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Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value
Product marketing is not a new function. Just like sales, accounting, and so on, it’s been around for decades. The only difference is perception. Ask anyone what a sales rep does, and they’ll tell you they sell stuff. Ask about product marketers and…you’ll get wildly different answers at best, blank expressions at worst.
Anyone who really knows product marketing understands the tremendous value it adds to organizations, but not enough people seem to get it, which can make it notoriously hard for product marketing managers (PMMs) to get the recognition they deserve.
Product Marketing Misunderstood helps you apply the tools of your own trade to your job—positioning, messaging, research, personas, and more—helping your entire organization value what you do.
Created by the founder of the Product Marketing Alliance, this essential guide arms you with the tools you need to show colleagues past, present, and future that product marketing lies at the heart of your company.
Anyone who really knows product marketing understands the tremendous value it adds to organizations, but not enough people seem to get it, which can make it notoriously hard for product marketing managers (PMMs) to get the recognition they deserve.
Product Marketing Misunderstood helps you apply the tools of your own trade to your job—positioning, messaging, research, personas, and more—helping your entire organization value what you do.
Created by the founder of the Product Marketing Alliance, this essential guide arms you with the tools you need to show colleagues past, present, and future that product marketing lies at the heart of your company.
- GenresBusinessNonfiction
172 pages, Kindle Edition
Published April 19, 2022
About the author
Richard King
219 books16 followersLibrarian Note: There is more than one author in the Goodreads database with this name. This profile may contain books from multiple authors of this name.
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Displaying 1 - 11 of 11 reviews
May 18, 2022
A short, easily-digestible book that effectively explains modern product marketing. Unfortunately -- and this isn't a criticism of King & Pearce at all, it's just where product marketing as a profession is today -- the role of PMM is poorly understood by the rest of the business. The book, therefore, reads more as a pep talk to aspiring or current PMMs about how to position their role as critical to company success. Hopefully it will eventually become true that PMM will become the future of marketing, but this isn't where marketing is today. As such, the aspirational comments about future CMOs coming from PMM rather than demand generation are a bit of a pipe dream.
I did find the philosophy of trying to segment internal stakeholders like you would a customer base and marketing product marketing itself to those stakeholders with different messages to be unique; I've never had anyone explain it like that before.
I did find the philosophy of trying to segment internal stakeholders like you would a customer base and marketing product marketing itself to those stakeholders with different messages to be unique; I've never had anyone explain it like that before.
May 13, 2022
A helpful guide for product marketer or anyone aspire to be one. I took their certification already so some of the info are not new. However, it is great refreshment.
March 19, 2023
A solid explanation of product marketing and will give you a good foundation, especially if you aren’t sure where to start. I wish it had included a few more stories and examples, though! Or some case studies.
May 6, 2022
Great summary of what Product Marketing is in its totality. It is rather high-level but I thought the tips on how to explain what Product Marketers do was helpful. Also includes a section about how to "sell" the role of a Product Marketer to the company, including great resources that can be customized. Loved the reminders on how to set yourself up for success when starting at a new company. Easy, understandable, and relatable (at least for someone who has been in PMM for some time).
Now we need a deep dive to learn more about all the aspects of Product Marketing ;)
Now we need a deep dive to learn more about all the aspects of Product Marketing ;)
February 10, 2023
I read Product Marketing Misunderstood recently and absolutely loved it! I recently started out in product marketing, and the book was perfectly positioned for my place in this industry.
From the great quotes from well-known companies, to the relevant and helpful resources accessed by QR codes, the book was an absolute joy to read!
It also has mini-activities that are incredibly simple to complete and a ton of fun! I'm giving this book five stars - it deserves it, and I highly recommend it!
From the great quotes from well-known companies, to the relevant and helpful resources accessed by QR codes, the book was an absolute joy to read!
It also has mini-activities that are incredibly simple to complete and a ton of fun! I'm giving this book five stars - it deserves it, and I highly recommend it!
December 4, 2023
Richard King nos entrega en su libro una perspectiva refrescante y necesaria sobre el marketing de producto. Este libro aborda un problema común en el campo: la falta de comprensión sobre el valor real del marketing de productos. King utiliza principios de PMM, como el posicionamientoy la segmentación del cliente, para mostrarnos cómo elevar el rol del marketing de productos en cualquier empresa.
Lo más valioso del libro es que no es solo teórica, sino que está repleta de consejos prácticos y aplicables para la comunicación y colaboración efectiva con colegas de otros teams.
Lo más valioso del libro es que no es solo teórica, sino que está repleta de consejos prácticos y aplicables para la comunicación y colaboración efectiva con colegas de otros teams.
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April 21, 2024A great introduction to the field, as well as some very helpful tips for a newcomer to make a great first impression in their first job. Also loved the various quotes and anecdotes shared by industry leaders in this book. Will be referring back to this many, many times!
January 10, 2024
I like the stories from other product marketers included throughout. There are many good practical tips to get internal buy-in and guidelines to help you be a successful product marketer.
March 12, 2024
A very useful book if you’re a Product Marketer. Very well written
March 24, 2024
Did not finish - the book is good for people that don’t know what PMM is. But if you’ve been in the role for more than a year, it’s redundant.
December 30, 2022
Interesting insights in a short book
Even though I don‘t work in a Product Marketing role, I could gather couple of useful tips which relate to my current role. The book is very practical, shares specific examples from different industries and it does not overstay its welcome. I would definitely recommend it to anybody looking to up their game.
Small critique: if I got 1 cent for everytime the author highlights the need of internal positioning, I would have this book for free :D
Even though I don‘t work in a Product Marketing role, I could gather couple of useful tips which relate to my current role. The book is very practical, shares specific examples from different industries and it does not overstay its welcome. I would definitely recommend it to anybody looking to up their game.
Small critique: if I got 1 cent for everytime the author highlights the need of internal positioning, I would have this book for free :D
Displaying 1 - 11 of 11 reviews