Product Launches
How does a GenAI enabled platform change your approach to customer segmentation?
In a short time, everything is different. Customer segmentation is a hard problem. Does your previous customer segmentation still work? Did you adapt it? Did you create anything new? Or is it still so early that you're still figuring it out?
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 2mo
GenAI has meaningfully changed customer segmentation—not the fundamentals, but the resolution at which you can execute.Pre-AI, ICP definition was largely firmographic. Yo...
502 Views
Carta Vice President Product Marketing • May 14
Tips for something small like this would be to go uncomfortably narrow. Going broad can feel good because it's visible, but in this case you need to get your feature in t...
395 Views
Carta Vice President Product Marketing • May 14
Another very top of mind question for us. I don't see these roles as interchangeable or even dilutive. Right now my PMM team is thinking a LOT about the customer journe...
379 Views
Carta Vice President Product Marketing • May 14
Ooph, such a great and timely question!One of the biggest problems we're seeing right now is the instability of the AI itself to do what we expect it to. We've fallen bac...
371 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 19
Kelly's framing around tiered launches and the constant drum beat is the right operating model. I'd add the enterprise dimension, where rollout mechanics change significa...
222 Views
How to educate the company of the importance of a structured product launch?
As a worker for a new ventures team in a Wellness Tech unicorn, I have to juggle the necessity to be fast and testing with a good and structured approach and pitch. Sometimes the sales team goes over my head and starts selling without proper alignment.
Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo
If your sales team is pitching ahead of a product being launched, there's a very good chance they'll create a not ideal customer experience by overselling. However, it's ...
7101 Views
What are your core steps for determining if a global launch is really worth it?
And how do you sequence the path to action
Carta Vice President Product Marketing • May 14
I have a tiering system for launches as most companies do. I think about Tier 1 as launches that will impact revenue growth, so that becomes my measuring stick for whet...
392 Views
Carta Vice President Product Marketing • May 14
Depends on the potential impact of the launch. I have an internal guide for assessing impact, and then based on that impact a tiering system that helps us understand how...
389 Views
Carta Vice President Product Marketing • May 14
We use a pretty industry standard three tier approach. Here's my AI summary of the tiered launch strategy I've documented internally. Tier 1: Strategic Market DriversThe...
363 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 2mo
The most important thing with shifting launches and leadership whiplash is to assess impact. I typically run through a series of questions to better understand the contex...
2054 Views
ClassDojo Head of Product Marketing • 2mo
t really depends on the business goal and who you're trying to reach. Those two things should dictate everything else. And regardless of objective, it's foundational to k...
494 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 2mo
The biggest one I've seen across 12+ enterprise launches at Microsoft, Salesforce, and UiPath: the post-sale experience contradicting the positioning that closed the deal...
241 Views
WhatsApp Consumer Product Marketing Lead • 2mo
Metrics should always be a reflection of the specific outcomes we’re trying to drive. I like to use the "Goal, Track, and Guardrail" framework:The Goal (The North Star): ...
401 Views
WhatsApp Consumer Product Marketing Lead • 2mo
I calibrate my approach based on the strategic stakes of the launch. Examples where full-scale positioning may be needed:
Zero-to-One Features: When you’re establishing...
415 Views
WhatsApp Consumer Product Marketing Lead • 2mo
Risk mitigation is a critical part of GTM planning! Here’s how I approach it:
Paint the "What Could Go Wrong" Picture: Before a rollout, you need a clear view of your r...
469 Views
WhatsApp Consumer Product Marketing Lead • 2mo
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 ...
630 Views
WhatsApp Consumer Product Marketing Lead • 2mo
A good user acquisition strategy starts with full-funnel thinking and diagnosing where the biggest opportunity is before jumping to Marketing execution. Here is my go-to...
10486 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Battle cards are more important than ever in the AI era, because there are more 'tire kickers' and customers are asking more comparison questions — specific, detailed bat...
555 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Product experience and speed matter — pushing for craft and polish in the product itself creates differentiation that customers feel viscerally.Storytelling is the PMM se...
545 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Running a demo by your customer advisory board before launch and watching their reaction is a powerful leading indicator of success.Before launching, run the demo by your...
540 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Superhuman's collaboration feature launch was positioned as 'Superhuman 2.0' — a complete platform relaunch — which made it harder to drive awareness of individual featur...
512 Views
Ting VP of Marketing • 2mo
Use the PR FAQ framework to align internally, and consider founder-led PR as an alternative channel — not everything deserves a press release.Additional strategies:
1. *...
516 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
Focus on ecosystem differentiation and business model differentiation as your two key pillars when launching in a saturated market.Two main pillars:
1. **Ecosystem diffe...
533 Views
Superhuman Head of Marketing & Growth | Formerly Google, Plaid, early Venmo • 2mo
Find the small but real points of differentiation within the parity feature, and don't oversell it — communicate honestly about what was built and why it's great.Key stra...
539 Views
Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • 2mo
AI accelerates competitive analysis, messaging gut checks, audience-specific copy, and creative development — all helping get products to market faster.Key ways AI is bei...
1288 Views
ClassDojo Head of Product Marketing • 2mo
Honestly this is where most teams fall down, including ones I've been on. The launch gets all the energy and then the day after it ships everyone moves to the next thing....
469 Views
Iterable VP Product Marketing & GTM Strategy • 2mo
Revenue. Both in terms of new business and expansion. If you only measure pipeline, you'll miss the thing the board really cares about. Remember that AI revenue is curren...
373 Views
Iterable VP Product Marketing & GTM Strategy • 2mo
Lead with empathy and don't oversell. We have to remember that the AI-washing that's gone on has made buyers wary of the promises of AI capabilities. Think about the asso...
416 Views
Iterable VP Product Marketing & GTM Strategy • 2mo
NotebookLM should be your go-to one-stop shop for your cross-functional teams to get what they need to run their workstreams. Instead of making people dig through messagi...
426 Views
CrowdStrike Director, Product Marketing • 2mo
AI capabilities can feel abstract to buyers, but this isn't a new problem for PMMs. Every major technology shift has required us to take something technically complex and...
429 Views
CrowdStrike Director, Product Marketing • 2mo
AI buzzword fatigue is real. PMMs feel it more than most because we're the ones closest to translating new capabilities into market-facing language. When every vendor is ...
436 Views
CrowdStrike Director, Product Marketing • 2mo
Launch tiering is one of the more challenging and honestly political parts of the PMM role, especially when you're supporting a single product area inside a larger organi...
436 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 2mo
For a tier-one B2B enterprise launch, I think about metrics across two dimensions: market attention and pipeline.Market attention (top of funnel)Impressions and share of ...
430 Views
Gusto Head of Product Marketing, Accountants • 2mo
Honestly, the tools matter less than the discipline, but the game has changed a lot with AI, and so the answer today already looks different from the one that I would hav...
712 Views
Adobe Head of GTM Strategy, APAC & Japan • 2mo
This is a key component to any launch in my opinion but depending on the type of launch or significance of the product or solution, you may not have access to any custome...
868 Views
ClassDojo Head of Product Marketing • 2mo
Never.The earlier PMM is in the room the better the launch. Not because marketing needs to drive product decisions, but because the questions we ask, who is this for, why...
400 Views
Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo
This is something that requires some creativity, but it's definitely possible - and a great constraint!Any time I think about a launch, I try to think about 3 channels:Ea...
12516 Views
ClassDojo Head of Product Marketing • 2mo
The ability to distill complexity into a single, clear idea that makes someone immediately understand why they should care.Everything else, the channel plan, the creative...
386 Views
ClassDojo Head of Product Marketing • 2mo
Funny, I was just in a sync with my PM counterparts on exactly this. Being launch ready isn't a product question, it's a business question. The bar is whether the product...
976 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 2mo
In B2B with a 6-18 month sales cycle, you can't wait for closed-won deals to tell the story of whether marketing is working. A few things that help:Measure upstream signa...
417 Views
When re-launching a product in the market through a different lens of value, how would you create the demand for it, and what campaigns would you run?
We're about a launch a new product that's creating a new category, but is largely solving some of the core issues with the "old way". Since it's potentially a "new way vs old way" narrative, how should I design marketing and sales to create demand and education for this product?
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 2mo
This is really two challenges in one.When relaunching through a different lens of value, it is a two step process:Nail your positioning. Understand your user's jobs to be...
411 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 2mo
In enterprise, I love this definition for PMF: six customers within the same vertical, using the product for the same use case.The big trap in B2B, especially in AI right...
617 Views
Gusto Head of Product Marketing, Accountants • 2mo
I'll be honest about this one: timeline compression and internal alignment are the two I fight every single time, no matter how good the process is.Timeline compression h...
692 Views
Gusto Head of Product Marketing, Accountants • 2mo
We launched a feature that we were really proud of, significant engineering investment, strong internal excitement, and the adoption was flat in the first 30 days. What ...
1613 Views
Gusto Head of Product Marketing, Accountants • 2mo
Sales enablement, hands down.Everyone knows they need to do it. Almost nobody does it well under resource pressure. A good enablement program isn't just a sales deck and ...
681 Views
Gusto Head of Product Marketing, Accountants • 2mo
A few specific tactics that have worked:First, establish UTM discipline before launch, not after. Every asset, every email, every campaign needs tagged URLs so you can ac...
722 Views
Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo
I'm sure I'm not the first to reference Intercom's tiered launch framework by the brilliant Matt Hodges on Sharebird, and I definitely won't be the last. :)This is a comm...
8601 Views
How do you balance the needs and expectations of the senior stakeholders (C level and customer-facing teams) with the reality of the product?
In cases where a delay is needed or the product version is descoped, what are some of your favorite ways to handle stakeholder conversation that most often lands on product marketing team's plates.
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
you get really good at translation.senior stakeholders care about impact — revenue, retention, differentiation — and they want to know how a launch ties to business prior...
545 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
you have to design the launch like a relay, not a one-size-fits-all broadcast.in B2B2C, the buyer and the end user often have totally different priorities — so messaging ...
503 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y
honestly? getting everyone aligned on what kind of launch it actually is.not every release needs a 3-ring GTM circus, but without clear tiers or shared expectations, peop...
582 Views