Product Marketing Fundamentals

Tags: Marketing Management

All the frameworks, skills, & advice you need to forge a career in product marketing. | Product Marketing Certificate

Last updated 2022-01-10 | 4.4

- Product Marketing Fundamentals
- Product Marketing Framework
- Product Marketing role broken down

What you'll learn

Product Marketing Fundamentals

Product Marketing Framework

Product Marketing role broken down

The product lifecycle

How to work with product management

Is product marketing right for you

Product marketing career ladder

The differences between product management & product marketing

* Requirements

* No prerequisites; just a desire to immerse yourself in the world of product marketing.

Description

The product marketing role is notoriously tricky to pin down and define. The type of product you market, stage of growth your company's at, industry you're in, and so much more, can impact how you execute your role.

This fundamentals class brings clarity to the product marketing position to ensure you're fully up-to-speed with what's an exciting and multi-faceted role, that sits at the intersection of organizations large and small.

By the end, you'll walk away with a clear roadmap of the stages you need to nail to successfully get products to market - and keep them there, and a shorthand explanation of how to get the rest of your company to rally around your function.

Once you're enrolled, you'll gain access to 3 hours of:

Instructor-led presentations on everything from product marketing frameworks to the product manager and product marketing relationship
In-depth guest footage from product marketing experts from organizations like Lyft & TikTok
Industry-standard frameworks to guide your day-to-day and career progression
Discounts for continued professional PMM development & product marketing certification opportunities.

Who is this course for?

This course is for anyone who has an interest in or passion for product marketing. If you're looking to transition into the industry or are new to the role, it'll provide you with a solid understanding of not only what's expected of you, but what you can expect from product marketing.

Somewhat of a product marketing veteran? Not a problem. The product marketing landscape's constantly evolving and this fundamentals session is centered on only up-to-date info.

Struggling to get the rest of your org to understand what it is you do? Send them on this course. They'll walk away with an incredibly accurate overview of what it is you do, the impact you deliver, and how you can leverage each other's skillsets moving forwards.

Why pick Product Marketing Alliance?

We're home to the world's largest community of product marketers. By a long stretch.

Everything we do's centered on the very latest trends, practices and demands we see in our community, so you know you're only working off cutting-edge info.

Plus, with PMMs at orgs like Google, Microsoft, LinkedIn, Lyft and Adobe in our network, you know you're working off the very best, tried and tested formulas.

Who this course is for:

product marketing
marketing
product management
content marketing
sales enablement
social media

Course content

5 sections • 15 lectures

Product Marketing Fundamentals [1 min] 1 lectures

Welcome [1 min] Preview 00:51

A 60-second look at what you can expect to learn and walk away with by the end of this micro-course.

What is product marketing? [40 mins] 4 lectures

What is product marketing? Preview 06:40

Product marketers is known for its variety. PMMs wear many different hats and the role can vary dramatically from one org to another. But how do we define it? Or can we define it? We explore all.

101 definitions of product marketing Preview 27:05

Define time. We look through the lens of 100s product marketers and define the product marketing role at various stages of the career ladder.

The PMM role broken down Preview 05:00

A product marketer’s responsibilities never fade and they’re at the heart of products and customers before, during and after launch. Based on 1,000s of responses, in this article, we dissect the core components of the PMM role.

What is product marketing slide deck Preview 00:07

A handy deck for you to take and tailor to your set-up to ensure your entire organization is rallied around a shared understanding of the role and value of product marketing.

The product marketing framework [14 mins] 3 lectures

The product marketing framework Preview 06:56

Getting products to market - and keeping them there - is a never-ending job. Our product marketing playbook encompasses all the stages you need to consider.

Product Marketing Framework Video Preview 01:10

The product lifecycle Preview 05:28

The stage your product's at will impact the nature of your role. In this video, we take a look at how the role of a product marketer shifts at the development, introduction, growth, maturity, and decline phases.

Product marketing Vs Product Management (PMM vs PM) [39 mins] 3 lectures

The differences between product management & product marketing Preview 03:15

While there is a lot of crossover, the role of a product manager and product marketer is vastly different. In this section, we explore where the line starts and ends, and where the two roles intersect and work together best.

How to work with product Preview 09:38

Your relationship with product management is paramount to your success as a product marketer and can make or break a product. In this video, we share some top tips to ensure a healthy and prosperous relationship.

Product marketing and product management dynamic duo Preview 25:44

In this presentation, Allie Bollman, Senior Customer Marketing Manager & Jordyn Zucker, Product Manager at Doctor.com dive into the differences between Product Marketing and Product Management at Doctor.com, with practical examples of how the roles collaborate to bring value to their customers.

Starting a successful career in product marketing [31 mins] 4 lectures

Is product marketing right for you? Preview 29:51

Whether you're new to the role or looking to transition into the function, this presentation will give you a deeper insight into what the daily tasks of product marketer are, what common challenges product marketers are faced with, and what makes product marketing so exciting.

Product marketing career table Preview 00:12

From Associate Product Marketing Managers all the way up to VPs of Product Marketing, this handy download outlines how product marketing responsibilities evolve as you move up the career ladder.