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.

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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:

Timestamps:

[00:00:00] Intro

[00:01:37] Product marketing 101

[00:03:24] Which companies need product marketing?

[00:07:30] Structuring product marketing

[00:09:40] How product marketing differs from traditional marketing and sales 

[00:10:28] An example of successful product marketing

[00:14:46] Healthy collaboration between product marketing and product management

[00:18:57] How to do product marketing without product marketers

[00:20:52] Making the case for product marketing at your company

[00:24:03] Outro

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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/

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Production:

Production by supermix.io