AMA: Asana Director of Product Marketing, Erica Conti on Product Launches

I create my product launch strategy through a six-step process, which is outlined in my attached template. Over the years, I've found that this process ensures a comprehensive approach to product launches, while still maintaining flexibility to accommodate the specific needs of a launch: Plan: This initial stage focuses on setting the strategy and aligning with key stakeholders. I define the: Target audience Primary and secondary goals Success metrics Value proposition Marquee products or featur ...Read More

A product launch I worked on in 2022 didn't go as expected due to rapidly changing market conditions. We initially developed aspirational messaging, but realized it wouldn't resonate in this new environment where "doing more with less" was very top of mind for our target audience. We quickly needed to pivot our messaging across channels without delaying the launch. This experience taught me two lessons that still influence my product launches today: Stay acutely aware of market dynamics: Continu ...Read More

When stakeholders express resistance to launch activities, I emphasize that there's no "one-size-fits-all" approach to launches, and I focus on demonstrating the value of each activity and its connection to our launch goals. To address the "why do we have to do all this stuff" question, I also explain my own 70/20/10 approach to selecting launch activities: 70% proven impact: Tried-and-tested activities with demonstrated results Provides a solid foundation for the launch 20% somewhat proven impa ...Read More

To launch new features (vs new products), I ladder them to our established, core use cases. This approach ensures consistency in marketing materials and helps customers understand how our new features fit into the greater set of solutions that our product provides and makes them stronger. For learning about product marketing, my favorite resources include: Online communities: Sharebird, PMM Files and PMM Camp (PMM Files and PMM Camp share a lot of examples in the wild that I enjoy clicking throu ...Read More

My framework for analyzing customer feedback after a launch involves implementing multiple voice of customer channels, then analyzing the data to inform our product priorities and launch strategy. Here's an overview of my process: Build dedicated voice of customer channels: Set up dedicated Slack channels for the Revenue teams to share customer questions and feedback Monitor community forum discussions Track comments across social media channels Collect questions raised at events like webinars A ...Read More

Yes, I tier features in product launches. This tiering system helps prioritize our marketing efforts and resources - here's how I determine the tier for each feature and the key differences between them: Tier 1 features receive the highest level of attention across all areas, as they are crucial to deliver on the company's strategy and market positioning. Criteria: Major drivers of company objectives and product vision, as well as newsworthy and highly relevant to current market trends Focus: Hi ...Read More

Internal buy-in is crucial for the success of a product launch. Here are some of my tips for creating excitement and building buzz internally: Get leadership alignment and advocacy: Engage leaders early about the launch and ensure they champion it across the organization Create actionable CTAs for internal audiences: Encourage employees to try the product, invite customers to a launch-related event, or post about it themselves on social media channels Facilitate easy social sharing: Provide pre- ...Read More