Product Marketing Alliance Courses

Product Marketing: Product Research, Pricing, Personas, and OKRs

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Want to certify your product marketing skills and move up the product marketing career ladder?Join this professional certificate course from the Product Marketing Alliance (PMA) to access up-to-date training in the what, why, and how of product marketing.From product research to optimisation, across the two courses, you’ll explore the A to Z of product marketing, and earn a PMMC qualification which will prove your skills to employers and set your product marketing CV apart.Upskill in product marketing strategyThis microcredential includes the first five of11 modules of PMA’s product marketing certification.You’ll cover product research, pricing, personas, and OKRs as you learn how to build and market a product your customer wants.You’ll learn how to truly embody the voice of the customer and master the art of getting products to market – and keeping them there.Through coursework and live, weekly workshops, you’ll enjoy an interactive learning experience which gives you the chance to practice your skills in real-life contexts.Build a product marketing plan for launching a new productCombining practical, informative, and academic teaching, experts at PMA will take you through the most commonly used research techniques, including win/loss interviews, customer feedback, competitor analysis and intel, plus how to validate and present research back to key stakeholders.You’ll learn about the four most prominent pricing models – cost-plus, value-based,competitor-based and dynamic pricing – as well as get to grips with OKRs and what types of OKRs product marketers should be using.You’ll also discover how to use personas effectively as a product marketer, learning how to create your own and understanding the ‘jobs-to-be-done’ theory.Discover modern-day product marketing examples and techniquesYou’ll learn how to roll out, test, and iterate everything you do as a product marketing manager so that you can walk away with career-enhancing hacks and skills for product marketing today.You’ll also receive ongoing access to 20+ product marketing templates, examples, and frameworks, as well as new, refreshed content every quarter so you’re constantly learning from up-to-date information.Hear from product marketing experts at top tech organisationsThe professional certificate course includes extensive interviews with product marketing maestros at successful, product-led organisations such as HubSpot, SurveyMonkey, Adobe, Facebook, Microsoft, Zuora, Klue, IBM, and Google.You’ll enjoy access to all of this course content even after the course is finished and stay part of the exclusive PMMC Alumni Slack channel and network for life.Will I become a certified product marketing manager?Yes. If you complete this microcredential – as well as Product Marketing: Product positioning, Sales Enablement, Onboarding, and Analysis – and achieve a pass rate of at least 75% in each of the module’s exams, you will earn your PMMC qualification and become product marketing certified.What is the PMMC certification?Product Marketing Core benchmarks the latest product marketing standards. It’s designed for product marketers, by product marketers, with a mission of helping those in or outside of the industry pave a successful career in product marketing.It covers every core product marketing principle and is the ultimate resource for professionals of any level. If you’re a product marketing newbie, it will provide you with a robust understanding of everything you need to know to kickstart your career in style. If you’re an experienced PMM, it’ll provide you with an in-depth refresher on all the essentials and latest trends, using only up-to-date frameworks.The PMMC certification is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, and Facebook, and equips product managers with the skills, knowledge, and network they need to master the challenges of the product marketing manager role.

Product Marketing: Product Positioning, Sales Enablement, Onboarding, and Analysis

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Want to earn a product marketing certification and set your CV apart for work in product marketing?Join the second microcredential from the Product Marketing Alliance (PMA) to access the second half of their leading product marketing training.Learn how to launch a new product that sellsOn this microcredential – covering module six to 11 of PMA’s product marketing certification – you’ll cover product positioning and messaging, sales enablement, onboarding, and analysis.Through coursework and live, weekly workshops, you’ll enjoy an interactive learning experience which gives you the chance to practice your skills in real-life contexts.Upskill in product positioning and create an impactful go-to-market strategyUnder the guidance of PMA’s product positioning leader, April Dunford, you’ll learn the fundamentals of effective product positioning and messaging.With dedicated sections on narrative design and storytelling, you’ll build your skills for taking a product to market that speaks to your audience and meets their needs.As you develop your understanding of go-to-market strategy, you’ll explore various growth strategies, and learn how to align wider organisational goals around your go-to-market plan.Boost your sales and communication skills as a product marketing managerThe nature of product marketing means it is essential that product marketers are strong communicators.You’ll discover key communication strategies and proven tactics for ensuring your organisation and stakeholders are on board with and understand your product planning and design.You’ll also take a deep dive into creating internal and external assets that will make sure your product sells, including sales playbooks, battle cards, comparison charts, and sales scripts. And you’ll even get tips on how to keep sales reps invested in your efforts.Discover best practice product onboarding and analysisThe final modules of the certification will ensure you’re up-to-date with the latest onboarding and analysis strategies as you discover tried and tested tactics for retaining customers.You’ll consider how to implement a specialised onboarding framework for your product and explore product onboarding best practices.You’ll also learn the ins and out of A/B testing and cohort analysis so that you and your team are in a position to continually improve and iterate on what you do.Learn from experts at HubSpot, SurveyMonkey, Adobe, Facebook, Microsoft, Zuora, Klue, IBM, Google, and moreBy the end of this product marketing certification, you’ll be equipped with the skills you need to take a product to market and keep it there.After you’ve finished, you’ll have ongoing access to 20+ product marketing templates, examples, and frameworks. Plus, content is refreshed every quarter so you’ll constantly have access to up-to-date information and advice.With access to insights and expertise from top tech organisations as well as access to the exclusive PMMC Alumni Slack channel after the course is finished, you’ll stay part of the PMA network for life.Will I become a certified product marketing manager?Yes. If you complete this microcredential – as well as Product Marketing: Product Research, Pricing, Personas, and OKRs – and achieve a pass rate of at least 75% in each of the exams, you will earn your PMMC qualification and become product marketing certified.The PMMC certification is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, and Facebook, and equips product marketing managers with the skills, knowledge, and network they need to master the challenges of the product marketing manager role.