LOVED: How to Rethink Marketing for Tech Products

The book LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders, and any leader with a product and a vision. It shows how leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company. Product marketing is widely misunderstood, but it is the difference between "also-ran" products and products that lead. LOVED is the definitive guide to modern product marketing, with dozens of stories from the trenches of market leaders and newer startups.

Format: Hardback
Length: 288 pages
Publication date: 11 April 2022
Publisher: John Wiley & Sons Inc

Most tech companies fail to execute effective product marketing due to a lack of understanding of the proper strategies. In her latest book, LOVED, Martina Lauchengco, a renowned product marketing expert, reveals the secrets of successful companies like Apple, Netflix, Microsoft, and Salesforce and provides practical insights on how to apply these strategies to transform product marketing within your organization.

The importance of product marketing cannot be overstated. While a great product may have impressive features and functionalities, it can still fall short in the competitive market if its marketing efforts are inadequate. Effective product marketing is the key difference between "also-ran" products and those that capture the hearts and minds of consumers. It goes beyond segmenting customers and positioning your product; it encompasses a wide range of activities that shape the perception and reputation of your product.

LOVED is a comprehensive guide that covers the fundamentals of product marketing, offering valuable insights for product teams, marketers, founders, and leaders with a product and a vision. Drawing from her extensive experience as a former product and marketing leader at Microsoft and Netscape, as well as her advisory roles to Silicon Valley startups, venture capitalists, and UC Berkeley engineering graduate school lecturer, Lauchengco has distilled decades of lessons learned from working with hundreds of companies.

The book is organized into three parts: Part 1 explores the centrality of product marketing to any product's success, highlighting the critical role it plays in driving demand, building brand awareness, and achieving market dominance. Part 2 delves into the key skills and actions required to execute product marketing effectively, including market research, customer segmentation, positioning, messaging, and storytelling. Part 3 introduces the four fundamentals of product marketing, which serve as the foundation for successful marketing strategies.

Throughout the book, Lauchengco shares personal stories and examples from the trenches of market leaders, as well as newer startups embarking on their product journey. These stories provide real-world insights and practical tips that can help you overcome challenges and achieve success in product marketing.

In conclusion, LOVED is a must-read for anyone who wants to elevate their product marketing game. Whether you are a product team member, marketer, founder, or leader, this book offers valuable insights and practical strategies that can help you bring your product to market, shape the world's perception of your product, and inspire others to tell your products story. By embracing the principles outlined in LOVED, you can position your product for success and drive long-term growth for your organization.

Weight: 564g
Dimension: 160 x 237 x 25 (mm)
ISBN-13: 9781119703648