AMA: Iterable Senior Director of Product Marketing, Surachita Bose on Product Launches

In today's saturated market, merely having a great product isn't enough. Unique external activities are crucial for several reasons - differentiation, customer engagement, trust & credibility, viral potential, customer loyalty - some of WHYs that come to mind that bolster creating a lasting impression and relationship with your audience. The “HOW” totally depends on the context - varies by business vs consumer, industry segment, persona, vertical,type of product, complexity of product – to name a few. Some strategies and tactics that come to mind that my PMM teams have deployed to build awareness and value comprehension of new products are below - some are table stakes and some more unique to the given context: * Live Launch Events: Product showcase & Vision casting * Allow prospects & customers to experience the product firsthand in a dynamic and engaging environment. Live demos & compelling storytelling can significantly enhance value comprehension of your product. * Interactive Product Tours (VR/AR guided) * Create immersive experiences that allow customers to visualize the product. This has really picked up in the home design space with IKEA, West Elm, Amazon offering spatial visualization tools for their furniture. Sky is the limit for that might look like for a SaaS software offering. * Interactive Webinars and Workshops * Real story. At Uber, we ran a hackathon with Data scientists & Transportation planners to showcase the value of Uber Movement, a free open data platform that tracks traffic in cities! * Exclusive Sneak Peeks and Early Access Programs to Select Customers * Build anticipation and sense of privilege among early adopters or Select customers, who can eventually become brand ambassadors Some additional (more traditional) approaches include: * Customer Advisory Boards * Customer Stories and Case Studies * Buzz through Customer Contests and Social Media engagement * Influencer Partnerships for Product reviews & promotions * User-Generated Content Campaigns * Pop-Up Experiences and Demos * Web-Based Interactive Demos * Personalized Email Campaigns * Collaborative Webinars with Partners * Engagement Through Gamification

New product features seamlessly integrated and intuitively weaved within a product UI can be key levers for user adoption and satisfaction - starts with strong customer discovery, intuitive design and robust feature build. There is no band-aid fix for poor design. Once you've built the right product experience, you can start to think about shaping user habits. Think personalization, omnichannel engagement and reduction of cognitive burden when you think of approaches to drive user stickiness. Here are some ideas for driving awareness and product engagement - * In-app/surface messaging: Tooltips, guided product walkthroughs, announcement banners, contextual pop-ups, full screen takeovers for the in-the moment messaging have been THE MOST impactful in driving desired customer behavior especially in consumer apps. Examples: Uber rider app, Doordash app, Amazon are good examples of products that leverage in-app messaging effectively. * In-app Onboarding and Tutorials: Primary onboarding involves introducing the user to the app and guiding them to their "aha" moment, ensuring they become engaged and active users. Secondary onboarding focuses on maintaining user engagement, encouraging the discovery of new features, and increasing usage to drive revenue growth. Demos, guides and tutorials help guide users on product value and feature functionality. * Personalized & Omnichannel experiences: The best app onboarding experiences take the full user journey into account and involve cohesive messaging across multiple channels such as email, customer success outreach, self-service support, video walkthroughs, and more. Some excellent examples that come to mind include Asana, Headspace that understand the importance of personalization in the onboarding experience. * User Education & Support: Update your help center with articles, FAQs, and troubleshooting tips related to the new feature. At Iterable, we have a robust offering called "Iterable Academy" that provides a series of self-guided learning modules to help marketers build fluency with the platform as they design & orchestrate complex, multichannel campaigns. * Engagement and Incentives: Gamification techniques like badges or points encourage users to try out new features. Also, incentives such as discounts, free trials, or exclusive access can encourage users to explore & adopt new features. Remember "Farmville"? I maybe dating myself here. The genius in how Farmville succeeded back in the day in getting so many people addicted was in how it handled commitments on a player's time: every time you played Farmville and planted a crop, you made a commitment to come back during a 12 hour window or so to harvest your crop, or else you forfeited your investment. While Farmville is no more, there is something to be learned about driving sticky user behavior through gamification. * Iterate, iterate, Iterate: Launch, test, learn and .... you guessed it .. iterate! Some of my favorite product UIs that I think are effective at driving user behavior are Blinkist, Duolingo, Asana and Notion - love these apps for their intuitiveness, versatility and catering to a wide range of user preferences.

So, you’ve launched your shiny new product—congrats 🥂 But, as any good Product Marketing Manager knows, the journey doesn’t stop there. Launching a product is like sending your kid off to college: the "invisible work" begins after they’ve left the nest! Post-launch success hinges on continuous tracking, feedback, and collaboration. WHO Matters: Stay closely aligned with Sales (eyes & ears on the ground), Customer Success (customer whisperers), Product (your favorite band), Marketing (your hype squad) and Analytics (your data detectives) to make sure it is all coming together as it should! Here’s your post-launch playbook to ensure your product thrives in the wild: Key Considerations Post-Launch * Customer Feedback Loops: Actively collect and analyze customer feedback through surveys, interviews, and social media monitoring. This helps in understanding customer satisfaction and areas for improvement. Think of it as product “aftercare”—like checking in to see how they’re liking their new toy and what tweaks might make it even better. * Product Performance: Monitor product performance to ensure it meets the expectations set during the launch. Address any bugs or issues quickly to maintain customer trust and satisfaction. * Adoption and Usage: Track how customers are adopting and using the product. Identify any barriers to adoption and address them promptly. * Market Response: Assess the market’s response to the product launch. This includes competitor reactions, market share changes, and overall industry feedback. It’s like reading the room at a party—knowing when to turn up the music or change the vibe. * Sales and Revenue: Evaluate the initial sales figures and revenue generated from the launch. Compare these against projections and adjust strategies as needed. Proof of traction is in the “proverbial pudding”! Standard Metrics to Track Post-Launch Customer Metrics: * Net Promoter Score (NPS): Measures customer satisfaction and loyalty. * Customer Satisfaction Score (CSAT): Gauges customer contentment with the product. * Customer Retention Rate: Tracks the percentage of customers who continue using the product over time. Usage Metrics: * Daily/Monthly Active Users (DAU/MAU): Indicates user engagement. * Feature Usage & Engagement: Tracks how often key features are used, providing insight into what is most valuable to customers. * Churn Rate: Measures the rate at which customers stop using the product. Financial Metrics: * Revenue and Sales Metrics: Includes total revenue, average revenue per user (ARPU), and revenue growth. * Customer Acquisition Cost (CAC): The cost associated with acquiring a new customer. * Customer Lifetime Value (CLTV): The predicted revenue a customer will generate over their relationship with the product. Marketing Metrics: * Conversion Rate: The percentage of users who take a desired action, such as making a purchase. * Return on Investment (ROI): Measures the profitability of marketing campaigns. * Website, In-app, Social Traffic and Engagement: Tracks visits, bounce rate, and time spent on the site, engagement with social posts. Support Metrics: * Ticket Volume: Number of support tickets generated, indicating potential issues. * Resolution Time: The average time taken to resolve support tickets. * Customer Effort Score (CES): Measures how much effort customers need to exert to resolve issues. To wrap up, the post-launch phase is all about staying connected, being responsive, and continuously improving. By keeping an eye on key metrics and maintaining regular touchpoints with essential teams, you ensure your product not only survives but thrives.

Hey PMM tribe - We all know launching a new product without buyer personas is like throwing a party without knowing who’s on the guest list! You can always hire a research agency to do this for you (if you have deep pockets!) but here is a scrappy guide to building personas yourself to get the job done in this new “era of efficiency”! Step 1: Research, Research, Research: Start with comprehensive research to understand your market. Dive into demographic data, customer surveys, and industry reports to gather insights. Step 2: Customer Interviews and Surveys: Talk to real people! Conduct interviews and surveys with your current and potential customers to gather qualitative data on their preferences, pain points, and behaviors. Step 3: Segment Your Audience: Based on your research, segment your audience into distinct groups with shared characteristics. This helps in creating targeted and relevant personas. Step 4: Create Detailed Persona Profiles: Develop detailed profiles for each persona, including demographics, goals, challenges, motivations, and preferred communication channels. Give them names, backstories, pains & frustrations - make them real to make them more relatable. Step 5: Validate and Refine: Validate your personas with additional research and feedback from your sales and customer success teams. Refine them based on new insights to ensure accuracy. Step 6: Align Your Team: Share your personas with your cross-functional stakeholders & team to ensure everyone is aligned and understands who they’re targeting. This ensures consistency in messaging and strategy across all departments. Step 7: Integrate into Your Marketing Strategy: Use your personas to guide your storytelling, marketing strategies, content creation, product development, and sales tactics. Tailor your messaging to address the specific needs and preferences of each persona. As they say, "Right message, right channel, right time". In summary, creating buyer personas is both an art and a science. It involves understanding your audience so thoroughly that you can craft products and messages that resonate perfectly. Master your personas, and your brand's story will unfold like a blockbuster hit 🎬✨

Boosting the Product Marketing (PMM) function to be a strategic powerhouse, not just a product launch pad, is JOB #1 for any leader worth their salt. Ever feel like your Product Marketing team is the high-energy friend who’s always planning the parties but never invited to strategy meetings? Let’s change that narrative and elevate Product Marketing to the strategic rockstars they’re meant to be! 🎸 Here are some ideas from my toolkit (7-step power play) to elevate PMM to the next level: 1. Align with Business Goals: Tie P0 PMM activities directly to the company's vision and strategy - when PMM syncs with the broader business mission, it becomes a vital strategic partner. This involves understanding the company's vision, mission, and strategic priorities and ensuring that PMM activities directly support these elements. For example, PMM can present quarterly insights and strategic recommendations to the executive team, demonstrating their role in driving business growth and market success. 2. Master Market Insights: Equip the PMM team to lead with deep market, customer, and competitive insights - achieved through market research, customer interviews, competitive analysis, and trend monitoring. By unleashing this knowledge across the org, PMMs can provide the insights that influence product direction, positioning and overall GTM strategy. For example, during my time at Uber, our research with riders & drivers during COVID reflected a growing focus on sustainability & responsibility of business to drive a green mandate. This led to the launch of “Uber Green” rides on the platform and Uber’s sustainability mandate positioning Uber as a market leader in sustainable transportation - a significant business & reputational unlock for the rides business. 3. Early Involvement in Product Development to champion Value proposition: Don’t just call PMM when it’s time to hit the launch button - Product Marketing must earn a seat at the product development table from day one. This ensures that we understand the product’s vision, target market, and strategic goals right from the start. Shift focus from feature launches to powerful value propositions. Clearly articulate how your product uniquely solves customer problems and adds value. 4. Forge Cross-Functional Alliances: Imagine Product Marketing as the glue in your company's band—keeping Sales, Product, and R&D harmonizing in perfect pitch - promote tight-knit collaboration between PMM, Product Management, Sales, Marketing, Customer Success and Exec Leadership. Strategic partnerships amplify, influence and drive holistic growth. 5. Leverage Data for Decisions + Tie outcomes to metrics: KPIs aren’t just alphabet soup—they’re our secret recipe for showing just how much impact we’re making beyond the launch party. Use data and analytics to inform PMM strategies. Data-driven insights ensure that PMM recommendations are grounded in reality and impact. Establish clear metrics to measure the strategic impact of PMM activities. These could include market penetration rates, customer acquisition and retention metrics, win/loss analysis, and brand perception scores. Regularly review these metrics to assess and communicate the strategic value of PMM. 6. Thought Leadership: Position the PMM team as thought leaders both internally and externally. This can be done by publishing white papers, speaking at industry events, and sharing insights through blogs and webinars. Thought leadership helps establish credibility and influence within the organization and the market. 7. Executive Sponsorship: Ensure executive sponsorship and support for the PMM function. This includes having a seat at the leadership table and regular interactions with C-suite executives to align on strategic priorities and showcase PMM contributions. By implementing a combination of these strategies deftly in your org's context, the Product Marketing function can evolve from being seen as merely the "launch arm" to a critical strategic player that drives business growth and market success. Let's keep the conversation going - what have you seen in your organizations that has helped unlock your and your team's strategic PMM muscle?