All related (49)
Claire Maynard
Marketing, MagicalFebruary 9
At Atlassian, we've found that in-app feature announcements work really well as you have the ability to reach the user when they are in the context of your product vs perhaps checking email and thinking about something else. Here are some tips to make your in-product announcements more effective: * Be highly targeted: Unless you're announcing a major feature or product that is useful to every type of user (which is rare!), it's most effective and definitely less annoying to customers, if you target your message to the users who will value it the most. Start with a specific group ...
Anna Wiggins
Sr. Director Product Marketing, BlueVineJanuary 17
Product UI real estate is a powerful, contextual tool in introducing new launches. Your customers are most engaged and most likely to take action on your new launch when they are already in the product. And this is especially true for a self-service model because frequently this is the only way customers will find out about a new launch. Depending on how your product is built or your product and engineering capacity, you have many options to highlight a launch in the UI. You can use “new” feature flags, product tours, contextual nudges, banners, walkthroughs, videos, and even interstitial ...
Christy Roach
Head of Portfolio & Engagement Product Marketing, AirtableNovember 17
There are three main ways that I like to announce features in-product. Please note: I do not recommend you do all three at the same time unless you want your users to find you incredibly annoying. Each has their own time and place, but I find each to be effective in their own way. I've ranked these from least disruptive to the user to most disruptive to the user below:  * Contextual announcements: One of the most seamless ways to help customers discover new features is to include the announcements, tool tips, or updates right when they can and should use it. This means that instead ...
Marcus Andrews
Director of Product Marketing, PendoJune 25
I think you’re asking if it’s behind a pay wall and not just a free product? If that’s the case, you need material (video!) that can act as a demo, people want to see product, not just read about it. Salespeople who can give great demos and free trials are often a really effective a launch tool. 
Pulkit Agrawal
Co-founder & CEO, ChameleonJuly 4
My one piece of advice on this though is to make the announcement about the WHY and not the HOW. Too often teams focus on showing people the feature (through a feature tour or tooltip etc.) but that really misses a key step, which is to get someone excited about how the change can add value to their life and work.  Here is my suggested framework for in-product announcements (having worked on this for many years): 1. 2-3 weeks before launch: provide a heads-up / short teaser to let a user know a change is coming and why they should be excited by it. This also helps quell any ...
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...
Esben Friis-Jensen
Chief Growth Officer, UserflowJanuary 19
Great question. * For bigger features I think it is okay and also effective to be very much in the face of the user, with e.g. a modal that the user actively have to close. One can even add a product tour of the feature and/or a video. * With smaller features I would use more subtle hotspots with tooltips or similar. All of this can be build with Userflow by the way.
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
Anjali T. Cameron
Head of Marketing, LandedOctober 4
We typically use one of two options, depending on the business and customer impact of the feature. For new features with huge upside or the potential to cause a lot of customer confusion if not explained carefully, a more disruptive, in product modal is effective. Design it with a strong headline and a visual element and show it to customers upon login. Customers will be "forced" to engage with the modal and any subsequent pages before taking an action or closing out. Modals provide a reasonably large piece of real estate so you can include a compelling graphic or screenshot and plenty o...
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, Adobe
Ideally, it's a combination of the GM, product management and product marketing. The GM would set the overall business goals for the year or quarter including revenue. The PM often drives the product launch adoption and revenue goals for that product. PMM often builds the plan with the metrics to help back into those goals.  The important thing is that if you see a gap, make sure that someone is owning all of these goals, otherwise, it will be meaningless to have launch metrics.