Download
your brochure
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Craft compelling narratives withour Storytelling Certification
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Course
overview
In an inundated world with endless choices, how do you stand out? By telling product stories.
The revamped Storytelling Certified unveils the science behind effective storytelling product marketers use to capture attention. Updated with new materials, this certification ensures you learn the latest techniques.
Gain in-depth understanding of story structure, delivery, and purpose through 8 frameworks. Refreshed real-world case studies show how brands connect through storytelling.
Don't let stories go unheard - start building resonant narratives with Storytelling Certified.
Curriculum
Chapters
- Storytelling certified intro
- Meet your instructor
- Case study - Duracell and Energizer
- Why product marketing?
- Why product marketing (Amsterdam Summit 2022)
- Storytelling certified
- Bonus: Inspire customers to become storytellers [GoDaddy]
Chapters
- Structure introduction
- Patterns in storytelling
- The hero's journey
- TedTalk: The hero's journey
- Storytelling frameworks
- The story wheel
- Seven basic plots
- Case Study - Babbel
- Order-Chaos-Order
- Case Study - B2B sales enablement
- Bonus: B2B storytelling [OWOW]
- Bonus: Logic in storytelling [Backbase]
- Bonus: Logic demo [ARION]
- Exam
Chapters
- Delivery introduction
- The science behind storytelling
- Speaking and listening
- Who is listening to the story
- Case study - Oatly
- Who is telling the story
- Bonus: Emotion [Qonto]
- Activity: Brand archetypes
- Activity conclusion
- Case study - ASICS
- B2B delivery
- Bonus: Emotion demo [ARION]
- Exam
Chapters
- Meaning introduction
- Purpose
- Case study: Patagonia
- Authenticity
- Bonus: Authenticity [Adidas]
- Value
- Product principles
- Case study: Zoom
- Bonus: Credibility demo [ARION]
- Exam
Chapters
- Storytelling summary
- Engineer your story
- AI powered storytelling
- Exam
Chapters
- Introduction to story distillation
- Locate the moment
- Visualize the story
- Raise the stakes
- Bonus: Using storytelling to break down B2B and B2C marketing [Juni]
- Final conclusion
Chapters
Chapters
Chapters
Chapters
Chapters
- Storytelling certified intro
- Meet your instructor
- Case study - Duracell and Energizer
- Why product marketing?
- Why product marketing (Amsterdam Summit 2022)
- Storytelling certified
- Bonus: Inspire customers to become storytellers [GoDaddy]
Chapters
- Structure introduction
- Patterns in storytelling
- The hero's journey
- TedTalk: The hero's journey
- Storytelling frameworks
- The story wheel
- Seven basic plots
- Case Study - Babbel
- Order-Chaos-Order
- Case Study - B2B sales enablement
- Bonus: B2B storytelling [OWOW]
- Bonus: Logic in storytelling [Backbase]
- Bonus: Logic demo [ARION]
- Exam
Chapters
- Delivery introduction
- The science behind storytelling
- Speaking and listening
- Who is listening to the story
- Case study - Oatly
- Who is telling the story
- Bonus: Emotion [Qonto]
- Activity: Brand archetypes
- Activity conclusion
- Case study - ASICS
- B2B delivery
- Bonus: Emotion demo [ARION]
- Exam
Chapters
- Meaning introduction
- Purpose
- Case study: Patagonia
- Authenticity
- Bonus: Authenticity [Adidas]
- Value
- Product principles
- Case study: Zoom
- Bonus: Credibility demo [ARION]
- Exam
Chapters
- Storytelling summary
- Engineer your story
- AI powered storytelling
- Exam
Chapters
- Introduction to story distillation
- Locate the moment
- Visualize the story
- Raise the stakes
- Bonus: Using storytelling to break down B2B and B2C marketing [Juni]
- Final conclusion
Chapters
Modules
Modules
Modules
Our stats
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“I learned a lot about crafting effective brand messaging and storytelling principles that I can use in my own role. Overall, it’s an engaging course offering practical tools and insights to improve my messaging skills. It left me feeling well-equipped to apply what I learned at my own work.”
Elaine Oves
Senior Product Marketing Specialist
"When the storytelling course is built and presented as a great story you know Elliott knows what he's talking about. Great use and explanation of frameworks, interesting tasks that get you thinking."
Igor Kranjče
Head of Revenue
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 instructor,
Elliott Rayner
After seven years at adidas global HQ specializing in product marketing and innovation, developing cutting-edge products for major events, Elliott then spent three years in Amsterdam spearheading ASICS global running apparel and developing sustainable products. He later transitioned to the Tech industry, leading marketing teams and building strategies for brands like Babbel and ARION where he currently serves as CMO. Elliott believes, “The best products have authenticity at their core. There are few things that can't be improved and innovated within product marketing via a clearer understanding of your brand purpose.”
By the end of the course
you'll be able to...
Develop stories
Craft compelling narratives and build emotional and value-driven connections with your customers.
Implement frameworks
Utilize proven frameworks and templates to transform your team into dynamic storytellers.
Build customer connections
Explore ways to tap into customer experiences, aspirations, and pain points through well-crafted stories that foster strong emotional connections.
What's
included
4+ hours of course material that explores the science of storytelling. Learn how to develop narratives that resonate with your audience and elevate your brand through various real-world examples.
8+ tried and tested templates to guide your journey toward masterful brand storytelling.
6 worksheets and 5 interactive activities to help you put the theory into practice and solidify your learning.
Bonus features from a range of sources, picked straight from the collection of the course’s instructor and CMO of ARION, Elliott Rayner.
35 exams to test your newfound knowledge and understanding.
Enjoy lifetime access to all the storytelling course materials. Fit your learning around your schedule, and revisit the content any time you need a refresher.
Gain new insights with the ability to ask text-based questions throughout the course, and have them answered by a PMM leader.
Earn a Storytelling Certified: Masters certificate upon passing all the exams.
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.
Book a free
career consultation
Identify your strengths and areas for improvement.
Get expert advice tailored to your career goals.
Explore the impact of certification on your career.
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
Get this course plus 25 others,
with Exec+ membership
Discover how our Exec+ 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
Exclusive PMM Leaders Summit
Leadership programs
Mastering leadership workshops
Peer-to-peer mentorship
Carefully curated peer groups
Leadership breakfast briefings & dinners
100+ templates and frameworks
500+ hours of OnDemand insights
Members-only events and community
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Utilize impactful product stories to drive customer engagement and set your brand apart.
Define your brand’s archetype to ensure your storytelling is always genuine and authentic.
Deepen your understanding of consumer personas to help create the right messaging.
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Choose the wayyou want to learn
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
Comprehensive curriculum
Official certification
Real-time interaction
Instructor-led
Role play
Networking opportunities
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
New way
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 storytelling course is for any PMM who wants to understand the science behind a story that sells. Whether you’re a newbie to product marketing or a seasoned professional looking to sharpen your skills, you’ll be equipped with all the tools you need to create compelling and successful product narratives.
The course is completely online and on-demand, which means you can take it at your own pace. You’ll work through the curriculum in chronological order, take part in activities, and complete mandatory exam questions at the end of each module. Upon passing the exams, you’ll receive your official Storytelling certificate!
It takes just over 3 hours to complete the course content, activities, and exams. But there’s no need to rush, as the course is entirely self-paced.
Forever! A one-time payment grants you lifetime access to all the course content. Dive in and freshen up your knowledge any time you like.
$500. With this investment, you'll have a blueprint for becoming a first-rate storyteller, essential for thriving in a long-term product marketing career. This includes 3+ hours of OnDemand course content, 8+ templates to put your theory into action, and coursework to consolidate your learning.
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.
