Jasmine Jaume
Director, PMM - Support & Platform at Intercom

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 were driven by the product team and wholly focused on collecting product feedback (often via research interviews and feedback through our messenger). As our PMMs work closely with PMs - and are often involved in sending the messages to beta participants - the feedback from these betas would be shared with PMMs and we'd use it as relevant to inform messaging and launch plans. 

However, because we also want to leverage betas for things like customer testimonials and messaging feedback, and because our customer base has over time become more upmarket (which tends to mean beta featuress need to a bit more 'baked' before customers will use it), we've started introducing new processes to betas. This includes things like having them being more full-featured before rolling out as a beta, starting earlier so customers have more time to see the results of using a feature (which aids us with testimonials), and sales and PMM being more involved in choosing the beta audience. Things like ideal timelines and how to standardise dissemination of the information is something we're still working on - maybe we'll write a blog post when we figure it out!

Christy Roach
Head of Portfolio & Engagement Product Marketing at Airtable
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 to make sure it’s impactful for those teams is to get really clear up front in a beta what questions we’re trying to answer. You...more
Emily Ritter
VP of Marketing at Mode
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 ...more
Anna Wiggins
Sr. Director Product Marketing at BlueVine
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 the bugs, you can run the beta for a few weeks. In this case, you likley don’t need customer feedback because you can use your ...more
Claire Maynard
Marketing at Magical
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 programs.  * Create hypotheses that you want to test before your beta begins: Decide what you're trying to answer about y...more