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AMA: Dropbox Former Vice President Product Marketing, Naman Khan on Product Launches
March 17 @ 10:00AM PST
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Dropbox Former Vice President Product Marketing, Naman Khan on Product Launches
Top Questions
Naman Khan
Personio Chief Marketing Officer • March 18
Great question! Far too often, major product launches end up being HQ centric, with launch events at HQ, customers on stage that are from the same city at HQ, execs that are all based in HQ etc. The irony is that for most SaaS companies, the majority of their customers are nowhere near the HQ! ......Read More
1547 Views
1 request
Naman Khan
Personio Chief Marketing Officer • March 18
First, I would start with the customer in mind, develop a clear understanding of who they are & what they care most about. If your target customer is an IT Leader in a large enterprise, they might be more open to regular updates & even expect them from their vendors. At Microsoft, we would send w......Read More
2338 Views
1 request
Naman Khan
Personio Chief Marketing Officer • March 18
PR can be a major component of a launch plan & your marketing mix. At Dropbox, our PR teams engage with the major media outlets that cover Dropbox, like Fast Company, Wired, Fortune etc to help them understand what we are launching, what it means to the market, how it adds value to our customers ......Read More
1109 Views
2 requests
Naman Khan
Personio Chief Marketing Officer • March 18
I’m a big believer in customer research as a part of the overall launch plan. It’s tempting to make decisions based on “I think” or “I like” but in most cases, the PMM is not the target audience so it’s important to balance a convicted point of view with actual customer signal. At Dropbox, we......Read More
2840 Views
5 requests
Naman Khan
Personio Chief Marketing Officer • March 18
One way to do this is build a launch plan that eliminates the “Big Bang” altogether :). When building your launch plan, craft a “Season of Launch” instead of a plan that is centered around a single moment in time (ie, when your product/feature is announced or generally available) and ensure your......Read More
1620 Views
3 requests
Naman Khan
Personio Chief Marketing Officer • March 18
There are 3 that I couldn’t live without: Total Project Manager (TPM): This is the “quarterback” of the launch, they own the master launch plan, ensure dependencies are captured, establish alignment & drive accountability. When I was at Salesforce, we assigned a TPM for Dreamforce every year fro......Read More
3145 Views
4 requests
Naman Khan
Personio Chief Marketing Officer • March 18
With the increase in remote work overall, it is becoming much more the norm for functions like PMM to be remote as well whereas even 5 years ago it was less common to have a PMM role based remotely. With any remote based role, I think making a greater effort to connect with your stakeholders beco......Read More
1514 Views
4 requests
Naman Khan
Personio Chief Marketing Officer • March 18
In terms of similarities, I think the craft of Product Marketing stays the same across B2C & B2B (SMB & ENT). The functional competencies required are generally consistent: Target Market Definition, Audience Definition, Pain Point/Needs Definition, Value Prop Definition, Core Messaging & Position......Read More
2767 Views
4 requests
Naman Khan
Personio Chief Marketing Officer • March 18
At Dropbox, PMM maps to the Product/Design/Engineering organization and reports into Marketing. Our pricing teams report into an adjacent team to Marketing and we have PMM's aligned to work on packaging. For the PMM team, we also focus on balancing the work we do with Product across "pre build" w......Read More
1781 Views
3 requests
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