Sharebird
Sign Up / Sign In

How do you manage product launches when budget is tight?

Answer
3 Answers
Launch Channels Launch Strategy
  1. Morgan (Molnar) Lehmann
    Morgan (Molnar) Lehmann

    SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y

    It's rare to have dedicated budget for product launches, so leverage existing channels and get creative. I focus on owned channels first and foremost. PR, Social, Email, Web, In-Product. We have monthly "What's New" videos, quarterly updates to a "What's New" webpage, and quarterly 'What's New' webinars that we're already promoting as part of our evergreen marketing. Get employees to amplify! If you have full-funnel digital advertising live, consider slotting in fresh product messaging in the lo ...Read More

    922 Views
  2. Mike Polner
    Mike Polner

    Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 1y

    Nobody ever has enough budget, so get creative with in-product and owned channels. At Discord, which is a social platform with many daily users, we leverage in-product channels to reach customers directly. For example, last April Fools' Day, we built a loot box activation where users clicked boxes to unlock avatar decorations. After opening many boxes in this repetitive task, users received a clown decoration - essentially we were playfully trolling our users. People opened billions of these box ...Read More

    464 Views
  3. Chandra Patel
    Chandra Patel

    Salesforce Senior Director of Product Marketing • 1y

    Focus on owned channels and authentic voices to maximize impact without large budgets. I always start by thinking about our owned channels like social media. Beyond just doing clever marketing campaigns, we look for authentic voices within our organization that we can promote. Having product experts or product leadership share why they chose to build a particular feature and its value can go a long way. We coach the product team on how to write these messages and review them together. Additional ...Read More

    486 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