1 Product Marketing Certified: Core

OnDemand

Product
Marketing
Certified: Core
OnDemand
2 Product Marketing Certified: Core OnDemand

Product Marketing
Certified: Core
OnDemand
Trusted by the world’s biggest brands, Product Marketing Certified: Core’s
the industry standard, the catalyst to your success, the only companion you
need for personal and professional growth.

Propel your product - and career - to the next level, with our fully self-paced,
certification program.

Whether you’re new to the industry or a seasoned PMM, B2B or B2C, physical
or SaaS, by the end of this program, you’ll have all the knowledge and tools
needed to effectively and successfully attract and keep more customers.

• 11 MODULES,

• 101 CHAPTERS,

• 128 EXAM QUESTIONS,

• 19+ HOURS,

• OFFICIAL CERTIFICATION,

• OPTIONAL COURSEWORK,

• LIVE WEEKLY WORKSHOPS,

• 100% SELF-PACED, AND MORE.

Get Certified!
3 Product Marketing Certified: Core OnDemand

Course overview
From research to optimization, Product Marketing Core explores (cliche alert!)
the A to Z of product marketing, and with PMMC in your pocket, you’ll have a
richer understanding of the what, why, and how of every product marketing
principle. And that’s a promise.

You’ll learn how to truly embody the voice of the customer. You’ll master the
art of getting products to market - and keeping them there. You’ll understand
how to roll out, test, and iterate everything you do. You’ll walk away with career-
enhancing hacks and skills. You’ll get all this and so much more. All on your watch.

Unlock the cutting-edge information and frameworks you need to succeed within
the fast-evolving world of product marketing with our fully comprehensive and
revised certification.
4 Product Marketing Certified: Core OnDemand

Built with the

biggest brands
PMMC is vetted, tested and approved by senior-level PMMs from companies
like Salesforce, HubSpot, Google, Facebook, and more, so you can be sure
you’re getting the real deal.

We partnered with positioning maestro April Dunford for our positioning and
messaging module and throughout the rest of the course, teamed up with
product marketing powerhouses from the likes of:
5 Product Marketing Certified: Core OnDemand

“This course is everything a

Product Marketer needs and
it explores the unique role of
PMM in a way that has simply
not been done before. Every
lesson has actionable learnings
and sparks new ideas, making
this PMM excited to roll up their
sleeves and get to work.”
Gabriele Boland, Product Marketing Manager at Criteo

P.s. Head here for TONS more testimonials just like this.
6 Product Marketing Certified: Core OnDemand

Bang for your buck.

101
11

11 modules covering 101 chapters to give you 128 exam questions to

everything from research extensive knowledge and consolidate the course
and pricing to positioning skills on all things product curriculum.
and onboarding. marketing.

19+ PMMC®

19+ hours of footage (so Official PMMC certification Live weekly workshops
you know you’re getting your if you pass all exams. where you can learn from
money’s worth!) and with the world’s best
product marketers.

100% self-paced - learn at

a time and pace that works
for you.
7 Product Marketing Certified: Core OnDemand

Why PMMs PMMC®

Don’t just take our word for it,
here’s why product marketers
all over the world love
Product Marketing Core.

Why choose us, not others?

• We have the most comprehensive curriculum around. Fact.
• Home to the world’s largest PMM community, all our content’s based
on the most current trends.

• We offer the convenience of a self-paced course with the practicality

of live workshops.

• With coursework and group mentor sessions, we’re hands down the
most interactive, OnDemand course around.

• Product marketing maestros from orgs like HubSpot, SurveyMonkey,

Adobe & more feature in 3+ hours’ worth of bonus footage.

• Every quarter, we refresh our content so you’re only ever working off
up-to-date info.

• You get total access to 20+ templates and frameworks, all course
content, and an exclusive PMMC Alumni channel for life.

• Official PMMC® certification if you pass all the exams - which is

esteemed by many companies.
8 Product Marketing Certified: Core OnDemand

Trusted by some of the

world’s biggest brands.

And with feedback like this, who can blame them:

“This is the most comprehensive product marketing

training available! It’s a great course that should be
in every PMM’s toolkit.”
Genson Glier, Senior Product Marketing Manager at Cheq

P.s. If you need help convincing your boss so you can be the next logo, we’ve
done the hard part for you here.
9 Product Marketing Certified: Core OnDemand

Program breakdown
Welcome Research Pricing
• What to expect in this course • Research overview • Pricing basics
• How to get the most out of PMMC® • B2B versus B2C customer research • How to take ownership of pricing
• Your course pack • Qualitative vs quantitative research • Calculating your baseline
• What is product marketing • Win-loss interviews • Cost-plus pricing
• Product marketing career table • Win-loss coursework • Competitor-based pricing
• Portfolio messaging • Customer feedback • Value-based pricing
• PMA’s product marketing framework • Observations + the rest of your market • Dynamic pricing
• The product lifecycle • Competitor intel • Price sensitivity surveys & conjoint
• The difference between PM and PMM • Competitor intel coursework analysis
• How to work with Product Management • Validating your hypothesis • MaxDiff
• Key takeaways • Building a business case • Key takeaways
• Time to reflect • Key takeaways • Exam | Pricing
• Additional workshops • Research templates • Time to reflect
Bonus videos • Exam | Research • Additional workshops
• The evolution of product marketing to • Time to reflect Bonus videos
portfolio messaging | Growth Mentor • Additional workshops • The pricing and packaging roadmap to
• Portfolio product marketing talk | Peloton Fireside chat help grow revenue | MobileCoin
Interactive • B2C and B2B principles for customer and
market research | Meta

Objectives and key results Personas Positioning & messaging

• An intro to OKRs • What are personas? • Positioning overview
• Go-to-Market OKRs • B2B versus B2C user personas • Positioning fundamentals
• Sales enablement OKRs • Persona templates • How to approach positioning
• Lead-gen OKRs • Buyer personas vs user personas • Positioning coursework
• Product adoption OKRs • Creating your personas • Understanding messaging
• Reporting and communication • How to use personas effectively • An intro to narrative design
• Key takeaways • What is Jobs-to-be-Done? • Narrative design certified
• Exam | OKRs • Ideal Customer Profiles • Storytelling framework
• Time to reflect • Key takeaways • Key takeaways
• OKR coursework • Persona templates • Positioning templates
• Additional workshops • Exam | Personas • Exam | Positioning & messaging
Bonus videos • Persona Certified • Time to reflect
• Product marketing metrics that matter | • Time to reflect • Additional workshops
Adobe • Additional workshops Bonus videos
Bonus videos • 7-step messaging process | Builder.io
• How to develop personas the right way | Fireside chat
Veeam Software • Storytelling and messaging in B2C
product marketing | Albertsons
Companies
10 Product Marketing Certified: Core OnDemand
Program breakdown
Go-to-Market
• Go-to-Market overview
• Marketing channels
• Field marketing
• Partner Marketing
• The difference between PMM and
solutions marketing
• Technical product marketing versus
traditional product marketing
• What a GTM strategy for ups should
look like
• Go-to-Market process
• Acquisition & engagement channels
• 3-step growth strategy
• Go-to-Market process continued
• Beta testing
• Timing your launch
• Communicating your GTM strategy
• Key takeaways
• Go-to-Market templates
• Exam | Go-to-Market
• Time to reflect
• Go-to-Market coursework
• Additional workshops
Fireside chat
• The relationship between product
marketing and solutions | VMware
Bonus videos
• Building a multi-channel customer
marketing strategy | Instagram
• Evolving product marketing to solutions
marketing | Veeam Software
Onboarding
• Onboarding examples
• Onboarding framework
• Onboarding best practices
• Customer onboarding coursework
• Retention tactics
• Customer case studies
• Key takeaways
• Onboarding + case study templates
• Exam | Onboarding
• Time to reflect
• Additional workshops
Communication & collaboration
• Why communication is so important
• 12 tips to communicate better
• Working with sales, marketing & product
management
• How to train and empower sales
• How to work with marketing
• How to work with product
• Key takeaways
• Exam | Communication
• Time to reflect
• Additional workshops
Bonus videos
• Building a bridge between product
marketing and sales | Oracle
• Panel discussion: B2B vs B2C what they
should learn from each other.... and what
they shouldn’t
Analysis & optimization
• Analysis fundamentals
• Areas to analyse
• A/B testing
• Cohort analysis
• Key takeaways
• Exam | Analysis & optimization
• Cohort analysis coursework
• Time to reflect
• Additional workshops
Sales enablement
• The role of sales enablement
• Sales enablement tactics
• Creating a sales playbook from scratch
• Sales enablement fundamentals
• Getting sales teams bought in
• Measuring sales enablement
• Sales enablement platforms
• Product-led growth
• Sales enablement templates
• Exam | Sales enablement
• Key takeaways
• Time to reflect
• Sales enablement coursework
• Additional workshops
Wrap up
• Resource library
• Fancy leaving a review?
• Your feedback
• Let’s get social
• Certified and #proud
• Become an affiliate
• Learn. Level-up. Lead.
• Continue your professional
development
• Get your certificate
11 Product Marketing Certified: Core OnDemand

“The information in the product

marketing certificate course is
INVALUABLE. One cannot put a
price on how much knowledge can
be obtained from these lessons.
There is no other program in the
market that educates product
marketers or aspiring product
marketers on how to compile and
synthesize market intelligence to
effectively deliver solutions the
market is in need of.”
Louis Guerrero, Product Marketing Consultant at Fluvio
12 Product Marketing Certified: Core OnDemand

FAQs
Q: Is the course accredited?

A: Yep, it sure is. As well as having PMA’s seal of approval along with orgs like HubSpot, Facebook, TikTok, Salesforce, Sky and
more, Product Marketing Core is accredited by both the Chartered Institute of Marketing and Continuing Professional
Development (CPD).

Q: Who’s this course for?

A: Anyone with an interest in product marketing. If you’re looking to transition into the industry, it’ll arm you with that all-
important foundational layer of intel to hit the ground running. If you’re relatively new to product marketing, it’ll up-skill
you in areas you might not have quite so much practical experience in. If you’re a product marketing veteran, it’s a great
refresher on current trends and potential new practices. And for everyone, it’s an awesome opportunity to learn from
senior-level PMMs from some of the world’s biggest businesses.

Q: Does this course cover everything I need to know to be a product marketer?

A: If we do say so ourselves, this course is pretty darn comprehensive. From research through to optimization it covers the A
to Z, however, as there are so many facets to product marketing, it’s very much more focused on the essentials.
For a closer look at the course content check out the curriculum.

Q: I’d love to get my whole team certified, do you have any discounts on offer?

A: Yep! All our team packages are bespoke to make sure they’re tailored towards what you’re after, but if you drop Matt a line
on m.booth@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.
FYI, these don’t just have to be online and on-demand either, they can be online + live or live + in-person, too.

Q: Is the coursework mandatory?

A: It’s not mandatory, but we’d highly recommend getting stuck in. The more you put in, the more you get out, so we strongly
encourage everyone to complete any coursework and get involved with the weekly workshops to go through what you’ve
been working on.
13 Product Marketing Certified: Core OnDemand

FAQs
Q: I’m considering a career change and would like to enter product marketing, but I’m not sure if I’ll be out of my depth.
Is the course geared towards helping entry-level product marketers, or should I seek an alternative?

A: Absolutely not, our course caters for product marketers of all levels. Newbies definitely won’t be out of their depth and it’s
packed with tons of fresh learnings, templates, case studies, and exercises for people who have prior experience in the
product marketing field, too.

Q: How long will it take to complete?

A: It depends on how you choose to work your way through it. All in all, there’s around two solid days’ worth of course content
but we’ve created it in a way that’s easy for you to chip away at as and when you want, and each module can be
completed in total isolation.

Q: What happens if I don’t pass the exams?

A: If you fail first time round you’ll be given the option retake the exam. If you fail the second attempt too, 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.

Q: What are the live, weekly sessions all about?

A: To give you the convenience of a self-paced, online course, without skipping on the benefits of those live, two-way
conversations, Product Marketing Core comes with weekly calls with senior-level product marketers.
Why? So you can ask questions on anything you’ve learned, chat with like-minded PMMs who’re also undergoing certification,
and soak up extra insights from experienced product marketers who know how to nail all aspects of the industry.

Q: I can’t guarantee I’ll be able to attend the live workshops. Will they be available to access at a time to suit me?

A: Sure, we totally understand there may be times you can’t attend, and that’s not a problem. 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.

Q: I noticed course subscribers qualify for a discount for PMA Membership Plans, but what’s included in the membership?

A: That’s right! Anyone who takes part in the Product Marketing Core program will be eligible for a discount to our membership
plans - which includes exclusive content, even more templates and frameworks, mentors, OnDemand videos, and more. For
more details about what’s included within the subscriptions head here.

Q: Do I receive access to a personal mentor as part of the Product Marketing Core course?

A: You sure do. You’ll be able to chat with product marketing whizzes every week during our live session and they’ll be on hand
to talk about all things product marketing, offering everyone on the call expert advice and handy tips for your own practice.