Craft compelling narratives with storytelling

Speak the language of your audience through impactful storytelling. Our Storytelling Certified: Masters course provides you with the tools you need to create a captivating brand narrative.
Enroll now
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Course
overview 

In a world inundated with information and endless choices, how can you stand out from the crowd? By telling product stories.

In Storytelling Certified, you'll unveil the science behind effective storytelling that product marketers have been using to capture market-wide attention. With our eight frameworks, you’ll gain an in-depth understanding of a successful story’s structure, delivery, and purpose.

Plus, our real-world case studies will give you a firsthand look at how brands utilize storytelling to connect with audiences and differentiate themselves.

Don’t let your stories go unheard; start building narratives that truly resonate.

Chapters

  • How to get the most out of this course
  • Your course pack
  • Resource library
  • Storytelling certified intro
  • Meet your instructor
  • Case Study - Duracell and Energizer
  • Why product marketing?
  • Time to reflect

Chapters

  • Structure introduction
  • Patterns in storytelling
  • The hero's journey
  • The hero's journey Tedtalk video
  • Storytelling frameworks
  • The story wheel
  • Seven basic plots
  • Case Study - user experience - Babbel
  • Order-Chaos-Order
  • Case Study - B2B sales enablement
  • Structure summary
  • Exam
  • Time to reflect

Chapters

  • Delivery introduction
  • The science behind storytelling
  • Speaking and listening
  • Who is listening to the story
  • Listening case study - Oatly
  • Who is telling the story
  • Brand archetypes - activity
  • Brand archetypes cont
  • Storyteller case study - ASICS
  • Delivery B2B case study
  • Delivery summary
  • Exam
  • Time to reflect

Chapters

  • Meaning introduction
  • Purpose - Golden Circle
  • Meaning - Patagonia case study
  • Authenticity - Ikigai
  • Value - BMC
  • Product principles
  • Meaning - case study - Zoom
  • Meaning summary
  • Exam
  • Time to reflect

Chapters

  • Storytelling summary
  • Engineer your story
  • Final conclusion
  • Other resources
  • Exam
  • Time to reflect

Chapters

  • Resource library
  • Continue your professional development
  • Get your certificate

Chapters

Modules

Modules

Modules

Introduction to storytelling

Chapters

  • How to get the most out of this course
  • Your course pack
  • Resource library
  • Storytelling certified intro
  • Meet your instructor
  • Case Study - Duracell and Energizer
  • Why product marketing?
  • Time to reflect
Structure to the story

Chapters

  • Structure introduction
  • Patterns in storytelling
  • The hero's journey
  • The hero's journey Tedtalk video
  • Storytelling frameworks
  • The story wheel
  • Seven basic plots
  • Case Study - user experience - Babbel
  • Order-Chaos-Order
  • Case Study - B2B sales enablement
  • Structure summary
  • Exam
  • Time to reflect
Delivery of the story

Chapters

  • Delivery introduction
  • The science behind storytelling
  • Speaking and listening
  • Who is listening to the story
  • Listening case study - Oatly
  • Who is telling the story
  • Brand archetypes - activity
  • Brand archetypes cont
  • Storyteller case study - ASICS
  • Delivery B2B case study
  • Delivery summary
  • Exam
  • Time to reflect
Purpose behind the story

Chapters

  • Meaning introduction
  • Purpose - Golden Circle
  • Meaning - Patagonia case study
  • Authenticity - Ikigai
  • Value - BMC
  • Product principles
  • Meaning - case study - Zoom
  • Meaning summary
  • Exam
  • Time to reflect
Summary and the story engine

Chapters

  • Storytelling summary
  • Engineer your story
  • Final conclusion
  • Other resources
  • Exam
  • Time to reflect
Wrap up

Chapters

  • Resource library
  • Continue your professional development
  • Get your certificate

Chapters

Modules

Modules

Modules

Our stats

3+
Hours of content
5
Modules
35
Exam questions
8
Templates

“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.

Pitch the program
5 star ratings from:
Chief Marketing Officer

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.”

Your
instructors 

No items found.

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.

Inject purpose

Learn how to infuse your narratives with purpose to magnify their impact.

What's
‍‍included  

01
Content

3+ 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.

02
Templates

8+ tried and tested templates to guide your journey toward masterful brand storytelling.

03
Activities

6 worksheets and 5 interactive activities to help you put the theory into practice and solidify your learning.

04
Bonus

12 bonus features from a range of sources, picked straight from the collection of the course’s instructor and CMO of ARION, Elliott Rayner.

05
Exams

35 exams to test your newfound knowledge and understanding.

06
Access

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.

07
Q&A

Gain new insights with the ability to ask text-based questions throughout the course, and have them answered by a PMM leader.

08
Certification

Earn a Storytelling Certified: Masters certificate upon passing all the exams.

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.

Significant objects activity link

Patterns in Storytelling

The hero's journey

The story wheel

Seven plots

Ikigai

Significant objects activity link

Patterns in Storytelling

The hero's journey

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
$500
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

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.

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 the Storytelling Certified: Masters course for?

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.

How does the Storytelling Certified: Masters course work?

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!

How long will the Storytelling Certified course take to complete?

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.

How long will I have access to the course material?

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.

How much does the Storytelling Certified: Masters course cost?

$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.

What happens if I don’t pass the course exams?

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.

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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

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Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

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Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

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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

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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

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

Wait! Unlock this and 25 other courses ‍OnDemand with a Pro+ membership.

Get access to $16,000+ worth of world-class product marketing resources. With expert-led training, cutting-edge resources, networking, and mentoring opportunities, you’ll have everything you need to tackle everyday PMM challenges with confidence.