👩🏼🏫 11 modules 📙 68 chapters ✅ 87 exam questions ⏰ 10+ hours
🔖 Official certification 📝 Optional coursework 🖥 Live weekly workshops
Course overview.
Alignment is everything in business, especially product marketing. With Product Marketing Certified: Core, your team will get on the same page with the knowledge, tactics, and tools to propel your company's revenue - with teachings from prominent PMM experts at orgs like LinkedIn, IBM, and Adobe.
They'll learn how to embody the voice of the customer, successfully launch a product to market and keep it there, plus, how to combine their efforts with sales, product, marketing, and customer success.
They'll get all this and so much more.
Built by the best... for the best.
Product Marketing Certified: Core is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, Facebook and more.
We've partnered with positioning maestro April Dunford for our positioning and messaging module. Throughout the rest of the course, we've joined forces with product marketing powerhouses from the likes of 👈
"Product Marketing Alliance has done a great job creating a comprehensive course on product marketing which gave me confidence and new skills for my work."
- Mark Jensen, Director of Product Marketing at Epicor
Why choose Product Marketing Certified: Core for your team?
⏰ Fit to your schedule
Product marketers are busy. Choose a schedule that fits their needs, whether it’s on-demand, across one day, four weeks, or even in-person.
📚 11 comprehensive modules
Each team member will hone their skills in revenue-generating activities like go-to-market, positioning, pricing, sales enablement, optimization, and more.
🛠 20+ actionable templates
Course content is supplemented with industry-standard templates so they can put their learning into action and start driving results.
🌍 Home to the largest PMM community
All our advice comes straight from the source, so your team can rest assured they’re getting the most up-to-date knowledge and the latest industry trends.
🏆 Learn from the best
Not only is our content frequently refreshed, your team will be learning directly from seasoned experts in the game that ply their craft at globally recognized companies.
🔖 Official certifications
Each team member will earn an official product marketing certification that’s accredited by the Chartered Institute of Marketing and the CPD certification service. A solid addition to their resumes.
"With modules covering all aspects of product marketing, I have very much enjoyed strengthening my expertise in product marketing as well as learning new things. The course introduces different concepts about product marketing and uses countless examples to make those concepts very practical. Guest speakers and additional videos make the overall course even more interesting. I definitely recommend the course to whomever is interested in entering the Product marketing world or strengthening their expertise."
- Céphas Gawargy, Product Marketing Director at Sendinblue
P.s. Head here for TONS more testimonials just like this.
Meet your experts in residence.
If your team members take the course live and online, or in-person they'll be learning from the likes of:
Holly Watson
Senior Product Marketing Manager at Amazon Web Services (AWS)
Harvey Lee
VP of Product Marketing at Product Marketing Alliance
Andrew Hatfield
Founder and Go-to-Market & Growth Strategist at Deepstar Logic
Ethan Alter
VP, Head of Product Marketing at Motorq
Ginevra Mambretti
Senior Product Marketing Manager at Square
Collette Johnson
Product Marketing Consultant at The Alliance
Meenal Relekar
Director of Product Marketing and Research at StyleSeat
Brett Schetzsle
Founder & President at ADE Imports, Corp
Jason Williams
Founder at br8k
Div Manickam
Product Marketing Career and Leadership Mentor
Elena Madrigal
VP of Product Marketing at Amaze
Renat Gersch
Global Head of Product Marketing at Treasure Data
Crystal Crouch
Founder - Product Marketing Consultant at Marketing Spark
Teams of any size.
If you have a team that is looking to get certified, let us know. Our Learning and Development Director, Matt Booth, can provide a bespoke quote to meet your teams unique needs.
To set the ball rolling, drop Matt a line on [email protected], or schedule time directly in his diary.
Trusted by some of the world's top product marketing teams.
Teams like Adobe, TikTok, Expedia and Epicor have already chosen PMA to get certified. Yours could be next. 👇
P.s. If you need help convincing your boss so you can be the next logo, we've done the hard part for you.
Don't miss out on your chance to get a discounted team rate.
Got a team of 2-5 PMMs? Sign up on the spot. 👇 Keep scrollin' if you're working with larger numbers.
Perfect if you’re not sure when you’ll have time to study
Perfect if you want a structured learning plan in your diary
Perfect if you want a fully immersive, fast-paced learning experience
Accredited and recognized by:
"This course was a very valuable use of my time -- an excellent review for someone who has experience in product marketing (I guarantee you will not have covered every single piece of this course in your role!) yet a super training ground for newbies. The templates I now have access to are amazing and increase my own confidence that I will be able to tackle any future PMM initiative. Customer support was top notch too."
- Courtney Grosch, Product Marketing Manager at Redhat
Course curriculum
- 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
- 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
- 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)
FAQs.
Q: Is the course accredited?
A: Yep, it sure is. As well as having PMA’s seal of approval along with orgs like HubSpot, Facebook, TikTok, Salesforce, Sky and more, Product Marketing Certified: Core is recognized by both the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).
Q: Who's this course for?
A: Anyone in the field of product marketing or transitioning to this role within your company. If they're relatively new to product marketing, it’ll up-skill them in areas they might not have quite so much practical experience in. If they're a product marketing veteran, it’s a great refresher on current trends and potential new practices. And for everyone, it’s an awesome opportunity to learn from senior-level PMMs from some of the world’s biggest businesses.
Q: Does this course cover everything I need to know to be a product marketer?
A: If we do say so ourselves, this course is pretty darn comprehensive. From research through to optimization it covers the A to Z, however, as there are so many facets to product marketing, it’s very much more focused on the essentials.
For a closer look at the course content check out the curriculum. 👆
Q: I’d love to get my whole team certified, do you have any discounts on offer?
A: Yep! All our team packages are bespoke to make sure they’re tailored towards what you’re after, but if you drop Matt a line on [email protected] and let him know what you want, he’ll put a personalized package together for you. FYI, these don’t just have to be online and on-demand either, they can be online + live or live + in-person, too.
Q: Is the coursework mandatory?
A: It's not mandatory, but we'd highly recommend getting stuck in. The more you put in, the more you get out, so we strongly encourage everyone to complete any coursework and get involved with the weekly workshops to go through what you've been working on.
Q: We'd love to enroll in the course, but it’s looking like it may be out of our budget. Is there a way of staggering payments to make it more affordable?
A: We’re super proud of the course and think it’s a great opportunity to understand more about the core principles of product marketing. So, we’ve put together price plans designed to fit your personal circumstances. Affiliate programs are also available before and after taking the course to help reduce the overall expense. Drop us a line on [email protected] to discuss if you wanna talk payment options.
Q: How long will it take to complete?
A: It depends on how you choose to work your way through it. All in all, there’s around two solid days’ worth of course content but we’ve created it in a way that’s easy for you to chip away at as and when you want, and each module can be completed in total isolation.
Q: What happens if we don’t pass the exams?
A: If you fail first time round you'll be given the option retake the exam. If you fail the second attempt too, unfortunately, it means you won’t get the certificate. However, all’s not lost, you’ll have still learned LOTS and you’ll be given access to the course materials for life - so you can brush up on the bits you slipped up on forevermore.
Q: What are the live, weekly sessions all about?
A: To give you the convenience of a self-paced, online course, without skipping on the benefits of those live, two-way conversations, Product Marketing Core comes with weekly calls with senior-level product marketers.
Why? So you can ask questions on anything you’ve learned, chat with like-minded PMMs who’re also undergoing certification, and soak up extra insights from experienced product marketers who know how to nail all aspects of the industry.
Q: We can’t guarantee everyone will be able to attend the live workshops. Will they be available to access at a time to suit me?
A: Sure, we totally understand there may be times you or members of your team can’t attend, and that’s not a problem. To make sure you don’t miss out, we upload all of our previous workshops to an archive for you to dip into at your leisure.
Q: We've noticed course subscribers qualify for a discount for PMA Membership Plans, but what’s included in the membership?
A: That’s right! Anyone who takes part in this program will be eligible for a discount to our membership plans - which includes exclusive content, even more templates and frameworks, mentors, OnDemand videos, and more. For more details about what’s included within the subscriptions head here.