Coaching Product Marketing

In this episode, Christian Idiodi and fellow SVPG partner, Martina Lauchengco, discuss product marketing. Martina is a leading mind on the subject and the author of “Loved: How to Rethink Marketing for Tech Products.” Learn what product marketing is, how it fits with other functions, and why it ultimately matters.

In this discussion we unpack:
• The fundamentals of product marketing
• Its interplay with product management, traditional marketing, and sales
• A real world success story
• Identifying a need for product marketing at your company
• The case for product marketing at your company

References:
• Costanoa Ventures: https://costanoa.vc/
• LOVED: How to Rethink Marketing for Tech Products, by Martina Lauchengco: https://www.svpg.com/books/loved-how-to-rethink-marketing-for-tech-products/

Where to find SVPG:
• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/
• Other books: https://www.svpg.com/books/
• Articles: https://www.svpg.com/articles/
• Workshops: https://www.svpg.com/
• Videos: https://www.svpg.com/videos/

Where to find Christian Idiodi:
• LinkedIn: https://www.linkedin.com/in/cidiodi/

Where to find Martina Lauchengco:
• LinkedIn: https://www.linkedin.com/in/martinalauchengco/

Timestamps:
(00:00) Intro
(01:37) Product marketing 101
(03:24) Which companies need product marketing?
(07:30) Structuring product marketing
(09:40) How product marketing differs from traditional marketing and sales 
(10:28) An example of successful product marketing
(14:46) Healthy collaboration between product marketing and product management
(18:57) How to do product marketing without product marketers
(20:52) Making the case for product marketing at your company
(24:03) Outro

Disclaimer:
While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

Production:
Production by supermix.io