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What are the top 5 "don't"s you see too many PMMs doing when launching a new product as a product marketing manager?

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4 Answers
Launch Channels Launch Strategy
  1. Emily Ritter
    Emily Ritter

    Gorgias Chief Marketing Officer • 6y

    * not getting involved in the product development process early enough
    * not talking to customers directly
    * not asking “how might this NOT work out” aka a "Pre-Mortem" (and developing mitigation plans accordingly)
    * not spending enough time thinking about a “day 2” strategy
    * being too precious about messaging - test it! A great way to validate messaging is with sales - they can be a secret weapon as they’re essentially testing messaging all day every day on their own.

    2,615 Views
  2. Erin Gunaratna
    Erin Gunaratna

    Chargebee VP, Corporate Marketing & Comms [Prev. Product Marketing] • 5y

    When I interview candidates for PMM positions, one of the “x factors” that I always look for is humility — but not just because I want to hire good team players.  People with intellectual humility know that they don’t always have all the answers, which gives them the openness to new information and new ideas that is so key to long-term PMM success. If you don’t have intellectual humility, you’re at risk of making assumptions that can come back to bite you later on.  So, my top 5 “don’t”s are all ...Read More

    1,127 Views
  3. Caroline Silverkorn
    Caroline Silverkorn

    Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 5y

    No clear messaging target - it’s almost impossible to write copy for everyone, so it ends up being for no one. In this scenario, we also become more tempted to use our internal lingo in absence of anything more specific, which almost never works. Even if you want to reach a broad audience, decide who is most important to influence and write to them. Adding more features or products to a page rather than recontextualizing the whole. Make sure you’re not just positioning the feature or single prod ...Read More

    1,257 Views
  4. Julien Sauvage
    Julien Sauvage

    Clari VP, Brand, Content and Product Marketing • 4y

    We product marketers all have PTSD from product launches that didn't go as planned! So let’s talk about a few common pitfalls. The biggest one is probably the lack of exec buy-in. If you don't have a strong sponsor, don't even try launching a new product. Another big one is not being able to communicate broadly enough. But at the same time, you don't want to fall into the trap of having cross functional meetings with a lot of people where nothing actually gets done and you have too much noise an ...Read More

    515 Views

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