All related (91)
John Gargiulo
Head of Global Product Marketing, AirbnbNovember 30
Great question. Having a compelling insight into why a product is truly worth using is arguably the most important part of a launch. A launch is like building a tower. If the ground underneath is soft, it's not going to end well. Finding solid ground is easier said than done. Sometimes there is no quantitative data because no one has put out anything like what you're considering. In that case of course you lean on qualitative research and your instincts. Ideally though, there are lots of data points to sift through. As you synthesize the research, remember to keep it super simple. While you...
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeOctober 29
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...
Connie Woo
Director of Product Marketing, OpenTableJanuary 2
I don't think it's an either or (qualitative vs. quantitative), it really depends on how you use those insights throughout the recommendation process. I believe both are vital as you are brainstorming and ideating. Qualitative insights (user feedback, sales feedback, etc) may help jump start some ideas and identify some high-level trends, but quantitative insights will really help you validate and refine. With qualitative, I'd encourage you to focus on key customer/user pain points and needs (rather than their recommended solutions, features, value points they see in your product). I think ...
Dave Daniels
Founder, BrainKraftApril 2
Qualitative gets you what you don't know. Quantitative tells you how many. From a messaging standpoint which problems, issues, needs have the biggest population? Let the quantitative guide you rather than opinions. 
Janet Standen
Co-Founder, Scoot Insights - Agile, Efficient, Effective.January 6
Nice thought John - the challenge of boiling down lots of different data sources into a concentrated syrup of goodness.  As an independent qualitative researcher, I couldn't agree more, BUT be sure to share your strategic context and clear objectives with your researcher so they know beyond a doubt, and feel, exactly what it is that might be the essence of a solution!
Jodi Innerfield
Senior Director, Product Marketing, Salesforce
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-court press (whatever that means for your company!)  Moderate improvements, new SKUs, bigger features that are exciting but not totally new and different for the company are the market are more medium-Tier launches. Smaller features and incremental updates can be covered in release marketing only, m...
Ken Rutsky
Founder, Silicon Valley Go To Market DojoMay 18
There is art and science to messaging. Quantitative data AND qualitative input from the team is critical. You can't do this ina vacuum. There are in my mind 2 things, the story, and the value messages. The story is YOUR CUSTOMER'S story, how your offering TRANSFORMS their world, you are the magic, they are the hero. The value messages must articulate the value they recieve in trade for their time and money to acquire, deiploy and benefit from your offerring...
Sherry Wu
Director, Product Marketing, MaintainX | Formerly Samsara, Comfy, Cisco
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 answers to these two questions will determine This will determine the resources that you put into a launch, how you promote it, and who you promote it