In this episode, Christian Idiodi and fellow SVPG partner, Martina Lauchengco, discuss product marketing. Martina is a leading mind on the subject and the author of “Loved: How to Rethink Marketing for Tech Products.” Learn what product marketing is, how it fits with other functions, and why it ultimately matters. - In this discussion we unpack: The fundamentals of product marketing Its interplay with product management, traditional marketing, and sales A real world success story Identifying a need for product marketing at your company The case for product marketing at your company - References: Costanoa Ventures: https://costanoa.vc/ LOVED: How to Rethink Marketing for Tech Products, by Martina Lauchengco: https://www.svpg.com/books/loved-how-to-rethink-marketing-for-tech-products/ - Where to find SVPG: SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/ Other books: https://www.svpg.com/books/ Articles: https://www.svpg.com/articles/ Workshops: https://www.svpg.com/ Videos: https://www.svpg.com/videos/ - Where to find Christian Idiodi: LinkedIn: https://www.linkedin.com/in/cidiodi/ - Where to find Martina Lauchengco: LinkedIn: https://www.linkedin.com/in/martinalauchengco/ - Timestamps: [00:00:00] Intro [00:01:37] Product marketing 101 [00:03:24] Which companies need product marketing? [00:07:30] Structuring product marketing [00:09:40] How product marketing differs from traditional marketing and sales  [00:10:28] An example of successful product marketing [00:14:46] Healthy collaboration between product marketing and product management [00:18:57] How to do product marketing without product marketers [00:20:52] Making the case for product marketing at your company [00:24:03] Outro - Disclaimer: While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/ - Production: Production by supermix.io