Product Marketing and Go-to-Market Strategy

Overview

Based on the best-selling book, Loved, by Martina Lauchengco. Product marketing sits at the intersection of strategy, storytelling, and execution, especially in fast-moving tech markets. This course explores how to position, launch, and grow tech products by aligning value, messaging, and market needs. You’ll learn how to craft compelling narratives, design effective go-to-market strategies, and collaborate across product, sales, and marketing teams. The course focuses on building practical skills that translate directly into stronger launches and sustained market impact. What sets this course apart is its balance of proven frameworks and real-world application. Concepts are grounded in practical examples drawn from both startups and established tech organizations. This course is ideal for product marketers, aspiring marketers, and product leaders with basic marketing knowledge who want to strengthen their strategic influence in tech-driven environments. From Loved Copyright © 2022 by John Wiley & Sons, Inc. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Used by arrangement with John Wiley & Sons, Inc.

Syllabus

The Foundation: Understanding Product Marketing's Fundamentals

In this section, we examine how adopting a product marketing mindset-focusing on differentiation, user onboarding, effective messaging, and community engagement-drives adoption and growth beyond technical features alone.

How to Do the Role: Who Should Do Product Marketing and How to Do It Well

In this section, we examine how effective product marketing clarifies value propositions, aligns product, sales, and marketing teams, and enhances sales outcomes through informed messaging, market fit validation, and strategic collaboration.

Strategist - Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy

In this section, we examine how strategic launch timing, customer validation, and coordinated brand and pricing strategies influence product adoption and sales, using practical frameworks and real-world examples for effective go-to-market execution.

Storyteller - Clarity and Authenticity: The Process and Tools to Rethink Messaging

In this section, we examine the distinct roles of positioning and messaging, apply iterative customer feedback, and use storytelling to craft credible, customer-centric communication strategies for product marketing.

Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company

In this section, we examine how to lead and transform product marketing by aligning strategy, talent, and market insights, enabling measurable business growth and effective collaboration with product and go-to-market teams.