Release Marketing

4 Answers
Andrew Forbes
Andrew Forbes
Figma Director, Product MarketingJune 29
There are a lot of different ways to prioritize releases - and we're currently updating how we do it right now. If anyone else has any tips, let us know!! For the most part, we consider two things: business impact and customer impact. For instance, if something has a large customer and busines...Read More
1344 Views
11 Answers
Naman Khan
Naman Khan
Personio Chief Marketing OfficerMarch 17
I’m a big believer in customer research as a part of the overall launch plan. It’s tempting to make decisions based on “I think” or “I like” but in most cases, the PMM is not the target audience so it’s important to balance a convicted point of view with actual customer signal.  At Dropbox, we...Read More
3048 Views
How would you approach this product marketing interview assignment?
I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest: As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks. For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies. I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages
7 Answers
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesJuly 6
Pulling this one up. It's outside the realm of KPIs and measurement, but I think it's really critical. And I have a few strong opinions here.  If I can summarize this back, as part of your interview process, you were given an assignment to build an overall strategic plan to take a flagship pro...Read More
2045 Views
4 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPMay 20
Customer stories and case studies. Proof!  The public facing spike in the intial phase (hype creation), needs to move on to proof (value creation).  We saw this at Helpshift where the Chatbot product started to fully automate upto 70% of a few customers' inbound customer service chats. This...Read More
601 Views
1 Answer
Stephen Baloglu
Stephen Baloglu
Adobe Director of Product MarketingMarch 30
Developing your team and how x-functional teams work together may seem “less pressing”, but while these things do not typically have urgent deadlines, they are extremely important. Here are a few strategies I use to effectively develop the team as well as meeting business goals. * OKRs for pers...Read More
1123 Views
How do you assess organizational readiness ahead of a product launch?
Too often product marketing is seen as a collateral producing engine. But with substantial new launches, we are sometimes the only ones integrating needs, insights, and potential operational bottlenecks across all stakeholders, internal or external. I’m curious both of how you think of org readiness and how you incorporate this dimension into your launch motion.
5 Answers
Eve Alexander
Eve Alexander
Seismic Vice President, Product MarketingMay 18
One thing that has been wonderful at Seismic is we have someone on the product marketing team that is in a program management role and who is responsible for driving and faciliating organizational readiness for launches (shout out to my colleague, Steve!). He pulls together "tiger teams" for our ...Read More
1419 Views
5 Answers
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product MarketingFebruary 24
First and foremost it is critical to make sure that Sales has plenty of visibility into what product is building, timelines around availability, and how PMM plans to take it to market (what tier/priority is the launch). For any Tier 1 or Tier 2 launch, PMM should align with Sales Enablement on ...Read More
1931 Views
What are your creative ideas, tips, or resources that can help to improve storytelling skills?
I'd love to get better at using storytelling in my product launches. I know of the basics e.g. knowing your audience, focusing on the benefit and value over features etc. but I'm looking any creative ideas, examples, or resources that could help me really sharpen things up and hone my skills. I'd love to hear peoples recommendations and experiences of how they developed their skills in this area.
4 Answers
Mike Polner
Mike Polner
Discord Head of MarketingJune 10
I think the basics called out here are nice building blocks, but a few more tactical examples to help: * Listen to customers. "Know your audience" is too broad of a term, but actually listening to what they have to say - and most importantly - what they react to is key to a great story. S...Read More
539 Views