SendBird

SendBird Overview
Website: sendbird.com
Employees: 180
Headquarters: San Mateo, CA
Founded: 2013
About
Sendbird's chat, voice and video APIs and SDKs connect users through immersive, modern communication solutions that drive better user experiences and engagement.
Insights from the SendBird Product Marketing Team
Jack Wei
Jack Wei
Head of Product Marketing, SendBirdMarch 10
I'll answer this in two parts. Part 1: You've likely arrived at launching a bunch of small features to begin with because the product vision and strategy is fuzzy. Or that the strategy is to build what customers request and your release cadence is fluid. You wouldn't have asked this question if PM+PMM planned product strategy together and looked at the roadmap earlier on to develop and align on launch themes mapped to business objectives. You're asking this question because things currently work as a hand-off process, and PMM tries to "work with whatever's been given." This is not an ideal ...
Jack Wei
Jack Wei
Head of Product Marketing, SendBirdMarch 3
Product Marketing Manager - Vertical Solutions  Product Marketing Manager - Enablement & Strategic Accounts  We believe that conversations are at the heart of building relationships and getting things done. And we are building the world's best conversations platform for mobile apps.  At least 1 more role coming next quarter. We are currently a team of 6 looking to expand to 9. JOIN US!!
Jack Wei
Jack Wei
Head of Product Marketing, SendBirdMarch 3
You can use internal and/or external benchmarks.  How did prior launches perform at your company? Are you choosing the right metrics? Use that as the benchmark to outperform by X%. How are launches for similar products/features measured at a peer company of yours? What do their performance look like (assuming you have a network or a friendly willing to share). Use that as a benchmark. Do your investors have other portfolio companies willing to share?
Jack Wei
Jack Wei
Head of Product Marketing, SendBirdMarch 3
This depends if you're a B2C or B2B company.  For B2C, you're likely embarking on a product-led growth strategy (if not already). And in this case you should be on the hook for hitting prescribed revenue targets... because you have direct control over the purchase experience. For B2B, instead of hitting the revenue target set the right pipeline target 30, 45, or 60 days post-launch (depending on your sales cycle). This will force you to think of an integrated campaigns plan at launch, across paid, social, ABM, press, webinars, events, etc. and mobilize all relevant marketing channels in o...
Jack Wei
Jack Wei
Head of Product Marketing, SendBirdMarch 3
Whoever asked this question: I suspect at your company there is opportunity for a tighter partnership between product management + product marketing that goes beyond only coming together for product launches.  You wouldn't have asked this question if PM+PMM planned product strategy together and looked at the roadmap earlier on. You're asking this question because things currently work as a hand-off process, and PMM tries to "work with whatever's been given." This is not an ideal, long term setup, so I'd recommend to fix that asap. Now, you need to work with the hand you're dealt. Tier the...
Jack Wei
Jack Wei
Head of Product Marketing, SendBirdMarch 3
Welcome to the fun world of Enablement! And there are internal + external aspects of this. * External * Message x Value & benefits: What's in it for your users? Migration is a pain in the ass. Before you get to the logistics, you have to sell them on the why * Transition plan: What's the step-by-step guide? Is it one size fits all, or does it require different approaches for different types of users? These need to be documented and clearly laid out.  * Timing & cadence: Give your customers enough time to make the changes. I'll leave the communicat...
Jack Wei
Jack Wei
Head of Product Marketing, SendBirdMarch 3
Many ways to slice this one, but let's look at it inside-out via a launch perspective. A typical launch goal is to drive adoption. Adoption benchmarks will vary across B2B vs B2C businesses. Ultimately, the product you launched has technically crossed into the majority if >50% of you user base has adopted / upgraded / migrated to the new solution. On the pre-sale or new sales front it's a bit tougher to specify, but generally a strong close rate indicating deal efficiency is the right signal for strong market acceptance by the laggards.
Jack Wei
Jack Wei
Head of Product Marketing, SendBirdMarch 3
1. Always set a clear objective, then work backwards from there. Why is the relaunch happening? Either because the first attempts were deemed unsuccessful by some performance metric, or because there has been a pivot in the business that requires getting the product in front of a new audience (eg. change in target persona, industry, use case, business segment, pricing & packaging, etc.) 2. Build a plan against that objective. Let's say you're relaching because the first attempts did not drive enough "free trial signups" with X target audience. Great, what's the new number that the business...
sharebird
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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Video: Adventures in Messaging S02E10: With Jack Wei, Senior Director Product Marketing at SmartRecruiters
SendBird Product Marketing Leaders
Jack Wei
Jack Wei
Head of Product Marketing