AMA: Route VP of Product Marketing, Aliza Edelstein on Product Launches

This is a great question. When I worked at SurveyMonkey, I worked on the launch of TechValidate after we acquired them (third-party validated customer testimonials), and ...

There are two great resources I highly recommend, aside from Sharebird (which contains a true wealth of guidance):Reforge’s Product Marketing courseProduct Marketing Alli...

Pre-launch: Communication is strong. Teams are hitting the milestones they’ve set.Post-launch: Metrics are tracking positively toward the goals you set. Someone asked ano...

Make it as easy as possible for your customers. Cannot emphasize enough that every decision you make should be prioritizing the customer journey and imagining how it will...

I’m going to answer your question indirectly first: Going from a single product company to a multi-product company is a big shift, not just in your business goals but als...

This is a 3-part question, so I'm giving you a 3-part answer:1) The best tools:I’m going to answer the “tools” part of your question by talking about four documents I fin...

General answer: Revisit how the initial launch(es) performed. Scrutinize what worked well and what didn’t. How can you leverage those learnings to improve how you plan th...

First, I always tie it back to a company OKR. The launch should be in service of at least one of them.Second, I typically work cross-functionally to determine the goals.W...

It’s a great question, and I answered this in part above. To elaborate on setting benchmarks, you’ll want to work with your cross-functional partners (across Product, Fin...

This is a great question and I’ll share an answer, but it’s a topic I’d encourage you to discuss with your manager if you’re looking to grow from an individual contributo...

One of my favorite expressions is “repetition doesn’t spoil the prayer.” Communication—or lack thereof—is the element that makes or breaks launches (or really anything in...

It looks like Loom has ~250 employees (according to LinkedIn), raised a total of $203.6M in their series C in 2021 (according to Crunchbase), and was valued at $1.53B. I’...