If you’re a product marketing manager looking to enhance your skills and stay ahead in the dynamic world of product promotion, these highly recommended books should be on your reading list. From strategic frameworks to practical insights, these top picks cover a wide range of topics to help you master the art and science of product marketing. Let’s dive in!
Obviously Awesome – April Dunford
In Obviously Awesome, April Dunford shares her expertise on positioning products for success. This book provides a step-by-step approach to defining and communicating unique value propositions that resonate with customers. Whether you’re launching a new product or revamping your marketing strategy, Dunford’s insights will help you stand out in a crowded market. The Kindle version is available for $7.00, while the paperback is priced at $15.95.
MisUnderstood – Product Marketing Alliance
MisUnderstood by Product Marketing Alliance focuses on ensuring internal stakeholders understand the value of the product marketing role. This comprehensive guide explores effective communication strategies and techniques to align cross-functional teams and unlock the full potential of product marketing. Get ready to elevate your influence within your organization with this impactful resource.
Loved: How to Rethink Marketing for Tech Products – Martina Lauchengco
Martina Lauchengco’s Loved: How to Rethink Marketing for Tech Products offers valuable insights into creating successful marketing strategies for technology products. Lauchengco explores the intersection of technology and emotion, guiding product marketers on how to build meaningful connections with customers. The Kindle format is available for $27.74, and the hardcover version can be purchased for $32.23.
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers – Geoffrey Moore
In Crossing the Chasm, Geoffrey Moore provides a framework for marketing and selling disruptive products to mainstream customers. With updated examples and case studies, this third edition offers valuable insights for navigating the challenges of scaling a product and achieving widespread adoption. The book is available in Kindle format for $16.99, paperback for $15.98, hardcover for $48.93, and spiral-bound for $32.60.
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content – Ann Handley
Everybody Writes by Ann Handley is a go-to guide for creating compelling and effective content. This book covers everything from writing engaging blog posts to crafting persuasive copy. Whether you’re a seasoned writer or just starting your content marketing journey, Handley’s practical tips and actionable advice will help you create ridiculously good content. You can purchase the hardcover version for $12.49 or the MP3 CD format for $14.99.
Key Takeaways:
- Master the art of positioning with “Obviously Awesome” by April Dunford.
- Unlock the value of product marketing within your organization with “MisUnderstood” by Product Marketing Alliance.
- Rethink marketing for tech products and build meaningful connections with “Loved” by Martina Lauchengco.
- Navigate the challenges of disruptive products with “Crossing the Chasm” by Geoffrey Moore.
- Create ridiculously good content with “Everybody Writes” by Ann Handley.
These highly recommended books will provide you with valuable insights and strategies to excel in your product marketing career. Whether you’re a seasoned professional or just getting started, these resources will help you stay ahead in a competitive market.
Obviously Awesome – April Dunford
April Dunford is a renowned positioning guru, and her book, Obviously Awesome, is a must-read for anyone looking to excel in product marketing. Endorsed by notable industry professionals such as Abhinav Asthana, Lindsay Padrino, and Bruno Aziza, Dunford’s approach to positioning has received widespread acclaim from industry leaders like Paul Doyle, Nick Francis, and Bryan Sise.
In Obviously Awesome, Dunford provides practical tools that help entrepreneurs and marketers navigate the complex world of product positioning. With the Positioning Canvas, reference Positioning flow, messaging document template, and Styles of Positioning reference card, Dunford equips readers with the necessary resources to develop effective positioning strategies.
The book’s key learnings include breaking positioning down into five component pieces, understanding the relationship between these pieces, determining a product’s unique value, choosing the best market, and leveraging market trends. By following the 10 steps outlined in Dunford’s book, teams can develop a quick and easy reference guide on positioning, fostering clarity, consensus, and confidence within the company.
Dunford’s emphasis on defining competitive alternatives, key unique attributes or strengths, value, best fit buyer profiles, and market context sets her practical approach apart from other conceptual works like Blue Ocean Strategy. It highlights the need for actionable frameworks in marketing and business strategies, making Obviously Awesome a valuable resource for entrepreneurs and marketers alike.
April Dunford’s involvement in marketing and business spans over 15 years, evident from the author’s discovery of Dunford’s website on startups and startup marketing 15 years ago. This extensive experience and expertise make her book a trusted guide for positioning strategies.
Recognized as one of the top 10 business reads of all time, Obviously Awesome stands out for its practicality and effectiveness. The author’s recommendation and the success of a positioning and messaging workshop based on Dunford’s approach further solidify the book’s value in real-world application.
Interestingly, Dunford overcame obstacles during the book’s publication journey. Her original manuscript was three times longer before editing, and traditional publishers expressed concerns that it was too short. Undeterred, Dunford self-published the book, ensuring its concise yet comprehensive nature. The book is specifically designed to be exactly as long as needed for startup founders to finish during a cross-country flight.
To support her book, April Dunford has conducted more than 40 talks and engaged in customer discovery interviews with 50 startup founders. Her dedication to sharing her expertise and empowering others further establishes her credibility as a positioning guru.
Overall, Obviously Awesome is a game-changing resource that equips readers with practical tools and actionable insights to position their products for success in a competitive market.
MisUnderstood – Product Marketing Alliance
The Product Marketing Alliance, a leading organization in the field, has released an insightful book called “MisUnderstood.” This highly anticipated book aims to help individuals within product marketing roles gain confidence and establish their value in their organizations.
Product Marketing Alliance has grown to over 60,000 members in just two years, making it a trusted community for product marketers around the world. The alliance offers multiple accredited certifications, ensuring that its members have the knowledge and skills needed to excel in their roles.
Partnering with renowned brands like Microsoft, TikTok, Salesforce, Gong, Intuit, and Google, Product Marketing Alliance has solidified its position as an authority in the industry. These partnerships provide valuable insights and perspectives that are shared in “MisUnderstood” to help product marketers elevate their careers.
Set to be released on April 19th, “MisUnderstood” focuses on strategies to improve relationships between product marketing and product management teams. It provides various tips and guidelines to enhance collaboration, drawing on the experiences and expertise of industry leaders.
Insights from Industry Experts
“MisUnderstood” features examples from respected industry experts to illustrate successful practices in the field. For instance, Marcus Andrews, the Director of Product Marketing at Pendo, and Melanie Linehan, a Global Product Marketing Manager, share their insights and experiences to help readers navigate the challenges of product marketing.
Efficient Product Launches
The book also delves into the intricacies of handling product launches efficiently. It discusses the development of launch scoring systems and highlights the challenges faced by product marketers in aligning with product management for successful launches. This valuable information provides readers with the tools and knowledge to overcome these challenges and drive successful product launches.
If you’re a new product marketer joining a company or a seasoned professional looking to enhance your skills and make a bigger impact, “MisUnderstood” by Product Marketing Alliance is a must-read. Gain confidence, establish your value, and elevate the role of product marketing within your organization with this comprehensive guide.
Loved: How to Rethink Marketing for Tech Products – Martina Lauchengco
“Loved: How to Rethink Marketing for Tech Products” by Martina Lauchengco is a game-changer in the world of product marketing. Released in 2022, this book offers invaluable insights and strategies tailored specifically to the tech industry.
Lauchengco’s work forms part of the product marketing (PMM) category, providing a comprehensive guide for professionals looking to excel in this field. Throughout the book, references are made to other influential titles like “Inspired” and “Empowered,” showcasing the depth of knowledge and expertise Lauchengco brings to the table.
One of the standout features of “Loved” is its emphasis on emotional resonance and shared values. Lauchengco recognizes that marketing is not just about selling products; it’s about connecting with customers on a deeper level. By understanding their motivations, desires, and the impact your product can have on their lives, you can create powerful campaigns that foster brand loyalty and customer satisfaction.
The book delves into the complexities of product marketing, highlighting the lack of clarity in certain definitions and boundaries within the industry. While examples and stories predominantly focus on experiences within large companies such as Microsoft, Salesforce, and IBM, Lauchengco’s insights can be applied to organizations of all sizes.
Despite its strengths, “Loved” has received criticism for its limited practical insights for product managers and marketers in smaller companies. Some readers have expressed disappointment with the amount of useful information provided by the Silicon Valley Partner Group (SVPG).
That being said, “Loved” remains an essential resource for professionals working in larger corporations. Priced at $34.00, this 288-page book offers a wealth of strategic guidance and thought-provoking perspectives on product marketing.
Table: Book Details
| Publication Date | April 12th, 2022 |
| Publisher | Wiley |
| ISBN | 9781119703648 |
| Pages | 288 |
| Usually Ships in | 1 to 5 Days |
| ISBN-13 | 9781119703648 |
| Sales Rank | 268,574 |
| Product Dimensions | 6.00(w) x 8.90(h) x 1.10(d) |
With chapters covering topics such as go-to-market strategies and shaping how the world thinks about your product, “Loved” is a must-read for anyone looking to redefine their approach to marketing in the tech industry.
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers – Geoffrey Moore
“Crossing the Chasm” by Geoffrey Moore is a must-read for anyone involved in marketing and selling disruptive products to mainstream customers. With its comprehensive framework and insightful strategies, this book has been a game-changer for businesses looking to navigate the treacherous terrain of introducing innovative technologies to the market.
In “Crossing the Chasm,” Moore introduces the concept of the Technology Adoption Life Cycle, which outlines the different stages of consumer adoption, from innovators to early adopters, early majority, late majority, and laggards. He emphasizes the importance of understanding the vast chasm that exists between the early adopters and the early majority, a critical hurdle that many innovative products fail to overcome.
The book delves into consumer psychology and provides practical tactics for positioning and marketing disruptive technologies to successfully cross the chasm. Moore’s strategies are rooted in his deep understanding of not only the technological landscape but also the dynamics of consumer behavior.
Key Features:
- Updated insights and examples of successes and failures in the fast-paced digital world
- New marketing strategies to address the challenges of reaching mainstream customers
- Two new appendices to complement the third edition’s comprehensive content
Published in 2014, this third edition of “Crossing the Chasm” continues to be a seminal resource for product marketers, entrepreneurs, and business leaders. With its 288 pages, the book provides a deep dive into the strategies and tactics required to accelerate adoption across every segment of the market.
Geoffrey A. Moore, a renowned author and consultant, brings his expertise to the table, making “Crossing the Chasm” a trusted guide for organizations seeking to thrive in the world of disruptive technology.
Table: Price and Book Details
| Price | Number of Pages | Language | Publication Year | Author |
|---|---|---|---|---|
| C $12.07 | 288 pages | English | 2014 | Geoffrey A. Moore |
Table: Book Dimensions
| Item Height | Item Weight | Item Length | Item Width |
|---|---|---|---|
| 0.7 in | 7.7 oz | 8 in | 5.3 in |
Table: Related Products
| Related Product 1 | Related Product 2 | Related Product 3 | Related Product 4 | Related Product 5 |
|---|---|---|---|---|
| Inspired: How to Create Tech Products Customers Love by Marty Cagan | A Fatal Crossing by Tom Hindle | Canterbury Tales – Dover Thrift Editions by Geoffrey Chaucer | The Crossing by Cormac McCarthy |
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content – Ann Handley
Are you looking to enhance your content creation skills and produce engaging web copy? Look no further than “Everybody Writes” by Ann Handley. This comprehensive guide provides expert guidance and insight into content creation, production, and publishing, aiming to help businesses thrive in the content-driven online landscape.
In today’s digital world, writing is emphasized as a crucial skill in content marketing. The ability to communicate effectively is considered a necessity for success. Handley’s book covers essential aspects of online content creation, including web pages, landing pages, blogs, email, and social media posts on platforms like Facebook, Twitter, and LinkedIn.
Readers of “Everybody Writes” will discover how to improve their writing skills, understand grammar and usage rules relevant to business, and deliver their true story effectively to engage with their audience. Handley also emphasizes the importance of credibility and trustworthiness in content creation, hinging on solid journalism principles.
Marketers will greatly benefit from the guidance provided in the book, including tips on creating 17 specific types of content and recommended content tools to enhance productivity. Handley explains that traditional marketing techniques are insufficient in the digital world, making great content the key to success for smart businesses.
| Book Details | Statistical Data |
|---|---|
| Publisher: | Wiley |
| Publication Date: | September (exact date) |
| Author: | Ann Handley |
| Years of Experience: | Almost 25 years in creating, editing, and publishing business content |
| Parts in the Book: | 6 |
| Anti-Mediocrity Content Toolkit: | Offered as a free prize pack for customers in the US who order the book by the launch date of September 15 and send a receipt. |
“Everybody Writes” serves as a go-to guide for content creators, whether representing large brands or small independent entities. The book offers practical advice and actionable strategies for compelling content creation. Its 32 chapters in Part I focus on writing rules, habits, and processes. Part II delves into grammar and usage with 14 chapters, while Part III explores voice rules in 5 chapters. Additionally, Part IV revolves around story rules featuring 6 chapters dedicated to marketing and brand storytelling. Part V covers publishing rules with 17 chapters, including topics like sharing news, the importance of data, and ethical content curation. Part VI, which is related to this section, explores different types of content that marketers write, comprising 19 chapters discussing aspects like email newsletters, landing pages, headlines, and social media content. Lastly, Part VII presents content tools and wraps up with an epilogue, totaling 17 additional sections beyond the main chapters.
Don’t miss out on the opportunity to improve your content creation skills and create ridiculously good content. Pre-order “Everybody Writes” before the launch date to receive your complimentary Anti-Mediocrity Content Toolkit and start your journey towards creating compelling and engaging content.
Jobs-to-be-Done: Theory to Practice – Anthony W. Ulwick
Anthony W. Ulwick’s “Jobs-to-be-Done: Theory to Practice” is a comprehensive resource that explores the concept of Jobs-to-be-Done (JTBD) and its practical application in innovation and marketing strategies. This book provides valuable insights into understanding customers’ unmet needs and leveraging them to create a compelling value proposition.
Ulwick draws on his extensive experience in the field and presents the Outcome-Driven Innovation (ODI) process, which has been utilized in over 1000 engagements with Fortune 500 companies. This methodology has proven to enhance innovation success rates by 5x, offering a systematic approach to driving customer-centric solutions.
The book showcases the success of the ODI process, boasting an impressive 86% success rate in innovation. It includes six in-depth case studies from companies such as Microsoft, Kroll Ontrack, Arm & Hammer, Bosch, Abbott Medical Optics, and Hussmann, highlighting the real-world applications of the JTBD framework.
For over 25 years, the Jobs-to-be-Done Theory has guided companies towards successful innovation outcomes. Ulwick emphasizes the importance of understanding customers’ goals and the underlying process they aim to achieve—the core functional job. By identifying the specific jobs, pains, and desired outcomes associated with a product or service, companies can align their offerings effectively and deliver value.
One notable aspect of the book is the emphasis on the predictability and success rate of innovation when utilizing the Outcome-Driven Innovation process. Testimonials from industry professionals validate the effectiveness of the methodology, further reinforcing its value to product marketers.
In addition, Ulwick’s previous book, “What Customers Want” (2005), is highly recommended as it brought discipline and predictability to the innovation process, establishing the foundation for the Jobs-to-be-Done Theory.
However, Ulwick acknowledges the challenges faced by product teams, noting that 95% of them do not agree on what constitutes a customer “need.” To address this, the book provides a structured framework for identifying and categorizing customer needs across different job types and specific outcomes.
Jobs-to-be-Done Needs Framework
The Jobs-to-be-Done Needs Framework categorizes customers into three categories:
| Customer Category | Description |
|---|---|
| Job Executor | The individual directly performing the core functional job |
| Product Lifecycle Support Team | The team responsible for supporting the product’s lifecycle |
| Buyer | The individual or group responsible for purchasing the product |
Each category has distinct jobs and outcomes they are trying to accomplish, highlighting the multiple perspectives involved in satisfying customer needs.
With a fluff ratio of only 10% and a value for money rating of 1/10, “Jobs-to-be-Done: Theory to Practice” provides practical insights and actionable strategies for product marketers looking to create impactful solutions. During an Amazon promotion, the book is available for the affordable price of $5.24 in both Kindle and paperback formats.
Product Marketing Debunked: The Essential Go-To-Market Guide – Yasmeen Turayhi and Cali Schmidt
“Product Marketing Debunked” by Yasmeen Turayhi and Cali Schmidt offers a refreshing perspective on product marketing, debunking common misconceptions and providing actionable insights for success in the go-to-market process. Turayhi and Schmidt bring their expertise and industry experience to shed light on the strategic impact of product marketing.
The book emphasizes the importance of a customer-centric approach in product marketing, challenging traditional ideas and advocating for a mindset focused on solving real problems and creating value for customers. It provides practical strategies for understanding and influencing customer behavior, optimizing product positioning, and driving customer lifetime value.
With an engaging writing style and real-world examples, Turayhi and Schmidt guide readers through the complexities of product marketing, offering valuable tips, techniques, and frameworks. They highlight the need for cross-functional collaboration and effective communication within organizations to ensure successful go-to-market strategies.
This essential guide tackles topics such as market research, customer segmentation, value proposition development, pricing strategies, and launch planning. It equips product marketers with the knowledge and tools they need to navigate the dynamic landscape of product marketing and make a meaningful impact on business outcomes.
| Book | Author | Rating |
|---|---|---|
| Product Marketing Debunked: The Essential Go-to-Market Guide | Yasmeen Turayhi & Cali Schmidt | 4.3/5 |
The Pocket Guide to Product Launches: Get Confident, Go to Market, and Win – Mary Sheehan
Launching a new product can be a daunting task. With over 30,000 new products entering the market each year, and a staggering 95 percent of them failing, it’s crucial to have a solid strategy in place to increase your chances of success. “The Pocket Guide to Product Launches” by Mary Sheehan is your go-to resource for navigating the complexities of product launches and achieving desired outcomes.
Mary Sheehan, a three-time head of product marketing with an impressive background that includes Adobe, Google, and more, brings her expertise to the forefront in this comprehensive guide. Drawing from her own experiences leading launches for renowned companies and startups, Sheehan offers real examples that highlight what works and what doesn’t in the world of product launches.
The book is a culmination of Sheehan’s 10 years of experience in launching products, involving more than 250 product and feature launches. It is rich with templates, lists, and tips that can be directly applied to your own product launch. Whether you are a seasoned product marketer or a newcomer to the field, this guide will equip you with the knowledge and confidence to make a significant impact.
One of the key focal points of the guide is the importance of a go-to-market (GTM) plan. Sheehan emphasizes that the GTM plan acts as a blueprint, outlining the strategy for targeting both existing and prospective customers by effectively communicating the product’s value proposition and differentiation. By crafting a well-defined GTM plan, you create a roadmap for success that can be shared with all stakeholders, tracked regularly, and referenced throughout the months leading up to your product launch.
As an industry-leading expert in launching new products and creating go-to-market strategies, Mary Sheehan’s insights are invaluable. Her guide offers a comprehensive overview of the product launch process, helping you align your goals, manage risks, and measure success. You’ll gain the confidence needed to navigate the challenges and complexities of a product launch, setting yourself up for a successful entry into the market.
| Key Features: | Benefits: |
|---|---|
| Practical templates, lists, and tips | Streamline your product launch process |
| Real examples from Mary Sheehan’s career | Learn from proven strategies and best practices |
| Focus on go-to-market (GTM) planning | Create a solid strategy for targeting customers and driving success |
| Shared with stakeholders, tracked regularly | Ensure alignment and accountability throughout the product launch |
| Emphasis on measuring success | Track progress and make data-driven decisions |
Conclusion
In conclusion, these best books on product marketing offer product marketing managers a wealth of knowledge and valuable insights to enhance their skills and strategies. With a focus on self-improvement and continuous learning, these books cover a wide range of topics such as product-led growth, positioning, influence, customer development methodology, sales strategies, storytelling, and habit-forming product development.
Written by renowned authors in marketing, sales, psychology, and business strategy, these books provide practical insights and actionable strategies to help product marketing managers excel in their roles. From tackling the build trap to understanding customer segments and creating inclusive products, these top picks for success provide the necessary guidance to drive business success.
Investing time in reading and learning from industry experts is crucial for product marketing managers to stay ahead in a competitive market. By implementing the strategies outlined in these books, product marketing managers can effectively position their products, drive customer engagement, and achieve marketing success. Start exploring these essential resources today and take your product marketing skills to the next level!
