Five Criteria
Certified Product Marketing Manager
How Many Can You Check?
- I can articulate the value of my products without talking features.
- I understand the markets for my products better than everyone else.
- Sales can communicate the value of my products conversationally.
- When buyers read my product webpages, they feel understood.
- My products are easy to sell.
If you're an up and coming product marketing rockstar, let us get you there faster.
Here's the dilemma. You're sandwiched right between product management and sales. Your success depends on having products that first and foremost deliver measurable customer value, and then making sure they're easy for sales to sell. It's a tall order!
Here's what a hands-on product marketing course from Product Management University can do to make you more successful in less than ideal circumstances.
We'll teach you the art of conversational positioning and messaging for your own products, right there in the classroom. It's simple for buyers to understand and it's simple for sales to articulate in their day-to-day buyer interactions. Here's the best part. You won't need to create separate narratives for marketing and sales. That complicates everything even more.
Then you'll learn how to use your conversational messaging as the platform for all your marketing and sales activities so that your value story is consistent regardless of who's telling or where it's being told.
The result? A higher quality pipeline that consists of more influencers and decision-makers, and a salesforce that loves selling your products because they're easy to sell.
Our hands-on (personalized to your products & markets) product marketing courses combine the best of the best practices from all best-of-breed product marketing frameworks, fine tunes them for B2B/B2B2C with common terminology and makes them simple to understand and adopt across your entire organization.
- Self-Study Online Course & certification for individuals. Our 101 Basic Skills Course on-demand.
- Basic Skills 101 Product Marketing Course & certification for newer product marketing teams that need to get everyone to a common baseline of value skills.
- Strategic 501 Portfolio Marketing Course & certification for product marketing teams that are in the pressure cooker to differentiate.
PERSONALIZED PRODUCT MARKETING COURSES & CERTIFICATION
Hands-on Learning. Your Products. Your Markets. Faster Adoption & Results!
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PRODUCT MARKETING 101 BASIC SKILLS Foundational Skills for Marketing & Selling Value
If your product marketing team is relatively new or you're a new product marketing manager, there's no need to reinvent the wheel. Learn how to establish a strong foundation of basic skills, how to lead sales (more than react), and how to create content and tools to scale for growth. We've got you covered!
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PORTFOLIO MARKETING 501 Differentiate & Grow in Your Most Lucrative Markets
Plant yourself firmly in the strategy driver's seat with strategic portfolio marketing skills so you can find your sweet spots, differentiate in a crowded market, avoid commoditization and accelerate growth. Your knowledge of the customer is the difference in your story!
101 Basics
Foundational Skills
101 Basics
Foundational Skills
101 Basics
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Foundational Skills
Product Marketing 101 Basic Skills: Build a Solid Foundation for Growth
This hands-on, how-to workshop will give your product marketing team basic foundational skills to work smarter, not harder. Get your team on the same page with a common baseline of foundational skills, best practices, terminology, and artifacts. You’ll learn how to market the strategic value of your products with less effort and make salespeople more proficient with fewer artifacts. Grow your market share, wallet share and customer retention, and advance your career in the process!
You don't need to learn a bunch of other complicated product marketing frameworks to succeed. We've got them all neatly packaged into one integrated framework that simplifies everything.
Start with customer outcomes, not problems. It simplifies everything!
- Live Virtual Classroom: Four Half-Day Sessions, $2,195/person
- Onsite: 2 Days, $2,195/person
- Self-Study Course:
- 129 minutes of video + exercises
- See subscription plans
Target Markets
Value Foundation
Market Opportunities
Priorities
Execute
Certification
- Take the exam at your convenience.
- 2-hour online open-book exam.
- 35 multiple choice questions.
- 25+ correct answers for a passing grade.
501 Portfolio
Differentiate & Grow
501 Portfolio
Differentiate & Grow
501 Portfolio
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Differentiate & Grow
Advanced Portfolio Marketing Skills to Accelerate Growth in Key Segments
From a customer perspective, the strategic value of your portfolio is greater than the sum of your products. Ride that perception and learn how to create a portfolio marketing strategy that identifies your most lucrative markets and leads your salesforce into opportunities where odds of success are the greatest.
Grow market share and wallet share by creating and mobilizing the customer’s version of your portfolio value story. Engage the economic buyer, differentiate and see higher quality pipelines. Advanced Portfolio Marketing Certification included.
Start with customer outcomes, not problems. It simplifies everything!
- Live Virtual Classroom: Four Half-Day Sessions, $2,295/person
- Onsite: 2 Days, $2,295/person
Market Analysis
Portfolio Analysis
Market Opportunities
Portfolio Strategy
Execute
CERTIFICATION
- Take the exam at your convenience.
- 2-hour online open-book exam.
- 35 multiple choice questions.
- 25+ correct answers for a passing grade.
Self-Study
101 Basic Product Marketing Skills
The Next Best Thing to a Live Classroom!
Learn and adopt at your own pace! Short videos that aren't scripted with great B2B examples and hands-on exercises for your own products.
- 18 total lessons.
- 129 minutes of video.
- Certification exam included.
- Entire course $999 for 6 months.
- Each section $249 for 30 days.
- SECTION 1: Target Markets
- SECTION 2: Value Foundation
- SECTION 3: Market Opportunities
- SECTION 4: Value Story
- SECTION 5: Execute
The Classroom
LEARN WHAT GOOD LOOKS LIKE FOR YOU!
- Personalized case studies for your products and your markets.
- B2B and B2B2C examples that are relevant to your business.
- Breakout sessions and collaboration with team members.
“John has conducted several training workshops with the goal of helping us to transition to a more customer focused approach to product marketing & development. The Product Management University framework really helped us understand the importance of customer goals in conjunction with needs and problems. John also facilitated open discussion sessions during a customer event. The discussion sessions were extremely well received by our customers.”
“I did a similar course with Pragmatic, but this course went deeper into things like addressing the “so what” factor and writing in the voice of the buyer/seeing the world through their eyes. The strategic, operational, and tactical understanding gave me a very strong 360 view of the target customer. I was already thinking this way but didn’t quite have the framework down. Thanks again.”
“I’ve established a framework that helps our Product Leaders consider sales and customer outcomes in ways that are more portfolio-driven. It helps create value boundaries around products as well. It’s great to see practical training around these principles throughout the Product Management University curriculum!”
“I love the messaging framework because it forces us to think like a customer before we think about our products. John did a great job of personalizing his training to our markets and we walked out with a complete value dialogue for our newest product. It’ll be really easy to apply this framework to other products going forward. John is a great instructor and I highly recommend his training.”
YOUR INSTRUCTOR
Product Marketing & Career Success
My top priority is that you understand how to apply B2B product and portfolio marketing practices to your everyday job, your products and your markets. That's why we do it together in the classroom so you won't have to figure it out after the training.
ONE FRAMEWORK
ALL DISCIPLINES. COMPLETE ALIGNMENT!
That's the whole point of our Customer Outcome Framework. To keep all customer-facing disciplines aligned to the goals and priorities of your customers so that everyone can do their part to eliminate the obstacles. For product marketing, that means the story you're using to generate demand is the same story sales is using to sell the products.
