Loved: How to Rethink Marketing for Tech Products (Hardcover)

Loved: How to Rethink Marketing for Tech Products By Martina Lauchengco Cover Image

Loved: How to Rethink Marketing for Tech Products (Hardcover)


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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 organize product marketing
  • how product marketers optimize 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.

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

Product Details ISBN: 9781119703648
ISBN-10: 1119703646
Publisher: Wiley
Publication Date: April 12th, 2022
Pages: 288
Language: English