AMA: Drift Senior Director of Product Marketing, Aurelia Solomon on Product Launches
December 1 @ 10:00AM PST
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Drift Senior Director of Product Marketing, Aurelia Solomon on Product Launches
Top Questions
Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
Yes! I love this question. Betas are SO important. I think all 3 are great options. It depends what you are looking for. If you're doing a large Beta (50+ customers) I would rely more on surveys so you can get more feedback, faster -- and then hand pick a number (say 10) for deeper dive phone con......Read More
449 Views
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Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
It's important to get cross-functional representation for every product launch. As product marketer, you lead the launch, and there will be more marketers on your team than other departments because they do most of the promotion (web, creative, content etc). But for the rest, I like to get a ......Read More
367 Views
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Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
I don't know if this counts as a tool but I would say your overall plan. Whether that's in a gantt chart, excel, slide deck or Asana (or any other project management tool), it's critical that you have a full view of your launch plan from Day 1 to Launch day -- and then the promotional activities ......Read More
356 Views
1 request
How do you manage the internal communication of releases?
Any tips for this to happen recurrently and clearly for all stakeholders who need to know this information in advance?
Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
We communicate product releases via a number of channels: On-demand training for sales & cs, in-app messaging for customers, live Q&A day training for sales & cs, customer email, and monthly customer newsletter. It's important to stick to a consistent communication process and release cadence so ......Read More
342 Views
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How does a product launch differ depending on the size of the company?
How does a lean small startup launch look different than a product launch at a place like Loom?
Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
You can read my answer about taking a Tiered approach in one of the other answers. If you're a lean start up, I would suggest focusing on doing just 2 Tier 1 launches a year, and sprinkle in two Tier 2s throughout the year (rather than the 3 Tier 1s 3 Tier 2s I recommend for a more mature company......Read More
417 Views
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How do you think about bundling or 'holding' launches for a regular launch cadence vs releasing when ready?
What approaches have you tried, and did they work? How did you get buy in from the product team?
Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
I think there are two different thing - and both important. I think releases shouldn't be random (like daily) because your CS and Sales teams, and most importantly, your customers, can't keep up with them. If so much is coming out all the time, your customers don't know about the new stuff. And w......Read More
474 Views
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Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
I look at leading and lagging indicators for product launches. Leading indicators are your marketing goals (website performance, ad performance, click-through rate, email opens, press pick-ups etc). And Lagging indicators are impact to pipeline (meetings booked, opportunities created, attach rate......Read More
672 Views
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Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
Great question! First, I shedule a kick off meeting. In this meeting... * I outline what product launch is, why we do it, and how it works at this company. I do this every time because there are always new people on your team who might not be familiar with product launch and it's importa......Read More
410 Views
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Once you have a go to market strategy in place, how do you "convince" everyone on the marketing team, and get the ball rolling around the strategy you've built?
I'm looking for functional/tactical tips please.
Aurelia Solomon
Salesforce Senior Director, Product Marketing • December 1
I know this isn't tactical, but I would make sure to include them in the product launch kick off meeting (which happens ever before you have your entire plan built) because it helps them understand WHY you are launching what you are launching and enables them to feel part of the journey - part of......Read More
729 Views
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