Product Commercialization and Product Marketing in English

What is Product Marketing?

Product Marketing is the strategic function driving successful new product launches and scaling into new markets. It's one of Europe's most sought-after marketing skills, bridging product, sales, and marketing. It's about understanding customer needs, defining positioning and messaging, aligning with brand, and leading go-to-market strategy. The goal is to ensure your products and their marketing are built to reach your audience, drive appeal, adoption and ultimately sales revenue.

Launching a product today, especially internationally, needs more than just a great product or sales team. It requires the strategic discipline that connects product development, sales, and marketing: Product Marketing. It's why leaders are investing heavily in this function, and the likes of Airbnb have announced that all their product team need to become product marketers.

Target Audience: This course is designed for product and marketing leaders focused on successful new launches and international expansion.

Why Your Team Should Attend:

Launching internationally is complex. From understanding diverse customer needs and competition to tailoring messaging and choosing the right channels, it's full of challenges. This course gives your team the structured knowledge and practical tools to tackle them head-on. Investing in this training empowers your team to:

• Ensure product/market fit (PMF) to minimize launch risk.

• Accelerate time-to-market.

• Drive faster product adoption in new markets.

• Craft compelling value propositions that resonate.

• Optimize marketing ROI by focusing resources on the most promising segments and channels.

• Build stronger collaboration between product, sales, and marketing teams.

  
  

Here's What They'll Gain:

Participants will gain core product marketing knowledge and practical skills they can immediately apply. The course content provides a focused summary of:

• Key Product Marketing Skills: Essentials like customer segmentation, buyer personas, value proposition definition, positioning, messaging, and launch management.

• Essential Frameworks: Master industry-standard models like Product Canvas (for PMF), user journey mapping, and product launch frameworks.

• Practical Templates: Get ready-to-use templates to streamline communication and accelerate implementation.

Instructor: Edgars Lapins

With 5+ years of product marketing leadership, Edgar is one of the most experienced product marketers in the Baltics. He's successfully led major product marketing initiatives, including launching full banking services in Sweden, Scandinavia's first customer facing AI banking assistant, and the first airline loyalty debit card across Scandinavia with SAS.

Experience:

• Product Marketing Lead, neobank Lunar, Denmark

• Product Marketing & Customer Analytics Lead Baltics, Luminor

• Marketing & Communications Lead Latvia, Accenture

• Head of Strategy, DDB Worldwide Latvia

• Marketing & Strategy Lead, Brain Games

• Consulted 20+ startups, Advisory Board at startup THEO Growth

Equip your team with the strategic knowledge and skills needed to conquer new markets and achieve product success.

Register for the 'Product Marketing' course today!