Product Marketing Online course for B2B software/tech
Go from 0 to product/market fit with our Product Marketing Online Course
We've built this Product Marketing Online rooted in the behavioral science of the innovation adoption lifecycle to help product marketers and founders in B2B software understand who to target, build a positioning strategy, and launch in a way that fits with market behaviors.
That's how Karan Singh, CEO & Founder of Omnia Consulting felt:
"Excellent course by Jose with tangible results! Thanks to the product marketing course guidance, we went from 0 to 30 product pilots in 1 month by pivoting the target use case for our new business intelligence saas product. This course has been instrumental in getting us closer to product/market fit."
AND also Bernard Mouton, Co-Founder at Layer 9 Labs [PaaS / SaaS]
"An absolutely eye-opening product marketing online course! We identified gaps in our website, value proposition and sales approach. Most importantly, we learned how to fix them in just 2 weeks. Now we have clear roadmpap and tools to launch our new product with more confidence and accelerate P/M fit. Plus learning tools like Sparktoro and Humanity AI to find early clients and market our product was just magical."
You think you have a great product, but who and why would buy it from you now?
After marketing +200 B2B tech/SaaS products over 30 years, we've found that go-to-market strategy and launch planning (aka product marketing) are the key missing parts to accelerate P/M fit.
By clarifying your product marketing:
- Your market will get what you do, how you do it, to whom, and why they should buy from you now.
- You'll be known in your industry without spending thousands on ADS and "growth hacks".
- Your early adopters will find you.
- You won't waste money on marketing and sales investments not aligned with your market stage.
- Product-market fit will be easier to achieve.
- You'll create a sustainable advantage by winning a specific market [because no matter how cool your tech is, it is easy to copy].
That's what we'll help you with during this 4-step product marketing online course:
✅ Reveal the positioning strategy of the highest opportunity — which market category, segments, and applications provide you with a differentiated, credible, and relevant positioning to win?
✅ Focus your ideal customer profile [ICP] — Once revealed how you should compete, it's about clearly defining your target, category, differentiation, needs you to solve, credibility statements, and market context.
✅ Optimize your positioning messages — What messages should you use in your pitches and web to be seen as a different, relevant, and credible provider?
✅ Amplify your reach — What is the optimal product launch sequence that will get the support of your market and industry?
All illustrated with real-world tech case studies:
- Stripe
- Wynter
- ConvertKit
- fathom.video
- Bodiguide
... with AI toolset to implement every step at x2 speed:
- Notion AI
- Humantic AI (find clients).
- Fathom AI (record, and transcribe research calls)
- Sparktoro (find your ecosystem of influencing players)
- Dovetail (record and classify all your research information)
- Wynter (ICP research and messaging testing)
... driven to action with a step-by-step workbook to build your product marketing strategy as you learn.
... and backed by the creators of the models of how humans accept and adopt innovations: Crossing The Chasm and Diffusion of Innovations.
What will you get if you complete this product marketing online course and the workbook?
✅ Clarity on where [segments/applications], how [product, messages], and why [differentiators, strengths, market ugency] you can sell more.
Along the course, you'll segment and score your market opportunities with an opportunity scoring method.
✅ A Definition of your Ideal Customer Profile
Define your ICP scenario with a mental model that describes the before and after. Detail your customer pains, outcomes, and goals you are helping them achieve.
✅ Differentiated key positioning messages to stand out in your communications.
You'll build a differentiated messaging platform, including:
- Problem Statement
- Top competitors
- Value Proposition
- Differentiators — Why you?
- Sense of urgency — Why now?
- Credibility statements — Why should I trust you?
- Positioning Statement
✅ A plan to validate your strategy or launch (depending on your stage)
You'll learn how to find and map the influencing ecosystem players in your market. Interview them to validate your strategy and product. Then, create an education strategy and launch sequence that incentivizes their support.
By doing this right, you'll get your market ready to amplify your launch, drive momentum and find early clients on your behalf.
✅ Faster time-to-market
We have put together proven mental models, tools, and specific B2B high-tech examples to give you higher speed and less uncertainty.
✅ Better informed decisions with the angle of Diffusion of Innovations and our proprietary methods on marketing for technology adoption.
Learn how to apply the Crossing The Chasm + Diffusion of Innovations models that predict how humans adopt innovations, create categories, and make buying decisions in tech - directly from the inventor of The Chasm model.
✅ All your product marketing strategy in a workbook to share with your team and drive internal alignment.
You'll complete all the previous outcomes in a workbook that you can share with your team, use as your north start or reutilize for your next product launches.
🔥 BONUS: Discount coupon with 100% of your payment for my live BootCamp. Check the live BootCamp here 🔥
If you join one of our BootCamp cohorts, this course will be virtually free for you! If you buy this course, you'll get a discount coupon with 100% of your payment in your inbox. Then you can use it when enrolling in our live BootCamp.
What other leaders in tech say about this course
Founders and product marketing leaders haverated the bootcamp version of this product marketing online course a 10/10 at Maven.
Reach us out!
-> Warren Schirtzinger - Sr. Partner & Strategy Principal at Predictable Innovation.
Creator of The Chasm Marketing framework, popularized in Crossing The Chasm book.
Warren is a market strategy pioneer. He first observed and created "The Chasm" innovation-adoption model in 1989, later popularized in "Crossing The Chasm" book.
He is an expert in the Diffusion of Innovations applied to technology commercialization. Warren has developed launch and mainstream strategies for 200+ products over 30 years with his methods.
Warren has helped commercialize and position products for Apple, Adobe, and Honeywell, among other brands and startups.
-> Jose Bermejo - Managing Partner at Predictable Innovation
Jose led go-to-market strategy, sales, business development, and partner teams as Chief Commercial Officer in the USA and Europe at B2B software companies, achieving 120% growth < 3 years and x3 EBITDA.
Jose is an entrepreneur who pioneered a disruptive real estate model in Spain, digitalizing the traditional model. He consults and works as a fractional executive for B2B tech startups and new products in the USA through Predictable Innovation Strategy — the consulting boutique where Warren and Jose offer their services.
Jose is a lifelong learner of management and strategy, with an MBA from a top-3 business school and a Harvard Disruptive Strategy certification.
He loves [a part of crushing his workout] helping innovators, product marketers, and founders transform an idea into a profitable business. His life's mission is pushing human progress forward by helping innovations succeed.
👉 Connect with me and ask me anything!
30-day money-back guarantee
If you watch all the videos while completing the workbook assignments in 30 days or less and feel you don't have a clearer vision of your new product marketing strategy, we'll give you 100% money back.
Here's what you'll unlock