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AMA: Privy VP of Marketing, Daniel J. Murphy on Product Launches
September 22 @ 10:00AM PST
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Privy VP of Marketing, Daniel J. Murphy on Product Launches
Top Questions
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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." Instead, start with what strategic goals your company is trying to solve. Okay, it's churn. So how will this new launch help with ......Read More
1753 Views
1 request
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 built for you." If you're an enterprise sales motion, selling annual contracts this might not be as important for you, but capt......Read More
620 Views
1 request
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 of the positoining. Copy and paste call transcripts into the positioning deck. Better to use their words than make up your ow......Read More
1209 Views
2 requests
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 team, just spend time practicing and covering all the details. The launch plan is created in an internal wiki (whole com......Read More
709 Views
2 requests
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 it will help CS save customers, etc. Not just at meetings but on Slack every week too. Share updates, share customer feedb......Read More
838 Views
2 requests
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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) focused on helping grow a new product Your launch goal should be a short term focus: book 50 sales demos, get 200 cust......Read More
1245 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
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 attention and focus for one thing in the short term. But how to get long term results: have a plan to continue building momen......Read More
821 Views
1 request
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 results: have a plan to continue building momentum. Like for a new product, you want to continue building momentum with conten......Read More
1051 Views
2 requests
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 the produc team gave them vs. coming up with messaging for your target customer 3) Trying to do too many things (emails, conte......Read More
1053 Views
1 request
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 combat that is to start building an audience earlier than your launch. Start talking about the problem you are solving with your pr......Read More
1093 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?
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 quarterback since you have to pass the ball, run the ball and organize with so many other people. The role really is ownership of......Read More
1064 Views
5 requests
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?
Daniel J. Murphy
Marketing Strategy Consultant • September 22
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 good example of this. Partnering with numerous other marketing tech companies can be your growth strategy, that's how a lot of com......Read More
1183 Views
1 request
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