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AMA: Loom Head of Product Marketing, Julia Szatar on Product Launches
August 25 @ 10:00AM PST
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Loom Head of Product Marketing, Julia Szatar on Product Launches
Top Questions
Julia Szatar
Tavus Head of Marketing • August 25
One question to start with is – is the goal to target existing customers or attract new ones (or both)? Then figure out where that audience is and how you can most effectively reach them. Another is resourcing and scope - what can you pull off in the timeframe you have, and prioritize from ther......Read More
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9 requests
Julia Szatar
Tavus Head of Marketing • August 25
Product announcements are a growth lever, and everything the product team ships is a marketing opportunity. But, not all opportunities should be treated equally, especially if your product team is shipping at a high velocity (like we do at Loom). We use a tiering system from 1-4, 1 being the m......Read More
762 Views
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Julia Szatar
Tavus Head of Marketing • August 25
Usually, your existing customers are the most impacted by pricing and packaging changes – so you may need to focus on communicating any updates clearly to your users. If all the changes are positive (e.g. they get more for the same) your job is much easier. If there are negative impacts, you need......Read More
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3 requests
Julia Szatar
Tavus Head of Marketing • August 25
We don't call it a pre-mortem, but we have two documents that help us facilitate constructive discussion. A GTM handover document that the PM fills out, and a product launch template that we fill out in detail that includes messaging, goals, risks, channels. Once we craft the messaging and genera......Read More
641 Views
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Julia Szatar
Tavus Head of Marketing • August 25
This starts with aligning with the product on what this means for your product and company. This probably involves meeting live to discuss the product direction etc. More tactically, we have a GTM handover template that the PM completes. And then, your job as a Product Marketer is to be a filte......Read More
682 Views
2 requests
Julia Szatar
Tavus Head of Marketing • August 25
See answer about Launch Frameworks! Product announcements are a growth lever, and everything the product team ships is a marketing opportunity. But, not all opportunities should be treated equally, especially if your product team is shipping at a high velocity (like we do at Loom). We use a tie......Read More
1005 Views
1 request
Julia Szatar
Tavus Head of Marketing • August 25
A lot of companies use a Changelog for these smaller launches. Your most engaged users will subscribe to the Changelog and get notified when you update it. There are tools like LaunchNotes you can use for this. https://www.launchnotes.com/ And then some features are self-explanatory and you may......Read More
661 Views
5 requests
Julia Szatar
Tavus Head of Marketing • August 25
There are three things to focus on: process, qualitative, and quantitative. A launch is very cross-functional – so you can ask yourself, how did the process go? Are there improvements to be made for next time? Especially when you are at a startup and the team and processes are still evolving and ......Read More
936 Views
5 requests
What are uncommon reasons a product launch would fail or underperform?
There are common reasons like sub-optimal messaging or pricing, but what overlooked areas in the product launch process, if not addressed, can lead to failure, and how can product marketers de-risk those situations?
Julia Szatar
Tavus Head of Marketing • August 25
One example is not identifying a potential risk and failing to address it proactively, then having it flare up during the launch. We've had this happen before when we had a lot of pressure to move fast. We kind of knew about the risk in the back of our minds but forgot to address it / flag it e......Read More
631 Views
6 requests
Julia Szatar
Tavus Head of Marketing • August 25
This one is tough to answer without more details :) Some questions to ask yourself: * Do we already have users and can we leverage them to drive new sign-ups? Through testimonials, customer stories, and by incentivizing them to spread the word? * Do we want to focus on existing or new ......Read More
644 Views
1 request
How does a product launch differ depending on the size of the company?
How does a lean small startup launch look different than a product launch at a place like Loom?
Julia Szatar
Tavus Head of Marketing • August 25
It depends on your resources and the skills of your team. A larger company might be able to tap into more channels successfully or might already have more users and so the launch will inherently be more amplified. You can still do a successful launch as a small company with some creativity an......Read More
902 Views
1 request
How do you think about timing for launches and how much say do you have? Is there a strategy to try to maximize impact or is it based on when product will have it finished?
Also, how much impact do external factors have on launch timing (i.e. competitor launches, economic factors, and other forces out of your control)?
Julia Szatar
Tavus Head of Marketing • August 25
The general timing is mostly driven by the product team and then the specifics around it are driven by the PMM team to try to optimize. We want to launch as close to the product being shipped to get value to our users as soon as we can. However we also want to ensure there is a story that resonat......Read More
655 Views
1 request
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