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Aneri Shah

AMA: Ethos Head of Marketing, B2B, Aneri Shah on Product Launches

May 21, 2024 @ 10:00AM PT

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  1. What's the most effective way you've found to introduce/launch new features within the product UI?

    Aneri Shah
    Aneri Shah

    Ethos VP Marketing | Formerly Meta, Microsoft • 2y

    I'm a huge fan of in-product education software like Pendo or UserPilot - they allow you to create personalized, triggered, guided, targeted education flows that are highly effective - much more so than just a pop up and banner. And better yet, they're highly measurable and actionable - we even pass the data off to our Sales/Customer Success teams so they can use it to prioritize their outreach.

    658 Views
    2 requests

  2. How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?

    Aneri Shah
    Aneri Shah

    Ethos VP Marketing | Formerly Meta, Microsoft • 2y

    Get involved early in the product lifecycle through strategic inbound: Broadly, PMM work comprises of inbound strategic inputs, launches, and outbound marketing. Organizations that don't understand that tend to oversimplify and end up putting PMM in the position of the "launch arm of the feature factory". The best way to overcome this is by demonstrating value far earlier in the product lifecycle by informing what the product team should be building, and why it is important. You can do this thro ...Read More

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    2 requests

  3. What are some unique external (customer facing) activities you include for promoting a new product?

    Aneri Shah
    Aneri Shah

    Ethos VP Marketing | Formerly Meta, Microsoft • 2y

    I gave away a Mustang! We launched a significant new product in October 2023, 3 months before the most major industry convention. Our goals were to: 1) drive usage and early adoption at launch, 2) make a big splash to earn share of mind in a cost-effective way at the event, 3) clearly position our product as "fast" and "sleek" relative to competitors. We ended up getting a prime space to show off our branded Mustang right outside the event for 3 days, and then raffling it off on the main stage t ...Read More

    449 Views
    1 request

  4. What's the 'do not miss' piece of advice to give for PMM's for product launches?

    Aneri Shah
    Aneri Shah

    Ethos VP Marketing | Formerly Meta, Microsoft • 2y

    Find the magic in the launch. It's so easy to go through the checklist of activities and spend months getting every little detail right for a launch, that we sometimes get too in the weeds and forget to take a step back and think about that 'aha' moment that will make the launch feel magical to your ICP. Assume they'll see your email, and read your blog post and click your push notification and so on - what is it that makes their eyes light up? What makes them want to go talk about the launch to ...Read More

    813 Views
    2 requests