Sharebird
Sign Up / Sign In

How do you leverage customer evidence (beta quotes, references, case studies) and advocacy programs to add credibility to the launch?

Answer
3 Answers
Product Launches
  1. Shafiq Shivji
    Shafiq Shivji

    CloudBees VP of Product Marketing • 3mo

    Before discussing the how, let me address a common occurrence I’ve seen time and time again: customer proof turns into a last-minute scramble during a product launch. Customer evidence should never be treated as a launch task. It needs to be embedded in the product development lifecycle from the start. In an ideal world, customers are brought in early, not just for product feedback but to serve as your first proof points. At CloudBees, we introduced a partner design program in which customers en ...Read More

    499 Views
  2. Jeremy Wood
    Jeremy Wood

    Adobe Head of GTM Strategy, APAC & Japan • 3mo

    This is a key component to any launch in my opinion but depending on the type of launch or significance of the product or solution, you may not have access to any customer testimonials. That being said I'm a firm believer in having an Alpha/Beta process pre-GA to not only nut out any issues and concerns but to also ensure you have at least a couple of solid customers you can leverage for referenceability (even if it's only a quote!) Unless there's a compelling reason not to include customers in ...Read More

    881 Views
  3. Courtney Kubitza
    Courtney Kubitza

    Gusto Head of Product Marketing, Accountants • 3mo

    This is one of the highest-leverage things you can do and it's chronically underfunded. I start recruiting beta reference customers the moment a product enters closed beta. I'm not asking for a formal case study at that point but rather permission to quote them and a standing "would you take a call" from a prospect. That lowers the bar enormously with customers. For launch day specifically, I try to have: one strong named quote for the press release, one customer willing to be quoted in the blog ...Read More

    676 Views

Upcoming Event

Improving Product Marketing Skills

Improving Product Marketing Skills

UiPath

Start in …

Register

Related Ask Me Anything Sessions

Kelly Kipkalov

Carta Vice President Product Marketing, Kelly Kipkalov on Product Launches

May 14 @ 9:00AM PT

View Answers
Nil Onal

WhatsApp Consumer Product Marketing Lead, Nil Onal on Product Launches

March 26 @ 10:00AM PT

View Answers
Gray Hardell

Iterable Head of Product Marketing, Gray Hardell on Product Launches

March 19 @ 11:00AM PT

View Answers
See All Upcoming AMA's

Top Product Marketing Mentors