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AMA: RingCentral AVP of Product Marketing, Esther Yoon on Product Launches
October 19 @ 10:00AM PST
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RingCentral AVP of Product Marketing, Esther Yoon on Product Launches
Top Questions
Esther Yoon
RingCentral Vice President, Industry and Product Marketing • October 19
Audience. Know your audience. It's cliche. I'm still going to say it again - KNOW your audience. What/who influences them? Where do they get their information? What does the buying journey look like? Prioritization comes down to your goals and any testing you've already done. This is more of an......Read More
807 Views
3 requests
Esther Yoon
RingCentral Vice President, Industry and Product Marketing • October 19
I only have one that I can think of that holds true for all types of products: Write a mock PR to have a clear understanding of the message you (and your team) want to land. Ah-ha moment: Your mock PR can be over the top! Do a kick-off and readout your PR with superlatives galore. Shoot for th......Read More
489 Views
4 requests
Esther Yoon
RingCentral Vice President, Industry and Product Marketing • October 20
Hands-down, Zoom Hardware as a Service. The messaging and positioning were quite simple, definitely the easiest part... the hard part was steering a purely SaaS company to launch hardware solutions in just over a quarter. I come from a hardware background, so it wasn't necessarily attributed to l......Read More
532 Views
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Esther Yoon
RingCentral Vice President, Industry and Product Marketing • October 20
I like to have the flexibility to do both. But, if you see it as this or that, the latter ("Faster search is here") is designed to be a delightful surprise, the former (monthly cadence) is more of a type of predictable FYI. These decisions should be driven by lots of different aspects such as you......Read More
323 Views
2 requests
In your eyes, what's product marketing's role in the launch? What's key to ensure it's smooth?
What are the key deliverables PMM provides? What gets handed off to other teams to run with and create?
Esther Yoon
RingCentral Vice President, Industry and Product Marketing • October 20
Every company has a different PMM philosophy so it's really important to dig deep into this whenever you're interviewing. On my team, where I run core product marketing for RingCentral's flagship, I view product marketing's role as the nucleus for messaging strategy. Here are the 4 areas of whe......Read More
754 Views
3 requests
Esther Yoon
RingCentral Vice President, Industry and Product Marketing • October 19
I'm going to break this out into two questions: How do you tier launches? Launches are tiered based on business impact (yes, I know, very "captain obvious.") My whole point here is that I make a judgment call based on data, company goals, competitive landscape, market opportunity. For example,......Read More
21687 Views
4 requests
Esther Yoon
RingCentral Vice President, Industry and Product Marketing • October 20
For iterative releases, I spend the most time around developing and optimizing the operational rhythm. It's about effectively managing velocity and continuously refining workflows. For launches, I spend most of my time on the positioning, messaging, and hero assets to make sure it's steering the......Read More
428 Views
5 requests
Esther Yoon
RingCentral Vice President, Industry and Product Marketing • October 20
Adding this question to highlight open roles on my team. Sr Product Marketing Manager, Analytics Sr Product Marketing Manager, App Experience More to come in 2022 as well. If you're interested, reach out to me on LinkedIn and lets chat. https://www.linkedin.com/in/estherxkim/ My promise: - I'l......Read More
872 Views
1 request
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