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Optimizing New Product Marketing for Product-Market Fit in B2B software or tech


(4 ratings)


3 Weeks


Cohort-based Course

Target the right buyers for your new product. Reach them through the right channels. Convince them with differentiated positioning messages.

Hosted by

Warren Schirtzinger and Jose Bermejo

Crossing "The Chasm" model inventor. Marketed 200+ tech products in 30 years

Course overview

You think you have a great product, but who and why would buy it from you now?

🔥 Ealy bird $750 price limited to the first 10 enrollments, then $900.🔥

After marketing +200 B2B tech/software products over 30 years, we’ve found that positioning strategy and launch planning are the key missing parts to accelerate P/M fit.

By building a positioning strategy + launch plan [positioning-to-market™]:

1️⃣ Your market will get what you do, how you do it, to whom, and why they should buy from you now.

2️⃣ You'll be known in your industry without spending thousands on ADS and "growth hacks".

3️⃣ Your early adopters will find you.

4️⃣ You won't waste money on marketing and sales investments not aligned with your market stage.

5️⃣ Product-market fit will be easier to achieve.

6️⃣ You'll create a sustainable advantage by winning a specific market [because no matter how cool your tech is, it is easy to copy].

That's what we'll help you with during this 4-step bootcamp:

Reveal the positioning strategy of the highest opportunity — which market category, segments, and applications provide you with a differentiated, credible, and relevant positioning to win?

Focus your ideal customer profile [ICP] — Once revealed how you should compete, it's about clearly defining your target, category, differentiation, needs you to solve, credibility statements, and market context.

Optimize your positioning messages — What messages should you use in your pitches and web to be seen as a different, relevant, and credible provider?

Amplify your reach — What is the optimal product launch sequence that will get the support of your market and industry?

AI toolset and tutorials to implement every step at x10 speed with tools like:

- Notion AI / ChatGTP (build key positioning messages).

- Humantic AI (find clients).

- Fathom AI (record, and transcribe research calls)

- Sparktoro (find your ecosystem of influencing players).

- Dovetail (record and classify all your research information).

All backed by the brain after the models of how humans accept and adopt innovations: Crossing The Chasm and Diffusion of Innovations.

This course is for you if


You are a founder or CEO with an unclear direction to market and launch.

Who and how should you target to accelerate product/market fit


You are a go-to-market or commercialization leader sick of launching products that return crickets.

How to gain market support & momentum?


You're a product marketer or CMO pressured to launch an unproven new product.

How to accelerate new product revenue with such uncertainty?

After this action-driven program, you'll get

Clarity on where [segments/applications], how [product, messages], and why [differentiators, strengths, market ugency] you can sell more.

You'll score your market opportunities and optimize your positioning to accelerate product/market fit.

A definition of your Ideal Customer Profile

With an understanding of what pains, outcomes, and goals are you helping them achieve.

Differentiated key positioning messages to stand out in your communications.

You'll build a differentiated messaging platform, including:

  • Problem Statement
  • Top competitors
  • Value Proposition
  • Differentiators — Why you?
  • Sense of urgency — Why now?
  • Credibility statements — Why should I trust you?
  • Positioning Statement
A plan to amplify your new product launch while validating your positioning strategy.

We'll find and map the influencing ecosystem players in your market. Then, create an education strategy and launch sequence that incentivizes their support.

You'll get your market ready to amplify your launch, drive momentum and find early clients on your behalf.

Artificial Intelligence toolset and tutorials to save time and speed-up the process.

We don't stop trying new AI tools for our clients and want you to benefit from it! Learn how to use tools like Notion AI, ChatGTP, Humantic AI, Fathom AI, or Sparktoro to speed up your go-to-market process.

Faster time-to-market

We have put together proven mental models, a system, tools, and specific B2B high-tech examples to give you higher speed and less uncertainty.

Better informed strategic decisions with the angle of Diffusion of Innovations and our proprietary methods on how innovations are adopted.

Learn how to apply the Crossing The Chasm + Diffusion of Innovations models that predict how humans adopt innovations, categories are created, and buying decisions are made in tech - directly from the inventor of The Chasm model.

All your strategy in a workbook that you can share with your team to drive internal alignment.

As a hands-on bootcamp, you'll complete all the previous outcomes in a workbook that you can share with your team, use as your north start or reutilize for your next product launches.

🤖 BONUS: Master AI for research and new product marketing

🤖 BONUS: Master AI for research and new product marketing

Full access to 30 AI video tutorials

By joining the bootcamp, you'll get full free access to our AI-Assisted Product Marketing course ($120) https://productmarketingcourse.ai/

Use the AI tools to streamline most of the steps of the bootcamp

Learning the AI tools is a plus to accelerate all you'll learn in the bootcamp.


(4 ratings)

What founders & product marketers in tech are saying

        Excellent course by Jose with tangible results! We went from 0 to 30 product pilots in 1 month by pivoting the target use case for our new business intelligence software. This bootcamp has been instrumental in achieving product/market fit. Jose, you should charge more!
Karan Singh

Karan Singh

CEO & Founder at Omnia Consulting. Cohort II
        An absolutely eye-opening bootcamp! We identified gaps in our website and sales approach and learned how to fix them in just 2 weeks. The working sessions have been fascinating. You're applying learnings right away and getting live feedback. Learning tools like Sparktoro and Humanity AI to find early clients and market our product was just magical!
Bernard Mouton

Bernard Mouton

Co-Founder Layer 9 Labs [PaaS / SaaS]. Cohort I
        What a transformative experience with Warren and Jose! I cannot recommend this bootcamp enough for anyone building a new product marketing strategy. What I’ve learned is so critical for tech products that I will incorporate some concepts in my upcoming conference presentation on Enterprise Sales.
Akio Aida

Akio Aida

Founding AE, Grammarly Enterprise. Cohort I
        The bootcamp's mental models and Jose's advice have been essential to clarify our target audience, positioning messages, channels and product launch sequence to plan our go-to-market. A unique angle to accelerate P/M fit in B2B tech!
Veronica Aldazosa

Veronica Aldazosa

CEO & Founder, Talenteal [B2B HR Software]. Client
        Warren & Jose's bootcamp has been instrumental in understanding our audience's needs better and crafting messages so they get what we do and how we are different. With the AI toolset they taught us to speed up the process, this is a no-brainer Bootcamp. Moreover, I have included this course in my team's training curriculum!
Rebeca Sanz

Rebeca Sanz

CMO, Sincrolab [Digital Therapeutics Software]. Cohort I.
        Jose and Warren built a bulletproof go-to-market strategy for our new product with their proven methods. Give them serious consideration!
Julie Taylor

Julie Taylor

Sr. Product Marketing Director, Introhive [B2B Salestech SaaS]. Client
        Warren and Jose's methods and understanding of technology markets are unmatched to commercialize innovations. If you need help launching a new tech-based product or innovation, they're the go-to team!
Lya Rebelo

Lya Rebelo

Go to Market Manager, Citeline [B2B Data & Software]. Client
A pattern of wavy dots
Join an upcoming cohort

Optimizing New Product Marketing for Product-Market Fit in B2B software or tech

Cohort 3

$750 USD


Nov 6—23, 2023

Payment Deadline

Nov 4, 2023

Course Schedule

8-10 hours per week, during 3 weeks
  • Enrollments Close

    November 4th

  • #01 Discover Your Product/Market Fit Opportunities

    Tue, Nov 7th - 1:00 pm to 2:15 PM ET

    You'll answer the question "should you create a new category, lead an existing one or focus on winning a specific segment?" with the Technology Adoption Lifecycle.

    You'll apply an opportunity scoring system to pick the right segments/applications to focus on winning first.

  • #02 Prioritize product/market fit opportunities

    Thu, Nov 9th - 1:00PM to 2:15 PM ET

  • Q&A // Office Hours

    Fri, Nov 10th - 1:00 to 2:30 PMET

    Get live feedback on your work from instructors and peers.

  • #03 Design your unique positioning strategy

    Tue, Nov 14th - 1:00 to 2:15 PM ET

    You'll define your ICP and positioning strategy foundations:

    • Who is a target you can win?
    • In what category fits your new product?
    • How are you different from competitors?
    • How are you relevant to your target's needs?
    • Are your claims credible?
    • What's your market context?
  • #04 Optimize your messaging and story

    Tue, Nov 16th - 1:00 to 2:15 PM ET

    We'll showcase examples of the 4 types of positioning messages required to convince tech buyers: technology messages, product messages, market messages, and company messages.

    You'll walk away with a differentiated messaging platform ready to test in the market.

  • Q&A // Office Hours

    Friday 17th - 1:00 to 2:30 PM ET

    Get live feedback on your work from instructors and peers.

  • #05 Find and select your distribution channels

    Tue, Nov 21st - 1:00 to 2:15 PM ET

  • #06 Design your validation, technology introduction, or launch sequence

    Thu, Nov 23th - 1:00 to 2:15 PM ET

    Learn the method that Steve Jobs used, advised by Regis McKenna, to launch + position Apple products: the market infrastructure.

    You'll walk away with a map of influencing organizations and individuals in your market. Plus, a plan to validate your strategy and launch your product

  • Q&A // Office Hours

    Fri, Nov 24th - 1 to 2:30 PM ET

    Get live feedback on your work from instructors and peers.

Your investment is 100% risk-free.

Your investment is 100% risk-free.

Get the value you expect, or your 100% money back

If you attend the sessions, actively participate, and still don’t find the course valuable, I'll happily refund your full payment. See FAQ for more details!

Meet your instructors

Warren Schirtzinger

Warren Schirtzinger

Head of Clients Strategies at Predictable Innovation.

Warren is a market strategy pioneer. He first observed and created "The Chasm" innovation-adoption model in 1989, later popularized in "Crossing The Chasm" book.

He is an expert in the Diffusion of Innovations applied to technology commercialization. Warren has developed launch and mainstream strategies for 200+ products over 30 years with his methods.

Warren has helped commercialize and position products for Apple, Adobe, and Honeywell, among other brands and startups.

Warren builds the syllabus with Jose and joins the Q&A sessions to help the cohort with his +30 years of expertise in launching innovations and creating new markets.

Jose Bermejo

Jose Bermejo

Managing Partner, Founder & Fractional Executive for new products at Predictable Innovation.

I've led go-to-market strategy, sales, business development, and partner teams as Chief Commercial Officer in the USA and Europe at B2B software companies achieving 120% growth < 3 years and x3 EBITDA.

You'd probably also like to know that I'm an entrepreneur who pioneered a disruptive real estate model in Spain. Now building Predictable Innovation Strategy in the USA — the consulting boutique where Warren and I offer our services.

I am a lifelong learner of management and strategy, with an MBA from a top-3 business school and Harvard Disruptive Strategy.

But what I love to do every day [a part of crushing my workout] is to use my experience to help innovators, product marketers, and founders transform an idea into a profitable business. That's my life's mission: pushing human progress forward by helping innovations succeed.

I build and improve the syllabus and will be your instructor and workshop facilitator during the BootCamp sessions. I also join Warren in the Q&As so you get both anlges.

Questions? Drop me a line!

Frequently Asked Questions

What’s the refund policy?
How can I "taste" what this is about before enrolling?
What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
Can I get reimbursed by my company?
Have more questions?
A pattern of wavy dots
Join an upcoming cohort

Optimizing New Product Marketing for Product-Market Fit in B2B software or tech

Cohort 3

$750 USD


Nov 6—23, 2023

Payment Deadline

Nov 4, 2023

Free resource

Download The Workbook for FREE

Download the full workbook to understand what you'll work on during the course. Here's what's inside:

  • 14 assignments
  • 7 templates [opportunity scoring/segmentation, positioning, messaging, launch sequence]
  • Validation/launch checklist.

Get the workbook immediately

$750 USD




3 Weeks