Оглавление
Martina Lauchengco. Loved
Table of Contents
List of Tables
List of Illustrations
Guide
Pages
Praise for LOVED
The Silicon Valley Product Group Series
LOVED. HOW TO RETHINK MARKETING FOR TECH PRODUCTS
Foreword
Introduction: My Story. Getting Flamed by Bill Gates
Start with the End in Mind
The Barefoot Guy on the Cover of Time
Markets Shape Success
How to Use This Book
Note
Chapter 1 When David Beats Goliath: Why Product Marketing Matters
What Is Product Marketing?
Why Product Marketing Matters Now
Where Product Marketing Fits
Chapter 2 The Fundamentals of Product Marketing
Fundamental 1. Ambassador: Connect Customer and Market Insights
Fundamental 2. Strategist: Direct Your Product's Go-to-Market
Fundamental 3. Storyteller: Shape How the World Thinks About Your Product
Fundamental 4. Evangelist: Enable Others to Tell the Story
Note
Chapter 3 Ambassador: Connect Customer and Market Insights
Market Sensing
Third-Party Insights
The Competition
Ambassador of Insights
Chapter 4 Strategist: Direct Your Product's Go-to-Market
Key Terms
The Role of Marketing Strategies in Product Go-to-Market
How Company Maturity Evolves Product Go-to-Market
Chapter 5 Storyteller: Shape How the World Thinks About Your Product
Use Formulas as Input, Not Output
A Better Process
The Tendency to Be Overly Precise
Search Engine Optimization
Positioning = Your Actions + Others'
The Long Game
Chapter 6 Evangelist: Enable Others to Tell the Story
Enabling Others
Evangelism vs. Promotion
Tailor Evangelism Tools to Your Product's GTM
Evangelism Is a Team Sport
Chapter 7 Strong Product Marketing: Skills of the Good
Key Skills of Strong Product Marketers
Key Responsibilities
Product Marketing Foundational Responsibilities
Growth Marketing
Direct to Customer Businesses
Focus Areas for D2C PMM
Business to Business
Focus Areas for B2B PMM
Product Marketing Anti-Patterns
Chapter 8 How to Partner with Product Management
Beyond the Core Product Team
Indicators the Partnership Is Working Well
Set It Up for Success
Anti-Patterns, What Better Looks Like
PMM/PM Best Practice Touchpoints
Chapter 9 How to Partner with Marketing
Using the Right Marketing Mix
Indicators the Partnership Is Working Well
Set It Up for Success
Anti-Patterns, What Better Looks Like
PMM/Marketing Best Practice Touchpoints
Chapter 10 How to Partner with Sales
Balancing Urgent and Important
Indicators the Partnership Is Working Well
Set It Up for Success
Anti-Patterns, What Better Looks Like
PMM/Sales Best Practice Touchpoints
Chapter 11 Discovering and Rediscovering Market Fit
The Market Side of Product/Market Fit
Probe Early, Probe Often
Creative Market Test Ideas
Additional Techniques to Understand Market Fit for Existing Products
Timeboxing
Active Listening
Chapter 12 Product Marketing in the Age of Agile
Create a Release Scale
Agile Marketing
Chapter 13 The Metrics That Matter
Product Marketing Objectives
OKRs and KPIs: What's the difference and how do you use them?
Metrics for Product Marketing
Practice Patience and Persistence
Chapter 14 When Strategy Guides Product Go-to-Market: Salesforce
Chapter 15 What the iPhone Shows Us About Adoption Life Cycles
Let's Talk Technology Adoption Life Cycle
Applying Life-Cycle Dynamics to Product Go-to-Market Actions
Be Thoughtful and Patient
Hello iPhone: The Technology Adoption Curve in Action
Innovators
Early adopters
Early majority
Late majority and laggards
What can you learn?
Notes
Chapter 16 The Brand Lever: It's Not What You Think
Brand in Tech
Product Scope Expands; Market Perception of Current Product Is Narrow
Brand Strategy Informs Product Go-to-Market Strategy
Leverage Existing Product-Brand Loyalty to Acquire New Audiences
Improve Ability to Penetrate a Market with a New Brand
Product Naming Is Brand Strategy
Sometimes There Is a Bigger Battlefront
Note
Chapter 17 The Pricing Lever: It's About Perceived Value
Pricing Basics
Make Pricing Easy for Customers and Good for Business
What Drives Your Business?
Use Packaging for Customer Segments or Use Cases
Trends Shift Expectations of Value
Profile in Product Marketing: Jenn Wei
Chapter 18 Marketing When It's Not About Product
Campaigns Beyond Product
Invest in the Emotionality of Your Brand
Improve Collaboration Between Marketing and Sales
Examine the Customer Journey
Enable Evangelism from Customers
Activate Your Community
How Modern Hire Acted Swiftly to Create a Customer-Centric Coordinated Campaign
Chapter 19 The One-Sheet Product Go-to-Market Canvas
Product Go-to-Market Canvas: Think Puzzle
Make It Customer First!
PGTM Canvas in Action
Chapter 20 Understanding in Action: Real Marketing Plans
Early Stage
Measurable Goal That Ties to the Business
Key Results That Pair Quantity with Quality
Objectives, Strategies, and Tactics
Scaling Stage
Tie Goals to the Business
Strategies versus Tactics
Mature Stage
Pro Tips in Crafting Good Marketing Plans
Chapter 21 Discover Your Position
Positioning Takes Time
Good Messaging Is Harder Than It Looks
Accuracy for the Engineering Trained
Chapter 22 How to Listen and Connect: Expensify and Concur
Listen and Learn
Choose Credibility and Clarity
X-Ray: Concur
X-Ray: Expensify
CAST: A Simple Guide
Chapter 23 Understanding in Action: Netflix and Zendesk
Netflix's DVD Days
As the Game Changed
Brand Leads the Message
Zendesk Anticipates What Customers Want to Know
Customer Outcomes Lead
Profile in Product Marketing: Julie Choi. Product Marketing for Developers
Note
Chapter 24 The Balancing Act: Right Message, Right Time
Right Category: Create New or Redefine Existing?
Leveraging Product Managers
Leveraging Sales
Leveraging Search Trends and Techniques
It's a Balancing Act
Notes
Chapter 25 The One-Sheet Messaging Canvas
How It Works
The Messaging Canvas in Action
Answers to Most Frequently Asked Questions
Chapter 26 Leading and Transforming Product Marketing
Where Should Product Marketing Report?
Factor 1: What Business Problems Are You Trying to Solve?
Factor 2: Which Leader Has the Capacity to Help the Function Reach Its Potential?
Defining the Scope of the Role
Product Marketing and Product Management
Product Marketing and Go-to-Market Teams
Product Marketing and Executive Leadership
The Importance of Inclusive Team Norms
Note
Chapter 27 How to Hire Strong Product Marketing Talent
Assessing the Skill Set
How to Assess Raw Ability versus Experience
Let Every Candidate Shine
Chapter 28 How to Guide a Product Marketing Career
Early Career: One to Five-ish Years
Mid-Level: Five to Twelve-ish Years
Senior: 10+ years
I'm a Great Director of Marketing. Why Am I Not a VP?
Chapter 29 Product Marketing by Stage: Early, Growth, Mature
Early Stage: Ignition
Growth Stage: Rapid Rise
Mature Companies: Peak Burn
Adjust Scope to Stage
Chapter 30 Mature Company Inflection Points: When to Lean into Product Marketing
“Traditional” Company Becomes a Tech-First Company
A Single-Product Company Becomes a Multi-Product Company
Moving from Product to Solution, Service, or Customer-Centric
International Expansion
Conclusion What You Can Do Right Now
Four Fundamentals of Product Marketing
Appendix: Marketing Terms Explained
Acknowledgments
About the Author
Index
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