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Product Marketing Core | Teams
Welcome [35 mins]
What to expect in this course (1:32)
How to get the most out of PMMC®
Resource library
What is product marketing? (6:30)
PMA's Product Marketing Playbook (6:50)
The product lifecycle (5:40)
The difference between PM and PMM (3:29)
How to work with Product Management (12:11)
Research [50 mins]
Research overview (5:54)
Qualitative vs quantitative research (3:11)
Win-loss interviews (16:23)
Win-loss coursework (0:55)
Customer feedback (4:07)
Observations + the rest of your market (3:12)
Competitor intel (7:14)
Competitor intel coursework (1:01)
Validating your hypothesis (3:05)
Building a business case (6:29)
Research templates
Exam | Research
Pricing [40 mins]
Pricing basics (2:48)
Calculating your baseline (2:00)
Cost-plus pricing (3:37)
Competitor-based pricing (1:56)
Value-based pricing (3:11)
Dynamic pricing (6:59)
Price sensitivity surveys & conjoint analysis (6:23)
Pricing and packaging roadmaps
Exam | Pricing
Objectives and key results [70 mins]
An intro to OKRs (5:03)
Go-to-Market OKRs (9:33)
Sales enablement OKRs (5:22)
Lead-gen OKRs (3:12)
Product adoption OKRs (10:04)
Reporting and communication (2:41)
Product marketing metrics that matter
Exam | OKRs
OKR coursework (0:56)
Personas [70 mins]
What are personas? (3:54)
Persona template (3:55)
Buyer personas vs user personas (3:56)
Creating your personas (10:17)
How to use personas effectively (5:55)
How to develop personas the right way
What is Jobs-to-be-Done? (11:47)
Persona templates
Exam | Personas
Positioning & messaging [85 mins]
Positioning overview (6:02)
Positioning fundamentals (6:21)
How to approach positioning (14:28)
Positioning coursework (1:01)
Understanding messaging (12:33)
SurveyMonkey’s 7-step messaging process
An intro to narrative design (10:13)
Storytelling framework (8:31)
Positioning templates
Exam | Positioning & messaging
Go-to-Market [50 mins]
Go-to-Market overview (2:56)
Go-to-Market process (8:30)
Acquisition & engagement channels (9:04)
3-step growth strategy
Go-to-Market process continued (2:43)
Timing your launch (4:33)
Communicating your GTM strategy (2:40)
Go-to-Market templates
Exam | Go-to-Market
Go-to-Market coursework (1:09)
Communication [20 mins]
Why communication is so important (1:43)
12 tips to communicate better (17:26)
Exam | Communication
Sales enablement [60 mins]
The role of sales enablement (6:15)
Sales enablement tactics (9:51)
Creating a sales playbook from scratch
Sales enablement fundamentals (6:34)
Getting sales teams bought in (8:20)
Measuring sales enablement (4:21)
Product-led growth
Sales enablement templates
Exam | Sales enablement
Sales enablement coursework (0:36)
Onboarding [20 mins]
Onboarding examples (4:24)
Onboarding framework (5:20)
Onboarding best practices (3:01)
Customer onboarding coursework (1:12)
Retention tactics (4:26)
Customer case studies (4:12)
Onboarding + case study templates
Exam | Onboarding
Analysis & optimization [25 mins]
Analysis fundamentals (8:46)
Areas to analyse (7:12)
A/B testing (4:07)
Cohort analysis (6:05)
Exam | Analysis & optimization
Cohort analysis coursework (0:48)
Wrap up
Resource library
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PMA's Product Marketing Playbook
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