Product Marketing Fundamentals: Lead with Customer Empathy

Position your product for success by knowing your customer, rallying stakeholders, and going to market with confidence.

Product Marketing is one of the most critical functions in businesses today – and yet the most mysterious. Many organizations have developed product marketing departments with varying goals and objectives. The benefits of product marketing range from getting crystal clarity on who the target customer is to helping internal stakeholders get aligned on the launch goals of the go-to-market strategy. Product marketing can deliver sustained business results while creating fans in customers that last a lifetime – if it is done right.

What you’ll learn

Build product marketing strategies with a customer-centric approach.
Get to know your customer by building an Ideal Customer Profile (ICP).
Craft nuanced positioning and messaging frameworks that speak to your audience.
Develop strong relationships with your product, sales, and marketing stakeholders.
Launch go-to-market motions that will make your product stand out from the rest.
Measure success using a north star metric.

Course Content

Hello & Welcome –> 3 lectures • 5min.
Diving Into the Basics –> 6 lectures • 24min.
Work Together, Win Together –> 4 lectures • 10min.
Going to Market with Empathy & Confidence –> 3 lectures • 11min.
Measuring Success –> 4 lectures • 9min.
Bringing It Together –> 1 lecture • 2min.

Requirements

Product Marketing is one of the most critical functions in businesses today – and yet the most mysterious. Many organizations have developed product marketing departments with varying goals and objectives. The benefits of product marketing range from getting crystal clarity on who the target customer is to helping internal stakeholders get aligned on the launch goals of the go-to-market strategy. Product marketing can deliver sustained business results while creating fans in customers that last a lifetime – if it is done right.

At the center of top-quality product marketing lies the focus on customer empathy. With customer empathy, businesses can deeply resonate with their customers and operate from a perspective that can be leveraged as their competitive advantage. Customer empathy is key to becoming an impactful product marketer. Understanding how to develop a growth mindset by constantly learning about and understanding the customer perspective is critical to the success of a product marketing team.

This course gives you the fundamentals with which you can start and/or augment your product marketing motions today.