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Product Launches

What's the best. most turnkey framework to use for building GTM presentations for multiple stakeholder groups?

1 Answer

Crossbeam Senior Director Product Marketing • June 21

I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More

2843 Views

How do measure success of the product launch?

1 Answer

Jeff Rezabek

IRONSCALES Director of Product Marketing • April 24

That's a really good question. It really depends on the goals of the company and how the launch aligns with them, but it's better to measure something than push the launch out the door and call it done. Here are a few things that you could measure to determine the success of a product launch: *......Read More

2 Views

How do you figure out how to spend your time between doing product marketing as demand gen, engagement, retention, and sales?

4 Answers

Ruturaj Patil

Google Product Manager • October 10

I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy......Read More

535 Views

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

11 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More

2290 Views

If your product team works in two-week sprints, how do you balance and prioritize each launch? In other words is a "release" always a "launch" and how do you differentiate and treat each?

Product team releases something worthwhile (to a degree) every two weeks. A new feature is released in an MVP stage (not always in beta) and frequently iterated on. How does a small team manage the constant updates to existing products to ensure clients are informed (so the updates get used/don't take anyone by surprise) but aren't constantly being bombarded by marketing messages.

5 Answers

Roopal Shah

Snowflake Head (VP) of Global Sales Enablement • January 24

So first of all, you don't necessarily need to "launch" every release to the market. In my experience with B2B enterprise SaaS, we typically had various product teams on various schedules and even if we got them on a common schedule, it didn't mean that every feature needed to be "launched". Laun......Read More

381 Views

How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?

10 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with......Read More

2236 Views

What do you think of a public product roadmap for the customers as part of product marketing?

5 Answers

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • May 21

I love this question. Let me start with an example. What is a demo? Is it a demonstration of a product's features and capabilities? or Is it an excuse to get on a call with a prosepct, talk about the product but spend most of call doing discovery and tailoring the features exactly to what the......Read More

343 Views

What are the steps involved to create a successful go-to-market plan?

7 Answers

Amanda Groves

Crossbeam Senior Director Product Marketing • June 21

Define your why: * Why does this feature/product matter? (value) * What use cases does it solve for? (messaging) * How does it compare to the "old way" of doing things? (solution statement) * How does it compare to the competition? (competitive differentiator) * What does good look like fo......Read More

1025 Views

How important are brand marketing skills for product marketers compared to analytical skills?

There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.

16 Answers

John Gargiulo

Airbnb Head of Global Product Marketing • November 30

It's funny, I've been working on a deck looking at exactly this question. It's fascinating how much it varies from company to company. We're moving to a place where the distinctions between product marketing and brand marketing are becoming increasingly blurry. Think of it as simply different pro......Read More

18971 Views

What are the most successful enablement practices you have conducted in your experience to help assist with small, medium, or large product launches?

6 Answers

Emily Ritter

Front VP of Marketing • August 6

Small: tight, thoughtful FAQs. Keep it simple. Prep a concise one-pager that delivers the facts and moves on. Large: think about enablement as a mini bootcamp program rather than a one-and done. Work with managers in advance to get their input on what their teams might need. Do in-person training......Read More

1902 Views

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