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AMA: New Relic GM & SVP Product Growth, Manav Khurana on Product Launches
October 10 @ 10:00AM PST
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New Relic GM & SVP Product Growth, Manav Khurana on Product Launches
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Manav Khurana
New Relic Chief Product Officer • October 10
I am a big fan of drumbeats. People are busy and it's easy to miss one large product announcement and even if your audience sees the announcement, it's easy to forget about it. My favorite packaging approach is to have a broad theme ([your service] keeps getting better, a commitment to secur......Read More
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Manav Khurana
New Relic Chief Product Officer • October 10
Existing customers are the best source for new product adoption and should be the primary target audience. With new customers, you need them to buy into your company, and then buy into your new product. That's hoping for two miracles, vs. one with existing customers. Plus, it's so much easie......Read More
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Manav Khurana
New Relic Chief Product Officer • October 10
I always like to have a product adoption goal Day-of, 1-months, 3-months, 6-months, and 1-year out. Having this clarity is critical to figure out what we need for launch and in the weeks, months after launch. The next step is to back into the awareness, lead (if sales led) and conversion goa......Read More
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Manav Khurana
New Relic Chief Product Officer • October 10
First the failure mode (for contrast): PMM does a kick ass job with product decks and slicks. There is a training session where some people seem to be paying attention, but most people are distracted by their day-to-day job of sales. Then when a sales person gets an opportunity, they ask the PMM......Read More
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Manav Khurana
New Relic Chief Product Officer • October 10
Ultimately, it's about product adoption measured by MAU and product revenue over different time intervals. To get there, I'd suggest looking at the following metrics with your marketing team: - Unique visitors to your product page (on the marketing site and in your product) day of launch an......Read More
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How do we approach the launch plan that was pre-decided and what changes in approaches would you recommend?
A product marketer jobs starts way before the product launch. However, it is difficult situation when the product launch is delayed from eng side.
Manav Khurana
New Relic Chief Product Officer • October 10
First, let me say that no one in Eng/Product likes product delays. The timing gets screwed up because of poor planning or unpredictable events. So, you have two options: 1. Avoid the coordination tax for smaller launches - so that a delay doesn't affect your launch timeline. 2. Give extra in......Read More
2055 Views
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Manav Khurana
New Relic Chief Product Officer • October 10
At the highest level, I love announcing the same product multiple times (shhh: don't tell my PR person). The frequency of message makes it easier for your story to stick. Plus, depending on your customer purchasing cycle in B2B, they often need several months to go through their testing and budge......Read More
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Manav Khurana
New Relic Chief Product Officer • October 10
I've always liked having one core audience & many supporting audiences for a product story... think about it. Movies with multiple heroes are confusing. Pick your core audience and tell the product story for them. If you have multiple supporting audiences, then describe how everyone can work......Read More
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