Product Launches

3 Answers
Courtney Craig
Courtney Craig
Shopify Head of Retail Product MarketingMay 22
* First of all, if it's really dull and doesn't add value - don't market it! It's ok to not market every single feature launch. Develop a tiering system or criteria for when you put effort into marketing a feature launch. You don't want to burn out your audience on features that are sma...Read More
840 Views
18 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 9
I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with...Read More
2363 Views
17 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
768 Views
2 Answers
Reshma Iyer
Reshma Iyer
Prepared Head of MarketingMay 24
The tiering system has really helped establish how much marketing force will be applied. For tiny improvements, the process can range from nothing to a small cross functional team executing on the launch plan for e.g., if a version change is being pushed which does not impact the end user, this c...Read More
482 Views
6 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPMay 22
I love this question.  Let me start with an example. What is a demo? Is it a demonstration of a product's features and capabilities? or Is it an excuse to get on a call with a prosepct, talk about the product but spend most of call doing discovery and tailoring the features exactly to what the...Read More
351 Views
5 Answers
John Gargiulo
John Gargiulo
Airbnb Head of Global Product MarketingDecember 1
Research is so important. The closer you are to your customer, the more credibility you have. If you're fortunate enough to have a research org at your company, even better. My first weeks at Airbnb were in large part spent sitting in with the research team as they interviewed our users.    In ...Read More
2939 Views
6 Answers
Christy Roach
Christy Roach
AssemblyAI VP of MarketingDecember 10
I count these as “Tier 3” launches which I define as: Relatively small product updates that a subset of your current customer base will care about deeply. You are spot-on that they’re important for users to know about. Usually, it’s a specific group that needs to know about it. For example, we u...Read More
1120 Views
8 Answers
Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 21
Define your why: * Why does this feature/product matter? (value) * What use cases does it solve for? (messaging)  * How does it compare to the "old way" of doing things? (solution statement) * How does it compare to the competition? (competitive differentiator) * What does good look like fo...Read More
1159 Views
4 Answers
Patty Medberry
Patty Medberry
Infor Senior Director, Product MarketingJuly 28
Launching a product too early or too late can impact launch success. In many organizations, there is a lot of pressure to launch products before they are ready. In launching too early, I have seen the following results: * Loss of trust - quality issues or changes in product availability can aff...Read More
1083 Views
6 Answers
Rowan Noronha
Rowan Noronha
Clari Advisor (Product Marketing)October 14
1/3 of new product launches do not meet their revenue targets. Why? Combination of poor co-planning by sales and marketing, aggressive competition, changing buyer trends, in addition to being overly optimistic. Listen, I'm not saying to be pessimistic or conservative, but be realistic with your l...Read More
1775 Views