Martina Lauchengco - Loved

1 Cover

2 Title Page MARTINA LAUCHENGCO Silicon Valley Product Group

3 Copyright

4 Dedication

5 Foreword

6 Introduction: My StoryGetting 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

7 Part One: The Foundation: Understanding Product Marketing's Fundamentals Chapter 1: When David Beats Goliath 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 Market Sensing Third-Party Insights The Competition Ambassador of Insights Chapter 4: Strategist Key Terms The Role of Marketing Strategies in Product Go-to-Market How Company Maturity Evolves Product Go-to-Market Chapter 5: Storyteller 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 Enabling Others Evangelism vs. Promotion Tailor Evangelism Tools to Your Product's GTM Evangelism Is a Team Sport

8 Part Two: How to Do the Role: Who Should Do Product Marketing and How to Do It Well Chapter 7: Strong Product Marketing Key Skills of Strong Product Marketers Key Responsibilities Product Marketing Anti-Patterns Chapter 8: How to Partner with Product Management Beyond the Core Product Team Set It Up for Success Anti-Patterns, What Better Looks Like Chapter 9: How to Partner with Marketing Using the Right Marketing Mix Set It Up for Success Anti-Patterns, What Better Looks Like Chapter 10: How to Partner with Sales Balancing Urgent and Important Set It Up for Success Anti-Patterns, What Better Looks Like Chapter 11: Discovering and Rediscovering Market Fit The Market Side of Product/Market Fit Probe Early, Probe Often Additional Techniques to Understand Market Fit for Existing Products 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 Metrics for Product Marketing Practice Patience and Persistence

9 Part Three: Strategist: Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy Chapter 14: When Strategy Guides Product Go-to-Market 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 Notes Chapter 16: The Brand Lever 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 Note Chapter 17: The Pricing Lever 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 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 Chapter 19: The One-Sheet Product Go-to-Market Canvas Product Go-to-Market Canvas: Think Puzzle PGTM Canvas in Action Chapter 20: Understanding in Action Early Stage Scaling Stage Mature Stage

10 Part Four: Storyteller: Clarity and Authenticity: The Process and Tools to Rethink Messaging Chapter 21: Discover Your Position Positioning Takes Time Good Messaging Is Harder Than It Looks Chapter 22: How to Listen and Connect Listen and Learn Choose Credibility and Clarity CAST: A Simple Guide Chapter 23: Understanding in Action Netflix's DVD Days As the Game Changed Brand Leads the Message Zendesk Anticipates What Customers Want to Know Customer Outcomes Lead Note Chapter 24: The Balancing Act 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

11 Part Five: Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company Chapter 26: Leading and Transforming Product Marketing Where Should Product Marketing Report? Defining the Scope of the Role 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 Chapter 29: Product Marketing by Stage Early Stage: Ignition Growth Stage: Rapid Rise Mature Companies: Peak Burn Adjust Scope to Stage Chapter 30: Mature Company Inflection Points “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

12 Conclusion: What You Can Do Right Now

13 Appendix: Marketing Terms Explained

14 Acknowledgments

15 About the Author

16 Index

17 End User License Agreement

1 Chapter 6Table 6.1 Comparing typical product first methods with those that make it ea...

2 Chapter 17Table 17.1 A guide to when and why for different packaging strategies

3 Chapter 19Table 19.1 PGTM canvas work helps you stay customer-first, but know the diff...

4 Chapter 22Table 22.1 A tale of two messaging styles.

5 Chapter 24Table 24.1 Category kings exist in both scenarios.

1 Chapter 2 Figure 2.1 Whiteboard recreation.

2 Chapter 12Figure 12.1 Release Scale example.

3 Chapter 15Figure 15.1 The classic technology adoption curve.Figure 15.2 Growth stalled because existing customers weren't the best ones ...Figure 15.3 Well-planned marketing strategies and tactics combined with stro...

4 Chapter 19Figure 19.1 The Product Go-to-Market Canvas template with a productivity app...Figure 19.2 The resulting PGTM working session with go-to-market teams.

5 Chapter 23Figure 23.1 Netflix's website in 2009.Figure 23.2 Netflix's website circa 2014.Figure 23.3 Netflix's website around 2016.Figure 23.4 Zendesk's website, circa 2010–2011.Figure 23.5 Zendesk's early 2014 pre-IPO web page.Figure 23.6 Zendesk's website in the initial post-IPO era.

6 Chapter 25Figure 25.1 The blank One-Sheet Messaging Canvas that starts the process.Figure 25.2 Early draft One-Sheet Messaging Canvas from IndexTank.

1 Cover

2 Title Page MARTINA LAUCHENGCO Silicon Valley Product Group

3 Copyright

4 Dedication

5 Foreword

6 Table of Contents

7 Introduction: My Story

8 Begin Reading

9 Conclusion: What You Can Do Right Now

10 Appendix: Marketing Terms Explained

11 Acknowledgments

12 About the Author

13 Index

14 End User License Agreement

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