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AMA: Coinbase Director of Product Marketing, Adam Weigand on Product Launches
March 4 @ 10:00AM PST
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Coinbase Director of Product Marketing, Adam Weigand on Product Launches
Top Questions
Adam Weigand
Coinbase Director, Product Marketing • March 4
There’s no one-size-fits-all answer here, so when making this decision at your company, leverage a key PMM superpower: start with the customer, gain an understanding of their needs, and the rest will follow. For example, as part of a continuous feedback loop with customers, you can ask questions ......Read More
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Adam Weigand
Coinbase Director, Product Marketing • March 4
* Test, learn, and validate Formulating the foundation of your launch plan purely on an educated hypothesis is an OK starting point, but going to market on one is incredibly risky. Being a product marketer in 2021 means you have access to a variety of third-party or in-house tools to......Read More
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What is the best partnership process between product marketing and marketing when it comes to a product launch?
We have these as two distinct teams in our organization and we're seeing some confusion when we do product launches. Any documentation or words of wisdom would be helpful.
Adam Weigand
Coinbase Director, Product Marketing • March 4
A critical yet simple tool that I’ve used to get cross-functional marketing teams aligned early and often is a crisply written marketing brief that outlines DRIs (directly responsible individuals) for each swimlane of work. This document can serve as the northstar for go-to-market efforts, not on......Read More
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Adam Weigand
Coinbase Director, Product Marketing • March 4
Proactively plan for sustained momentum from day one. It’s tempting (and deceptively easy) to over-invest in “launch day” activities given all of the buzz these moments can generate. While it varies based on the tactics you deploy, the initial launch announcement is often great for top-of-funnel ......Read More
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Adam Weigand
Coinbase Director, Product Marketing • March 4
Two things come to mind to keep your launches unique and differentiated while still laddering up to topline product and company goals: 1. Encourage new channel experimentation as part of the launch process to keep the go-to-market playbook fresh and ever-evolving. Be open to adding new ......Read More
1381 Views
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How do you decide when a product launch has ended in order to determine the success of the 'launch'?
Product is being iterated all the time, so where exactly do you consider to be the end of a product launch period.
Adam Weigand
Coinbase Director, Product Marketing • March 4
A very good foundational question. This should tie back to the well-defined KPIs you set early in the go-to-market planning process, and time-gating your launch tactics against those KPIs can give you the clearest signal on success. This is especially true when the “launch” phase of work is simpl......Read More
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