Product Launches
1 Answer
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More
3112 Views
3 Answers
Priya Kotak
Figma Product Marketing • February 24
This always starts with defining your audience. Once you know who you’re trying to reach, you can prioritize the best channels to reach them. There are two questions that I try to answer before I jump into channel strategy: 1. Will this feature drive new user acquisition or adoption within our ......Read More
1432 Views
3 Answers
Becky Trevino
Snow Software Executive Vice President Products • September 21
I'd argue you should know the buyer persona early in the process - likely at product discovery. This should be an exercise done with Product Management (PM) at the onset of understanding the problem that the product is intending to solve. At that poin, in partnership with PM you should undestand ......Read More
388 Views
9 Answers
Anjali T. Cameron
Landed Head of Marketing • October 5
We typically use one of two options, depending on the business and customer impact of the feature. For new features with huge upside or the potential to cause a lot of customer confusion if not explained carefully, a more disruptive, in product modal is effective. Design it with a strong headl......Read More
758 Views
1 Answer
Jeff Rezabek
IRONSCALES Director of Product Marketing • May 11
This is a great question and is often overlooked! Even though most launches don't have a set end date, they do have a key milestone date (that's usually when the feature or product is released). After that, there may be additional activities that help support the launch and ensure it stays top of......Read More
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What is the role of product marketing with product launches in a product led org?
How do you lead your product management team?
3 Answers
Abhishek Anbazhagan
Palo Alto Networks Product Marketing Manager, Cortex • September 6
PLG doesnt change the role of PMM. If anything a PMM becomes even more important cause in PLG, you are not training a sales team but your website/landing page to be your leading sales rep. PMMs need to focus on conveying the value/outcomes message, handle objections, address FAQ on the landing......Read More
1017 Views
2 Answers
Austin Carroll
Brex Sr. Product Marketing Manager, Financial Product • February 7
This is always the hard part! However, I find it best to think of your current customers and prospective customers as different audiences. So, what channels can you reach your prospective customers? I usually look at the channel map and assign each a goal - so an in-product notification may drive......Read More
339 Views
3 Answers
I think it should be a committee of people, including product, marketing, sales, customer success, professional services, and other teams if applicable. They can own different aspects of the journey from pipeline generation, to win rates and revenue targets, to product usage and customer satisfac......Read More
1041 Views
2 Answers
There are two major ones I’ve used over the years. The first is pipeline generation--how much pipeline is generated by the campaigns or sales plays that are tied to the launch The second is use case adoption. There are different tools and ways to measure it but ultimately it’s usually a CRM r......Read More
1062 Views
2 Answers
Step one is to develop a clear view of what the different stages are. That process alone requires a lot of research, analyzing data (if there’s any), and internal agreement on a framework that sales can grasp and apply in their pitch. I would say that’s actually the most challenging part to get i......Read More
1035 Views