{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fa41867d2-2925-4b78-b042-77c0454b33b6","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 035: A Guide to Product Marketing, with Yasmeen Turayhi\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/a41867d2-2925-4b78-b042-77c0454b33b6\"></iframe>","title":"SBP 035: A Guide to Product Marketing, with Yasmeen Turayhi","description":"<p>In this episode, we&#39;re thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books!\u00a0</p>\n<p>Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development.\u00a0</p>\n<p>Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show.\u00a0</p>\n<p>Our Guest\u00a0</p>\n<p>---------------------------\u00a0</p>\n<p>Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing &amp; consulting agency\u00a0</p>\n<p>Our Hosts\u00a0</p>\n<p>---------------------------</p>\n<p>\u00a0Follow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p>\n<p>Get in touch with our hosts:\u00a0</p>\n<p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/\u00a0</p>\n<p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060\u00a0</p>\n<p>Podcast Literature:\u00a0</p>\n<p>---------------------------\u00a0</p>\n<p>Yasmeen\u2019s Books: \u2060\u2060https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1\u2060\u2060\u00a0</p>\n<p>Patrick Campbell - Understanding Customers \u2060\u2060https://turingfest.com/blog/patrick-campbell-saas-fundamentals/\u2060\u2060\u00a0</p>\n<p>Better Brief Project - \u2060\u2060https://www.betterbriefs.com/\u2060\u2060\u00a0</p>\n<p>Yasmeen TEDx talk on Intuition - \u2060\u2060https://www.youtube.com/watch?v=2w-eYtt3oiU\u2060\u2060\u00a0</p>\n<p>How to Be an Effective Product Marketer - \u2060\u2060https://www.youtube.com/watch?v=j6v7PCpo-g\u2060\u2060\u00a0</p>\n<p>PM Course - \u2060\u2060https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked\u2060\u2060\u00a0</p>\n<p>Product Marketing Alliance - \u2060\u2060https://www.productmarketingalliance.com/\u2060\u2060\u00a0</p>\n<p>Timestamps:\u00a0</p>\n<p>---------------------------\u00a0</p>\n<p>0:44 - Intro to Yasmeen\u00a0</p>\n<p>2:18 - What is product marketing</p>\n<p>5:46 - How does the role of a product marketer differ from regular marketers\u00a0</p>\n<p>10:55 - How brand and product marketers can work together\u00a0</p>\n<p>13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle\u00a0</p>\n<p>16:02 - Why market research is so important\u00a0</p>\n<p>20:19 - Humility is a key skill for product development\u00a0</p>\n<p>22:35 - The most common mistakes product marketers make\u00a0</p>\n<p>25:34 - The importance of a community in product development\u00a0</p>\n<p>27:25 - Getting leadership buy-in with the go-to-market plan\u00a0</p>\n<p>29:45 - What happens if the baby (product) is ugly?\u00a0</p>\n<p>34:17 - Differentiation vs. Distinctiveness - what matters?\u00a0</p>\n<p>39:01 - Repositioning existing products\u00a0</p>\n<p>43:04 - How to craft a positioning statement\u00a0</p>\n<p>47:32 - How do you manage priorities when things are moving so fast?\u00a0</p>\n<p>51:54 - Post-Pod with V &amp; Marc\u00a0</p>\n<p>Where to listen</p>\n<p>\u00a0---------------------------\u00a0</p>\n<p>Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324\u00a0</p>\n<p>Spotify: \u2060\u2060https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b \u2060\u2060</p>\n<p>Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&amp;ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC\u00a0</p>\n<p>Youtube: https://www.youtube.com/@sleepingbarberpodcast\u00a0</p>\n<p><br></p>\n<p>\u00a9 2023 Sleeping Barber</p>\n<p><br></p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/66297f81-37b2-42d3-b729-f6faba8a4dc4/21697713-1691034321224-e4c81ff02dcb.jpg"}