Product marketing sits at the intersection of customer insight, competitive positioning, and commercial strategy. But in B2B, getting it right requires more than a good product. It requires a clear understanding of your market, a value proposition that connects with real buyer pain points, and the ability to outmaneuver competitors who are targeting the same accounts. This two-day virtual course, led by strategic marketing consultant Joshua Morse, gives you the practical tools and frameworks to do exactly that. With over 20 years of B2B product marketing experience across sectors ranging from precision robotics to professional services, Joshua brings real-world depth to every session. Whether you’re new to product marketing or looking for a sharper framework, you’ll leave with skills you can apply immediately.
Who should attend?
- B2B marketers who are new to product marketing and want a solid, structured foundation to build from.
- Product marketing managers and practitioners who want a clearer framework for positioning, differentiation, and go-to-market execution.
- Marketers responsible for launching or repositioning B2B products or services who want to do it with more confidence and precision.
- Anyone who needs to better connect product marketing activity to customer needs, competitive advantage, and commercial outcomes.
What you'll walk away able to do.
This course covers the full product marketing lifecycle, from understanding your market to crafting messaging that makes buyers choose you over the competition.
After completing this course, you’ll be able to:
- Conduct thorough market analysis and translate it into clear, actionable insight about your customers and competitors.
- Identify and articulate meaningful points of differentiation that give your product a defensible position in the market.
- Build value proposition statements that speak directly to buyer pain points and resonate across different audience segments.
- Apply a structured approach to product development from ideation through to execution and launch.
- Use customer feedback effectively to iterate and improve your product marketing over time.
- Develop and communicate a go-to-market strategy that aligns product, marketing, and sales around a shared commercial goal.
Course deliverables.
- A verified certificate of completion you can add to your LinkedIn profile and CV.
- The full 100+ slide course deck covering everything from both sessions.
Very interactive Great speaker Very interesting, even for those already working as PMMs"
