🔥 7 modules 📘 29 chapters 🛠 14 templates ⏰ 12+ hours of content 🔖 Official certification 👩💻 100% self-paced
This course will equip you with the insider knowledge you need to create a lasting, successful career as a product marketing leader. In it, we’ll equip you with the fundamental skills required to guide your team with authority, confidence, influence, and innovation.
Ready to become the best leader you can be?
Becoming an amazing product marketing leader doesn’t happen by chance. It happens by habit.
Product Marketing Certified: Leadership has been built on the back of decades’ worth experience from some of the world’s best-known brands with one goal in mind: helping you be the best leader you can be.
Join pioneering product marketing leaders from elite organizations like LinkedIn, Hotjar and Shopify and transform yourself into the best leader you can be.
What to expect in this course.
We’ve covered every intricacy, every detail, every area.
Enrol now and explore all 7 modules, covering everything a leader needs to know and do, including how to build a high performing team, own your influence and career path, make solid, data-driven decisions and use effective project management techniques - and so much more.
"Flat out awesome course! This course leaves no stone unturned, and even provides you with all the slide decks, tools, and templates for future use. All the leadership interviews with the industry's top product marketing leaders provided so many nuggets of product marketing leadership gold and real-world practical application. If you want to take your product marketing career to the next level, this is absolutely the course for you - bar none!"
-Scott Bamford, Senior Product Marketing Manager at HotSchedules
Learn from product marketing legends like...
(Plus many, many more)
Jennifer Bunting
Head of Product Marketing for EMEA & LATAM at LinkedIn
Aaron Brennan
Director of Product Marketing & Product Management at airSlate
Tamara Niesen
Director (Head of) Global GTM & Demand Generation at Shopify
Yoni Solomon
Chief Marketing Officer at Uptime.com
Tamara Grominsky
Chief Strategy Officer at Unbounce
Phill Agnew
Senior Product Marketing Manager at Hotjar
What will you achieve?
This course will:
🔥 Define what it takes to be a great PMM leader
🧱 Help you build and scale your own team
👉 Help you successfully manage an existing team
📊 Clarify how you should leverage data
🗣 Help you become the voice of the customer
🙌 Increase your influence and standing within your organization
🎉 Outline how cross-functional teams should work together
🔋 Supercharge and refine your strategic thinking
Improve your existing leadership skill sets or turn your pipe dreams into a reality; whether you’re an experienced leader or budding PMM figurehead, this course has everything but the kitchen sink to help you fulfill your ambitions.
Built with some of the world’s biggest brands.
Product Marketing Certified: Leadership has been vetted, tested and approved by senior-level PMMs from companies like Google, Sprinklr, Hubspot and Linkedin so you can be sure you’re getting gold standard content.
Learn from a pool of incredible PMM pioneers in every module, each of which have been there, done it, and are ready to share their wisdom to help you reach the product marketing summit.
Here’s a snapshot of who’s waiting for you inside. 👈
Don't worry, we do team rates, too.
If you're looking to get a team of three or more PMMs certified, then speak to Caitlin about team rates on [email protected].
Course curriculum 👩🏼🏫
-
Creating a product marketing strategy
(3:55)
-
Driving strategy with product marketing
-
Segmentation
(4:02)
-
Customer segmentation [Q&A with Unbounce]
-
Changes to your messaging
(2:34)
-
Your approach to positioning
(6:50)
-
Indoctrinate your team in your strategy
(2:47)
-
Consistency in your content
(1:33)
-
Bonus: PMM strategies for mobile apps [Etsy]
(28:27)
-
Bonus: PMM strategies for a freemium product [HubSpot]
(29:11)
-
Fireside chat: Phill Agnew, Hotjar
(35:00)
-
Fireside chat: Devon O'Rourke, Fluvio
(26:54)
-
The unique challenges/opportunities of leading at a start-up
(3:37)
-
Fireside chat: Jeff Schaffzin, Genysys
(14:23)
-
Bonus: A Start-up strategy slide deck
(4:21)
-
Exam #1 - Product marketing strategy
-
Building a product marketing team
(1:42)
-
Product marketing team structures
(4:55)
-
PMM team structures [examples]
-
A new function for PMM?
(3:05)
-
How to structure your PMM team internally
(19:15)
-
Bonus: How to build and structure a PMM team
(48:20)
-
Bonus: Built to scale - product marketing at Uber
(29:48)
-
The recruitment process
(31:30)
-
Interview questions & tasks
-
Fireside chat: Tamara Grominsky, Unbounce
(25:06)
-
Fireside chat: Jennifer Bunting, LinkedIn
(33:38)
-
Exam #2 - Building a product marketing team
-
Defining your leadership style
(1:10)
-
'Hard' and 'soft' leadership skills
(5:54)
-
Hard & soft skills [Q&A with Uber]
-
Making the hard decisions
(14:45)
-
Retaining and upskilling top talent
(5:42)
-
Developing a high performance team
(13:03)
-
Delegation and briefing
(9:18)
-
Fireside chat: Tamara Niesen, Shopify
(23:41)
-
Bonus: Leading, building, and growing great PMMs [airSlate]
(44:37)
-
Exam #3 - Team management
-
Pricing, budgets & impact
(15:07)
-
Pricing strategies
(4:22)
-
Bonus: How to get a seat at the pricing table
(31:17)
-
Bonus: pricing and packaging roadmaps to grow revenue [Zuora]
(14:56)
-
Product marketing + pricing [Q&A with Toast]
-
Bonus: The psychology behind pricing [Brandwatch]
(30:23)
-
Exam #4 - Pricing, budgets & impact
-
Your role as a project leader
(2:18)
-
Goals and prioritization
(5:44)
-
Motivation and cohesion
(7:50)
-
Planning and execution
(2:44)
-
Discuss pricing and packaging early
(1:48)
-
Product launches
(10:51)
-
Fireside chat: Yoni Solomon, Uptime
(21:48)
-
Fireside chat: Chris Hines, ZScaler
(31:09)
-
Exam #6 - Project management & go-to-market
-
Level-up your ability to influence people
(4:56)
-
Owning your professional development
(5:22)
-
Cross-functional relationships
(30:25)
-
Analyst relations
(10:00)
-
Product-led growth
(6:45)
-
Bonus: Product-led growth - the rise of the user [OpenView]
(22:29)
-
A PMMs guide to product-led growth
-
Exam #7 - Influencer & being cross-functional
Be the best leader you can be. 👇
Why choose us?
🔖 Official Certification if you pass all the exams.
🔥 All 7 modules, 29 chapters and bonus videos are jam packed with essential content.
😏 You won’t find a curriculum this comprehensive, valuable, or impressive anywhere on the market.
🌍 We're home to the world’s largest PMM community. And all our content’s based on the latest trends and developments.
🙌 PMMs from industry leading organizations trust us to gather, present and disseminate their hard-won experience and advice.
👨💻 Our course is 100% self-paced, you can learn in your own time and when it’s most valuable to you.
🧠 You have access to the course for life… and we refresh our content every quarter so your knowledge is always up-to-date.
🛠 Gain total access to 14 frameworks and templates and exclusive PMMC channels as well as all course content.
🤑 Discount available for those with PMA Membership plans.
FAQs
Q: Is this course accredited?
A: Absolutely. As well as seals of approval from orgs like Hotjar, Etsy, LinkedIn, and more, Product Marketing Certified: Leadership is recognized by the Chartered Institute of Marketing (CIM) and accredited by Continuing Professional Development (CPD).
Q: Who's this course for?
A: It’s for current and aspiring product marketing leaders. If you’re a current Director or VP of Product Marketing, this course will help you learn from experienced leaders and absorb their tried and tested techniques. If you’re an aspiring Director or VP of Product Marketing, this course will a) help you identify which skill gaps you need to close before you make the move, and, b) set the foundation for your move into a leadership role.
Q: What will I get out of this course?
A: This course has been designed to provide you with an evergreen curriculum that enables you with the information, tools, and case studies needed to be the best leader you can be.
Not only does this course bring to light and address all the essential hard and soft skills required to be an amazing PMM leader, it also draws on decades of experiences accumulated by PMM leaders at some of the world’s most well-known brands.
Q: Who will I learn from?
A: As well as our team of internal experts, Product Marketing Certified: Leadership features fireside chats, bonus footage, and infinite insights from PMM leaders at orgs like Sprinklr, Amazon Web Services, Unbounce, Hotjar, Shopify, LinkedIn, Atlassian, Etsy, Uber, HubSpot, and more.
Q: I’d love to enroll in the course, but it’s looking like it may be out of my price range. 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 product marketing leadership. So, we’ve put together price plans designed to fit your personal circumstances. Drop us a line on [email protected] to discuss if you want to 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 I don’t pass the exams?
A: If you fail the first time round you'll be given the option to 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.