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Candace Marshall

AMA: Zendesk Senior Director, Product Marketing, Candace Marshall on Product Launches

November 22 @ 10:00AM PST
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Zendesk Senior Director, Product Marketing, Candace Marshall on Product Launches
Top Questions
How does product marketing integrate with the PM team? Who decides what features to focus on in each launch? What documentation is provided to PMMs to help in crafting messaging?
Candace Marshall
Candace Marshall
Zendesk Senior Director, Product Marketing • November 22
It's critical for PMM to be in lock-step with Product. In fact, the two teams should be joined at the hip. There are many ways to integrate with the PM team but here are some tips: 1) establish PM to PMM mapping to ensure you have coverage across your product portfolio 2) have weekly 1-1s with yo......Read More
1534 Views
1 request
How do you measure the success of a B2B product launch? or what is the best way to measure?
Candace Marshall
Candace Marshall
Zendesk Senior Director, Product Marketing • November 22
After launch, you want to immediately start gauging the success of your product launch. An easy way to track success is by funnel stage: 1. Awareness & engagement (metrics like people reached) 2. Pipeline & bookings (how many people are interested in your new product and actually buy it ......Read More
1542 Views
1 request
What are some key ways to preserve "launch momentum" after the actual launch to get more customers to use said launched product or feature?
Looking for strategy, tactics, stakeholder training, and examples
Candace Marshall
Candace Marshall
Zendesk Senior Director, Product Marketing • November 22
I love this question because you're right - your job is not done the day after launch :) It's critical to maintain momentum to continue driving pipeline, bookings, AND adoption (usage of your product/feature) post-launch. Here are a few ideas to maintain that momentum: * Post-Launch marketing: ......Read More
1520 Views
1 request
When you go from a single product company to a multi-product company, how do you successfully launch a cohesive narrative?
Candace Marshall
Candace Marshall
Zendesk Senior Director, Product Marketing • November 22
Going from single to multi-product is an exciting time. To build a cohesive narrative, it's important to begin with the foundation of product-market fit. Start asking and aligning on fundamental questions like are you targeting the same core audience as your current product, or are you expanding ......Read More
1498 Views
2 requests
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?
Candace Marshall
Candace Marshall
Zendesk Senior Director, Product Marketing • November 22
First, start with gaining a deep understanding of your target audience - what they love, what they struggle with, and how your product solves their problems uniquely. This will help you create clear and compelling positioning, messaging, and launch narrative. Secondly, establish clear comms and c......Read More
1513 Views
2 requests
Any tips on how to prioritize product marketing resources in a company that is launch-heavy? Have you found bundling smaller releases together helpful to have a more compelling narrative and increase product marketing efficiency?
Candace Marshall
Candace Marshall
Zendesk Senior Director, Product Marketing • November 22
Excellent question. To answer your first question, as product marketers, we get requests for all types of content. One tip is to align on a bill of materials, segmented by launch tier. That way, every time you launch a new product, you know exactly what resources you will develop. Ensure you alig......Read More
1796 Views
1 request