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Product Marketing Scholar Program | April - June 2023
Welcome to the Scholar Program
Welcome to the program
Tips to get the most out of the program
Enjoy the program
Welcome [35 mins]
What to expect in this course (1:32)
What is product marketing? (7:58)
Product Marketing career table (1:24)
Portfolio Messaging (2:14)
PMA's Product Marketing framework (9:26)
The product lifecycle (6:50)
The difference between PM and PMM (4:08)
How to work with Product Management (12:05)
Key takeways (1:50)
Library of reading materials
Your live, group mentor session
Research [50 mins]
Research overview (6:46)
B2B versus B2C customer research (3:32)
Qualitative vs quantitative research (3:37)
Win-loss interviews (18:49)
Customer feedback (4:31)
Observations + the rest of your market (3:32)
Competitor intel (7:55)
Validating your hypothesis (3:35)
Building a business case (6:55)
Research templates
Exam | Research
Research coursework (1:21)
Your live, group mentor session
Pricing [40 mins]
Pricing basics (3:04)
How to take ownership of pricing (2:53)
Calculating your baseline (2:08)
Cost-plus pricing (3:50)
Competitor-based pricing (2:07)
Value-based pricing (3:37)
Dynamic pricing (9:01)
Price sensitivity surveys & conjoint analysis (6:11)
MaxDiff (2:06)
Pricing and packaging roadmaps
Key takeways (2:38)
Exam | Pricing
Your live, group mentor session
Objectives and key results [70 mins]
An intro to OKRs (5:23)
Go-to-Market OKRs (10:44)
Sales enablement OKRs (6:03)
Lead-gen OKRs (3:32)
Product adoption OKRs (11:48)
Reporting and communication (2:34)
Product marketing metrics that matter
Key takeways (2:23)
Exam | OKRs
Your live, group mentor session
Personas [70 mins]
What are personas? (4:30)
B2B versus B2C user personas (2:15)
Persona template (4:26)
Buyer personas vs user personas (4:26)
Creating your personas (11:19)
How to use personas effectively (6:44)
How to develop personas the right way
What is Jobs-to-be-Done? (13:01)
Ideal Customer Profiles (6:12)
Key takeways (3:04)
Persona templates
Exam | Personas
Persona coursework (1:32)
Your live, group mentor session
Positioning & messaging [85 mins]
Positioning overview (6:52)
Positioning fundamentals (6:48)
How to approach positioning (15:58)
Understanding messaging (14:57)
SurveyMonkey’s 7-step messaging process
An intro to narrative design (10:13)
Storytelling framework (9:45)
Key takeways (2:09)
Positioning templates
Exam | Positioning & messaging
Positioning coursework (0:56)
Your live, group mentor session
Practical
Essay
Your live, group mentor session
Go-to-Market [50 mins]
Go-to-Market overview (3:26)
Go-to-Market process (9:46)
Marketing channels (4:05)
Field marketing (4:36)
Partner marketing (2:03)
The difference between PMM and solutions marketing (5:20)
Technical product marketing versus traditional product marketing (3:45)
GMT strategy for startups (3:19)
Go-to-Market process (9:46)
Acquisition & engagement channels (10:38)
3-step growth strategy
Go-to-Market process continued (2:05)
Beta testing (3:34)
Timing your launch (5:18)
Communicating your GTM strategy (2:57)
Key takeways (2:14)
Go-to-Market templates
Exam | Go-to-Market
Go-to-market coursework (0:58)
Your live, group mentor session
Communication [20 mins]
Why communication is so important (2:03)
12 tips to communicate better (19:53)
Working with sales, marketing & product management (6:36)
How to train and empower sales (9:03)
How to work with marketing (2:55)
How to work with product (4:19)
Key takeaways (2:41)
Exam | Communication
Communication coursework (1:21)
Your live, group mentor session
Sales enablement [60 mins]
The role of sales enablement (7:10)
Sales enablement tactics (10:58)
Creating a sales playbook from scratch
Sales enablement fundamentals (7:28)
Getting sales teams bought in (9:45)
Measuring sales enablement (5:05)
Product-led growth
Key takeways (2:57)
Sales enablement templates
Exam | Sales enablement
Sales enablement coursework (1:14)
Your live, group mentor session
Onboarding [20 mins]
Onboarding examples (4:52)
Onboarding framework (6:04)
Onboarding best practices (3:26)
Retention tactics (5:03)
Customer case studies (4:38)
Key takeways (2:17)
Onboarding + case study templates
Exam | Onboarding
Onboarding coursework (1:09)
Your live, group mentor session
Analysis & optimization [25 mins]
Analysis fundamentals (10:11)
Areas to analyse (8:32)
A/B testing (4:47)
Cohort analysis (6:04)
Key takeways (3:22)
Exam | Analysis & optimization
Your live, group mentor session
Wrap up
Resource library
What happens next (3:47)
Submit your coursework
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Your live, group mentor session
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