Convince
your boss
Download
your brochure
Craft compelling
narratives with storytelling
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in partnership with...
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
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
Our stats
“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.
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
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.
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.
12 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.
Get this course 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
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
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.
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Don’t wait for your workshop.
Get your answers instantly.
Ask questions and get advice with PMM-GPT - 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.