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3 Answers

Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-co......Read More
10723 Views

Alex Wagner Lavian
Spotify Global Head of Product Marketing, Spotify for Artists • November 23
When building a tiered product it's important to define the goals of the entire package and each tier. Once you set goals, you'll want to segment your target audience by tier to map benefits to each level. Each tier should have clear benefits and ideally one “hero benefit” to serve as the hook to......Read More
941 Views

Morgan Molnar
Momentive (SurveyMonkey) Director of Product Marketing, Global Insights Solutions @ Momentive • July 13
We JUST revamped our GTM framework & process at Momentive and you're in luck - I drove this process at the company & am coming off the project pretty fresh. Ultimately, product marketing should own the go-to-market launch framework and process. So you or someone on your team should be a driver......Read More
501 Views
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
Demoing is SO important, yet unfortunately, we don't often have the product ready for sales teams to demo too far ahead of a launch. What we do in this situation is have PMs do enablement where they walk through the new features and functionality and answer questions. That way the field can see......Read More
984 Views
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Sherry Wu
Gong Director of Product Marketing • July 20
The tactics behind a product launch all boil down to three strategic questions: 1. Why does this matter for the business? 2. - 3. Why does this matter for your customers? 4. Why now? These are deceptively simple, but think about all of the answers that you need to have. Having the answer......Read More
331 Views
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Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • January 17
There are 2 major questions here - one has to do with priorities changing (e.g. no strategy) and the other is indirectly about out of control roadmap timelines - I'll answer both below! Priorities changing Major Roadmap and priority changes are often a symptom of a weak strategy. It’s comm......Read More
2136 Views
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Manav Khurana
New Relic Observability Product GM • October 11
Ultimately, it's about product adoption measured by MAU and product revenue over different time intervals. To get there, I'd suggest looking at the following metrics with your marketing team: - Unique visitors to your product page (on the marketing site and in your product) day of launch an......Read More
1873 Views
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Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
Strategic advice: Is it a good idea to do them at the same time? You could separate them and stretch out the pop you’d get from each. Also, can you tie them together? For many companies their brand story is tightly aligned to their product story, this is especially true for product driven compani......Read More
1350 Views
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John Gargiulo
Airbnb Head of Global Product Marketing • December 1
SUCCESSFUL: - At Bluestacks in 2011, we were gearing up to launch software that let you run any Android app on a Windows PC. I had letterpressed wedding invitations made for the union of Android and Windows and sent them to around 100 thought-leaders in tech including Steve Jobs, Bill Gates, ......Read More
8210 Views
Related Questions
What process have you taken to enable your sales team to demo a new version of a feature while it's in Beta? What are the factors that you consider before choosing how to promote the launch?How do product marketers lead a product launch when roadmaps and priorities are constantly changing?What product launch metrics should B2B SaaS product marketers be accountable for? What’s one piece of tactical advice and one piece of strategic advice for a small company (2 person marketing team) that’s doing a product launch and company rebrand at the same time?What are some innovative launch activities you've done that were successful (or not so successful)?