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Become great at product marketing

This certification training program will help you

  • Build strategic skills across positioning, messaging, sales enablement, persona research, pricing and more
  • Develop a winning go-to-market strategy at any stage of growth
  • Confidently drive adoption and engagement post-sale

Program duration: 30+ hours

Program level: intermediate

Program designed by
Daniel J. Murphy

VP of Marketing @ Privy
former Director of Product Marketing at Privy and Drift

Explore syllabus   See plans and pricing

Some of the companies that train their teams at CXL:

Master the strategies, practical skills, and mindset you need to advance your product and your career

No marketing function is more critical right now than product marketing. You own the perception, success and growth of every product.


The Product Marketing Minidegree is a training program that teaches you how to advance across all core product marketing disciplines. You will learn how to lead effective go-to-market (GTM) launches, bring teams together, and become a growth driver for your company. No matter the industry or size.

What is a Minidegree program?

A Minidegree is a curation of self-paced video courses organized by topics (tracks), so you can learn at a speed that suits your schedule. With optional assignments to apply what you learned.

After taking the Product Marketing Minidegree, you’ll be able to:

  • Analyze and champion the voice of the customer to improve your customer experience
  • Hit your pipeline, adoption, and revenue goals faster with a strong go-to-market strategy and launch execution plan
  • Craft product messaging that resonates with your buyers’ needs — and measure its impact
  • Identify growth opportunities to help win market share and wow your CEO
  • Develop a pricing and packaging strategy that increases revenue and engagement 
  • Successfully drive alignment (and excitement!) across the company — without conflict

and get a Product Marketing Certification by CXL you can show off.

Learn from the top 1%

No generalists. No theory peddlers. And no ‘call for speakers’. Only leading practitioners who are doing the work, day in, day out.

Your Product Marketing Minidegree instructors were handpicked and carefully vetted by a collective of the world’s best product marketers coordinated by Daniel J. Murphy, VP of Marketing at Privy and former Director of Product Marketing at Privy and Drift.

Maya Shah-Ceccotti

Senior Product Marketing Manager @ ScreenCloud

Maya is a B2B SaaS product marketer with nearly a decade of progressive impact in high-growth environments. She’s taken products from incubation to scale, and enabled growth from SMB to enterprise. She brings a human-first perspective to her work, as well as an emphasis on community investment and mentorship.





Maya is a B2B SaaS product marketer with nearly a decade of progressive impact in high-growth environments. She’s taken products from incubation to scale, and enabled growth from SMB to enterprise. She brings a human-first perspective to her work, as well as an emphasis on community investment and mentorship.

Maya is currently establishing product marketing at ScreenCloud Digital Signage, helping businesses build connections with their employees and customers at scale.

April Rassa

VP, Product Marketing @ HackerOne

April is the Head of Product Marketing at HackerOne. She’s responsible for all aspects of go-to-market efforts, including market segmentation, messaging and positioning, competitive differentiation, content creation, field enablement, and analyst relations.





April is the Head of Product Marketing at HackerOne. She’s responsible for all aspects of go-to-market efforts, including market segmentation, messaging and positioning, competitive differentiation, content creation, field enablement, and analyst relations.

She’s an advisor to many SaaS, consumer, and enterprise companies and led four startups (Progressly, WePay, Peakstream, and FineGround Networks) to successful exits to Box, JP Morgan Chase, Google, and Cisco, respectively. Her specialties include product marketing, business strategy, pricing, and business development (investments and partnerships).

Morgan Molnar

Director of Product Marketing @ Momentive

Morgan leads product marketing for the global insights business at Momentive (formerly SurveyMonkey). She began her career at Nielsen, consulting for Procter & Gamble on marketing insights.





Morgan leads product marketing for the global insights business at Momentive (formerly SurveyMonkey). She began her career at Nielsen, consulting for Procter & Gamble on marketing insights. After various B2C & B2B research consulting roles, she discovered a passion for building innovative research technology and bringing new solutions to market.

At Momentive, she was the first product marketer on their insights business, and has since built out the function and grown the business from a single survey panel product to a portfolio of 22 global software solutions that span market, product, and brand insights. Morgan lives in Redwood City, CA with her husband, Alex, and golden retriever, Penny.

Taylor S. Engstrom

Product Marketing Manager @ Auctane/ShipStation

Taylor Engstrom is a product marketer and entrepreneur. Today he leads global product marketing at ShipStation (A portfolio company of Auctane) in charge of developing product-market fit in international markets and evangelizing the ShipStation brand and product for thousands of ecommerce merchants.





Taylor Engstrom is a product marketer and entrepreneur. Today he leads global product marketing at ShipStation (A portfolio company of Auctane) in charge of developing product-market fit in international markets and evangelizing the ShipStation brand and product for thousands of ecommerce merchants.

Previously he has led marketing departments for several early stage Software-as-a-Service (SaaS) startups across GovTech (Government Technology) MarTech (Marketing Technology) and more. He helped launch the first ever Government Relationship Manager, GRM ™, a CRM for local and state governments, and built a strategic alliances and partner marketing program from scratch for a major privately-held home improvement technology company before they were acquired by a public lead generation company.

Patrick Campbell

CEO @ ProfitWell

Patrick Campbell is the CEO of ProfitWell (formerly Price Intelligently), the software for helping subscription companies with their monetization and retention strategies. ProfitWell also provides free turnkey subscription financial metrics for over eight thousand companies





Patrick Campbell is the CEO of ProfitWell (formerly Price Intelligently), the software for helping subscription companies with their monetization and retention strategies. ProfitWell also provides free turnkey subscription financial metrics for over eight thousand companies. Prior to ProfitWell, Patrick lead Strategic Initiatives for Boston based Gemvara and was an Economist at Google and the US Intelligence community.

Leo Castro

Founder of Decisive Moment Marketing

Leo Castro has deep experience in building and leading product marketing teams, especially at high-growth SaaS companies. He has directly led product marketing teams, in Head/VP of product marketing roles, and as part of a bigger marketing team, in CMO roles.





Leo Castro has deep experience in building and leading product marketing teams, especially at high-growth SaaS companies. He has directly led product marketing teams, in Head/VP of product marketing roles, and as part of a bigger marketing team, in CMO roles.

He has successfully developed the careers of product marketers, many of whom now run their own product marketing organizations.

Daniel J. Murphy

VP of Marketing @ Privy
former Director of Product Marketing at Privy and Drift

Daniel J. Murphy is a startup marketing leader with 8 years of experience helping SaaS startups grow. He is currently leading marketing at Privy.com – the #1 reviewed sales app in the Shopify App Store and one of the fastest growing companies in the U.S





Daniel J. Murphy is a startup marketing leader with 8 years of experience helping SaaS startups grow. He is currently leading marketing at Privy.com – the #1 reviewed sales app in the Shopify App Store and one of the fastest growing companies in the U.S (named on Inc’s 5000 list three years in a row).

Before Privy, he led product marketing at Drift.

Stephen Kane

Product Marketing Director @ Vanguard

Stephen Kane is a Director of Product Marketing at Vanguard, one of the most trusted and loved brands in investment and wealth management. He has extensive experience establishing functional vision and game-changing, data-driven marketing strategies as well as building Product Marketing teams across B2B and B2C from the ground up.

Mathew Kudzanayi Sedze

Senior Product Marketing Manager @ HubSpot

I have been a product marketing manager for the past 6 years and have worked at Facebook, TikTok and HubSpot. Throughout my career, I have worked with tens of product managers at launched some of the most exciting products for B2B customers and driven millions of dollars of revenue by taking a thoughtful approach to working with product teams.

Maureen Todaro

Independent Consultant

Maureen Todaro is a proven communications leader with expertise in analyst relations, customer marketing, and public and investor relations. In 2006 Maureen launched MSDM Communications and Marketing, a consulting business, which helps companies establish and grow analyst relations and customer marketing programs, including long-term partnerships with Nuance, Genpact, Jive (IPO’d), Twilio (IPO’d) and currently at InVision.





Maureen Todaro is a proven communications leader with expertise in analyst relations, customer marketing, and public and investor relations. In 2006 Maureen launched MSDM Communications and Marketing, a consulting business, which helps companies establish and grow analyst relations and customer marketing programs, including long-term partnerships with Nuance, Genpact, Jive (IPO’d), Twilio (IPO’d) and currently at InVision.

Prior to this, Maureen served as vice president of corporate communications for Viisage (now IDEMIA), was a customer advocate at ATG (now Oracle), acquired her MBA from Simmons University, and worked at Harvard University in their main development office.

Andy McCotter-Bicknell

Senior Product Marketing Manager @ ZoomInfo

The creator and owner of ZoomInfo’s competitive intelligence program. ZoomInfo is the world’s leading go-to-market engine — ranking #1 in 27 G2 grids as of Summer ’21.





The creator and owner of ZoomInfo’s competitive intelligence program. ZoomInfo is the world’s leading go-to-market engine — ranking #1 in 27 G2 grids as of Summer ’21.

Competitive intelligence has the power to influence every aspect of a company. His competitive intelligence program has contributed to six acquisitions and dozens of seven-figure deals.

Derek Gleason

Content Lead @ Shopify

Derek is Content Lead for Shopify. He’s responsible for publishing about 90 long-form posts per year on data-driven marketing, while also maintaining and improving a library of nearly 700 posts.





Derek is Content Lead for Shopify. He’s responsible for publishing about 90 long-form posts per year on data-driven marketing, while also maintaining and improving a library of nearly 700 posts.

Prior to joining Shopify, nearly four years were spent at a digital marketing agency, delivering content marketing strategies and managing SEO for organizations like Land O’Lakes, Twitter, and Virginia Tech.

Justin Topliff

Senior Product Marketing Manager @ Highspot

Justin is a product marketer specializing in venture backed expansion- and growth-stage tech companies. He has a decade of experience in product marketing, marketing and operations from a background spanning tech, venture capital and management consulting.





Justin is a product marketer specializing in venture backed expansion- and growth-stage tech companies. He has a decade of experience in product marketing, marketing and operations from a background spanning tech, venture capital and management consulting.

Currently, he leads the market & competitive intelligence function at Highspot, Seattle’s newest $2.3B unicorn and the leading sales enablement platform.

Ben Labay

Managing Director @ Speero

Ben is Speero’s Managing Director. He combines years of academic and statistics training with customer experience and UX knowledge to help scope and run conversion research programs for companies around the world.





Ben is Speero’s Managing Director. He combines years of academic and statistics training with customer experience and UX knowledge to help scope and run conversion research programs for companies around the world.

Kyle Bastien

Director, Business Value @ Drift, Inc

Kyle leads the Business Value practice at Drift, the category leader in Conversational marketing and Sales. He’s built and lead customer success teams at Intuit and Sales Enablement teams at Drift.





Kyle leads the Business Value practice at Drift, the category leader in Conversational marketing and Sales. He’s built and lead customer success teams at Intuit and Sales Enablement teams at Drift.

Over the past year, Kyle has been focused on launching a revolutionary AI-based product, and in that time has worked closely with sales, product marketing and customer success to bring this solution to market.

Osman Javed

Head of Product Marketing @ Cresta Intelligence

enterprise startups. Osman started his career in technology consulting, and after a brief stint in product management, found a passion for product marketing and all things go-to-market.





For the past decade, Osman Javed has been building and scaling product marketing strategies for high-growth enterprise startups. Osman started his career in technology consulting, and after a brief stint in product management, found a passion for product marketing and all things go-to-market.

Osman Javed is currently responsible for Product Marketing at Cresta and previously built Product Marketing functions at Tanium and Zuora.

Jordan Greene

Senior Director of Product Marketing @ Outreach

Jordan was the first marketing director at Outreach and leads the go-to-market product marketing team. He’s helped grow Outreach from an early-stage startup to a $4.4B sales software company, including building a community of raving customer advocates of over 100k.





Jordan was the first marketing director at Outreach and leads the go-to-market product marketing team. He’s helped grow Outreach from an early-stage startup to a $4.4B sales software company, including building a community of raving customer advocates of over 100k.

He has 10+ years of experience in B2B tech product marketing in growth companies.

30+ hours of product marketing training.

Self-paced videos & study material — designed to make you an elite product marketer

3 cumulative tracks. 16 practitioners. 30+ hours of practical, no-fluff lessons teaching you what the market needs right now.

Learn at a speed that best suits your schedule. Earn a product marketing certification at the end.

1 Intelligence and strategy

Your brand positioning is the secret superpower that, if done correctly, can change the way the world thinks about a problem, a technology, or even an entire market. Effective positioning distinguishes your offerings from the competition and helps customers understand your unique value.

Understand the ‘assembly instructions’ of your buyer, product, the right messaging, and market.

At the end of this track you will be able to execute go-to-market motions with precision and excellence.

Introduction to product marketing

Introduction to product marketing

Learn the fundamentals of product marketing, tools, and metrics you need to succeed as a product marketer.

Whether you’re a new or seasoned product marketer, by the end of this course you’ll have all the knowledge, tools, and a richer understanding of the product marketing function to take your career to the next level.

Positioning and company storytelling

Positioning and company storytelling

Learn how to be an effective Marketing professional by understanding how to tell your brand story in a way that drives business growth.

In this course, author, product marketing leader, April Rassa shows how to create powerful and effective messaging and positioning for B2B products and services.

Messaging

Messaging

Get better-fit customers through your pipeline, faster. Make an Impact with messaging that matters.

This course will give you the in-depth knowledge and step-by-step guidance to confidently develop relevant, credible and engaging messaging that gets better-fit customers through your pipeline, faster.

Voice of Customer data

Voice of Customer data

Learn how to become truly customer-centric.

Learn how to be truly customer-centric, and drive growth with understanding how your customers feel.

user surveys | survey data processing | personas

Competitive intel & market research

Competitive intel & market research

Learn how to build a world-class competitive intelligence program – regardless of your company’s size or resources.

Learn how to build a world-class competitive intelligence program – regardless of your company’s size or resources.

Segmentation and persona research

Segmentation and persona research

Learn how to build buyer personas and segments that drive winning go-to-market strategies.

Learn how to quickly and precisely gather customer and buyer insights that will transform the way you speak to your buyers.

Pricing and packaging

Pricing and packaging

Learn how to solve the important question of pricing with value-based pricing and different pricing research methods.

Demystify pricing and giving you the tools you need to get your pricing and packaging right.

2 Functions

Learn how to collect the right market insights to improve and refine all aspects of product marketing, including the product roadmap, connecting with target buyers, pricing, channel programs, promotion, competitive positioning, and sales & marketing alignment.

At the end of this track you will know how to effectively tell your product’s story in your market and how to build a strong go-to-market strategy and execution plan—from goal setting to product naming to effective launch messaging to sales enablement to marketing launch plans—so you can hit your pipeline, adoption, and revenue goals faster.

Product launches

Product launches

Lead impactful product launches that disrupt the market and grow your business

Learn the tools and methods that are necessary for a successful product or feature launch.

Content marketing research

Content marketing research

Learn a research framework that generates a sustainable source of data-backed ideas.

Learn a research framework that generates a sustainable source of data-backed ideas.

content research | content dashboards | content organization

Product marketing content

Product marketing content

Build your brand’s reputation and engage audiences throughout the buying journey through product marketing content.

Learn product marketing’s role in content development and ownership, and build an arsenal of methods to bring your content to life.

Customer storytelling and proof

Customer storytelling and proof

Practical techniques for product marketers to understand and leverage customers to fuel better storytelling.

This course will help you break through the barrier and build systems to maintain your customer obsession and develop raving fans to power your storytelling.

Analyst relations

Analyst relations

Learn to leverage strategic analyst relations to accelerate your product marketing program and goals.

Identify the right analysts and firms that will help your product marketing program, and how get the maximum value out of these market influencers, both internally and externally.

3 Working with other teams

Learn how to become a high-performing team member. Product marketers cannot operate in silos, they have to be able to collaborate efficiently with the product, sales, customer success and leadership teams.

At the end of this track you will know how to integrate across the business to have the standing required to really drive change inside and outside your company.

Partner marketing

Partner marketing

Turbocharge Your Marketing Output with Partner Marketing

Learn how to build, develop and run a successful partner marketing function and give your lead generation efforts a huge boost.

Working with the product team

Working with the product team

Coming in November

Take your ways of working from intermediate to advanced by learning what it takes to take the relationship between PM and PMM from being tactical to strategic.

Sales and customer success enablement

Sales and customer success enablement

Drive repeatable results with sales and customer success enablement.

Learn exactly how to connect sales and customer success strategy to execute effective field techniques.

Hiring product marketers

Hiring product marketers

Construct high-performing product marketing teams.

Learn how to build a product marketing team based on your company’s objectives, so you can help the company succeed and win more customers.

4 Final exam – Product marketing

Final exam - Product Marketing

Final exam – Product Marketing

Complete all the courses and take the final exam to earn your product marketing certificate.

About
Daniel J. Murphy

Daniel J. Murphy is a startup marketing leader with 8 years of experience helping SaaS startups grow. He is currently leading marketing at Privy.com – the #1 reviewed sales app in the Shopify App Store and one of the fastest growing companies in the U.S (named on Inc’s 5000 list three years in a row).

Before Privy, he led product marketing at Drift.

I’ve found that often training authored by a single source is too subjective and limited in scope. Especially true for anything on product marketing. I’m proud of this Minidegree because we put together experts in each topic of product marketing. They all contributed. They all have a special talent in the area they teach. It’s a super team of product marketers.

Sample Lesson: Pricing and Packaging – Patrick Campbell, CEO & Founder at Profitwell

The Product Marketing Minidegree is perfect for you if

  • You already work in a product marketing role at a SaaS, B2B, or B2C company and want to develop advanced skills;
  • You have many years of product marketing experience and are looking for improved approaches, direction and strategies;
  • You’re a marketer in a different field and you want to switch to a career in Product Marketing.

This is not “product marketing 101”. It’s an advanced training program that will give you the tools to be exceptional at your job, whether you’re at a startup or enterprise.

How long does it take to complete this Minidegree?

This is entirely up to you, depends on how many hours per week you can put in.

If you have 2-4 hrs/week available for learning, it might take you around 3 months. If you can do 10-15 hrs/week, you can knock it out in 1 month.

Get buy-in from your boss with a detailed PDF of the Product Marketing Minidegree syllabus.

Product Marketing Minidegree Syllabus Preview
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Show off your hard-earned skills and strengthen your profile

LinkedIn found that people who add credentials to their profile receive 6x more profile views than those who don’t.

Add your certificates to your profile, share your accomplishments with the world, and join our alumni network.

How does our program stack up against the competition?

We don’t just scratch the surface. CXL is where people go to build advanced skills and transform their careers, not take an intro course to “get started” in a new field.

Our programs go deep, and completing them requires a lot of effort, unlike most product marketing certifications. Take a look at our comparison between programs below.

Certification NameCourse quantityLesson quantityProgram lengthPricing
CXL Product Marketing Minidegree1610430+ hours$899
Product Marketing Alliance
Product Marketing Certification
116410+ hours$1,299
Pragmatic Marketing
(includes 4 different programs, Market, Foundations, Launch, Price)
16
(4/program)
5428 hours (7h/program)$4,780 ($1195/program
Pricing and contents as of 10/27/2021

Enroll in the Product Marketing Minidegree now and get

  • Over 30 hours of content from hand-picked and vetted experts;
  • Dozens of time-saving resources;
  • Reduced seat price for any team members you’d like to add;
  • Access to the CXL community where you can ask questions and network with peers.

The CXL guarantee

  • Guaranteed return on time spent or your money back;
  • You can immediately apply learnings and improve your results.
See plans and pricing or Request demo (for teams 5+)