AMA: Privy VP of Marketing, Daniel J. Murphy on Product Launches
September 22 @ 10:00AM PT
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Marketing Strategy Consultant • 5y
1) Waiting for something new from the product team to launch vs. designing a launch around a strategic company goal 2) Going to market with messaging that matches what t...
1118 Views
1 request
Marketing Strategy Consultant • 5y
The #1 thing is listening to customer calls. Or beta calls if you have someone selling the product before the launch. We use Gong.io for that. This is where I get most ...
1512 Views
2 requests
Marketing Strategy Consultant • 5y
First of all, don't try to prevent the short term spike! that's why you launch, to drive attention and focus for one thing in the short term. But how to get long term r...
1724 Views
2 requests
Marketing Strategy Consultant • 5y
Building an audience. It's hard when your company is new and people don't know what you're about, why they should care and often very little credibility. Best way to comb...
1596 Views
2 requests
In your eyes, what's product marketing's role in the launch? What's key to ensure it's smooth?
What are the key deliverables PMM provides? What gets handed off to other teams to run with and create?
Marketing Strategy Consultant • 5y
I've heard it described a few different ways: product marketer is the CEO of the launch, since you have to wear so many hats preparding for a launch, or you're the quarte...
1565 Views
5 requests
Marketing Strategy Consultant • 5y
Slack, wiki and weekly meetings. There's no one tool. But the approach is overcommunicate everything. Repeat information, go through a launch plan twice a week with the...
864 Views
2 requests
Marketing Strategy Consultant • 5y
You shouldn't be working on a product launch without a launch goal already set in place. Launches should be either: 1) focused on helping hit a strategic company goal 2...
1831 Views
2 requests
What are some key ways to preserve "launch momentum" after the actual launch to get more customers to use said launched product or feature?
Looking for strategy, tactics, stakeholder training, and examples
Marketing Strategy Consultant • 5y
Great question. I actually answered a similar quesiton above, here it is: First of all, don't try to prevent the short term spike! that's why you launch, to drive att...
899 Views
1 request
Marketing Strategy Consultant • 5y
This is not a great answer but the best approach for enablement is overcommunicating. Taking every opportunity to pitch the launch: why it will make sales more money, why...
1150 Views
2 requests
Marketing Strategy Consultant • 5y
Depends on your business model. If you're in SaaS and selling monthly contracts, do more launches regularly to keep your customer engaged "look at this new thing we just ...
696 Views
1 request
How does Product Marketing get involved with alliances, partnerships and marketing the integrations of a product with another product?
Does that role change if your alliance/integration partner is larger/better-known than yours is?
Marketing Strategy Consultant • 5y
Yes, 100%. That can be it's own role on a product marketing team, especially if you are building a platform and have a large partership ecosystem. Marketing tech is a goo...
1874 Views
1 request
Marketing Strategy Consultant • 5y
It's all about the process. Don't start with "we have something to launch and here's all the stuff we're going to do for this launch and NOW let's set a launch goal." Ins...
2377 Views
1 request