Product Marketing: Positioning, Launches and Growth

This course teaches you how to bring a product to market and help it grow. It's written for new product marketers, product managers, founders, marketers moving into product work and anyone who wants to understand how products are positioned, priced, launched and adopted. You don't need any background in product marketing to follow it.

You'll start with what a product marketer does and where the role sits between the product, sales and marketing teams. Then you'll research customers and markets, use jobs to be done, build segments and ideal customer profiles, and study competitors. You'll position a product using April Dunford's approach, explained in plain words, and turn it into value propositions and a messaging framework that you can test.

Later modules cover pricing and packaging, go-to-market strategy, launch tiers and launch planning, sales enablement with battlecards, pitch decks, demos and FAQs, content for each stage of the buyer's path, onboarding and adoption, product-led growth and feedback loops to the product team. You'll work through activation, retention and churn with worked numbers, and see how product marketing changes for apps, physical goods and services. The course ends with a capstone launch plan and a toolkit of templates and checklists.

A running case follows Kitita, a savings and payments app in Nairobi, as it launches a new feature for savings groups.