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Loom

Top Team Awards
Winter 2020
Upcoming Ask Me Anything Sessions
Julia Szatar
Head of Product Marketing at Loom
November 4, 2021
Julia Szatar
Head of Product Marketing at Loom
September 8, 2021
Product LaunchesFollow Julia
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?
Head of Product Marketing at Loom
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...more
Product LaunchesProduct MarketingFollow Julia
Do you do a product launch pre-mortem with your internal stakeholders before a product launch? If so, who do you include and what is your process for running it?
Head of Product Marketing at Loom
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...more
Product LaunchesFollow Julia
How does a product launch differ depending on the size of the company?
Head of Product Marketing at Loom
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...more
Product LaunchesFollow Julia
How would you set goals and marketing budget for the first product launch of a product-led growth, B2B SaaS company coming out of stealth when you were the first marketer? The company already has some paid customers from beta and good funding.
Head of Product Marketing at Loom
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 ...more
Product LaunchesFollow Julia
Considering not all launches are created equal, how do you distinguish between the different types of product launches?
Head of Product Marketing at Loom
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...more
Product MarketingProduct LaunchesFollow Julia
How do you roll out pricing and packaging for a new product launch?
Head of Product Marketing at Loom
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...more
Product LaunchesFollow Julia
How do you manage major changes to repositioning or GTM strategy, that involve a variety of product/feature upgrades or releases? What are the most important factors for you in making this simple, yet effective and targeted for your GTM teams to deliver on? How do you decide on the right amount of detail to share in GTM materials?
Head of Product Marketing at Loom
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...more
Product LaunchesFollow Julia
What’s your advice on how best to handle communicating tier 2 and 3 product releases? E.g., all of the updates that aren’t big, flashy new features?
Head of Product Marketing at Loom
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...more