AMA: Amazon Product Marketing SME, AWS, Holly Watson on Product Launches

February 12 @ 10:00AM PST

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We will email you Holly's answers to these questions after the event in case you can't make it.

Can you tell us about a time when a product launch was challenging to execute? What made it challenging, and how did you adapt to the challenges?

What's your opinion on generalized vs segmented messaging for external feature launches? Considering buyer vs user personas, multiple GTMs, etc.

I'm planning to launch a new product at a large event soon and am in the process of creating a 'Product bible' for everyone who will be on the floor talking about the product. Do you have any examples of things you would include aside from the obvious (pricing, target customer, key benefits, use cases etc)?

Can you provide perspective on best practices for products launching from smaller organizations where they are the small fish in a big pond?

How do you measure the success of feature releases and how do you influence the product roadmap that leads to new releases?

Beyond launches, how do you approach and market ongoing innovation to show that you're delivering continuous value to customers? What are companies that do a good job of doing this?

What are some suggestions for preparing a GTM plan particularly for a bundled product launch?

Assume there is an upcoming launch of a new bundled product in the next 4-6 months. The bundled product is composed of 3 products, all of which are also brand new. These 3 subproducts cannot be bought separately - the bundled product is going to be sold as 1 SKU. The 3 new products are also launching at a few different timeframes over the launch. (i.e. one is going GA first, where the other is in beta at that time and will go GA later). Looking for insights or advice on effectively composing a GTM roadmap and plan that includes each subproduct's GTM plans in the context of the GTM plan of the bundled product. Thank you!