How different is a product launch for an acquired product vs built in-house?
5 Answers
Scribe VP of Product Marketing • 2y
This is a great question. When I worked at SurveyMonkey, I worked on the launch of TechValidate after we acquired them (third-party validated customer testimonials), and ...
636 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
This is an interesting question because for an acquired product you need to address three audiences: your existing customers, the existing customers of the acquired produ...
633 Views
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Amperity Vice President Product & Customer Marketing, Competive Intelligence | Formerly Amazon, Qualtrics, SAP, DreamBox Learning, Carnegie Learning • 2y
Launching an acquired product isn't just business as usual; it adds several layers of complexity beyond typical product marketing. While the core principles like market a...
1159 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 2y
A product launch for an acquired product vs. a product built in-house could be very different, largely dependent on how far along the acquired product is in terms of cust...
1297 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
They both require a clear user story. For a product you've acquired, they probably have existing messaging that you then need to nuance into a cohesive customer story. Fo...
1277 Views
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