Course overview.
1,000s of professionals worldwide are flocking to start a career in product marketing, but with so much competition, the stakes to get on the career ladder are becoming ever-tougher.
Which is where Product Marketing Core comes in. Viewed by employers as a significant and necessary base for understanding the frameworks and approach of PMM, it's enabling aspiring PMMs, like you, to interview with confidence and secure their first product marketing role.
Covering the A to Z of product marketing, by the time you've completed this course, you'll have an insanely solid understanding of the essential topics, terminology, and skills every successful PMM needs to thrive - and all delivered by the biggest PMMs around, naturally.
"Within a month of completing the course, I landed my first interview with my now PMM role. My employer has shared with me repeatedly that they were excited that I had jumpstarted my PMM career on my own."
- PMMC graduate, previously a Property Adjuster turned PMM
This course is for you if...
🧗🏼♂️ You want to explore a new career in product marketing but have no experience or qualifications and struggling to secure that first interview.
❓ You don't currently understand the language and terminology of product marketing (yet!)
🛠 You need to learn, at speed, the tools, and frameworks used by product marketers and how to implement them.
🗣 You don't have the confidence to 'hold your own' in a product marketing interview or conversation.
🌐 You don't currently have the network or contacts to propel forward your product marketing career.
What you can expect in our OnDemand course.
67%
of those asked that were looking for a career change said PMMC helped them secure their first PMM role within 3 months of taking the course.
5/5
is what 70% of those surveyed rated the certification with many citing it helped them to be more confident in their role.
100%
of people surveyed would recommend the course to a friend or colleague due to the comprehensive curriculum backed by a PMM community.
Why choose us?
💁🏽♂️ Home to the world’s largest PMM community - connect, network, and learn from PMMs at all levels. As well as an exclusive PMMC Alumni channel for life.
💪 Product marketing maestros from orgs like HubSpot, SurveyMonkey, Adobe & more share their experience in 3+ hours’ worth of bonus footage.
📙 Total access to 20+ templates and frameworks, all based on the latest and cutting edges approaches in product marketing.
📝 Live weekly workshops to support you throughout your course and any questions you may have.
🔖 Official PMMC® certification if you pass all the exams.
P.s. If you need help convincing your boss, we've done the hard part for you here.
"I wanted to explore a career in Product Marketing but did not know where to start. I did extensive research and compared different courses in the market. I found PMMC to be the most meaningful in terms of course structure and affordability. Hence, I decided to enroll.
I believe everyone has something to learn here, but I would say it's a must-do for someone looking to break into PMM roles."
- Arpita Sharma, Associate PMM at GaggleAMP
P.s. Head here for TONS more testimonials just like this.
Learn from industry-leading guest speakers like...
April Dunford
CEO at Ambient Strategy
Susan 'Spark' Park
Head of Product Marketing, VR experiences: Work, Fitness ad Media at Meta.
Mary Sheehan
Head of Lightroom Product Marketing at Adobe
Francisco T. Bram
Customer Obsessed Marketing Leader | Former Head of Product Marketing at Uber & Uber Eats.
Marcus Andrews
Director of Product Marketing at Pendo.io
Sarah Din
VP of Marketing at Builder.io
Natalie Louie
Head of Marketing at Mobilecoin
Tamara Grominsky
VP Product Marketing & Lifecycle at Kajabi
Kyle Poyar
Operating Partner at OpenView
Misha Lewis Rangel
Global Product Marketing Manager, Hybrid Cloud on IBM Power Systems
Darlene Samer
Head of Blueprint Team, Center of Excellence, Sales Readiness at LinkedIn
Kushagra Sharma
Product Manager at VMware.
Accredited and recognized by:
Don't worry, we do team rates, too.
If you're looking to get a team of three or more marketers certified, then speak to Tom about team rates on [email protected].
Course curriculum 👩🏼🏫
- What to expect in this course (1:53)
- How to get the most out of PMMC®
- Live & Online
- Your course pack
- Resource library
- What is product marketing (7:58)
- Product marketing career table (1:24)
- Portfolio messaging (2:14)
- PMA's product marketing framework (9:26)
- The product lifecycle (6:50)
- The difference between PM and PMM (4:08)
- How to work with Product Management (12:05)
- Key takeaways (1:50)
- Time to reflect 💡
- Monthly workshops
- Research overview (6:46)
- B2B versus B2C customer research (3:32)
- Qualitative vs quantitative research (3:37)
- Win-loss interviews (18:49)
- Win-loss coursework (0:55)
- Customer feedback (4:31)
- Observations + the rest of your market (3:32)
- Competitor intel (7:55)
- Competitor intel coursework (1:01)
- Validating your hypothesis (3:35)
- Building a business case (6:55)
- Key takeaways (2:20)
- Research templates
- Exam | Research
- Time to reflect 💡
- Weekly workshops
- 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)
- Key takeaways (2:38)
- Exam | Pricing
- Time to reflect 💡
- The pricing and packaging roadmap to help grow revenue | MobileCoin
- Weekly workshops
- 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 (10:04)
- Product adoption OKRs (11:47)
- Reporting and communication (2:41)
- Reporting and communication (2:34)
- Key takeaways (2:22)
- Exam | OKRs
- Time to reflect 💡
- OKR coursework (0:56)
- Product marketing metrics that matter | Adobe
- Weekly workshops
- What are personas? (4:30)
- B2B versus B2C user personas (2:15)
- Persona templates (4:26)
- Buyer personas vs user personas (4:26)
- Creating your personas (11:19)
- How to use personas effectively (6:43)
- What is Jobs-to-be-Done? (13:01)
- Ideal Customer Profiles (6:11)
- Key takeaways (3:04)
- Persona templates
- Exam | Personas
- Persona Certified
- Time to reflect 💡
- Weekly workshops
- Positioning overview (6:52)
- Positioning fundamentals (6:48)
- How to approach positioning (15:58)
- Positioning coursework (1:01)
- Understanding messaging (14:57)
- An intro to narrative design (10:13)
- Narrative design certified
- Storytelling framework (9:45)
- Key takeaways (2:09)
- Positioning templates
- Exam | Positioning & messaging
- Time to reflect 💡
- Storytelling and messaging in B2C product marketing | Albertsons Companies
- 7-step messaging process | Builder.io
- Weekly workshops
- 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 versus traditional product marketing (3:45)
- What a GTM strategy for startups should look like (3:19)
- Go-to-Market process (9:46)
- Acquisition & engagement channels (10:37)
- 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)
- 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 | Instagram
- Evolving product marketing to solutions marketing | Veeam Software
- Weekly workshops
- Why communication is so important (2:03)
- 12 tips to communicate better (19:53)
- Working with sales, marketing & 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)
- Key takeaways (2:41)
- 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
- Weekly workshops
- The role of sales enablement (7:10)
- Sales enablement tactics (10:58)
- Creating a sales playbook from scratch (25:28)
- 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
- Key takeaways (2:57)
- Sales enablement templates
- Exam | Sales enablement
- Time to reflect 💡
- Sales enablement coursework (0:36)
- Weekly workshops
- Onboarding examples (4:51)
- Onboarding framework (6:03)
- Onboarding best practices (3:26)
- Customer onboarding coursework (1:12)
- Retention tactics (5:03)
- Customer case studies (4:12)
- Customer case studies (4:38)
- Key takeaways (2:17)
- Onboarding + case study templates
- Exam | Onboarding
- Time to reflect 💡
- Weekly workshops
Fancy taking the program live & online?
Then get certified with a virtual room full of others with our part and full-time options. Prefer to take it at your own pace? No drama. Just keep scrollin'.
