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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

1717 Views

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

5 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

589 Views

How does your product marketing team work with the product/engineering team to best understand the pipeline of product releases?

1 Answer

Julien Sauvage

Clari VP, Corporate and Product Marketing • November 29

Great question! First off, it's mostly with the PM team, less so with Eng. The PM<>PMM relationship has to be symbotic. I typically like mapping a PMM to a Group PM (managing several individual PMs), and these "pods" then have a weekly cadence and do a global readout of activities, metrics,......Read More

369 Views

If you have to improve the adoption rate of a SaaS product, where would you start?

Like what are the first things you would check/do?

7 Answers

Jessica Webb Kennedy

Tailscale Head Of Marketing • December 8

I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit......Read More

1779 Views

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

4 Answers

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

Great question. I have worked in the consumer electronics/Hardware industry for most of my career so my answer is going to be from a consumer product launch pov. I have seen many launch teams make the mistake of defining "launch" as the initial period usually lasting a day (or perhaps a few days)......Read More

1200 Views

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?

4 Answers

Marcus Andrews

Pendo.io Sr. Director of Product Marketing • June 25

At HubSpot our PMMs are aligned by product line and are aligned to a Product director and GM, although we still meet regularly with our individual PMs. I think in general we try and tell a higher level story that doesn't really focus too much on any one feature but often certain features are v......Read More

1453 Views

How do you measure the success of a B2B product launch? or what is the best way to measure?

4 Answers

Daniel J. Murphy

Marketing Strategy Consultant • September 22

You shouldn't be working on a product launch without a launch goal already set in place. Launches should be either: 1) focused on helping hit a strategic company goal 2) focused on helping grow a new product Your launch goal should be a short term focus: book 50 sales demos, get 200 cust......Read More

987 Views

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?

4 Answers

Jack Wei

Sendbird Head of Product Marketing • March 10

1. Always set a clear objective, then work backwards from there. Why is the relaunch happening? Either because the first attempts were deemed unsuccessful by some performance metric, or because there has been a pivot in the business that requires getting the product in front of a new audience (eg......Read More

724 Views

When you go from a single product company to a multi-product company, how do you successfully launch a cohesive narrative?

3 Answers

Priya Kotak

Figma Product Marketing • February 23

I believe the key to having a cohesive launch narrative comes down to putting your new product into context of your existing product(s). While each product will need its own positioning, and may even appeal to different audiences, an overarching narrative can help tie everything together. We rec......Read More

861 Views

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?

2 Answers

Stuart Pitts

Meta Senior Product Marketing Leader, VR/MR/AR Portfolio • November 17

Moving to a shared view of priorities starts and ends with creating space for open dialogue. And, increasingly I've found myself learning how the job of a product marketer is often to create and nurture the right dialogues across an organization. There are a few things product marketers need to ......Read More

221 Views

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