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.
