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Product Marketing Certified: B2C Core
Introduction [24 mins]
Pre-course survey
What to expect in this course (1:33)
How to get the most out of this course (1:25)
Our top learning tips
Your course pack
Resource library
What is B2C Product Marketing? (1:58)
How does B2C differ from B2B and B2D? (2:37)
Product Marketing career table (0:40)
PMA's product marketing framework (0:34)
The B2C Product lifecycle (3:32)
The difference between PMM and PM (0:31)
How PMM and PM should work together (0:21)
Portfolio messaging (2:14)
Key takeaways (3:26)
Time to reflect
Research [85 mins]
Research overview (3:03)
B2C approaches and tools for research (4:50)
Qualitative versus quantitative research (3:37)
Customer feedback (4:31)
Competitor intel (7:55)
Incentivisation best practice (5:56)
10 steps to validating your hypothesis (4:12)
Building a business case (6:55)
Key takeaways (5:34)
Coursework (0:35)
Exam
Time to reflect
Pricing [80 mins]
Pricing basics (3:04)
How to take ownership of pricing (2:24)
Willingness to pay (5:16)
B2C Pricing in the era of industry 4.0 (4:00)
Cost-plus pricing (3:50)
Competitor pricing (2:07)
Value-based pricing (3:53)
Dynamic pricing (9:01)
Max diff (3:13)
Key takeaways (4:39)
Coursework (0:21)
Exam
Time to reflect
Objectives and key results [53 mins]
An intro to OKRs (3:09)
Lead gen OKRs (2:27)
Product adoption OKRs (3:06)
Reporting and communication (2:34)
B2C persona OKRs (2:41)
Coursework (0:42)
Exam
Time to reflect
Bonus footage [37 mins]
Product marketing metrics that matter
Personas [65 mins]
What are personas? (4:30)
B2C persona example (1:52)
Persona templates (4:26)
Creating your persona (11:19)
What is jobs to be done? (3:53)
Coursework (0:39)
Key takeaways (4:07)
Exam
Time to reflect
Bonus footage [33 mins]
How to develop personas the right way
Positioning and messaging [145 mins]
Positioning overview (6:52)
Positioning fundamentals (6:48)
How to approach positioning (15:58)
Mastering positioning for growth (0:24)
Understanding messaging (14:57)
An intro to narrative design (10:13)
Narrative design certified
Examples of storytelling in marketing (0:26)
Storytelling framework (9:45)
Coursework (0:53)
Key takeaways (3:00)
Exam
Time to reflect
Fireside chat [28 mins]
B2C Positioning and Messaging case study
Go-To-Market [119 mins]
Go-to-Market overview (3:26)
GTM for B2C (2:15)
Establishing alignment (4:28)
Marketing channels (4:05)
Using community in B2C product launches (4:59)
Segmenting messaging before launch (4:02)
Beta testing (3:34)
Timing your launch (3:47)
Communicating your GTM strategy (1:41)
Product led growth in the B2C SaaS space (3:45)
Coursework (1:01)
Key takeaways (5:59)
Exam
Time to reflect
Bonus footage [37 mins]
Building a multi-channel customer marketing strategy
Bonus footage [29 mins]
Evolving product marketing to solutions marketing
Communication and collaboration [52 mins]
Why communication is so important (2:03)
12 tips to communicate better (19:53)
How to work with marketing (2:55)
How to work with product (4:19)
Key takeaways (3:22)
Exam
Time to reflect
Onboarding [70 mins]
Onboarding overview (1:55)
B2C onboarding examples (4:40)
Onboarding framework (6:04)
Onboarding best practices (3:26)
Retention tactics (5:03)
Customer case studies (4:38)
Coursework (0:53)
Key takeaways (4:57)
Exam
Time to reflect
Analysis and optimization [60 mins]
Analysis fundamentals (10:11)
Areas to analyse (8:32)
A/B testing (4:47)
Cohort analysis (6:04)
Coursework (1:14)
Key takeaways (3:20)
Exam
Time to reflect
Wrap up
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Onboarding best practices
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