Loved

Loved

by Martina Lauchengco
Released April 2022
Publisher(s): Wiley
ISBN: 9781119703648

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Book description

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.

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Foreword
  6. Introduction: My Story
    1. Getting Flamed by Bill Gates
    2. Start with the End in Mind
    3. The Barefoot Guy on the Cover of Time
    4. Markets Shape Success
    5. How to Use This Book
    6. Note
  7. Part One: The Foundation: Understanding Product Marketing's Fundamentals
    1. Chapter 1: When David Beats Goliath
      1. What Is Product Marketing?
      2. Why Product Marketing Matters Now
      3. Where Product Marketing Fits
    2. Chapter 2: The Fundamentals of Product Marketing
      1. Fundamental 1. Ambassador: Connect Customer and Market Insights
      2. Fundamental 2. Strategist: Direct Your Product's Go-to-Market
      3. Fundamental 3. Storyteller: Shape How the World Thinks About Your Product
      4. Fundamental 4. Evangelist: Enable Others to Tell the Story
      5. Note
    3. Chapter 3: Ambassador
      1. Market Sensing
      2. Third-Party Insights
      3. The Competition
      4. Ambassador of Insights
    4. Chapter 4: Strategist
      1. Key Terms
      2. The Role of Marketing Strategies in Product Go-to-Market
      3. How Company Maturity Evolves Product Go-to-Market
    5. Chapter 5: Storyteller
      1. Use Formulas as Input, Not Output
      2. A Better Process
      3. The Tendency to Be Overly Precise
      4. Search Engine Optimization
      5. Positioning = Your Actions + Others'
      6. The Long Game
    6. Chapter 6: Evangelist
      1. Enabling Others
      2. Evangelism vs. Promotion
      3. Tailor Evangelism Tools to Your Product's GTM
      4. Evangelism Is a Team Sport
  8. Part Two: How to Do the Role: Who Should Do Product Marketing and How to Do It Well
    1. Chapter 7: Strong Product Marketing
      1. Key Skills of Strong Product Marketers
      2. Key Responsibilities
      3. Product Marketing Anti-Patterns
    2. Chapter 8: How to Partner with Product Management
      1. Beyond the Core Product Team
      2. Set It Up for Success
      3. Anti-Patterns, What Better Looks Like
    3. Chapter 9: How to Partner with Marketing
      1. Using the Right Marketing Mix
      2. Set It Up for Success
      3. Anti-Patterns, What Better Looks Like
    4. Chapter 10: How to Partner with Sales
      1. Balancing Urgent and Important
      2. Set It Up for Success
      3. Anti-Patterns, What Better Looks Like
    5. Chapter 11: Discovering and Rediscovering Market Fit
      1. The Market Side of Product/Market Fit
      2. Probe Early, Probe Often
      3. Additional Techniques to Understand Market Fit for Existing Products
      4. Active Listening
    6. Chapter 12: Product Marketing in the Age of Agile
      1. Create a Release Scale
      2. Agile Marketing
    7. Chapter 13: The Metrics That Matter
      1. Product Marketing Objectives
      2. Metrics for Product Marketing
      3. Practice Patience and Persistence
  9. Part Three: Strategist: Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy
    1. Chapter 14: When Strategy Guides Product Go-to-Market
    2. Chapter 15: What the iPhone Shows Us About Adoption Life Cycles
      1. Let's Talk Technology Adoption Life Cycle
      2. Applying Life-Cycle Dynamics to Product Go-to-Market Actions
      3. Be Thoughtful and Patient
      4. Notes
    3. Chapter 16: The Brand Lever
      1. Brand in Tech
      2. Product Scope Expands; Market Perception of Current Product Is Narrow
      3. Brand Strategy Informs Product Go-to-Market Strategy
      4. Leverage Existing Product-Brand Loyalty to Acquire New Audiences
      5. Improve Ability to Penetrate a Market with a New Brand
      6. Product Naming Is Brand Strategy
      7. Note
    4. Chapter 17: The Pricing Lever
      1. Pricing Basics
      2. Make Pricing Easy for Customers and Good for Business
      3. What Drives Your Business?
      4. Use Packaging for Customer Segments or Use Cases
      5. Trends Shift Expectations of Value
    5. Chapter 18: Marketing When It's Not About Product
      1. Campaigns Beyond Product
      2. Invest in the Emotionality of Your Brand
      3. Improve Collaboration Between Marketing and Sales
      4. Examine the Customer Journey
      5. Enable Evangelism from Customers
      6. Activate Your Community
    6. Chapter 19: The One-Sheet Product Go-to-Market Canvas
      1. Product Go-to-Market Canvas: Think Puzzle
      2. PGTM Canvas in Action
    7. Chapter 20: Understanding in Action
      1. Early Stage
      2. Scaling Stage
      3. Mature Stage
  10. Part Four: Storyteller: Clarity and Authenticity: The Process and Tools to Rethink Messaging
    1. Chapter 21: Discover Your Position
      1. Positioning Takes Time
      2. Good Messaging Is Harder Than It Looks
    2. Chapter 22: How to Listen and Connect
      1. Listen and Learn
      2. Choose Credibility and Clarity
      3. CAST: A Simple Guide
    3. Chapter 23: Understanding in Action
      1. Netflix's DVD Days
      2. As the Game Changed
      3. Brand Leads the Message
      4. Zendesk Anticipates What Customers Want to Know
      5. Customer Outcomes Lead
      6. Note
    4. Chapter 24: The Balancing Act
      1. Right Category: Create New or Redefine Existing?
      2. Leveraging Product Managers
      3. Leveraging Sales
      4. Leveraging Search Trends and Techniques
      5. It's a Balancing Act
      6. Notes
    5. Chapter 25: The One-Sheet Messaging Canvas
      1. How It Works
      2. The Messaging Canvas in Action
  11. Part Five: Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company
    1. Chapter 26: Leading and Transforming Product Marketing
      1. Where Should Product Marketing Report?
      2. Defining the Scope of the Role
      3. The Importance of Inclusive Team Norms
      4. Note
    2. Chapter 27: How to Hire Strong Product Marketing Talent
      1. Assessing the Skill Set
      2. How to Assess Raw Ability versus Experience
      3. Let Every Candidate Shine
    3. Chapter 28: How to Guide a Product Marketing Career
      1. Early Career: One to Five-ish Years
      2. Mid-Level: Five to Twelve-ish Years
      3. Senior: 10+ years
    4. Chapter 29: Product Marketing by Stage
      1. Early Stage: Ignition
      2. Growth Stage: Rapid Rise
      3. Mature Companies: Peak Burn
      4. Adjust Scope to Stage
    5. Chapter 30: Mature Company Inflection Points
      1. “Traditional” Company Becomes a Tech-First Company
      2. A Single-Product Company Becomes a Multi-Product Company
      3. Moving from Product to Solution, Service, or Customer-Centric
      4. 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

Product information

  • Title: Loved
  • Author(s): Martina Lauchengco
  • Release date: April 2022
  • Publisher(s): Wiley
  • ISBN: 9781119703648