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Virtual Event
Mastering Product Launches
About Event
Are you looking to level up how you plan, execute, and lead product launches?
Join the Sharebird community for a live Q&A with experienced Product Marketing leaders who’ve owned high-stakes launches across growth stages and org models.
We’ll dig into what actually makes launches successful—from setting clear strategy and cross-functional alignment, to avoiding common pitfalls, measuring impact, and adapting when things don’t go as planned. This session is designed to be practical and candid, with real examples, lessons learned, and plenty of time for your questions. You’ll walk away with proven frameworks, tactical guidance, and fresh perspective you can immediately apply to upcoming launches—whether you’re leading your first major release or refining a repeatable launch motion.
Date: Wednesday, March 19th, 12–1 pm PT (3–4 pm ET)
Location: Online (link sent to registrants prior to the event)
Cost: This event is free. However, seats are limited.
Top Questions
When launching in a crowded or parity market, how do you actually create differentiation that customers can feel?
1 request
Salesforce Senior Director of Product Marketing • 2mo
Storytelling is the PMM secret sauce for creating differentiation that customers can feel — and it's something AI won't fully replace.The key is storytelling, and it come...
556 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Focus on the customer's day-in-the-life and the benefit you're delivering — not the features — to create differentiation that customers can actually feel.A specific examp...
565 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Product experience and speed matter — pushing for craft and polish in the product itself creates differentiation that customers feel viscerally.Storytelling is the PMM se...
544 Views
What's a leading indicator of launch success that most teams overlook?
1 request
Salesforce Senior Director of Product Marketing • 2mo
Sentiment can be measured in many ways — including PR interest, event attendance, and session capacity — and getting in front of customers pre-launch is key to gauging wh...
550 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Sentiment — measured through social listening, invites, and referrals — is a leading indicator most teams overlook.There are multiple ways to measure sentiment: 1. **Soc...
532 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Running a demo by your customer advisory board before launch and watching their reaction is a powerful leading indicator of success.Before launching, run the demo by your...
536 Views
With parity features, PR often prefers not to mention them loudly since they show we are behind the competition. What are your thoughts on that?
1 request
Use the PR FAQ framework to align internally, and consider founder-led PR as an alternative channel — not everything deserves a press release.Additional strategies: 1. *...
516 Views
Salesforce Senior Director of Product Marketing • 2mo
PR is right that coverage on product announcements is hard — reserve formal PR for Tier 1 launches and use blogs, customer success stories, and other creative channels fo...
541 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
You may not need PR at all for parity features — focus on influencer evangelists and social proof, or use a case study angle if you do go through PR.Two approaches: 1. *...
545 Views
What are some of the biggest mistakes you've made with product launches and how can we avoid them?
2 requests
Salesforce Senior Director of Product Marketing • 2mo
Going too broad with the ICP on a product launch led to interest from people who weren't the actual decision makers — tightening ICP definition earlier would have shorten...
525 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Launching a completely new experience with big PR coverage before the product was truly ready — guardrail metrics were way below threshold — highlighted that PMMs need a ...
522 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Superhuman's collaboration feature launch was positioned as 'Superhuman 2.0' — a complete platform relaunch — which made it harder to drive awareness of individual featur...
511 Views
How do I master product launches with AI?
1 request
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
AI accelerates competitive analysis, messaging gut checks, audience-specific copy, and creative development — all helping get products to market faster.Key ways AI is bei...
1266 Views
Salesforce Senior Director of Product Marketing • 2mo
AI is helping accelerate two key areas: creating the launch brief and enabling seller readiness at scale.There are two main tranches where AI is making a real difference:...
539 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
AI enables hyper-personalization at scale and gives PMMs new superpowers to influence stakeholders and drive outcomes across the organization.Two key additions to the mix...
553 Views
What's the strategy on launching products that are really just parity products?
3 requests
Salesforce Senior Director of Product Marketing • 2mo
Tier your launches — parity features are still launches and still valuable to customers. Think of launches as either building a more complete solution or driving innovati...
536 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Find the small but real points of differentiation within the parity feature, and don't oversell it — communicate honestly about what was built and why it's great.Key stra...
538 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Lead with customer stories and use cases rather than feature differentiation — even when you're behind the competition, you can win by showing how the product improves cu...
521 Views
What are some considerations for launching something new for your company in a highly saturated, competitive market?
2 requests
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Be laser-focused on who you're building for, leverage social proof, and build in public to create hype and pull demand before broad availability.Key strategies: 1. **Las...
531 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Focus on ecosystem differentiation and business model differentiation as your two key pillars when launching in a saturated market.Two main pillars: 1. **Ecosystem diffe...
531 Views
Salesforce Senior Director of Product Marketing • 2mo
Always anchor on differentiation ('why is doing it here better?'), align your go-to-market stakeholders early, hone your ICP, and use pilot customers to build real custom...
526 Views
What's PMM's role in product enablement vs GTM launch enablement vs. sales enablement, if there are differences
2 requests
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Specificity in battle cards is increasingly critical — sellers need specific prompts and concrete comparisons, not fluffy language, especially in a competitive AI landsca...
530 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Battle cards are more important than ever in the AI era, because there are more 'tire kickers' and customers are asking more comparison questions — specific, detailed bat...
551 Views
Salesforce Senior Director of Product Marketing • 2mo
Battle cards and sales enablement assets absolutely still matter — the key is building a regular cadence with sellers to understand what's working and delivering targeted...
536 Views
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