PRODUCT MARKETING PLAYBOOKS + CERTIFICATION
Learn how to position, launch, and grow your product.
Our marketing strategy program helps first marketing hires & early-stage founders through tactical product marketing playbooks, templates & expert coaching.
Everything you need to get your marketing off the ground
Tactical marketing sprints: Step-by-step marketing fundamentals and strategy so you can bring your product to market and get your first customers.
Downloadable worksheets & templates: Pre-built marketing asset templates so you can focus on revenue, not trying to learn design.
Direct feedback from experts: Ask questions and get feedback on your marketing strategy from our team of seasoned marketers in Slack.
Your step-by-step guide to startup marketing
Ready for a crash course in B2B marketing? Our frameworks, templates, and hands-on guidance will enable you to articulate your product’s value and gain traction.
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What is brand positioning?
Positioning versus messaging
Crafting your positioning
Positioning Exercise
Crafting your mission and vision statements
Mission statement in action: Intercom
Mission and vision exercise
Brand positioning & communication templates
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What are personas
Developing your personas
Validating your personas
Personas in action
Persona workshop & deck template
Persona validation questions
Make your own persona posters
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What is Jobs to be Done and why does it matter
Shifting your perspective on competitors
Identify opportunities in a crowded market
Sometimes a worse product does a better job
How to develop Jobs to be Done
Customer interview questions to identify buyer motivations
Personas & Jobs to be Done
Marketing the Jobs to be Done
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What is product positioning and why does it matter?
The core tenets of Product Positioning & Messaging
Start your Product Positioning & Messaging Guide
Crafting your message
Exercise: Host a Build a Box workshop
The anatomy of an effective product landing page
Deliverable: Product 2-Pager
Deliverable: Product Landing Page
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Why product launches matter
MVP vs. MMP
Determining Announcement Priority & Tactics
Crafting the announcement campaign
Choosing the right launch date
Launch day checklist
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What is a sales process & why do you need one?
How to create a sales process
What is sales messaging?
Create your sales pitch
Create your sales deck
Quick tips on delivering your pitch in the discovery call
Additional sales assets
Intro to sales tools
How to build your sales tech stack
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After you finish the program, take the exam and get certified!
$99
Playbooks
• All existing & future playbooks
• 30+ downloadable templates
• Founder & marketing community
Monthly group office hours
B2B Marketing Certificate
$499
Playbooks + Consulting
• All existing & future playbooks
• 30+ downloadable templates
• Founder & marketing community
• Monthly office hours
B2B Marketing Certificate
• 3 private coaching sessions
$0
Free Guide
The Product Positioning & Messaging Guide will teach you the core tenants of positioning and messaging so you can communicate your product’s value to the market. The guide includes a template so you can follow along and fill in the blanks.
Playbooks Pricing
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Our marketing program is $99/month or $499 with 3 consulting sessions.
Membership to the playbooks includes:
• All current and future marketing sprints
• 30+ marketing frameworks and design templates
• Direct advice & feedback from our team in Slack
• Monthly office hours
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Each month our team is available in Slack #office-hours channel where you can ask questions and get advice/feedback on your strategy, deliverables, or anything we might be able to help with. Help in Office Hours is free with your membership.
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Consulting sessions are available for purchase if you’d like to check in 1:1 with an expert from our team to make sure you're on track with your marketing strategy.
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Unlike the typical online course curriculum, each playbook is deliverable-driven. That means you won’t waste time on unnecessary theory in hopes of remembering it when the time is right.
Instead, each playbook guides you through tactical exercises so you can produce marketing assets right when you need them and start driving growth.
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Our marketing program is perfect for:
• Early-stage startup founders who need to land their first customers.
• First marketing hires at a startup to have guided frameworks and consulting.
• Marketing leaders who want to provide access to best practices and templates for their team.
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Our marketing program can apply to both B2B and B2C business models, but the majority of the examples and industry experts are from the B2B space. We do have several members who are building B2C products.
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No, the marketing program is comprised of self-guided playbooks and are done completely at your own pace.
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It depends on how seriously you take each of the playbooks. Each playbook takes about 5 hours to consume all of the content, but going through the exercises, implementing the new frameworks, using the downloadable templates, and getting to a polished deliverable will likely take 5+ weeks to produce a v1.
Then you can continue to refer back to the playbook content as your brand and product evolve.
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Your membership includes lifetime access to all existing playbooks — you will be notified when we make updates or add content.
