AMA: Loom Head of Product Marketing, Julia Szatar on Product Launches
August 25 @ 10:00AM PT
View AMA Answers
How does a product launch differ depending on the size of the company?
How does a lean small startup launch look different than a product launch at a larger company
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
It depends on your resources and the skills of your team. A larger company might be able to tap into more channels successfully or might already have more users and so t...
1494 Views
1 request
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
A lot of companies use a Changelog for these smaller launches. Your most engaged users will subscribe to the Changelog and get notified when you update it. There are tool...
707 Views
5 requests
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
One question to start with is – is the goal to target existing customers or attract new ones (or both)? Then figure out where that audience is and how you can most effect...
1752 Views
9 requests
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
See answer about Launch Frameworks! Product announcements are a growth lever, and everything the product team ships is a marketing opportunity. But, not all opportunities...
1174 Views
1 request
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
This starts with aligning with the product on what this means for your product and company. This probably involves meeting live to discuss the product direction etc. Mor...
987 Views
2 requests
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
Product announcements are a growth lever, and everything the product team ships is a marketing opportunity. But, not all opportunities should be treated equally, especial...
870 Views
9 requests
What are uncommon reasons a product launch would fail or underperform?
There are common reasons like sub-optimal messaging or pricing, but what overlooked areas in the product launch process, if not addressed, can lead to failure, and how can product marketers de-risk those situations?
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
One example is not identifying a potential risk and failing to address it proactively, then having it flare up during the launch. We've had this happen before when we ha...
1190 Views
6 requests
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
We don't call it a pre-mortem, but we have two documents that help us facilitate constructive discussion. A GTM handover document that the PM fills out, and a product lau...
693 Views
2 requests
How would you set goals and marketing budget for the first product launch of a product-led growth, B2B SaaS company coming out of stealth when you were the first marketer?
The company already has some paid customers from beta and good funding.
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
This one is tough to answer without more details :) Some questions to ask yourself: Do we already have users and can we leverage them to drive new sign-ups? Through tes...
678 Views
1 request
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
Usually, your existing customers are the most impacted by pricing and packaging changes – so you may need to focus on communicating any updates clearly to your users. If ...
2763 Views
3 requests
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
There are three things to focus on: process, qualitative, and quantitative. A launch is very cross-functional – so you can ask yourself, how did the process go? Are there...
1649 Views
5 requests
How do you think about timing for launches and how much say do you have? Is there a strategy to try to maximize impact or is it based on when product will have it finished?
Also, how much impact do external factors have on launch timing (i.e. competitor launches, economic factors, and other forces out of your control)?
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
The general timing is mostly driven by the product team and then the specifics around it are driven by the PMM team to try to optimize. We want to launch as close to the ...
1137 Views
1 request