Certified Product Marketing Course 1: Understand and Target
Prerequisite: At least 2 years of experience in the high tech industry
Foundation - Understanding Product Marketing
Create Strategies that are Market-Driven
Exercise
Know Who to Target
Exercise
Launch Products
Measure and Improve
Exam
Action Plan
- Learning the Software Product Marketing Framework
- Knowing roles and responsibilities
- Approach and methodology
- Importance of strategic thinking
Create Strategies that are Market-Driven
- Understanding your business goals
- Gathering market data
- Building personas that you can target
- Analyzing your competitors
Exercise
- Case study
- Define a persona
Know Who to Target
- Defining segments based on organizational needs
- Focusing on the right personas
Exercise
- Create a messaging framework document
- Writing sample(s) (take-home exercise)
Launch Products
- Creating product launch strategies and plans
- Managing the launch
- Creating concise and consistent messaging
- Enabling sales teams
- Generating marketing content & sales tools
Measure and Improve
- Analyze data and improve
Exam
Action Plan
* Templates, checklists and other tools will be included as part of this course.
* Attendees will have the opportunity to receive a BPM Certification of Completion™ upon satisfactory completion of the course. Learn more about our certification process here.
* Templates, checklists and other tools will be included as part of this course.
* Attendees will have the opportunity to receive a BPM Certification of Completion™ upon satisfactory completion of the course. Learn more about our certification process here.
Certified Product Marketing Course 2: Assess and Execute
Prerequisite: Course 1
Overview
Assess Your Existing Processes
Create Effective Campaign Plans That Drive Results
Generate Content for the Buyer Journey
Exercise
Execute
Measure and Improve
Exam
Action Plan
Overview
- Discuss Product Marketing Framework
- Brief recap of course 1
Assess Your Existing Processes
- Understand your sales and buying process
- Gather existing content and tools
- Align with your lead and demand generation processes
- Evaluate customer retention programs
- Utilize existing metrics to improve
Create Effective Campaign Plans That Drive Results
- Creating campaign strategies and plans
- Iterative Mini-Campaign and Launches (IMCL™)
- How relevant marketing techniques fit into your strategy, e.g. SEO, inbound, email
Generate Content for the Buyer Journey
- Planning & strategy
- Content strategy
- Nurture strategy
- Creating content
Exercise
- Mapping content to demand generation funnel
- Writing sample (take-home exercise)
Execute
- Team alignment & communication
- Program management
- Customer acquisition
- Customer retention
Measure and Improve
- Analyze data and improve
Exam
Action Plan
*Templates and checklists will be included as part of this course.
*Attendees will have the opportunity to receive a BPM Certification of Completion™ and potentially a Certification of Achievement upon satisfactory completion of the course. Learn more about our certification process here.
*Attendees will have the opportunity to receive a BPM Certification of Completion™ and potentially a Certification of Achievement upon satisfactory completion of the course. Learn more about our certification process here.