$500

Product Marketing Masterclass

Course
69 Lessons

Do you want more growth?

This product marketing masterclass is for:

Founders wearing multiple hats, trying to fix their growth problems.
In-house marketers and sales execs who want to increase their startup's revenue.
Entrepreneurs looking to establish their marketing strategy.

Without a steady flow of customers who love your product, nearly every sale feels slow and transactional.

You’ve got a handful of paying customers using your product. (The product could be an online course, a SaaS tool, an app, or an eCommerce product… each applies to what I’m about to say). But you also know there has to be an easier way to get more customers who want your product.

And you lack the resources to acquire new customers cost-effectively at scale.

As a result, you’ve been asking yourself questions like:

“What’s the right messaging I need to attract the kind of customers I want?”
“How do I differentiate our product so we don’t look like every other competitor out there?”
“Where do I best invest our resources to reach new customers?”
“How do I turn potential customers (visitors or trial users) into paying customers?”
“How do I get enough data from customers to know how to develop our product?”

You have such an opportunity right now.

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What’s worse, perhaps you secretly fear if you don’t act fast enough, someone else will copy your product. And because they are smarter and better-funded, they’ll go-to-market faster than you can.

That’s why I created the Product Marketing Masterclass.

Introducing the Product Marketing Masterclass

The Product Marketing Masterclass is the system I used to help…

Decibite, a web hosting startup, double their annual recurring revenue (ARR +127%) in 6 months.
Klientboost, a PPC agency, get 20% more inbound client leads (with LTVs worth over $25,000).
Peniel Ranch, a Christian non-profit camp, double (+135%) their monthly traffic.
Maptive, a SaaS mapping tool, get over 21,000 visitors to an article, leading to 63 links to improve their search traffic.

I cannot guarantee you will get these numbers if you take the Product Marketing Masterclass.

You likely won’t get the same results, because the product you are marketing is:

...in a different niche (and maybe a different country).
...in a new market or a more mature market.
...an eCommerce product, a B2B/SaaS product, or an information product.

However, you can learn the principles I use in different industries, products, and markets.

In the off-chance there’s something you need to learn that’s a principle, I will work with you to create a new process.

What will you learn in the Product Marketing Masterclass?

Masterclass Content

Welcome!

Welcome to the Product Marketing Masterclass

Growth Ramp Roadmap Overview (New)

Module 1: Voice of the Customer Research

By the end of this module, you will understand your customers’ psychology. This includes beginning your voice of the customer (VOC) program.

Why is a VOC program important to your success?

In 2015, Aberdeen Group ran a survey on 207 businesses that collected VOC data. They compared the top 20% of businesses (“Best-in-Class”) with the bottom 80% (“All Others”).1

Here’s what they found:

Using VOC data allowed the Best-in-Class to retain 55% more customers too (87% vs 56%). Further, the Best-in-Class had 9.8x greater year-over-year revenue over the remaining 80% of businesses. (48.2% vs 4.9%).

Insights from customer research will give you the date you need to:

Attract the kind of customers you want by finding the right messaging.
Differentiate your product so you don’t look like every other competitor out there.
Turn potential customers (visitors or trial users) into paying customers by learning why they're stuck in the sales process.
Develop your product to improve word-of-mouth and reach new customers.
Get a steady flow of new customers by finding the right marketing channel(s) to focus on and ignore the rest.

In this module, you will learn how VOC data will help you to:

Improve the five areas of marketing: Acquisition, Activation, Retention, Referral, and Revenue. (Yes, “AARRR!!!” is also known as pirate metrics).
Feel confident about your messaging.
How to work backward from your current business challenge to an actionable solution. This includes how to...
1. Differentiate your product.
2. Understand your customers’ psychology to improve your messaging.
3. Turn visitors and trial users into customers.
4. Map your go-to-market strategy.
Know when to differentiate and when you want to copy your competitors.
Get customers more cost-effectively by improving your go-to-market strategy.

Customer Research Process Overview

Why Customer Interviews Are Important to Scaling Your Growth

Preview

Customer Research Preparation Procedure

Customer Research Survey Synthesis (Updated)

How to Prioritize Growth Opportunities From Customer Interviews

Preview

How to Increase Word of Mouth by Optimizing Product-Market Fit

Module 1: Customer Research Quiz

Put It Into Practice

Recommended Resources

Customer Research Feedback

Module 2: Positioning Strategy

At the end of this module, you’ll be able to give potential customers a more persuasive reason to buy your product over your competitors. This will improve your odds to win the sale compared to every other company out there.

Your customers already feel overwhelmed with options. Knowing what sets you apart from the competition will help you rise above the noise and make more sales.

This is commonly called a unique selling proposition. (Or “USP” for short).

A strong position will also increase your product’s perceived value too. This happens because some customers will pay a premium for a product that precisely solves their problem.

In this module, you will learn:

The foundation of a solid positioning strategy.
How to map the competitive landscape.
How to pick the optimal product category and niche.
How to create a strong value proposition.
How to turn a strong value proposition into a unique selling proposition (USP).
How to express your unique selling proposition (USP) in one bold concise statement like Domino’s, FedEx, or GEICO.

Positioning Strategy Process Overview

Finding Your Competitors Procedure

Market Research Procedure

Positioning Procedure

Value Proposition and USP Procedure

The Principles That Produce a Powerful Brand Name

How to Use Voice of the Customer to Create Copy That Converts

Recommended Resources

Put It Into Practice

Positioning Strategy Feedback

Module 3: Pricing Strategy

By the end of this module, you will know how much your customers will pay for your product. You will have also planned out your pricing strategy.

Why is pricing an important part of an effective growth strategy?

Very few marketers talk about monetization. Yet improving your price by 1% can increase your revenue almost 4x more than acquisition.2

Getting your pricing right will help you:

Increase the lifetime value of your customer.
Increase your sales conversions.
Feel confident that you priced your product to serve the right customers.

In this module, you will learn:

How to find a customer’s willingness to pay range.
What to price your product when your goal is market penetration, profit optimization, or profit skimming.
An overview of the eight monetization models.
The information to create your pricing strategy, which will cover:
1. Price Differentiation: For when you plan on charging a different price for different customer segments.
2. Price Floors: For when you plan on dropping your price.
3. Price Increases: For when you plan on increasing your price.
4. Price Endings: How you will present your price to reflect your brand.

Pricing Strategy Process Overview

Customers’ Willingness to Pay (WTP) Procedure

The 8 Major Monetization Models

Price Increase Overview

Price Differentiation Overview

Price Floors Overview

Price Endings Overview

Thoughts on Improving Your WTP Range

Recommended Resources

Put It Into Practice

Pricing Strategy Feedback

Module 4: Messaging and Buyer Psychology

At the end of this module, you’ll apply your message to your website and marketing materials to get more traffic, leads, and sales.

Are you having a difficult time getting potential customers to respond to your messaging?

You want to spread your message in a way that’s valuable to your customers. But for whatever reason, it’s not resonating.

That’s why you need to understand your customers and the buyer’s psychology.

(Image Source)

Messaging and Buyer Psychology Overview

Header Menu Navigation Bar Procedure

Call-to-Action (CTA) Links + Buttons Procedure

Creating Headlines Procedure

Creating the Hero Section Procedure

Adding Social Proof Procedure

Adding Customer Testimonials Procedure

Creating the Footer Section Procedure

Recommended Resources

Put It Into Practice

Messaging and Buyer Psychology Feedback

Module 5: Go-to-Market Strategy

By the end of this module, you will have a 90-day plan to create your first scalable marketing channel.

After it’s all said and done, you want more sales. You want something which becomes as simple as “pushing a button and making more sales.”

With the right go-to-market strategy, you could drive a few dozen leads right now. (That is, as long as you know your numbers).

The more growth you get, the more revenue you’ll receive. And the more revenue you receive, the more resources you can invest back into your company. You can use this money to hire more employees, increase your marketing budget, or improve your product.

But before you start to run, you need to know where you are running to. Otherwise, you’re more likely to miss your destination.

That’s where your go-to-market strategy comes into play.

In this module, you will learn:

How to set marketing goals.
The pros and cons of a product launch.
How to use your competitors’ brand to get new customers.
The 5 stages of customer psychology. This will make it easier to target customers at every stage of the buyer journey.
The 12 core marketing channels. Each lesson will include simple tests to get new customers. You’ll also learn how to find short-term gains which can create long-term results (even for “slower” channels like content marketing and SEO).
The pros and cons of each marketing channel.
How to progressively scale each marketing channel.

Go-to-Market Strategy Process Overview

The 5 Stages of the Buyer Journey Overview

Stage 1 - Most-Aware Prospects

Stage 2 - Product-Aware Prospect

Stage 3 - Solution-Aware Prospect

Stage 4 - Problem-Aware Prospects

Stage 5 - Unaware Prospects

Risk vs Reward: Two Formulas to Help You Navigate Uncertainty

Prioritizing Your Marketing Channels

How to Keep Your Focus While Scaling Your Marketing Overview

The Competitor Scaling Matrix Procedure

Finding Product-Market Fit Procedure

Recommended Resources

Benchmarks

Put It Into Practice

Go-to-Market Strategy Feedback

Bonus Module: Email Outreach

By the end of this module, you will have a system to create automated email sequences.

I’ve used the step-by-step cold email process you will learn to:

Get interviews on Inc, Entrepreneur (x2), and USA Today.
Connect with influencers who brought over 21,000 visitors to an article, leading to 63 links to improve their SEO.
Create original research, which resulted in 430 links in six months.

Mastering cold email outreach will give you the opportunity to:

Connect with more customers to get the data you need to accelerate your growth.
Land more product demos with sales prospects.
Pitch VCs to invest in your startup.
Get more traffic and leads by partnering with influencers, affiliates, and companies in your niche.
Appear in news publications like Forbes, Inc, Entrepreneur, Mashable, TechCrunch, or dozens of other media outlets.

If someone has an email and you would like to connect with them, email outreach is an excellent opportunity to do so.

In this module, you will learn:

The principles I use to get 20-40% reply rates at scale. (I’ve emailed 1,513 people and got a 42.4% reply rate. Another time I emailed 2,015 individuals and had a 36.9% reply rate).
The behind-the-scenes process of a good follow-up system.
How to create email sequence templates, including the right “verbiage” for the request.

Email Outreach Process Overview

The Psychology and Principles of Email Outreach

Preview

Email Outreach Sequence Procedure

Following Up With Leads Procedure

How to Set Up Mailshake Procedure

How to Set up Whereby and Calendly Procedure

Recommended Resources

Put it Into Practice

Email Outreach Feedback

The Product Marketing Masterclass Outline

The Product Marketing Masterclass gives you lifetime access to the system I use at Growth Ramp to help our clients scale growth faster.

This masterclass also includes everything I use for creating the Growth Ramp Roadmap, a service I charge clients $6,000-$12,000.

There are five core modules in this masterclass:

Customer Research
Positioning Strategy
Messaging and Buyer Psychology
Pricing Strategy
Go-to-Market Strategy
Bonus: Based on customer feedback, there is a bonus module on doing cold email outreach at scale.

In each module, you will have a mini-project to apply what you learn to the product you’re marketing.

This way, you can do that “thing you’ve wanted to do for months” because this masterclass is biased towards action, not just information. And after creating your project goals, you’ll start getting actual results fast. (Yes, this will also work for “slower” channels like SEO).

You will also receive the scripts, templates, docs, and benchmarks I use.

I’m not going to give you a bunch of exercises and workbooks which feels productive, but doesn’t help. To keep it authentic, everything I assign comes from the exact exercises I use at Growth Ramp.

This will give you the structure and safety you need to succeed. It will also give you the clarity to know when you’re ready for the next module.

Here is a detailed outline of the masterclass...

Module 1: Customer Research

By the end of this module, you will understand your customers’ psychology. This includes beginning your voice of the customer (VOC) program.

Why is a VOC program important to your success?

In 2015, Aberdeen Group ran a survey on 207 businesses that collected VOC data. They compared the top 20% of businesses (“Best-in-Class”) with the bottom 80% (“All Others”).1

Here’s what they found:

In this module, you will learn how VOC data will help you to:

Improve the five areas of marketing: Acquisition, Activation, Retention, Referral, and Revenue. (Yes, “AARRR!!!” is also known as pirate metrics).
Feel confident about your messaging.
How to work backward from your current business challenge to an actionable solution. This includes how to...
1. Differentiate your product.
2. Understand your customers’ psychology to improve your messaging.
3. Turn visitors and trial users into customers.
4. Map your go-to-market strategy.
Know when to differentiate and when you want to copy your competitors.
Get customers more cost-effectively by improving your go-to-market strategy.

This module will answer questions like:

What messaging will attract the kind of customers I want?
How do we get more leads from those who have no relationship with us?
How do I convince my customers to buy my product?
How do I understand my target market? How do I get more of the correct customers?
What should I think about my marketing strategy? How do I focus on what’s important and eliminate what’s not important?
How do I find out “what do I don’t know that I don’t know” about my customers?

1 Minkara, Omer. The Business Value of Building a Best-in-Class VOC Program. Apr. 2015, http://meritdirectlistmanager.com/creative/aberdeen/10449-RR-VoC-business-value.pdf.

Module 2: Positioning Strategy

At the end of this module, you’ll be able to give potential customers a more persuasive reason to buy your product. This will improve your odds to win the sale compared to every other company out there.

Your customers already feel overwhelmed with options. Knowing what sets you apart from the competition will help you rise above the noise and make more sales.

This is commonly called a unique selling proposition. (Or “USP” for short).

A strong position will also increase your product’s perceived value too. This happens because some customers will pay a premium for a product that precisely solves their problem.

In this module, you will learn:

The foundation of a solid positioning strategy.
How to map the competitive landscape.
How to pick the optimal product category and niche.
How to create a strong value proposition.
How to turn a strong value proposition into a unique selling proposition (USP).
How to express your unique selling proposition (USP) in one bold concise statement like Domino’s, FedEx, or GEICO.

This module will answer questions like:

Am I turning customers away that I could help make some money as I help them?
Is there enough business if I niche down “this far?”

Module 3: Pricing Strategy

By the end of this module, you will know how much your customers will pay for your product. You will have also planned out your pricing strategy.

Why is pricing an important part of an effective growth strategy?

Very few marketers talk about monetization. Yet improving your price by 1% can increase your revenue almost 4x more than acquisition.2

In this module, you will learn:

How to find a customer’s willingness to pay range.
What to price your product when your goal is market penetration, profit optimization, or profit skimming.
An overview of the eight monetization models.
The information to create your pricing strategy, which will cover:
- Price Differentiation: For when you plan on charging a different price for different customer segments.
- Price Floors: For when you plan on dropping your price.
- Price Increases: For when you plan on increasing your price.
- Price Endings: How you will present your price to reflect your brand.

This module will answer questions like:

How do I find the right price for my product?
How do I raise my prices without losing customers?
How do I decrease my prices without hurting my brand?

2 McBride, Jordan T. “Monetization Matters for SaaS Growth.” Price Intelligently, 11 Feb. 2016, https://www.priceintelligently.com/blog/monetization-matters-for-saas-growth.

Module 4: Messaging and Buyer Psychology

At the end of this module, you’ll apply your message to your website and marketing materials to get more traffic, leads, and sales.

Are you having a difficult time getting potential customers to respond to your messaging?

You want to spread your message in a way that’s valuable to your customers. But for whatever reason, it’s not resonating.

In this module, you will learn how to:

Turn customer interviews into lead-generating social proof (through reviews, testimonials, and the like).
Create a home page to increase conversions. This means directing visitors in different stages of the customer journey to the right page.
Create comparison landing pages to educate customers to buy your product over a competitor’s product.
Create a pricing page which helps potential customers buy the right plan.
Create product feature pages to communicate the full value of your product.

This module will answer questions like:

What’s that “in” to connect with our customers to improve our marketing return on investment?
How do I apply the customer messaging to my website and marketing collateral to attract the kind of customers I want?

Module 5: Go-to-Market Strategy

By the end of this module, you will have a 90-day plan to create your first scalable marketing channel.

After it’s all said and done, you want more sales. You want something which becomes as simple as “pushing a button and making more sales.”

With the right go-to-market strategy, you could drive a few dozen leads right now. (That is, as long as you know your numbers).

But before you start to run, you need to crawl. That’s where your go-to-market strategy comes into play.

In this module, you will learn:

How to set marketing goals.
The pros and cons of a product launch.
How to use your competitors’ brand to get new customers.
The 5 stages of customer psychology. This will make it easier to target customers at every stage of the buyer journey.
The 12 core marketing channels. Each lesson will include simple tests to get new customers. You’ll also learn how to find short-term gains which can create long-term results (even for “slower” channels like content marketing and SEO).
The pros and cons of each marketing channel.
How to progressively scale each marketing channel.

This module will answer questions like:

How do I increase the flow of traffic and new customers?
How do I find more of the right customers?
How can I find the best acquisition channel?
How do I better track our ROI? How do I measure the success of my marketing campaigns? How do I do reporting and how often should I do it?
How do I increase word-of-mouth?
What should I focus on when scaling my marketing?

Bonus Module: Email Outreach

By the end of this module, you will have a system to create automated email outreach sequences.

Want to email customers, leads, or free trial users to improve your conversions?

Want to pitch journalists and bloggers about your product launch? Or let influencers know about your latest article?

Want to email potential investors to raise your next round of funding?

If someone has an email and you would like to connect with them, email outreach is an excellent opportunity to do so.

In this module, you will learn:

The principles I use to get 20-40% reply rates at scale. (I’ve emailed 1,513 people and got a 42.4% reply rate. Another time I emailed 2,015 individuals and had a 36.9% reply rate).
The behind-the-scenes process of a good follow-up system.
How to create email sequence templates, including the right “verbiage” for the request.

This module will answer questions like:

How do I send emails that people want to respond to?
How do I email customers to do a customer interview?

What outcomes should I expect after taking the Product Marketing Masterclass?

By the end of this masterclass, you will receive...

Customer Research: An understanding of your customers’ psychology. This includes how to improve your messaging and how to create customer personas to increase sales.
Positioning Strategy: Clarity on how to differentiate your business from every other company out there. You’ll be able to do this with a strong value proposition and ideally, a unique selling proposition (USP). This module includes a step-by-step process to express your USP in one bold concise statement. (Just like Domino’s, FedEx, or Geico’s USP). You’ll also have a list of your competitors and what you can do to win the sale in a head-to-head comparison.
Messaging and Buyer Psychology: The ability to apply your message to your website and marketing materials to get more traffic, leads, and sales. This includes how to create a home page, how to create a pricing page, how to create a product page, and an overview of good and bad social proof.
Pricing Strategy: Knowledge of how much your customers will pay for your product. This module includes over 40 questions to establish your pricing strategy.
Go-to-Market Strategy: A cost-effective path to getting new customers. You will have a 90-day plan to find your first scalable marketing channel. You’ll also get clarity on your marketing metrics. This will allow you to better estimate the ROI of each marketing channel.

This masterclass includes everything I use for the Growth Ramp Roadmap, a service I charge clients a minimum of $6,000.

Is the Product Marketing Masterclass right for you?

The product marketing masterclass isn’t for everyone.

You will benefit from taking this masterclass if...

1. You have customers, but need to increase the flow of customers.

Wouldn’t it be great if “your phone would ding more often saying, ‘New customer! New customer!’”? Unfortunately, your growth is not where you want it to be.

You likely fall in one of two camps:

You need to improve top-of-funnel awareness and want to get your names in front of more customers.
Your conversions are quite low and you want to increase it.

If that’s you, this masterclass is for you.

2. You feel your product and website look like every other company in your market.

You want a bold and concise statement to get more customers (a unique selling proposition). But you’re unsure how to get that USP step-by-step.

If that’s you, this masterclass is for you.

3. You want to improve your messaging.

Perhaps you lack confidence about the messaging on your website and marketing. You may also lack clarity on who your target customer is to start getting more customers at scale.

If that’s you, this masterclass is for you.

4. You are unsure if your price point is where it should be.

You guessed at the price of your product. Or you priced it artificially low to get more customers. You are guessing a lower price will get you more customers to give you more data.

If that’s you, this masterclass is for you.

This masterclass is not designed for you if…

1. You have no customers or users, only an idea.

The Product Validation Masterclass is a separate masterclass I'd like to create in the future. If I do create this masterclass, it will help you grow from an idea to getting your first paying customers.

If you have a product and some users, this masterclass will help you establish your positioning, pricing, and go-to-market strategy.

The Product Marketing Masterclass is for those with a product with paying customers and looking to scale their growth. The focus is to transition your business from transactional sales to finding customers at scale.

If you only have an idea, this masterclass is not for you.

2. You want to offer a service and only have an idea.

If you want to improve your product marketing skills for your current clients, this masterclass will help you. But it will not help you if you do not have clients.

Some principles in this masterclass will apply to service-based businesses. I use this process for my agency. That said, the program material is designed towards software products than services.

If you are smart enough to take the principles I teach and apply to a service, this masterclass is for you. Otherwise, this masterclass may not be ideal for you.

3. You are starting from scratch on how to do every marketing channel.

This masterclass will give you the nuts-and-bolts of getting traction on every marketing channel. You'll learn how to test and measure your marketing channels to get results.

But it won't cover every detail on how to do every channel successfully. Some of these topics may become future masterclasses. That said, there are a few how-to resources in the library to help you fill in the gaps.

Further, if you are comfortable with one marketing channel, you should likely double down on this channel before considering another channel.

What makes the Product Marketing Masterclass different from other alternatives?

My goal is for you to complete the Product Marketing Masterclass by applying it to the product you are working on.

Online course rates are tragically low. Only 6% of all HarvardX open online course registrants earn a certificate. (3)

To change this, I’ve created the Product Marketing Masterclass on three distinctions:

Implementation over theory. Throughout the masterclass, you will put the information you learn into action to improve your product. There are deadlines for you to do the work, because “What can be done at any time, often gets done at no time.”
Repeatable processes simplified step-by-step. Everything you will learn in this masterclass comes from proven processes I’ve tested. Yes, your business is unique. But the principles are true in different industries, ages, countries, and niches. In the off-chance there’s something you need to learn that’s a principle, I will work with you to create a new process.
A library of resources, guidelines, and benchmarks from real companies. Like everything you find at Growth Ramp, every lesson will contain a wealth of outside resources that I consult. My goal is to consolidate and distill isolated articles, videos, and books on product marketing into one place.

If you do the work on time, you’ll also receive personalized feedback on all homework assignments.

Finally, when you complete the masterclass, you’ll receive an one hour strategy call with me. This will give you the opportunity to take what you’ve been working on to the next level.

(3) Reich, Justin. Reconsidering MOOC Completion. HarvardX, harvardx.harvard.edu/reich_12814.

Couldn't I find this material online for free?

Yes and no.

You can find the majority of the principles on the Growth Ramp blog. The value of the Product Marketing Masterclass is:

You have a clear system you can follow step-by-step.
You will be able to visualize everything.
It’s easier to find the information, guidelines, and benchmarks you need.

The Product Marketing Masterclass will speed up your learning by giving you an end-to-end system.

Search works to eventually get what you want from other sources. But it’s also a giant rat’s nest.

Some articles and videos are helpful. Unfortunately, some write these articles to rank in Google. They’re not by practitioners who’ve been in the trenches. (The same goes for videos, webinars, and other forms of content).

Here’s a simple to compare the MBA-level education Growth Ramp offers:

Have plenty of time, but no money? Read the Growth Ramp articles for free.
Have some time and some money? Or prefer to DIY? Invest in the masterclass.
Have little time and more money? Invest in Growth Ramp’s services.

How is the Product Marketing Masterclass different from other online courses?

If you’re like me, you may be a little skeptical of buying another online course. I’ve invested over $5,700 in online courses. Sadly almost all were “vaporware” courses.

One course was from a guru who made it big with a New York Times bestselling book. Unfortunately, that’s not easily repeatable.

Another course I bought was from an influencer who had a repeatable system. However, this course lacked a simple way to implement what I learned in my own business.

Everything you will learn in this masterclass is the exact system I’ve tested.

As you see in the section on who the masterclass is for, this program isn’t designed for everyone. If you’re not a fit, I don’t want your money.

Meet Your Instructor

Jason Quey, CEO and Founder of Growth Ramp

Hey, I’m Jason. I’m a product marketing practitioner on mission to help entrepreneurs eliminate the business failure rate through predictable scaling.

I’ve made money for clients like...

I’ve been interviewed for articles on:

My advice has been referenced in:

And now I’m breaking down the product marketing principles behind the success of companies like these to help you scale your growth faster.

$500

Product Marketing Masterclass

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