How to Rethink Product Marketing

What determines the difference between a strong product’s success or failure? This product marketing workshop sets the stage for the most foundational work required to market a winning tech product — product marketing.

This workshop is for leaders or practitioners in product or marketing who want to learn best practices in product marketing, go-to-market strategy, messaging and agile marketing. It brings to life the key concepts taught in the book LOVED: How to Rethink Marketing for Tech Products. 

“What you want most from marketing – a bigger pipeline, a loved brand – isn’t just about doing more marketing, it’s about doing better product marketing.”

Martina Lauchengco, SVPG Partner and author of LOVED

Upcoming Product Marketing Workshops

LOVED: Product Marketing Workshop

Online - Apr 2-Apr 4 (9am-12pm PDT) / SVPG Partner - Martina Lauchengco


We will cover in-depth examples and product marketing best practices using exercises that let attendees practice the key concepts themselves including:

  • The Product Marketing Role. The four fundamentals of product marketing. Best practices for how to interface between product, marketing and sales.

  • Product’s Go-to-Market Strategy. What this looks like when done well and the introduction of the one-sheet PGTM canvas as a tool to drive alignment across product and GTM teams.

  • Shaping Perception and Messaging. How to make messaging more authentic and customer-centric, and its role in a product’s positioning. The one-sheet messaging canvas tool is introduced.

  • Agile Marketing. How to use a release scale, run agile marketing, measure marketing, and learn from best-in-class examples of others.

LOVED is taught by Martina Lauchengco, author of LOVED: How to Rethink Marketing for Tech Products.

This is a dynamic, interactive product marketing workshop where you engage with peers on the fundamentals of product marketing and put the one-sheet canvas frameworks taught in the workshop and the book LOVED to work.

Please contact with any questions.

explore other workshops

INSPIRED: Product Management Workshop

Intended for product managers who want to learn essential product best practices. Topics focus on working in empowered product teams and product discovery.

public workshop

learn more

EMPOWERED: Product Leadership Workshop

Intended for product, engineering, and design leaders and managers responsible for creating product organizations with empowered product teams. Topics focus on coaching, product vision, team topology, product strategy, and team objectives.

public workshop

learn more

TRANSFORMED: Moving to the Product Model

Designed for anyone trying to learn about the product operating model, from the senior executives and company stakeholders to the product leaders and the members of the product teams. This workshop explains what it means to transform to the product operating model, and covers the critical new competencies and concepts required for a successful transformation.

public workshop

learn more

Intended for companies serious about transforming how they do product development. Private engagements combine INSPIRED and EMPOWERED into an interactive workshop customized for your product organization.

private workshop