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Kickstart or Elevate Your Product Marketing Career in 7 Weeks

Transition from your current job and build an exciting career as a Product Marketer

Apply Now

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💡This Application Takes Less Than 3 Mins.

Mentored by

Siddhartha Kathpalia

US Marketing Head at VWO
India Ambassador -
Product Marketing Alliance

Worked with:

Application deadline

Feb 12, 2024

Cohort start date

12 Jan, 2025

Past Students from Top Brands like

Tools you will learn

Wordpress

Jira

Wynter

Salesforce

Google Ads

Trello

And many more ...

This program is for you if you are a...

Brand Marketers

Performance Marketers

Digital Marketers and aspiring DMs

Founders or management leaders

Current Product Marketers

Students

What is Product Marketing:

Product Marketing is the function at a technology company that generates demand and helps convert that demand to drive revenue through product(s) adoption. This is done by focusing on three key areas - Product Building, Demand Generation, and Revenue Realization.

But why should you get into Product Marketing?

Higher salaries:
Owing to the nature and complexity of the product marketing function, companies are willing to pay higher salaries for skilled product marketers who are few and far.

Latest Field:
India now has 100+ Unicorns, almost a year sooner than anticipated. The product space is booming in the nation which implies very high demand for product marketers as well.

Wide Exposure:
No two days are alike for a product marketer. You get to work with several teams such as Product, Sales and Marketing helping shape your organization's overall function & steer it forward.

Role Customizability:
You can shape the job role the way you want depending on the product and the organization you’re working with.

Global Exposure:
Product Marketing gets you international exposure and opens up opportunities to work for international companies as well.

Testimonials

What managers and colleagues have to say about Siddhartha

Anisha Tandon

Senior Manager

"The recruiter suite of Naukri.com was facing an adoption challenge. Even consumers who knew about the products and their features showed low adoption. To drive increased feature usage, Siddhartha and I took the route of gamification where the products in the suite were represented as superheroes, and their features were their superpowers. The game saw a participation by 80% of the Naukri.com recruiter (B2B) database and led to an increase in adoption of the new products and features by 20%."

Sathyajith V

Product Manager

"We together identified an in-product action that had a direct co-relation with customer conversion. We charted out an automated, dynamic, multi-channel communication framework that would help improve product usage of free trialers, thus converting them into product qualified leads (PQLS)."

Aparna Chugh

Senior Manager

"Siddhartha and I collaborated on a Star Wars May the 4th campaign to drive adoption of the new version of Freshdesk. The campaign led to an increase in adoption by 60%. This increase in adoption in 4 days was equivalent to that in the previous 3 months. One of my best and most fun Product Marketing campaigns."

Soumendu Ganguly

Chief Product Officer

"As a Product Marketer in my team, Siddhartha was solely responsible for Shiksha.com's B2B remarketing product. In this role, Siddhartha took charge of sales training and enablement, product operations, execution, and reporting. He also used to work closely with the development teams for product enhancement and maintenance, leading to end-to-end ownership."

What past students have to say about Siddhartha

Maitreya Dimri

Marketing Strategist

"I spoke to Siddhartha a couple of times and also attended his session on product marketing. In the session, he provided deep insights and guidance that helped me not only crack my Product Marketing interviews but also helped me in my day-to-day role as well."

Vikash Koushik

Sr. PMM

"Whether you’re testing the waters in Product Marketing or have few years of prior experience, Siddhartha’s Product Marketing sessions are ideal for you to build mental models around how you can think through and level-up in your PMM journey. He’s also a very helpful person which makes his sessions all the more genuine."

Boris Joseph

Senior Manager

"I took the Product Marketing Familiarization session taught by Siddhartha while transitioning between jobs. This session was very enriching in defining and building a perspective of growth levers that can be hacked to improve product adoption and how you interface with all the cross functional teams with a launch/roll out.
‍
The session helped me clear my interview for Consumer + Product Marketing role with a Singapore based Fintech company and he's been a helpful guide ever since with any query that's popped up in my day-to-day work. I highly recommend the course to anyone who's looking to transition into Product Marketing roles."

Here’s what you’ll learn in the program

Week 0

Kickoff Week

What you'll be learning

Learn exactly how to make the most out of this program.
Get to know the peers you are learning with through ice-breaker sessions.
Interact in the community and make friends to learn with for the next 6 weeks and beyond.

Projects you will be doing

Build your Elevator Pitch - practice the “tell me about yourself” interview question with 3 peers
Try two versions - 2 mins long and 5 mins long
Identify your Dream Product

Week 1

Product Market Familiarization

What you will be learning

First principles of Product Marketing
History of Product Marketing
Introducing the Product Marketing Loop
How Product Marketing is different than Product Management, Growth Marketing, and Brand Marketing
Product Marketing team structure
Revealing a secret - the quickest way into Product Marketing

Projects you will be doing

Thought assignment - "If You Were A Product"
Finding what’s your market and audience are?
How do you position yourself?
What does your Sales Collateral look like?
What’s your GTM strategy?

Week 2

Product Marketing Metrics

What you will be learning

Learn what Product, Marketing, and Sales teams measure
The North Star Metric - true organization alignment
Critical differences between MQLs, SQLs, and PQLs
Choosing which metrics to own

Projects you will be doing

Study the metrics at your organization
Benchmark the metrics against 3 people from the cohort and/or the industry average
Assign a satisfaction score to create a goal

Week 3

Product Building - Nailing the Product

What you will be learning

Defining your ICP or Target Market based on stage
Measuring WTP (Pricing) and Market Size
Positioning vs Product Market Fit
Tools of the trade - Market research, competitor benchmarking and intelligence
Clearly differentiating Buyers from Users and Features from Platforms
Drafting the perfect PRD
Case Study - SCAN (Shiksha Custom Audience Network)

Projects you will be doing

Define your ICP, identify competition, and benchmark them
Customer or prospect interviews to identify WTP
Build a retroactive PRD

Week 4

Demand Generation - Marketing like a boss

What you will be learning

CCEBT framework for effective GTM
Translating the Positioning into effective messaging
Storytelling frameworks and applying it to yourself
Inbound vs Outbound marketing
Segmentation and Targeting
Personas
Feature Adoption
Case Study - Freshdesk Star Wars Campaign

Projects you will be doing

Product marketing writing and peer reviewing
Building GTMs using the CCEBT framework

Week 5

Revenue Realisation - Making the cash flow in

What you will be learning

The importance of Sales training
Applying the MECE framework to various types Collaterals
Communication assistance
Win-Loss Analysis
Pricing indicators
Competitor intelligence
Case Study - Sales enablement at VWO

Projects you will be doing

Building multiple Sales Collaterals - 1 pager, 2 pager, competitor comparison, and plan datasheet
Conducting win-loss analysis

Week 6

Acing the game

What you will be learning

Voice of Customer
Writing effective Case studies and collecting them
Dogfooding
Internal Marketing
Execution and program management using the ICE framework
Content writing, reviewing, designing, and development
Learning Survival Skills - Content Marketing, Performance Marketing, Data Analytics
Tools - Salesforce, Wynter/User Testing, Jira/Trello, WordPress, Google Ads, LinkedIn
Case study - Using Moment Marketing to capture case studies

Projects you will be doing

Writing a case study using Voice of Customer
Identifying potential moments
Data analytics Progress

bonus Week

Bird’s eye view on the Life of a Product Marketer

What you will be learning

Typical day of a product marketer
Becoming a product marketer and excelling as one
Product marketing career paths
Growth hacking with Audits
Product marketers in India
CV checklist
Cracking interviews

Projects you will be doing

Measuring Progress with the Thought Assignment

Learn and Navigate through the future - Use AI to your advantage

Exclusive Module on Leveraging AI & ChatGPT as a product marketing

Personalized ad creatives: Resonate with your TG and maximize engagement.
Sentiment analysis & social listening: Monitor brand reputation & get actionable insights.
A/B testing & multivariate experiments: Rapidly iterate and optimize campaign elements.
Content optimization: Optimize Keywords and content strategy for better organic reach.
Boost productivity: Learn the art of prompt engineering and get mundane tasks done.
Future-proofing: Master AI and ChatGPT to stay competitive and advance as a marketer.

What our Happy Learners are saying..

How does the program work?

Weekly Live Q&A Sessions

All the peers come together for the sessions, live, along with the mentor! As we go through the content, we clear doubts immediately.

Weekly Masterclasses by Industry Experts

Why just learn from me, when you can learn from my peers and other mentors too? I invite the best Product Marketers in India and the world, do get a truly holistic picture.

On-Demand Video Track

Once we go through the material together, you can always revisit any segment on your own as well using the on-demand video track.

A community for Lifetime

You learn and grow best when you are surrounded by like-minded people!

You will be part of a community where you can network, share opportunities, and build relations.

8 Jamming & Networking Sessions

Learning alone online can be boring & difficult. So, this program is structured in a different model:
‍
Learn - Ask Questions - Discuss - Apply

Every week, there will be a live session for you to discuss and share ideas with your peers. Jam on different problem statements so that you can meet people and learn together.

Meet the Program Director

Siddhartha Kathpalia

US Marketing Head, VWO,
India Ambassador - Product Marketing Alliance,
Ex: Freshworks, Sulekha.com, Shikhsha.com, Jindal Stainless Ltd.

I am Siddhartha, a mechanical engineer turned Product Marketer turned Marketing Head. Wait, this transition was not simple or straightforward!

I began my career with Jindal Stainless Ltd. as a mechanical engineer. There, I realized I wanted to shift from the old-school manufacturing sector to the new-age services sector. I decided to exit the manufacturing world and enter the marketing industry.

I pursued my master's from MICA, joined Shiksha(.)com right when the digital marketing space was booming in India. I went on to work at Sulekha(.)com, and where I also doubled up as a Product Manager.
‍
I was handling Performance Marketing budgets in crores at these organizations.

I noticed the next big space in India was tech products (B2B SaaS to be specific). Fast forward, I found a Marketing Operations opportunity at Freshworks, and I grabbed it.
‍
At Freshworks, I successfully executed my first product marketing project and which got me a podium finish at the coveted Freshworks Hackathon. This opened up the path for me to becoming a Product Marketer at VWO. Here, my successes with Product Marketing and Content Marketing got me promoted to Marketing Head for North America, and I couldn’t be happier or prouder!
‍
When product marketing aspirants started reaching out to me in 2020, I realized there was a severe lack of knowledge about this domain. So far, I have mentored 200+ students over the last two years, which has given me an insight into knowledge gaps out there and a peek into what learning gaps exist for aspirants. I have also been able to help many students successfully transition into product marketing roles.
‍

Past Guest sessions by

Sai Ganesh

Brand Head

Pavika Singh

AGM - Growth Marketing

Shubhankar Gupta

Product & Growth

Aashna Vasa

Sr. Marketing Manager

Nikhil Muralitharan

Product Marketing Leader

Stacy Schulist

CMO - Schulist Advisory Services

Ethan Annis

Staff Product Marketing Manager

Maureen West

Sr. Director - Product Marketing

Ali Good

Global Head of Strategy - Quizizzz Inc.

Erica Foster

Product Marketing Consultant

Aashima Praveen

Global Product Marketing Lead

Here’s how life changes when you shift to the Product Marketing Domain…

In Agencies, Service Marketing, Performance Marketing, Content marketing & others:

Old-school fields
Plateaued growth

In the Product Marketing Domain

New-age field
Vast learning because of wide exposure
High growth rate
Career satisfaction and happiness
Solid command over language

By the end of the program you’ll
have a clear roadmap on how to:

Understand what is product marketing and carry their skills

Transition your career from a boring job to exciting career in product marketing

Formalize the product marketing function in your organization

Discover a career path in product marketing & grow exponentially

Upskill, and upscale your career in product marketing

How it works?

Application Process

Fill out the application form to apply for the Product Marketing Program.

Application Review

Experts review each application selecting only the people who are aligned with our goal and values.

Selection

Selected candidates will receive an email with the next steps.

Program Kick-off & Onboarding

Welcome to the 6-week madness, to learn, build relations, and hit your goals.

Network

Meet & network with others on the same career path and financial freedom as you.

Celebrate your success with the community.

Program Details

Ready to Join?

More than 100 people have already applied for the program. So make sure you apply now!
‍
FYI: We go through every application very carefully and handpick each cohort member so make sure you fill in the right (and most detailed) information so that we can get to know you better via the form.

Apply Now

What you’ll get...

Access to a powerful community of Product Marketing Enthusiasts and people from top brands.

One year access to the pre-reads, curriculum, and training material.

Exclusive passes to physical events and meetups in the community.

Opportunity to connect with a powerful community who have fueled the growth of multiple million-dollar product startups.

Before you ask!

Yes! You will be certified for this program submission of your assignment.

Upskill your Team;
Upscale your Business

Get the Top 1% Mentors to train your team!

Invest in the skills & knowledge of your team and unlock new levels of efficiency and innovation where business growth is not just a goal, but an ongoing journey.

Why learn with GrowthSchool?

On-Demand video content

Project driven approach to achieve outcomes

Access to network of 1000+ learners

Office hours with Mentors for clearing blockers

Brands that we have worked with

Upskill your Team

Individuals can enroll in Groups to avail Huge Discounts

Save up to 15% on
Program fees

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FAQs: Here’s everything you may ask...

What is this program about?

This program will help you kickstart or scale up your Product Marketing journey.
‍
It will help you get a better understanding of Product Marketing, important skills involved in product marketing, demand generation, and more for product-based organizations.

Why should I take this program now?

The product Marketing domain is growing at a faster pace than we can comprehend. The best time to get into Product Marketing was a 5-years back and the next best time is NOW! Working in Marketing is thrilling but working in Product Marketing is even more exciting.

Are there any prerequisites for this program?

This program does not have any formal prerequisites.

With that said, you will have the best results in the program if you can devote the time and energy needed to develop your product marketing acumen and systems.

The live calls and material provide a step-by-step roadmap to building your career in the Product marketing domain. The more aligned you are with that goal, the better.

What if I can’t make the live sessions?

GrowthSchool Product Marketing Intensive Program is designed to work with your schedule. We strongly encourage you to attend the live kickoff call.

We also encourage you to attend the other live calls, but it’s not a problem if you can’t. The main thing you’ll miss is the “breakout rooms”, where fellow product marketers give feedback & discuss in small Zoom groups.

Otherwise, you’re able to watch the session recordings and participate in discussions and feedback on the community forum.

How much access do I get to Siddhartha?

We can’t promise that he will reply to every single message, but he will be active during the live sessions. He will answer questions, provide feedback, and share his private notes to address common pain points.

How much time can I expect to spend on the program each week?

At least 5-6 hours per week, for the 6 weeks.

This program is a sprint, and you’ll be asked to execute things as well. The live sessions will be at least 60 minutes.

They’ll take place in the evenings (IST). We also offer bonus Guest workshops and Jamming Sessions throughout the program of five weeks. This program is created for ambitious and intellectually curious people who want to kickstart their Product Marketing journey and make a remarkable difference in the product field.
The program is designed to slot into your current life and schedule. With that said, you’ll need to block off time each week for focused learning, collaboration, and individual execution.

Growing up, your best teachers always pushed you harder than you would have pushed yourself. That’s what will happen in this Product Marketing Program. Most online programs don’t lead to results because they ask for too little from their students.

But as you know, quick hacks and cheap tricks are ineffective. They don’t stand the test of time. This program is the opposite. There are no secrets or shortcuts.

Instead, the program offers a proven roadmap for building a successful career in Product Marketing. Discipline, consistency, and persistence are the key to success in the program.

Couldn’t I find this material online for free?

The Internet is littered with excellent advice about Product Marketing and other informational content but that content is not always curated by practitioners. With that said, the majority of what you find online is superficial.

It’s written by content marketers who are paid for mass appeal and quantity, not quality. Many of them are paid by the word, which means they have an incentive to rant and ramble.

Even if they give you the “right answer,” it’s not worth very much without the structure and support needed to implement what you learn.

Rather than spending years of your precious life searching for and reading those articles, you will find the best information distilled here into a coherent and actionable framework.

Better yet, you’ll have a community of product marketers who can support you emotionally and intellectually. By the end of the program, you will be ready to kickstart your journey as a product marketing professional.

What’s included with the program?

This program takes place online, so no travel is required.

With your tuition, you’ll have lifetime access to all the pre-study material, recordings of the live cohort sessions, guest sessions, and a private online community where you’ll interact with your batchmates.

You’ll retain access to the program materials and community indefinitely after the program ends.

Refund Policy

Thanks for your interest in GrowthSchool. We ensure to provide an excellent experience and learning to all our users. As with any online purchase experience, some terms and conditions govern the Refund Policy. When you purchase a program on GrowthSchool, you agree to our Terms & Conditions and refund policy.

Our refund policy is as follows:

Once you purchase and make the required or partial payment, there will not be any changes or modifications to the same, nor will there be any refund.

GrowthSchool reserves the right to postpone/cancel the course, change the structure of the course or change the list of speakers. If GrowthSchool cancels the entire course, we'll refund 100% of the course fees to the Subscriber.

Once the program begins, we will initiate no refund if the course timeline is extended.

We will issue no refund if the course commencement date is changed.

No refunds or credits will be available for participants who fail to attend the course.

There will be no refunds if the structure/content of the course is altered.

GrowthSchool reserves the right to revise the terms & conditions of this policy without any prior notice.

The course is non-transferable.

The course cannot be transferred to others in case you are unable to take the course under any circumstances.

Kickstart or Elevate Your Product Marketing Career in 7 Weeks

Past Students from Top Brands like

Tools you will learn

This program is for you if you are a...

Testimonials

Here’s what you’ll learn in the program

Learn and Navigate through the future - Use AI to your advantage

What our Happy Learners are saying..

How does the program work?

Meet the Program Director

Past Guest sessions by

By the end of the program you’ll have a clear roadmap on how to:

How it works?

Application Process

Application Review

Selection

Program Kick-off & Onboarding

Network

Share

Program Details

Ready to Join?

What you’ll get...

Before you ask!

Upskill your team

FAQs: Here’s everything you may ask...

By the end of the program you’ll
have a clear roadmap on how to: