Product Marketing and Go-to-Market Strategy

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Product Marketing and Go-to-Market Strategy

Instructor: Wiley-Expert Edge Course Instructors

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5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Develop and execute high-impact go-to-market strategies
Craft compelling messaging and brand positioning for tech products
Lead and collaborate effectively across product, sales, and marketing teams

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There are 5 modules in this course

Based on the best-selling book, Loved, by Martina Lauchengco. Product marketing sits at the intersection of strategy, storytelling, and execution, especially in fast-moving tech markets. This course explores how to position, launch, and grow tech products by aligning value, messaging, and market needs.

You’ll learn how to craft compelling narratives, design effective go-to-market strategies, and collaborate across product, sales, and marketing teams. The course focuses on building practical skills that translate directly into stronger launches and sustained market impact. What sets this course apart is its balance of proven frameworks and real-world application. Concepts are grounded in practical examples drawn from both startups and established tech organizations. This course is ideal for product marketers, aspiring marketers, and product leaders with basic marketing knowledge who want to strengthen their strategic influence in tech-driven environments. From Loved Copyright © 2022 by John Wiley & Sons, Inc. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Used by arrangement with John Wiley & Sons, Inc.

In this section, we examine how adopting a product marketing mindset-focusing on differentiation, user onboarding, effective messaging, and community engagement-drives adoption and growth beyond technical features alone.

What's included

2 videos3 readings1 assignment

In this section, we examine how effective product marketing clarifies value propositions, aligns product, sales, and marketing teams, and enhances sales outcomes through informed messaging, market fit validation, and strategic collaboration.

What's included

1 video7 readings1 assignment

1 video Total 1 minute

How to Do the Role: Who Should Do Product Marketing and How to Do It Well - Overview Video 1 minute

7 readings Total 110 minutes

Introduction 10 minutes
Key Skills of Strong Product Marketers 10 minutes
Key Responsibilities 10 minutes
Focus Areas for B2B PMM 30 minutes
Set It Up for Success 20 minutes
Creative Market Test Ideas 20 minutes
Agile Marketing 10 minutes

1 assignment Total 10 minutes

Product Marketing Roles, Collaboration, and Best Practices 10 minutes

In this section, we examine how strategic launch timing, customer validation, and coordinated brand and pricing strategies influence product adoption and sales, using practical frameworks and real-world examples for effective go-to-market execution.

What's included

1 video2 readings1 assignment

In this section, we examine the distinct roles of positioning and messaging, apply iterative customer feedback, and use storytelling to craft credible, customer-centric communication strategies for product marketing.

What's included

1 video4 readings1 assignment

1 video Total 1 minute

Storyteller - Clarity and Authenticity: The Process and Tools to Rethink Messaging - Overview Video 1 minute

4 readings Total 50 minutes

Introduction 10 minutes
CAST: A Simple Guide 10 minutes
Zendesk Anticipates What Customers Want to Know 10 minutes
Profile in Product Marketing: Julie Choi 20 minutes

1 assignment Total 10 minutes

Principles and Processes of Effective Product Messaging 10 minutes

In this section, we examine how to lead and transform product marketing by aligning strategy, talent, and market insights, enabling measurable business growth and effective collaboration with product and go-to-market teams.

What's included

1 video3 readings1 assignment

1 video Total 1 minute

Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company - Overview Video 1 minute

3 readings Total 60 minutes

Introduction 10 minutes
Where Should Product Marketing Report? 30 minutes
I'm a Great Director of Marketing. Why Am I Not a VP? 20 minutes

1 assignment Total 10 minutes

Effective Product Marketing Leadership Across Company Stages 10 minutes

Instructor

Wiley-Expert Edge Course Instructors

John Wiley & Sons

10 Courses 128 learners

Offered by

John Wiley & Sons

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