Marketing for global companies that turn customers into fans

How do leading IT companies like Apple, Microsoft, Netflix, Dropbox, and Salesforce market their products? The best products aren't always recognized in the market.
No matter how excellent your product is, if your competitor has a strong product marketing strategy, you can lose the initiative.
Leveraging the marketing techniques of Silicon Valley Product Groups can help you develop strategies for customer segmentation, product positioning, collaboration with other teams, and even bringing your product to market.
Furthermore, effective product marketing gets customers thinking about the product and the company, and encourages them to spread the word about the product themselves.
Learn product marketing techniques that will make your customers fall in love.

When Blue came into my office, I could tell something bad was about to happen.
The last time the Microsoft Word business manager came to my office, he just stopped by to see what kind of person I was.
He stated the purpose of his visit without hesitation: “I just received an email from Bill Gates.
He said, 'Fix Word for Mac, it's dragging down Microsoft's stock.'
So I came to ask you what on earth we are doing.”
--- p.xix

Reeditrator rebranded as Pocket, swept all the major app awards, and integrated with hundreds of apps.
He secured numerous investment opportunities and broke all the records that could be commonly called the standards of success.
When Mozilla, the maker of the Firefox browser, acquired Pocket, it had 20 million users. How did Winer and his small team succeed against the Goliaths of Arment and Instapaper?
--- p.5

Regardless of whether he got the product right or not, Jack learned the hard way that he should have started marketing his product before, or at the same time as, sales.
He could have diagnosed and improved product-market fit more quickly, which would have naturally led to better sales performance.
He was just obsessed with the idea that you need a sales team to sell stuff.
He learned, albeit belatedly, that marketing was a necessary tool if he wanted to sell his products.

--- p.67

I believe that most IT companies' branding is primarily determined by product experience.
But from a customer perspective, branding encompasses everything from product support to sales processes and pricing.
This is an extension of your website, social media, or advertising, which are obvious brand expressions.

--- p.151

Positioning and messaging are more effective when they are part of a bigger picture.
Because it gives people a reason to believe.
And the story remains more vivid in the memory.
You can try to position your product by making your message feel like useful information.
When you approach it this way, customers feel more educated than sold.

--- p.200

When she worked as head of product marketing for Photoshop at Adobe, product managers would plan features and hand those plans off to the product marketing team to work on messaging and drive sales.
Mala made it a point to attend every meeting to deeply understand and not miss any marketing opportunities.
How do you expand your business? Are there any pricing issues? What is your product's go-to-market strategy? She demonstrated firsthand what strategic product marketing looks like and began to shift the organization's perception.

--- p.247