Advanced Product Marketing

Enrich your product marketing skill set. Learn how to collaborate with different stakeholders, define your audience, and create a go-to-market strategy.

At a basic level, product marketing is about determining who your users are, what they need, and how to align your products with those needs. In this course, professor, speaker, and product marketing guru Jon Chang shares advanced techniques designed to help product marketers accomplish this central goal—ensuring that a product resonates with its intended audience—with finesse. Learn how to leverage different research methodologies to define your audience and match products to their needs, as well as how to create a go-to-market strategy. Plus, get tips for collaborating effectively with different stakeholders, including product managers, marketers, and other researchers.

Introduction

• Next-level product marketing
• What is advanced product marketing?

1. Product Marketing Research

• Why product marketing needs research
• Research design methodologies
• Relationship with other researchers
• Writing personas

2. Product Marketing Positioning

• Competitive positioning
• Relationship with product managers

3. Product Marketing Messaging

• Building a brand house
• Breaking down messaging types

4. Product Marketing: Go to Market

• Determining market opportunities
• Relationship with marketing
• Completing a go-to-market plan
• Agile marketing for product marketers

Conclusion

• Next steps