66.9% of respondents in the State of Product Marketing Report 2022 earmarked product storytelling as a core responsibility of a product marketer.

A compelling story is critical in helping you convey your brand’s message to your target customer segments, establishing and consolidating customer relationships, whilst helping prospective buyers understand your value proposition.

With this in mind, you need to do all you can to become the ultimate product storyteller - enter our specialist Storystelling workshop.

About this Storytelling workshop.

The story behind your product matters. Fact. But building and articulating a story that resonates with customers and puts them on the path to buying is an incredibly careful and strategic process.

Which is where this workshop comes in. Throughout 3x 1-hour sessions, we’ll be diving deep into the three key attributes that form the basis of any successful story (logic, emotion, and credibility) and actionably working through how you can apply each to your product(s).

With a blend of group activities, plenty of Q&As, and storyboarding ideas and solutions live on screen, this workshop’s the definition of interactive and all-action.

How will it work?

Each session will be divided between teaching, group discussions, and interactive activities. You’ll be invited to bring a potential story to the workshop that you’d like to be created which would then be slowly built through open collaboration over the three unique sessions through immediate feedback from your peers and instructor.

Here, you’ll start from (potentially) limited knowledge and end up with a fully personalized canvas and strategy that you can start implementing with your team the very next day.

This workshop’s already supported product marketers in their bid to enhance their storytelling credentials:

"One of the best courses I have taken! Complete and actionable, I am left with tons of insights and frameworks to use immediately!"

Silvia Kiely Frucci, Senior Product Marketing Manager at Castor

Please welcome your instructor... 🥁

After seven years at the Adidas global HQ specializing in product marketing and innovation, developing cutting-edge performance products for the 2010 Football World Cup and the 2011 Rugby World Cup, Elliott spent three years in Amsterdam, spearheading the creation and development of ASICS global running apparel and developing sustainable products for the 2020 Tokyo Olympics.

He then took the leap into the world of Tech, leading marketing teams and building strategies for brands such as Babbel and ARION where he’s currently their CMO. Quite the portfolio, right? 😎

He’s a firm believer that: “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 this workshop, you’ll know how to:

📚 Construct an actionable storytelling framework.

📚 Structure your product story like a pro.

📚 Connect better with your customers through an authentic product story.

📚 Communicate to your audience with confidence and passion.

📚 Use your purpose to ensure your story remains consistent. 📚 Have an impactful change on your product’s story and success.

A sneak peek of what you can expect. 👀

Our workshop is packed with only the best strategies, templates, and frameworks to enhance your story.

And of course, tons of opportunities for networking, group activities, questions, problem-solving, and more.

Session 1 - Logical storytelling

  • Welcome and introduction.
  • Breaking a story down.
  • The hero's journey.
  • The story wheel.
  • Order chaos order.
  • The seven basic plots exercise.
  • Introduction to the case study. 📝

Session 2 - Emotional storytelling

  • Understanding your audience.
  • User personas.
  • TOV.
  • Brand archetypes exercise.
  • Case study. 📝

Session 3 - Credible storytelling

  • Create your own story engine.
  • Golden Circle.
  • Ikigai.
  • Modes of persuasion.
  • Story engine canvas exercise.

Takeaways and conclusions. 🔥

  • Feedback.
  • Q&A session.

What's included?

⏰ 3+ hours of workshop content.

🎥 Expert tuition from a proven storytelling expert.

🎁 2+ hours of relevant and invaluable OnDemand content carefully selected from the PMA archives...

📁 6 templates and 6 worksheets to go away and apply in your role.

👀 Interactive activities to consolidate your learning.

🏅 Certificate of completion.

⏳ Download the workshop content to use after the program.

💰 Discounted access to our competitive intelligence, GTM, and positioning virtual workshops.

🎟️ Discounted access to PMM Summits.


Q: Who's this workshop for?

A: This workshop is for anyone ready to boost their storytelling skills to the next level. Whether you’re just starting out in product marketing, or want to refine your knowledge and further understand the science behind a story that sells, this workshop is for you. By the end of the program, you’ll have a comprehensive set of skills needed to create impactful and successful product storytelling.

Q: How long is the workshop?

A: We've put together this workshop so that it is equal parts comprehensive and comprehensible. The workshop will be split into three one-hour sessions on Nov 22, Dec 6, and Dec 13.

Q: Are there any exams to complete?

A: No this workshop has no tricky exams or tests at the end!

Q: How long will I have access to the workshop content?

A: Always and forever! One payment gives you permanent access to our storytelling workshop content. You can download all recordings and frameworks at the end of the program to use the very next day.

Q: Can I sign up for other virtual workshops?

A: Absolutely. Once you get to the checkout pages, you'll see the option to register for one or more workshops. The great news is that there is a discount for each additional workshop you book.