Autoplay
Autocomplete
Previous Lesson
Complete and Continue
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
Fancy leaving a review?
Your feedback
Let's get social
Become an affiliate
Get your membership discount
Get your certificate
Product marketing metrics that matter
Lesson content locked
If you're already enrolled,
you'll need to login
.
Enroll in Course to Unlock