Product Launches

1 Answer
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingJune 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
2766 Views
10 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 9
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
2189 Views
5 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPMay 22
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
341 Views
7 Answers
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingJune 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
1001 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
John Gargiulo
Airbnb Head of Global Product MarketingDecember 1
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
18930 Views
6 Answers
Emily Ritter
Emily Ritter
Front VP of MarketingAugust 7
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
1849 Views
How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
7 Answers
Emily Ritter
Emily Ritter
Front VP of MarketingAugust 7
A bit of an “it depends” answer. Sometimes people use betas for QA: does the feature we built work end-to-end? Other times betas can help you determine if you’ve hit product-market fit with your product. And everything in between. It’s best to get super aligned cross-functionally at the KICKOFF ......Read More
1774 Views
9 Answers
Anjali T. Cameron
Anjali T. Cameron
Landed Head of MarketingOctober 5
We typically use one of two options, depending on the business and customer impact of the feature. For new features with huge upside or the potential to cause a lot of customer confusion if not explained carefully, a more disruptive, in product modal is effective. Design it with a strong headl......Read More
755 Views
8 Answers
John Gargiulo
John Gargiulo
Airbnb Head of Global Product MarketingDecember 1
It's always easier to sell in new things to an existing audience than try and build a new one. It also depends on your philosophy. If it is like Airbnb's original, "Get 100 people to love you rather than a million people to sort of like you," you should focus on your existing users. If you feel l......Read More
2553 Views
How do you manage the internal communication of releases?
Any tips for this to happen recurrently and clearly for all stakeholders who need to know this information in advance?
5 Answers
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product MarketingSeptember 8
First off, we should clarify that releases do not mean launch and vice versa. There's a distinction there that I believe we will address in another question, part of this AMA! Am gonna be oversimplifying, on purpose. Product releases are mostly geared towards existing customers. Your install ba......Read More
400 Views