Product Marketing for Technology Companies

Explore how product marketing supports the marketing funnel by driving leads to customers, aligning with KPIs, and running product-focused campaigns plus building customer case studies.

Define the product marketing role within the marketing team, and learn to create buyer personas and map the buyer's journey with tailored messaging, collateral, and launches.

Drive marketing funnel success by detailing product marketing's role from top to bottom, crafting product-focused campaigns, building compelling case studies, leveraging internal events, and engaging with analyst relations.

Explore how product marketing aligns with product management and development, leveraging development methodology and tools to produce products, and plan and execute diverse product launches with mapped deliverables.

Learn how product management and product marketing differentiate roles, map the product lifecycle from conception to withdrawal, and plan launches with deliverables using development methodologies and tools.

Strategize product launches by defining release steps and deliverables with product managers and marketing, while leveraging technical support, user groups, and advisory boards to shape roadmaps and messaging.

Explore sales enablement as a core element of product marketing, covering internal and external sales teams and partner networks, with training, collateral, and tools to enable your sales team.

Coordinate sales enablement by mapping the sales structure and regional targets; deliver microlearning and empathy-driven training via a scalable learning management system and align content with priority product launches.

Organize and track sales collateral for access and sharing, and use usage analytics to optimize materials. Build competitor analysis and proactive RFPs, and enable knowledge-sharing calls with the sales team.

Create self-explanatory sales collateral that proves value with ROI calculators, builds internal evangelists, and supports demos, playbooks, battle cards, and flow charts to accelerate deals.

Position your product in the market and against competitors, define your unique selling proposition, craft multi-layered messaging for buyer personas, and iterate as markets evolve.

Align your company around a single product offering and elevator pitch by gathering internal insights from developers, product managers, top management, and sales with radical open-mindedness.

Interview prospects and customers to uncover why they buy, map messaging to the product, its use, and the outcome, and benchmark competitors' positioning to refine your messaging.

Answer the why behind your product to guide clear positioning and highlight your unique selling proposition. Balance persuasive and descriptive messaging, and build multi-layer messaging with ongoing feedback for updates.

Conclude the training with practical examples and ideas you can bring back to your organization, and connect on LinkedIn for feedback and idea exchange.