CW Academy: Product Marketing Essentials

Brought to you by Cambridge Wireless

Boost your Business Skills with CW Academy. Whether you’re just starting out, looking to progress your career or grow your business, Cambridge Wireless Academy offers you world-class insights to give you the tools and training needed for your future success.

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About the event

Spring into the New Year with our product marketing and customer research training days led by Collette Johnson, a world-leading product marketeer with more than 20 years’ experience in the tech arena. Sign up for your first academy sessions today and boost your marketing and business skills for 2024.

'Product Marketing Essentials' - Tuesday 30 Jan 2024
9am-4pm, The Bradfield Centre, Cambridge

This course will take a product-led approach through lectures, case studies and hands-on group work. We will take you through methodologies to help you understand your customer with persona and jobs-to-be-done frameworks, we’ll look at developing your positioning and messaging and how to develop this over your product lifecycle, and, lastly, we’ll briefly look at your go-to market and product launch. By the end of the day, you will be powered up and ready to take confident steps in your product marketing to accelerate your business. 

Registration Fee: 

1-day course: £350 for CW members/ £500 for non-members
Or opt for the 2-day course: See details below (30 & 31 Jan): £600 for CW members / £800 for non-members 

15% Early Bird discount available use code EB-academy15 when registering

'Customer Research Fundamentals' - Wednesday 31 Jan 2024
9am-4pm, The Bradfield Centre, Cambridge
Customer research is key to product success, yet it's an area that's new for even the most experienced person. This course will take you through the differenct research options and how to approach them. It will also provide you with frameworks and templates for you to utilise for your business. We'll look at a number of methodologies, including voice of the customer, win/loss interviews, customer evaluations, and many more. We'll also have breakout sessions and look at case studies to help you put your learning into actions, ready to hit the ground running and develop your business with greater consumer focus. Find out more and register today.

Collette-Johnson-colourAbout the trainer: Collette Johnson
Collette founded Cambridge Product Marketing, has been named as one of the top 100 product marketeers in the world by product marketing alliance and is also a mentor and coach at Cambridge Judge Business School. With extensive experience in B2B product marketing, Collette specialises in both new-to-market products and those that are yet to meet their full market potential. She works with a broad range of business from highly innovative start-ups to global leading organisations, to help them realise their ambitions.

Collette Johnson said: “I’ve devised these courses to share practical knowledge, skills and techniques that you can immediately apply to your business to start reaping the benefits. We’ll look at real-life case studies - including the good, the bad and the ugly - and focus on core principles and practices to maximise your actionable learning and take your business to the next level.”

You can follow @CambWireless on Twitter and tweet about this event using #CWAcademy.


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The information supplied below may be subject to change before the event.


Arrival and networking over refreshments


Introduction and welcome


‘Research techniques’

‘Research techniques’

We will look at a number of research techniques you can use for successful product marketing that will give you insights across the buying cycle, from win loss interviews to advocacy insights.


Comfort break / refreshments


‘Identifying your buyer and understanding their needs’

‘Identifying your buyer and understanding their needs’

Identifying your buyer and understanding their needs: looking at both personas and jobs to be done we will look at identifying your buyers and how to activate them to lead to successful customer acquisition




‘Positioning and messaging’

‘Positioning and messaging’

We will look at the April Dunford positioning framework and look how you can use this. This will then lead to messaging framework - followed by a live exercise.


Comfort break / refreshments


‘Developing sales enablement’

‘Developing sales enablement’

We will look at how once your product has gone to market how you can support it with successful sales enablement. We will go through both internal and external enablement and look at how you can develop successful enablement for market success.


Wrap up and conclude


Session Ends

Event Location

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Location info

Bradfield Centre, Cambridge Science Park, Cambridge, CB4 0GA

Email organiser

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