Online Microcredential in Business & Management

Product Marketing: Product Positioning, Sales Enablement, Onboarding, and Analysis

Become a certified product marketing manager with the second course in PMA’s product marketing certification.

Created by

Product Marketing AllianceProduct Marketing Alliance

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Certified by

The CPD Certification ServiceThe CPD Certification Service

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Endorsed by

Institute of Product MarketingInstitute of Product Marketing

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Endorsed by

Chartered Institute of MarketingChartered Institute of Marketing

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Master product marketing with top tech orgs like Microsoft, IBM, and Google

Want to earn a product marketing certification and set your CV apart for work in product marketing?

Join the second microcredential from the Product Marketing Alliance (PMA) to access the second half of their leading product marketing training.

Learn how to launch a new product that sells

On this microcredential – covering module six to 11 of PMA’s product marketing certification – you’ll cover product positioning and messaging, sales enablement, onboarding, and analysis.

Through coursework and live, weekly workshops, you’ll enjoy an interactive learning experience which gives you the chance to practice your skills in real-life contexts.

Upskill in product positioning and create an impactful go-to-market strategy

Under the guidance of PMA’s product positioning leader, April Dunford, you’ll learn the fundamentals of effective product positioning and messaging.

With dedicated sections on narrative design and storytelling, you’ll build your skills for taking a product to market that speaks to your audience and meets their needs.

As you develop your understanding of go-to-market strategy, you’ll explore various growth strategies, and learn how to align wider organisational goals around your go-to-market plan.

Boost your sales and communication skills as a product marketing manager

The nature of product marketing means it is essential that product marketers are strong communicators.

You’ll discover key communication strategies and proven tactics for ensuring your organisation and stakeholders are on board with and understand your product planning and design.

You’ll also take a deep dive into creating internal and external assets that will make sure your product sells, including sales playbooks, battle cards, comparison charts, and sales scripts. And you’ll even get tips on how to keep sales reps invested in your efforts.

Discover best practice product onboarding and analysis

The final modules of the certification will ensure you’re up-to-date with the latest onboarding and analysis strategies as you discover tried and tested tactics for retaining customers.

You’ll consider how to implement a specialised onboarding framework for your product and explore product onboarding best practices.

You’ll also learn the ins and out of A/B testing and cohort analysis so that you and your team are in a position to continually improve and iterate on what you do.

Learn from experts at HubSpot, SurveyMonkey, Adobe, Facebook, Microsoft, Zuora, Klue, IBM, Google, and more

By the end of this product marketing certification, you’ll be equipped with the skills you need to take a product to market and keep it there.

After you’ve finished, you’ll have ongoing access to 20+ product marketing templates, examples, and frameworks. Plus, content is refreshed every quarter so you’ll constantly have access to up-to-date information and advice.

With access to insights and expertise from top tech organisations as well as access to the exclusive PMMC Alumni Slack channel after the course is finished, you’ll stay part of the PMA network for life.

Will I become a certified product marketing manager?

Yes. If you complete this microcredential – as well as Product Marketing: Product Research, Pricing, Personas, and OKRs – and achieve a pass rate of at least 75% in each of the exams, you will earn your PMMC qualification and become product marketing certified.

The PMMC certification is vetted, tested and approved by senior-level PMMs from companies like Salesforce, HubSpot, Google, and Facebook, and equips product marketing managers with the skills, knowledge, and network they need to master the challenges of the product marketing manager role.

What skills will you learn?

  • Product positioning
  • Product messaging
  • Objectives and key results (OKRs)
  • Product marketing personas
  • Jobs-to-be-done theory
  • Product marketing strategy
  • Go-to-market strategy
  • Communication
  • Product onboarding

Are you eligible for this microcredential?

There are no prerequisites to joining this course, just enthusiasm to learn.

This professional certificate has been built with both product marketing novices and more experienced product marketing managers in mind.

Newcomers will experience a solid grounding in each of the core product marketing components and experienced product marketers will refresh their skills and learn about the up-to-date product marketing strategies and trends.

Is this microcredential right for you?

This certificate is for 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, you’ll upskill in areas you don’t have much practical experience in.

If you’re a product marketing veteran, you’ll discover current trends and potential new practices.

Everyone who joins will have the awesome opportunity to learn from senior-level PMMs from some of the world’s biggest businesses.


What happens before, during, and after your microcredential

  • Before learning

    You’ll join the Product Marketing Alliance Slack community, where you’ll meet 1000s of product marketers from all over the globe and ask questions, have discussions, and make product marketing contacts.

  • Course

    From 5 Apr 2021

    Product Marketing Core 2.0

    Whether you're new to the industry or a seasoned pro, this course is everything you need to excel in product marketing.

    6 weeks

    4 hours per week

  • After learning

    After completing both microcredentials, you’ll receive your PMMC certification. You’ll also have ongoing access to the Slack community and alumni channel as well as free resources from PMA, including exclusive podcasts, blogs, reports, and live broadcasts.

What is a microcredential?

Microcredentials are designed to upskill you for work in rapidly-growing industries, without the time and cost commitment of a full degree. Your microcredential can stand alone as an independent credential, and some also offer academic credit to use towards a degree.

Learn online with expert instructors

Complete online courses led by experts over multiple weeks with a dedicated group of professionals.

Complete project-based assessments

Test your understanding with online tutor-marked assessments and exercises.

Earn a professional credential

Finish your learning and pass your assessments to gain an accredited credential.

Advance further in your career

Use your microcredential as evidence of your specialised skills and progress further in your industry.

Career-focused learning by Product Marketing Alliance

Product Marketing Alliance was founded in February 2019 with a mission of uniting product marketers across the globe. And it did just that.

Since then, we’ve gathered more than 11,000 enthusiasts from the USA to Russia, Greece to Germany, England to Australia. All with one shared goal.

To drive demand, adoption and the overall success of their products.

We’re defining the product marketing landscape and enabling the leaders of tomorrow to be just that.

This microcredential is certified by The CPD Certification Service

This microcredential has been certified by the CPD Certification Service as conforming to continuing professional development principles.

This microcredential is endorsed by Institute of Product Marketing

The Institute of Product Marketing sets the standard for product marketing professionals all over the world, and they exist to support and represent all product marketing professionals.

This microcredential is endorsed by Chartered Institute of Marketing

Endorsed by the Chartered Institute of Marketing, the world’s leading professional marketing body with a global membership base, including studying and professional members and Chartered Marketers.

Delivered by experts

Bryony's the Lead Course Instructor here at PMA and in collaboration with the likes of HubSpot, Salesforce, SurveyMonkey and more, she's responsible for building and delivering all our course content.

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