AMA: Figma Senior Director of Product Marketing, Stephanie Zou on Product Launches
December 3 @ 10:00AM PT
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Figma Vice President, Product Marketing • 6y
Email me at szou@figma.com and let’s talk more so I can better understand your use case? 🙂 In general, I’m a fan of rolling thunder launches (aka a collection of feature ...
3219 Views
3 requests
What are some methods (e.g weekly company-wide emails) that the PMM team helps to keep the entire company informed on what was released this past week/month and the upcoming releases? How do you get the Product teams to help contribute to these updates?
There have been scenarios in the past where different teams (e.g customer success) across the company were not informed of releases promptly and it caused a lot of confusion/chaos.
Figma Vice President, Product Marketing • 6y
I believe that it’s the PMM’s responsibility to make sure your internal teams are informed about a release. If your internal teams aren’t well-versed in what’s new, how d...
4252 Views
5 requests
Figma Vice President, Product Marketing • 6y
Here are a few questions I would ask...1. What’s the goal for your launch? Is it a new product/feature that’s going to bring in more revenue or new signups? Is it a catch...
13688 Views
6 requests
Figma Vice President, Product Marketing • 6y
I think one of the best parts of being a PMM is you get to bring a bunch of different people/teams together to work towards a common goal. I’ve probably done more launche...
4715 Views
2 requests
Figma Vice President, Product Marketing • 6y
Launching the Figma Community. Some quick context: Figma Community is a space where individuals and brands can create a public profile and publish design files to the wor...
7180 Views
4 requests
Figma Vice President, Product Marketing • 6y
The answer you’ve probably heard many times before (but I will say it again because I believe it): I believe PMM should be a critical partner to product as early as the p...
3503 Views
5 requests
Figma Vice President, Product Marketing • 6y
At all the companies I’ve been at, the one consistent segmentation lens has always been company size. Bigger company = more people = more licenses you can sell. Other l...
4560 Views
2 requests
Figma Vice President, Product Marketing • 6y
For me, the most helpful thing is to talk to customers. Here's an example of something I recently did to help inform messaging that hopefully sparks some ideas for you. ...
13858 Views
4 requests
How do you balance product development's desire to quickly ship products with marketing's desire to tell a compelling story/narrative? Have you had to influence release planning in order to have a more compelling narrative come launch time?
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.
Figma Vice President, Product Marketing • 6y
Most often than not, features are going to get cut in what product ships. It's probably going to be more MVP than everyone had hoped for. I'm a fan of leaning forward and...
2913 Views
3 requests
Figma Vice President, Product Marketing • 6y
Philosophically, I'm a fan of a "full-stack" PMM model where they look after their product area end-to-end. We have one product at the moment, so our PMMs are aligned by ...
7645 Views
2 requests