All related (88)
Marcus Andrews
Director of Product Marketing, PendoJune 25
Strategic advice: Is it a good idea to do them at the same time? You could separate them and stretch out the pop you’d get from each. Also, can you tie them together? For many companies their brand story is tightly aligned to their product story, this is especially true for product driven companies. Which in my opinion are the type of companies that built to win in the future. Tactical advice: Do some sort of event for the rebrand. Such a good opportunity to bring people together who you care about and build some momentum with your advocates around your new name and identity. Hope that ...
Bryan Sise
VP of Marketing, Process StreetJune 2
It sounds like you’re in for a fun and challenging few weeks :). While they’re likely to be stressful, they might end up as some of the most memorable of your career. I would focus on “doing less” on launch day / rebranding announcement day, then activating with elaborative messages and resources in the following weeks and months. By “doing less”, I mean that what’s most critical on launch day / rebranding announcement day is that you get your message in front of the right people, and that your message resonates with them. They’ll only be willing to give you a moment of attention, and the...
Josh Colter
Head of Marketing, WovenJuly 9
Strategic advice: Combine the launch and rebrand into a single narrative. Your company rebrand should allow you to position yourself within a story where your customer is the main character and you are the impact character who helps them make progress (think customer = Luke Skywalker and you = Obi Wan Kenobi). Your product would then become the magical gift or power (ie Lightsaber for those still following the analogy) that you offer to the main character to help them along their journey. Tactical advice: Find a couple of customers who love you and prep them to talk to media that you not...
Jodi Innerfield
Senior Director, Product Marketing, Salesforce
Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-court press (whatever that means for your company!)  Moderate improvements, new SKUs, bigger features that are exciting but not totally new and different for the company are the market are more medium-Tier launches. Smaller features and incremental updates can be covered in release marketing only, m...
Sherry Wu
Director, Product Marketing, MaintainX | Formerly Samsara, Comfy, Cisco
The tactics behind a product launch all boil down to three strategic questions:  1. Why does this matter for the business? 2. - 3. Why does this matter for your customers? 4. Why now? These are deceptively simple, but think about all of the answers that you need to have.  Having the answers to these two questions will determine This will determine the resources that you put into a launch, how you promote it, and who you promote it
Kristen Ribero
Senior Director of Corporate Marketing, Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...
Sarah Lambert
SVP, Marketing, Buckzy Payments
There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.
Diana Smith
Director of Brand and Product Marketing, Twilio.org, Twilio
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions. Hope that helps!
Derek Frome
Vice President Marketing, Ouster.io
Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or ...