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Product Launches
1 Answer
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More
1670 Views
1 Answer
Scott Swigart
Shapiro+Raj SVP, Technology Group • August 13
We're just wrapping up a research project with B2B tech marketing leaders (mostly CMOs) on their use of generative AI for marketing. We haven't done all the analysis yet, but here are some of the clear takeaways. * Companies are in various stages of investigation. Some companies are barely ......Read More
348 Views
1 Answer
Julien Sauvage
Clari VP, Corporate and Product Marketing • November 29
Great question! First off, it's mostly with the PM team, less so with Eng. The PM<>PMM relationship has to be symbotic. I typically like mapping a PMM to a Group PM (managing several individual PMs), and these "pods" then have a weekly cadence and do a global readout of activities, metrics,......Read More
175 Views
1 Answer
Julien Sauvage
Clari VP, Corporate and Product Marketing • November 29
Same as everyone else. Do more or better with less.
With that, we all have to stay extremely focused on:
Team and individual business impact (not activity)
Team's morale and keeping it fun
Tools, process and tech to help automate some of the tasks - e.g., AI.
175 Views
If you have to improve the adoption rate of a SaaS product, where would you start?
Like what are the first things you would check/do?
7 Answers
Jessica Webb Kennedy
Tailscale Head Of Marketing • December 8
I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit......Read More
1746 Views
What are some key ways to preserve "launch momentum" after the actual launch to get more customers to use said launched product or feature?
Looking for strategy, tactics, stakeholder training, and examples
4 Answers
Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
Great question. I have worked in the consumer electronics/Hardware industry for most of my career so my answer is going to be from a consumer product launch pov. I have seen many launch teams make the mistake of defining "launch" as the initial period usually lasting a day (or perhaps a few days)......Read More
1193 Views
4 Answers
Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 25
At HubSpot our PMMs are aligned by product line and are aligned to a Product director and GM, although we still meet regularly with our individual PMs. I think in general we try and tell a higher level story that doesn't really focus too much on any one feature but often certain features are v......Read More
1447 Views
4 Answers
Daniel J. Murphy
Marketing Strategy Consultant • September 22
You shouldn't be working on a product launch without a launch goal already set in place. Launches should be either: 1) focused on helping hit a strategic company goal 2) focused on helping grow a new product Your launch goal should be a short term focus: book 50 sales demos, get 200 cust......Read More
980 Views
4 Answers
1. Always set a clear objective, then work backwards from there. Why is the relaunch happening? Either because the first attempts were deemed unsuccessful by some performance metric, or because there has been a pivot in the business that requires getting the product in front of a new audience (eg......Read More
718 Views
3 Answers
Priya Kotak
Figma Product Marketing • February 23
I believe the key to having a cohesive launch narrative comes down to putting your new product into context of your existing product(s). While each product will need its own positioning, and may even appeal to different audiences, an overarching narrative can help tie everything together. We rec......Read More
852 Views