AMA: Shopify Head of Retail Product Marketing - Acquisition, Courtney Craig on Product Launches
May 21 @ 9:00AM PT
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Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 1y
Intercom - I love their product! You can create announcements on the bottom right of your UI, or as large nearly full screen overlays... but it's not intrusive and looks ...
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2 requests
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 1y
This is always a tough one, depending on how PMM has been historically viewed within the organization, and how experienced the Product team is at working with PMMs. Many ...
1988 Views
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Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 1y
First of all, if it's really dull and doesn't add value - don't market it! It's ok to not market every single feature launch. Develop a tiering system or criteria for whe...
2096 Views
3 requests
What tactics do you use to effectively incorporate new, creative aspects into product launches that can so easily become routine and mundane?
In the SaaS world especially, I feel like it's easy for PMMs to fall into the pattern of checking off the "traditional" product launch activity boxes. This may be because of limited bandwidth and resources or restricted budget, which can ultimately keep PMMs doing the same things that have previously worked. For me, this has often stunted my creative aspirations, and led me to feel more like a project manager than a standout Product Marketer.
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 1y
Two things:Always be getting inspiration from other brands... I have a coworker who likes to look to brands like McDonalds and Nike, and it always inspires new ideas.Take...
1249 Views
2 requests
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 1y
Looking back, the most successful launches I've done have the following elements:- Messaging/concept research, conducted EARLY on, while the product is still being develo...
850 Views
1 request
Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 1y
Typically, both! If the feature is big enough to make a product stand out in the market (and isn't table stakes), then I typically will find a way to promote it to prospe...
881 Views
1 request