My Journey As a Product Marketer

Stepping into the world of product marketing wasn’t a decision I made overnight. It was a journey driven by a deep desire for personal growth, coupled with a passion for building great products and ensuring they achieve scale. My path in this field has been a blend of structured learning, hands-on experience, and the inevitable trial-and-error that comes with venturing into any new domain.

My journey began as a digital marketer in 2022 during the eight-month ASUU strike. As a student, I started learning about digital marketing, exploring various paths such as social media, email marketing and SEO through platforms like Great Learning and HubSpot. I was mainly motivated by a desire to stay productive and avoid idleness, something I had always planned for in case of an ASUU strike.

However, I wasn’t fully satisfied with what I was learning. I wanted a comprehensive guide to marketing, and that’s when I frequently came across AltSchool Africa in EdTech discussions on social media. They were known for offering valuable courses, and I eventually developed an interest in product marketing. I was looking for a hands-on, well-structured curriculum to guide me, so I joined their waitlist and continued learning through various platforms until I resumed school in October 2022 after the suspension of the ASUU strike.

Fast forward to May 2023, when applications for all programs at AltSchool Africa opened, and I applied. I went through the process of joining their Slack channel, receiving the home study kit, and writing the entrance exam. My journey in product marketing truly began with that home study kit, where I learned the fundamentals of product marketing. After passing the exam, I officially became a student at AltSchool Africa. I had finally found the structured learning environment I was seeking, which also allowed me to learn while fully engaging in my studies at FUTA.

So, what was it like at AltSchool Africa?

At AltSchool Africa, the learning experience is broken down into three semesters. Each semester introduces new content on the LMS weekly, with two live classes, assignments, and capstone projects or exams at the end of the term.

First Semester

The first semester was particularly interesting for me, as I learned foundational concepts such as:

- Introduction to Product Marketing: Fundamental ideas about Product Marketing.

- Market Research: Competitive analysis (competitor research), building a business case, validating hypotheses, customer research/feedback, and research types (qualitative and quantitative)

- Strategy: Go-to-market strategy and plan, product roadmap, pricing and packaging strategy, demand generation

At the end of the semester, I wrote the semester exams and was tasked with creating a GTM strategy for a fintech app, which I did for Cowrywise. It was quite challenging and helped me embrace hands-on learning. You can check it out here.

Second Semester

Continuing from the first semester, I delved into more advanced concepts:

- Analysis: Measuring success, product marketing metrics, analysis fundamentals, understanding the product, A/B testing

- Soft Skills: Communication, collaboration, stakeholder relationship management, cross-functional leadership, documentation, project management

- Content: Creative thinking, editorial planning, content strategy, technical writing, viral content

During the semester, I completed two assignments: crafting a welcome email for Google’s merchandise brand and creating a fitness app survey document. The capstone project involved creating a customer journey map, which I did for EntryLevel. At the end of the semester I wrote the semester exams and progressed into the third semester.

Third Semester

The final semester focused on:

- Product Positioning Fundamentals, Product Positioning Strategies, Brand Perception, Product Messaging, Product Storytelling

- Sales Enablement and Growth Marketing

- Landing a Job as a Product Marketer

During the semester, I completed an assignment of creating a product messaging framework for a hypothetical brand called EcoClean, a natural cleaning spray. I am currently working on my capstone project and will graduate soon.

My journey as a product marketer has been significantly shaped by AltSchool Africa as it has given me the platform to get hands-on and grow professionally especially through interactions with incredible people. I am particularly grateful to Misan Arenyeka, our learning instructor, who communicated his knowledge and experiences effectively, guiding us throughout the learning journey. I’m also thankful to my study buddy, Olasubomi Oduntan, and to Tabby, our community manager, who brightened every Monday with fresh doses of motivational messages.

The Journey Continues: Embracing Learning and Marketing Great Products.

As I reflect on my journey so far, I realize that my path in product marketing is far from over. The field of product marketing is dynamic and ever-evolving, constantly presenting new challenges and opportunities for growth. I hope to execute more projects in the future and achieve product growth for great products around the world through customer-centric strategies and data-driven insights.

In conclusion, my journey in product marketing has been one of continuous growth and discovery. From those early days of learning during the ASUU strike to my structured education at AltSchool Africa, each step has contributed to my development as a product marketing professional.