AMA: Pendo.io VP Product Marketing, Jackie Palmer on Product Launches
October 30 @ 10:00AM PT
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👋 Jackie Palmer
I am an accomplished product marketing leader with 20+ years of experience in product strategy, product marketing, and product management for fast-growing software companies. As a hands-on leader, I love to build and mentor teams and am an expert at cross-functional team building, bridging the technical and non-technical divide.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
Similar to many other PMM teams I think, we group our launches by levels. In my previous company we called these Gold, Silver, and Bronze where a Gold launch was somethin...
1426 Views
3 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
This is a question near and dear to my heart because at Pendo, we use our own product to announce our new products and features in our application! Nowadays there are lot...
707 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
I think the best launches I've done tied directly to a value-add or customer painpoint. When I think back, the most impactful launches weren't because we wanted to releas...
572 Views
3 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
This is something many people forget about - you have to keep measuring impact after a launch! Especially if your sales cycles are longer. Yes there is the set of metrics...
542 Views
3 requests
How do you think about bundling or 'holding' launches for a regular launch cadence vs releasing when ready?
What approaches have you tried, and did they work? How did you get buy in from the product team?
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
This is a question that comes up at every company I work with or talk to. As product teams have moved towards continuous delivery, there's a desire to just launch new fea...
708 Views
4 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
This is an interesting question because for an acquired product you need to address three audiences: your existing customers, the existing customers of the acquired produ...
631 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
You might think that the two are related but in fact they do not have to be! In this era of continuous releases, there's nothing that says your launches and your product ...
587 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
The best approach when pulling together a cross-functional team for a product launch, either cross-marketing, cross-company, or both, is to have a solid launch plan with ...
533 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
This has to start from the top. Make sure your product marketing leader is connecting with the leaders of other departments like sales/revenue, product management, other ...
1282 Views
1 request
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.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
I definitely agree that sometimes you can start to feel like a project manager vs a product marketer. This often happens when you have consistent releases and lots of the...
543 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
As a self-professed planner, my top piece of advice is to make sure you stay on top of things with some sort of tracking mechanism, whatever works best for you. That said...
543 Views
1 request