ConversionXL – Kristen Craft – Marketing Management

$67.00$1,990.00 (-97%)

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From positioning to designing a measurable product launch, learn how to make product marketing a cross-functional powerhouse for your business.

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ConversionXL – Kristen Craft – Marketing Management

ConversionXL - Kristen Craft - Marketing Management

Check it out: ConversionXL – Kristen Craft – Marketing Management

Product marketing is your company’s best growth lever.

So why aren’t more marketers upskilling in this area?

From positioning to designing a measurable product launch, learn how to make product marketing a cross-functional powerhouse for your business.

Course Overview

Becoming a product marketing pro

The role of a product marketing manager is to act as the glue between marketing and product teams.

But navigating the ambiguity between two very different teams with unique (often competing) goals is never easy.

This course teaches you the skills needed to be a product marketing manager who builds alignment, wins sales and drives results.

What this course will teach you …

  • How to coordinate a product marketing launch to drive leads, sales and customer retention.
  • A framework for measuring and evaluating the effectiveness of product marketing on business growth.
  • How to use battlecards, flowcharts, and competitor analyses to make data-driven decisions and get internal buy-in.

After taking this course, you’ll:

  • Be able to build and launch high-impact product marketing launches for your company.
  • Develop messaging and positioning frameworks that make your product stand out and win sales.
  • Know how to turn product marketing into a conversion and sales engine for your company.
  • Create high-converting content that aligns messaging with customer needs and values.
Lucas’ technical skill set combined with results-orientation can make a difference to any marketing or business development team, and can help teams to substantially step up their productivity.

Lauri Palokangas, Marketing Director @ Basware

Sneak preview: Lesson 1

The Hybrid Role

Lucas has the ability to bridge the technical and non-technical world to make technical information consumable and easy to understand by non-technical people.

He is a really great person to work with and I highly recommend him.

Laura Schröder, Founder and Principal @ Red Rocks

This course is right for you if …

  • You are considering a career as a Product Marketing Manager
  • You already work as a Product Marketing Manager in a SaaS, B2B, or B2C company and are interested in upskilling to improve results.
  • You already have many years of experience in the role and are looking for new inspiration and strategies.

This course is probably not for you if…

  • You work as a developer or have little or nothing to do with marketing or sales.

Skills you should have before taking this course:

  • Basic understanding of sales and marketing and their respective roles within the company.
  • Basic understanding of the marketing funnel, lead nurturing, customer retention, and developing marketing campaigns.
  • Basic understanding of product management and developers as well as your company’s chosen development methodologies and tools.

Get immediately download ConversionXL, Lucas Weber – Product Marketing For Technology

About your instructor, Lucas Weber

Lucas Weber began his career as a Software Product Manager until finding his calling as a Software Product Marketing Manager, which utilizes his talents for communicating development “tech talk” into marketing and sales messaging and for positioning a product for success in companies of all sizes.

Your full course curriculum:

Product marketing for technology companies

Lesson 1

The Hybrid Role

Lesson Objectives:

  • Position yourself to receive and accept crucial information within your company which is a key element in building your product positioning and messaging
  • Craft your storytelling through best practices to ensure that your message gets through to your target audience
  • Bridge the gap between development, marketing, and sales within your organization

Topics covered:

  • Communication
  • Storytelling
  • Public Speaking
  • Leadership
  • Hybrid Role
Lesson 2

Marketing

Lesson Objectives:

  • Align with the marketing team’s objectives and enable the team to reach them by supporting the marketing funnel
  • Successfully build customer success/case studies based on four crucial elements
  • Identify and ask the right questions when visiting prospects and customers to effectively build the right positioning and messaging for your products and to further empower your development team with valuable feedback

Topics covered:

  • Define and differentiate the Product Marketing Manager’s role within Marketing
  • Building Case Studies
  • Visiting Customers & Prospects
  • Internal Company Events
  • Analyst Relations
Lesson 3

Product Management and Development

Lesson Objectives:

  • Define different types of product launches which are recognized across both product and marketing
  • Organize and lead a product-focused marketing campaign from beginning to end
  • Increase both sales and stickiness through different forms of in-product marketing

Topics covered:

  • Development Methodology and Tools
  • Product Launches
  • Product-focused Campaigns
  • Product Roadmaps
  • Technical Support and User Groups
  • In-product Marketing
Lesson 4

Sales Enablement

Lesson Objectives:

  • Distill important information into key learnings for a sales team
  • Onboard employees of all business units through various exercises, workshops, and exams to ensure a solid start in your organization
  • Setup and manage a scalable Learning Management System for standardized, interactive training sessions to ensure that everyone in your company is up to date on the latest product marketing information

Topics covered:

  • Sales Team Structure and Goals
  • Training
  • Learning Management Systems
  • Onboarding with Playbooks and Battlecards
  • Continuous Learning
  • Microlearning
Lesson 5

Product Positioning and Messaging

Lesson Objectives:

  • Create short and long versions of B2C and B2B buyer personas
  • Map out the buyer’s journey and align it with sales enablement activities and material
  • Conduct research on how to create your positioning by analyzing competitor positioning and by collecting feedback and insights from inside your company, prospects, and customers
  • Create your product positioning and successfully deploy multi-layered messaging

Topics covered:

  • Buyer Personas
  • Buyer’s Journey
  • Company Internal Research
  • Competitor Positioning
  • Prospect and Customer Research
  • Creating your Positioning and Messaging

Working together with Lucas always results in a successful product launch or high quality material such as a video, white paper, press release, campaign or any other type of marketing collateral.

Lucas is very customer-oriented, creative, effective and professional. He is always able to both set a clear product strategy and reach the targets. He is also able to communicate and translate the product benefits extremely well to both technical and non-technical people, which was fundamental to our marketing team when creating high quality marketing material to support our sales.

Johanna Tanninen, Marketing and Communication Director @ Fastroi OY

Show off your new skills: Get a certificate of completion

Once the course is over, pass a test to earn a CXL certification.

Add it to your resume, your LinkedIn profile or just get that well-earned raise you’ve been waiting for.

CXL Institute is an authorized LinkedIn education provider

You can add your education, certificates, badges – everything you learned and earned at CXL Institute into the Education section of your profile.

Course overview

In marketing, building a team is critical to advancing your goals, as well as your career as a manager. But most marketers don’t get specific guidance on how to hire, motivate others, or resolve conflicts.

Nor are most of us marketers taught how to gather and share the proper data that leads to a promotion.

This course will teach you how to build a team, set actionable goals, and manage your career path so you can position yourself for a C-level role.
Introduction video (1 min)
Here’s what Kristen will teach you …

This course covers actionable strategies for hiring and managing a team, as well as managing one’s personal brand.

This includes specifics on how to hire and onboard people. It also includes strategies for setting objectives and key results people can get excited about. Lastly, it includes guidance on how to find a mentor, land public speaking gigs, and join a board of directors.
In just 12 short sessions, you’ll be able to …

Set objectives and key results, so your teams can accomplish their goals
Build airtight project plans, so everything stays on track and within budget
Use a structured approach to resolve conflicts
Hire and onboard people efficiently, so new team members can get up to speed quickly and start contributing
Land speaking gigs, so you can grow your personal brand and advance your career

Kristen Craft has single-handedly been the guiding force behind my career. As my former manager, it was her unrelenting belief in me that give me the confidence to push forward, grow, and succeed.

It is thanks to her guidance and encouragement that I’ve gotten promotions, that I’ve secured new jobs, that I’ve been accepted into business school, and that I’ve connected with some incredible women along the way.

Her advice is invaluable, her support is unwavering, and there’s no one to whom I’d rather turn.

Dee Dee de Kenessey, Head of Content Marketing @ Shopify Plus
Benefits of taking this course

Having these leadership strategies on hand means you’ll be able to build and manage a team effectively. You’ll gain a better sense of how to manage a marketing team day-to-day, as well as how to manage your career longterm.

You’ll walk away with frameworks for budgeting, running good one-on-ones, and applying to speak at conferences. This course supports your personal and professional growth from marketing associate to CMO.
This course is right for you if …

enjoy hiring and leading others and need strategies to get there
dream of becoming a CMO or building a large team and want proactive steps for getting there
enjoy running an organized, “tight ship” and would benefit from frameworks to support you

This course is NOT for you if …

you’re super junior in your marketing career and have never managed anyone (either directly or indirectly)
you’re super advanced in your career and have already led dozens of people
you prefer being an individual contributor and doing heads-down work most of the time

Skills you should have before taking this course

Because this is a course for marketers who aspire to lead a team, students should be interested in working with others, rather than being an individual contributor for the foreseeable future. If you have the skills and attributes described below, this course is a good fit for you:

You’re a people person (or aspire to be one)
You’ve spent at least 1-2 years on a marketing team, seeing how goals are set and campaigns are run
You’ve managed someone else’s work at least once, either officially, or in the capacity of a project lead, helping others stay on track

About
Kristen Craft

Kristen Craft is Chief Revenue Officer at Tettra, a tech company building a knowledge management system for internal communication.

Over the past 15 years, she’s grown a number of amazing teams. One of Kristen’s favorite parts of the job is mentoring and helping to develop those around her.

Kristen has taught and spoken at over a hundred conferences and events from INBOUND to MozCon. She holds an MBA from MIT Sloan, where she specialized in organizational behavior and team management.

Your full course curriculum
How to build and manage a marketing team

Lesson 1
How to know if management is right for you

This class gives a brief overview to what it means to build a team and manage your career in a proactive way. It’ll help you understand why management is a critical piece of the puzzle and identify if this is a path you truly want to take with your career.

Topics Covered:

How to scale yourself
Questions to ask yourself to determine if this is the right path for you
The roles you play and the roles you’ll need others to play

Lesson 2
Defining your marketing strategy

This class will help you define your larger marketing strategy. We’ll cover how to focus on high-impact areas, communicate with others in the company, and get the people and budget you need.

Topics Covered:

Focus areas
Communicating to other groups
Short-term and long-term planning
What kind of roles you need and when

Lesson 3
Team building

This class covers every step of the hiring process, from how to get buy-in to make the hire, to running a good search process, to getting the person to actually join.

Topics Covered:

Making the case to hire new people
Interviewing best practices
Making an offer

Lesson 4
Onboarding and setting expectations

This class will help you manage the first month with your new hire. By creating a systematic process for new team members, you’ll ensure they focus on the right things and get up to speed as quickly as possible.

Topics Covered:

Streamlining the onboarding process
“How we work” discussion
Readme doc (even if you don’t share)
Giving up your legos
Setting the stage to understand what drives people

Lesson 5
Setting and reaching objectives

This class will cover the OKR system for setting objectives and measuring key results. It gives guidance on how to implement an OKR system to drive consistent, effective work.

Topics Covered:

The OKR system
Setting OKRs
Checking in on OKRs
Staying on track
The elements of good project management
Documentation

Lesson 6
One-on-ones

Though one-on-one meetings with your direct reports might seem intuitive, many managers fail to leverage some simple best practices. By running good one-on-ones, you’ll help those on your team do their best work and navigate issues more easily.

Topics Covered:

Timing
Documentation
Consistency
Best practices like keeping it high-level, letting your report drive the agenda, and carving out time for personal goal discussions

Get immediately download ConversionXL, Kristen Craft – Marketing Management
Lesson 7
Team motivation

This class explores how to build and maintain motivation. We’ll dive into what motivates an individual, as well as how to keep the team motivated, as a group.

Topics Covered:

What kind of manager are you?
What you need to know about each of your direct reports
Facetime – familiarity principle
Regular standups: daily, weekly, monthly
Building in fun with team meals, offsites, and activities

Lesson 8
Managing conflict

All teams run into conflict sometimes. And that’s ok. What’s important is that you help your team navigate conflict well, thereby fostering a sense of psychological safety and resolution.

Topics Covered:

Psychological safety
RAPID decision making
DRIs
RACI model

Lesson 9
Running and tracking marketing campaigns

This class gets into the nitty gritty of project management. We’ll cover how your can make hypotheses, then use a systematic approach to determine what’s working. From there, you can double down on what works and eliminate what doesn’t.

Topics Covered:

Growth loops
Hypothesis and instrumentation
Using airtable to document
Investing in what’s working

Lesson 10
Growing the people on your team

The best managers are always looking to grow and mentor those on their team. This class will help you navigate that process, from finding resources to running annual reviews.

Topics Covered:

Letting team members take on new work or shift roles
Helping t

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ConversionXL - Kristen Craft - Marketing Management

$67.00$1,990.00 (-97%)

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