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Product Marketing for High Growth Tech Products

4.3 (3)

2 Weeks

Cohort-based Course

Develop the skills and mindset to help you build, grow, and accelerate your tech PMM career!

Product Marketing for High Growth Tech Products

4.3 (3)

2 Weeks

Cohort-based Course

Develop the skills and mindset to help you build, grow, and accelerate your tech PMM career!

Hosted by

Neelay Thaker

20 yrs in the tech industry across Microsoft, AWS, VMware, Cisco, and startups

Neelay Thaker

20 yrs in the tech industry across Microsoft, AWS, VMware, Cisco, and startups

Course overview

Grow your product, grow your career!

In my 20 years' experience in the industry, I have seen many disruptive technologies. I'm also fortunate to have been part of a few high growth success stories. The most successful tech companies are always looking to build new innovative products that will deliver the next wave of growth.

Product marketing for such high growth disruptive technology products and services requires out of the box thinking and growth hacking techniques. Whether you work in a big company or small, you will always have limited budget and limited headcount and delivering success will depend on crafting an effective strategy, skillful execution, and loads of persistence. So why then, take up such a challenge? Because you love challenges, the rewarding experience of overcoming them, and the opportunities they present to grow your career!

In this course, we will walk through the strategies, tactics, and skills required to succeed at each step of the product adoption curve, from beach head customers to the early majority and beyond. Build an intrapreneurial mindset, ask the right questions, and learn to define success. Finally, learn how to effectively lead cross-functional teams, get leadership buy-in, and grow your career as you help your organization succeed.

The course includes:

1. Insights and learnings from my own experience in building and marketing high growth technology products in AI/ML, cloud computing, security analytics, and networking.

2. Playbooks and blueprints from highly effective b2b technology marketing teams at big tech companies.

3. A project that will provide hands on experience with the concepts learned in class and from your own current experience.

4. Thought experiments to build a strong intrapreneurial mindset that's required to succeed in a high-growth PMM role.

5. Tips to help you grow your career, whether it's at the company you work for, or at the company you want to be.

Who is this course for

You are an ambitious PMM looking to grow your responsibilities and career with hands-on insights to succeed

You have a business-owner mindset but limited resources (budget, headcount) and are looking for innovative ways to succeed and grow.

You are either looking for a new PMM job or are looking to move to a PMM role and need the skills and guidance to make the transition.

You are an ambitious PMM looking to grow your responsibilities and career with hands-on insights to succeed

You have a business-owner mindset but limited resources (budget, headcount) and are looking for innovative ways to succeed and grow.

You are either looking for a new PMM job or are looking to move to a PMM role and need the skills and guidance to make the transition.

You are at a smaller b2b tech company and looking to apply learnings in your current role and potentially move to a larger tech company

What you’ll get out of this course

Building the rocket

Devise a comprehensive marketing strategy at each stage of your product’s adoption curve – from beach head customers to early majority and beyond.

Learn about the components of a strong marketing strategy and how they come together to deliver success.

Launching the rocket and attaining critical velocity

Create effective marketing plans to launch the product, build momentum, and drive adoption.

Learn how launching high growth products is different, and how to identify and pivot based on where your product is on the adoption curve.

Managing the launch room

Lead cross-functional teams comprising engineering, product management, digital marketing, analyst/press relations, finance/business planning, GTM, and sales.

Learn how to influence without authority, motivate stakeholders, and hold them accountable.

Flying with the rocket

Get leadership mindshare to grow your product as well as your career.

Learn how to get executive buy in for more funding, headcount, and top-down collaboration. Understand how to show case your results and communicate effectively to grow your career.

Chart your own course

Learn how to build your PMM career, navigate uncertainties, find new opportunities, and accelerate your career growth

This course includes

4 interactive live sessions

Lifetime access to course materials

48 in-depth lessons

Direct access to instructor

1 projects to apply learning

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Devise an effective marketing strategy

What comprises a successful marketing strategy? What are some of the common reasons why marketing strategies fail? You will dive right into building a comprehensive marketing strategy that includes identifying the right target customer segment and personas, value proposition, messaging and positioning, pricing, competitive analysis, and GTM/sales.

Build your perfect launch plan

Whether launching in preview or GA, you will need a bullet-proof launch strategy. You will learn to build an effective launch plan that hits on all the dimensions you’ll need to make your launch a success, including AR/PR, social media plans, influencer marketing, and more. Speaking of making your launch a success, how would you define success?

Generate momentum, drive adoption

With the launch done, you now need to drive adoption. The leadership is breathing down your neck expecting weekly status. How can you build confidence in your strategy? By working in marketing moments through the year to maintain the momentum. You will dive into building a marketing plan for adoption, including campaigns and thought leadership.

A) Lead to succeed: how to get leadership buy in and lead cross functional teams effectively B) Grow your career with your product

PMMs driving disruptive products are chronically impacted by two factors: 1) limited resources, and 2) managing cross-functional teams without direct authority. Does that sound like you? If yes, learn how to effectively lead cross-functional teams while at the same time growing your career as you deliver results for your organization.

4.3 (3 ratings)

What students are saying

Meet your instructor

Neelay Thaker

Technology Product Marketing and GTM Leader (Currently Director of Product Marketing at Microsoft)

My 20 years in the tech industry have spanned many companies, roles, and technologies, but the one constant throughout my experience has been that I’ve had the opportunity to work on high growth products and initiatives.

Companies rise as they build a great product that customers want. In time, the very product that built the company becomes a cash cow, with engineering delivering incremental features and sellers rolling in their compensation and quota through generational upgrades. Marketing for such products becomes a routine task of touting new features to an already established customer base.

So why were the companies I worked at building products that were disruptive to their own cash cow? Because great companies are always looking to serve customers in better ways. They know that if they don’t drive disruption from within, they will be disrupted out of the market. These innovative products require an equally innovative approach to product marketing to build a new customer base, energize the sellers, and steer the massive ship in a bold new direction, all the while trying to leverage the company’s strengths and sustain the cash cow for as long as possible.

This course is the culmination of my learnings from leading product marketing for disruptive products – what works, what doesn’t, and most importantly, what matters. I became a Product Marketing Manager because I truly believe that the Product Marketing function is the fulcrum that creates a force multiplier for the business. There’s no greater job satisfaction than building your own little rocket, and watching it fly high into the sky!

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