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Convince
your boss
Download
your brochure
Shape your product’s journey with Narrative Design Certified
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Brought to you,
in partnership with...
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Course
overview
Good product marketers are natural storytellers. But great product marketers use a proven storytelling framework that can be learned and refined over time.
This course teaches that coveted skill. Recently revamped, Narrative Design Certified equips you with an effective storytelling framework.
Learn to craft compelling narratives that capture attention and accelerate growth, even in crowded markets. The updated curriculum provides the latest techniques for constructing stories that truly resonate.
Chapters
- An introduction to narrative design
- Examples of narrative design in action
- Narrative design for B2C
- Case study: the power of data in B2C narrative design
- The flywheel
- Drift’s narrative design
- Building a foundation for narrative design
- The narrative design team
- Exam #1
- Activity #1 Pitching the process
- Video pitch [example]
- Exam #2
- BONUS: Interview with Dave Gerhardt
Chapters
- Instructions for how to design a narrative
- The change
- The impact of that change on a specific audience
- How companies should adapt
- The challenge
- What you've built up
- BONUS: Narrative Design and Artificial Intelligence
- Getting it wrong
- Getting it right
- Exam #3
- Activity #2 : How to use the narrative design deck
- BONUS: Narrative design case study
Chapters
- Becoming a world class narrative designer
- Securing buy-in
- Launching your narrative internally
- Launching your narrative externally
- Tying your narrative to a product launch
- Narrative Design for more mature organizations
- Best practices
- Conclusion
- Exam #4
Chapters
Chapters
Chapters
Chapters
Modules
Modules
Modules
Chapters
- An introduction to narrative design
- Examples of narrative design in action
- Narrative design for B2C
- Case study: the power of data in B2C narrative design
- The flywheel
- Drift’s narrative design
- Building a foundation for narrative design
- The narrative design team
- Exam #1
- Activity #1 Pitching the process
- Video pitch [example]
- Exam #2
- BONUS: Interview with Dave Gerhardt
Chapters
- Instructions for how to design a narrative
- The change
- The impact of that change on a specific audience
- How companies should adapt
- The challenge
- What you've built up
- BONUS: Narrative Design and Artificial Intelligence
- Getting it wrong
- Getting it right
- Exam #3
- Activity #2 : How to use the narrative design deck
- BONUS: Narrative design case study
Chapters
- Becoming a world class narrative designer
- Securing buy-in
- Launching your narrative internally
- Launching your narrative externally
- Tying your narrative to a product launch
- Narrative Design for more mature organizations
- Best practices
- Conclusion
- Exam #4
Chapters
Chapters
Chapters
Chapters
Modules
Modules
Modules
Our stats
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“The course was very simple and easy to navigate. The exams were related to the subject at hand (no tricks). There were useful guides and templates which you could append to and make it your own. Lecturer was very knowledgeable.”
Tricia Balthazar
Product Marketing Manager
“I completed the core certification and the narrative design master certification and I have to say that both were really great but especially the narrative design one. Marcus really has a way to teach it and he automatically take you in, you will want to start working on it right away. The two certifications are really a must have for Product Marketers”
Louis-Marie de Chateauvieux
Senior Product Marketing Manager
“The Narrative Design certification course by Marcus Andrews provides an amazing framework for implementing narrative design at your company. I loved the way he broke the methodology into simple steps and the examples he provided. The bonus interview and video case study conversation balanced theory with action.”
Ashley Nichols Guttuso
Senior Product Marketer
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,
Marcus Andrews
Before joining Pendo.io, Marcus was the Product Marketing Group Lead at HubSpot and prior to that, he spent almost four years at Google. He’s been a solid storyteller all his life, but it wasn’t until he developed the Narrative Design process that he was able to codify, replicate, and consistently create amazing stories. Throughout this masterclass, he’ll be sharing the secret sauce behind his repeatable process so that you too can be recognized as a great storyteller.
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,
Tom Logan
Tom, as the Co-founder and CEO of Cohley, spearheads the company's vision and growth strategy. With a passion for innovation and leadership, he drives Cohley's mission to revolutionize the digital marketing landscape. Tom's expertise and dedication empower Cohley to deliver exceptional solutions that meet the evolving needs of brands and creators alike.
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 Wang
Jennifer, the VP of Enterprise Strategy at Cohley, leverages her extensive expertise to drive strategic initiatives. With a focus on optimizing enterprise-level strategies, she plays a pivotal role in Cohley's growth and success. Jennifer's leadership ensures the alignment of Cohley's offerings with the evolving needs of enterprise clients, positioning the company for continued advancement in the market.
By the end of the course
you'll be able to...
Craft compelling stories
Unlock techniques for developing narratives that resonate with customers and differentiate your products in the market.
Build deeper connections
Explore ways to tap into customer emotions, experiences, and aspirations through well-designed stories that forge strong relationships with your audience.
Align narratives
Discover methods for maintaining consistent, cohesive narratives across marketing channels to reinforce key product messages.
What's
included
An extensive on-demand curriculum with all the tools you need to master narrative design storytelling process. This innovative process has been adopted by some of the fastest-growing companies across B2B and B2C to differentiate themselves from the competition.
Dive into 3+ hours of exclusive, on-demand course content, and enhance your storytelling skills at your own pace.
Hone your skills with help from a line-up of engaging activities designed to help transform your theoretical knowledge into impactful storytelling strategies.
Get your burning questions answered - gain access to a 40-minute Q&A with Dave Gerhardt, CMO at Privy. This is your chance to delve into the insights of a marketing mastermind!
Follow a mock pitch process that’ll empower you to make a persuasive business case and turn your narrative design skills into real-world results.
Elevate your career with a Narrative Design certification upon successful completion of all exams. Solidify your newfound mastery of storytelling and positioning, and set yourself apart in the industry.
Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.
Unlock exclusive access to our Slack channel, which is reserved solely for narrative design alumni. Join a vibrant community of like-minded professionals who share experiences, exchange ideas, and offer peer-to-peer support.
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 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.
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
Learn how to craft stories that convey the value of your product and captivate your audience.
Create a distinctive identity for your product to ensure it outshines the competition.
Influence strategic decisions and align teams with a cohesive and impactful product narrative.
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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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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:
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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
This course is specifically designed for product marketers with 1+ years’ experience, including those with the title of:
- Senior Product Marketing Manager
- Head of Product Marketing
- Director of Product Marketing
- VP of Product Marketing
- Head/Director of Marketing
- CMO
- Start-up Founder/CEO
Whatever your position, this course will help you weave an engaging narrative your audience can’t ignore.
The course is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in activities, and complete mandatory exam questions at the end of each module to consolidate your knowledge. If you successfully pass all of the exams, you’ll officially be Narrative Design Certified!
You can take however long you need to work through the materials, it’s completely flexible. The course consists of 3+ hours of on-demand content, including activities and exams.
Good news - you’ll get lifetime access! Dive into the depths of narrative design anytime, anywhere, at your own pace.
Yep! All our team packages are bespoke to make sure they’re tailored towards what you’re after, but if you drop Matt a line on m.booth@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.
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.
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
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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