AMA: Spotify Head of Product Marketing, Fan Monetization, Alex Wagner Lavian on Product Launches
November 22 @ 9:00AM PT
View AMA Answers
Origin VP of Marketing | Formerly Uber • 3y
A good product launch starts with a deep understanding of the customer – who you are building for, their needs/pain points, how to reach them. Building a phased research ...
1048 Views
1 request
Can you share any experiences around putting spend behind bigger launches?
Or, some of the tactics used (traditional or otherwise) for splashier launches you've been a part of
Origin VP of Marketing | Formerly Uber • 3y
As you build out your GTM plan a key component will be defining the audience and the goals/KPIs. These two components will play a big role in shaping your channel and bud...
781 Views
2 requests
How do you think about timing for launches and how much say do you have? Is there a strategy to try to maximize impact or is it based on when product will have it finished?
Also, how much impact do external factors have on launch timing (i.e. competitor launches, economic factors, and other forces out of your control)?
Origin VP of Marketing | Formerly Uber • 3y
Great question. Defining the product roadmap, setting launch criteria, and landing a launch date should be a collaborative process between PMM and Product. Together its k...
1338 Views
3 requests
Origin VP of Marketing | Formerly Uber • 3y
When building a tiered product it's important to define the goals of the entire package and each tier. Once you set goals, you'll want to segment your target audience by ...
17903 Views
1 request
Origin VP of Marketing | Formerly Uber • 3y
It's important to define metrics and KPIs pre-launch typically as part of the marketing brief or GTM plan. Based on the goals you’ve set you’ll want to work with XFN team...
1342 Views
1 request