After an initial product launch, how do you think about the subsequent, smaller launches/updates? How does the strategy/channels/process change? How do you identify where smaller launches can be bundled into a bigger story?

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3 Answers

Launch Frameworks Launch Messaging Launch Strategy

JJ Xia

Arcade Head of Product Marketing | Formerly Zuora • 6y

First, every small subsequent launch is another chance to make noise for that buyer persona. So, it's a great thing that the product team continues to ship more features for that product line. We usually use every subsequent launch to highlight a different customer story, do another customer video, and fire up the sales team. Second, I often find that PMMs will take the product/eng identified "scope" for a smaller release and try to make that into something – rather than being involved in the co ...Read More

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Bryan Sise

Checkr VP of Product & Customer Marketing • 6y

Great question; it gives me a chance to describe a concept we use at ActiveCampaign called launch size. Each of our PMMs are partnered with 2-4 PMs, and they all focus on the same product area. As the PMM meets regularly with their partner PMs, they learn about new builds/releases that are planned or in progress. The expectation is that the PMM knows about every upcoming release in their product area, large or small. And the expectation is that the PMM tracks every upcoming (and recent) release ...Read More

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Mike Polner

Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 5y

The biggest change between an initial product launch and subsequent smaller launches comes with how you move between truly top-of-funnel tactics into more mid or lower funnel engagement. In an initial launch you're trying to tell people that this new thing that you could have never imagined now exists. I called out PR being a huge lever that I'm a fan of in an initial launch, but the real impact of that channel can only come one time when something is "news." Smaller launches getting bundled in ...Read More

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