AMA: Adobe Director of Product Marketing, Stephen Baloglu on Release Marketing

March 30 @ 10:00AM PST

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Adobe Director of Product Marketing, Stephen Baloglu on Release Marketing

Top Questions

What type of customer research do you do pre-launch to help you have a great product launch?

Stephen Baloglu

Adobe Director of Product Marketing • March 30

Great question and glad to see people taking a customer-led approach to product launches. There are a few strategies I recommend here and they fall into 4 areas. 1. Review the foundational research and insights that already exist - What you’re launching was built based on deep customer rese......Read More

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What is the best way to sustain launch over time and prevent the spike in traffic in the short run without long-term results?

Stephen Baloglu

Adobe Director of Product Marketing • March 30

“No, don’t do it! Don’t create a massive spike in traffic and run-up in sales that blows through your numbers.” said no one, ever. But really, I get it, you’re not looking for empty calories, you're building a business. Here are a few thoughts. 1. Understand what might drive a short-term spike ......Read More

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How do you assess organizational readiness ahead of a product launch?

Too often product marketing is seen as a collateral producing engine. But with substantial new launches, we are sometimes the only ones integrating needs, insights, and potential operational bottlenecks across all stakeholders, internal or external. I’m curious both of how you think of org readiness and how you incorporate this dimension into your launch motion.

Stephen Baloglu

Adobe Director of Product Marketing • March 31

Organization readiness can be measured at different altitudes…e.g. Super high level and broad: does the business have the right strategy to win? vs. tactical: are we set up for a successful product launch and meet near-term goals? And points in-between. Let’s assume the big strategy pieces are f......Read More

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How do you think about building a PMM team -- eg, how do you balance the day-to-day with less pressing -- but still important -- things around processes, career development, building x-functional relationships?

Stephen Baloglu

Adobe Director of Product Marketing • March 31

Developing your team and how x-functional teams work together may seem “less pressing”, but while these things do not typically have urgent deadlines, they are extremely important. Here are a few strategies I use to effectively develop the team as well as meeting business goals. * OKRs for pers......Read More

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How do you track the success of a launch?

Stephen Baloglu

Adobe Director of Product Marketing • March 30

Success…you know it when you see it. Well, we all may see it a different way. So, for me, it’s all about establishing what success looks like with stakeholders and leadership (early and often), ensuring reliable measurements of success metrics are in place before launch, and taking an honest and ......Read More

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