AMA: dbt Labs Former Director of Product Marketing, Lauren Craigie on Product Launches
September 1 @ 10:00AM PT
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Inngest Head of Marketing • 3y
I wish it wasn't different, to be honest. If I say what people normally say here, like, "it's more honest, it's straight-forward, it gets right to the meat of it," I'm le...
1737 Views
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Inngest Head of Marketing • 3y
We have a strong community in the dbt Slack channel, but it's not inclusive of all dbt practioners. So we use four main channels to get in front of our target audience: 1...
2713 Views
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Inngest Head of Marketing • 3y
I'd say this can change based on the organization, contributing teams, goals for the launch, market you're in, audience... but a few things I would never launch without: ...
843 Views
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Inngest Head of Marketing • 3y
Normal caveat of "it depends." But generally, if you're hiring your first PMM, focus them on becoming your audience expert. I think a lot of folks tend to focus too sev...
1398 Views
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Inngest Head of Marketing • 3y
Answered above but everything is a launch in my opinion—you just tier them differently. The value of this approach is that you have a documented plan for everything, eve...
1078 Views
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Inngest Head of Marketing • 3y
I might be misunderstanding the question but you usually can't get them to prioritize new products unless it's built into their targets :) Introducing a new product into ...
303 Views
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Can you share any experiences around putting spend behind bigger launches?
Or, some of the tactics used (traditional or otherwise) for splashier launches you've been a part of
Inngest Head of Marketing • 3y
Video or advertising is likely where a lot of your spend will go for high priority launches, and justifying it would likely come down to whether you're expectlong this la...
339 Views
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Inngest Head of Marketing • 3y
Like what could cause it to fail? 1. You don't have a handle on the target audience, and what they'll find most valuable about the product, or the frame of reference the...
637 Views
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If your product team works in two-week sprints, how do you balance and prioritize each launch? In other words is a "release" always a "launch" and how do you differentiate and treat each?
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.
Inngest Head of Marketing • 3y
Good question! Mindset shift suggestion: Every release, or update, or upgrade is a launch. BUT there are different tiers of launches which enable us to provide a very low...
351 Views
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Inngest Head of Marketing • 3y
I use 30 day adoption as the primary KPI for measuring launch success (did we target the right audience with the right message and make it painfully obvious to do the thi...
1092 Views
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Inngest Head of Marketing • 3y
I think everything new in the product is launched to some degree, but we do use a launch tiering system— Tier 1 to Tier 3. I've seen this model at other organizations and...
1605 Views
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What’s have been the most valuable projects for sales team that they directly leveraged to close more business
Examples could be ROI analysis, battlecards, demo deck, etc
Inngest Head of Marketing • 3y
Detailed use case stories. Not just case studies--not "customer in healthcare vertical uses us to ensure data is correct" but the nitty gritty details--"Customer in he...
1446 Views
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Inngest Head of Marketing • 3y
Curiosity and a desire to be understood. These two qualities over nearly everything else. You can easily learn the frameworks--steps for a successful launch, format for a...
1844 Views
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Inngest Head of Marketing • 3y
I wish I was able to ask this person to expound a little more on this one! I'm not entirely sure what's being asked but my top tips for developer-focused messaging during...
1248 Views
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