AMA: Salesloft Director of Product Marketing, Holly Xiao on Product Launches
May 28 @ 10:00AM PT
View AMA Answers
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?
HeyGen Head of B2B Marketing • 1y
Each organization thinks about this differently, and both approaches have pros and cons. Three things to think about here: market impact, efficiency/scalability, and cust...
568 Views
1 request
How do you refine your messaging and get the latest one adopted even after launch?
Often time when the launch goes general announcement (GA), everything seems finish. But obviously, launch is a series of events around a theme and it can last long after GA, especially in terms of messaging refining. But how do we keep the go-to-market team engaged to adopt it after launch?
HeyGen Head of B2B Marketing • 1y
This will require a huge amount of cross-functional buy-in and support. Change management is hard, but it can be done. For me, it’s important to start with the why and ov...
500 Views
1 request
HeyGen Head of B2B Marketing • 1y
This really depends on the main objectives of the launch. But here are some activities to consider:Launch retro: These are crucial because they provide an opportunity to ...
508 Views
1 request
HeyGen Head of B2B Marketing • 1y
This is such a good question. Product readiness is a critical factor that significantly affects the success of a product launch. But it’s a multi-faceted aspect that mean...
580 Views
1 request
HeyGen Head of B2B Marketing • 1y
Product marketing should be involved in the launch process as early as possible. In an ideal world, we’re involved before product development even starts to align on the ...
571 Views
1 request
HeyGen Head of B2B Marketing • 1y
This depends on your launch goals and the target audience. Start by understanding your target audience. Analyze their behavior and content preferences with surveys, socia...
487 Views
1 request
HeyGen Head of B2B Marketing • 1y
I’ll need more context to give you a better answer, but the launch seems to only target existing customers. Also, I’m assuming that you’re starting small with the rollout...
823 Views
2 requests
HeyGen Head of B2B Marketing • 1y
Teasers have worked really well for me. Start running teasers on social, emails, and ads about one to three months before the launch to build anticipation. Some organizat...
479 Views
2 requests
HeyGen Head of B2B Marketing • 1y
There isn’t a one-size-fits-all approach to introducing new features. The most effective strategy depends on the nature of the feature and how it integrates with the rest...
698 Views
1 request
HeyGen Head of B2B Marketing • 1y
When I reflect on my most successful launches, a few key elements stand out:Internal activation: This often gets overlooked because we tend to focus on the external splas...
442 Views
2 requests
HeyGen Head of B2B Marketing • 1y
I don’t think product launches should be directly tied to revenue targets, especially if the product doesn’t have its own SKU. Product launches are all about making a big...
449 Views
2 requests
HeyGen Head of B2B Marketing • 1y
Key considerations include tracking important metrics, maintaining regular communication with relevant teams, and optimizing for adoption/impact. Market response: Evaluat...
488 Views
1 request
HeyGen Head of B2B Marketing • 1y
This is tough, but it really starts with earning the trust and respect of your key stakeholders. Demonstrate your team's value and be a thought leader in those conversati...
875 Views
1 request