Product Management Marketing: Dekker's Product Marketing MBA

Explore the marketing to revenue pipeline stages—MKL, MLS, MQLs, SAL, and sales qualified leads—and how granular tracking reveals bottlenecks and guides content and sales enablement.

Latch onto larger companies to access partners and platforms, treating partner selection as strategic, since one collaboration can generate more customers than years of demand generation.

Identify real buyers by their actual names and concrete data to boost customer acquisition, avoid spurious personas, and focus on how buyers use the product.

Explore list-building options beyond renting, freelancers, searches, and building from scratch, to create a captivated audience and learn how lead magnets capture contact information for future sales.

Learn ethical strategies to build brand mind share on Reddit by engaging with relevant subreddits, answering questions, and providing value without spamming.

Market your offer, not your product, to boost conversions with concrete offers like consultations or free demos. Offers create urgency, clear rewards, low commitment, and reciprocity.

Empathize with customers and recognize diverse journeys beyond a linear path to acquisition. Create content for every stage—generating, nurturing, and converting leads—and optimize distribution, advertising, and influencer partnerships.

Map the modern customer journey from triggers to purchase using a McKinsey-based model for B2C and B2B, and tailor content to each stage to outperform competitors.

Explore how customer journey drives lead generation content, leveraging ten demand gen formats from infographics to ROI calculators, and map stages using CRM notes to intercept and convert with empathy.

Identify cost-effective customer acquisition through influencers as trusted authorities across sectors, from gaming icons to consultants and brands, and optimize campaigns with unique tracking codes to measure influence.

Leverage influencers to reach your target customers by creating partner programs, offering exclusive research and co-marketing opportunities, and using free samples to build trust.

Clarify your heart offer and differentiate hard offers from soft offers to drive direct response marketing and convert prospects into paying customers.

Promote hard offers everywhere, convert prospects into MQLs, test them with AB experiments, and use lead scoring to decide when to present offers.

Promote your hard offer on Facebook by importing your list, expanding to similar audiences, and using Facebook native forms for direct signups, enabling immediate MQL conversion.

Discover how content syndication can target buyer-ready leads by paying per download or per lead, focusing on leads likely to buy within 12 months.

Nurture leads before the call to turn cold into warm calls that generate MQLs. Test lists, scripts, and channels like Facebook and LinkedIn to optimize MQL creation and drive demos.

Analyze why email's effectiveness is measured by purchases and signups rather than open rates, click rates, and response rates, and compare list building with customer building using lead magnets.

Embed content in emails to strengthen marketing qualified leads and reduce friction toward a paying customer. Boost demand generation with concise, graphic emails and clear calls to action.

Scale marketing with antidetect browsers that hide your digital fingerprint, create and manage multiple accounts across Facebook, Amazon, Gmail, and Google Ads, and avoid bans and restrictions.

Allocate your digital marketing budget to current shoppers and future shoppers, then structure six awareness stages—from brand unaware to paid offer unaware—and balance mass marketing with micro optimization.

Begin digital marketing on online marketplaces, especially Amazon, using sponsored product ads and exact keyword targeting to drive quick revenue. Then optimize product listings with relevant keywords, images, and reviews.

Learn to use a digital marketing plan template with strategic and execution tabs, covering channels from marketplaces and search engine optimization to social ads, email, PR, and calendar-based planning.

Identify two digital marketing types: quick-profit campaigns targeting in-market audiences across YouTube, Google, Facebook, and Amazon, and long-term growth through Richards and partnerships.

Learn how to build an AI influencer business from scratch, monetize with premium content, subscriptions, and automated messages, and drive revenue through Fan View and affiliate links.

Learn how funnels turn traffic into profit by targeting dream customers with hook-story-offer, and building owned traffic through lists, partnerships, and affiliates.

Balance brand and direct response with convergence marketing to drive awareness and engagement, then classify leads by pains for targeted nurturing.

Explore the velocity scale in convergence marketing, blending direct response and brand marketing to reach velocity five, building mindshare with branding and a free offer.

Discover how nurturing leads with lead magnets and direct response offers—from white papers to 3D direct mail—boosts long-term sales and lowers acquisition costs by blending brand and direct marketing.

Boost brand value by applying reach, frequency, and memorability. Increase reach with video ads and influencers; sustain frequency year-round; sharpen memorability with distinctive branding.

Compare product marketing with service marketing, showing product marketing targets large markets and scales through value propositions, while professional services rely on niche specialization and high prices.

Discover how Facebook reach campaigns scale awareness to a broad audience at low cost, with examples of low CPM and CPC, and guidance on broad targeting and frequency management.

Think big about audience reach across channels; Google ads limit exposure to the in-market 5%, while LinkedIn offers a larger audience (about 71,000) than Facebook (about 70,000) in US, Canada.

Positioning defines what to emphasize in marketing communications, but at scale economies of scale and awareness dominate over niche positioning.

Fuse your advertising by linking your brand to specific triggers or buying situations, so your product comes to mind when those needs arise in consumer and business journeys.

Shift from minor a/b tests to big bets using audience overlap and LinkedIn website demographics. Target influencers and professionals, such as developers and executives, with partnership and industry-focused campaigns.

Learn how paid campaigns leverage virality by measuring viral KPIs—impressions, clicks, reactions, and comments—to create word-of-mouth reach beyond paid media.

Four lessons from Bud Light marketing: pursue mass marketing against core segments, avoid value destruction from features, align with self-interest via inclusive messaging, and limit publicity for big brands.

Explore Grant Cardone's ten X rule to boost customer acquisition through massive action, brand awareness, and market domination, emphasizing attention, mental availability, and tenfold targets.

Discover how surprise fuels memorable marketing and word of mouth cascades, using examples like Oprah's car giveaway, will it blend, and bold customer experiences that boost media attention.

Explore how a white paper uses specific data, visuals, and bold claims like Crizal Rock's scratch resistance to sell eyeglass lenses, emphasizing durability, smudge resistance, and tests.

Master persuasive app messaging by applying Cialdini's drivers—scarcity, consensus (social proof), authority, reciprocity, consistency, and liking—plus flattery to persuade users to buy, use features, or take action.

Develop a weekly calendar in Google Sheets to manage assets and timelines for social posts and videos, from brief to launch. Timelines persuade colleagues and create urgency through clear deadlines.

Size markets using social media advertising by simulating LinkedIn and Facebook campaigns, narrowing or excluding audiences and applying conservative estimates to define the target audience size.

Estimate demand and size markets using Profit Guru, forecasting monthly sales and revenue for Amazon products or portfolios of SKUs.

Learn to size markets and estimate demand using credible signals instead of private or limited public data, and beware inflated views, reviews, and subscribers manipulated by bots.

Learn to size new markets using primary research and panel data, quantify insights with surveys, and use panels to access representative buyers and demographic details.

Focus on absolute numbers over relative metrics to decide markets and revenue goals. Geographic scale and absolute revenue potential drive strategic market choice, localization, and infrastructure.

Navigate the uniqueness trap by weighing market size against niche appeal, avoiding blue ocean myths, and prioritizing large markets with meaningful absolute revenue over tiny, highly rated niches.

Partner with competitors to accelerate growth through joint development and IP sharing, expanding reach and improving engagement, retention, and lifetime value.

Learn to replace linear PPC with brand marketing and PR for wider reach, use strategic partnerships (BestBuy, Red Bull) and storytelling to sustain long-term growth.

Discover how AI branding tools like M1 project speed brand development by identifying target buyers, crafting personas, and delivering a complete marketing plan with ads, partnerships, and channels.

Inform branding and execution through exploratory interviews via Skype with arthritis sufferers, shaping an energetic, nostalgic brand design for Blum arthritis supplement and Time to spring, Time to bloom messaging.

Explore opinion testing for advertising, as described in John Cable's making ads pay, to learn why people prefer headlines and pictures, the biases and pitfalls, and quick, cheap chat-based insights.

Explore descriptive market research, including surveys, and compare longitudinal versus cross-sectional methods, explaining how advertising creates long-term impact on market share.

Explore three classic advertising tests: readership reports, coupon returns, and sales outcomes from sales calls, to show how direct response ads drive short-term sales rather than broad brand reach.

Explore macro market research in advertising, beyond Google ads, using insights from Reebok to inform long-term, integrated strategies with TV, circulation data, and brand recall.