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AMA: Airbnb Head of Global Product Marketing, John Gargiulo on Product Launches
November 30 @ 10:00AM PST
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Airbnb Head of Global Product Marketing, John Gargiulo on Product Launches
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John Gargiulo
Airbnb Head of Global Product Marketing • December 1
Great question. Post-launch is the most underrated parts of the cycle. You've spent months aiming the rocketship, putting fuel in the tank and blasting off - now you've got to steer. Let's break it down into three steps: 1) ANALYZE The first thing is to immediately begin watching not just usa......Read More
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How important are brand marketing skills for product marketers compared to analytical skills?
There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.
John Gargiulo
Airbnb Head of Global Product Marketing • December 1
It's funny, I've been working on a deck looking at exactly this question. It's fascinating how much it varies from company to company. We're moving to a place where the distinctions between product marketing and brand marketing are becoming increasingly blurry. Think of it as simply different pro......Read More
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John Gargiulo
Airbnb Head of Global Product Marketing • December 1
SUCCESSFUL: - At Bluestacks in 2011, we were gearing up to launch software that let you run any Android app on a Windows PC. I had letterpressed wedding invitations made for the union of Android and Windows and sent them to around 100 thought-leaders in tech including Steve Jobs, Bill Gates, ......Read More
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John Gargiulo
Airbnb Head of Global Product Marketing • December 1
B2B - The foundation of any successful launch is a compelling insight. This is especially true in B2B. To get to that golden nugget, even if you have a research group and/or an awesome, collaborative sales team - meet the customers. There is nothing like first-hand experience when it comes to......Read More
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John Gargiulo
Airbnb Head of Global Product Marketing • December 1
Research is so important. The closer you are to your customer, the more credibility you have. If you're fortunate enough to have a research org at your company, even better. My first weeks at Airbnb were in large part spent sitting in with the research team as they interviewed our users. In ......Read More
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John Gargiulo
Airbnb Head of Global Product Marketing • December 1
It's always easier to sell in new things to an existing audience than try and build a new one. It also depends on your philosophy. If it is like Airbnb's original, "Get 100 people to love you rather than a million people to sort of like you," you should focus on your existing users. If you feel l......Read More
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John Gargiulo
Airbnb Head of Global Product Marketing • December 1
Great question. Having a compelling insight into why a product is truly worth using is arguably the most important part of a launch. A launch is like building a tower. If the ground underneath is soft, it's not going to end well. Finding solid ground is easier said than done. Sometimes there is n......Read More
4130 Views
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