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Course
overview 

Want to move into product marketing but don’t have the experience or qualifications? Already in product marketing but bewildered by the jargon, tools, and frameworks? We’ve got your back.

With this product marketing certification, you’ll grasp the what, why, and how of every aspect of product marketing – and that’s a promise. From pricing, market research, and OKRs to personas, positioning, and go-to-market, Product Marketing Core has it all.

You’ll learn how to embody the voice of the customer. You’ll nail the art of getting products to market and keeping them there. You’ll walk away with career-enhancing hacks – all at a time that suits you. Unlock the cutting-edge knowledge you need to get ahead in product marketing today.

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

Chapters

  • Research overview
  • B2B versus B2C
  • Customer research
  • Qualitative vs quantitative
  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validation
  • 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
  • Max Diff method

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 template
  • Buyer vs user personas
  • Creating personas
  • How to use personas effectively
  • What is Jobs-To-Be-Done?
  • Ideal customer profiles

Chapters

  • Positioning overview
  • Positioning fundamental
  • Show to approach positioning
  • Understanding messaging
  • SurveyMonkey's 7-step messaging process
  • Storytelling framework

Chapters

  • GTM overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical PMM versus traditional PMM
  • Go-to-Market process
  • GTM for start-ups
  • Acquisition + engagement channelsBeta testing
  • Timing your launch
  • Communicating your GTM strategy

Modules

  • Why communication's so important
  • 11 tips to communicate better
  • How to work with sales, marketing and engineering

Modules

  • The role of sales enablement
  • Sales enablement tactics
  • Creating a playbook from scratch : Lesson Learned - Darlene Samer, Yelp
  • sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement
  • Sales enablement platforms

Modules

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

Chapters

  • Research overview
  • B2B versus B2C
  • Customer research
  • Qualitative vs quantitative
  • Win-loss interviews
  • Customer feedback
  • Observations + the rest of your market
  • Competitor intel
  • Validation
  • 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
  • Max Diff method

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 template
  • Buyer vs user personas
  • Creating personas
  • How to use personas effectively
  • What is Jobs-To-Be-Done?
  • Ideal customer profiles

Positioning & messaging

Chapters

  • Positioning overview
  • Positioning fundamental
  • Show to approach positioning
  • Understanding messaging
  • SurveyMonkey's 7-step messaging process
  • Storytelling framework

GTM

Chapters

  • GTM overview
  • Marketing channels
  • Field marketing
  • Partner marketing
  • The difference between PMM and solutions marketing
  • Technical PMM versus traditional PMM
  • Go-to-Market process
  • GTM for start-ups
  • Acquisition + engagement channelsBeta testing
  • Timing your launch
  • Communicating your GTM strategy

Communication

Modules

  • Why communication's so important
  • 11 tips to communicate better
  • How to work with sales, marketing and engineering

Sales enablement

Modules

  • The role of sales enablement
  • Sales enablement tactics
  • Creating a playbook from scratch : Lesson Learned - Darlene Samer, Yelp
  • sales enablement fundamentals
  • Getting sales teams bought in
  • Measuring sales enablement
  • Sales enablement platforms

Onboarding, analysis & optimisation

Modules

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

Our stats

19+
Hours of content
11
Modules
57
Exam questions
11
Templates
5
Coursework tasks

"The PMA are experts in Product Marketing, the core course is for you whether you are starting out or experienced. Packed with examples, tips and templates across key facets of the job."

Asif Chaudhry

Global Director, Product Marketing

"The PMM Core course is an excellent course for all levels of product marketing professionals. The useful frameworks, structured course outline, and real-life examples from the instructors help everyone understand how critical product marketing, as a function, is for any organization's growth and success."

Sandeep Rath

Senior Director, Global Product Marketing

"I started the Product Marketing Core program wishing to learn at least one of the various activities a Product Marketer does. I finished it by feeling confident enough to take on any job in the area. All the coursework makes you reflect upon the process and already get some experience on the job, also the mentor sessions are a unique opportunity to meet different minds and exchange rich experiences. Absolutely recommend!"

Gympass

Global Product Marketing Specialist

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
5 star ratings from:

Your
leaders 

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

Implement frameworks

From battlecards to GTM strategies, you'll use tried-and-tested templates to create your own – ready to roll out the very next day.

Standardize processes

Get everyone working to best practices and speaking one unified PMM language.

Collaborate cross-functionally

See how product marketing can consistently drive outcomes for the whole business and learn to clearly communicate its value to stakeholders.

What's
‍‍included  

01
Content

11 comprehensive modules covering everything from research to pricing and positioning, updated quarterly to keep up with market trends.

02
Coursework

8 optional, actionable tasks, so you can put the theory into practice and create a ready-to-use pack of materials to implement in your company.

03
Insights

Exclusive nuggets of knowledge from seasoned product marketing leaders at world-renowned organizations like Google, Adobe, and OpenView.

04
Templates

Lifetime access to over 20 customizable, tried-and-tested templates and frameworks to help you hit the ground running.

05
Flexibility

100% on-demand and self-paced curriculum so you can learn at your convenience, wherever and whenever suits you best.

06
Interactivity

Live weekly workshops to network, ask questions, and learn how to apply course content to your work.

07
Access

Unrestricted entry to the Product Marketing: Core alumni channel, so you can continue networking and learning from certified peers.

08
Certification

Official recognition by CPD & CIM upon passing all exams, increasing your marketability and job prospects exponentially.

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 and interview questions

Customer feedback questions master list

Competitor intel checklist

Competitor SWOT analysis

Competitive intel tools

B2B and B2C persona questions master list

B2B user persona example

B2B and B2C buyer persona example

Jobs-to-be-done canvas

Sign up to the
pro+ membership

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

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.

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 course
$1,299
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 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...

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

Upskill your entire
product marketing team…

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.

FAQS

Is Product Marketing Certified: Core accredited?

Yep! As well as getting the seal of approval from orgs like HubSpot, TikTok, and Salesforce, Product Marketing Core is recognized by the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).

Who’s this course for?

Anyone with an interest in product marketing. If you want to transition into the industry, it’ll give you the knowledge you need to hit the ground running. If you’re new to product marketing, it’ll upskill you in areas you might not have much experience in. If you’re a product marketing veteran, it’s a great refresher on current trends and new practices. Whatever your level, it’s an awesome opportunity to learn from senior PMMs at some of the world’s biggest businesses.

What does the course curriculum include?

Take a look!

  • Module one: Research
  • Module two: Pricing
  • Module three: OKRs
  • Module four: Personas
  • Module five: Positioning and messaging
  • Module six: Go-to-market
  • Module seven: Communication
  • Module eight: Sales enablement
  • Module nine: Onboarding
  • Module ten: Analysis and optimization
  • Module eleven: The wrap-up

What are the benefits of completing Product Marketing Certified: Core?

By completing Product Marketing Certified: Core, you gain a strong grasp of product marketing, get access to practical templates, and join a community of industry pros. It’s a great way to boost your confidence, skillset, and career prospects. Simple as that!

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

Yup! Plus, all our team packages are tailored to your needs. If you drop Matt a line at m.booth@pmmalliance.comand tell him what you want, he’ll put a package together for you – it doesn’t have to be online and on-demand either – it can be online and live, or live and in-person.

Is the coursework mandatory?

No, but we'd highly recommend getting stuck in. The more you put in, the more you get out, so we encourage everyone to complete all coursework and get involved with the weekly workshops.

What happens if I don’t pass the exams?

If you fail the first time around, you can retake the exam. If you fail the second attempt, you won’t get the certificate. However, all’s not lost; you’ll have still learned LOTS and you’ll have access to the course materials for life - so you can brush up on the bits you missed forevermore.

What are the live, weekly sessions all about?

To give you the convenience of a self-paced, online course, without skipping on the benefits of live conversations, Product Marketing Core comes with weekly calls with senior-level product marketers. Why? So you can ask questions about anything you’ve learned, chat with like-minded PMMs, and soak up extra insights from leading product marketers.

I can’t guarantee I’ll be able to attend the live workshops. Can I watch them later?

Sure! To make sure you don’t miss out, we upload all of our previous workshops to an archive for you to dip into at your leisure.

I noticed course subscribers qualify for a discount for PMA Membership plans, but what’s included in the membership?

Our membership plans include exclusive content, even more templates and frameworks, mentorships, OnDemand videos, and more. For more details about what’s included in our memberships, head here.

Will I get a personal mentor as part of the Product Marketing Core course?

Yes! You’ll be able to chat with product marketing whizzes every week during our live sessions. They’ll be on hand to talk about all things product marketing, offering expert advice to everyone on the call.

Students like you
‍‍always love...

Advanced Product Marketing Certified

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

Competitive Intelligence Certified Masters

Level up your competitive intelligence game! Sign up now to refine skills, bridge market gaps, and deliver what customers truly desire.

Go-to-Market Certified Masters

The bread and butter of any product marketer. Get a repeatable, collaborative, and creative formula to nail your product launch every single time

The PMMC
framework

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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

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

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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.

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

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

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

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