Free Online Marketing Course to Become a Product Marketing Expert
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Learning Objectives
1. Effective Stakeholder Engagement in Product Marketing
Engaging with critical stakeholders at various product lifecycle stages ensures efficient fulfillment of the product marketer's role.
2. Target Audience Definition and Positioning Strategy
Crafting messaging strategies to meet customer needs, aligning product positioning, and collaborating with cross-functional teams for successful product launch.
3. Price Positioning and Sales Enablement
Aligning pricing strategies with product value proposition, creating sales enablement materials, and optimizing marketing strategies to facilitate customer purchase decision-making.
Monitoring marketing effectiveness, evaluating campaign success through key performance indicators, and making data-driven decisions to enhance future marketing initiatives.
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Who's it for
Marketing Strategists
Content Creators
Small Business Owners
SEO Specialists
Copywriters
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What will I learn
Chapter 1
The Foundations of Product Marketing
This chapter explores the fundamental role of product marketing in connecting key functions within a business. It emphasizes the importance of prioritizing value across product management, sales, marketing, and customer success. Effective engagement with stakeholders at different product lifecycle stages is highlighted as a key strategy for fulfilling the role efficiently.
Chapter 2
Defining Target Audience and Positioning
Product marketers are tasked with defining the target audience for a product and understanding their needs. Strategies for positioning the product effectively to meet customer requirements and crafting messaging and communication for generating interest among potential buyers are discussed. Collaboration with product management, sales, and marketing teams for successful product launch and ongoing promotion is emphasized.
Chapter 3
Pricing Strategies and Sales Enablement
This chapter delves into the critical role of product marketers in aligning pricing strategies with the product's value proposition and market positioning. Creating sales enablement materials to support the sales team in communicating the product's value effectively is highlighted. Understanding the entire product buying process and optimizing marketing strategies for success are key themes.
Chapter 4
Tracking Marketing Effectiveness
Product marketers are responsible for tracking and analyzing marketing effectiveness through monitoring metrics and collaborating with cross-functional teams. The importance of evaluating campaign success and identifying areas for improvement through key performance indicators and tactical metrics is discussed. Making data-driven decisions and optimizing future marketing initiatives are central to this chapter.
Chapter 5
Owning Marketing Strategy and Execution
Product marketers bear the ultimate responsibility for owning the marketing strategy and execution for a product. Driving product success, generating customer demand, and refining product positioning based on customer needs, market trends, and competition are explored. Continuous improvement, feedback analysis, and staying relevant and appealing to customers are emphasized.
Chapter 6
Understanding Go-To-Market Strategy
Thorough research into customer and buyer personas, as well as selling to private beta customers for feedback and testing, are crucial steps in understanding the go-to-market strategy. Collaboration with early beta customers to refine selling strategies and business models is highlighted. Evaluation criteria for product marketing roles and skills related to product adoption and managing launches are discussed.
Chapter 7
Transitioning to Product Marketing Manager
This chapter focuses on the transition to a Product Marketing Manager role, emphasizing the importance of industry knowledge and expertise. Leveraging existing experience, collaborating with data analytics teams, and sticking to familiar industries to capitalize on strengths are key strategies for success. Demonstrating experience and knowledge during interviews is crucial for securing roles in product marketing.
Chapter 8
Embracing Product Marketing Principles
The final chapter concludes by reiterating the strategic nature of product marketing in driving product success and focusing on customer needs. Prioritizing value, refining positioning, and understanding the go-to-market strategy as crucial elements of effective product marketing are highlighted. Collaboration, data insights, and industry knowledge are emphasized as key drivers of successful product marketing strategies.
Meet your Mentor
Lakshmi Harikumar
Product Marketing @ Freshworks
Lakshmi Harikumar is an accomplished marketing professional with extensive experience in product marketing and director-level roles. With a proven track record in leading demand-generation strategies for Southeast Asia, Australia, and New Zealand, she excels in driving business growth through integrated field programs and digital marketing initiatives. Her expertise contributes to her success in elevating brands and maximizing market potential.
Frequently Asked Questions
What are the main pillars of Marketing?
The main pillars of Marketing include product, price, place, and promotion, also known as the 4 P's.
What is Marketing, and why is it important to learn about?
Marketing involves promoting and selling products/services. Learning Marketing helps understand consumer behavior, drive sales, and business success.
Is this Marketing course designed for corporate training and workforce upskilling?
Yes, this Marketing course is designed for corporate training, workforce upskilling, and enhancing marketing skills in professional settings.
How long can I access the Free AI Course to Become a 10x Better Marketer Using AI to Your Advantage content?
You can access the Free AI Course content indefinitely once enrolled. Enjoy learning at your own pace.
Will I receive a certification upon completion of the Free AI Course to Become a 10x Better Marketer Using AI to Your Advantage course?
Yes, upon successful completion, you will receive a certification to showcase your expertise in AI marketing strategies.
Coming Soon
Intermediate
Mentor
Lakshmi Harikumar
Product Marketing @ Freshworks
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