Mastering the art and science of Product Marketing
Find the true essence of Product Marketing. Ingredients for PMM recipe: messaging & positioning, buyer persona, product launch, enablement.
This course is no longer available.
Explore other coursesCareer Journey
Course overview
From Product Marketing Fundamentals to Mastery
Students who complete this course will elevate their product marketing skills with real B2B SaaS use cases and templates.
Gain a deep understanding of the essence of product marketing, and practical knowledge and frameworks to excel.
Invest in your PMM career and setup for success in the dynamic field of product marketing.
What are our secret ingredients in product marketing to drive product and solution adoption and industry growth?
1. Buyer Persona
2. Messaging and Positioning
3. Product and Solution Launch
4. Market and Competitive Intelligence
5. Sales and Partner enablement
A successful PMM has a CEO mindset.
Curiosity
Empathy
Open
By the end of the course, students will be confident product marketing influencers, paving the path for product success and contribute to organizational growth.
Who is this course for
01
Professionals who want to advance their careers in product marketing
02
Gain a deep understanding of product marketing principles and frameworks
03
Learn best practices on how to develop effective B2B SaaS product marketing strategies from buyer persona to GTM launch.
What you’ll get out of this course
Craft a compelling narrative
- Curate your product's story, capturing the hearts and minds of your target audience.
- Develop persuasive messaging that highlights the unique benefits and value of your product.
Elevate product and brand value
- Differentiate your product from competitors by identifying its unique value.
- Create a compelling value proposition that resonates with your target market.
Launch with Go-to-Market focus
- Develop a comprehensive go-to-market strategy to ensure a successful product launch.
- Implement marketing and sales tactics to drive product adoption and generate revenue.
Collective intelligence of cross-functional teams
- Collaborate with teams across product, sales, marketing and customer success.
- Leverage shared OKRs to create a value add product marketing strategy.
What’s included
Live sessions
Learn directly from Div Manickam in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
2 live sessions • 18 lessons
Week 1
- 📄
Defining Product Marketing: Roles, Objectives, and Value
- 📄
 The Product Marketing Process: From Idea to Launch
- 📄
Product Marketing Toolkit: Buyer Personas, Messaging Frameworks
- 📄
Creating Compelling Buyer Personas: Understanding Customer Needs and Pain Points
- 📄
ICP - Ideal Customer Profile: Identifying Target Market Segments
- 📄
Buyer Journey Mapping: Customer Experience
- 📄
Messaging: Communicating the Unique Value
- 📄
Positioning: Competitive Differentiation
- 📄
Value Proposition: Benefits
- 📄
Product Launch: Developing a Launch Plan
- 📄
Go-to-Market: Channels to Reach Your Target Market
- 📄
Launch Execution and Key Metrics
- 📄
OKRs: Identifying Relevant Metrics for Product Marketing
- 📄
Data Analysis and Reporting: Tracking Performance and Identifying Trends
- 📄
Continuous Improvement: Using Metrics to Optimize Product Marketing Efforts
- 📄
Conducting Market Research: Trends and Expectations
- 📄
Market Intelligence: Infinite Game
- 📄
Product, Sales, Marketing and Customer Success
Module 1: The Essence of Product Marketing
Module 2: Buyer Personas
Module 3: Messaging and Positioning
Nov
26
Product Marketing Mastery - Session 1: Nov 26, 2024
Module 4: Product Launch and Go-to-Market
Module 5: Product Marketing OKRs and Metrics
Module 6: Best Practices & Leadership Influence
Nov
27
Product Marketing Mastery - Session 2: Nov 27, 2024
What people are saying
Charles M.
Kim L.
Doris W.
Jeffrey B.
Meet your instructor
Div Manickam
Div Manickam
Div Manickam is a neurodivine, mindful soul and a believer in simplicity.
She is passionate to empower folks to be their best and true authentic self.
• Div has led B2B SaaS product marketing efforts in startups and Fortune 500 technology companies for 13+ years in collaboration with product, sales and marketing teams.
• A mentor and Expert in Residence, she is recognized as one of the top 100 Product Marketing Influencers (2019-23) by the Product Marketing Alliance.
• Enjoy sharing experiences on neurodiversity, workplace wellbeing, career growth, authentic leadership, mindfulness, happiness, stress and anxiety, and product marketing.
Course schedule
3-5 hours
Tuesday & Wednesday
7-8am PST | 10-11am EST | 3-4pm UTC
We will meet for one hour on Tuesday and Wednesday for a group discussion with breakout sessions.
Please go through the content modules 1-3 on Monday and modules 4-6 on Tuesday.
Tuesday, Nov 12 or 19 or 25, 2024
7-8am PST | 10-11am EST | 3-4pm UTC
We will include breakouts from Modules 1-3.
Wednesday, Nov 13 or 20 or 26, 2024
7-8am PST | 10-11am EST | 3-4pm UTC
We will include breakouts from Modules 4-6.
Project
1 hour
Select a topic of your choice from the Product Marketing Mastery course and publish a thought leadership article of 1000 words on your signature skill in product marketing.
Learning is better with cohorts
Continous learning
This course builds on live workshops
Interactive
You’ll be interacting with other learners through breakout discussions
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow with you