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AMA: Sendbird Head of Product Marketing, Jack Wei on Product Launches
March 10 @ 10:00AM PST
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Sendbird Head of Product Marketing, Jack Wei on Product Launches
Top Questions
Jack Wei
Sendbird Head of Marketing • March 10
I'll answer this in two parts. Part 1: You've likely arrived at launching a bunch of small features to begin with because the product vision and strategy is fuzzy. Or that the strategy is to build what customers request and your release cadence is fluid. You wouldn't have asked this question if P......Read More
981 Views
3 requests
Jack Wei
Sendbird Head of Marketing • March 10
You can use internal and/or external benchmarks. How did prior launches perform at your company? Are you choosing the right metrics? Use that as the benchmark to outperform by X%. How are launches for similar products/features measured at a peer company of yours? What do their performance look......Read More
458 Views
1 request
How to communicate big changes in product when these changes have some benefits but require a big effort from your customers to enjoy them?
For example: your customer need to migrate from an old API to a new one.
Jack Wei
Sendbird Head of Marketing • March 10
Welcome to the fun world of Enablement! And there are internal + external aspects of this. * External * Message x Value & benefits: What's in it for your users? Migration is a pain in the ass. Before you get to the logistics, you have to sell them on the why * Transition pla......Read More
1612 Views
1 request
Jack Wei
Sendbird Head of Marketing • March 10
This depends if you're a B2C or B2B company. For B2C, you're likely embarking on a product-led growth strategy (if not already). And in this case you should be on the hook for hitting prescribed revenue targets... because you have direct control over the purchase experience. For B2B, instead o......Read More
568 Views
1 request
Jack Wei
Sendbird Head of Marketing • March 10
Whoever asked this question: I suspect at your company there is opportunity for a tighter partnership between product management + product marketing that goes beyond only coming together for product launches. You wouldn't have asked this question if PM+PMM planned product strategy together and ......Read More
408 Views
1 request
Jack Wei
Sendbird Head of Marketing • March 10
Product Marketing Manager - Vertical Solutions Product Marketing Manager - Enablement & Strategic Accounts We believe that conversations are at the heart of building relationships and getting things done. And we are building the world's best conversations platform for mobile apps. At least ......Read More
411 Views
1 request
Jack Wei
Sendbird Head of Marketing • March 10
1. Always set a clear objective, then work backwards from there. Why is the relaunch happening? Either because the first attempts were deemed unsuccessful by some performance metric, or because there has been a pivot in the business that requires getting the product in front of a new audience (eg......Read More
933 Views
3 requests
Jack Wei
Sendbird Head of Marketing • March 10
Many ways to slice this one, but let's look at it inside-out via a launch perspective. A typical launch goal is to drive adoption. Adoption benchmarks will vary across B2B vs B2C businesses. Ultimately, the product you launched has technically crossed into the majority if >50% of you user base ha......Read More
872 Views
5 requests
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