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Product Marketing Core [OnDemand content]
Welcome [35 mins]
Welcome
What is product marketing? (7:58)
PMA's Product Marketing Framework (6:50)
The product lifecycle (6:50)
The difference between PM and PMM (4:08)
How to work with Product Management (12:05)
Resource library
Bonus videos [61 mins]
The evolution of product marketing to portfolio messaging | Growth Mentor
Portfolio product marketing talk | Peloton Interactive
Research [50 mins]
Research overview (6:46)
B2B vs 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
Fireside chat [29 mins]
B2C and B2B principles for customer and market research | Meta
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
Bonus video [15 mins]
The pricing and packaging roadmap to help grow revenue | MobileCoin
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
Bonus video [37 mins]
Product marketing metrics that matter | Adobe
Personas [70 mins]
What are personas? (4:30)
B2B vs 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)
Bonus video [33 mins]
How to develop personas the right way | IBM
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)
Positioning templates
Fireside chat [36 mins]
Storytelling and messaging in B2C product marketing | Albertsons Companies
Bonus video [28 mins]
7-step messaging process | Builder.io
Go-to-Market [50 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 vs traditional product marketing (3:45)
GTM 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)
Go-to-Market templates
Fireside chat [26 mins]
The relationship between product marketing and solutions | VMware
Bonus videos [65 mins]
Building a multi-channel customer marketing strategy | Instagram
Evolving product marketing to solutions marketing | Veeam Software
Communication [20 mins]
Why communication is so important (2:03)
12 tips to communicate better (19:53)
Working with sales, marketing and 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)
Bonus videos [92 mins]
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
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)
Sales enablement platforms (4:48)
Product-led growth
Sales enablement templates
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)
Onboarding + case study templates
Analysis & optimization [25 mins]
Analysis fundamentals (10:11)
Areas to analyse (8:32)
A/B testing (4:47)
Cohort analysis (6:04)
Wrap up
Resource library
Course recap
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B2B vs B2C customer research
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