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Certification
overview 

Ready to level up in product marketing? Whether you're new to the game or looking to refine your skills, our in-person certification is the ticket.

We address the real challenges you face – from breaking into the PMM world to understanding the tools and frameworks you’ll use once you’re there. And guess what?

We're bringing in industry experts to share their tried-and-tested strategies. Plus, with this certification, your entire team will be on the same page, speaking the same PMM language. Let's make magic together!

Curriculum

Chapters

  • What is product marketing?
  • Product marketing career table
  • Portfolio messaging
  • Product marketing framework
  • PMA's product marketing playbook
  • The product lifecycle
  • The difference between a PM and PMM
  • How to work with product management

Chapters

  • Research overview
  • B2B versus B2C
  • Customer research
  • Qualitative vs quantitative
  • Win-loss interviews
  • Win-loss coursework
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Competitor intel coursework
  • Validating your hypothesis
  • Building a business case

Chapters

  • Pricing basics
  • How to take ownership of pricing
  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys + conjoint analysis
  • MaxDiff

Chapters

  • An intro to OKRs
  • GTM OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting + communication

Chapters

  • What are personas?
  • B2B versus B2C personas
  • Persona templates
  • Buyer vs user personas
  • Creating personas
  • How to use personas effectively
  • What is Jobs-To-Be-Done?
  • Ideal customer profiles (ICP)

Chapters

  • Positioning overview
  • Positioning fundamental
  • Show to approach positioning
  • Positioning coursework
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework

Chapters

  • GTM overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical PMM versus traditional PMM
  • GTM for start-ups
  • GTM process
  • Acquisition & engagement channels
  • 3-step growth strategy [Unbounce]
  • GTM process continued
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy

Chapters

  • Why communication's so important
  • 112 tips to communicate better
  • Working with sales, marketing and product management
  • How to train and empower sales
  • How to work with marketing
  • How to work with product

Chapters

  • The role of sales enablement
  • Sales enablement tactics
  • Creating a playbook from scratch
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement
  • Sales enablement platforms
  • Product-led growth

Chapters

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Customer onboarding coursework
  • Retention tactics
  • Customer case studies
  • Key takeaways
  • Exam
  • Analysis fundamentals
  • Areas to analyse
  • A/B testing
  • Cohort analysis

Introduction

Chapters

  • What is product marketing?
  • Product marketing career table
  • Portfolio messaging
  • Product marketing framework
  • PMA's product marketing playbook
  • The product lifecycle
  • The difference between a PM and PMM
  • How to work with product management
Research

Chapters

  • Research overview
  • B2B versus B2C
  • Customer research
  • Qualitative vs quantitative
  • Win-loss interviews
  • Win-loss coursework
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Competitor intel coursework
  • Validating your hypothesis
  • Building a business case

Pricing

Chapters

  • Pricing basics
  • How to take ownership of pricing
  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys + conjoint analysis
  • MaxDiff
OKRs

Chapters

  • An intro to OKRs
  • GTM OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting + communication
Personas

Chapters

  • What are personas?
  • B2B versus B2C personas
  • Persona templates
  • Buyer vs user personas
  • Creating personas
  • How to use personas effectively
  • What is Jobs-To-Be-Done?
  • Ideal customer profiles (ICP)

Positioning & messaging

Chapters

  • Positioning overview
  • Positioning fundamental
  • Show to approach positioning
  • Positioning coursework
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework
GTM

Chapters

  • GTM overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical PMM versus traditional PMM
  • GTM for start-ups
  • GTM process
  • Acquisition & engagement channels
  • 3-step growth strategy [Unbounce]
  • GTM process continued
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy

Communication

Chapters

  • Why communication's so important
  • 112 tips to communicate better
  • Working with sales, marketing and product management
  • How to train and empower sales
  • How to work with marketing
  • How to work with product
Sales enablement

Chapters

  • The role of sales enablement
  • Sales enablement tactics
  • Creating a playbook from scratch
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement
  • Sales enablement platforms
  • Product-led growth
Onboarding, analysis & optimization

Chapters

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Customer onboarding coursework
  • Retention tactics
  • Customer case studies
  • Key takeaways
  • Exam
  • Analysis fundamentals
  • Areas to analyse
  • A/B testing
  • Cohort analysis

The Product Marketing
Core framework

Product marketing is a multi-faceted role with many concepts to cover so you can launch successful products, satisfy your customers, and be acing your career.

This framework helps you navigate all those concepts through five fundamental stages. For each of the stages: discover, strategize, define, get set, and grow, you'll journey through to boost your understanding of pivotal topics.

By understanding each topic on the framework, you'll increase your competency every time to become a well-rounded product marketer.

Discovery

Equip yourself and your team with the info needed through customer feedback and competition research to formulate a strategy that’s relevant to your product and market.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

Strategize

Fail to prepare, prepare to fail. A strategy that looks at barriers, opportunities, and data-backed methodologies is the first step towards creating a winning master plan.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

Define

Define your market, identify your personas, and apply valuable insights gained in the discovery process to shape the customer journey and craft appropriate communication strategies.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

Get set

If you want to go fast, go alone. If you want to go far, go together. Through training, collaboration sessions, and indispensable assets, equip other teams with all the knowledge they need to come with you.

Sales assets

Training

Sales enablement sessions

Marketing

Grow

Prolong your efforts with a post-launch process to ensure your product goes from strength to strength through analysis, optimization, feedback loops, and customer advocacy.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

"I loved the in-person version of the course. I bought the course online first and it was really dry and hard to get through. Switching to in-person had so many more benefits and excelerated my learning."

Ariana Calligaro

Fellow App

"It is an excellent course - for beginners as well as experiences PMM candidates. A very well structured and executed program!"

Sandeep Rath

ProcessMAP Corporation

"Comprehensive and encouraging. It was great to have a community to learn from after the course itself."

Deborah Komkov

Guusto

"Great way to connect to other Product Marketers and learn from each other. The course offers a deeper understanding of PM and how it should be positioned within the organization. It gave me the right tools to get started in this new role within the organization."

Sebastiaan Tillema

Mercell

Download
the curriculum 

Here at PMA, you can learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

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Your
instructors

4.7 star ratings from:

What you'll
accomplish 

Confidence

Leave completely confident in every core product marketing competency, and become the ultimate, well-rounded PMM.

Strategy

Develop actionable strategies to drive product success and growth for your company.

Growth

Instantly apply your newfound learnings & ideas into day-to-day projects and accelerate reaching the next level in your career.

What's
‍‍Included 

01
Content

Dive deep into 11 comprehensive modules covering the A to Z of product marketing, ensuring you're industry-ready.

02
Coursework

Engaging assignments to put theory into practice, creating actionable strategies tailored for your company.

03
Templates

20+ tried, tested, and ready-to-use templates and frameworks to streamline your processes.

04
Insights

Exclusive knowledge from product marketing leaders at top organizations, giving you an edge in the industry.

05
Interactivity

Ask questions and get tailored advice from your instructor and peers throughout this fully interactive course.

06
Access

Lifetime access to all course materials (updated quarterly), including 20+ editable templates, so you're always up-to-date.

07
Workshops

Participate in live, monthly sessions forevermore, to ask questions and learn how to apply your knowledge in the real world.

08
Certification

Official recognition accredited by CPD & CIM, boosting your credibility and career prospects in the PMM world.

09
AI-Powered

Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.

Get access to
‍‍these resources...

With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.

Win/loss email invite template

Win-loss interview questions

Customer feedback questions

Competitor intel checklist

Competitor SWOT analysis

Competitive intel tools

Business case template

B2B and B2C persona questions

B2B user persona example

B2B and B2C buyer persona example

Certified PMMs
earn $16,732 more

43% of those looking to get into PMM secured their first PMM role within three months of completing the course.

Nearly half of the people taking Product Marketing Certified: Core felt more confident in their role upon completion of the course.

Plus, you'll get free drinks and a chance to pick your instructor's and fellow peers' brains!

Choose the wayyou want to learn

Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.

In-person
Enroll now
Live virtual
Enroll now
OnDemand
Enroll now
Comprehensive curriculum
19+ hours of ondemand content, with fireside chats, templates & frameworks, coursework & exams.
Official certification
Official CPD & CIM accredited certification.
Real-time interaction
Interact with peers and the instructor live with real-time feedback.
Instructor-led
Direct support to guide you through the curriculum from a PMM expert.
Role play
Hands-on activities and tangible exercises.
Networking opportunities
Build your network with PMMs near you and bond over drinks.

Learn with an

expert...

March 26, 2025
Product Marketing Certified: Core
Europe
09:00 - 18:00 UTC
1 Day Program
Wednesday, Full-time
Instructed by:

Mentor and Coach, Cambridge Judge Business School

Collette Ramage
To be announced
Previous instructors: Google, Meta and Amazon

Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.

Enroll now
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March 4, 2025
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
4 week Program
Tuesdays, Part-time
Instructed by:

Director Product Marketing, Celigo

Div Manickam
To be announced
Previous instructors: Google, Meta and Amazon

Div currently serves as Director of Product Marketing at Celigo and is an expert in residence at Product Marketing Alliance.

Throughout her career, she’s led B2B SaaS product marketing efforts in startups and Fortune 500 technology companies in collaboration with product, sales, and marketing teams. Div enjoys sharing experiences on career growth, authentic leadership, mindfulness, mental well-being, stress and anxiety, and product marketing.

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March 4, 2025
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
4 week Program
Tuesdays, Part-time
Instructed by:

Director Product Marketing, Celigo

Div Manickam
To be announced
Previous instructors: Google, Meta and Amazon

Div currently serves as Director of Product Marketing at Celigo and is an expert in residence at Product Marketing Alliance.

Throughout her career, she’s led B2B SaaS product marketing efforts in startups and Fortune 500 technology companies in collaboration with product, sales, and marketing teams. Div enjoys sharing experiences on career growth, authentic leadership, mindfulness, mental well-being, stress and anxiety, and product marketing.

Enroll now
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February 25, 2025
Product Marketing Certified: Core
North America
09:00 - 14:00 CT
2 Day Program
Tuesday & Wednesday, Part-time
Instructed by:

Head Product Marketing and Research, StyleSeat

Meenal Relekar
To be announced
Previous instructors: Google, Meta and Amazon

Meenal is seasoned Product Marketing leader with over 16 years of experience across B2B and B2C industries, specializing in strategic, customer-first approaches that shift Product Marketers from collateral creators to thought partners. Skilled in all aspects of product marketing, from ideation to launch and recognized as a Top 100 Product Marketing Influencer.

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January 29, 2025
Product Marketing Certified: Core
North America
09:00 - 18:00 CT
1 Day Program
Wednesday, Full-time
Instructed by:

Senior Product Marketing Manager, Motive

Crystal Crouch
To be announced
Previous instructors: Google, Meta and Amazon

Crystal is a seasoned Fintech/Insurtech Product Marketing Leader driven by a deep-seated passion for understanding and fulfilling customer needs. Her expertise lies in generating substantial momentum for new product launches through meticulous planning, development, and execution of brand, go-to-market, and CRM marketing strategies, all meticulously aligned with enterprise objectives.

Drawing upon data and analytics, Crystal is adept at driving informed business decisions and offering continuous recommendations to optimize marketing outcomes.

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January 14, 2025
Product Marketing Certified: Core
Australasia
19:00 - 21:30 SYD
2 week Program
Tuesdays & Wednesdays, Part-time
Instructed by:

Founder & CEO, Deepstar Strategic

Andrew Hatfield
To be announced
Previous instructors: Google, Meta and Amazon

Andrew Hatfield has over 25 years of experience working across startup, enterprise, and governmental organizations. Throughout his career, Andrew has focused on two things - building teams with amazing cultures and solving problems that customers care about. In his experience, those two are inextricably linked - you can’t succeed at one without the other. With a track record of launching new products, scaling startups, and turning businesses around, Andrew knows how to build supportive and collaborative teams that work across organizational boundaries. Need the guidance for creating a high-performing team that thrives and delivers? You're in safe hands.

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January 14, 2025
Product Marketing Certified: Core
Europe
08:00 - 10:30 UTC
2 week Program
Tuesdays & Wednesdays, Part-time
Instructed by:

Founder & CEO, Deepstar Strategic

Andrew Hatfield
To be announced
Previous instructors: Google, Meta and Amazon

Andrew Hatfield has over 25 years of experience working across startup, enterprise, and governmental organizations. Throughout his career, Andrew has focused on two things - building teams with amazing cultures and solving problems that customers care about. In his experience, those two are inextricably linked - you can’t succeed at one without the other. With a track record of launching new products, scaling startups, and turning businesses around, Andrew knows how to build supportive and collaborative teams that work across organizational boundaries. Need the guidance for creating a high-performing team that thrives and delivers? You're in safe hands.

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February 11, 2025
Product Marketing Certified: Core
North America
09:00 - 11:30 CT
2 week Program
Tuesdays & Wednesdays, Part-time
Instructed by:

Product Marketing Consultant, The Go To Group

Hope Chauland
To be announced
Previous instructors: Google, Meta and Amazon

Hope is a certified coach, consultant, and mentor with a Master’s in Marketing and 10+ years of experience in B2B SaaS. She has worked internationally with startups, scale-ups, and multinational corporations, including building foundational strategies and leading teams as a Senior Product Marketing Manager.

Hope empowers Product Marketers to advance their careers, stand out, and unlock new opportunities confidently. A leadership development expert, she has partnered with clients like KPMG, Microsoft, Vodafone, and NatWest to deliver impactful coaching and facilitation. Combining expertise and lived experience, Hope is passionate about helping businesses and individuals grow and thrive.

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February 11, 2025
Product Marketing Certified: Core
Europe
15:00 - 17:30 UTC
2 week Program
Tuesdays & Wednesdays, Part-time
Instructed by:

Product Marketing Consultant, The Go To Group

Hope Chauland
To be announced
Previous instructors: Google, Meta and Amazon

Hope is a certified coach, consultant, and mentor with a Master’s in Marketing and 10+ years of experience in B2B SaaS. She has worked internationally with startups, scale-ups, and multinational corporations, including building foundational strategies and leading teams as a Senior Product Marketing Manager.

Hope empowers Product Marketers to advance their careers, stand out, and unlock new opportunities confidently. A leadership development expert, she has partnered with clients like KPMG, Microsoft, Vodafone, and NatWest to deliver impactful coaching and facilitation. Combining expertise and lived experience, Hope is passionate about helping businesses and individuals grow and thrive.

Enroll now
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New York City
Product Marketing Certified: Core
Cre8ive, NYC, 134 West 29th Street 2nd Floor, New York, NY 10001
March 12, 2025
1 Day Program
Wednesday, Full time
Instructed by:

Executive Director, Ad Product Marketing, The New York Times

Valerio Poce
To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.

Valerio is an experienced marketing leader with a versatile background spanning large and small tech and publishing companies. A true marketing generalist, Valerio combines a passion for storytelling with a growth-driven mindset, having successfully led teams and projects across product marketing, brand marketing, retail marketing, and more. As a trained coach through CTI Coactive Coaching, Valerio empowers individuals to thrive personally and professionally through a diverse network of coaches who celebrate uniqueness and foster meaningful growth.

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Minneapolis
Product Marketing Certified: Core
Workbox, 801 S Marquette Ave. Suite 200, Minneapolis, MN 55402
Early bird pricing ends January 26
March 25, 2025
1 Day Program
Tuesday, Full time
Instructed by:

Senior Product Marketing Manager, Webflow

Jerod Greenisen
To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.

Jerod is a seasoned Senior Product Marketing Manager at Webflow. With a wealth of experience in the industry, he excels in crafting impactful marketing strategies to drive product success. Jerod's expertise lies in leveraging his deep understanding of customer needs to develop compelling messaging and positioning strategies. Passionate about empowering businesses to thrive in the digital landscape, Jerod is dedicated to delivering exceptional results for Webflow and its users.

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San Francisco
Product Marketing Certified: Core
Early bird pricing ends February 2
April 1, 2025
1 Day Program
Tuesday, Full time
Instructed by:

Director Product Marketing, Celigo

Div Manickam
To be announced
Previous instructors: Google, Meta and Amazon
1 full day in-person for 9 hours
Join our expert in residence in-person where you’ll experience hands-on training, real-world insights, and unparalleled networking.

Div currently serves as Director of Product Marketing at Celigo and is an expert in residence at Product Marketing Alliance.

Throughout her career, she’s led B2B SaaS product marketing efforts in startups and Fortune 500 technology companies in collaboration with product, sales, and marketing teams. Div enjoys sharing experiences on career growth, authentic leadership, mindfulness, mental well-being, stress and anxiety, and product marketing.

See full curriculum
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Product Marketing Certified: Core
Instructed by:

,

To be announced
Previous instructors: Google, Meta and Amazon
Chicago
Product Marketing Certified: Core
Early bird pricing ends February 23
April 22, 2025