{"product_id":"loved-how-to-rethink-marketing-for-tech-products-9781119703648","title":"Loved: How to Rethink Marketing for Tech Products","description":"\u003cp\u003e\u003cb\u003eMost 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 company.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 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 story.\u003c\/p\u003e \u003cp\u003ePart 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 vision.\u003c\/p\u003e \u003cp\u003eSharing 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 marketing.\u003c\/p\u003e \u003cp\u003eWith dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you: \u003c\/p\u003e \u003cul\u003e \u003cli\u003ethe centrality of product marketing to any product's success\u003c\/li\u003e \u003cli\u003ethe key skills and actions required to do it well\u003c\/li\u003e \u003cli\u003ethe four fundamentals of product marketing and how to apply them\u003c\/li\u003e \u003cli\u003ehow to hire, lead, and organize product marketing\u003c\/li\u003e \u003cli\u003ehow product marketers optimize crucial collaboration with other functions\u003c\/li\u003e \u003cli\u003eone-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eLOVED 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eMARTINA LAUCHENGCO\u003c\/b\u003e 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 \u003ci\u003eTechCrunch\u003c\/i\u003e and \u003ci\u003eVentureBeat\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003eMartina 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTwitter: @mavinmartina\u003cbr\u003e LinkedIn: martinalauchengco\u003cbr\u003e Martinalauchengco.com \u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":50618795589906,"sku":"9781119703648","price":25.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_60b90ef9-e6a8-4515-b2ae-f6e106c0690a.jpg?v=1732541375","url":"https:\/\/surprise-castle.myshopify.com\/products\/loved-how-to-rethink-marketing-for-tech-products-9781119703648","provider":"Surprise Castle","version":"1.0","type":"link"}