Loved: How to Rethink Marketing for Tech Products

  • 6h 56m 24s
  • Martina Lauchengco
  • Gildan Media
  • 2022

The best products can still lose in the marketplace. Why? They are beaten by stronger product marketing. Yet, product marketing is widely misunderstood. It includes segmenting and targeting customers, positioning products vs. alternatives, creating product collateral, and supporting sales teams. But great product marketing achieves much more: it identifies the best way to bring your product to market, accelerates your product's ability to penetrate markets over time, shapes what the world thinks about your product and your category, and inspires customers to tell your product's story. Loved explains the foundational principles of best-in-class product marketing for product teams, marketers, founders, and any leader with a product and a vision.

The third book in the bestselling series including Inspired and Empowered, from Silicon Valley Product Group, Loved distills decades of lessons gleaned from working with hundreds of companies to show you: the centrality of product marketing to any product's success; the key skills and actions required to do it well; the four foundational principles of product marketing and how to implement them; how to hire, lead, and organize product marketing; how product marketers optimize crucial collaboration with other functions; and tools and agile marketing practices that help simplify and elevate product marketing.

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

In this Audiobook

  • Introduction: My Story
  • Chapter 1 - When David Beats Goliath
  • Chapter 2 - The Fundamentals of Product Marketing
  • Chapter 3 - Ambassador
  • Chapter 4 - Strategist
  • Chapter 5 - Storyteller
  • Chapter 6 - Evangelist
  • Chapter 7 - Strong Product Marketing
  • Chapter 8 - How to Partner with Product Management
  • Chapter 9 - How to Partner with Marketing
  • Chapter 10 - How to Partner with Sales
  • Chapter 11 - Discovering and Rediscovering Market Fit
  • Chapter 12 - Product Marketing in the Age of Agile
  • Chapter 13 - The Metrics That Matter
  • Chapter 14 - When Strategy Guides Product Go-to-Market
  • Chapter 15 - What the iPhone Shows Us About Adoption Life Cycles
  • Chapter 16 - The Brand Lever
  • Chapter 17 - The Pricing Lever
  • Chapter 18 - Marketing When It’s Not About Product
  • Chapter 19 - The One-Sheet Product Go-to-Market Canvas
  • Chapter 20 - Understanding in Action: Real Marketing Plans
  • Chapter 21 - Discover Your Position
  • Chapter 22 - How to Listen and Connect
  • Chapter 23 - Understanding in Action: Netflix and Zendesk
  • Chapter 24 - The Balancing Act
  • Chapter 25 - The One-Sheet Messaging Canvas
  • Chapter 26 - Leading and Transforming Product Marketing
  • Chapter 27 - How to Hire Strong Product Marketing Talent
  • Chapter 28 - How to Guide a Product Marketing Career
  • Chapter 29 - Product Marketing by Stage
  • Chapter 30 - Mature Company Inflection Points