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10+ years Chapter 29: Product Marketing by Stage Early Stage: Ignition Growth Stage: Rapid Rise Mature Companies: Peak Burn Adjust Scope to Stage Chapter 30: Mature Company Inflection Points “Traditional” Company Becomes a Tech-First Company A Single-Product Company Becomes a Multi-Product Company Moving from Product to Solution, Service, or Customer-Centric International Expansion

12 Conclusion: What You Can Do Right Now

13 Appendix: Marketing Terms Explained

14 Acknowledgments

15 About the Author

16 Index

17 End User License Agreement

List of Tables

1 Chapter 6Table 6.1 Comparing typical product first methods with those that make it ea...

2 Chapter 17Table 17.1 A guide to when and why for different packaging strategies

3 Chapter 19Table 19.1 PGTM canvas work helps you stay customer-first, but know the diff...

4 Chapter 22Table 22.1 A tale of two messaging styles.

5 Chapter 24Table 24.1 Category kings exist in both scenarios.

List of Illustrations

1 Chapter 2Figure 2.1 Whiteboard recreation.

2 Chapter 12Figure 12.1 Release Scale example.

3 Chapter 15Figure 15.1 The classic technology adoption curve.Figure 15.2 Growth stalled because existing customers weren't the best ones ...Figure 15.3 Well-planned marketing strategies and tactics combined with stro...

4 Chapter 19Figure 19.1 The Product Go-to-Market Canvas template with a productivity app...Figure 19.2 The resulting PGTM working session with go-to-market teams.

5 Chapter 23Figure 23.1 Netflix's website in 2009.Figure 23.2 Netflix's website circa 2014.Figure 23.3 Netflix's website around 2016.Figure 23.4 Zendesk's website, circa 2010–2011.Figure 23.5 Zendesk's early 2014 pre-IPO web page.Figure 23.6 Zendesk's website in the initial post-IPO era.

6 Chapter 25Figure 25.1 The blank One-Sheet Messaging Canvas that starts the process.Figure 25.2 Early draft One-Sheet Messaging Canvas from IndexTank.