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4 Answers

John Gargiulo
Airbnb Head of Global Product Marketing • December 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
Meta Head of Product Marketing, VR Work Experiences, Oculus • March 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
Mode Analytics VP of Marketing • August 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
Discord Head of Marketing • June 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
524 Views
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 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
2323 Views
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Sherry Wu
Gong Director of Product Marketing • July 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
1679 Views
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Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • January 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
1433 Views
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Manav Khurana
New Relic Observability Product GM • October 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
1169 Views
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Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 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
Airbnb Head of Global Product Marketing • December 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
Related Questions
How do you choose the right channels to activate the audience when you're launching a brand new product?Which KPIs do you track considering a product launch?Have you ever been part of a launch where the eng/product team brought in product marketers or customers after work has kicked off (but before launch) and influenced feature development? What was that like?What role should a product launch have with your existing customers?How does product marketing integrate with the PM team? Who decides what features to focus on in each launch? What documentation is provided to PMMs to help in crafting messaging?What is the role of Product Marketing compared to other parts of the business in driving product adoption?