Product Marketing for High Growth Tech Products
2 Weeks
·Cohort-based Course
Develop the mindset and skills to help you execute an effective marketing strategy for your disruptive high growth tech product
Product Marketing for High Growth Tech Products
2 Weeks
·Cohort-based Course
Develop the mindset and skills to help you execute an effective marketing strategy for your disruptive high growth tech product
Last chance to enroll
6
days
22
hours
7
mins
Course overview
Grow your product, grow your career!
In my 17+ 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 may have established products, but they 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, and the rewarding experience of overcoming them!
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 17+ years in building and marketing high growth disruptive 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 group 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 deliver results for the organization while growing your career.
Who is this course for
01
You are an ambitious PMM responsible for growing a new, potentially disruptive tech product and are looking for hands-on insights to succeed
02
You have a business-owner mindset but limited resources (budget, headcount) to support your mission.
03
You are in a mid-large b2b tech company with multiple products/services and looking to grow your responsibilities and career
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
05
This course is not for aspiring PMMs who are not yet familiar with and don’t have hands-on experience with tech product marketing
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.
Product Marketing for High Growth Tech Products
Course syllabus
01
Devise an effective marketing strategy
What comprises a successful marketing strategy? What are some of the common reasons why marketing strategies fail? You will dive right into building a comprehensive marketing strategy that includes identifying the right target customer segment and personas, value proposition, messaging and positioning, pricing, competitive analysis, and GTM/sales.
02
Build your perfect launch plan
Whether launching in preview or GA, you will need a bullet-proof launch strategy. You will learn to build an effective launch plan that hits on all the dimensions you’ll need to make your launch a success, including AR/PR, social media plans, influencer marketing, and more. Speaking of making your launch a success, how would you define success?
03
Generate momentum, drive adoption
With the launch done, you now need to drive adoption. The leadership is breathing down your neck expecting weekly status. How can you build confidence in your strategy? By working in marketing moments through the year to maintain the momentum. You will dive into building a marketing plan for adoption, including campaigns and thought leadership.
04
A) Lead to succeed: how to get leadership buy in and lead cross functional teams effectively B) Grow your career with your product
PMMs driving disruptive products are chronically impacted by two factors: 1) limited resources, and 2) managing cross-functional teams without direct authority. Does that sound like you? If yes, learn how to effectively lead cross-functional teams while at the same time growing your career as you deliver results for your organization.
What people are saying
Su Zangara
Karl Fultz
Shinie Shaw
Jeff Underhill
Meet your instructor
Neelay Thaker
My 17+ 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 new and disruptive products. These products were disruptive not just to the industry, but to the companies building them.
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!
Join an upcoming cohort
Product Marketing for High Growth Tech Products
Q4CY23
$750 USD
Dates
Dec 13—22, 2023
Payment Deadline
Dec 12, 2023
Don't miss out! Enrollment closes in 7 days
Q1CY24
$750 USD
Dates
Jan 31—Feb 9, 2024
Payment Deadline
Jan 30, 2024
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
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?
Join an upcoming cohort
Product Marketing for High Growth Tech Products
Q4CY23
$750 USD
Dates
Dec 13—22, 2023
Payment Deadline
Dec 12, 2023
Don't miss out! Enrollment closes in 7 days
Q1CY24
$750 USD
Dates
Jan 31—Feb 9, 2024
Payment Deadline
Jan 30, 2024
$750 USD
2 Weeks