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What’s your advice on how best to handle communicating tier 2 and 3 product releases? E.g., all of the updates that aren’t big, flashy new features?

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4 Answers
Launch Channels Launch Strategy
  1. Erin Gunaratna
    Erin Gunaratna

    Chargebee VP, Corporate Marketing & Comms [Prev. Product Marketing] • 5y

    Honestly, the less “flashy” launches are often my favorites, because these releases may have a smaller audience than a major launch would have, but if you do them right, it’s sooo fun to watch those audiences lose their minds out of happiness when they hear about a new feature that will make their lives easier! I made some recommendations for specific communication tactics on Tiers 2 and 3 in my answer to the “not all launches are created equal” question. Generally, the name of the game with the ...Read More

    1,592 Views
  2. Christine Sotelo-Dag
    Christine Sotelo-Dag

    Close Head of Product Marketing • 5y

    This is a common challenge across every product marketing team. It is a delicate balance in ensuring the market and your customers are aware of what you've built, while not overwhelming them with too much noise.A few things that we've seen work well are releasing smaller tiered launches in a quieter fashion with either a change-log/product update or very targeted customer communications, and resurfacing these releases in some of the roundup activities we do. For example, we release quarterly blo ...Read More

    830 Views
  3. Julia Szatar
    Julia Szatar

    Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y

    A lot of companies use a Changelog for these smaller launches. Your most engaged users will subscribe to the Changelog and get notified when you update it. There are tools like LaunchNotes you can use for this. https://www.launchnotes.com/ 

    And then some features are self-explanatory and you may not have to communicate about them proactively at all. People should be able to discover them in-product (with a "new" label, or just from using your product). 

    708 Views
  4. Anand Patel
    Anand Patel

    Appcues Director of Product Marketing • 4y

    We tier releases for a reason—you can't scream about everything otherwise customers will shut you out. That being said, there is still a ton of value in communicating even smaller releases. Some ways to handle these tier 2 and 3 releases are: Include these in your external-facing release notes/changelog. You see a lot of companies have this live on their website somewhere, a dedicated landing page, within their help center, or sometimes in-app. As Erin mentioned, some of these features, especial ...Read More

    350 Views

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