AMA: Iterable Former Director of Product Marketing, Jeffrey Vocell on Product Launches

I feel like the answer to this could be it's own book. 😊 Ultimately, a PMM should be the "quarterback" of a launch and should be driving success at each stage. From the ...

I think I eluded to some of these in the answer below on tracking the success of a product post-launch, but to summarize: Product Launches: Awareness: PR mentions, orga...

Good question. I typically look at 90-days post launch as the end point. Ideally all of the key teams within marketing - like product marketing, content, brand, social, d...

Oof, I’m not sure I want to relive those memories! I think every product launch is an opportunity, there are new challenges that arise and problems to solve. I’ve led and...

Yeah! Look at all the ways your company communicates with the market. Talk to various people across the business - PR, CSMs, Support, and others. You will find ways to pr...

It really depends on what you’re launching, where your product fits into the customer’s journey, and the broader market. Generally speaking I think really large notable p...

I think every product marketing team should! Ultimately, at Iterable we have 3 key documents: Product GTM Launch Plan - This is a spreadsheet that includes every team in...

Yes! At HubSpot we had a template for this, and I’ve created one at Iterable as well. I think there are a few phases of a launch that include different people from your o...

This is something I discuss with a lot of product marketing leaders because we naturally want to figure out how to do better. I’ll offer 3 mistakes I see a fair amount - ...

It depends on the launch, but I will usually do a mix of these:Customer Research: Talk with existing customers, or survey your existing customer base (or a segment of it)...

This is a great question. I think there are a few ways of testing messaging effectively: Ask one rep, or a small team, to position your product in a specific way. This i...

Your positioning and messaging should be written in parallel with development, and ideally should be finalized before the product goes into a wide beta. But if you're wo...

Great questions. Product Marketing should be involved, or at least aware of, every launch in my opinion. I think it's important to establish launch levels, or some proces...