Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value by Richard King


Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value
Title : Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value
Author :
Rating :
ISBN : 1544526598
Language : English
Format Type : Kindle Edition
Number of Pages : 172
Publication : Published April 19, 2022

Product marketing is not a new function. Just like sales, accounting, and so on, it’s been around for decades. The only difference is perception. Ask anyone what a sales rep does, and they’ll tell you they sell stuff. Ask about product marketers and…you’ll get wildly different answers at best, blank expressions at worst.

Anyone who really knows product marketing understands the tremendous value it adds to organizations, but not enough people seem to get it, which can make it notoriously hard for product marketing managers (PMMs) to get the recognition they deserve.

Product Marketing Misunderstood helps you apply the tools of your own trade to your job—positioning, messaging, research, personas, and more—helping your entire organization value what you do.

Created by the founder of the Product Marketing Alliance, this essential guide arms you with the tools you need to show colleagues past, present, and future that product marketing lies at the heart of your company.


Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value Reviews


  • Julian Dunn

    A short, easily-digestible book that effectively explains modern product marketing. Unfortunately -- and this isn't a criticism of King & Pearce at all, it's just where product marketing as a profession is today -- the role of PMM is poorly understood by the rest of the business. The book, therefore, reads more as a pep talk to aspiring or current PMMs about how to position their role as critical to company success. Hopefully it will eventually become true that PMM will become the future of marketing, but this isn't where marketing is today. As such, the aspirational comments about future CMOs coming from PMM rather than demand generation are a bit of a pipe dream.

    I did find the philosophy of trying to segment internal stakeholders like you would a customer base and marketing product marketing itself to those stakeholders with different messages to be unique; I've never had anyone explain it like that before.

  • Savira Qurrata

    A helpful guide for product marketer or anyone aspire to be one. I took their certification already so some of the info are not new. However, it is great refreshment.

  • Maddie

    A solid explanation of product marketing and will give you a good foundation, especially if you aren’t sure where to start. I wish it had included a few more stories and examples, though! Or some case studies.

  • Josefine

    Great summary of what Product Marketing is in its totality. It is rather high-level but I thought the tips on how to explain what Product Marketers do was helpful. Also includes a section about how to "sell" the role of a Product Marketer to the company, including great resources that can be customized. Loved the reminders on how to set yourself up for success when starting at a new company. Easy, understandable, and relatable (at least for someone who has been in PMM for some time).
    Now we need a deep dive to learn more about all the aspects of Product Marketing ;)

  • Jonathan

    I read Product Marketing Misunderstood recently and absolutely loved it! I recently started out in product marketing, and the book was perfectly positioned for my place in this industry.

    From the great quotes from well-known companies, to the relevant and helpful resources accessed by QR codes, the book was an absolute joy to read!

    It also has mini-activities that are incredibly simple to complete and a ton of fun! I'm giving this book five stars - it deserves it, and I highly recommend it!

  • M Laura Engelbrecht

    Richard King nos entrega en su libro una perspectiva refrescante y necesaria sobre el marketing de producto. Este libro aborda un problema común en el campo: la falta de comprensión sobre el valor real del marketing de productos. King utiliza principios de PMM, como el posicionamientoy la segmentación del cliente, para mostrarnos cómo elevar el rol del marketing de productos en cualquier empresa​​.
    Lo más valioso del libro es que no es solo teórica, sino que está repleta de consejos prácticos y aplicables para la comunicación y colaboración efectiva con colegas de otros teams.

  • Sally Cangelosi

    If you’re looking for a book that will help you gain product marketing skills, this is not it.

    More so it teaches you what skills are important, how a PMM role could look, and how to position yourself amongst your peers as a good PMM.

  • Stacey Wright

    I like the stories from other product marketers included throughout. There are many good practical tips to get internal buy-in and guidelines to help you be a successful product marketer.

  • Daniele Marinucci

    A very useful book if you’re a Product Marketer. Very well written

  • Akshay

    Did not finish - the book is good for people that don’t know what PMM is. But if you’ve been in the role for more than a year, it’s redundant.

  • Jakub Turan

    Interesting insights in a short book

    Even though I don‘t work in a Product Marketing role, I could gather couple of useful tips which relate to my current role. The book is very practical, shares specific examples from different industries and it does not overstay its welcome. I would definitely recommend it to anybody looking to up their game.

    Small critique: if I got 1 cent for everytime the author highlights the need of internal positioning, I would have this book for free :D