Positioning and messaging fundamentals

Positioning and messaging fundamentals

What you’ll learn

• Core principles of positioning

• How to identify your product’s unique position

• Creating impactful messaging

• Rolling out positioning & messaging

• Lifetime access to templates & frameworks

• The art & science of storytelling

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Description

Positioning and messaging are core components not only of the product marketing role, but the success of any company.

If you can’t define and articulate your product’s unique value, a copywriter can write the most compelling copy in the world, but it won’t sell. A sales rep can give the most convincing pitch, but it won’t work. Marketing can send endless emails, but they won’t convert.

The wrong positioning and messaging can drag everyone’s performance down, but the right combination can propel it - exponentially.

With incredible insights from positioning maestro April Dunford throughout, this course has been designed to ensure you’re hitting the mark each and every time, and making a real impact on your product and org’s performance.

Once you’re enrolled, you’ll unlock access to 2+ hours of:

• Instructor-led presentations on everything from how to approach positioning and create impactful messaging, to getting other departments bought in and the art of storytelling.

• In-depth guest footage from product marketing experts from organizations and individuals like April Dunford, Pluralsight, SurveyMonkey, and more.

• Industry-standard, tried + tested templates and frameworks to set you up for success.

• Discounts for continued professional PMM development & product marketing certification opportunities.

Who’s this course for?

This course is built for anyone involved in the critical process of defining a product’s positioning and messaging.

If you’re a product marker, it’ll equip you with only essential content and case studies to guide you through both processes and ensure your current (or future) positioning and messaging are always on point.

Brand new to product marketing? Or looking to transition into the role? By the end of this course, you’ll walk away with an incredible understanding of both, enabling you to hit the ground running and impress your interviewers.

Others in your org not understanding the importance of positioning and messaging? Put them through this course and they’ll be bought in, in no time, and truly understand the impact and value of your work.

Why pick Product Marketing Alliance?

We're home to the world's largest community of product marketers. By a long stretch.

Everything we do's centered on the very latest trends, practices and demands we see in our community, so you know you're only working off cutting-edge info.

Plus, with PMMs at orgs like Google, Microsoft, LinkedIn, Lyft and Adobe in our network, you know you're working off the very best, tried and tested formulas.

Who’s this course for:

• Product marketing

• Product management

• Marketing

• Sales enablement

• Content marketing

• Founders

All the frameworks, skills, & advice you need to forge a career in product marketing. | Positioning Certificate

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What you will learn

• Positioning fundamentals
• Messaging fundamentals
• Positioning framework

Rating: 4.25

Level: Beginner Level

Duration: 2.5 hours

Instructor: Richard King