Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group) - Hardcover

Über die Autorin bzw. den Autor

MARTINA LAUCHENGCO is the product marketing partner at Silicon Valley Product Group and a partner at Costanoa Ventures, a boutique early-stage venture capital firm. Martina worked at Microsoft and Netscape, two of the most formative tech companies of all time, before advising startups and Fortune 500 companies. A lecturer in the engineering graduate program at UC Berkeley, her work has been featured in TechCrunch and VentureBeat.

Martina received her BA and MA from Stanford University. An avid cyclist, runner and snowboarder, she lives in San Francisco with her husband and two children.

Twitter: @mavinmartina
LinkedIn: martinalauchengco
Martinalauchengco.com

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PRAISE FOR LOVED

“There really hasn’t been a definitive book on the art and science of product marketing, and companies have struggled to bring a strategic approach to the discipline. But now there is! LOVED is a hands-on guide to help marketers excel at the fundamentals of product marketing. Martina brings a wealth of real-world experience to this book, as a marketing executive herself. Put simply, I loved LOVED. You will too.”
―JON MILLER, CMO, Demandbase; former Co-founder, Marketo

“A must-read for business leaders who want their products to not just be launched, but to be loved by customers. Martina demystifies why some great products ascend to great heights and why some fizzle. Focused on technology but relevant to all, this book unravels the mysteries of product- market fit at every phase of growth with accessible examples and relevant tips.”
―TATYANA MAMUT, PhD, SVP Product, Pendo; former GM, AWS, Amazon

“I didn’t realize how powerful product marketing could be until I saw it done really well. It completely changed what I thought was possible and made me rethink how to structure a marketing team. Martina’s book shows the rest of the world how to succeed in product marketing. She is a force of nature.”
―DOUG CAMPLEJOHN, CEO, Airspee; former GM, Sales Cloud, Salesforce

“Great products deserve great product marketing. LOVED debunks the common myths of product marketing and serves as a practical guide to help you cut through the noise. Martina is a CMO’s best friend.”
―ROBERT CHATWANI, CMO, Atlassian

“Our industry has needed the definitive book on product marketing for so long, and with LOVED, Martina has finally written it. This book is essential reading for tech startups but applies just as much for mature companies wanting to do product marketing better.”
―SARAH LEARY, Co-founder, NextDoor

Aus dem Klappentext

Good product marketing is the difference between products that lead their markets and those that go nowhere, yet it remains widely misunderstood.

In LOVED: How to Rethink Marketing for Tech Products, Silicon Valley veteran Martina Lauchengco delivers a clear and intuitive guide to craft strategies to bring your product to market, apply customer insights, shape how the world sees your product, and inspire customers to be evangelists. You’ll learn these four fundamentals of best-in-class product marketing plus how to implement them, hire for them, and lead and organize the role for maximum impact.

Using stories grounded in her own experiences as well as examples from the front lines of leading companies like Apple, Dropbox, Microsoft, Netflix, and Salesforce, this book provides one-sheet frameworks and agile marketing practices to simplify and elevate your product marketing.

Written for product teams, marketers, founders and company leaders, LOVED describes the key skills, competencies, and actions you must take to do product marketing well and succeed in this crucial function. It invites a customer- and market-centric approach that helps turn customers into raving fans and ensure your products realize their business potential.

LOVED is an insightful and exciting opportunity for you to rethink your company’s marketing by focusing on better product marketing.