Loved: How to Rethink Marketing for Tech Products
- 3h 39m
- Martina Lauchengco
- John Wiley & Sons (US)
- 2024
Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company.
The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story.
Part of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision.
Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing.
With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you:
- the centrality of product marketing to any product’s success
- the key skills and actions required to do it well
- the four fundamentals of product marketing and how to apply them
- how to hire, lead, and organize product marketing
- how product marketers optimize crucial collaboration with other functions
- one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing
LOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.
About the Author
Martina Lauchengco is the product marketing partner at Silicon Valley Product Group and a partner at Costanoa Ventures, a boutique early-stage venture capital firm. Martina worked at Microsoft and Netscape, two of the most formative tech companies of all time, before advising startups and Fortune 500 companies. A lecturer in the engineering graduate program at UC Berkeley, her work has been featured in TechCrunch and VentureBeat.
Martina received her BA and MA from Stanford University. An avid cyclist, runner and snowboarder, she lives in San Francisco with her husband and two children.
In this Book
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Foreword
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Introduction—My Story
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When David Beats Goliath: Why Product Marketing Matters
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The Fundamentals of Product Marketing
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Ambassador: Connect Customer and Market Insights
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Strategist: Direct Your Product's Go-to-Market
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Storyteller: Shape How the World Thinks About Your Product
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Evangelist: Enable Others to Tell the Story
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Strong Product Marketing: Skills of the Good
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How to Partner with Product Management
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How to Partner with Marketing
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How to Partner with Sales
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Discovering and Rediscovering Market Fit
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Product Marketing in the Age of Agile
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The Metrics That Matter
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When Strategy Guides Product Go-to-Market: Salesforce
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What the iPhone Shows Us About Adoption Life Cycles
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The Brand Lever: It's Not What You Think
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The Pricing Lever: It's About Perceived Value
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Marketing When It's Not About Product
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The One-Sheet Product Go-to-Market Canvas
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Understanding in Action: Real Marketing Plans
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Discover Your Position
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How to Listen and Connect: Expensify and Concur
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Understanding in Action: Netflix and Zendesk
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The Balancing Act: Right Message, Right Time
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The One-Sheet Messaging Canvas
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Leading and Transforming Product Marketing
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How to Hire Strong Product Marketing Talent
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How to Guide a Product Marketing Career
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Product Marketing by Stage: Early, Growth, Mature
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Mature Company Inflection Points: When to Lean into Product Marketing
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Conclusion—What You Can Do Right Now
