How do you launch new features in products? Plus, what are the best resources to learn product marketing from? (Could be a podcast, following some good companies, books, etc)

A new feature within a product would usually fall under a Tier 2 or 3 launch in my book. That means they are getting attention, but not quite everything you have up your sleeve. Tier 2 or 3 launches often include:    Website updates  Launch blog   External comms   Employee comms & employee activation  Light field enablement  Internal FAQ document An ammendment to the core product messaging & positioning, as needed Salesforce has historically done fantastic job launching new features in p ...Read More

When launching new features in products, you can influence activation by reaching your customers where they are in their journey. Whether that's in-app with embedded posts, product tours, explainer videos - or reactivate sleepy customers with targeted email messages. Best resources to learn from: your peers! Join a community like product marketing alliance and try to find mentors (I am always open to chat and coach!). Books: Story brand by Donald Miller, Obviously Awesome by April Dunford, On Wr ...Read More

To launch new features (vs new products), I ladder them to our established, core use cases. This approach ensures consistency in marketing materials and helps customers understand how our new features fit into the greater set of solutions that our product provides and makes them stronger. For learning about product marketing, my favorite resources include: Online communities: Sharebird, PMM Files and PMM Camp (PMM Files and PMM Camp share a lot of examples in the wild that I enjoy clicking throu ...Read More

There are two great resources I highly recommend, aside from Sharebird (which contains a true wealth of guidance): Reforge’s Product Marketing course Product Marketing Alliance I recently took the Reforge course and got a huge amount of value from it, even though my career is over a decade long. There are always so many ways to keep improving yourself and your work! Both of my suggestions above have a price tag, so work with your company to see if they’ll sponsor a seat for you.  You can also fi ...Read More