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Market
Product Marketing Course

Resonate with buyers

  • Gain a thorough understanding of your buyers and how they like to buy so you can build the product marketing strategies that deliver results.
  • Align across go-to-market teams by effectively sharing and leveraging your buyer knowledge to prioritize the right product marketing strategies.
  • Measure your strategies against the metrics that matter most to your organizations, focusing on outcomes and impact, not vanity.
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Pragmatic Product Market Course
$1,295.00 Online | On-Demand  +Taxes
$1,495.00 In-Person  +Taxes

As low as $107.92/month with Affirm logo.
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In Person Course

  • 7 hour instruction
  • PMC certification
  • Tools, templates, examples
  • Peer community
  • Weekly instructor office hours
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Corporate Training

  • 7 hour course
  • 1-2 sessions
  • PMC certification
  • Training for whole team
  • In-person or virtual
  • Peer community
  • Weekly instructor office hours
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Live Online

  • 7 hour course
  • Morning or afternoon
  • PMC certification
  • No travel
  • 1-2 sessions
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What you’ll learn in Market

Connect Business to Buyers

  • Identify how marketing outcomes correspond to management goals
  • Align execution experts with product and market strategy
  • Build credibility by moving from firefighting to strategic tasks

Build Buyer Expertise

  • Identify market segments and audiences to effectively engage buyers
  • Create detailed personas for each buying role
  • Discover and document the buyer’s journey
  • Align your sales process to the buyer’s journey
  • Build messaging matrixes to map key messages to each persona

Build Consensus for Marketing Plans

  • Align the goals of the company to the buyer’s journey
  • Focus marketing programs on specific buyer personas
  • Prioritize efforts that maximize impact
  • Identify risks to ensure organizational awareness
  • Create a marketing canvas to simply and clearly show the marketing strategy and how it aligns to the business

Measure Effectiveness

  • Leverage strategic metrics like lifetime value and customer acquisition to invest in the right personas
  • Measure and report your impact on the bottom line
  • Calculate the impact of your strategy

Common Roles:

  • Product Marketing
  • Marketing Communications
  • Brand Management
  • Executive Leadership
  • Product Management
  • Solutions Management
  • Corporate Communications

Tools and templates you’ll learn in this course:

  • Buyer Persona Interview Guidelines
  • Product Marketing Canvas
  • Message Matrix
  • Goal Prioritization
  • Campaign Planning Template
  • Marketing Assets Worksheet
  • Positioning Document Template
  • Marketing Programs Calendar
  • Recommended Marketing Matrix
  • Go-To-Market Strategy Scorecard

Who should be a Certified Genius?

Pragmatic Institute’s certifications are sought-after the world over, and are the best way to tell everyone about your product expertise. Prove that you’re a product genius with Pragmatic certifications. 

Product Manager Certification Badge

Pragmatic Product Manager

How to get certified: Complete the prerequisite course Foundations, Focus, and Build courses.

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Product Marketer Certification Badge

Pragmatic Product Marketer

How to get certified: Complete the prerequisite course Foundations, Market, and Launch courses.

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Product Master Certification Badge

Pragmatic Product Master

How to get certified: Complete the prerequisite course Foundations, Focus, Design, Build, Market, Launch, Price, and Insight courses.

Learn More >>
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Which Course Is Right For You?

Pragmatic Institute has the courses and learning tracks you need, to master the skills you care about most. 

Find the course that is perfect for you.

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Product Course Guide
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On the Framework for Market

Pragmatic Framework Icon

The Pragmatic Framework has helped thousands of organizations around the world streamline their processes so they can build and market better products.

Explore the key framework activities that we examine in Market:

Programs
Content
Sales Alignment
Measurement
Advocacy
Nurturing
See our full framework
Cindy Cruzado has more than 25 years of product and go-to-market experience in the high-tech software industry. She has worked with multiple industries, including higher education, meteorology, finance and CRM.
Cindy Cruzado
Cindy Cruzado
Steve Gaylor has been developing product management and marketing teams and growing organizations for more than 25 years. He has demonstrated success in strategic-leadership roles, providing solutions to a broad variety of industries, including electronics, consumer products, IT and financial services. He has held executive-level positions in companies including Texas Instruments, Harbinger, Peregrine Systems, Inovis and PrimeRevenue
Steve Gaylor
Steve Gaylor
Clarke Smith has more than 20 years of experience in the product marketing space, having worked for such well known companies as Hallmark and Advanced Auto Parts. He also helped leverage a groundbreaking service model that utilized domestic and offshore resources to plan, execute and track cost-effective local marketing programs for clients including DirecTV, Allstate, Spring, Ameriprise and US Cellular.
Clarke Smith
Clarke Smith
Terry Sadowski has nearly 40 years of product experience with organizations including Quaker Oats, The Dial Corporate, AT&T, Dell, Cisco, Assurant, Wolters Kluwer, startups and more. “I’ve been an advocate of the Pragmatic approach for two decades and have implemented it multiple times. This hands-on know-how has provided me with a bounty of insights and best-practices that I share with my students as together we can learn from my experiences.”
Terry Sadowski
Terry Sadowski
Will is a seasoned executive with over 25 years of international experience leading product marketing and management teams across hardware, software, services, and SaaS B2B companies. Originally an engineer by training, Will held senior positions with Cisco, Navisite and Capgemini, along with a range of full-time and fractional CMO positions through his own B2B product management and marketing consulting business. In addition, Will was also previously a partner at the premier product marketing agency, Aventi Group, and an instructor at the Kellogg School of Management in their executive digital marketing and product strategy programs.
Will Scott
Will Scott
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Instructors for Market

All of the instructors that teach Market have decades of hands-on, industry-relevant experience. They’ve worked as product executives at startups and Fortune 500 companies. And they have all used the Pragmatic Framework to build and market products people really want to buy. 

Learn from experts who have been in your shoes armed with battle-tested tools and strategies designed to turn product managers into product masters.

TRUSTED ALL OVER THE WORLD

What our students are saying

“Overall, fantastic experience! Real-life examples and the activities helped to solidify the concepts and the value. [The instructor] helped all of us to feel comfortable and engaged.”
“This class was amazing! Our instructor did a great job at understanding our needs and our class makeup (product and designers) so it became very exciting to see all of the interactions.”
“Of the 7 Pragmatic courses I've taken, this was my favorite. It seemed more hands-on and engaging. The techniques taught are much more of a process that is ready to apply.”
“I loved this session and want to learn even more so I'm happy that you are expanding this capability!”
“Our company will build better products having gone through this training.”
“This is my 3rd pragmatic course in as many weeks and by far my favorite. Though I love them all, the format, outline, and approach of this course just rang true for me and seems to align to my natural way of thinking.”
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Ready to Start?

However you take Market, you’ll get the same practical and actionable training from industry experts with decades of experience.
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