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Product Marketing Fundamentals: Lead with Customer Empathy
Rating: 4.2 out of 5(168 ratings)
642 students

Product Marketing Fundamentals: Lead with Customer Empathy

Position your product for success by knowing your customer, rallying stakeholders, and going to market with confidence.
Created byBryan Dsouza
Last updated 3/2022
English

What you'll learn

  • Build product marketing strategies with a customer-centric approach
  • Get to know your customer by building an Ideal Customer Profile (ICP)
  • Craft nuanced positioning and messaging frameworks that speak to your audience
  • Develop strong relationships with your product, sales, and marketing stakeholders
  • Launch go-to-market motions that will make your product stand out from the rest
  • Measure success using a north star metric

Course content

6 sections • 21 lectures • 1h 0m total length

  • Who Is Your Instructor?2:03

    Meet Brian Dsouza, head of product marketing, and learn how product marketing links product and sales, guiding launches with market research and ideal customer profiles.

  • Why Does This Course Exist?1:47
  • Activity: What Do You Want From This Course?0:50

Requirements

  • No marketing experience required. Come as you are.

Description

Product Marketing is one of the most critical functions in businesses today - and yet the most mysterious. Many organizations have developed product marketing departments with varying goals and objectives. The benefits of product marketing range from getting crystal clarity on who the target customer is to helping internal stakeholders get aligned on the launch goals of the go-to-market strategy. Product marketing can deliver sustained business results while creating fans in customers that last a lifetime - if it is done right.

At the center of top-quality product marketing lies the focus on customer empathy. With customer empathy, businesses can deeply resonate with their customers and operate from a perspective that can be leveraged as their competitive advantage. Customer empathy is key to becoming an impactful product marketer. Understanding how to develop a growth mindset by constantly learning about and understanding the customer perspective is critical to the success of a product marketing team.

This course gives you the fundamentals with which you can start and/or augment your product marketing motions today.

  • Define your customer

  • Build positioning and messaging frameworks

  • Outline your stakeholder maps

  • Deliver the right metrics for your business

We discuss these topics and many more in this course to help you get started with product marketing today. Please join me!

Who this course is for:

  • Beginner product marketers who are career switchers or recent grads
  • Current product marketers who are looking to build their core product marketing & go to market skills
  • Startup founders looking to build product marketing motions in their companies
  • VC investors trying to understand how product marketing can benefit their companies

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