Establish your influence with Advanced Product Marketing.

Carefully curated for senior PMMs, this course bridges the gap between strategy and execution, setting you up for the next stage of your career.
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Course
overview 

With this Advanced Product Marketing Certification, you'll tackle every product marketing challenge through a unique lens – balancing tactics and strategy. We're talking real-world case studies, tested frameworks, and influencing organizational decisions.

You’ll cover the whole GTM motion, as well as leadership skills, and learn how to build your personal brand. This isn't just about mastering your day-to-day role – it's about setting you up for the next big leap in your career. Ready to dive in?

Chapters

  • Course expectations
  • Maximizing course benefits
  • Product marketing perception
  • Senior PMM career trajectory
  • Future of Product Marketing
  • Key takeaways

Chapters

  • Strategy vs. tactics recap
  • Strategic vision importance
  • Roadmap construction
  • Fireside chat with Collette Johnson
  • Delivering strategy effectively
  • Key takeaways
  • Coursework

Chapters

  • Market research fundamentals
  • B2B vs. B2C vs. B2D distinctions
  • Primary vs. secondary research
  • Voice of Customer (VoC) definition
  • Customer feedback utilization
  • ROI calculation
  • Key takeaways

Chapters

  • Competitive intelligence overview
  • Win/loss interviews
  • Presenting CI findings effectively
  • Fireside chat with Alex McDonnell
  • Analyst Relations components
  • Framework elements
  • Panel discussion
  • Key takeaways

Chapters

  • Segmentation basics
  • Lucrative segment identification
  • Persona creation process
  • Data consolidation techniques
  • Persona sharing strategies
  • Key takeaways

Chapters

  • Strategic positioning importance
  • Positioning exercises
  • Messaging foundation
  • Proof points gathering
  • Key takeaways

Chapters

  • Narrative creation process
  • Internal and external narrative rollout
  • Pricing strategies overview
  • Freemium and dynamic pricing
  • Pricing leadership by PMM
  • Key takeaways

Modules

  • OKRs and KPIs importance
  • Product launch metrics overview
  • Sales and adoption metrics
  • Metrics selection framework
  • GTM alignment and launch phases
  • Key takeaways

Modules

  • Sales enablement assets and ownership
  • Sales process optimization
  • Customer retention versus loyalty
  • Retention improvement strategies
  • Key takeaways

Modules

  • Collaboration importance
  • Establishing PMM as a strategic partner
  • Managing up and team motivation
  • Fireside chat with Dennis Yuscavitch
  • Personal brand building strategies
  • Successful PMM personal brand examples
  • Key takeaways
Introduction

Chapters

  • Course expectations
  • Maximizing course benefits
  • Product marketing perception
  • Senior PMM career trajectory
  • Future of Product Marketing
  • Key takeaways
Strategic planning and implementation

Chapters

  • Strategy vs. tactics recap
  • Strategic vision importance
  • Roadmap construction
  • Fireside chat with Collette Johnson
  • Delivering strategy effectively
  • Key takeaways
  • Coursework
Market and customer research

Chapters

  • Market research fundamentals
  • B2B vs. B2C vs. B2D distinctions
  • Primary vs. secondary research
  • Voice of Customer (VoC) definition
  • Customer feedback utilization
  • ROI calculation
  • Key takeaways
Competitive intelligence and analyst relations

Chapters

  • Competitive intelligence overview
  • Win/loss interviews
  • Presenting CI findings effectively
  • Fireside chat with Alex McDonnell
  • Analyst Relations components
  • Framework elements
  • Panel discussion
  • Key takeaways
Segmentation and personas

Chapters

  • Segmentation basics
  • Lucrative segment identification
  • Persona creation process
  • Data consolidation techniques
  • Persona sharing strategies
  • Key takeaways
Positioning and messaging

Chapters

  • Strategic positioning importance
  • Positioning exercises
  • Messaging foundation
  • Proof points gathering
  • Key takeaways
Narrative design and pricing

Chapters

  • Narrative creation process
  • Internal and external narrative rollout
  • Pricing strategies overview
  • Freemium and dynamic pricing
  • Pricing leadership by PMM
  • Key takeaways

Metrics and GTM strategy

Modules

  • OKRs and KPIs importance
  • Product launch metrics overview
  • Sales and adoption metrics
  • Metrics selection framework
  • GTM alignment and launch phases
  • Key takeaways
Sales enablement and retention

Modules

  • Sales enablement assets and ownership
  • Sales process optimization
  • Customer retention versus loyalty
  • Retention improvement strategies
  • Key takeaways

Cross-functionality and professional development

Modules

  • Collaboration importance
  • Establishing PMM as a strategic partner
  • Managing up and team motivation
  • Fireside chat with Dennis Yuscavitch
  • Personal brand building strategies
  • Successful PMM personal brand examples
  • Key takeaways

Our stats

35+
Hours of content
20
Modules
70+
Templates
16
Coursework tasks
25+
Bonus videos

"Advanced Product Marketing drives you through the most important areas of being a success product marketer from strategic level to tactic tools. It offers a great combination of videos, tactic tools, home works and fireside chats, all on-demand. It helped me define better how I can bring and show value as a Product Marketer."

Zsófia Molnár

Product Marketing Manager

Download
your brochure 

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.

Pitch the program

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

5 star ratings from:

Your
instructors 

By the end of the course
‍‍you'll be able to...

Launch

Implement successful product, feature, and market launches using the insights and strategies you'll learn.

Succeed

Keep products on the market by effectively owning the full customer cycle.

Lead

Build and manage high-performing teams, fostering a collaborative, productive environment that fuels your company's growth.

What's
‍‍included  

01
Content

20 comprehensive modules and over 350 chapters, each filled with real-world expertise designed to enhance your strategic and tactical skills.

02
Coursework

16 practical tasks to help you implement what you've learned, cement your understanding, and prepare for real-world product marketing challenges.

03
Templates

70+ tried and tested templates to streamline your processes and enhance your product marketing proficiency.

04
Insights

25+ bonus videos featuring exclusive insights from industry-leading product marketers from Microsoft, Peloton, Visa, and more...

05
Access

Enjoy 100% online, self-paced learning, so whether you're an early bird or a night owl, you can learn at a time and pace that suits you.

06
Support

Ask any question you like to our community of 50,000+ product marketers and get it answered by the collective knowledge and experience of the #1 PMM community in the world.

07
Exams

300+ rigorous exams to evaluate your knowledge. Conquer these to show you're ready to apply what you've learned and become Advanced Product Marketing Certified.

08
Certification

Gain an official certification upon successful completion of the course – a testament to your advanced skills, and a shining addition to your professional profile.

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.

Strategic road mapping template

Product Marketing Core Framework

Maze's Question Bank

B2B questions master list

B2C questions master list

NPS scale graphic

A/B test graphic

Win/loss interview questions template

Competitor SWOT analysis

NPS scale graphic

Battlecard template

...and more!

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

Get this certification plus 25 others
with Pro+ membership 

Looking for lifelong L&D support? 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 course, a yearly Summit, workshops, templates, mentors, members-only events, and more.

25+ courses (incl. updates and future releases)

Complimentary access to 1x PMM Summit every year

Live workshops every month

Exclusive content 

100+ templates and frameworks

500+ hours of OnDemand video content

PMM mentors

Members-only events and community

PMM learning paths and toolkits

Ungated access to industry reports

Subscribe to Pro+
Individual certification
$1,399
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Course‍
benefits

Master both strategic planning and tactical execution.

Own GTM strategies at companies large and small.

Influence organizational decisions with your PMM prowess.

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...

Old way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

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:

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

Who is this Advanced Product Marketing Certified course for?

This course is perfect for seasoned product marketers eager to take their careers to the next level. It deepens tactical skills while developing a strategic mindset, positioning you for long-term career advancement.

How does the Advanced Product Marketing Certified course function?

Entirely online and self-paced, this course fits your schedule. After each module, you'll tackle exam questions. Pass them all, and you'll be Advanced Product Marketing Certified!

Can my whole team get certified? Are there discounts?

Absolutely! We offer customized team packages. Reach out to Matt at m.booth@pmmalliance.com, and he'll create a package just for you.

How long can I access the course content?

Forever! A single payment grants you lifetime access to all course content, including future updates.

What if I don’t clear the exams?

If you don't pass 75% of the questions, you won't earn the certificate, but don’t fret! You'll have learned TONS. Plus, you’ll have lifelong access to the course materials – including future updates – so you can always revisit and refresh your knowledge.

Students like you
‍‍always love...

Building a PMM Team Certified Masters

Learn practical strategies to elevate your product marketing function, set impactful goals, and foster collaboration among cross-functional teams.

Product Marketing Certified Leadership

This leadership certification will equip you with the insider knowledge you need to create a lasting, successful career as a product marketing leader.

Cross-Functional Collaboration Certified Masters

Learn to refine your communication, demonstrate your strategic value, and make an impact across your company.

The PMMC
framework

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The PMMC framework

Discovery

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Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas