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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
2844 Views
1 Answer
Jeff Rezabek
IRONSCALES Director of Product Marketing • April 24
That's a really good question. It really depends on the goals of the company and how the launch aligns with them, but it's better to measure something than push the launch out the door and call it done. Here are a few things that you could measure to determine the success of a product launch: *......Read More
12 Views
4 Answers
Ruturaj Patil
Google Product Manager • October 10
I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy......Read More
535 Views
11 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 17
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More
2292 Views
11 Answers
Priya Gill
SurveyMonkey Head of Global Marketing • December 12
If you understand the customer problems or market gaps you’re solving for, then you should be able to hone in on your target buyer and the types of customers you want to attract. It’s a lot easier to narrow down to an ICP if your product is already established and you have a base of customers to ......Read More
1529 Views
If your product team works in two-week sprints, how do you balance and prioritize each launch? In other words is a "release" always a "launch" and how do you differentiate and treat each?
Product team releases something worthwhile (to a degree) every two weeks. A new feature is released in an MVP stage (not always in beta) and frequently iterated on. How does a small team manage the constant updates to existing products to ensure clients are informed (so the updates get used/don't take anyone by surprise) but aren't constantly being bombarded by marketing messages.
5 Answers
Roopal Shah
Snowflake Head (VP) of Global Sales Enablement • January 23
So first of all, you don't necessarily need to "launch" every release to the market. In my experience with B2B enterprise SaaS, we typically had various product teams on various schedules and even if we got them on a common schedule, it didn't mean that every feature needed to be "launched". Laun......Read More
381 Views
1 Answer
Greg Gsell
Attentive VP, Product Marketing • April 16
The key to build messaging that scales is to spend extra time on the core messaging hierarchy at the beginning. Spend the extra time debating and socializing key concepts like: * Who is it for * What situation are they in? * Pain Points * Top level message * Supporting Messaging points......Read More
533 Views
7 Answers
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
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
886 Views
4 Answers
Molly Chapman
Moorepay Head of Product Marketing • August 25
The truth is, every launch is going to come with risks, and these vary from business to business. Of course, the longer you have been with a business, the easier it is to know the common pitfalls when it comes to launching and delivering a GTM plan. If you’re new to a business, or the PM functio......Read More
224 Views
4 Answers
Iman Bayatra
Coachendo Director of Product Marketing • November 7
To craft an effective GTM strategy, it’s crucial to identify and address potential pitfalls. From my experience, the top 3 GTM strategy risks can be: * Poor Product-Market Fit: Ensuring your product aligns perfectly with the market and addresses customers' pain points is paramount. The lack......Read More
1376 Views