Jack Wei

AMA: Sendbird Head of Product Marketing, Jack Wei on Product Launches

March 10 @ 10:00am PST

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Product Launches With Jack Wei, Head of Product Marketing at Sendbird Already a member? Sign In
Top Questions
How do you know when a product transitions to the next stage of the product adoption lifecycle and grabs the majority market's attention?
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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...more
How do you package up a bunch of small feature enhancements to tell a bigger story that will interest people?
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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...more
My company is about to do a product re-launch. We're scaling quickly, but don't have any dedicated PMM's on our marketing team or processes in place for product launches. What's the most important thing we should keep in mind?
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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...more
Shameless plug question. What roles are open on your team?
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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 ...more
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
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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...more
How do you decide what to include in a launch or tie products together if they're not necessarily around a common business problem or for a common persona?
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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 ...more
Marketing invariably gets the blame if the product launch doesn't hit prescribed revenue targets. How should we in product marketing set our launch revenue targets and validate our sales team's forecasts?
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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...more
What are different ways to set benchmark goals for launch, maximize demand generated, and continue optimizing post-launch?
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
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...more