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Martina Lauchengco - Loved : How to Rethink Marketing for Tech Products

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Table of Contents List of Tables Chapter 6 Chapter 17 Chapter 19 - photo 1
Table of Contents
List of Tables
  1. Chapter 6
  2. Chapter 17
  3. Chapter 19
  4. Chapter 22
  5. Chapter 24
List of Illustrations
  1. Chapter 2
  2. Chapter 12
  3. Chapter 15
  4. Chapter 19
  5. Chapter 23
  6. Chapter 25
Guide
Pages
Praise for LOVED

LOVED is a supremely practical book and a must-read for anyone wanting to do great product marketing. Martina's stories from the trenches bring everything to life. I'm telling everyone at my company to read it.

Sarah Bernard, CCO Greenhouse, former VP Product and Design, Jet.com

The world is filled with great ideas and products that go nowhere. The difference between nowhere and greatness is product marketing, and Martina is the master. Every tech CEO needs to read this.

Amanda Richardson, CEO CoderPad, former VP Product, Chief Data, and Strategy Officer, HotelTonight

I lived the difference great product marketing makes for a business. Martina's unique expertise on each function in a business makes her advice invaluable. LOVED is a book truly worthy of any shelf.

Leyla Seka, COO, Ironclad, former Partner, Operator Collective

The Silicon Valley Product Group Series

INSPIRED: How to Create Tech Products Customers Love, 2nd Edition (Marty Cagan, 2017)

EMPOWERED: Ordinary People, Extraordinary Products (Marty Cagan with Chris Jones, 2021)

LOVED: How to Rethink Marketing for Tech Products (Martina Lauchengco, 2022)

MARTINA LAUCHENGCO
Silicon Valley Product Group

LOVED
HOW TO RETHINK MARKETING FOR TECH PRODUCTS
Copyright 2022 by John Wiley Sons Inc All rights reserved Published by - photo 2

Copyright 2022 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permission.

Limit of Liability/Disclaimer of Warranty: While the publisher and authors have used their best efforts in preparing this work, they make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives, written sales materials or promotional statements for this work. The fact that an organization, website, or product is referred to in this work as a citation and/or potential source of further information does not mean that the publisher and authors endorse the information or services the organization, website, or product may provide or recommendations it may make. This work is sold with the understanding that the publisher is not engaged in rendering professional services. The advice and strategies contained herein may not be suitable for your situation. You should consult with a specialist where appropriate. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic formats. For more information about Wiley products, visit our web site at www.wiley.com.

Library of Congress Cataloging-in-Publication Data is Available:
ISBN: 9781119703648 (cloth)
ISBN: 9781119704393 (ePDF)
ISBN: 9781119704362 (ePub)

Author Photo: Courtesy of the Author; Gary Wagner Photos
Cover design: Paul McCarthy

To everyone who asked me to recommend a book on product marketing, this is for you.

And to Chris, Anya, and Taryn, thank you for supporting me while I wrote it.

All my royalties from this book are being donated to organizations supporting the advancement of women and underrepresented minorities in tech. Our world is better when tech products are built by the people they serve.

Foreword

In INSPIRED, I argued that the single most important concept in all of product is the concept of product/market fit.

For startups, achieving product/market fit, including and especially the go-to-market strategy for that product, is really the only thing that matters.

But the reward for reaching product/market fit is growth, and growth brings its own challenges.

Moreover, as the company grows, we typically evolve our product to address the needs of additional markets, and usually we soon begin work on new products as well, so the critical concepts of product/market fit and growth remain at the heart of product work for the life of a technology-powered company.

INSPIRED described the techniques we use to discover a product that is valuable, usable, feasible, and viable, and the book discussed how this requires an intense collaboration between product management, product design, and engineering.

But while discovering a winning solution may be necessary, it is not sufficient.

We have all seen countless examples of products that go nowhere because:

  • the product doesn't address real customer needs
  • or, there aren't enough customers with those needs
  • or, those customers do exist, but not enough of them learn your product exists
  • or even if they do find you, they don't see how what you provide aligns with their needs

To avoid this fate, as the name implies, there is another dimension to product/market fit, and that is the market.

When we talk about a winning product, we are referring to a strong solution for a specific market.

A product manager's partner in achieving product/market fit and getting this product to market is the product marketer.

While the product manager focuses primarily on the product side of the equation, the product marketer focuses primarily on the market side, including the go-to-market strategy.

But it's important to realize that pursuing the product and pursuing the market are not independent activities. They are happening in parallel, and they are very much intertwined.

Which is why the product manager/product marketer partnership is so important to get right.

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