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How do you manage frequent launches without just being noise in the market and to customers?

My product team mainly launches product features and enhancements to existing products.

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4 Answers
Launch Frameworks Launch Strategy
  1. Alex Rodrigues
    Alex Rodrigues

    Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 1y

    Shipping as much customer value as possible is always the goal, but it can create a challenge when you’re trying to craft a consistent narrative throughout the year. The key is thoughtful planning and knowing when—and how—to amplify each launch moment. It starts with the calendar. I prioritize planning for the biggest moments first. Tentpole or Tier 1 launches get dedicated time, often an entire week, and I avoid scheduling other launches immediately after so we can keep reinforcing that moment. ...Read More

    5,109 Views
  2. Sahil Sethi
    Sahil Sethi

    Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 3y

    Congratulations on working for such an innovative company. Having frequent product enhancements is a good thing, and help creates the perception that you are an innovation powerhouse. The most important step to managing frequent launches is having a launch tiering system - with each tier getting different levels of marketing treatment. There are various ways to decide launch tiers - depending on the feature's revenue impact, storytelling potential, competitive enhancement and other criteria. Thi ...Read More

    1,239 Views
  3. Alissa Lydon
    Alissa Lydon

    Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 3y

    Bundle them! Look at the list of feature enhancements, and try to find a story that connects them. Bonus points if you can relate them back to higher-level product messaging or if they create a compelling competitive differentiator. This way, you can make a bigger deal out of "small feature enhancements" by connecting them to a broader vision of how you want to be perceived in the market. Product is happy because they are getting visibility into these smaller releases, and GTM is happy because t ...Read More

    330 Views
  4. Rachel Cheyfitz
    Rachel Cheyfitz

    Visual Layer S.Director of Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y

    • Adopt an in-app messaging tool that you can use to provide 100% of product feature updates.
    • Plan configuration of the widget so that it doesn't bother users, but does appear for them when relevant.
    • Manage tiers for product launches to track the relevant kinds of communications based on the size and importance of the feature for your existing customers, for your prospects and for those who don't know they need you yet ;)
    • Use segmentation and personalization whenever possible.
    402 Views

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