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Product Marketing Certified: Core
Welcome [60 mins]
What to expect in this course (1:32)
How to get the most out of PMMC
Live & Online
Your course pack
Resource library
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 takeaways (1:50)
Time to reflect 💡
Monthly workshops
Bonus videos [61 mins]
The evolution of product marketing to portfolio messaging | Growth Mentor
Portfolio product marketing talk | Peloton Interactive
Bonus footage: AI-powered product marketing: Reimagining the future of PMM - Dave Steer, VP of Brand & Product Marketing at GitLab
Research [62 mins]
Research overview (6:46)
B2B versus B2C customer research (3:32)
Qualitative vs quantitative research (3:37)
Win-loss interviews (18:49)
Win-loss coursework (0:55)
Customer feedback (4:31)
Observations + the rest of your market (3:32)
Competitor intel (7:55)
Competitor intel coursework (1:01)
Validating your hypothesis (3:35)
Building a business case (6:55)
Key takeaways (2:20)
Research templates
Exam | Research
Time to reflect 💡
B2C and B2B principles for customer and market research | Meta
Bonus footage: AI for Product Marketing: From Experiments to Results - Will Mulholland, Founder at Intelligent Marketer
Bonus footage: AI Tools to Enhance your Product Marketing Skills - Michelle Nieberding, Director of Product Marketing at MetaRouter
Monthly workshops
Pricing [50 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 (3:53)
Dynamic pricing (9:01)
Price sensitivity surveys & conjoint analysis (6:11)
MaxDiff (2:06)
Key takeaways (2:38)
Exam | Pricing
Time to reflect 💡
The pricing and packaging roadmap to help grow revenue | MobileCoin
Monthly workshops
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 (11:47)
Reporting and communication (2:34)
Key takeaways (2:22)
Exam | OKRs
Time to reflect 💡
OKR coursework (0:56)
Product marketing metrics that matter | Adobe
Monthly workshops
Personas [90 mins]
What are personas? (4:30)
B2B versus B2C user personas (2:15)
Persona templates (4:26)
Buyer personas vs user personas (4:26)
Creating your personas (11:19)
How to use personas effectively (6:43)
What is Jobs-to-be-Done? (13:01)
Ideal Customer Profiles (6:11)
Key takeaways (3:04)
Persona templates
Exam | Personas
Persona Certified
Time to reflect 💡
How to develop personas the right way | IBM
Monthly workshops
Positioning & messaging [85 mins]
Positioning overview (6:52)
Positioning fundamentals (6:48)
How to approach positioning (15:58)
Positioning coursework (1:01)
Understanding messaging (14:57)
An intro to narrative design (10:13)
Narrative design certified
Storytelling framework (9:45)
Key takeaways (2:09)
Positioning templates
Exam | Positioning & messaging
Time to reflect 💡
Storytelling and messaging in B2C product marketing | Albertsons Companies
7-step messaging process | Builder.io
Bonus footage: Beyond the basics: Five game-changing product marketing tips - Brian Kracik, Head of Product Marketing at Google
Monthly workshops
Go-to-Market [100 mins]
Go-to-Market overview (3:26)
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)
GTM strategy for startups (3:19)
Go-to-Market process (9:46)
Acquisition & engagement channels (10:37)
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 takeaways (2:14)
Go-to-Market templates
Exam | Go-to-Market
Time to reflect 💡
Go-to-Market coursework (1:09)
The relationship between product marketing and solutions | VMware
Building a multi-channel customer marketing strategy | Snap Inc.
Evolving product marketing to solutions marketing | Veeam Software
Monthly workshops
Communication & collaboration [57 mins]
Why communication is so important (2:03)
12 tips to communicate better (19:53)
Working with sales, marketing & product management (6:35)
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
Time to reflect 💡
Building a bridge between product marketing and sales | Oracle
Panel discussion: B2B vs B2C what they should learn from each other.... and what they shouldn't
Monthly workshops
Sales enablement [70 mins]
The role of sales enablement (7:10)
Sales enablement tactics (10:58)
Creating a sales playbook from scratch (25:28)
Sales enablement fundamentals (7:28)
Getting sales teams bought in (9:45)
Measuring sales enablement (5:05)
Sales enablement platforms (4:48)
Product-led growth
Key takeaways (2:57)
Sales enablement templates
Exam | Sales enablement
Time to reflect 💡
Sales enablement coursework (0:36)
Bonus footage: A PMM's real-life strategic playbook - Liza Adams, Fractional CMO & AI Advisor at GrowthPath Partner
Monthly workshops
Onboarding [37 mins]
Onboarding examples (4:51)
Onboarding framework (6:03)
Onboarding best practices (3:26)
Customer onboarding coursework (1:12)
Retention tactics (5:03)
Customer case studies (4:38)
Key takeaways (2:17)
Onboarding + case study templates
Exam | Onboarding
Time to reflect 💡
Monthly workshops
Analysis & optimization [44 mins]
Analysis fundamentals (10:11)
Areas to analyse (8:32)
A/B testing (4:47)
Cohort analysis (6:04)
Key takeaways (3:22)
Exam | Analysis & optimization
Cohort analysis coursework (0:48)
Time to reflect 💡
Monthly workshops
Wrap up
Resource library
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Bonus footage: AI-powered product marketing: Reimagining the future of PMM - Dave Steer, VP of Brand & Product Marketing at GitLab
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