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Priya Kotak

AMA: Figma Product Marketing Lead, Priya Kotak on Product Launches

February 24 @ 9:00AM PST
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Figma Product Marketing Lead, Priya Kotak on Product Launches
Top Questions
How do you test messaging before launching a new product? What are different approaches that would help us be confident about the message that would result in better conversion?
I took a survey and in person interviews with customers and did different exercises but I am wondering what would make me more confident about the message
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
I’m a big advocate of getting messaging in front of customers and potential customers directly. Here are a few ways I’ve done that recently: * Test messaging in product betas: At Figma we often launch features to a subset of customers in beta before making them generally available. I like to......Read More
6044 Views
1 request
What methods or tools do you use to do in-product marketing (to users while they are in your product's dashboard)?
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
At Figma we use a few different types of in-app messaging to reach users depending on what information we’re sharing. While in-app messaging can be a great way to reach users, it can also be distracting — PMMs work closely with their product and design counterparts to determine whether in-product......Read More
856 Views
1 request
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.
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
Methods for keeping everyone up to date will vary from company to company, based on the communication norms in place. At Figma, here are some of the ways we keep internal teams up-to-date today: * Push out internal comms: At Figma, we primarily use Slack over email. We have a channel called ......Read More
672 Views
1 request
What's the difference between a good launch and a great launch?
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
As teams scale and more processes are put into place to streamline go-to-market, PMMs can become overly reliant on launch playbooks. We’ve all been there — you identify the tier, fill out the launch plan, and start working through the corresponding checklist of tactics. In many cases, this will r......Read More
1118 Views
8 requests
What do you think of a public product roadmap for the customers as part of product marketing?
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
I’m generally in favor of being transparent with customers when it comes to the product roadmap. It can be a great opportunity for Account Managers to engage with customers ahead of renewals and expansion conversations. There are a few things to keep in mind when doing so: * Include a safe harb......Read More
581 Views
1 request
If you have to improve the adoption rate of a SaaS product, where would you start?
Like what are the first things you would check/do?
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
A common pitfall when trying to improve feature/product adoption is to jump straight into tactics. This often results in emails and in-product messaging that doesn’t have the intended impact, and annoys users. I like to start by better understanding the users that have adopted a feature/product.......Read More
2021 Views
2 requests
What is the best way to choose/prioritize channels for a product launch?
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
This always starts with defining your audience. Once you know who you’re trying to reach, you can prioritize the best channels to reach them. There are two questions that I try to answer before I jump into channel strategy: 1. Will this feature drive new user acquisition or adoption within our ......Read More
1370 Views
2 requests
How do you measure success when launching a second product? Are you focused on current customer adoption or new customer adoption?
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
Measuring success starts with defining what success looks like. This is most successful when it’s a cross-functional effort, and teams across the organization are bought in. Ahead of launch you should align on a metric. This will differ from product to product. You need to figure out what metric......Read More
972 Views
1 request
When you go from a single product company to a multi-product company, how do you successfully launch a cohesive narrative?
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
I believe the key to having a cohesive launch narrative comes down to putting your new product into context of your existing product(s). While each product will need its own positioning, and may even appeal to different audiences, an overarching narrative can help tie everything together. We rec......Read More
1193 Views
1 request
We're launching a second product at my company, and I'm struggling to get sales to prioritize selling it. How do you motivate and incentivize your sales org to prioritize this new product?
Priya Kotak
Priya Kotak
Figma Product Marketing • February 23
In April 2021 we launched our second product, FigJam, into beta, allowing anyone to use it for free for 10+ months until we released it as a paid product. Here are some ways to get Sales excited about selling a new product: * Make it clear why they should care: This might sound obvious, but a b......Read More
1551 Views
2 requests