Elevate your product's journey from concept to market success with "Product Marketing Fundamentals" from Sales and Marketing ProSkills.training. It's not enough for a product to be innovative; it must also be desired and purchased by customers. This essential course demystifies product marketing, a crucial function that shapes products to provide value and effectively communicates that value to your target audience. Without the right approach, even a great product risks going unnoticed in today's crowded marketplace.

Structured into 11 insightful lessons across 23 pages with graded assessments, this course offers a comprehensive guide to developing a robust product marketing strategy.

You will gain fundamental knowledge and pro-skills to:

• Understand the Core of Product Marketing: Discover what product marketing is, why it's vital, and how an organisation carries it out. Learn its critical role from the product's development through launch and beyond. Product marketing is hyper-focused on the customer, understanding their needs, wants, and willingness to spend, to target the right audience.
• Master Key Product Marketing Functions: Explore the five critical functions product marketers perform:
  • Positioning: Determine the product's market space by understanding customer needs, identifying market gaps, and conducting competitive analysis.
  • Pricing: Assist in setting optimal prices that reflect customer value and pain points, avoiding both undervaluing and overpricing.
  • Packaging: Contribute to packaging design to convey functionality, value, and brand identity, enticing customer purchases.
  • Promoting: Engage in diverse promotional efforts, including advertising, social media marketing, sales, and events.
  • Supporting: Continue engagement after launch by reviewing the purchase process, monitoring sales, gathering customer feedback, and identifying new opportunities.
• Navigate the Product Life Cycle: Understand the four predictable phases every product passes through—introduction, growth, maturity, and decline. Learn to recognise each phase, the signs of transition, and how to market effectively to maximise profitability and minimise risks at each stage.
• Achieve Product-Market Fit: Discover how to establish product-market fit (PMF), the sweet spot where a healthy market enthusiastically embraces your product. This involves identifying your target market and their underserved needs, establishing a clear value proposition, and planning a Minimum Viable Product (MVP). You’ll learn to create and test your MVP to gather crucial feedback.
• Measure Product-Market Fit Accurately: Go beyond "feeling" to measure PMF using key metrics. Master the Net Promoter Score (NPS) calculation, classifying customers as detractors, passives, or promoters to gauge loyalty and enthusiasm. Explore other valuable metrics like cohort retention curves and the customer lifetime value (CLV) to customer acquisition cost (CAC) ratio.
• Implement Effective Product Marketing Strategies: Learn six must-know tips for effective product marketing:
  • Conduct a SWOT analysis to understand product strengths, weaknesses, opportunities, and threats.
  • Create detailed customer personas based on real data to identify your target audience.
  • Analyse the competition to identify market gaps, highlight competitor weaknesses, and differentiate your offering.marketing links a company's products and its customers, guiding a product through its entire life cycle. You will be equipped to strategically carry out responsibilities, satisfy customers, and give every product its best chance at success, driving both customer satisfaction and company revenue. Start building your foundational expertise in product marketing strategies today!