Details

Loved

How to Rethink Marketing for Tech Products
Silicon Valley Product Group 1. Aufl.

von: Martina Lauchengco
23,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	31.03.2022
ISBN/EAN:	9781119704393
Sprache:	englisch
Anzahl Seiten:	288

In den Warenkorb

Als Gutschein

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

Titelbeschreibung

Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company. The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story. Part of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision. Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing. With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you: <ul> <li>the centrality of product marketing to any product’s success</li> <li>the key skills and actions required to do it well</li> <li>the four fundamentals of product marketing and how to apply them</li> <li>how to hire, lead, and organize product marketing</li> <li>how product marketers optimize crucial collaboration with other functions</li> <li>one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing</li> </ul> LOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.

Inhaltsverzeichnis

Foreword by Marty Cagan xiii Introduction: My Story 1 Part One: The Foundation: Understanding Product Marketing’s Fundamentals 7 Chapter 1: When David Beats Goliath: Why Product Marketing Matters 9 Chapter 2: The Fundamentals of Product Marketing 16 Chapter 3: Ambassador: Connect Customer and Market Insights 24 Chapter 4: Strategist: Direct Your Product’s Go-to-Market 31 Chapter 5: Storyteller: Shape How the World Thinks About Your Product 39 Chapter 6: Evangelist: Enable Others to Tell the Story 47 Part Two: How to Do the Role: Who Should Do Product Marketing and How to Do It Well 53 The People and Partnerships Chapter 7: Strong Product Marketing: Skills of the Good 55 Chapter 8: How to Partner with Product Management 66 Chapter 9: How to Partner with Marketing 74 Chapter 10: How to Partner with Sales 81 Essential Processes and Tools Chapter 11: Discovering and Rediscovering Market Fit 88 Chapter 12: Product Marketing in the Age of Agile 98 Chapter 13: The Metrics That Matter 105 Part Three: Strategist: Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy 111 Chapter 14: When Strategy Guides Product Go-to-Market: Salesforce 113 Chapter 15: What the iPhone Shows Us About Adoption Life Cycles 117 Chapter 16: The Brand Lever: It’s Not What You Think 127 Chapter 17: The Pricing Lever: It’s About Perceived Value 134 Chapter 18: Marketing When It’s Not About Product 141 Chapter 19: The One-Sheet Product Go-to-Market Canvas 149 Chapter 20: Understanding in Action: Real Marketing Plans 159 Part Four: Storyteller: Clarity and Authenticity: The Process and Tools to Rethink Messaging 167 Chapter 21: Discover Your Position 169 Chapter 22: How to Listen and Connect: Expensify and Concur 174 Chapter 23: Understanding in Action: Netflix and Zendesk 181 Chapter 24: The Balancing Act: Right Message, Right Time 192 Chapter 25: The One-Sheet Messaging Canvas 199 Part Five: Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company 207 Chapter 26: Leading and Transforming Product Marketing 209 Chapter 27: How to Hire Strong Product Marketing Talent 218 Chapter 28: How to Guide a Product Marketing Career 225 Chapter 29: Product Marketing by Stage: Early, Growth, Mature 231 Chapter 30: Mature Company Inflection Points: When to Lean into Product Marketing 238 Conclusion: What You Can Do Right Now 244 Appendix: Marketing Terms Explained 247 Acknowledgments 255 About the Author 258 Index 261

Autorenportrait

MARTINA LAUCHENGCO is the product marketing partner at Silicon Valley Product Group and a partner at Costanoa Ventures, a boutique early-stage venture capital firm. Martina worked at Microsoft and Netscape, two of the most formative tech companies of all time, before advising startups and Fortune 500 companies. A lecturer in the engineering graduate program at UC Berkeley, her work has been featured in TechCrunch and VentureBeat. Martina received her BA and MA from Stanford University. An avid cyclist, runner and snowboarder, she lives in San Francisco with her husband and two children. Twitter: @mavinmartina LinkedIn: martinalauchengco Martinalauchengco.com

Back cover copy

PRAISE FOR LOVED “There really hasn’t been a definitive book on the art and science of product marketing, and companies have struggled to bring a strategic approach to the discipline. But now there is! LOVED is a hands-on guide to help marketers excel at the fundamentals of product marketing. Martina brings a wealth of real-world experience to this book, as a marketing executive herself. Put simply, I loved LOVED. You will too.” —JON MILLER, CMO, Demandbase; former Co-founder, Marketo “A must-read for business leaders who want their products to not just be launched, but to be loved by customers. Martina demystifies why some great products ascend to great heights and why some fizzle. Focused on technology but relevant to all, this book unravels the mysteries of product- market fit at every phase of growth with accessible examples and relevant tips.” —TATYANA MAMUT, PhD, SVP Product, Pendo; former GM, AWS, Amazon “I didn’t realize how powerful product marketing could be until I saw it done really well. It completely changed what I thought was possible and made me rethink how to structure a marketing team. Martina’s book shows the rest of the world how to succeed in product marketing. She is a force of nature.” —DOUG CAMPLEJOHN, CEO, Airspee; former GM, Sales Cloud, Salesforce “Great products deserve great product marketing. LOVED debunks the common myths of product marketing and serves as a practical guide to help you cut through the noise. Martina is a CMO’s best friend.” —ROBERT CHATWANI, CMO, Atlassian “Our industry has needed the definitive book on product marketing for so long, and with LOVED, Martina has finally written it. This book is essential reading for tech startups but applies just as much for mature companies wanting to do product marketing better.” —SARAH LEARY, Co-founder, NextDoor