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Product Marketing for Technology Companies

Launch date

event January 21, 2019

timer 6 classes

keyboard_arrow_right $399.00

Master your product marketing skills through practical examples and exercises. Gain confidence and inspiration through effective positioning & messaging, product launches, and sales enablement.

Ultimately, product marketing is about developing a compelling positioning and multi-layered messaging for a product or product line. Getting to that point successfully is not an easy feat as it involves masterful communication both internally and externally within the organization. In addition, product marketing is responsible for organized and successful product launches and campaigns as well as powerful sales enablement to empower the company to reach its financial goals and increase customer stickiness.

This course teaches these skills through practical examples and clear explanations. It covers, in detail, the interaction needed with prospects, customers, and different business units within a company as well as necessary ownership and best practices to achieve the goals of any ambitious technology company.

What this course will teach you …

  • How to orchestrate product launches and evangelize products both internally within your company and externally.
  • How to enable sales growth through training and sales collateral such as battlecards, flowcharts, and competitor analysis.
  • How to position products and craft messaging by taking into account information gathered from colleagues, prospects, customers, and market trends.

In just 6 sessions, you’ll be able to…

  • Craft your storytelling through best practices to ensure that your message gets through to your target audience
  • Successfully build customer success/case studies based on four crucial elements
  • Define different types of product launches which are recognized across both product and marketing
  • Setup and manage a scalable Learning Management System for standardized, interactive training sessions to ensure that everyone in your company is up to date on the latest product marketing information
  • Support sales demo environments with specific material and by highlighting the benefits to the prospects and aligning the messaging with their values
  • Create your product positioning and successfully deploy multi-layered messaging

Instructor: Lucas Weber, Product Marketing Manager @ Nosto

Enrollment opening soon

Product Marketing for Technology Companies

Instructor(s): Lucas Weber

Product analytics

Launch date

event February 5, 2019

timer 8 sessions

keyboard_arrow_right $499.00

How do you measure specific goals when the number of potential goals is nearly infinite? Product analytics is all about being able to gather data, answer questions and deliver insights about product usage, even when the questions and goals are not defined beforehand. In just 8 sessions, you’ll be able to…
  • Identify what is important when collecting data for product analytics
  • Analyze product-level data accurately
  • Implement and track common metrics used in the product industry
  • Implement a product analytics strategy to better achieve your company’s targets
  • Speak to your colleagues and answer questions regarding product analytics
After taking this course, you’ll understand the differences between traditional “classic” websites and products, and you’ll be able to apply methods to learn more about how to analyze your product effectively. Instructor: Matthew Brandt, Digital Analyst @ Bexio and Co-founder of Cook Eat

Enrollment opening soon

Product analytics

Instructor(s): Matthew Brandt

Adobe Analytics for beginners

Launch date

event February 25, 2019

timer 8 sessions

keyboard_arrow_right $499.00

Adobe Analytics is a leading digital analytics tool for measuring the performance of your digital assets (websites, mobile apps and marketing campaigns). This course will help you gather actionable insights to make informed decisions. Learn how to shape data into information with Fiona De Brabanter.

Starting with an understanding of key concepts and how to use the different metrics, digital analytics expert Fiona De Brabanter explores reports, dashboards, workspace, and tools of Adobe Analytics, and shows how to set up and track campaigns and how to best leverage Report Builder. She’ll also show how to create and interpret mobile, video, path, visitor profile, retention, and other popular reports, and use the powerful custom segments and calculated metrics features.

In just 8 sessions, you’ll be able to…

  • Understand conversion and traffic variables
  • Use metric and item-level reports
  • Build and share dashboards
  • Create custom dashboards in workspace
  • Create and use calculated metrics
  • Set targets and alerts
  • Work with ecommerce reports
  • Track campaigns and leverage marketing attribution
  • Get data into Excel with Report Builder

After taking this course you will be able to seamlessly navigate the reporting interface, create engaging dashboards to answers your stakeholders’ questions and configure reports for effective decision-making. Using hands-on exercises, you will learn how to segment your data, create calculated metrics, implement powerful visualizations for analysis, perform more sophisticated and intelligent analysis on marketing performance using attribution metrics, and share your reports.

Instructor: Fiona De Brabanter, Digital Analytics & Optimisation Expert

Enrollment opening soon

Adobe Analytics for beginners

Instructor(s): Fiona De Brabanter

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