretest surveys and leverage insights from focus groups or interviews to interpret paradoxes and validate ranking, scales, and budget questions.

Apply evidence-based marketing to B2B copy, using data from interviews and surveys to structure grow, manage, and automate features, with a simple app and a clear call to try.

Collect b2b survey responses with sentiment, using randomization, attention checks, and hidden questions to generate sub-segmented insights for evidence-based marketing and positioning.

Analyze September sales pipeline data to diagnose mql, sql, and bookings issues across lead sources. Emphasize brand marketing, demand generation, content marketing, and conversion rate optimization to strengthen the funnel.

Diagnose marketing to sales handoff issues by analyzing mql to sql conversion rates, fix lead follow-up, refine sql definitions, and optimize the funnel rather than simply increasing mqls.

Explore advanced b2b funnel analysis with cohort-based metrics, recognizing lead stages from mqls to won customers, and balance outputs with input-driven content strategy for brand awareness to paid offers.

Learn to calculate sales velocity using opportunities, average deal size, win rate, and cycle length, and understand how pipeline velocity and sales qualified opportunities drive B2B revenue.

Explore three classic ad testing methods—readership reports, coupon returns, and sales generated by salespeople—and learn how to interpret readership versus direct sales to optimize short-term conversions.

Explore macro market research beyond Google ads and learn measurement, budgeting, and testing methods. Case studies show how audience estimates, split tests, and long-term share of mind drive advertising strategy.

Learn about the third major type of marketing research, causal, and its role in marketing research methods.

Explore how to use linkedin for empirical research by testing target audiences and ad positioning at both campaign and ad levels, to identify the ideal strategic target.

Learn practical competitive analysis by reviewing competitor ads on Facebook and LinkedIn, extracting positioning and personas from case studies, and using SpyFu, SEMrush, and the Wayback Machine for strategic insights.

Learn to enhance competitive analysis by embedding competitor-focused questions in surveys, assessing feature importance and delivery, and using Porter's framework—future goals, assumptions, strategy, and capabilities—to map rivals.

Apply narrowing approaches to competitive analysis: specific purpose analysis, competitive advantage, and marketing strategy to tactics. Focus on the login experience across competitors and document key elements in a table.

Analyze competitive advantage through economies of scale and customer captivity, with methods to measure scale using traffic data, social media, and brand awareness surveys.

Explore customer captivity as a competitive advantage driven by search costs, switching costs, and habit formation, and learn strategies to boost daily use and customization.

Master market sizing to guide strategy and choose large, high-potential markets that align with ambitious goals, balancing portfolio decisions with category opportunities for growth and investor value.

Size the total addressable market (TAM) by analyzing publicly listed companies' investor relations data and presentations, then segment into entrepreneurs, SMBs, and larger brands to guide strategy.

Size markets using LinkedIn and Facebook advertising by simulating campaigns and refining audience with narrowing and exclusions. Understand conservative estimates and impact on market size for B2B and B2C strategies.

Learn to size markets and estimate demand using Google Keyword Planner, whether targeting a specific customer group or a broader value proposition.

Assess how views, reviews, and subscribers can mislead market size estimates, and recognize that bots inflate social proof, with Amazon reviews more reliable than inflated YouTube views.

Learn to size markets using panel data and primary market research. Use surveys to quantify insights, access decision makers through panels, and assess cost, roi, and segmentation opportunities.

Focus on absolute market sizes to drive revenue, not just conversion percentages. Using Sweden and the United States, it shows why bigger absolute markets win.

Explore robust empirical and longitudinal research on how brands grow, drawing on the work of Byron Sharp and the Ehrenberg-Bass Institute to inform product management strategies.

Explore how brands grow by embracing acquisition over retention, targeting all category buyers, and prioritizing distinctive, scalable branding to build market share and economies of scale.

Explore Byron Sharp's seven evidence-based rules for brand growth, from continuous reach and easy buying to distinctive assets, consistency, memory refresh, and competitive share of voice.

Prioritize acquisition over loyalty to drive growth through mental and physical availability. Build broad reach with continuous advertising, develop distinctive brand assets, and target light buyers across category entry points.

Learn Ogilvy's 18 miracles of market research, from measuring reputation and forecasting sales to testing consumer reactions, positioning, and the most persuasive promises, to reduce risk and guide go-to-market decisions.

Empathize with customers and map their unique decision journeys, not a single linear path. Create content for all stages to generate, nurture, and convert leads, while aligning sales and marketing.

Align marketing with the modern customer journey for both B2C and B2B, using triggers, consideration, research, and purchase stages to tailor content and demonstrate value.

Map the customer journey to tailor ten lead generation content types, from infographics to ROI calculators, including videos and case studies, aligned with triggers and research stages.

Develop strategic thinking in conversion rate optimization beyond A/B testing by uncovering audience insights and shaping a partner program with a clear partner value proposition for technical audiences.

Think critically about your audience and verify assumptions with actual data using analytics or CRM insights. Build audience profiles to reveal disconnects and adjust messaging, imagery, and conversion strategies.

Apply net promoter score surveys at critical events to measure customer satisfaction and uncover a weak feature. Adjust promotion and prioritization to preserve conversions and focus on stronger use cases.

Prioritize macro-level testing in conversion rate optimization and growth marketing, evaluating full email sequences and nurturing flows, entire website sessions, and big changes over tiny, isolated tweaks.

Boost conversion rates by using native lead gen forms on the traffic platform, like LinkedIn, avoiding website redirects and reducing friction for quick sign-ups.

Analyze three testing levels in direct response marketing—targeting, offers, and creative—and scale to macro tactics with email sequences and variations, then pursue ten-x growth via strategic product marketing and partnerships.

Reframe conversion rate as a function of time, focusing on reducing the time to convert from initial visitor to CRM-verified milestones like MQL or SQL through retargeting and nurturing.

Explore how starting with a webinar and a 30-day drip campaign can maximize conversions through lead nurturing and delayed top of funnel and bottom of funnel performance.

Explore the six principles of persuasion—reciprocity, scarcity, authority, consistency, liking, and consensus—and how they boost conversion rates on websites and emails with practical, real-world examples.

Avoid apples-to-apples conclusions in experiments with different audiences or time frames; randomize from the same source and focus on the full funnel to lower CAC and raise LTV.

Learn how ungated videos boost reach and education by removing friction, contrast gating with demos, and leverage retargeting and video view audiences to drive higher conversion outcomes.

Offer a menu of options on landing pages to let prospects self-segment. This approach boosts conversion rates by enabling choices like A, B, or C and providing hard offers.

Identify and address objections to improve conversion rates by gathering customer concerns from sales notes and online forums, then rebut each in marketing copy, landing pages, and demos.

Explore AB testing with tools like on bounce and WordPress plugins to optimize landing pages, using heat maps and recordings, while prioritizing campaign-level retargeting and follow-up sequences.

Scale drives meaningful conversion rate improvements; startups must iterate with small tests and research, while large firms run robust AB tests, aiming for about 30 responses for confident decisions.

Learn how CRO software uses pop-ups, triggers, A/B testing, and attribution to grow leads and sales across SMB and enterprise contexts.

Align website messaging with stages of awareness to improve conversions by testing category-focused pages, avoiding overemphasis on product demos, and using gated demos to nurture sales leads.

Test content types across the funnel with A/B email sequences to compare webinars, case studies, and ROI calculators and optimize demos and qualified leads.

Explore pricing page testing to boost conversions by optimizing pricing tactics, entry pages, and pricing simplicity while addressing hidden fees and onboarding costs.

Explore how audio content and audio search disrupt digital spaces, and test whether converting existing content into audio, video, or slide shares improves conversion rates and engagement on branded websites.

Explore product led growth by focusing on product qualified leads and self-serve purchases. Learn how freemium and free trials drive engagement, value, and scalable conversions.

Engage visitors with live chat to capture sales qualified leads and address objections quickly. Experiment with page-specific prompts and chat bot triage to boost conversion for pricing and industry needs.

Embrace interactive content to boost conversion rates, recall, and shareability. Leverage assets such as interactive infographics, assessments, quizzes, ebooks, and ROI calculators to generate leads and drive top-of-funnel engagement.

Apply Jonah Berger's reduce framework: reactance, endowment, distance, uncertainty, and corroborating evidence. Provide agency with options and use social proof to change minds.

Discover how the catalyst framework uses loss-framing, agency, case studies, and social proof to persuade, with Outreach, Zoom, and DocuSign as practical examples.

Learn how reciprocity, a core marketing psychology concept, uses tiny gifts, free samples, trials, handwritten notes, and personalized, unexpected offers to motivate customer engagement and purchase.

Harness visibility to boost marketing reach through social proof and virality. Explore how visible cues, brand logos, public product use, and noticeable actions like mask-wearing and email footers drive adoption.

Explore why people stockpile toilet paper during Covid, emphasizing visibility and social mob mentality, and how large, visible donations—like toilet paper—encourage the behavior.

Familiarity drives likeability and thus influence through repeated brand exposure. Consistent branding and ad recall, including fonts and visuals, boost persuasion, with about six exposures over 1–2 months.

Explore Dr. Robert Cialdini's six persuasion factors—reciprocity, scarcity, authority, consistency, liking, and consensus—and learn practical ways to apply them in job and sales contexts.

Identify research methods to find potential buyers and partners for your product, recognizing that your market includes customers and collaborators.

Use LinkedIn Sales Navigator for account based marketing by building account and lead lists with advanced filters, then extract emails with skrap.io for cold outreach and cross-platform ads.

Identify real buyers by name and concrete data to replace your list of vague personas, and avoid spurious demographics by focusing on how buyers use your product.

Use a real, data-backed list of actual people from a spreadsheet to test your product in the real world and validate who will pay.

Explore free and paid lead lists, from Google searches to brokers, including buying lists with criteria like location and finances, and learn to target triggers that spark buying decisions.

Learn how to rent email lists through associations, influencers, and partnerships, using e-blasts and co-marketing to reach targeted audiences while evaluating distribution metrics.

Explore effective lead magnets beyond ebooks and whitepapers, including checklists, worksheets, cheat sheets, and templates, designed to deliver quick value and attract high-quality, problem-aligned leads.

Explore options to compile a buyer list, including outsourcing on Fiverr and Upwork, and self-searching on Google, Facebook, and LinkedIn. Learn how lead magnets turn contacts into a durable audience.

Identify your exact target audience rather than fictitious personas, and learn five approaches to obtain a list: free sources, paid lists, influencer rentals, compiled data, and a lead magnet.

Explore data and media to help us make decisions and gain insights for product management.

Learn to set up automated email and LinkedIn campaigns in Lemlist, including personalization, unsubscribe links, lead imports, and performance analytics.

Optimize LinkedIn ads by balancing frequency and reach, using a six-impression target, controlling daily budgets and manual bidding, and avoiding unwanted audience expansion for effective awareness and later retargeting.

Explore how brand marketing differs from performance marketing across B2C and B2B contexts, and learn to shift from short-term KPIs to long-term brand awareness and emotional messaging.

Examine a million-impression brand awareness campaign that uses high-production video and image ads to build brand recall and mindshare among veterinarians, focusing on top-of-funnel engagement.

Explore key concepts in product marketing, analytics, and decision sciences. Learn how marketing analytics guide product decisions and strategy.

Learn how to set marketing goals and measure success with KPIs, from revenue and units sold to pipeline and customer lifetime value, while applying rigorous data practices.

Measure website effectiveness by traffic and conversion, optimize with SEO and CRO, diagnose traffic vs conversion issues, and evaluate email and content metrics like open, click, and MQLs.

Explore how digital marketing analytics optimize campaigns by focusing on cost per conversion, using A/B and multivariate testing on Unbounce landing pages, and balancing media mix.

Explore customer lifetime value from simple profits to discount-rate models, and apply churn, crm data, arpu, and cpa to focus on profitable segments and growth.

Analyze product usage data with table view and Power BI to identify which features customers actually use and how pricing and speed affect perception.

Learn to measure and act on brand awareness through unaided and aided metrics, surveys, and third-party data, and forecast seasonality using purchase intent, experiments, and Excel indices.

Anchor your price to value by setting a software as a service rate that reflects savings. Test pricing on pricing pages and use bundles for small business, growth, and enterprise.