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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®
Live & online
Resource library
Course pack
What is product marketing? (6:30)
Product marketing career table
Portfolio messaging
PMA's product marketing framework
The product lifecycle (5:40)
The difference between PM and PMM (3:29)
How to work with Product Management (12:11)
Key takeaways
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 [50 mins]
Research overview (5:54)
B2B versus B2C customer research (3:32)
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)
Key takeaways
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 [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)
MaxDiff (2:06)
Key takeaways
Exam | Pricing
Time to reflect 💡
Pricing and packaging roadmaps
Monthly workshops
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)
Key takeaways
Exam | OKRs
Time to reflect 💡
OKR coursework (0:56)
Product marketing metrics that matter
Monthly workshops
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)
What is Jobs-to-be-Done? (11:47)
Persona templates
Exam | Personas
How to develop personas the right way
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)
An intro to narrative design (10:13)
Narrative design certified
Storytelling framework (8:31)
Key takeaways
Positioning templates
Exam | Positioning & messaging
Time to reflect 💡
Storytelling and messaging in B2C product marketing | Albertsons Companies
SurveyMonkey’s 7-step messaging process
Bonus footage: Beyond the basics: Five game-changing product marketing tips - Brian Kracik, Head of Product Marketing at Google
Monthly workshops
Go-to-Market [50 mins]
Go-to-Market overview (2:56)
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 (8:30)
Acquisition & engagement channels (9:04)
3-step growth strategy
Go-to-Market process continued (2:43)
Beta testing (3:34)
Timing your launch (4:33)
Communicating your GTM strategy (2:40)
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 [20 mins]
Why communication is so important (1:43)
12 tips to communicate better (17:26)
Working with sales, marketing & product management (6:36)
How to train and empower sales (9:03)
How to work with marketing (2:55)
How to work with product (4:19)
Key takeaways
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 [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)
Sales enablement platforms (4:48)
Product-led growth
Key takeaways
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 [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
Time to reflect 💡
Monthly workshops
Analysis & optimization [25 mins]
Analysis fundamentals (8:46)
Areas to analyse (7:12)
A/B testing (4:07)
Cohort analysis (6:05)
Key takeaways
Exam | Analysis & optimization
Cohort analysis coursework (0:48)
Time to reflect 💡
Monthly workshops
Wrap up
Resource library
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