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  • Best Practices

    Use an icon and text to communicate the value proposition and share the specific benefits of your offering. What makes it unique in your market?

  • Downloadable Templates

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  • Video Interviews

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—Someone Awesome, Title at Company

"A short but powerful statement about how awesome this course is. A short but powerful statement about how awesome this course is."

—Someone Awesome, Title at Company

—Someone Awesome, Title at Company

"A short but powerful statement about how awesome this course is. A short but powerful statement about how awesome this course is."

—Someone Awesome, Title at Company

—Someone Awesome, Title at Company

"A short but powerful statement about how awesome this course is. A short but powerful statement about how awesome this course is."

—Someone Awesome, Title at Company

Curriculum

  • 1

    Welcome to the course

  • 2

    Defining the role and impact of product marketing

  • 3

    Master cross-functional collaboration

    • How product marketers and product managers can work together in harmony
    • Interview with a product manager
    • How product marketers can work in harmony with sales
    • Interview with a sales leader
  • 4

    Understanding customer types using personas

    • What are personas and why create them?
    • How to create powerful personas
    • How to use personas effectively
  • 5

    Identify buyer motivations using Jobs-to-be-Done

    • What is Jobs-to-be-Done and why does it matter?
    • How to develop Jobs-to-be-Done
  • 6

    Get ahead of the market using competitor research

    • Get ahead of the market using competitor research
    • Take part in the competitor conversation with versus landing pages
  • 7

    Create product positioning and messaging that resonates with the right customers

    • The difference between brands and products
    • Brand positioning and messaging
    • Product positioning and messaging
    • Create the right message at the right time
  • 8

    Quintessential product marketing assets

    • The anatomy of an effective product landing page
    • Gather customer testimonials for your messaging
  • 9

    Announce new features

    • Decide on your announcement priority and deliverables
    • Choose the best time to announce your feature
    • Craft your announcement message
    • Getting press for your announcement
    • Interview with a communications leader
  • 10

    Measure your efforts and optimize your strategy

    • Identify, measure, and optimize the right goal for every project
    • Quick and dirty on A/B testing
  • 11

    Course Resources

    • Common product marketing mistakes to avoid
    • Instructor office hours
    • Templates and PDFs
    • Glossary
  • 12

    Video Library

    • Interview with Sean McBride—Product at Google, Adobe, and Intercom
    • Interview with Russ Thau—Sales at Box, Intercom, and Envoy
    • Interview with Jennifer Kutz—Communications at Intercom, Tenor, and Google
    • Customer story example: How Xero uses Envoy
  • 13

    Course Wrap

    • Course wrap
    • Blogs, books, communities, tools, and more

Pricing

Meet your instructors

Raechel Lambert

Head of Product Marketing, Olivine

Raechel Lambert

Raechel leads product marketing strategy for Olivine. With a career that started in finance, she brings a unique analytical mindset with a focus on business goals to her creative work in marketing. She loves joining together teams across an entire organization to launch a brand new product. Prior to becoming a partner at Olivine, Raechel was a product marketer at Intercom and later worked as Director of Marketing for fintech startup Jirav.
Ashley Wilson

Founder, Olivine

Ashley Wilson

Ashley Wilson is the creator of Olivine Marketing. With 9 years of marketing experience in the SaaS / technology space, she loves helping companies establish strong positioning and using that as the foundation for marketing and sales efforts. Prior to starting Olivine, Ashley was an early employee at Sauce Labs.
Zara Burke

Content Strategist

Zara Burke

Content editor of The Essential Product Marketer's Guide.

  • Sean McBride

    Worked in product roles from designer, web developer, and product manager at Google, Typekit, Adobe and Intercom. Now he's an early-stage product leader at Range.

  • Russ Thau

    CEO & Co-founder of RedJay. Previously lead sales organizations during high-growth inflection points at Envoy, Intercom, Box, and Success Factors.

  • Jennifer Kutz

    Communications and Public Affairs at Google. Formerly Tenor, Intercom, and SwiftKey.

  • Sebastian Magoutier

    Head of SMB xProduct Activation at Google. Director of Product Marketing at Envoy. Head of Product Marketing for SMB Video at YouTube.

  • Jasmine Juame

    Jasmine leads the Platform PMM team at Intercom, taking their platform, apps, and bots to market, as well as building partnerships and the growing developer community. Before Intercom she was a product marketer at Brandwatch.

FAQ

  • Does this course offer a certification?

    No, this course does not offer a certification but it will provide you with tools and templates to start making an impact on your product's success today.

  • How long will I have access to the course?

    Your purchase comes with lifetime access to the course content and you will be notified when we make updates or add content to the course.

  • What is your refund policy?

    Because there is so much value packed into the course content and downloadable templates, we cannot issue refunds.