Product Marketing Framework | Product Marketing Alliance

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modular-navigation-item" href="/state-of-product-marketing-report/ "> <h6>State of Product Marketing</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/state-of-product-marketing-leadership-report/"> <h6>State of Product Marketing Leadership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-state-of-go-to-market-report-2022/"> <h6>State of Go-to-Market</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-tech-stack/"> <h6>Product Marketing Tools of Choice</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-influencers-2023/"> <h6>Top 100 Product Marketing Influencers</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-resources/"> <h6>View all reports</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Guides</h5> <p>Brush up on the essentials</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/what-is-product-marketing/"> <h6>What is product marketing?</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-framework/"> <h6>Product marketing framework</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-competitive-intelligence/"> <h6>Competitive intelligence</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-pricing/"> <h6>Pricing</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/okrs/"> <h6>OKRs</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-positioning/"> <h6>Positioning</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-go-to-market-strategies/"> <h6>Go-to-Market</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/tag/guides/"> <h6>View all guides</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Best of the rest</h5> <p>Highlights from the site</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://pmmgpt.com"> <h6>PMM-GPT</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-iq/"> <h6>PMM IQ test</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-leadership-resources/"> <h6>Product Marketing Leadership Portal</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-newsletter/"> <h6>Newsletter</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-definitive-product-marketing-reading-list/"> <h6>Product marketing books</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://tools.productmarketingalliance.com/"> <h6>Product marketing tech stack</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/salarycalculator/"> <h6>Salary calculator</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/create-and-contribute/"> <h6>Create and contribute</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Certification</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Core</h5> <p>The A to Z of product marketing essentials</p> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC - Level 1</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/product-marketing-certified-core" target="_blank"> <h6>Product Marketing Certified: Core</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/live-online/product-marketing-certified-core" target="_blank"> <h6>Live & online</h6> <p>Part-time or full-time</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/in-person/product-marketing-certified-core-live-and-in-person" target="_blank"> <h6>Live & in-person</h6> <p>Pick your city</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/b2c-product-marketing-certified-core target="_blank""> <h6>B2C Product Marketing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/customer-marketing-certified" target="_blank"> <h6>Customer Marketing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/product-marketing-certified-core" target="_blank"> <h6>Product-Led Growth Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#core-certifications" target="_blank"> <h6>View all Core</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Certified: Advanced</h5> <p>Establish your influence and strategic value</p><br> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC II - Level 2</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/advanced-product-marketing-certified" target="_blank"> <h6>Product Marketing Certified: Advanced</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/messaging-certified" target="_blank"> <h6>Messaging Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/narrative-design-certified" target="_blank"> <h6>Narrative Design Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/positioning-certified-masters" target="_blank"> <h6>Positioning Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/pricing-certified-masters" target="_blank"> <h6>Pricing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/go-to-market-certified-masters" target="_blank"> <h6>Go-to-Market Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#advanced-certifications" target="_blank"> <h6>All Product Marketing masters</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Certified: Leadership</h5> <p>The ultimate roadmap for product marketing leaders</p> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC III - Level 3</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/leadership-on-demand/product-marketing-certified-leadership"> <h6>Product Marketing Certified: Leadership</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/accelerator-live-online/product-marketing-leadership-accelerator"> <h6>Product Marketing Leadership Accelerator</h6> <p>Live & online</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#all-courses" target="_blank"> <h6>All product marketing courses</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Training</h5> <p>Individual & org-wide options</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/product-marketing-team-training" target="_blank"> <h6>Team training</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-scholar-program/"> <h6>Scholar Program</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-product-marketing-certified-journey/"> <h6>Certification Journey</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/why-pmms-love-pmmc/"> <h6>Why PMMs ❤️ PMMC</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Events</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Virtual events & meetups</h5> <p>Connecting our global community</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://virtual.productmarketingalliance.com/location/demos/" target="_blank"> <h6>Product Demos Summit | December 10</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-talks/" target="_blank"> <h6>PMM Talks</h6> <p>Knowledge worth knowing</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://community.productmarketingalliance.com/s/regional-chapters/" target="_blank"> <h6>PMM Meetups</h6> <p>City chapters</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-now/" target="_blank"> <h6>PMM Now</h6> <p>Exclusive live streams</p> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>In-person summits</h5> <p>Coming to a city near you</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/chicago" target="_blank"> <h6>PMM Summit | Chicago | November 13 & 14</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/toronto" target="_blank"> <h6>PMM Summit | Toronto | November 20 & 21</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/london/" target="_blank"> <h6>PMM Summit | London | December 4 & 5</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/washington/" target="_blank"> <h6>PMM Summit | Washington | January 30</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/austin/" target="_blank"> <h6>PMM Summit | Austin | February 11 & 12</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/newyork/" target="_blank"> <h6>PMM Summit | New York | March 13 & 14</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/paris/" target="_blank"> <h6>PMM Summit | Paris | March 26</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/" target="_blank"> <h6>Summit calendar 2024</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Quick links & OnDemand</h5> <p>Plan ahead or catch up</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-ondemand/"> <h6>Catch up OnDemand</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://productmarketingall.typeform.com/to/hxI9MbBm" target="_blank"> <h6>Apply to speak</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://events.productmarketingalliance.com/" target="_blank"> <h6>All events</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://certified.productmarketingalliance.com/" target="_blank"> <h6>All courses</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">About</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>The basics</h5> <p>Our journey & how to reach us</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/about/"> <h6>Mission</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/contact/"> <h6>Contact</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/calling-all-sponsors-or-partners/"> <h6>Partner with us</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/press-resources/"> <h6>Press resources</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/case-studies/"> <h6>Case studies</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/help-centre/"> <h6>Help centre</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Our people</h5> <p>AKA the building blocks of PMA</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/the-pma-team/"> <h6>PMA team</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/experts-in-residence/"> <h6>Experts in Residence</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-founding-members/"> <h6>PMA Founding Members</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/careers/"> <h6>Careers</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Get involved</h5> <p>Get your name published</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/calling-all-sponsors-or-partners/"> <h6>Get the media guide</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/community-partnerships/"> <h6>Community partnerships</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-pulse-2023/"> <h6>PMA Pulse</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/contributor-guide/"> <h6>Create & contribute</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Quick links</h5> <p>Our bread & butter</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/join-slack/"> <h6>Slack community</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-consult/"> <h6>PMA Consult</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://certified.productmarketingalliance.com/" target="_blank"> <h6>Get certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/signup/"> <h6>Membership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-framework/"> <h6>Product marketing framework</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/articles/"> <h6>Articles</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-resources/"> <h6>All reports</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"><a class="modular-navigation-main" href="https://jobs.productmarketingalliance.com/" target="_blank">Jobs</a></div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Community</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div 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Enter our Product Marketing Framework.</p><p>It covers all the areas needed to navigate the product marketing journey from start to...well, there is no finish really, is there?</p><p>For each of the five fundamental stages: <strong>discover,</strong> <strong>strategize</strong>, <strong>define</strong>, <strong>get set</strong>, and <strong>grow</strong>, we’ve unpacked each of the cogs to arm you all the info needed to boost your understanding of pivotal topics, as you and your team strive to create something truly memorable.</p><div class="kg-card kg-button-card kg-align-center"><a href="https://www.dropbox.com/t/otiJKxU4u377b4ku?ref=productmarketingalliance.com" class="kg-btn kg-btn-accent">Download the framework</a></div><p></p><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/09/Discover.png" class="kg-image" alt="" loading="lazy" width="2000" height="97" srcset="https://www.productmarketingalliance.com/content/images/size/w600/2020/09/Discover.png 600w, https://www.productmarketingalliance.com/content/images/size/w1000/2020/09/Discover.png 1000w, https://www.productmarketingalliance.com/content/images/size/w1600/2020/09/Discover.png 1600w, https://www.productmarketingalliance.com/content/images/2020/09/Discover.png 2000w" sizes="(min-width: 720px) 720px"></figure><p><br>The discovery stage propels your product marketing efforts; you should never presume you’re right, without completing the necessary measures. Seeking customer feedback, researching your competition, amongst other key steps, will equip you and your team with the information you need to begin formulating a strategy that’s relevant to your product and market.<br></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/the-what-why-and-how-of-customer-market-feedback/#sts=Like%20what%20you%20see?%20Then%20check%20out%20tonnes%20more."><div class="kg-bookmark-content"><div class="kg-bookmark-title">The what, why and how of customer + market feedback</div><div class="kg-bookmark-description">Customer and market feedback is an essential part of product marketing. Understand what it is, its importance, plus how to collect data and plan future strategies.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-conduct-win-loss-interview-programs/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to conduct win-loss interview programs</div><div class="kg-bookmark-description">You’ll always win some and lose some. But every lead you have is an opportunity to learn, whether they convert or not.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Kompyte</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_2.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/the-a-to-z-of-market-research/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The A to Z of market research</div><div class="kg-bookmark-description">Ever wonder why companies obsess over market research? We explain what it is, it’s importance, and how it can be used to blow the competition out of the water.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_3.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-get-results-with-competitive-intelligence/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to get results with competitive intelligence</div><div class="kg-bookmark-description">Ready to outdo your market rival? competitive intelligence highlights their weaknesses, and improves your product or service. Here’s how to set the wheels in motion.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_4.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/customer-needs-and-how-to-meet-them/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Customer needs and how to meet them</div><div class="kg-bookmark-description">Giving customers what they want and need is an essential part of product marketing. Check out our insights on how to identify and act upon customer needs.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_5.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-test-internal-assumptions/#sts=Top%20tips%20when%20testing%20assumptions"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to test internal assumptions</div><div class="kg-bookmark-description">Whether you’re bringing a brand new product to market or tweaking something you’ve already got validating assumptions early, iteratively, and accurately can make or break your success.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_6.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/reviewing-and-refining-your-product-marketing-efforts/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Reviewing and refining your product marketing efforts</div><div class="kg-bookmark-description">Looking for opportunities outside of new products and features to make improvements and win more customers? Here are a whole load of areas to review and refine.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_7.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to build a business case</div><div class="kg-bookmark-description">In this article, we’ll be sharing our tips on how to confidently build a business case that gets heard.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_8.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><div class="kg-card kg-button-card kg-align-center"><a href="https://www.dropbox.com/t/otiJKxU4u377b4ku?ref=productmarketingalliance.com" class="kg-btn kg-btn-accent">Download the framework</a></div><p></p><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/09/Strategize.png" class="kg-image" alt="" loading="lazy" width="2000" height="97" srcset="https://www.productmarketingalliance.com/content/images/size/w600/2020/09/Strategize.png 600w, https://www.productmarketingalliance.com/content/images/size/w1000/2020/09/Strategize.png 1000w, https://www.productmarketingalliance.com/content/images/size/w1600/2020/09/Strategize.png 1600w, https://www.productmarketingalliance.com/content/images/2020/09/Strategize.png 2000w" sizes="(min-width: 720px) 720px"></figure><p><br>Whether you’re considering your pricing, GTM plan, potential barriers, or customer acquisition methods, every product marketing team needs a watertight strategy. If your pricing isn’t appropriate, customers will look elsewhere. If you fail to account for a potential barrier, this could stunt your progress. Or, if your sales reps aren’t given sales enablement tools, they won’t perform to their potential. Pay attention to every detail; neglecting one area could see your team’s masterplan come to a grinding halt.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/okrs-the-key-ingredient-when-setting-and-achieving-product-marketing-goals/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">OKRs: The key when setting and achieving product marketing goals</div><div class="kg-bookmark-description">Whatever your current mindset, you should be aiming for one place - the top. And if you’re planning on surviving your hike to the figurative summit, you’ll need to have a few essentials in place, including Objectives and Key Results (OKRs).</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_9.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/a-beginners-guide-to-customer-acquisition/#sts=What%20is%20customer%20acquisition?"><div class="kg-bookmark-content"><div class="kg-bookmark-title">A beginner’s guide to customer acquisition</div><div class="kg-bookmark-description">Objectives and key results (OKRs) are a pretty common talking point in the Product Marketing field and in our Slack community, week in, week out, we see tons of PMMs asking how they should, or could, measure their performance.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_11.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/everything-you-need-to-know-about-go-to-market-strategies/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Everything you need to know about Go-to-Market strategies</div><div class="kg-bookmark-description">Let’s assess your current situation: you’ve had your eureka moment, your killer idea’s smashed through the confines of your mind and landed in the lap of your stakeholders.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_10.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-retain-more-customers/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to retain more customers</div><div class="kg-bookmark-description">Repeat business is where you’ll make the real money. It doesn’t matter if you’re a B2B consultancy with a handful of major clients or a FMCG brand with millions- if you can’t get people coming back for more then you won’t be around for long.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Gareth Watkins</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_13.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/the-importance-of-internal-communication-plus-how-to-crush-it/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The importance of internal communication and how to crush it</div><div class="kg-bookmark-description">Communication’s a key trait that’s often considered an indispensable characteristic for product marketers, so much so, in the State of Product Marketing Report 2020, a resounding 79.8% of people we surveyed identified strong communication as the skill they valued the most.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_14.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/the-ins-and-outs-of-sales-enablement/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The ins and outs of sales enablement</div><div class="kg-bookmark-description">When your sales teams are given the right tools and materials, they’ll bring in more customers. Fail to do so and you’re single-handedly orchestrating a crash landing. Give your reps the resources they deserve, and guide them through the Mother of buyer journeys.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_15.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/common-barriers-when-launching-a-product-and-how-to-overcome-them/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Common barriers when launching a product (and how to overcome them!)</div><div class="kg-bookmark-description">Let’s check out some of the barriers you could face during a product launch, and more importantly, how they can be stopped before they build up the steam of a runaway locomotive.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_16.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-identify-a-suitable-pricing-strategy/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to identify a suitable pricing strategy</div><div class="kg-bookmark-description">Having conducted competitor intel, and successfully built a business case, you’ve got the thumbs up from stakeholders. But before you can sit back and give your team a whopping high-five, it’s time to address perhaps the most important stage of the whole process: deciding on your pricing strategy.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_17.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><div class="kg-card kg-button-card kg-align-center"><a href="https://www.dropbox.com/t/otiJKxU4u377b4ku?ref=productmarketingalliance.com" class="kg-btn kg-btn-accent">Download the framework</a></div><p></p><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/09/Define.png" class="kg-image" alt="" loading="lazy" width="2000" height="97" srcset="https://www.productmarketingalliance.com/content/images/size/w600/2020/09/Define.png 600w, https://www.productmarketingalliance.com/content/images/size/w1000/2020/09/Define.png 1000w, https://www.productmarketingalliance.com/content/images/size/w1600/2020/09/Define.png 1600w, https://www.productmarketingalliance.com/content/images/2020/09/Define.png 2000w" sizes="(min-width: 720px) 720px"></figure><p><br>As product marketers, we all strive to make a product that’ll leave our customers speechless. But first, you need to define the market you’re working in, identify your personas, and apply valuable insights gained in the discovery process to shape the customer journey and craft appropriate communication strategies. If you define your personas with aplomb, this bodes well for the rest of your campaign, skimp on the details, and you’ll rue your decision.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-create-and-maintain-product-positioning/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Positioning - finding a place for your product</div><div class="kg-bookmark-description">Product positioning is the art of identifying and tailoring your product’s benefits to different segments of your target market.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_18.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/why-narrative-design-will-replace-product-positioning-in-2020/#sts=Unpacking%20Narrative%20Design"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Why narrative design will replace product positioning in 2020</div><div class="kg-bookmark-description">“Why a narrative design? Because stories are everything. There is so much noise & competition in any market/any category today. Even if your product IS better, no one is going to believe it because that is what everyone is saying.”</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Marcus Andrews</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_19.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/product-messaging-the-difference-between-good-and-great/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Product messaging - the difference between good and great</div><div class="kg-bookmark-description">As a product marketer it’s vital you take ownership of the message your product is sending to potential customers. If you fail to at the very least define your product, other people will define it for you, and you might not appreciate the outcome.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_20.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/the-what-why-and-how-of-storytelling/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The what, why, and how of storytelling</div><div class="kg-bookmark-description">Storytelling is a process used by product marketers to essentially communicate a message to their audience, via the combination of fact and narrative.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_21.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/what-is-market-segmentation/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">What is market segmentation?</div><div class="kg-bookmark-description">Knowing your audience is marketing 101, but knowing how your product can benefit your audience in a market oversaturated with competitors takes a little more finesse. Segmentation arms you with the data needed to fulfill your target customers’ needs</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_22.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/exploring-the-intricacies-of-user-personas/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Exploring the intricacies of user personas</div><div class="kg-bookmark-description">User personas target the people who use your product or service. Every single company has their idea of what a perfect user persona is.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_23.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-create-buyer-personas/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to create buyer personas</div><div class="kg-bookmark-description">Buyer personas are an integral part of any product strategy - existing, new, or pending. If done right, they equip you with the tools you need to effectively market to specific audiences in a way that resonates with them, targets their touchpoints, and increases conversions.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_24.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/the-role-of-use-cases-in-product-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The role of use cases in product marketing</div><div class="kg-bookmark-description">A use case is a specific situation in which a product or service could potentially be used. Given people buy the same product for different reasons, use cases can vary depending on specific circumstances.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_25.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><div class="kg-card kg-button-card kg-align-center"><a href="https://www.dropbox.com/t/otiJKxU4u377b4ku?ref=productmarketingalliance.com" class="kg-btn kg-btn-accent">Download the framework</a></div><p></p><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/09/Get-set.png" class="kg-image" alt="" loading="lazy" width="2000" height="97" srcset="https://www.productmarketingalliance.com/content/images/size/w600/2020/09/Get-set.png 600w, https://www.productmarketingalliance.com/content/images/size/w1000/2020/09/Get-set.png 1000w, https://www.productmarketingalliance.com/content/images/size/w1600/2020/09/Get-set.png 1600w, https://www.productmarketingalliance.com/content/images/2020/09/Get-set.png 2000w" sizes="(min-width: 720px) 720px"></figure><p></p><p>Fail to prepare, prepare to fail; it’s an adage that’s particularly relevant to product marketing. Having completed copious phases in the process: thorough research, meticulous intel, to name a few, PMMs need to vault this vital hurdle to equip their teams with the knowledge they need to see the product thrive, via a combination of thorough training and sales enablement sessions, indispensable sales assets, as well as marketing campaigns.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/sales-assets-choose-your-weapon/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Sales assets - choose your weapon</div><div class="kg-bookmark-description">If the initial point of contact with a prospective customer is a battle, sales assets are the weapons you equip your reps with, and better equipped sales reps close more deals, it’s a fact.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_26.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/where-product-marketing-and-traditional-marketing-meet/#sts=Product%20marketing%20vs%20traditional%20marketing"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Where product marketing and traditional marketing meet</div><div class="kg-bookmark-description">Although they are two separate entities, product marketing and marketing often overlap or work alongside each other, with most product marketers playing an important role in crafting effective marketing strategies targeted at the right people.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_27-1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/unlock-your-reps-potential-with-sales-enablement-sessions/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Unlock your reps’ potential with sales enablement sessions</div><div class="kg-bookmark-description">Sales enablement sessions are the ideal opportunity to put the sales reps on your team in the right frame of mind. They should be encouraged to ask questions to establish a firm understanding of your product and its features.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_28-1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/using-training-to-facilitate-cross-departmental-knowledge/#sts=When%20is%20training%20needed?"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Using training to facilitate cross-departmental knowledge</div><div class="kg-bookmark-description">Training sessions aren’t reserved exclusively for the run-up to launch. They can - and should - be used all-year-round to ensure all your hard work is front of mind, and people are continually refreshed on how to use assets</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_29.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><div class="kg-card kg-button-card kg-align-center"><a href="https://www.dropbox.com/t/otiJKxU4u377b4ku?ref=productmarketingalliance.com" class="kg-btn kg-btn-accent">Download the framework</a></div><p></p><figure class="kg-card kg-image-card"><img src="https://www.productmarketingalliance.com/content/images/2020/09/Grow.png" class="kg-image" alt="" loading="lazy" width="2000" height="97" srcset="https://www.productmarketingalliance.com/content/images/size/w600/2020/09/Grow.png 600w, https://www.productmarketingalliance.com/content/images/size/w1000/2020/09/Grow.png 1000w, https://www.productmarketingalliance.com/content/images/size/w1600/2020/09/Grow.png 1600w, https://www.productmarketingalliance.com/content/images/2020/09/Grow.png 2000w" sizes="(min-width: 720px) 720px"></figure><p><br>You’ve poured your blood, sweat, and tears into getting your product to market, but the hard work isn’t over. Your post-launch process holds as much importance as the stages building up to the excitement of the highly-anticipated launch; now, it’s time to prolong your efforts and oversee the development and growth of your product.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/analysis-the-bedrock-of-product-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Analysis: the bedrock of product marketing</div><div class="kg-bookmark-description">Analysis can give you the answers to the essential questions nipping away at the back of your mind, allowing you to not only beat the competition but also connect with your customers on a much deeper level.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_30.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-optimize-your-product-marketing-efforts/#sts=Optimization%20case%20studies"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to optimize your product marketing efforts</div><div class="kg-bookmark-description">When it comes to enhancing customer experience. No matter how well your product’s performing or how well you think your sales strategy is working, everything can be optimized at every stage.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_31.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/using-customer-feedback-and-win-loss-interviews-to-improve-your-product/#sts=How%20to%20source%20customer%20feedback%20externally"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Using customer feedback and win-loss interviews to improve your product</div><div class="kg-bookmark-description">Customer feedback and win-loss interviews are among the most effective ways to gain a firm understanding of how your product has been received, and how you can make changes, where needed.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_32.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/how-to-prioritize-feature-requests/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to prioritize feature requests</div><div class="kg-bookmark-description">Prioritizing feature requests is an ongoing process for product teams, you have to work together to consider the cost of the requests, market competition, and available resources as well as considering the business objectives, it can be a tricky balancing act.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Emma Bilardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_33.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/what-is-a-case-study/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">What is a case study?</div><div class="kg-bookmark-description">A case study is a testimonial outlining your customers’ success with using your product, explaining how your product’s key features led to benefits for your customer such as productivity and through increases and time and cost savings.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Asya Bashina</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Framework_Graphics_34.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><p>Loving what you've been learning? Then take it to the next level and get certified with <strong>Product Marketing Core</strong>; aka, the new standard of product marketing.</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core?ref=productmarketingalliance.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Product Marketing Certified - Core</div><div class="kg-bookmark-description">Whether you’re new to the industry or a seasoned PMM, B2B or B2C, physical or SaaS, by the end of this course, you’ll have all the knowledge and tools needed to effectively and successfully attract and keep more customers.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://process.fs.teachablecdn.com/ADNupMnWyR7kCWRvm76Laz/resize=width:72,height:72/https://www.filepicker.io/api/file/QimJYowkQpGvBKQIdFcE" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Product Marketing Alliance</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.filepicker.io/api/file/AwEjUWlhQgGJVL5fkIpi" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><p>Need a nudge to take the plunge? Here are some words of wisdom from a selection of PMMs' who've been there, done it, and secured their certification. 😉</p><p></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/membership-reviews/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Membership reviews | Product Marketing Alliance</div><div class="kg-bookmark-description">Wanna become a fully-fledged PMA member? Looking for a little reassurance before parting with your $$$ (or £, or €, or ¥, or ₽, or...you get the gist)? Dying to see what all the fuss is about? Then don’t. Go. Anywhere.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">Product Marketing Alliance</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/00-Meta-Member-1.png" alt="" onerror="this.style.display = 'none'"></div></a></figure>  <div id="bottomAdsContainer">  <div id='div-gpt-ad-1708431292086-0' style='min-width: 580px; min-height: 400px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431292086-0'); }); </script> </div>  <div id='div-gpt-ad-1708431360026-0' style='min-width: 240px; min-height: 400px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431360026-0'); }); </script> </div> </div> </div> <div class="right-sidebar"> <div class="sticky-container"> <div class="subscribe-container"> <img class="insider-logo" src="/assets/img/insider-subscribe-now-free.svg"/> <img class="success-insider-logo" src="/assets/img/Star.svg"/> <p class="title">Product marketing insider</p> <p class="success-title">Thank you for subscribing</p> <p class="description">Level up your product marketing career & network with product marketing experts.</p> <p class="success-description">An email has been successfully sent to confirm your subscription.</p> <form data-members-form="subscribe"> <input data-members-label type="hidden" value="Early Adopters" /> <input placeholder="Your email address" data-members-email type="email" required="true"/> <button type="submit">Subscribe</button> <p class="error-message">Ops! 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