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Loved How to Rethink Marketing for Tech Products

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2022-04-12
  • Publisher: Wiley

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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:

  • 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.

Author Biography

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

Table of Contents

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


About the Author


Supplemental Materials

What is included with this book?

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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