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Product Marketing Certified: Advanced
Introduction [20 mins]
What to expect from this course (1:25)
How to get the most out of this course (1:10)
Your course pack
Exam scorecard
Resource library
What is the current perception of Product Marketing? (3:36)
What does the career trajectory look like for a senior PMM? (0:40)
What does the future hold for Product Marketing? (1:53)
Exam #1
Key takeaways
Time to reflect💡
Strategic roadmapping and tactical implementation [30 mins]
Resource library
Intro to strategic roadmapping and tactical implementation (1:59)
A recap of strategy versus tactics (1:36)
Recognizing the value of strategic vision (2:43)
How to build a roadmap (3:21)
[Fireside chat] Strategic road-mapping and tactical implementation
Positioning yourself to deliver strategy (3:24)
Coursework (2:30)
Exam #2
Time to reflect 💡
Market research [186 mins]
Resource library
Intro to market research (6:21)
The benefits of market research (5:02)
Global vs national markets (7:04)
B2B versus B2C versus B2D (8:29)
Intro to primary research (1:20)
Exploratory vs specific (2:00)
Pros and limitations of primary research (1:10)
Getting participants/incentives (2:47)
Intro to secondary research (0:49)
Secondary resources (4:58)
Pros and limitations of secondary research (1:37)
Exam #3
Introduction to qualitative research (3:16)
Interviews and focus groups (7:56)
Can we trust what customers say? (3:17)
Ethnographies/observations (5:13)
Personas and market segmentation (5:47)
Exam #4
Introduction to quantitative research (2:51)
Questionnaires and surveys (6:40)
How to make NPS an essential experience metric in B2B
A/B testing (2:42)
[Bonus] A/B testing: your ticket to defining high intent customers
Mixed-method approaches (3:08)
Data analysts (2:56)
Exam #5
[Fireside chat] Quantitative methods for helping inform decision-making
Concerning ethics (4:11)
Protecting participants (3:02)
Exam #6
An intro to CI (4:25)
How to share competitive intelligence findings
Win/Loss interviews (4:58)
SWOT analysis (5:12)
CI tools
Coursework (0:35)
[Fireside chat] Why PMMs are perfect for managing a company's CI
Communication is key (3:01)
Structuring your presentation (6:34)
Exam #7
Key takeaways
Time to reflect 💡
Customer research [58 mins]
Resource library
Intro to customer research (2:26)
Defining the Voice of the Customer (2:45)
Why PMMs should own VoC (2:37)
Qualitative vs quantitative feedback (3:33)
Transactional vs in-depth feedback channels (3:36)
Exam #8
Identifying trends and themes (3:56)
Root causes and recommended actions (3:15)
Using customer feedback & win/loss interviews to prove your product
Calculating your ROI (4:16)
VoC automation (3:13)
[Bonus] How effective customer research can drive product sales
[Bonus] Using customer feedback and insights
[Bonus] Optimizing customer feedback loops
Coursework (0:28)
Exam #9
Key takeaways
Time to reflect 💡
Competitive Intelligence [68 mins]
Resource library
Intro to competitive intelligence (1:25)
Win/Loss research (13:18)
The power of a market map (2:13)
Developing your competitive position (2:32)
CI for sales and customer success (8:46)
CI for marketing (7:14)
CI for product, design and engineering (3:46)
CI for the C-suite (4:09)
How often should CI be conducted?
[Bonus] Beat your competition
[Bonus] Avoid stale CI strategies
[Bonus] Competitive intelligence at the speed of DevOps
Exam #10
Key takeaways
Time to reflect 💡
Analyst relations [255 mins]
Resource library
Intro to analyst relations (2:12)
Exploring the components of AR (9:57)
Key elements of your 4 step framework (3:55)
Exam #11
Identify, establish goals, align (19:56)
Exam #12
Engagement and planning (16:09)
Coursework
Exam #13
Inquiries, briefings and reports (28:13)
Coursework
Exam #14
Tracking success metrics (13:20)
Exam #15
[Bonus] A guide for PMMs owning analyst relations
Best practice and conclusions (27:15)
Exam #16
Key takeaways
Time to reflect 💡
Segmentation [74 mins]
Resource library
Intro to segmentation (1:55)
The importance of segmentation (19:03)
Getting started with market segmentation (5:05)
Finding your most lucrative segments
Segmentation success metrics (1:57)
[Bonus] Using segmentation to accelerate GTM
Exam #17
Key takeaways
Time to reflect 💡
Personas [385 mins]
Resource library
Intro to personas (2:02)
Personas and the buying cycle (12:52)
The difference between buyer personas and user personas (10:12)
Why are personas so important? (6:07)
What are negative personas? (5:24)
Jobs-to-be-done (12:09)
Product marketing use cases (28:26)
Product + engineering use cases (2:55)
Sales use cases (5:11)
Marketing use cases (9:21)
Customer Success use cases (5:36)
CEO use cases (3:50)
Exam #18
Who should be involved in the persona process? (11:40)
How to determine how many personas you need (8:10)
How many interviews do you need to conduct? (4:45)
How to find people to interview and persuade them to talk to you (15:23)
Jobs-to-be-done theory (12:09)
Exam #19
How to come up with your persona questions (15:33)
B2B and B2C persona master lists
How to conduct your interviews (12:29)
Who should conduct the interviews? (3:11)
Coursework (1:40)
Exam #20
How to consolidate your data + identify trends (13:07)
Working out how many personas you need (7:27)
Quantified buyer personas (7:55)
Coursework (2:38)
Exam #21
A step-by-step guide to building your personas (6:01)
Persona template examples (3:28)
Naming your personas (4:53)
Validating your personas (3:27)
Exam #22
Sharing your personas across the org (12:02)
Measuring the success of your personas (19:26)
How often should you review your personas? (4:36)
How to review your personas (8:30)
Persona tips (3:16)
Exam #23
Key takeaways
Time to reflect 💡
Positioning [151 mins]
Resource library
Intro to positioning (2:11)
What is positioning and why is it important? (5:46)
The perils of the positioning statement (2:16)
The difference between messaging and positioning (7:23)
[Bonus] Strategic product marketing Q&A
How to carry out an initial positioning exercise (3:23)
Let go of the old, make way for the new (2:55)
Identify what makes you unique (16:14)
Identify the value of your features (2:30)
Find out who really cares (1:14)
What market frame of reference makes you stand out? (8:40)
Your positioning versus your competitors (8:12)
Positioning and Competition
Positioning at a start-up (3:41)
Exam #24
Taking your positioning to the next level (7:22)
How to carry out a repositioning exercise (3:55)
How to reposition your product (11:14)
Validate your repositioning (3:33)
How to roll out new positioning (4:59)
How often should you review your positioning? (4:41)
[Bonus] How to pivot your positioning in times of upheaval
Driving positioning within your organization (5:32)
Positioning and gaining leadership buy-in (5:51)
Exam #25
Key takeaways
Time to reflect 💡
Messaging [193 mins]
Resource library
Intro to messaging (2:11)
Product messaging defined (3:43)
The business impact of messaging and why good messaging is so crucial (12:28)
Product Marketing's role in messaging (9:42)
The foundation for successful messaging (7:34)
Getting maximum impact from messaging frameworks (26:57)
Common fails and how to avoid making them yourself (4:49)
Researching tips (17:04)
How to cover every base by seeking help (5:27)
Gathering your proof points (3:43)
Exam #26
How to set objectives and draft your key messages (4:38)
Top tips for layering and reviewing your messaging (9:57)
Working with copywriters effectively (6:42)
Validating your messaging with prospects and customers (6:31)
Reviewing your messaging, do's and dont's (4:51)
How to keep engagement high (20:31)
Best practices for dealing with messaging challenges (5:28)
Messaging syncing and why it matters (10:45)
Exam #27
Key takeaways
Time to reflect 💡
Narrative design [52 mins]
Resource library
Intro to narrative design (1:39)
Standing out in your marketplace (3:27)
Why narrative design is so hard (2:41)
How to design a narrative (2:07)
Rolling out the narrative internally (3:13)
Launching your narrative externally (3:58)
Tying a product launch to your narrative (0:49)
Positioning vs narrative design
[Bonus] Narrative design and storytelling
[Bonus] Narrative design case study
[Bonus] Narrative design for category domination
Exam #28
Key takeaways
Time to reflect 💡
Pricing [43 mins]
Resource library
What is willingness to pay? (1:48)
Create your pricing strategy (2:50)
Pricing roadmaps (3:33)
Freemium pricing (2:36)
Cost-plus pricing (2:29)
Maximization, Penetration and Skimming pricing (1:56)
Dynamic pricing (2:04)
Usage-based pricing (4:12)
Competition-based pricing (3:03)
Product Marketing can lead pricing (5:01)
Coursework (0:32)
Exam #29
Key takeaways
Time to reflect 💡
Metrics [205 mins]
Resource library
Intro to metrics (2:19)
OKRs and KPIs and why they matter (3:26)
Solving the problem of attribution (2:53)
Is quality or quantity more important? (1:58)
Product launch metrics (1:53)
Product-market fit (4:20)
Win-rates (4:43)
Market share (3:39)
Sign-up surveys for segmentation (3:10)
Conversion rate in target segment (1:48)
ARR and MRR (3:11)
Average Revenue Per User or Average Revenue Per Account (1:49)
Churn rate (1:55)
Sign-up to subscriber conversion rate (1:29)
The importance of KPIs (1:30)
[Fireside chat] Product launch metrics
Exam #30
Product adoption and usage metrics (1:18)
Active users (2:29)
Feature adoption (3:20)
Customer satisfaction (3:55)
Retention, upsell and cross-sell (3:15)
Time to value (4:45)
Coursework (1:47)
Exam #31
[Fireside chat] Product adoption and usage metrics
Sales enablement metrics (2:48)
Asset utilization (2:52)
Sales confidence (1:28)
Pre-training sales surveys (1:50)
Time to close (2:12)
Case studies (3:43)
[Fireside chat] Sales enablement metrics
Exam #32
Lead and demand-gen metrics (0:57)
Click-through and open rate (2:03)
Marketing qualified leads and sales qualified leads (4:07)
Brand awareness (4:45)
Customer lifetime value (2:55)
Customer acquisition cost (1:12)
Coursework (1:17)
Exam #33
Using the ultimate framework (0:54)
How to choose your metrics (2:51)
The framework (2:46)
Exam #34
[Fireside chat] Stakeholders and metrics
Data gathering foundation (1:11)
Gathering data (3:17)
Ownership of data analysis (1:29)
Data analysis mistakes to avoid (5:20)
The killer dashboard (6:04)
How to use metrics to increase your influence and cultivate collaboration (4:30)
Exam #35
Key takeaways
Time to reflect 💡
Go-to-market strategy [70 mins]
Resource library
Intro to GTM (1:22)
Alignment (2:53)
Alignment through tech (3:05)
Ideation (1:58)
Build the solution (1:04)
Soft launches (2:34)
GTM general launch (2:00)
General launch continued (1:44)
Product launches are unique and imperfect (1:08)
[Fireside chat] Budgeting and projections within the Go-to-Market motion
Exam #36
Key takeaways
Time to reflect 💡
Sales enablement [45 mins]
Resource library
Intro to sales enablement (1:28)
Sales enablement assets (1:56)
Sales enablement tools (5:10)
Sales enablement ownership (3:25)
Sales process and performance (4:05)
Sales enablement content and the buyer funnel (4:00)
Coursework
Sales enablement frameworks (3:32)
Sales training (1:41)
Coursework (0:42)
[Bonus] Sales enablement for technical PMMs
[Bonus] The ultimate sales psychology
[Bonus] Sales enablement adoption
Exam #37
Key takeaways
Time to reflect 💡
Retention [130 mins]
Resource library
Intro to retention (2:01)
The difference between customer retention and customer loyalty (2:29)
How to calculate customer retention
How to improve customer retention
Identifying your most valuable customers (4:30)
Following up with your customers (5:27)
How does a customer marketing strategy help retention?
Calculating customer retention cost (3:27)
[Bonus] Enhance retention and growth through data-driven onboarding
[Bonus] Customer retention metrics
Exam #38
Key takeaways
Time to reflect 💡
Cross-functionality [45 mins]
Resource library
Intro to cross-functionality (1:45)
Why cross-functional collaboration is key to success (2:19)
Mapping out your organization (3:27)
Defining & communicating Product Marketing’s value (4:39)
Coursework
R-E-S-P-E-C-T, find out what it means to a product marketer (3:52)
The difference between PM & PMM (2:27)
Being a partner & earning trust (6:55)
The roadmap and vision (7:47)
Your go-to-market motion (5:25)
Establishing yourself as a strategic partner (3:22)
Exam #39
Key takeaways
Time to reflect 💡
Professional relationship management [51 mins]
Resource library
Intro to professional relationship management (1:23)
Managing up to get ahead (2:09)
How to communicate with leadership (3:29)
Building motivation within your team (4:05)
Core competencies within your team (2:33)
How to keep your team focused on the strategic vision (2:22)
[Fireside chat] Building a collaborative and cross-functional team
Owning incubation projects (2:44)
How to work with analysts (4:41)
Coursework
Exam #40
Key takeaways
Time to reflect 💡
The lateral career move [10 mins]
Resource library
Intro to the lateral career move (2:16)
The transitioning trend for PMMs (1:39)
The right roles for a lateral move (4:13)
[Fireside chat] From sales to PMM
Moving back into PMM at a higher level (2:36)
Coursework
Coursework
Exam #41
Key takeaways
Time to reflect 💡
Building your personal brand [53 mins]
Resource library
Intro to building your personal brand (1:15)
How to build your personal brand (5:35)
Post consistently (3:07)
Examples of a successful brand within Product Marketing (11:19)
Further examples of successful PMM brands (17:10)
Coursework (1:33)
Exam #42
Key takeaways
Time to reflect 💡
Wrap up
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[Bonus] Narrative design for category domination
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