Product Marketing
Product Launches
Product Launches
How do you test messaging before launching a new product? What are different approaches that would help us be confident about the message that would result in better conversion?
I took a survey and in person interviews with customers and did different exercises but I am wondering what would make me more confident about the message
Figma Product Marketing • 4y
I’m a big advocate of getting messaging in front of customers and potential customers directly. Here are a few ways I’ve done that recently:
Test messaging in product be...
26094 Views
How does a GenAI enabled platform change your approach to customer segmentation?
In a short time, everything is different. Customer segmentation is a hard problem. Does your previous customer segmentation still work? Did you adapt it? Did you create anything new? Or is it still so early that you're still figuring it out?
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 2mo
GenAI has meaningfully changed customer segmentation—not the fundamentals, but the resolution at which you can execute.Pre-AI, ICP definition was largely firmographic. Yo...
502 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
This varies widely by company, org structure, and maturity.When I worked for smaller start-ups, we only had 2 dedicated marketers: me (generalist) and my VP (also a gener...
2242 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 22
Madison's readiness questions and Andrew's launch run-of-show distinction are the right framework to start with. I'd add one specific test I've found most revealing in en...
214 Views
Sharebird CEO • 6y
+1 on being that grounding voice of the market! Also, 12 features in 12 days in December sounds stressful and amazing :)
2139 Views
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UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 19
Kelly's point about going uncomfortably narrow is the right instinct, and it's worth understanding why most teams resist it. Mini launches get bloated because everyone wa...
203 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 19
Kelly's framing here is exactly right. GTM Engineering isn't a threat to PMM — it's a forcing function that makes PMM sharper. When you can instrument, iterate, and measu...
207 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 19
Kelly's point about video as a workaround for AI demo instability is smart and worth doing immediately. At UiPath we've hit the same wall — AI outputs are probabilistic, ...
227 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 19
Kelly's framing around tiered launches and the constant drum beat is the right operating model. I'd add the enterprise dimension, where rollout mechanics change significa...
221 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 19
Andrew's point about staging the marketing launch based on proof points and customer readiness is the right instinct. I'd add the structural planning layer for how to thi...
217 Views
How to educate the company of the importance of a structured product launch?
As a worker for a new ventures team in a Wellness Tech unicorn, I have to juggle the necessity to be fast and testing with a good and structured approach and pitch. Sometimes the sales team goes over my head and starts selling without proper alignment.
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 2mo
Having product launches follow a set process is hugely beneficial for any team, especially a rapidly scaling one that is likely launching often. I like to start with what...
1539 Views
What are your core steps for determining if a global launch is really worth it?
And how do you sequence the path to action
Carta Vice President Product Marketing • May 14
I have a tiering system for launches as most companies do. I think about Tier 1 as launches that will impact revenue growth, so that becomes my measuring stick for whet...
392 Views
Carta Vice President Product Marketing • May 14
Depends on the potential impact of the launch. I have an internal guide for assessing impact, and then based on that impact a tiering system that helps us understand how...
389 Views
Carta Vice President Product Marketing • May 14
We use a pretty industry standard three tier approach. Here's my AI summary of the tiered launch strategy I've documented internally. Tier 1: Strategic Market DriversThe...
363 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 2mo
The most important thing with shifting launches and leadership whiplash is to assess impact. I typically run through a series of questions to better understand the contex...
2045 Views
Etsy Senior Director, Seller Growth & Retention • 9mo
Focus on building trust and strong relationships with stakeholders. Explicitly articulate the unique value of product marketing and your specific contribution in meetings...
857 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 9
April's functional list is the right starting point. What I'd add is the distinction between "approval" and "alignment," because the framing matters for how these convers...
166 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 2mo
I think about it in terms of ownership and altitude.Product management owns what we build and why.They define the problem, the roadmap, and the customer need.Product mark...
393 Views
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?
Any advice on KPIs tied to product launches?
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 5y
My advice would be to build this into your regular team processes. If your company has an OKR setting process, this would be the right time to cross-functionally align wi...
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5 Views
Google Product Marketing Lead • 1mo
Product readiness isn't a single gate. It's a checklist across three dimensions - product, story, and field.Across all launch tiers, the foundation is to make sure:Produ...
187 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 5
Stacie and Don cover the "bring comms in early" principle well. Where I've seen this get complicated at enterprise scale is the exact point of handoff and who owns what a...
159 Views
What do you use for internal Product Launch Process Alignment?
I am looking for a framework to use internally with executive stakeholders to align on a product launch process. Does anyone have a framework they have used successfully?
Amplitude Product Marketing Director • 1y
We have a pretty detailed NPI framework that breaks down the Product, Ops, GTM, Sales deliverables that are impacted across a tiered system of launches Tier 1 - New produ...
1405 Views
How can PMMs adapt GTM plans as early assumptions break down after launch?
Lately, I’ve found myself revisiting GTM docs I wrote just 6 weeks ago — and questioning half of it.
Most GTM plans are built on early signals:
👉 A few conversations with users
👉 Feedback from beta testers
👉 Initial market research
But then you launch.
Your assumptions meet reality — and sometimes, they don’t hold up.
Your ICP starts looking different
The messaging that resonated in interviews falls flat
So the real question is:
How do you integrate what you’ve learned — without rewriting everything from scratch?
ServiceNow Senior Director, Platform and AI Product Marketing • 9mo
Candidly, I think breaking assumptions after launch is just part of the job! A GTM plan is never “full baked”, I think of it as a hypothesis (backed by market research a...
1210 Views
CloudBees VP of Product Marketing • 2mo
In my experience at the enterprise level in B2B, PMM doesn't typically own channel selection directly. Others may have a different experience. I’ve owned the strategic in...
10427 Views
Adobe Director, Product Marketing & Strategy • 1mo
One of the top-of-mind challenges right now is the rate at which PMMs have to pivot. The market, customer expectations, and products are all evolving rapidly, and the pac...
1423 Views
What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 5y
Two words: customer stories! Product Marketers need to make sure that everyone is united in telling the same story about our product and its value. I always think of it l...
635 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 2mo
The biggest one I've seen across 12+ enterprise launches at Microsoft, Salesforce, and UiPath: the post-sale experience contradicting the positioning that closed the deal...
240 Views
WhatsApp Consumer Product Marketing Lead • 2mo
Metrics should always be a reflection of the specific outcomes we’re trying to drive. I like to use the "Goal, Track, and Guardrail" framework:The Goal (The North Star): ...
400 Views
WhatsApp Consumer Product Marketing Lead • 2mo
I calibrate my approach based on the strategic stakes of the launch. Examples where full-scale positioning may be needed:
Zero-to-One Features: When you’re establishing...
415 Views
WhatsApp Consumer Product Marketing Lead • 2mo
Risk mitigation is a critical part of GTM planning! Here’s how I approach it:
Paint the "What Could Go Wrong" Picture: Before a rollout, you need a clear view of your r...
469 Views
WhatsApp Consumer Product Marketing Lead • 2mo
I’m a big fan of theming launches, but I don’t anchor them on product pillars. Instead, I focus on narratives that drive top-line preference and brand love. Here’s how I ...
626 Views
WhatsApp Consumer Product Marketing Lead • 2mo
A good user acquisition strategy starts with full-funnel thinking and diagnosing where the biggest opportunity is before jumping to Marketing execution. Here is my go-to...
10473 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Specificity in battle cards is increasingly critical — sellers need specific prompts and concrete comparisons, not fluffy language, especially in a competitive AI landsca...
534 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Focus on the customer's day-in-the-life and the benefit you're delivering — not the features — to create differentiation that customers can actually feel.A specific examp...
566 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Running a demo by your customer advisory board before launch and watching their reaction is a powerful leading indicator of success.Before launching, run the demo by your...
539 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Superhuman's collaboration feature launch was positioned as 'Superhuman 2.0' — a complete platform relaunch — which made it harder to drive awareness of individual featur...
512 Views
Ting VP of Marketing • 2mo
Use the PR FAQ framework to align internally, and consider founder-led PR as an alternative channel — not everything deserves a press release.Additional strategies:
1. *...
516 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Be laser-focused on who you're building for, leverage social proof, and build in public to create hype and pull demand before broad availability.Key strategies:
1. **Las...
531 Views
Salesforce Senior Director of Product Marketing • 2mo
Tier your launches — parity features are still launches and still valuable to customers. Think of launches as either building a more complete solution or driving innovati...
537 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
AI accelerates competitive analysis, messaging gut checks, audience-specific copy, and creative development — all helping get products to market faster.Key ways AI is bei...
1282 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 2mo
What does your post-launch operating cadence look like for monitoring, retrospectives, and iteration on messaging and assets?A few pieces of advice for making sure your p...
384 Views
Iterable Head of Product Marketing • 2mo
Revenue. Both in terms of new business and expansion. If you only measure pipeline, you'll miss the thing the board really cares about. Remember that AI revenue is curren...
373 Views
Iterable Head of Product Marketing • 2mo
Lead with empathy and don't oversell. We have to remember that the AI-washing that's gone on has made buyers wary of the promises of AI capabilities. Think about the asso...
416 Views
Iterable Head of Product Marketing • 2mo
NotebookLM should be your go-to one-stop shop for your cross-functional teams to get what they need to run their workstreams. Instead of making people dig through messagi...
425 Views
CrowdStrike Director, Product Marketing • 2mo
AI capabilities can feel abstract to buyers, but this isn't a new problem for PMMs. Every major technology shift has required us to take something technically complex and...
429 Views
CrowdStrike Director, Product Marketing • 2mo
AI buzzword fatigue is real. PMMs feel it more than most because we're the ones closest to translating new capabilities into market-facing language. When every vendor is ...
436 Views
CrowdStrike Director, Product Marketing • 2mo
Launch tiering is one of the more challenging and honestly political parts of the PMM role, especially when you're supporting a single product area inside a larger organi...
436 Views
Amplitude Product Marketing Director • 1y
The types of metrics you would measure are quite subjective to the Go-To-Market strategy for your business.For example if your business goal is to drive distribution and ...
1313 Views
CloudBees VP of Product Marketing • 2mo
In my humble opinion, the specific tool matters less than having a centralized system of record that people actually use.For launch planning, Google Sheets is my go-to. I...
408 Views
Gusto Head of Product Marketing, Accountants • 2mo
This is one of the highest-leverage things you can do and it's chronically underfunded.I start recruiting beta reference customers the moment a product enters closed beta...
675 Views