Product Marketing - Product Launches - Page 2

Often time when the launch goes general announcement (GA), everything seems finish. But obviously, launch is a series of events around a theme and it can last long after GA, especially in terms of messaging refining. But how do we keep the go-to-market team engaged to adopt it after launch?

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When you think about product launch, what post-launch activities are mission critical?

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What are your best tools to leverage product launches? Where do you find the most challenging? When is Product Marketing involved in the launch?

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How do you differentiate between different size launches? Who determines the size?

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How do you build a scalable launch process? What are the failure modes or signs of an unscalable launch process? How do you determine when (or if ever) a product launch should be delayed to match the product marketing launch schedule?

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What documents do you create for messaging of a new product and or feature. What are ways in which you differentiate the messaging? Do you create a matrix of messages via vertical, persona etc?

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What is your process for developing buyer personas for a new product launch?

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What is the end to end process you follow for an internal launch of the product? What documents / collateral would you advise for a) training internal stakeholders b) getting them excited about the launch?

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How to manage a PDE function that does not want to commit to any dates, ever, but also does not want to uncouple release from launch?

I'm establishing PMM at my org as a function, and trying to put in place a launch process. The PDE function are used to just shipping when ready, without giving thought to the need for a launch plan. We're missing opportunities to launch, but also annoying clients by not giving enough notice when we plan to roll out new features or functionality.

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We've all been there - leadership routinely pushes back the launch days or weeks before a big launch. How do you address this with leadership?

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How do you make decisions around channels to use for new product launches?

What are some of the key questions you want to answer when evaluating channels for a product launch and how do you go about finding these answers?

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How do you effectively incorporate webinars into product/feature launches pre and post release? Can you help give us tips in navigating internal conversations where there is push and pull on teams being challenged with demand generation vs client training focus on these webinars but bandwidth to only to do 1 or 2 total webinars.

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What is the role of product marketing with product launches in a product led org?

How do you lead your product management team?

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If you had to build out a team of PMMs from scratch, how would you organize your team and which roles would own what?

In other words, if you went from one to ten - what would the structure look like? 1 Director/team lead, 2-3 Senior PMMs, and 4 PMMs? Would the team be divided by audience segment? By product? By strategy vs. tactics (i.e. larger GTM vs product launch)?

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How do you strike the balance between educating users, showcasing new features, and driving continued product usage through content in the post-launch phase?

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Who is ultimately accountable for post-launch product adoption?

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What key metrics do you track to measure post-launch success beyond just vanity numbers like downloads or sign-ups?

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How do you tailor post-launch messaging to resonate with different customer segments at different stages of the adoption journey?

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How do you ensure your launch's excitement translates into long-term adoption and community engagement?

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How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

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How do you figure out how to spend your time between doing product marketing as demand gen, engagement, retention, and sales?

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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.

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What are the most successful enablement practices you have conducted in your experience to help assist with small, medium, or large product launches?

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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?

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How much emphasis is put on creating messaging/driving adoption for a new product with existing clients versus focusing on using that product to drive new business?

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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?

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What is your go to market planning blueprint?