Product Marketing for High Growth Tech Products

10 Days

·

Cohort-based Course

Develop the skills and mindset to help you build, grow, and accelerate your tech PMM career!

Course overview

Grow your product, grow your career!


In my 20 years' experience in the industry, I have seen many disruptive technologies. I'm also fortunate to have been part of a few high growth success stories. The most successful tech companies are always looking to build new innovative products that will deliver the next wave of growth.



Product marketing for such high growth disruptive technology products and services requires out of the box thinking and growth hacking techniques. Whether you work in a big company or small, you will always have limited budget and limited headcount and delivering success will depend on crafting an effective strategy, skillful execution, and loads of persistence. So why then, take up such a challenge? Because you love challenges, the rewarding experience of overcoming them, and the opportunities they present to grow your career!


In this course, we will walk through the strategies, tactics, and skills required to succeed at each step of the product adoption curve, from beach head customers to the early majority and beyond. Build an intrapreneurial mindset, ask the right questions, and learn to define success. Finally, learn how to effectively lead cross-functional teams, get leadership buy-in, and grow your career as you help your organization succeed.


The course includes:

1. Insights and learnings from my own experience in building and marketing high growth technology products in AI/ML, cloud computing, security analytics, and networking.

2. Playbooks and blueprints from highly effective b2b technology marketing teams at big tech companies.

3. A project that will provide hands on experience with the concepts learned in class and from your own current experience.

4. Thought experiments to build a strong intrapreneurial mindset that's required to succeed in a high-growth PMM role.

5. Tips to help you grow your career, whether it's at the company you work for, or at the company you want to be.

Who is this course for

01

You are an ambitious PMM looking to grow your responsibilities and career with hands-on insights to succeed

02

You have a business-owner mindset but limited resources (budget, headcount) and are looking for innovative ways to succeed and grow.

03

You are either looking for a new PMM job or are looking to move to a PMM role and need the skills and guidance to make the transition.

04

You are at a smaller b2b tech company and looking to apply learnings in your current role and potentially move to a larger tech company

What you’ll get out of this course

Building the rocket

Devise a comprehensive marketing strategy at each stage of your product’s adoption curve – from beach head customers to early majority and beyond.

Learn about the components of a strong marketing strategy and how they come together to deliver success.

Launching the rocket and attaining critical velocity

Create effective marketing plans to launch the product, build momentum, and drive adoption.

Learn how launching high growth products is different, and how to identify and pivot based on where your product is on the adoption curve.

Managing the launch room

Lead cross-functional teams comprising engineering, product management, digital marketing, analyst/press relations, finance/business planning, GTM, and sales.

Learn how to influence without authority, motivate stakeholders, and hold them accountable.

Flying with the rocket

Get leadership mindshare to grow your product as well as your career.

Learn how to get executive buy in for more funding, headcount, and top-down collaboration. Understand how to show case your results and communicate effectively to grow your career.

Chart your own course

Learn how to build your PMM career, navigate uncertainties, find new opportunities, and accelerate your career growth

This course includes

5 interactive live sessions

Lifetime access to course materials

48 in-depth lessons

Direct access to instructor

1 project to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules
  • Week 1

    Apr 24—Apr 28

    Week dates are set to instructor's time zone

    Events

    • Apr

      24

      Product Marketing for High Growth Tech Products - Session 1

      Wed, Apr 24, 11:30 PM - 1:00 AM UTC

    • Apr

      26

      Product Marketing for High Growth Tech Products - Session 2

      Fri, Apr 26, 11:30 PM - 1:00 AM UTC

    Modules

    • Welcome and student introductions

    • Before you start building your product marketing plan

    • Building your marketing plan

    • Session 1 Review, Q&A, Next steps

    • Formulate a strong messaging and positioning framework

    • Considerations for effective marketing strategy

    • Create impact by building a strong launch plan

    • Session 2 Review, Q&A, Next steps

  • Week 2

    Apr 29—May 3

    Week dates are set to instructor's time zone

    Events

    • May

      1

      Product Marketing for High Growth Tech Products - Session 3

      Wed, May 1, 11:30 PM - 1:00 AM UTC

    • May

      3

      Product Marketing for High Growth Tech Products - Session 4

      Fri, May 3, 11:30 PM - 1:00 AM UTC

    Modules

    • The different leadership styles

    • Managing without authority

    • Building the case for more budget and resources

    • Leveraging results for personal and professional growth

    • Session 3 Review, Q&A, Next Steps

    • Mindset for success

    • Finding and converting career opportunities

    • Project review and discussions

    • Wrap up and Q&A

  • Post-Course

    Events

    • May

      9

      Product Marketing for High Growth Tech Products - Session 4 Make Up class

      Thu, May 9, 11:30 PM - 1:00 AM UTC

  • Bonus

    Modules

    • Connecting the dots: My career journey

    • How to explain Product Marketing to a 5 year old

    • Making a transition to Product Marketing

    • Tech fundamentals

What people are saying

        Neelay possesses bona fide leadership credentials. In addition to deep Product Marketing expertise, he brings great insights to the table on a wide range of topics such as mindset, influencing without authority, and leadership engagement. Highly recommend this course!
Su Zangara

Su Zangara

Executive Mindset Coach
        At VMware, Neelay led Product Marketing for a newly acquired startup for network and security analytics. He was adept at coming up with innovative solutions to drive adoption, and helped grow the business from a handful to thousands of customers.
Karl Fultz

Karl Fultz

Technical Product Management and Sales Leader
        Neelay is passionate at his work. Having worked with him in two different companies, I have seen him effectively lead diverse cross-functional teams to accomplish big milestones. He thrives in challenging situations and comes up with innovative solutions to deliver results.
Shinie Shaw

Shinie Shaw

GTM Leader
        I worked with Neelay at Amazon, when he led Product Marketing for AWS Graviton. His resourcefulness and ability to lead cross-functional teams and get leadership buy-in for marketing initiatives helped us generate effective thought leadership and adoption.
Jeff Underhill

Jeff Underhill

Business Development Leader

Meet your instructor

Neelay Thaker

Neelay Thaker

Technology Product Marketing and GTM Leader (Currently Director of Product Marketing at Microsoft)

My 20 years in the tech industry have spanned many companies, roles, and technologies, but the one constant throughout my experience has been that I’ve had the opportunity to work on high growth products and initiatives.


Companies rise as they build a great product that customers want. In time, the very product that built the company becomes a cash cow, with engineering delivering incremental features and sellers rolling in their compensation and quota through generational upgrades. Marketing for such products becomes a routine task of touting new features to an already established customer base.


So why were the companies I worked at building products that were disruptive to their own cash cow? Because great companies are always looking to serve customers in better ways. They know that if they don’t drive disruption from within, they will be disrupted out of the market. These innovative products require an equally innovative approach to product marketing to build a new customer base, energize the sellers, and steer the massive ship in a bold new direction, all the while trying to leverage the company’s strengths and sustain the cash cow for as long as possible.


This course is the culmination of my learnings from leading product marketing for disruptive products – what works, what doesn’t, and most importantly, what matters. I became a Product Marketing Manager because I truly believe that the Product Marketing function is the fulcrum that creates a force multiplier for the business. There’s no greater job satisfaction than building your own little rocket, and watching it fly high into the sky!

A pattern of wavy dots
Be the first to know about upcoming cohorts

Product Marketing for High Growth Tech Products

|

Bulk purchases

Course schedule

4-6 hours per week
  • Live Sessions

    Tuesdays & Thursdays 4:30pm - 6:00pm PST

    Two 90 min sessions each week including content, discussion, group exercises, and Q&A.

  • Class project

    1-2 hours / week

    Single group project that will start building after session one with a presentation in the final session.

  • Optional reading and videos

    1 hour per week

    Read related articles and watch interesting videos on marketing gone wrong!

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
A pattern of wavy dots
Be the first to know about upcoming cohorts

Product Marketing for High Growth Tech Products

|

Bulk purchases