Launch Messaging
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.
Unusual Ventures (former VP PMM @ Okta) Operating Partner • 6y
Ah, a tricky one! There are a few things that you can do, starting with a core team that you trust to participate in the fluidity that is message development. Typically...
1303 Views
WhatsApp Consumer Product Marketing Lead • 1mo
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 ...
593 Views
What are the best approaches to crafting a Go-to-market strategy when you are trying to unbundle a product feature and position individually?
The product is planning to switch from sales-led to product-led growth and self-serve.
Etsy Senior Director, Seller Growth & Retention • 1y
Unbundling requires articulating the specific value of a feature -and why it's different and special. Asking yourself questions like, how does this ladder up to the bran...
1621 Views
Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 2y
Going from single to multi-product is an exciting time. To build a cohesive narrative, it's important to begin with the foundation of product-market fit. Start asking and...
1724 Views
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 2y
Successfully operationalizing messaging for all go-to-market teams means giving these teams consistent messaging that effectively communicates the value of your product o...
798 Views
Stripe Head of Product Marketing, APAC • 1y
There’s a natural tension between generalized and segmented messaging, and striking the right balance is crucial. In general, I think of it like this:Generalized messagin...
1612 Views
Salesforce Senior Director, Product Marketing | Formerly Gong, Salesforce, GE • 3y
I'm sure every marketer reading this can agree, everyone has an opinion on messaging! Getting alignment is amongst one of the hardest things we do as PMMs. Here are a few...
699 Views
How do you evaluate your launch messaging when launching into a crowded market?
If you have a multi-pronged value prop
Grow Progress VP Marketing • 2y
Whether it's a crowded market or not, message testing with friendlies in the customer base is a practice that everyone should think about incorporating. Plan to do this a...
469 Views
Anthropic Product Marketing • 1y
Product marketing can function and have discrete successes without a clear “core” business narrative. However, for product marketing to be successful long term, I think y...
1337 Views
Warp Head of Growth | Formerly Shopify, Square, startups • 2y
I generally think PMM responsibilities fall into three buckets:Inbound - shape what is build and how it’s talked about Launch - announcing new products and features Outbo...
982 Views
How do you refine your messaging and get the latest one adopted even after launch?
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?
ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y
Successfully adjusting messaging is the hardest component of a Product Marketer's job. Doing so requires a huge amount of partnership and trust from customer-facing team ...
315 Views
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 4y
For new products and major features, I find it invaluable to go through a complete messaging exercise. This is an iterative process that involves collaboration with Produ...
1648 Views
Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 2y
Step one is to develop a clear view of what the different stages are. That process alone requires a lot of research, analyzing data (if there’s any), and internal agreeme...
1493 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?
AssemblyAI CMO • 5y
The primary goal of a beta should 100% be focused on improving the product and giving valuable customer feedback to your product, design, and engineering teams. The way t...
2469 Views
Sisense Principal Product Marketing Manager • 8y
For a SaaS products, Recurring Revenue is what sustains the business. Since selling to existing customers is easier and quicker than finding and converting new prospects,...
599 Views
Meta Senior Product Marketing Leader, VR/MR/AR Portfolio | Formerly Microsot • 2y
Moving to a shared view of priorities starts and ends with creating space for open dialogue. And, increasingly I've found myself learning how the job of a product markete...
296 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
> I encourage the PM team to consider product marketing as part of their team.
This is a great mindset for successful PM <> PMM collaboration!
2157 Views
Giant Stride Marketing Group President • 3y
Congratulations, you’re about to start on an exciting (and sometimes scary) journey! Luckily for you, you’re not competing with 100 graduates from Product Marketing Unive...
331 Views
Advisor & Investor | Product Marketing Expert | B2B | Formerly Pandadoc,Unbabel, McKinsey • 3y
Start by Figuring out the who first - who's your customer, your Ideal Customer, - who's buying, who's using, who's influencing.And you need alignment across the org, that...
268 Views
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
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
My short answer is to be scrappy and test with customers. Make sure your messaging can answer these questions:
- Does your message focus on one main point? People will ...
1320 Views
Visiting Media SVP Growth and Operations | Formerly Mozilla, LeapFrog • 4y
There's very little I can say that someone like April Dunford hasn't said better and I find her approach relevant across b2b (where she developed it) and b2c. The followi...
3247 Views
Zendesk Director of Product Marketing • 3y
First, I think it’s completely acceptable to not have the perfect messaging ready in time for your launch. It’s ok, and actually, very advisable to keep iterating on your...
766 Views
Twilio Vice President Marketing • 5y
You don’t want a new feature to distract from the main hero product so you should think about the specific benefit customers that already use your main hero product are g...
1748 Views
How can I use data for creating an ICP (instead of just relying on SMarketing brainstorming sessions?
There has got to be a better way to develop an ICP for ABM. I get the value of teamwork and collaboration, but sales people are (understandably) biased, and more importantly "classically conditioned" over time.
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 4y
Let the data tell the story of your ICP! Use your existing customer base as a starting point. Take your best customers and look at them in aggregate - what patterns emerg...
1448 Views
OpenAI Product Marketing | Formerly Twilio • 4y
I agree with Jack here. Ideally, new feature or product releases are planned as part of a larger story/theme you've set with PM so that you can keep referencing that them...
414 Views
OpenTable Director of Product Marketing • 4y
I don't think it's an either or (qualitative vs. quantitative), it really depends on how you use those insights throughout the recommendation process. I believe both are ...
389 Views
What are your creative ideas, tips, or resources that can help to improve storytelling skills?
I'd love to get better at using storytelling in my product launches. I know of the basics e.g. knowing your audience, focusing on the benefit and value over features etc. but I'm looking any creative ideas, examples, or resources that could help me really sharpen things up and hone my skills.
I'd love to hear peoples recommendations and experiences of how they developed their skills in this area.
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
The best of the best on this topic is Andy Raskin: https://raskin.medium.com. Highly recommend reading a bunch of his stuff, especially his now-famous Zuora sales deck de...
559 Views
Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 5y
The biggest change between an initial product launch and subsequent smaller launches comes with how you move between truly top-of-funnel tactics into more mid or lower fu...
589 Views
SpherePay VP of Marketing • 6y
1/ always start with what you have. This can include product usage data, user data, customer support calls, sales calls, etc. literally anyone that is customer-facing can...
2886 Views
How do you balance product development's desire to quickly ship products with marketing's desire to tell a compelling story/narrative? Have you had to influence release planning in order to have a more compelling narrative come launch time?
At times, waiting to announce a feature or product can lead to a much more impactful product launch. This can require patience on the organization's part. Think rolling releases vs. batched releases.
Figma Vice President, Product Marketing • 6y
Most often than not, features are going to get cut in what product ships. It's probably going to be more MVP than everyone had hoped for. I'm a fan of leaning forward and...
2915 Views
Personio Chief Marketing Officer | Formerly Microsoft, Autodesk, Dropbox • 6y
In terms of similarities, I think the craft of Product Marketing stays the same across B2C & B2B (SMB & ENT). The functional competencies required are generally c...
3354 Views
XYZ Venture Capital Partner & Head of Marketing • 6y
We've benefitted significantly from having a user education specialist on the marketing team. Fantastic individual named David Tibbitts, who joined marketing from our com...
2277 Views