AMA: Notion Former Head of Marketing, Camille Ricketts on Product Launches
February 20 @ 10:00AM PT
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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.
XYZ Venture Capital Partner & Head of Marketing • 6y
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,...
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XYZ Venture Capital Partner & Head of Marketing • 6y
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 percei...
2224 Views
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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
XYZ Venture Capital Partner & Head of Marketing • 6y
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 subse...
1787 Views
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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?
XYZ Venture Capital Partner & Head of Marketing • 6y
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 m...
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XYZ Venture Capital Partner & Head of Marketing • 6y
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 peop...
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XYZ Venture Capital Partner & Head of Marketing • 6y
We've benefitted significantly from having a user education specialist on the marketing team. Fantastic individual named David Tibbitts, who joined marketing from our com...
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XYZ Venture Capital Partner & Head of Marketing • 6y
First of all, sometimes product launches are about existing customers. Maybe you're launching something meant to dramatically improve their experience, or help them expan...
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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.
XYZ Venture Capital Partner & Head of Marketing • 6y
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...
2896 Views
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