{"product_id":"loved-how-to-rethink-marketing-for-tech-products-hardback-9781119703648","title":"Loved; How to Rethink Marketing for Tech Products (Hardback) 9781119703648","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eLoved\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow to Rethink Marketing for Tech Products\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMartina Lauchengco (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119703648, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 11 April 2022\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e4.3 x 14.7 x 3 cm, 0.476 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eMost tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story.\u003c\/p\u003e \u003cp\u003ePart of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision.\u003c\/p\u003e \u003cp\u003eSharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing.\u003c\/p\u003e \u003cp\u003eWith dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you:\u003c\/p\u003e \u003cul\u003e \u003cli\u003ethe centrality of product marketing to any product’s success\u003c\/li\u003e \u003cli\u003ethe key skills and actions required to do it well\u003c\/li\u003e \u003cli\u003ethe four fundamentals of product marketing and how to apply them\u003c\/li\u003e \u003cli\u003ehow to hire, lead, and organize product marketing\u003c\/li\u003e \u003cli\u003ehow product marketers optimize crucial collaboration with other functions\u003c\/li\u003e \u003cli\u003eone-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eLOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword by \u003ci\u003eMarty Cagan\u003c\/i\u003e xiii\u003c\/p\u003e \u003cp\u003eIntroduction: My Story 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One: The Foundation: Understanding Product Marketing’s Fundamentals 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: When David Beats Goliath: Why Product Marketing Matters 9\u003c\/p\u003e \u003cp\u003eChapter 2: The Fundamentals of Product Marketing 16\u003c\/p\u003e \u003cp\u003eChapter 3: Ambassador: Connect Customer and Market Insights 24\u003c\/p\u003e \u003cp\u003eChapter 4: Strategist: Direct Your Product’s Go-to-Market 31\u003c\/p\u003e \u003cp\u003eChapter 5: Storyteller: Shape How the World Thinks About Your Product 39\u003c\/p\u003e \u003cp\u003eChapter 6: Evangelist: Enable Others to Tell the Story 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: How to Do the Role: Who Should Do Product Marketing and How to Do It Well 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe People and Partnerships\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7: Strong Product Marketing: Skills of the Good 55\u003c\/p\u003e \u003cp\u003eChapter 8: How to Partner with Product Management 66\u003c\/p\u003e \u003cp\u003eChapter 9: How to Partner with Marketing 74\u003c\/p\u003e \u003cp\u003eChapter 10: How to Partner with Sales 81\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEssential Processes and Tools\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 11: Discovering and Rediscovering Market Fit 88\u003c\/p\u003e \u003cp\u003eChapter 12: Product Marketing in the Age of Agile 98\u003c\/p\u003e \u003cp\u003eChapter 13: The Metrics That Matter 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three: Strategist: Guardrails and Levers: The Tools to Guide Product Go-to-Market Strategy 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: When Strategy Guides Product Go-to-Market: Salesforce 113\u003c\/p\u003e \u003cp\u003eChapter 15: What the iPhone Shows Us About Adoption Life Cycles 117\u003c\/p\u003e \u003cp\u003eChapter 16: The Brand Lever: It’s Not What You Think 127\u003c\/p\u003e \u003cp\u003eChapter 17: The Pricing Lever: It’s About Perceived Value 134\u003c\/p\u003e \u003cp\u003eChapter 18: Marketing When It’s Not About Product 141\u003c\/p\u003e \u003cp\u003eChapter 19: The One-Sheet Product Go-to-Market Canvas 149\u003c\/p\u003e \u003cp\u003eChapter 20: Understanding in Action: Real Marketing Plans 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four: Storyteller: Clarity and Authenticity: The Process and Tools to Rethink Messaging 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 21: Discover Your Position 169\u003c\/p\u003e \u003cp\u003eChapter 22: How to Listen and Connect: Expensify and Concur 174\u003c\/p\u003e \u003cp\u003eChapter 23: Understanding in Action: Netflix and Zendesk 181\u003c\/p\u003e \u003cp\u003eChapter 24: The Balancing Act: Right Message, Right Time 192\u003c\/p\u003e \u003cp\u003eChapter 25: The One-Sheet Messaging Canvas 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Five: Advanced Product Marketing and Leadership: How to Do and Lead It Better at Any Stage Company 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 26: Leading and Transforming Product Marketing 209\u003c\/p\u003e \u003cp\u003eChapter 27: How to Hire Strong Product Marketing Talent 218\u003c\/p\u003e \u003cp\u003eChapter 28: How to Guide a Product Marketing Career 225\u003c\/p\u003e \u003cp\u003eChapter 29: Product Marketing by Stage: Early, Growth, Mature 231\u003c\/p\u003e \u003cp\u003eChapter 30: Mature Company Inflection Points: When to Lean into Product Marketing 238\u003c\/p\u003e \u003cp\u003eConclusion: What You Can Do Right Now 244\u003c\/p\u003e \u003cp\u003eAppendix: Marketing Terms Explained 247\u003c\/p\u003e \u003cp\u003eAcknowledgments 255\u003c\/p\u003e \u003cp\u003eAbout the Author 258\u003c\/p\u003e \u003cp\u003eIndex 261\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52453416468760,"sku":"9781119703648","price":19.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119703648.jpg?v=1785284171","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/loved-how-to-rethink-marketing-for-tech-products-hardback-9781119703648","provider":"Freshly Printed Books","version":"1.0","type":"link"}