Figma

Figma

Insights from the Figma Product Marketing Team

Priya Kotak
Product Marketing
As teams scale and more processes are put into place to streamline go-to-market, PMMs can become overly reliant on launch playbooks. We’ve all been there — you identify the tier, fill out the launch plan, and start working through the corresponding checklist of tactics. In many cases, this will r...more
Priya Kotak
Product Marketing
I’m a big advocate of getting messaging in front of customers and potential customers directly. Here are a few ways I’ve done that recently: * Test messaging in product betas: At Figma we often launch features to a subset of customers in beta before making them generally available. I like to...more
Priya Kotak
Product Marketing
Methods for keeping everyone up to date will vary from company to company, based on the communication norms in place. At Figma, here are some of the ways we keep internal teams up-to-date today: * Push out internal comms: At Figma, we primarily use Slack over email. We have a channel called ...more
Priya Kotak
Product Marketing
At Figma we use a few different types of in-app messaging to reach users depending on what information we’re sharing. While in-app messaging can be a great way to reach users, it can also be distracting — PMMs work closely with their product and design counterparts to determine whether in-product...more
Priya Kotak
Product Marketing
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 ...more
Priya Kotak
Product Marketing
In April 2021 we launched our second product, FigJam, into beta, allowing anyone to use it for free for 10+ months until we released it as a paid product. Here are some ways to get Sales excited about selling a new product: * Make it clear why they should care: This might sound obvious, but a b...more
Priya Kotak
Product Marketing
I’m generally in favor of being transparent with customers when it comes to the product roadmap. It can be a great opportunity for Account Managers to engage with customers ahead of renewals and expansion conversations. There are a few things to keep in mind when doing so: * Include a safe harb...more
Priya Kotak
Product Marketing
Measuring success starts with defining what success looks like. This is most successful when it’s a cross-functional effort, and teams across the organization are bought in. Ahead of launch you should align on a metric. This will differ from product to product. You need to figure out what metric...more
Priya Kotak
Product Marketing
I believe the key to having a cohesive launch narrative comes down to putting your new product into context of your existing product(s). While each product will need its own positioning, and may even appeal to different audiences, an overarching narrative can help tie everything together. We rec...more
Priya Kotak
Product Marketing
A common pitfall when trying to improve feature/product adoption is to jump straight into tactics. This often results in emails and in-product messaging that doesn’t have the intended impact, and annoys users. I like to start by better understanding the users that have adopted a feature/product....more
Figma Product Marketing Leaders
Stephanie Zou
Stephanie Zou
Senior Director, Product Marketing
Andrew Forbes
Andrew Forbes
Director, Product Marketing
Priya Kotak
Priya Kotak
Product Marketing