What type of marketing activities should be considered in parallel while products are in development?

Answer

6 Answers

Launch Channels Launch Strategy Influencing the Product Roadmap

April Rassa

Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 6y

When a product is in development you typically will be working on a launch plan in parallel.

These elements include:

- GTM strategy: product adoption strategy, pricing/packaging, competitive, customer playbook

- Internal enablement & comms strategy

- Sales enablement/technical enablement (product docs, training)

- External comms and planning (PR, analyst briefings, customer comms, customer testimonials, etc)

- Demand gen plan

1,964 Views
Jeffrey Vocell

BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 5y

Your positioning and messaging should be written in parallel with development, and ideally should be finalized before the product goes into a wide beta. But if you're working on a larger launch, it's likely you'll need to start other activities ahead of time too like: Video: Any video asset you create will likely have a long lead-time. It will require things like a script or outline, planning, screenshots, and a whole lot more. You should get as much of the planning for video content done ahead ...Read More

1,152 Views
Sarah Khogyani Wolf

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 5y

There are a few reasons I typically observe for why PMMs engage in Marketing before the product is ready for GA (general availability). If there's an alpha/beta stage, PMMs are working on tailored communication to drive success and learnings from those early customers. If the sales/deal cycle are longer for this product, PMMs may start enabling sales to start the pre-sell motion before the product is GA.

1,066 Views
Katherine Kelly

Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y

While products are in development the best thing to focus on to get a jump on your GTM is defining the target audience. The specific features may change and that may impact your specific messaging and content etc, but the overall use case should be fairly stable if it's in development so you can work on who you're going to go after and what you want them to do (adopt, upgrade, buy, etc) and then start making links to any existing GTM plays, is this product going to be part of an existing play or ...Read More

460 Views
Nicole Quick

Contentstack Director of Product & Technical Marketing | Formerly Optimizely • 1y

As products are being developed, Product Marketing can engage in several parallel activities to prepare for a successful launch and encourage adoption. These activities encompass strategy, market preparation, and internal enablement to ensure team alignment and readiness. Here are some key marketing activities to consider: Market Research and Validation Customer and Persona Development: Based on updated market research, refine target personas and validate their needs and pain points with existin ...Read More

268 Views
Jeff Rezabek

Workyard Director of Product Marketing • 1y

While a product is still in the many phases of development, there are a number of activities that you, as the Product Marketer, can work on in parallel.For example: Messaging Testimonials - There will likely be a beta release where you can tap some of the early users to capture a quote for the press release and other communications Press Release Internal Enablement Launch day communications (internal, customers, prospects, partners) Content Marketing (blogs, webpages, one pagers, research articl ...Read More

193 Views