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?
Launch MessagingLaunch ChannelsSelf-Serve Product MarketingInfluencing the Product RoadmapStakeholder Management
7 Answers
AssemblyAI CMO • 5y
The primary goal of a beta should 100% be focused on improving the product and giving valuable customer feedback to your product, design, and engineering teams. The way t...
2467 Views
Common Room VP of Marketing • 4y
My team at Atlassian has a framework for how we launch new products that I would love to share. But before I dive into more detail I'll give you a few tl;dr tips for beta...
5585 Views
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Gorgias Chief Marketing Officer • 6y
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 prod...
2578 Views
Pressable Chief Marketing Officer • 2y
Beta releases or early access programs are a fantastic opportunity to get a sneak preview of how users/customers will interact with and use a product or feature. It is re...
5954 Views
That's an excellent question. Done right, product release stages should service not just your product lifecycle goals but also the marketing/commercial goals that go with...
1607 Views
Altruist VP of Marketing • 4y
This will depend on your goals for the beta. Does the product team just need to test the product for bugs or are you establishing product-market fit? If you are testing t...
597 Views
Career & Leadership Coach/ Former Director, Product Marketing • 5y
This is actually something we're working to improve at the moment, as the process at Intercom hasn't been that standardised in the past. Historically at Intercom, betas ...
1226 Views
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