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 

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Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency 

Our Hosts 

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 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: 

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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: 

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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

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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 

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