Product Marketing Masterclass
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Welcome!

Welcome to the Product Marketing Masterclass
Growth Ramp Roadmap Overview (New)
Module 1: Voice of the Customer Research

Customer Research Process Overview
Why Customer Interviews Are Important to Scaling Your Growth
Customer Research Preparation Procedure
Customer Research Survey Synthesis (Updated)
How to Prioritize Growth Opportunities From Customer Interviews
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

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

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

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

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

Email Outreach Process Overview
The Psychology and Principles of Email Outreach
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

Why Customer Interviews Are Important to Scaling Your Growth