Product Launches
1 Answer
Amanda Groves
Enable VP of 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
3134 Views
1 Answer
Jeff Rezabek
IRONSCALES Director of Product Marketing • May 17
When there are limited resources and conflicting goals. Look for ways to consolidate. In the case of a webinar to support a product launch, position the webinar towards the prospect and focus on the value the launch and the new capabilities bring. You might not be able to go deep into the platfor......Read More
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How do you make decisions around channels to use for new product launches?
What are some of the key questions you want to answer when evaluating channels for a product launch and how do you go about finding these answers?
4 Answers
Victoria J. Chin
Asana Chief of Staff, Product • April 28
At Asana, customers are our #1 inspiration - so deeply understanding your target audience (across existing customers and prospects) and what matters most to them would be my first priority. * What are we hearing from customer interviews, and/or customer-facing teams? * What third-party resear......Read More
1866 Views
11 Answers
Gregg Miller
PandaDoc VP of Product Marketing & Brand • October 8
I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with......Read More
2313 Views
2 Answers
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 12
* Understand that everything they plan is based on their cross-company relationships and develop your own cross-disciplinary relationships - not just with Marketing. * Develop long-term relationships and maintain regular and continuous communications with all stakeholders. * Do the ......Read More
350 Views
2 Answers
Jon Rooney
Unity Vice President Product Marketing • September 26
A product launch for an acquired product vs. a product built in-house could be very different, largely dependent on how far along the acquired product is in terms of customers and brand. In many cases, the acquired product, especially in highly-technical categories, gets scooped up early by a com......Read More
859 Views
3 Answers
Priya Kotak
Figma Product Marketing • February 23
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
1436 Views
3 Answers
Becky Trevino
Flexera Chief Product Officer • September 20
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
391 Views
9 Answers
Anjali T. Cameron
Landed Head of Marketing • October 4
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
761 Views
1 Answer
Jeff Rezabek
IRONSCALES Director of Product Marketing • May 10
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
116 Views