
Overview
In today’s competitive market, buyers won’t purchase your product if they don’t understand what it is and how it can make their lives easier. Product Marketing translates features and benefits into valuable impact statements so that your ideal buyer understands and wants to buy what you are selling.
This course will teach how Product Marketing enables companies to grow and what core functions Product Marketing executes, such as positioning, messaging, and sales enablement. You will learn to identify and approach those core functions and apply them to your business and growth strategy. Whether you have a three, six, or 12-month sales cycle, you’ll be able to use what you learn to prioritize what’s most important and effective for you.

Designer
Leanna Adeola is a Principal of Product Marketing and Brand Strategy at Innovatemap. With nearly 15 years of marketing experience, she doesn’t just establish brands; she amplifies them. Leanna guides Innovatemap’s product marketers with this vision so they can help clients identify and refine who they are and how they’ll reach the right audience.
Information
About
In this course, learn the Product Marketing Fundamentals that will help you better relay your product’s value to your potential customers. Students will discuss the fundamentals, core functions, positioning, and sales enablement.
Who Should Enroll
This course is designed for leaders looking to drive measurable results by evaluating your product’s product marketing foundation.
This course is also recommended for leaders of revenue, marketing, sales, demand generation, and individuals responsible for making sure your ideal buyers know about your product and understand why it’s valuable so that they buy it.
Impact
By the end of this course, you will be equipped with the knowledge and skills to:
- Positively impact business metrics across all areas of the customer lifecycle
- Reduce top-of-funnel costs by increasing visitor to free trial conversion and decreasing customer acquisition cost (CAC)
- Retain and engage more users by increasing your net promoter score (NPS)
- Improve product adoption rate and increase time to value
- Prioritize the right tools to do more with limited resources, and work successfully with your product marketing teams
Why Enroll
You are losing customers if your messaging is not accurately speaking to the pain they feel and how your product can make their lives easier. Product Marketing translates features and benefits into valuable impact statements so that your ideal buyer understands and wants to buy what you are selling.
Curriculum
Session #1
Part I: What Product Marketing is and Why it Matters
Part II: The Core Functions of Product Marketing
By the end of this class, you will be able to:
- Apply your understanding of Product Marketing Fundamentals to Leanna’s Product Marketing Methodology so you can begin to discover buyer pains, priorities, and potential product marketing fixes
Session #2
The Function of Positioning: How to Identify the Need For It and How to Approach It
By the end of this class, you will be able to:
- Review your funnel to determine if you need to reposition your product
- Use your understanding of positioning to create successful messaging and go-to-market activations
Session #3
The Function of Sales Enablement: How to Identify the Need for It and How to Approach It
By the end of this class, you will be able to:
- Build and create sales enablement resources that resonate
- Improve your existing enablement assets
Frequently Asked Questions
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This course is included in the cost of a Pavilion Membership.
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At this time, this course is open to Pavilion Members only. Apply to join Pavilion to enroll.
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Due to this course being offered On Demand, you can enroll at any time.
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Applications for the live version of this course are currently closed. However, you can enroll On Demand at any time.
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Due to this course being offered On Demand, you can participate at your own pace.
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We ONLY provide Executive Members the opportunity to receive certificates in On Demand offerings, and currently only offer certificates for the following Executive-level offerings:
- CRO School
- CMO School
- Enterprise GTM School
For Associate Members, we currently do not provide certificates for completing any On Demand offerings. If you’d like to receive a certificate for any of our programs, we encourage you to join one of our upcoming live programs.