AMA: Coinbase Director of Product Marketing, Adam Weigand on Product Launches
March 4 @ 10:00AM PT
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Coinbase Director, Product Marketing • 5y
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 t...
1250 Views
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Coinbase Director, Product Marketing • 5y
Test, learn, and validateFormulating the foundation of your launch plan purely on an educated hypothesis is an OK starting point, but going to market on one is incredibl...
1701 Views
1 request
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.
Coinbase Director, Product Marketing • 5y
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 (directl...
1725 Views
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Coinbase Director, Product Marketing • 5y
Two things come to mind to keep your launches unique and differentiated while still laddering up to topline product and company goals: Encourage new channel experimentat...
1490 Views
1 request
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.
Coinbase Director, Product Marketing • 5y
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 a...
1603 Views
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Coinbase Director, Product Marketing • 5y
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 c...
977 Views
1 request