Product Marketing 101 From Zero to Launch

What you'll learn

Define the role of product marketing and explain how PMM differs from product management and growth marketing.
Identify and document an ideal customer profile (ICP), personas, and high-value use cases for any product.
Create a positioning statement and value proposition that clearly differentiates a product in the market.
Build a complete messaging system, including a one-liner, message hierarchy, key claims, proof points, and a messaging matrix.
Translate features into benefits and outcomes, and write objection-handling messages that increase conversions.
Develop an execution-ready go-to-market (GTM) plan with goals, channel strategy, timeline, owners, budget, and risk mitigation.
Plan and execute a product launch with a launch narrative, asset checklist, internal alignment, and post-launch momentum strategy.
Create sales enablement assets such as pitch story flows, one-pagers, battlecards, and competitive talk tracks.
Design onboarding and adoption programs that improve activation (aha moment), retention, and expansion.
Understand pricing and packaging fundamentals, select a value metric, and structure tiers that support upgrades.
Measure PMM performance using North Star metrics, funnel KPIs, activation/retention metrics, and sales impact metrics.
Lead cross-functionally using briefs, decision logs, and feedback triage frameworks to align product, sales, and marketing teams.

Requirements

No Prerequisites Required

Description

This Course contains the use of artificial intelligence.
You will learn Product Marketing from beginner to job ready by building practical skills in ICP, positioning, messaging, and go to market strategy, using clear frameworks you can apply to any product.
You will start by learning market and customer understanding, defining the right target audience, and identifying high value use cases. Then you will craft strong differentiation with a clear value proposition and a positioning story that is easy to communicate. From there, you will build messaging that converts by translating features into outcomes, creating key claims and proof points, and handling common objections with confidence.
Next, you will create an execution ready GTM plan with goals, channels, timelines, and launch readiness. You will learn to run product launches with the right narrative and assets, and support sales enablement with practical materials that improve deal conversations. After launch, you will master adoption fundamentals including activation, the aha moment, onboarding, feature adoption, and retention, so the product keeps momentum beyond day one.
Finally, you will learn PMM metrics and reporting, plus cross functional stakeholder management so you can work smoothly with product, marketing, sales, and customer success teams using structured briefs and alignment practices. By the end, you will have a reusable toolkit you can use in real projects, interviews, and on the job.

Who this course is for

Anyone Who Wants to Learn about Product Marketing

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