What is the role of Product Marketing compared to other parts of the business in driving product adoption?

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 usage of the product, but which parts of the product. How are people interacting with your features? Where are they dropping off? Where are they spending their time? This will give you context and clarity to mo ...Read More

Post-launch momentum, what I call "Rolling Thunder," is one of my favorite topics! I think a lot of times people throw in their hats when the launch moment is done, but this is really when it's just beginning. A good strategy is to take some of the "core" assets you've created for the launch (e.g. a case study, presentation with new stats, a blog post) and to chop them up and use them in many ways. A good way to frame it is: How can you reuse and improve the content over and over again to hit yo ...Read More

PMM ultimately shares adoption goals with Product. There's two sides to adoption though: awareness and usage. PMMs focus is primarily in driving awareness and education (how and why you should use the feature), and Product's focus is usabilty (building a feature that solves a real problem). Because PMMs shares adoption goals with Product, it's important that PMM share back to Product user insights and barriers to adoption. To do this, you need to track performance of each channel involved in the ...Read More

I always like to have a product adoption goal Day-of, 1-months, 3-months, 6-months, and 1-year out. Having this clarity is critical to figure out what we need for launch and in the weeks, months after launch.    The next step is to back into the awareness, lead (if sales led) and conversion goals from that adoption goal.    I see PMMs as the CMO of their product. They are the QB for product adoption goals. Looking at the product adoption metrics on a weekly basis is good cadence to keep an eye o ...Read More

It’s never too early to connect with your customers to constantly expand and deepen the strength of your product. Get insights from your customers through product usage data - where are you seeing dropoff? Form hypotheses on why through customer interviews and customer-facing teams, and validate those hypotheses through experimentation or surveys.  At Asana, adoption is a team effort. Teams such as product marketing, product, design, user operations, and for our larger customers, customer succes ...Read More

In an enterprise B2B business, you’ll often be working closely with customer success and product management on driving adoption post-launch. Marketing can provide air cover in the form of email nurture programs, relevant content, regular product update communications, and internal trainings. But often customer success and product will need to take the lead in getting customers to successful usage of the product.    The answer to the second part of your question depends on the business model, num ...Read More

Launch isn’t just about market awareness, pipe and ARR/ revenue, it’s also about product adoption - MAU, WAU, DAU, product page views, clicks, etc. To optimize your post-launch product adoption, you need an integrated campaign approach where you reuse a lot of the content that was put together for the launch. Remember, a lot of time and effort was put into that launch and as such, it's your responsibility to reuse a lot of that content, repackage it to make it live a second or third life after l ...Read More

In my experience, most product teams are not well incentivized to pursue adoption over moving onto the next feature or problem to solve.  Dedicated product growth teams are great for this, and if your organization has one, then it's likely their job to drive product engagement. Product marketing can support this with customer marketing and the right messaging, or in targeting non-engaged users / non-customers.  In cases where there isn't a product growth function / team / person, then I think th ...Read More