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Loved
How to Rethink Marketing for Tech Products
Series: Silicon Valley Product Group
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Loved
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
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Description
Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, Loved shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company.
The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between "also-ran" products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story.
Part of the bestselling series including Inspired and Empowered, Loved explains the fundamentals of best-in-class product marketing for product teams, marketers, founders, and any leader with a product and a vision.
Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make Loved the definitive guide to modern product marketing.
With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you:
- The centrality of product marketing to any product’s success
- The key skills and actions required to do it well
- The four fundamentals of product marketing and how to apply them
- How to hire, lead, and organise product marketing
- How product marketers optimise crucial collaboration with other functions
- One-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing
Loved is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.
Series: Silicon Valley Product Group
View all-
Inspired
Inspired by Marty Cagan is an essential guide for anyone involved in the conception, development, and delivery of outstanding technology products. The book delves into the secrets behind the unparalleled success of tech giants like Amazon, Google, Facebook, Netflix, and Tesla. Detailing the distinct approaches these companies employ, Cagan reveals how they design and deploy products that captivate and engage...Hardback$6200Unit price /UnavailableAvailableShips in 3-4 weeks -
Transformed
Help transform your business and innovate like the world's top tech companies! In INSPIRED, product thought leader Marty Cagan revealed the best practices and techniques used by the top product teams operating in the product model. Next, EMPOWERED shared the best practices and techniques used by the top product leaders to provide their teams with the kind of environment they...Hardback$7000Unit price /UnavailableIn StockShips Monday -
Loved
Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, Loved shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company. The best products can still lose in the marketplace. Why? They are beaten...Hardback$6899Unit price /UnavailableIn StockShips Monday -
Empowered
What is it about the top tech product companies such as Amazon, Apple, Google, Netflix, and Tesla that enables their record of consistent innovation? Most people think it’s because these companies are somehow able to find and attract a level of talent that makes this innovation possible. But the real advantage these companies have is not so much who they...Hardback$6099Unit price /UnavailableIn StockShips Monday
Book Details
INFORMATION
ISBN: 9781119703648
Publisher: John Wiley & Sons Inc
Format: Hardback
Date Published: 11 April 2022
Country: United States
Imprint: John Wiley & Sons Inc
Audience: General / adult
DIMENSIONS
Spine width: 31.0mm
Width: 160.0mm
Height: 231.0mm
Weight: 499g
Pages: 288
About the Author
MARTINA LAUCHENGCO is the product marketing partner at Silicon Valley Product Group and a partner at Costanoa Ventures, a boutique early-stage venture capital firm. Martina worked at Microsoft and Netscape, two of the most formative tech companies of all time, before advising startups and Fortune 500 companies. A lecturer in the engineering graduate program at UC Berkeley, her work has been featured in TechCrunch and VentureBeat.
Martina received her BA and MA from Stanford University. An avid cyclist, runner and snowboarder, she lives in San Francisco with her husband and two children.
Twitter: @mavinmartina
LinkedIn: martinalauchengco
Martinalauchengco.com
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