SBP 035: A Guide to Product Marketing, with Yasmeen Turayhi

In this episode, we'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!  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.  Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show.  Our Guest  ---------------------------  Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency  Our Hosts  ---------------------------  Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts:  Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/  Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠  Podcast Literature:  ---------------------------  Yasmeen’s Books: ⁠⁠https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1⁠⁠  Patrick Campbell - Understanding Customers ⁠⁠https://turingfest.com/blog/patrick-campbell-saas-fundamentals/⁠⁠  Better Brief Project - ⁠⁠https://www.betterbriefs.com/⁠⁠  Yasmeen TEDx talk on Intuition - ⁠⁠https://www.youtube.com/watch?v=2w-eYtt3oiU⁠⁠  How to Be an Effective Product Marketer - ⁠⁠https://www.youtube.com/watch?v=j6v7PCpo-g⁠⁠  PM Course - ⁠⁠https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked⁠⁠  Product Marketing Alliance - ⁠⁠https://www.productmarketingalliance.com/⁠⁠  Timestamps:  ---------------------------  0:44 - Intro to Yasmeen  2:18 - What is product marketing 5:46 - How does the role of a product marketer differ from regular marketers  10:55 - How brand and product marketers can work together  13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle  16:02 - Why market research is so important  20:19 - Humility is a key skill for product development  22:35 - The most common mistakes product marketers make  25:34 - The importance of a community in product development  27:25 - Getting leadership buy-in with the go-to-market plan  29:45 - What happens if the baby (product) is ugly?  34:17 - Differentiation vs. Distinctiveness - what matters?  39:01 - Repositioning existing products  43:04 - How to craft a positioning statement  47:32 - How do you manage priorities when things are moving so fast?  51:54 - Post-Pod with V & Marc  Where to listen  ---------------------------  Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324  Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC  Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2023 Sleeping Barber