Built and trusted by experts at
See more
Built and taken by experts at

Program

overview

There's a lot of buzz about product marketing and what it entails. Our certification's here to set things straight. Dive into an immersive experience covering everything from market research and pricing strategies to positioning and onboarding.

Beyond the theory, we roll up our sleeves with hands-on activities, expert tuition, and engaging Q&A sessions. But what's in it for you? First, you'll master essential PMM skills, boosting your market value and confidence.

Plus, this course is the key to getting your entire team aligned on PMM's core principles. With everyone in sync, you'll foster a unified approach to product launches, campaigns, and strategies. So, if you’re looking to enhance your skill set and ensure everyone's marching to the same beat, you're in the right place.

Course

Timetable

General Activity
Topic Discussion
Topic Activity
AM Session

Welcome

  • An intro to product marketing
  • PMA's product marketing playbook
  • The product lifecycle
  • How to work with product management
  • Research


Research

  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case


Pricing

  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys & conjoint analysis

OKRs

  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs

Personas

  • What are personas + persona templates
  • Buyer vs user personas
  • Creating your personas
  • How to use personas effectively
  • Jobs-to-be-done

PM Session

Positioning & messaging

  • Positioning fundamentals
  • How to approach positioning
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework

Go-to-Market

  • Go-to-Market process
  • Go-to-Market templates (incl. how to use them)
  • Acquisition & engagement channels
  • Timing your launch
  • Communicating your GTM strategy

Communication

  • The importance of strong communication skills
  • 12 tips to communicate better

Sales enablement

  • The role of sales enablement
  • Sales enablement tactics
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement

Onboarding

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies

Analysis & optimization

  • Analysis fundamentals
  • Areas to analyze
  • A/B testing
  • Cohort analysis

Day 1

AM Session

Welcome

  • An intro to product marketing
  • PMA's product marketing playbook
  • The product lifecycle
  • How to work with product management
  • Research


Research

  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case


Pricing

  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys & conjoint analysis

PM Session

OKRs

  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs

Personas

  • What are personas + persona templates
  • Buyer vs user personas
  • Creating your personas
  • How to use personas effectively
  • Jobs-to-be-done
Day 2

AM Session

Positioning & messaging

  • Positioning fundamentals
  • How to approach positioning
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework

Go-to-Market

  • Go-to-Market process
  • Go-to-Market templates (incl. how to use them)
  • Acquisition & engagement channels
  • Timing your launch
  • Communicating your GTM strategy

Communication

  • The importance of strong communication skills
  • 12 tips to communicate better

PM Session

Sales enablement

  • The role of sales enablement
  • Sales enablement tactics
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement


Onboarding

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies


Analysis & optimization

  • Analysis fundamentals
  • Areas to analyze
  • A/B testing
  • Cohort analysis
Week 1

Welcome

  • An intro to product marketing
  • PMA's product marketing playbook
  • The product lifecycle
  • How to work with product management
  • Research


Research

  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case


Pricing

  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys & conjoint analysis

OKRs

  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs


Personas

  • What are personas + persona templates
  • Buyer vs user personas
  • Creating your personas
  • How to use personas effectively
  • Jobs-to-be-done
Week 2

Positioning & messaging

  • Positioning fundamentals
  • How to approach positioning
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework


Go-to-Market

  • Go-to-Market process
  • Go-to-Market templates (incl. how to use them)
  • Acquisition & engagement channels
  • Timing your launch
  • Communicating your GTM strategy


Communication

  • The importance of strong communication skills
  • 12 tips to communicate better

Sales enablement

  • The role of sales enablement
  • Sales enablement tactics
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement


Onboarding

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies


Analysis & optimization

  • Analysis fundamentals
  • Areas to analyze
  • A/B testing
  • Cohort analysis
Week 1

Welcome

  • An intro to product marketing
  • PMA's product marketing playbook
  • The product lifecycle
  • How to work with product management
  • Research


Research

  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case


Pricing

  • Calculating your baseline
  • Cost-plus pricing
  • Competitor-based pricing
  • Value-based pricing
  • Dynamic pricing
  • Price sensitivity surveys & conjoint analysis
Week 2

OKRs

  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs


Personas

  • What are personas + persona templates
  • Buyer vs user personas
  • Creating your personas
  • How to use personas effectively
  • Jobs-to-be-done
Week 3

Positioning & messaging

  • Positioning fundamentals
  • How to approach positioning
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework


Go-to-Market

  • Go-to-Market process
  • Go-to-Market templates (incl. how to use them)
  • Acquisition & engagement channels
  • Timing your launch
  • Communicating your GTM strategy


Communication

  • The importance of strong communication skills
  • 12 tips to communicate better
Week 4

Sales enablement

  • The role of sales enablement
  • Sales enablement tactics
  • Sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement


Onboarding

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Retention tactics
  • Customer case studies


Analysis & optimization

  • Analysis fundamentals
  • Areas to analyze
  • A/B testing
  • Cohort analysis
Week 1
Research
  • Research overview
  • B2B versus B2C customer research
  • Qualitative vs quantitative research
  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validating your hypothesis
  • Building a business case

Week 2
Pricing 
  • 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

Week 3

 Objectives and key results 

  • An intro to OKRs
  • Go-to-Market OKRs
  • Sales enablement OKRs
  • Lead-gen OKRs
  • Product adoption OKRs
  • Reporting and communication

Week 4

Personas

  • What are personas?
  • B2B versus B2C user personas
  • Persona templates
  • Buyer personas vs user personas
  • Creating your personas
  • How to use personas effectively
  • What is Jobs-to-be-Done?
  • Ideal Customer Profiles
  • Persona template resources
  • Persona Certified
Week 5

Positioning & messaging

  • Positioning overview
  • Positioning fundamentals
  • How to approach positioning
  • Positioning coursework
  • Understanding messaging
  • An intro to narrative design
  • Storytelling framework
  • Positioning template resources

Week 6

Go-to-Market

  • Go-to-Market overview
  • Marketing channels
  • Field marketing
  • Partner Marketing
  • The difference between PMM and solutions marketing
  • Technical product marketing versus traditional product marketing
  • GTM strategy for startups
  • Go-to-Market process
  • Acquisition & engagement channels
  • Go-to-Market process continued
  • Beta testing
  • Timing your launch
  • Communicating your GTM strategy

Week 7

 Communication

  • Why communication is so important
  • 12 tips to communicate better
  • Working with sales, marketing & product management
  • How to train and empower sales
  • How to work with marketing
  • How to work with product

Week 8

Sales enablement

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

Week 9

Onboarding 

  • Onboarding examples
  • Onboarding framework
  • Onboarding best practices
  • Customer onboarding coursework
  • Retention tactics
  • Customer case studies

Week 10

Analysis & optimization

  • Analysis fundamentals
  • Areas to analyze
  • A/B testing
  • Cohort analysis

"PMA delivers real-world leadership training from proven specialists

Once again, the Product Marketing Alliance has delivered an excellent course based on real-world experience and leadership.

Highly recommend anyone wanting to further their leadership aspirations to learn from these existing proven performers and raise your own bar."

Andrew Hatfield

Deepstar Strategic

Deepstar Strategic

"I found the course to be highly instructive. I thought the facilitator/instructor was very knowledgeable, engaging, informative, and clear. Definitely enjoyed the course."

Antonio Diep

ToastTab

ToastTab

"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

Fellow App

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.

This is some text inside of a div block.

Your
instructors

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.

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

Live and online vs
OnDemand 

Accountability

No need to worry about buying a course that you won’t use. Attend the dedicated session(s) you’ve committed to.

Real-time

Learn from the experience of and ask your expert instructor questions if you get stuck or to help solve your real-life challenges in your role.

Reinforcement techniques

50% of info is forgotten within an hour - unless you’re learning with us. We drive long-lasting change with science-backed teaching methods.

How it'll
work

We meet online over the period you've chosen and cover the outlined modules, exams, and coursework plus have time for a Q&A session(s) with your expert instructor.

After every session, you’ll be given optional extra materials. You'll also have the option to join mentorship calls every Thursday.

After your last session (provided you pass the exams), you’ll be officially Product Marketing Certified!

5 star ratings from:

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.

Item text here

Item text here

Item text here

Item text here

Item text here

Item text here

Item text here

Item text here

Item text here

Item text here

Item text here

Get this course plus 25 others,
with Pro+ membership

Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every session, live, and OnDemand plus more:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Subscribe to Pro+
Individual course
$1,299
One off payment
One-off payment available for on-demand, live and online, and in-person:

Lifetime access to individual course bought

Get exclusive content based on your course

Access to PMM Mentors

Book a free
career consultation

Learn from product marketing maestros at Meta, Atlassian, Airbase, and more!

Unlock tried-and-tested frameworks used by the best in the biz.

Walk away with actionable learnings you can apply right away.

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, s
elect the plan that’s best for you...

Old Way

Long, boring books by armchair authors
Stodgy, outdated training
All theory, not actionable
vs

New Way

Content updated every 6 months
Interactive learning at your own pace
Insights from the best in the business

Why choose
courses from PMA?

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

Get your team on
the same page...

Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.

Trusted by teams including:

Learn with an

expert...

July 8, 9, 15, 16, 2024
2 weeks
 / 
$1,299
18:00 - 20:30 CT
North America
Enroll now
July 9, 10, 16, 17, 2024
2 weeks
 / 
$1,299
09:00 - 11:30 SYD
Australasia
Enroll now
July 17, 2024
1 Day
 / 
$1,299
09:00 - 18:00 CT
North America
Enroll now
July 23 & 24, 2024
2 Days
 / 
$1,299
09:00 - 14:00 CT
North America
Enroll now
August 1, 8, 15, 22, 2024
4 weeks
 / 
$1,299
08:00 - 10:30 UTC
Europe
Enroll now
August 1, 8, 15, 22, 2024
4 weeks
 / 
$1,299
18:00 - 20:30 SYD
Australasia
Enroll now
August 5, 6, 12, 13, 2024
2 weeks
 / 
$1,299
09:00 - 11:30 CT
North America
Enroll now
August 5, 6, 12, 13, 2024
2 weeks
 / 
$1,299
14:00 - 16:30 UTC
Europe
Enroll now
August 14, 2024
1 Day
 / 
$1,299
09:00 - 18:00 CT
North America
Enroll now
August 20 & 21, 2024
2 Days
 / 
$1,299
09:00 - 14:00 UTC
Europe
Enroll now
September 5, 12, 19, 26, 2024
4 weeks
 / 
$1,299
08:00 - 10:30 UTC
Europe
Enroll now
August 5, 12, 18, 26, 2024
4 weeks
 / 
$1,299
18:00 - 20:30 SYD
Australasia
Enroll now
September 9, 10, 16, 17, 2024
2 weeks
 / 
$1,299
18:00 - 20:30 CT
North America
Enroll now
September 10, 11, 17, 18, 2024
2 weeks
 / 
$1,299
09:00 - 11:30 SYD
Australasia
Enroll now
September 18, 2024
1 Day
 / 
$1,299
08:00 - 17:00 UTC
Europe
Enroll now
September 24 & 25, 2024
2 Days
 / 
$1,299
09:00 - 14:00 CT
North America
Enroll now
October 3, 10, 17, 24, 2024
4 weeks
 / 
$1,299
08:00 - 10:30 UTC
Europe
Enroll now
October 3, 10, 17, 24, 2024
4 weeks
 / 
$1,299
18:00 - 20:30 SYD (week 1) | 19:00 - 21:30 SYD (week 2, 3, 4)
Australasia
Enroll now
October 7, 8, 14, 15, 2024
2 weeks
 / 
$1,299
14:00 - 16:30 UTC
Europe
Enroll now
October 7, 8, 14, 15, 2024
2 weeks
 / 
$1,299
09:00 - 11:30 CT
North America
Enroll now
October 16, 2024
1 Day
 / 
$1,299
09:00 - 18:00 CT
North America
Enroll now
October 22 & 23, 2024
2 Days
 / 
$1,299
09:00 - 14:00 UTC
Europe
Enroll now
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
San Francisco
September 3, 2024
 / 
$1,299
North America
Enroll now
Miami
September 24, 2024
 / 
$1,199
North America
Early bird pricing ends 29 July
Enroll now
Boston
October 2, 2024
 / 
$1,299
North America
Early bird pricing ends August 5
Enroll now
Vancouver
October 8, 2024
 / 
CA$1,499
North America
Super early bird pricing ends 17 June
Enroll now
Sydney
November 5, 2024
 / 
AU$1,799
Australasia
Super early bird pricing ends July 15
Enroll now
Chicago
November 12, 2024
 / 
$1,199
North America
Super early bird ends July 22
Enroll now
London
December 3, 2024
 / 
£999
Europe
Enroll now
Toronto
December 3, 2024
 / 
CA$1,499
North America
Enroll now
New York City
March 20, 2025
 / 
$1,499
North America
Enroll now
Paris
March 25, 2025
 / 
$1,499
Europe
Enroll now
Denver
April 9, 2025
 / 
$1,499
North America
Enroll now
Minneapolis
April 16, 2025
 / 
$1,499
North America
Enroll now
Los Angeles
April 23, 2025
 / 
$1,499
North America
Enroll now
Amsterdam
May 15, 2025
 / 
€1,399
Europe
Enroll now
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Product Marketing Certified: Core

Learn the A to Z of product marketing and take your career to the next level with our fully self-paced and only CPD and CIM-accredited product marketing certification. Already taken by thousands of product markters and trusted by the largest companies around - wil you join them?

Accelerate your learning with our product marketing AI coach.

Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.

FAQS

Is Product Marketing Certified: Core accredited?

Yep, it sure is. As well as getting the seal of approval from orgs like HubSpot, Facebook, TikTok, Salesforce, Sky, and more, Product Marketing Certified: Core is accredited by both the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).

Who's Product Marketing Certified: Core for?

Anyone with an interest in product marketing. If you’re looking to transition into the industry, it’ll arm you with that all-important foundational layer of intel to hit the ground running. If you’re relatively new to product marketing, it’ll up-skill you in areas you might not have quite so much practical experience in. If you’re a product marketing veteran, it’s a great refresher on current trends and potential new practices. And for everyone, it’s an awesome opportunity to learn from senior-level PMMs from some of the world’s biggest businesses.

How do the online sessions actually run?

Each session will be a mix of your instructor going through the course content, you and your classmates asking questions (and getting answers!), practical tasks, and setting and going through coursework assignments.

Is the homework mandatory?

It's not mandatory, but we'd highly recommend getting stuck in. These live and online sessions have been designed to bring even more interactivity to Product Marketing Certified: Core, and give you plenty of actionable takeaways. The more you put in, the more you get out, so we strongly encourage everyone to complete any coursework and get involved with the Q&As when they're happening.

What happens if I can't make one of my weekly sessions?

If you pick a program that fits your schedule, hopefully this won't happen. However, we totally understand that things sometimes come up, so we record all our sessions. That way, if you're unable to attend one week, you can still get access to all the content and Q&As, and find out about any coursework.

Do I have to turn my camera on for the sessions?

You don't have to. However, we do recommend it. Being able to see everyone will help you and everyone else replicate that in-person classroom environment, and provide your instructor with more visual cues. That said, we don't want anyone to feel uncomfortable, so if you don't want your camera on, please don't feel pressured!

Does this course cover everything I need to know to be a product marketer?

This course is pretty darn comprehensive, if we do say so ourselves. From research through to optimization it covers the A to Z. However, as there are so many facets to product marketing, it’s very much more focused on the essentials.

I’d love to get my whole team certified – do you offer any discounts?

Yep! Drop Matt a line on m.booth@pmmalliance.com and let him know what you want, and he'll put a personalized package together for you. FYI, these don’t just have to be online and live either, they can be online + on demand or live + in-person, too.

I noticed course subscribers qualify for a discount on PMA Membership plans – what do they include?

That’s right! Anyone who takes part in the Product Marketing Certified Core program will be eligible for a discount on our membership plans – which include exclusive content, even more templates and frameworks, mentors, OnDemand videos, and more. For more details about what’s included within the subscriptions head here.

What happens if I don’t pass the course exams?

If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.

Check out our
‍‍‍other courses...

Included in Pro+
Advanced Product Marketing Certified

Elevate your impact with advanced product marketing certification. Go from tactical to strategic influence, establishing authority and strategic value.

Positioning Certified Masters

Find your place in the market. Make yourself heard. Differentiate your product.

Narrative Design Certified Masters

Transform your company’s positioning and make sure your product stands out from the crowd.