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4 Answers
John Gargiulo
John Gargiulo
Airbnb Head of Global Product MarketingDecember 1
SUCCESSFUL:   - At Bluestacks in 2011, we were gearing up to launch software that let you run any Android app on a Windows PC. I had letterpressed wedding invitations made for the union of Android and Windows and sent them to around 100 thought-leaders in tech including Steve Jobs, Bill Gates, ......Read More
8209 Views
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, OculusMarch 18
Success = Changed the behavior of the customer to embrace the transformative shift. For every successful launch, we were able to change the behavior of the customer, and the customer created a habit to use that experience.  We think about metrics that will show a behavior shift of the custo......Read More
949 Views
Emily Ritter
Emily Ritter
Mode Analytics VP of MarketingAugust 7
In a previous role, it had been awhile since the team I was working with had shipped anything. We were heading into the holidays and I was starting to worry about demonstrating momentum, especially as our sales team worked to hit their quotas. A ton of small features were in the works but nothing......Read More
1299 Views
Mike Polner
Mike Polner
Discord Head of MarketingJune 10
One of my favorite activations that we did was super early on Uber Eats was we produced a bunch of fortune cookies with fun fortunes and promo codes in them. Then we distributed them to drivers to give to passengers in the back of their Ubers. The idea was to help convert Riders to try Uber Eats.......Read More
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Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch StrategyJanuary 13
The channels you use depend upon the audience you're reaching. Where does your audience spend time? What channels have historically worked best for your organization or similar products?  You can usually get a good sense of channels to activate based on persona research. Even if you're launching......Read More
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Sherry Wu
Sherry Wu
Gong Director of Product MarketingJuly 20
There are two categories of KPIs - business KPIs and launch performance KPIs. For both types, the KPIs you choose to track depend on the goals of your product launch.  Let's say you're introducing a new revenue-generating product. The main business goals of the launch might be to create brand ......Read More
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Mary (Shirley) Sheehan
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product MarketingJanuary 17
Yes, definitely. Although it’s not ideal, it can happen and you can make an impact in terms of helping them understand product feature prioritization, since they probably already have some idea of what they're building, and (hopefully) who they are solving a problem for.  If there are a ton of......Read More
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Manav Khurana
Manav Khurana
New Relic Observability Product GMOctober 11
Existing customers are the best source for new product adoption and should be the primary target audience. With new customers, you need them to buy into your company, and then buy into your new product. That's hoping for two miracles, vs. one with existing customers.    Plus, it's so much easie......Read More
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Marcus Andrews
Marcus Andrews
Pendo.io Sr. Director of Product MarketingJune 26
At HubSpot our PMMs are aligned by product line and are aligned to a Product director and GM, although we still meet regularly with our individual PMs. I think in general we try and tell a higher level story that doesn't really focus too much on any one feature but often certain features are v......Read More
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John Gargiulo
John Gargiulo
Airbnb Head of Global Product MarketingDecember 1
Great question. Post-launch is the most underrated parts of the cycle. You've spent months aiming the rocketship, putting fuel in the tank and blasting off - now you've got to steer. Let's break it down into three steps: 1) ANALYZE The first thing is to immediately begin watching not just usa......Read More
17103 Views