Loved How to Rethink Marketing for Tech Products
by Lauchengco, MartinaEdition: 1st
Format: Hardcover
Pub. Date: 2022-04-12
Publisher(s): Wiley
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Summary
In todays hyper-competitive market, how a product is taken to market is at least as important as the product itself. It is no longer enough for marketers and product teams to just announce their product is superior. Even if what a product does is unique, others claim they do the same things, leaving customers very confused. As a result, product marketing for tech products has never been harder...or more important. This book explains what it really takes to bring a technology product successfully to market. The frameworks are simple but powerful and easy to deploy. They address how to adapt product marketing to more agile development cycles, how to stand out when other products do similar things, and how to position products and companies with thoughtful execution of strategy versus simply doing marketing. It takes the best of classic positioning, messaging and product marketing and applies these practices to modern realities of the tech and customer landscape.
Author Biography
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
Table of Contents
Foreword by Marty Cagan
Introduction: My Story
Part 1: The Foundation: Understanding Product Marketing’s Fundamentals
Chapter 1 When David Beats Goliath: Why Product Marketing Matters
Chapter 2 The Fundamentals of Product Marketing
Chapter 3 Ambassador: Connect Customer and Market Insights
Chapter 4 Strategist: Direct Your Product’s Go-to-Market
Chapter 5 Storyteller: Shape How the World Thinks About Your Product
Chapter 6 Evangelist: Enable Others to Tell the Story
Part 2: How to Do the Role: Who Should Do Product Marketing and How to Do It Well The People and Partnerships
Chapter 7 Strong Product Marketing: Skills of the Good
Chapter 8 How to Partner with Product Management
Chapter 9 How to Partner with Marketing
Chapter 10 How to Partner with Sales Essential Processes and Tools
Chapter 11 Discovering and Rediscovering Market Fit
Chapter 12 Product Marketing in the Age of Agile
Chapter 13 The Metrics That Matter
Part 3: Strategist: Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy
Chapter 14 When Strategy Guides Product Go-to-Market: Salesforce
Chapter 15 What the iPhone Shows Us About Adoption Life Cycles
Chapter 16 The Brand Lever: It’s Not What You Think
Chapter 17 The Pricing Lever: It’s About Perceived Value
Chapter 18 Marketing When It’s Not About Product
Chapter 19 The One-Sheet Product Go-to-Market Canvas
Chapter 20 Understanding in Action: Real Marketing Plans
Part 4: Storyteller: Clarity and Authenticity: The Process and Tools to Rethink Messaging
Chapter 21 Discover Your Position
Chapter 22 How to Listen and Connect: Expensify and Concur
Chapter 23 Understanding in Action: Netflix and Zendesk
Chapter 24 The Balancing Act: Right Message, Right Time
Chapter 25 The One-Sheet Messaging Canvas
Part 5: Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company
Chapter 26 Leading and Transforming Product Marketing
Chapter 27 How to Hire Strong Product Marketing Talent
Chapter 28 How to Guide a Product Marketing Career
Chapter 29 Product Marketing by Stage: Early, Growth, Mature
Chapter 30 Mature Company Inflection Points: When to Lean into Product Marketing
Chapter 31 What You Can Do Right Now
Appendix: Marketing Terms Explained
Acknowledgments
About the Author
Index
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