Alissa Lydon

AMA: LogDNA Director of Product Marketing, Alissa Lydon on Product Launches

May 5 @ 9:00AM PST
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LogDNA Director of Product Marketing, Alissa Lydon on Product Launches
Top Questions
How can I use data for creating an ICP (instead of just relying on SMarketing brainstorming sessions?
There has got to be a better way to develop an ICP for ABM. I get the value of teamwork and collaboration, but sales people are (understandably) biased, and more importantly "classically conditioned" over time.
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
Let the data tell the story of your ICP! Use your existing customer base as a starting point. Take your best customers and look at them in aggregate - what patterns emerge across industries, company size, tooling adoption, maturity indicators, etc.? From there, you have a great base to help infor......Read More
930 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
One word: retrospectives! For me, the success or failure of a single launch isn't as important as what we learn along the way. However, in every company I have been at this has been the hardest thing to implement consistently - especially in high-growth organizations where it feels like you are s......Read More
346 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
I always tell my PMs that the earlier PMM is looped into feature development planning, the better. Of course, we want enough lead time to prep for a successful launch. But even before we think about the launch, PMM should bring their insights to the table when the team is in the planning stages. ......Read More
305 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
For new products and major features, I find it invaluable to go through a complete messaging exercise. This is an iterative process that involves collaboration with Product, Marketing, and Sales. I've developed a template for this over the years that combines the things I liked most from the past......Read More
983 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
There are two levers I think about when deciding how we should measure launch success: * Are users successfully adopting the product/feature? * Are we successfully attracting users to adopt the product/feature? The first bullet point is all about the product experience, and speaks to the part......Read More
731 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
Just like in marketing, sales enablement is all about knowing your audience. At the top level, that means understanding what motivates them (i.e. closing more deals, expanding existing customer base, etc.), and tailoring your enablement to help them understand how a new product/feature will help ......Read More
845 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
For organizing and keeping track of launch activities, I created templates that I have carried with me from company to company. They contain all of the best elements from past launches (both my own and other PMMs I have learned from). And frankly, there is nothing fancy about them - they are most......Read More
802 Views
2 requests