Dandy Director of Product Marketing, Jesse Lopez on Product Launches

👋 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 &amp; Packaging🍦 Rocky Road

Jesse Lopez

Product Marketing Lead

Gusto

Product Marketing Manager, Gusto Wallet

At times, waiting to announce a feature or product can lead to a much more impactful product launch. This can require patience on the organization's part. Think rolling releases vs. batched releases. 

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

Specifically across the variety of workstreams that result from a launch plan

Often time when the launch goes general announcement (GA), everything seems finish. But obviously, launch is a series of events around a theme and it can last long after GA, especially in terms of messaging refining. But how do we keep the go-to-market team engaged to adopt it after launch?

We're about a launch a new product that's creating a new category, but is largely solving some of the core issues with the "old way". Since it's potentially a "new way vs old way" narrative, how should I design marketing and sales to create demand and education for this product?

Product team releases something worthwhile (to a degree) every two weeks. A new feature is released in an MVP stage (not always in beta) and frequently iterated on. How does a small team manage the constant updates to existing products to ensure clients are informed (so the updates get used/don't take anyone by surprise) but aren't constantly being bombarded by marketing messages. 

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

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