New to Product Marketing
New to Product Marketing
This section is perfect for those new to or wanting to get into product marketing. It covers the core areas of product marketing plus lists numerous resources to get you up to speed with the basics.
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What is product marketing?
What is product marketing?
For those new to product marketing, it can be somewhat overwhelming, especially as it differs across different companies and industries.
Here are a few definitions:
Wikipedia Product marketing is sub-field of marketing that is responsible for crafting messaging, go-to-market flow, and promotion of a product. Product marketing managers can also be involved in defining and sizing target markets along with other business stakeholders such as business development and sales as well as technical functions such as product management. Other critical responsibilities include positioning and sales enablement.
Hubspot Product marketing is the process of bringing a product to market. This includes deciding the product’s positioning and messaging, launching the product, and ensuring salespeople and customers understand it. Product marketing aims to drive the demand and usage of the product.
Drift Product marketing is the process of aligning product positioning with customer needs so that customers will actually buy and use those products. It essentially comes down to bringing the product to market and making it sellable. We do that by understanding our buyers’ challenges and positioning our product as a solution to their problem.
As you can see, quite a few different definitions.
The Product Marketing Alliance have done a good job of defining Product Marketing:
Product marketing is the driving force behind getting products to market - and keeping them there. Product marketers are the overarching voices of the customer, masterminds of messaging, enablers of sales, and accelerators of adoption
Newsletters and blogs
Newsletters and blogs
Product Marketing Career Growth by Yi Lin Pei
This is a free newsletter to help aspiring product marketers land their dream job, and experienced product marketers accelerate their career growth. The newsletter shares detailed, action-oriented tips around product marketing, career pivoting, and leadership.
Building Momentum by James Doman-Pipe
Building Momentum is a free newsletter helping startup founders and marketers accelerate SaaS growth through product marketing. You’ll find product marketing frameworks, actionable insights, and execution tips to drive huge impact in your business – and grow your career too.
Product Marketing Newsletter by Peter Kortvel
A weekly independent email with cherry-picked useful resources (podcast, news, articles, books) Product Marketers shouldn’t miss. Short summaries for busy professionals are included. The goal is to provide product marketing professionals with the fastest and easiest way to keep educating themselves on a regular basis.
Guides
Guides
Hubspot Ultimate Guide to Product Marketing
The Ultimate Guide to Product Marketing in 2022
Getting Into Product Marketing
Product Marketing Alliance Guide
The product marketing career path by Rocketblocks
30-60-90 day plan as a new product marketing manager by Olivine Marketing
Podcasts
Podcasts
Join product marketing newcomer Maggie Bean as she explores what new (or soon to be new) product marketers need to know about launching a successful product marketing career.
This show is centered around interview prep for product marketers. It will enable people that are approaching PM interviews to think about it in a structured systematic way: here's what it's going to be like, skills that will be tested, and how you should think about preparation.
Join Div Manickam, Director of Product Marketing at SpotMe, as she explores the ins and outs of how leading product marketers structure their respective PMM teams.
Al Dea, former Senior Product Marketing Manager at Salesforce, welcomes a string of product marketing professionals who share insights into their PMM journey, practical tips, and tactical career guidance on how to start and grow your product marketing career.
Courses
Courses
Land Your Dream Job in Product Marketing by Yi Lin Pei - The exact system you need to land your dream product marketing role even if you have no experience or network. This course includes 20+ video lessons, resume/cover letter templates, guides, workbooks, access to a private student community, and LIVE group interview coaching sessions.
Time: 2 hours
Cost: $399
Extras: Free monthly LIVE group interview coaching sessions; ready-made resume and cover letter template, job search workbooks
LinkedIn Learning - Product Marketing Fundamentals
Part of LinkedIn Learning
Product Marketing Digital Boot Camp by Crayon
Free
Product Marketing Essentials - A short course designed to provide you with the fundamentals of product marketing and give you the tools you need to position yourself as a perfect candidate for any product marketing role. This course is designed for those new to product marketing or wanting to get into product marketing.
Time: Several hours worth of learning
Cost: Free
Extras: Free templates, frameworks and guides
Break into product marketing by Zach - Break Into Product Marketing is designed to help you land your first product marketing (PMM) job. Even if you think you have no direct product marketing experience, this is the right online course for you. In 2 hours, you will learn how to…
Define product marketing to your key strengths
Use your key strengths to build your competitive advantage
Build a story around your competitive advantage no hiring manager can ignore.
Time: 1.5 hours ling
Cost: $49 for lifetime access
Product Marketing Bootcamp by Melinda Chung
Time: 99 lessons
Cost: $300
Extras: unknown
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