AMA: RingCentral AVP of Product Marketing, Esther Yoon on Product Launches

Audience. Know your audience. It's cliche. I'm still going to say it again - KNOW your audience. What/who influences them? Where do they get their information? What does ...

I only have one that I can think of that holds true for all types of products:Write a mock PR to have a clear understanding of the message you (and your team) want to lan...

Hands-down, Zoom Hardware as a Service. The messaging and positioning were quite simple, definitely the easiest part... the hard part was steering a purely SaaS company t...

I like to have the flexibility to do both. But, if you see it as this or that, the latter ("Faster search is here") is designed to be a delightful surprise, the former (m...

Every company has a different PMM philosophy so it's really important to dig deep into this whenever you're interviewing. On my team, where I run core product marketing ...

I'm going to break this out into two questions: How do you tier launches?Launches are tiered based on business impact (yes, I know, very "captain obvious.") My whole poin...

For iterative releases, I spend the most time around developing and optimizing the operational rhythm. It's about effectively managing velocity and continuously refining ...