Convince
your boss
Download
your brochure
Establish your influence with
Advanced Product Marketing.
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Brought to you,
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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
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
Our stats
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"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.
Your
instructors
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
April Dunford
April Dunford is a positioning expert and CEO of Ambient Strategy where she helps companies successfully launch new products by shaping the markets they compete in. Before Ambient Strategy, April had a 25-year career managing marketing and product teams at a series of seven successful startups, six of which were acquired. During her in-house career, April launched 16 products into the market, three of which became billion-dollar businesses. At Ambient Strategy, April has worked with dozens of startups helping them position their products for growth.
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Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Jennifer Bunting
Jennifer serves as the esteemed leader of LinkedIn's Product and Vertical Marketing teams in EMEA & LATAM, overseeing the advertising business division.
With a career spanning a number of decades, Jennifer's professional journey has been deeply intertwined with the intersection of technology, advertising, and marketing. Her unwavering passion has propelled her across continents, from Silicon Valley to Australia, Asia, and presently the UK. Throughout her journey, Jennifer has contributed her expertise to both startups and enterprises, playing a pivotal role in shaping products that have left an indelible mark on the industry landscape.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Scott Shapiro
Scott Shapiro is the Director and Global Head of Product Marketing at Secure Code Warrior, a leading cybersecurity start-up focused on secure coding and development practices.
Throughout his career in the technology industry, he has always focused on empowering people to achieve what matters most to them - through customer-centric insights and productivity software innovation.
Prior to joining Secure Code Warrior, Scott was a Principal Product Marketer at Qualtrics focused on Customer Experience, helping organizations better understand their customers’ experiences and expectations. Before that, he started his career as a product marketer and Growth Manager for Microsoft Office leading product marketing for OneNote, Word, and PowerPoint during the transition into a SaaS business. In 2021, Scott was named a top product marketing influencer by the Product Marketing Alliance.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
William Chia
William is a product-minded storyteller with a background in crafting both code and copy since the late 90s. Driven by a passion for customers, he utilizes qualitative and quantitative research to make data-driven decisions. With the heart of a teacher, William excels at elevating those around him. He boasts a proven track record of driving go-to-market strategy, sales enablement, content, messaging, and positioning for new technologies in emerging markets.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Richard Seroter
Richard is the Chief Evangelist at Google Cloud, spearheading the Developer Relations program. He's a Pluralsight instructor, prolific author on software design, former InfoQ.com editor, and 12-time Microsoft MVP for cloud. Leading a team of developer advocates and engineers, Richard ensures a seamless experience for Google Cloud users. With a regularly updated blog (seroter.com) and active presence on Twitter (@rseroter), he shares insights on architecture and solution design.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Bill Peterson
Bill, Senior Director of Market Strategy and Competitive Intelligence at PagerDuty, excels in crafting solutions through strategic design and storytelling. Often the sole marketer amidst technical experts, he specializes in bridging diverse stakeholders including engineers, corporate marketing, influencers, agencies, customers, sales, partners, and field teams. With a talent for aligning internal and external narratives, Bill plays a pivotal role in driving PagerDuty's market strategy forward.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Dennis Yuscavitch
Dennis is a marketing leader known for his focus on innovation, rigor, and fostering a healthy team culture. Leveraging a four-part process of Discover, Fit, Position, and Launch, he blends traditional Marketing Plans with agile principles, leading indicators, and a simple scorecard to assess ROI and team satisfaction continuously. With prior experience as the Global Head of Product Marketing at Samsung Ads, Dennis brings a wealth of expertise in driving successful marketing strategies and nurturing high-performing teams.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Daniella Latham
Daniella’s currently Senior Product Marketing Manager - Atlas at Atlassian. She was formerly at Canva, and Cahoot!, a game-based learning platform.Daniella has spent the last 7+ years at some of the most innovative and fastest-growing tech companies in the world. Daniella is originally from the UK and currently lives in Austin, TX. In her spare time, she enjoys fitness, gaming, history, and travel.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
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
20 comprehensive modules and over 350 chapters, each filled with real-world expertise designed to enhance your strategic and tactical skills.
16 practical tasks to help you implement what you've learned, cement your understanding, and prepare for real-world product marketing challenges.
70+ tried and tested templates to streamline your processes and enhance your product marketing proficiency.
25+ bonus videos featuring exclusive insights from industry-leading product marketers from Microsoft, Peloton, Visa, and more...
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.
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.
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.
Gain an official certification upon successful completion of the course – a testament to your advanced skills, and a shining addition to your professional profile.
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.
Get this course 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.
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
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.
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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...
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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.
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Ask questions and get advice with PMM-GPT - the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
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.
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!
Absolutely! We offer customized team packages. Reach out to Matt at m.booth@pmmalliance.com, and he'll create a package just for you.
Forever! A single payment grants you lifetime access to all course content, including future updates.
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...
The PMMC
framework
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Discovery
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Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
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Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
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Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
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Sales assets
Training
Sales enablement sessions
Marketing
Grow
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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.
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
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
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
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
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