Product Launches

1 Answer
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingJune 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
2332 Views
What tactics help keep your cross-functional teams engaged during a LONG lead up to a big launch?
Nobody wants another meeting, but it's important to keep urgency and momentum. How do you keep everyone informed, aligned and bought in.
1 Answer
Iman Bayatra
Iman Bayatra
Coachendo Director of Product MarketingMarch 18
I totally agree with you. Nobody wants another meeting! In fact, loading up with endless meetings is a recipe for disengagement. Here are some tactics I follow to keep stakeholders informed, aligned, and engaged throughout the entire process: 1. Phased communication: Personally, I begin with ......Read More
39 Views
How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
7 Answers
Emily Ritter
Emily Ritter
Mode Analytics VP of MarketingAugust 7
A bit of an “it depends” answer. Sometimes people use betas for QA: does the feature we built work end-to-end? Other times betas can help you determine if you’ve hit product-market fit with your product. And everything in between. It’s best to get super aligned cross-functionally at the KICKOFF ......Read More
1668 Views
9 Answers
Anjali T. Cameron
Anjali T. Cameron
Landed Head of MarketingOctober 5
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 headl......Read More
755 Views
5 Answers
Emily Ritter
Emily Ritter
Mode Analytics VP of MarketingAugust 7
Small: tight, thoughtful FAQs. Keep it simple. Prep a concise one-pager that delivers the facts and moves on. Large: think about enablement as a mini bootcamp program rather than a one-and done. Work with managers in advance to get their input on what their teams might need. Do in-person training......Read More
1562 Views
8 Answers
John Gargiulo
John Gargiulo
Airbnb Head of Global Product MarketingDecember 1
It's always easier to sell in new things to an existing audience than try and build a new one. It also depends on your philosophy. If it is like Airbnb's original, "Get 100 people to love you rather than a million people to sort of like you," you should focus on your existing users. If you feel l......Read More
2457 Views
What questions do you ask users when trying to improve user onboarding from a product marketing perspective?
I'm a product marketing who has been tasked with helping to improve the onboarding experience from a product marketing point of view (emails, comms, in app messages. I have a list of new users that haven't returned to the platform and I'd love some thoughts, feedback, and insights from previous experience.
8 Answers
Pulkit Agrawal
Pulkit Agrawal
Chameleon Co-founder & CEOFebruary 5
I would approach this in two ways: 1. Identify where the problem lies -- use quant data to understand where drop-off is occuring 2. Identify why the problem exists -- understand user motivation and where the friction is in their flow that's preventing them from succeeding. For the latter, you c......Read More
829 Views
How do you approach building a land and expand strategy?
Let's say for a product like Slack, how would you leverage marketing, product, sales and CS functions to increase Slack adoption across the company. I read this article on how IBM adopted Slack (https://medium.com/design-ibm/listen-to-the-wild-ducks-how-ibm-adopted-slack-2bcfd3732680) and I was wondering how the product marketing team at Slack would formulate it?
5 Answers
Christy Roach
Christy Roach
AssemblyAI VP of MarketingNovember 18
I can’t speak for how a team at a company I haven’t worked for but here’s how I’ve seen land and expand work well in the past. The TL;DR is that your land strategy should be very focused on the initial purchase/use of your product and your expand strategy should focus on building on momentum from......Read More
3049 Views
How do you manage the internal communication of releases?
Any tips for this to happen recurrently and clearly for all stakeholders who need to know this information in advance?
5 Answers
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product MarketingSeptember 8
First off, we should clarify that releases do not mean launch and vice versa. There's a distinction there that I believe we will address in another question, part of this AMA! Am gonna be oversimplifying, on purpose. Product releases are mostly geared towards existing customers. Your install ba......Read More
391 Views
6 Answers
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingJanuary 24
These are typically small launches with functionality that maintains market position, parity, and performance. Communication channels should include but are not limited to: internal - slack announcement with positioning brief, external - cs/sales outreach template, targeted email announcement, ne......Read More
738 Views