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How to Rethink Marketing for Tech Products

Wiley, 2022 more...


Editorial Rating

7

Qualities

  • Applicable
  • Background
  • Concrete Examples

Recommendation

Tech companies need to go beyond product/market fit – they need to bring products to market strategically: the role of product marketing. In this valuable guide, veteran product marketer Martina Lauchengco offers specific, comprehensive approaches for planning product go-to-market, covering knowledge development, external and internal partnering, branding, evangelism, and more. Lauchengco also outlines the various roles of product marketers within the organization and offers insights into product marketing as a career. This is the third entry in Silicon Valley Product Group’s popular series for tech leaders. 

Take-Aways

  • Product marketing is the foundation of marketing tech products.
  • Product marketers act as strategists for product go-to-market (GTM).
  • Product marketers serve as ambassadors linking customers and internal teams.

About the Author

Costanoa Ventures partner Martina Lauchengco is a product marketing partner with SVPG (Silicon Valley Product Group) and a UC Berkeley lecturer in the engineering graduate program.