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Madeline Ng

AMA: Google Head of Marketing, Google Maps Platform, Madeline Ng on Product Launches

September 28 @ 9:00AM PST
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Google Head of Marketing, Google Maps Platform, Madeline Ng on Product Launches
Top Questions
How do you track and sequence the activities leading up to a product or feature launch?
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps Platform • September 29
The key here is to invent the wheel once, and then modify it if and when there are changes to the type of launch. This will make your life a lot easier and more predictable, and help all the stakeholders you work with also have an easier time. We start each launch with the same playbook - a se......Read More
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2 requests
How to communicate big changes in product when these changes have some benefits but require a big effort from your customers to enjoy them?
For example: your customer need to migrate from an old API to a new one.
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps Platform • September 29
My initial reaction to this question was - why would you do this? :D If you are asking a customer to make a big effort, your overall benefits should far outweigh the work needed to achieve it. So instead of "some benefits, big effort" you're really targeting "some effort, big benefits." But I ......Read More
3119 Views
1 request
Beyond email, what other channels have you found most effective and/or impactful in terms of communicating with users?
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps Platform • September 29
This is a really interesting question! I work in B2B and always think about the channel relative to the goal of the message. For broadcasting a message to the widest possible audience, I find comms/PR to be a very effective way of communicating with users. If you're looking to gain reach and h......Read More
3003 Views
1 request
What are the key things to consider post-launch? What standard metrics are important to track to measure success and what teams (and at what cadence) are important to connect with post-launch?
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps Platform • September 29
Landing is everything, but can oddly become an afterthought in the eyes of an organization. It just doesn't have the same sizzle as a launch, right? But landing is where you get the business impact and that is, after all, our goal. "Standard" metrics are a bit challenging to identify because t......Read More
2974 Views
1 request
How do you think about product launches for big strategic bets, when the product isn't "there" yet?
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps Platform • September 29
It sounds like this conversation is around pre-launching products that need to go live to further the company or portfolio's narrative among your customers, or other key opinion formers in your space. I believe you can only launch a product once. Pre-launches are tricky because you get one spl......Read More
2988 Views
1 request