Loved: Marketing Tech Products - Lauchengco, Hardcover, Wiley

 
Denn wer hätte gedacht, dass Marketing mehr ist als nur bunte Bilder und laute Slogans? In 'Loved' nimmt uns Martina Lauchengco mit auf eine Reise durch die Welt des Produktmarketings. Sie zeigt uns, dass es nicht nur darum geht, ein Produkt zu verkaufen, sondern eine Geschichte zu erzählen, die die Kunden lieben werden. Mit Anekdoten aus ihrer Zeit bei Microsoft und Netscape, sowie ihrer Beratungstätigkeit im Silicon Valley, gibt sie uns Einblicke in die Geheimnisse hinter den Kulissen. Wir lernen, dass es nicht die Größe des Marketingbudgets ist, die zählt, sondern die Kreativität und die Fähigkeit, sich in die Kunden hineinzuversetzen. Es ist ein Buch voller Humor, Weisheit und dem einen oder anderen Augenzwinkern, das uns zeigt, wie man Produkte nicht nur verkauft, sondern sie zu etwas macht, das die Kunden wirklich 'lieben'.

 
Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between "also-ran" products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product's of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you:* the centrality of product marketing to any product's success* the key skills and actions required to do it well* the four fundamentals of product marketing and how to apply them* how to hire, lead, and organize product marketing* how product marketers optimize crucial collaboration with other functions* one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketingLOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.

 
Niemals unterschätze die Macht eines gut vermarkteten Produkts.