Description
Book Synopsis: 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:
- the centrality of product marketing to any product’s success
- the key skills and actions required to do it well
- the four fundamentals of product marketing and how to apply them
- how to hire, lead, and organize product marketing
- how product marketers optimize crucial collaboration with other functions
- one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing
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.
Details
Are you tired of seeing your tech product being overshadowed by competitors in the marketplace? It's time to rethink your marketing strategy and unleash the full potential of your product with LOVED: How to Rethink Marketing for Tech Products. This groundbreaking book, part of the bestselling SVPG series, will revolutionize your understanding of product marketing and show you how industry leaders like Apple, Netflix, Microsoft, and Salesforce achieve remarkable success.
Product marketing is the secret ingredient that sets apart the winners from the also-rans. LOVED highlights the fundamental concepts and techniques that drive top-tier product marketing. From customer segmentation and product positioning to creating compelling collateral and supporting sales teams, this book covers it all. But it doesn't stop there. LOVED goes beyond the basics to show you how product marketing can shape the perception of your product and category, while inspiring others to share your product's story.
Written by Martina Lauchengco, a former product and marketing leader at Microsoft and Netscape, LOVED draws on her wealth of experience in working with hundreds of companies. She distills decades of lessons into actionable insights and practical advice that will transform your approach to product marketing. Whether you're a marketer, founder, or product team leader, LOVED is a must-have guide for achieving exceptional results.
Through captivating stories and real-world examples, LOVED explores the essential components of best-in-class product marketing. It delves into the critical skills, strategies, and frameworks needed to excel in this field. From hiring the right talent to fostering collaboration across functions, you'll discover proven methods for optimizing your product marketing efforts.
Don't settle for mediocrity when it comes to product marketing. LOVED equips you with the tools, frameworks, and agile practices that simplify and elevate your marketing efforts. It's time to ditch outdated approaches and embrace a more dynamic, customer-centric approach that creates raving fans and enables your product to reach its full market potential.
Get started on your journey to revolutionize your product marketing today. Visit here to grab your copy of LOVED and unlock the secrets to marketing success.
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