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Product Marketing: Product Positioning, Sales Enablement, Onboarding, and Analysis

Product Marketing Alliance via FutureLearn Program


Want to earn a product marketing certification and set your CV apart for work in product marketing?

Join the second microcredential from the Product Marketing Alliance (PMA) to access the second half of their leading product marketing training.

Learn how to launch a new product that sells

On this microcredential – covering module six to 11 of PMA’s product marketing certification – you’ll cover product positioning and messaging, sales enablement, onboarding, and analysis.

Through coursework and live, weekly workshops, you’ll enjoy an interactive learning experience which gives you the chance to practice your skills in real-life contexts.

Upskill in product positioning and create an impactful go-to-market strategy

Under the guidance of PMA’s product positioning leader, April Dunford, you’ll learn the fundamentals of effective product positioning and messaging.

With dedicated sections on narrative design and storytelling, you’ll build your skills for taking a product to market that speaks to your audience and meets their needs.

As you develop your understanding of go-to-market strategy, you’ll explore various growth strategies, and learn how to align wider organisational goals around your go-to-market plan.

Boost your sales and communication skills as a product marketing manager

The nature of product marketing means it is essential that product marketers are strong communicators.

You’ll discover key communication strategies and proven tactics for ensuring your organisation and stakeholders are on board with and understand your product planning and design.

You’ll also take a deep dive into creating internal and external assets that will make sure your product sells, including sales playbooks, battle cards, comparison charts, and sales scripts. And you’ll even get tips on how to keep sales reps invested in your efforts.

Discover best practice product onboarding and analysis

The final modules of the certification will ensure you’re up-to-date with the latest onboarding and analysis strategies as you discover tried and tested tactics for retaining customers.

You’ll consider how to implement a specialised onboarding framework for your product and explore product onboarding best practices.

You’ll also learn the ins and out of A/B testing and cohort analysis so that you and your team are in a position to continually improve and iterate on what you do.

Learn from experts at HubSpot, SurveyMonkey, Adobe, Facebook, Microsoft, Zuora, Klue, IBM, Google, and more

By the end of this product marketing certification, you’ll be equipped with the skills you need to take a product to market and keep it there.

After you’ve finished, you’ll have ongoing access to 20+ product marketing templates, examples, and frameworks. Plus, content is refreshed every quarter so you’ll constantly have access to up-to-date information and advice.

With access to insights and expertise from top tech organisations as well as access to the exclusive PMMC Alumni Slack channel after the course is finished, you’ll stay part of the PMA network for life.

Will I become a certified product marketing manager?

Yes. If you complete this microcredential – as well as Product Marketing: Product Research, Pricing, Personas, and OKRs – and achieve a pass rate of at least 75% in each of the exams, you will earn your PMMC qualification and become product marketing certified.

The PMMC certification is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, and Facebook, and equips product marketing managers with the skills, knowledge, and network they need to master the challenges of the product marketing manager role.


Courses under this program:
Course 1: Product Marketing Core 2.0
-Whether you're new to the industry or a seasoned pro, this course is everything you need to excel in product marketing.

Taught by

Bryony Pearce


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