AMA: Dandy Director of Product Marketing, Jesse Lopez on Product Launches

January 25, 2024 @ 9:00AM PT

Jesse Lopez

Head of Product Marketing · Vori

👋 Hi, I'm Jesse Lopez, based in Dallas, TX

💼 Currently the Head of Product Marketing at Dandy (digital dental lab); formerly Square, Brex, Intuit

👀 Unmoderated testing to validate segment messaging

🤝 Product Strategy, Segment Marketing, B2B Marketing, and Pricing & Packaging

🍦 Rocky Road

Any tips on how to prioritize product marketing resources in a company that is launch-heavy? Have you found bundling smaller releases together helpful to have a more compelling narrative and increase product marketing efficiency?

Jesse Lopez

Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y

In a launch-heavy tech landscape, where every competitor clamors for attention, effective product marketing hinges on strategic resource allocation. The key lies in a tiered launch strategy that maximizes the return on your most impactful releases while driving efficient, scaled campaigns for thematic launches. Scattering your resources across many launches often leads to underwhelming campaigns that struggle to gain traction in a crowded marketplace. Here are some key questions to guide your re ...Read More

493 Views

1 request
What are the key things to consider post-launch? What standard metrics are important to track to measure success and what teams (and at what cadence) are important to connect with post-launch?

Jesse Lopez

Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y

Launching a product or feature is only the beginning of the journey. To maximize its impact and ensure continuous improvement, tracking feedback and outcomes is crucial, capturing valuable learnings for your cross-functional teams. As a PMM, you can champion three key areas in this post-launch phase: 1. Listening to Your Customers: Proactive Feedback Gathering: Monitor user feedback across product surfaces, support channels, and third-party review sites. This helps identify areas for tweaks, fix ...Read More

488 Views

1 request
What is the single most indispensable tool you with regards to product launches? Why?

Jesse Lopez

Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y

In the competitive landscape of product launches, a well-crafted launch messaging document serves as the strategic foundation for your cross-functional team's success. It ensures all assets, campaigns, and tactics seamlessly align and resonate with a compelling narrative, capturing the attention and interest of your target buyers. This essential document acts as your launch bible, encompassing the following key elements: 1. Differentiated Value Proposition: At its core lies a concise statement a ...Read More

476 Views

1 request
How do you think about timing for launches and how much say do you have? Is there a strategy to try to maximize impact or is it based on when product will have it finished?

Also, how much impact do external factors have on launch timing (i.e. competitor launches, economic factors, and other forces out of your control)?

Jesse Lopez

Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y

Your product launch timing should be informed by several internal and external factors, such as product readiness, internal resources and enablement, competitive landscape, and seasonality of your product category. I typically partner with a cross-functional team (e.g., product, brand, comms/PR, sales, and support) to determine launch dates. Some key questions to consider as you recommend and/or influence your company’s timing for launches are the following: Product readiness: What product crite ...Read More

489 Views

1 request

AMA: Dandy Director of Product Marketing, Jesse Lopez on Product Launches

View AMA Answers

Any tips on how to prioritize product marketing resources in a company that is launch-heavy? Have you found bundling smaller releases together helpful to have a more compelling narrative and increase product marketing efficiency?

What are the key things to consider post-launch? What standard metrics are important to track to measure success and what teams (and at what cadence) are important to connect with post-launch?

What is the single most indispensable tool you with regards to product launches? Why?

How do you think about timing for launches and how much say do you have? Is there a strategy to try to maximize impact or is it based on when product will have it finished?