How can we leverage product marketing for post-feedback product updates? What's the best way to reintroduce a product to users who didn't initially like or understand it?

I like to think of Product Marketers as co-owners of their product(s). It is PMM’s responsibility, alongside Product Management, to build a successful product and drive key business metrics. With this framing comes a responsibility for PMMs to own the success of a product not just at its initial launch, but throughout its lifespan to drive product satisfaction, retention, loyalty and advocacy from customers. This makes our role in communicating ongoing changes to the product really critical, as ...Read More

If it's an enhanced/update product feature - great! It's a great way to build trust by telling your customer you listened, you leaned in, and here's how you've improved. Make it a mini campaign - email your customers who tried it before with what's changed, tell your customers who never tried it to take a second look, include any metrics from early testing, include your AMs and CSMs to engage your customers. The trick is if nothing changed about the product, the first launch fell flat, and now y ...Read More

This is a great question! At Wistia and HubSpot, we implemented a "Product Spotlight Series" as a monthly mechanism to showcase incremental product improvements to customers via email, blog posts, and videos. This approach reminds customers that your product is continuously evolving and encourages them to revisit features that they may have overlooked. Additionally, as the product evolves, it's essential to run campaigns that celebrate the new functionality. It's also beneficial to consider re-e ...Read More

There are two big categories here.  Speaking with a customer after specific feature feedback Re-introducing a product to a prospect/customer who said "no"  I'll address the first one in the question about capturing beta feedback. Quick summary: Show the customer how you listened and incorporated their feedback, and how it impacted the product and other customers.  The second is truly difficult. Once a customer has told you "no," or "this doesn't work for me," they have made a decision, and eithe ...Read More

This depends on how your organization views product marketing. If PMM is seen as a change management vehicle, what are the established rules of communicate for product changes/updates? In my experience, If we position the initial customer feedback session as an envisioning exercise, then there is no formal commitment that what we have introduced as a concept/beta is necessarily the end product. I believe this is fair as the purpose of collecting feedback is to understand if the original vision a ...Read More