AMA: Patreon VP of Product and Growth Marketing, Erik Eliason on Product Launches
May 22 @ 9:00AM PT
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Warp Head of Growth | Formerly Shopify, Square, startups • 1y
Educate exec and XFN: is there an internal understanding of what PMM does? Are the expectations just to launch the product? Most likely not. Getting a 360 understanding o...
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Warp Head of Growth | Formerly Shopify, Square, startups • 1y
First, it’s important to understand why you may do a % rollout for GA launches. Typically its related to:Risk Mitigation: detect and fix potential bugs or user experience...
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What tactics do you use to effectively incorporate new, creative aspects into product launches that can so easily become routine and mundane?
In the SaaS world especially, I feel like it's easy for PMMs to fall into the pattern of checking off the "traditional" product launch activity boxes. This may be because of limited bandwidth and resources or restricted budget, which can ultimately keep PMMs doing the same things that have previously worked. For me, this has often stunted my creative aspirations, and led me to feel more like a project manager than a standout Product Marketer.
Warp Head of Growth | Formerly Shopify, Square, startups • 1y
PMMs are often under-resourced and the ‘check the box’ launch can be all too common if you don’t get in front of the launch early. It's essential to focus on uncovering k...
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Warp Head of Growth | Formerly Shopify, Square, startups • 1y
Depending on your budget and target audience, there are a number of activities you can do. Principally, you should have a POV on how explicit you want to be promoting the...
536 Views
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Warp Head of Growth | Formerly Shopify, Square, startups • 1y
It depends on the scale of the launch, but I would generally use the following process: Get Specific on Your Target Audience: Customer Segmentation: Identify key se...
802 Views
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Warp Head of Growth | Formerly Shopify, Square, startups • 1y
I would synthesize it into 3 things: Start with the end in mind: if this launch goes well, what does it mean for the product, the company, and customers? In 6 or 12 mon...
565 Views
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Warp Head of Growth | Formerly Shopify, Square, startups • 1y
While challenging, the upside here is you know your constraints – timing of the event, what you’re launching, and resourcing. For something like this it’s important to be...
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Warp Head of Growth | Formerly Shopify, Square, startups • 1y
I generally think PMM responsibilities fall into three buckets:Inbound - shape what is build and how it’s talked about Launch - announcing new products and features Outbo...
980 Views
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