· beginner
Product Marketing Foundations
Deciding what to say about a product and to whom: positioning that narrows rather than flatters, launches that are more than an announcement, and pricing that follows value instead of cost.
Written in house, from the work rather than from a syllabus. Every example is one we would use ourselves, and every quiz question explains why its answer is right.
What you’ll learn
- Write positioning that names a real alternative and a real segment
- Build an ideal customer profile from evidence rather than aspiration
- Message to a buying group without producing three different products
- Tier launches so the important ones still land
- Choose a pricing metric, which matters more than the number
- Run win loss interviews and act on what they say
Before you start
- · No marketing experience required
- · Helpful to have seen a product being sold or bought