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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:
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.
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
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
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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