Introduction to Product Marketing – Justin Topliff

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Introduction to product marketing
Learn the fundamentals of product marketing. Make smarter decisions and deliver results.

By Justin Topliff,

Senior Product Marketing Manager @ Highspot

Course length: 1h 23min

Become your company’s most valuable asset
Product marketing is a unique and exciting role. Touching almost every business unit across marketing, sales, product and customer success. But navigating these layers of discipline is tough without the right foundational skills and experience.

Whether you’re a new or seasoned product marketer, this course gives you the practical knowledge you need to be the best at your job. 

Start, scale or optimize product marketing at your company. Lead go-to-market programs with confidence. And build alignment across the business.

Gain the knowledge and tools to stay ahead of change
Product marketing isn’t a new function. But it’s still one of the most misunderstood. As a product marketer, your focus evolves drastically depending on company size, growth stage, industry and product type. How do you keep up?

This course will give you the clarity you need to tackle your biggest product marketing challenges. Avoid focusing on the wrong goals. And demonstrate clear ROI at any stage of your career.

After taking this course you’ll…

• Be able to clearly explain what product marketing is, what it isn’t, and how it contributes to the overall go-to-market success of every B2B organization.
• Develop the right product marketing success metrics and KPIs (hint: these will change over time as your company matures and team grows).
• Understand the various functions that product marketing serves, and how, so you can build your voice and value. 
• Know how to measure product marketing effectiveness and demonstrate value to your boss and stakeholders

This course is essential for you if…

• You work in (or want to work in) a B2B organization with a new or existing product marketing function.
• You want to level up into a more senior product marketing role or leadership position that requires a global mindset.
• You want to save time, money, and frustration by learning from the mistakes of seasoned product marketers instead of making them all yourself.

This course is NOT for you if…

• You’re in a more traditional marketing function and have no desire to develop skills and expertise outside of your core marketing focus.
• You don’t work well with others. Product marketers work across disciplines — collaboration and clear communication are a must.
• You’re uncomfortable with uncertainty and change. Stakeholder management, are table stakes for product marketing.
• You’re already a product marketing executive who could write the book on product marketing.

Skills you will master
Product marketing Product marketing metrics Product marketing tools

Your course curriculum
Introduction to product marketing

1What is product marketing?
Why product marketing is so misunderstood and the reasons why it looks different from company to company. Topics covered: Learn which definition of product marketing is best, and why there are so manyUnderstand the different places product marketing ca …

2Who product marketing serves, and how
How and whom product marketing works with, principles to live by, and why building great relationships is so important Topics covered: Learn who product marketing’s key internal customers are, and why we partner with themGet a preview of how product ma …

3Goals and responsibilities of product marketing
When you have a hammer in your hand, there’s no shortage of nails. Learn which nails really matter so you can focus on the right ones, instead of failing by trying to do everything. Topics covered: Learn why product marketing teams exist at companies a …

4Key product marketing activities and ownership
With product marketing’s breadth and depth across the organization, there’s no shortage of things to do and partners to collaborate with. Above all, it’s important to have clear delineation of ownership. Topics covered: Why delineation of ownership is …

5Product marketing metrics and measurement of success
With collaboration and partnerships extending across the company, what metrics should product marketing be measured on? Which one matters the most, and why? Topics covered: Learn the one metric that matters for product marketing, above all othersUnders …

About the expert

Justin Topliff 
Justin is a product marketer specializing in venture backed expansion- and growth-stage tech companies. He has a decade of experience in product marketing, marketing and operations from a background spanning tech, venture capital and management consulting.

Currently, he leads the market & competitive intelligence function at Highspot, Seattle’s newest $2.3B unicorn and the leading sales enablement platform.

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