AMA: Notion Former Head of Marketing, Camille Ricketts on Product Launches
February 20 @ 10:00AM PST
View AMA Answers
Notion Former Head of Marketing, Camille Ricketts on Product Launches
Top Questions
Camille Ricketts
Emergence Capital Operating Partner - Marketing • February 20
First of all, sometimes product launches are about existing customers. Maybe you're launching something meant to dramatically improve their experience, or help them expand their engagement with the product. In those cases, they are your primary audience and all of your comms should be shaped to i......Read More
1648 Views
1 request
How do you decide when a product launch has ended in order to determine the success of the 'launch'?
Product is being iterated all the time, so where exactly do you consider to be the end of a product launch period.
Camille Ricketts
Emergence Capital Operating Partner - Marketing • February 20
It's critical that you define success metrics ahead of launch because they should guide every facet of your plan. You never want to get to the end and think, "Okay, let's mine some data to see how we did." That's how you end up with a bunch of vanity metrics... or numbers that aren't necessarily ......Read More
2010 Views
1 request
How do you balance product development's desire to quickly ship products with marketing's desire to tell a compelling story/narrative? Have you had to influence release planning in order to have a more compelling narrative come launch time?
At times, waiting to announce a feature or product can lead to a much more impactful product launch. This can require patience on the organization's part. Think rolling releases vs. batched releases.
Camille Ricketts
Emergence Capital Operating Partner - Marketing • February 20
We haven't run into too many traffic jams yet with this. One thing that has proven very helpful is categorizing releases into three types: minor release, notable release, big launch. We have standard marketing activities associated with all three. For instance, a minor release gets a release note......Read More
1086 Views
5 requests
Camille Ricketts
Emergence Capital Operating Partner - Marketing • February 20
I think it depends on your audience, product, and goals. What do you want your audience to really understand about the product you're shipping? Do you want them to perceive that you are constantly shipping new things? Is part of your competitive advantage that you're building product faster than ......Read More
1757 Views
4 requests
Can you share any experiences around putting spend behind bigger launches?
Or, some of the tactics used (traditional or otherwise) for splashier launches you've been a part of
Camille Ricketts
Emergence Capital Operating Partner - Marketing • February 20
Whenever you start planning a larger than average launch, you should kick things off by understanding who the audience is for this launch. Is it all your users or a subset? And what do you want to motivate them to do? If you're successful, what is it that changes? Do you get more signups? Deeper ......Read More
1353 Views
2 requests
What does internal communication look like leading up to a product launch? How are teams looped in?
Do teams have their respective launch lists? Is there a weekly meeting leading up to the launch?
Camille Ricketts
Emergence Capital Operating Partner - Marketing • February 20
The most helpful thing to do here is to have a single point person to talk to on each team involved in the launch. In our case, we have a "most knowledgeable person" on marketing, product, community, and sales (if it's relevant). These people are responsible for cross-team communication about the......Read More
1915 Views
4 requests
Camille Ricketts
Emergence Capital Operating Partner - Marketing • February 20
The only way to figure out what channels reach and influence your audience is to ask and observe them. You have to do both - ask and observe. Asking is helpful. Most people can tell you where they hang out online, or how they heard about recent product purchases in their lives. But they often won......Read More
1888 Views
1 request
Camille Ricketts
Emergence Capital Operating Partner - Marketing • February 20
We've benefitted significantly from having a user education specialist on the marketing team. Fantastic individual named David Tibbitts, who joined marketing from our community support team. Today, he owns social media (including Twitter support), user education (help center articles), and produc......Read More
1818 Views
2 requests
Upcoming AMA's
Shopify Senior Product Marketing Lead, Stephanie Kelman on Product Launches
July 25 @ 10:00AM PST
Register
BILL Sr Director, Product Marketing, Kelly Kipkalov on Go-To-Market Strategy
July 23 @ 10:00AM PST
Register
Show All