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Product Marketing Certified
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Course
overview
Want to move into product marketing but don’t have the experience or qualifications? Already in product marketing and want to level up? We’ve got your back.
With this product marketing certification, you’ll grasp the what, why, and how of every aspect of product marketing – and that’s a promise. From pricing, market research, and OKRs to personas, positioning, and go-to-market, Product Marketing Core has it all.
You’ll learn how to embody the voice of the customer. You’ll nail the art of getting products to market and keeping them there. You’ll walk away with career-enhancing frameworks – all at a time that suits you. Unlock the cutting-edge knowledge you need to get ahead in product marketing today.
Chapters
- What is product marketing?
- Product marketing career table
- Portfolio messaging
- Product marketing framework
- PMA's product marketing playbook
- The product lifecycle
- The difference between a PM and PMM
- How to work with product
Have 3+ years in product marketing experience?
Chapters
- Research overview
- B2B versus B2C
- Customer research
- Qualitative vs quantitative
- Win-loss interviews
- Customer feedback
- Observations + the rest of your market
- Competitive intelligence
- Validation
- Building a business case
Take an advanced certification in:
Market Research >>
Chapters
- Pricing basics
- How to take ownership of pricing
- Calculating your baseline
- Cost-plus pricing
- Competitor-based pricing
- Value-based pricing
- Dynamic pricing
- Price sensitivity surveys + conjoint analysis
- Max Diff method
Take an advanced certification in Pricing >>
Chapters
- An intro to OKRs
- GTM OKRs
- Sales enablement OKRs
- Lead-gen OKRs
- Product adoption OKRs
- Reporting + communication
Take an advanced certification in Metrics >>
Chapters
- What are personas?
- B2B versus B2C personas
- Persona template
- Buyer vs user personas
- Creating personas
- How to use personas effectively
- What is Jobs-To-Be-Done?
- Ideal customer profiles
Take an advanced certification in Personas >>
Chapters
- Positioning overview
- Positioning fundamentals
- How to approach positioning
- Understanding messaging
- SurveyMonkey's 7-step messaging process
- An intro to Narrative design
- Storytelling framework
Take an advanced certification in:
Positioning >>
Chapters
- GTM overview
- Marketing channels
- Field marketing
- Partner marketing
- The difference between PMM and solutions marketing
- Technical PMM versus traditional PMM
- Go-to-Market process
- GTM for start-ups
- Acquisition + engagement channels
- Beta testing
- Timing your launch
- Communicating your GTM strategy
Take an advanced certification in Go-to-Market >>
Modules
- Why communication's so important
- 11 tips to communicate better
- How to work with sales, marketing and engineering
Take an advanced certification in Cross-Functional Collaboration >>
Modules
- The role of sales enablement
- Sales enablement tactics
- Creating a playbook from scratch
- sales enablement fundamentals
- Getting sales teams bought in
- Measuring sales enablement
- Sales enablement platforms
- Product-led growth
Take an advanced certification in Sales Enablement >>
Modules
- Onboarding examples
- Onboarding framework
- Onboarding best practices
- Retention tactics
- Customer case studies
- Analysis fundamentals
- Areas to analyse
- A/B testing
- Cohort analysis
Take an advanced certification in Consumer Psychology >>
Chapters
- What is product marketing?
- Product marketing career table
- Portfolio messaging
- Product marketing framework
- PMA's product marketing playbook
- The product lifecycle
- The difference between a PM and PMM
- How to work with product
Have 3+ years in product marketing experience?
Chapters
- Research overview
- B2B versus B2C
- Customer research
- Qualitative vs quantitative
- Win-loss interviews
- Customer feedback
- Observations + the rest of your market
- Competitive intelligence
- Validation
- Building a business case
Take an advanced certification in:
Market Research >>
Chapters
- Pricing basics
- How to take ownership of pricing
- Calculating your baseline
- Cost-plus pricing
- Competitor-based pricing
- Value-based pricing
- Dynamic pricing
- Price sensitivity surveys + conjoint analysis
- Max Diff method
Take an advanced certification in Pricing >>
Chapters
- An intro to OKRs
- GTM OKRs
- Sales enablement OKRs
- Lead-gen OKRs
- Product adoption OKRs
- Reporting + communication
Take an advanced certification in Metrics >>
Chapters
- What are personas?
- B2B versus B2C personas
- Persona template
- Buyer vs user personas
- Creating personas
- How to use personas effectively
- What is Jobs-To-Be-Done?
- Ideal customer profiles
Take an advanced certification in Personas >>
Chapters
- Positioning overview
- Positioning fundamentals
- How to approach positioning
- Understanding messaging
- SurveyMonkey's 7-step messaging process
- An intro to Narrative design
- Storytelling framework
Take an advanced certification in:
Positioning >>
Chapters
- GTM overview
- Marketing channels
- Field marketing
- Partner marketing
- The difference between PMM and solutions marketing
- Technical PMM versus traditional PMM
- Go-to-Market process
- GTM for start-ups
- Acquisition + engagement channels
- Beta testing
- Timing your launch
- Communicating your GTM strategy
Take an advanced certification in Go-to-Market >>
Modules
- Why communication's so important
- 11 tips to communicate better
- How to work with sales, marketing and engineering
Take an advanced certification in Cross-Functional Collaboration >>
Modules
- The role of sales enablement
- Sales enablement tactics
- Creating a playbook from scratch
- sales enablement fundamentals
- Getting sales teams bought in
- Measuring sales enablement
- Sales enablement platforms
- Product-led growth
Take an advanced certification in Sales Enablement >>
Modules
- Onboarding examples
- Onboarding framework
- Onboarding best practices
- Retention tactics
- Customer case studies
- Analysis fundamentals
- Areas to analyse
- A/B testing
- Cohort analysis
Take an advanced certification in Consumer Psychology >>
Our stats
"The PMA are experts in Product Marketing, the core course is for you whether you are starting out or experienced. Packed with examples, tips and templates across key facets of the job."
Asif Chaudhry
Global Director, Product Marketing
"The PMM Core course is an excellent course for all levels of product marketing professionals. The useful frameworks, structured course outline, and real-life examples from the instructors help everyone understand how critical product marketing, as a function, is for any organization's growth and success."
Sandeep Rath
Senior Director, Global Product Marketing
"I started the Product Marketing Core program wishing to learn at least one of the various activities a Product Marketer does. I finished it by feeling confident enough to take on any job in the area. All the coursework makes you reflect upon the process and already get some experience on the job, also the mentor sessions are a unique opportunity to meet different minds and exchange rich experiences. Absolutely recommend!"
Gympass
Global Product Marketing Specialist
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...
Implement frameworks
From battlecards to GTM strategies, you'll use tried-and-tested templates to create your own – ready to roll out the very next day.
Standardize processes
Get everyone working to best practices and speaking one unified PMM language.
Collaborate cross-functionally
See how product marketing can consistently drive outcomes for the whole business and learn to clearly communicate its value to stakeholders.
What's
included
11 comprehensive modules covering everything from research to pricing and positioning, updated quarterly to keep up with market trends.
8 optional, actionable tasks, so you can put the theory into practice and create a ready-to-use pack of materials to implement in your company.
Exclusive nuggets of knowledge from seasoned product marketing leaders at world-renowned organizations like Google, Adobe, and OpenView.
Lifetime access to over 20 customizable, tried-and-tested templates and frameworks to help you hit the ground running.
100% on-demand and self-paced curriculum so you can learn at your convenience, wherever and whenever suits you best.
Live weekly workshops to network, ask questions, and learn how to apply course content to your work.
Unrestricted entry to the Product Marketing: Core alumni channel, so you can continue networking and learning from certified peers.
Official recognition by CPD & CIM upon passing all exams, increasing your marketability and job prospects exponentially.
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
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...
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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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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
Yep! As well as getting the seal of approval from orgs like HubSpot, TikTok, and Salesforce, Product Marketing Core is recognized by the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).
Anyone with an interest in product marketing. If you want to transition into the industry, it’ll give you the knowledge you need to hit the ground running. If you’re new to product marketing, it’ll upskill you in areas you might not have much experience in. If you’re a product marketing veteran, it’s a great refresher on current trends and new practices. Whatever your level, it’s an awesome opportunity to learn from senior PMMs at some of the world’s biggest businesses.
Take a look!
- Module one: Research
- Module two: Pricing
- Module three: OKRs
- Module four: Personas
- Module five: Positioning and messaging
- Module six: Go-to-market
- Module seven: Communication
- Module eight: Sales enablement
- Module nine: Onboarding
- Module ten: Analysis and optimization
- Module eleven: The wrap-up
By completing Product Marketing Certified: Core, you gain a strong grasp of product marketing, get access to practical templates, and join a community of industry pros. It’s a great way to boost your confidence, skillset, and career prospects. Simple as that!
Yup! Plus, all our team packages are tailored to your needs. If you drop Matt a line at m.booth@pmmalliance.comand tell him what you want, he’ll put a package together for you – it doesn’t have to be online and on-demand either – it can be online and live, or live and in-person.
No, but we'd highly recommend getting stuck in. The more you put in, the more you get out, so we encourage everyone to complete all coursework and get involved with the weekly workshops.
To give you the convenience of a self-paced, online course, without skipping on the benefits of live conversations, Product Marketing Core comes with weekly calls with senior-level product marketers. Why? So you can ask questions about anything you’ve learned, chat with like-minded PMMs, and soak up extra insights from leading product marketers.
Sure! To make sure you don’t miss out, we upload all of our previous workshops to an archive for you to dip into at your leisure.
Our membership plans include exclusive content, even more templates and frameworks, mentorships, OnDemand videos, and more. For more details about what’s included in our memberships, head here.
Yes! You’ll be able to chat with product marketing whizzes every week during our live sessions. They’ll be on hand to talk about all things product marketing, offering expert advice to everyone on the call.
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.