Product Launches

1 Answer
Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 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
3142 Views
4 Answers
Patty Medberry
Patty Medberry
Infor Senior Director, Product MarketingJuly 27
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
1062 Views
6 Answers
Rowan Noronha
Rowan Noronha
Clari Advisor (Product Marketing)October 13
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
1755 Views
6 Answers
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 23
This always starts with defining your audience. Once you know who you’re trying to reach, you can prioritize the best channels to reach them. There are two questions that I try to answer before I jump into channel strategy: 1. Will this feature drive new user acquisition or adoption within our ......Read More
1449 Views
How do you think about bundling or 'holding' launches for a regular launch cadence vs releasing when ready?
What approaches have you tried, and did they work? How did you get buy in from the product team?
6 Answers
Sarah Scharf
Sarah Scharf
Vanta VP of Product and Corporate MarketingOctober 27
Every organization thinks about this differently, and I’ve worked across the spectrum from a single, annual release (Android OS) to continuous release (B2C startup). So what cadence is right? If you pressed me for a single answer, I would say a quarterly release (I didn’t make this up, I just ......Read More
1411 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?
4 Answers
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 19
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 members. While there are several hurdles to get over in this process, here are a few components that will be universal: 1. Le......Read More
287 Views
4 Answers
Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 21
It certainly depends on the launch tier along with other market factors/customer dimensions, but typically I am looking at the data to inform next steps. Did we hit our product usage target? Is the narrative landing in sales calls (listening to gong recordings)? Is the pitch deck working (checkin......Read More
1661 Views
6 Answers
Sam Duboff
Sam Duboff
Spotify Director, Head of Creator Brand & Product MarketingJanuary 27
Can really vary product to product — but I'd separately track product metrics you're able to drive and marketing channel performance. If you have the tech stack for it, ideally you can measure how much product adoption was driven your marketing efforts to keep yourself accountability and prove in......Read More
2105 Views
17 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
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
2329 Views
6 Answers
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
When I think about the most successful launches my team and I have done, they all included 1) a clear go-to-market strategy with leadership and stakeholders bought in, 2) strong communication and partnership across cross-functional teams, 3) effective sales enablement, and 4) success metrics and ......Read More
5142 Views