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Product Launches
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?
7 Answers
Emily Ritter
Front VP of Marketing • August 7
A bit of an “it depends” answer. Sometimes people use betas for QA: does the feature we built work end-to-end? Other times betas can help you determine if you’ve hit product-market fit with your product. And everything in between. It’s best to get super aligned cross-functionally at the KICKOFF ......Read More
1794 Views
9 Answers
Anjali T. Cameron
Landed Head of Marketing • October 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
756 Views
8 Answers
John Gargiulo
Airbnb Head of Global Product Marketing • December 1
It's always easier to sell in new things to an existing audience than try and build a new one. It also depends on your philosophy. If it is like Airbnb's original, "Get 100 people to love you rather than a million people to sort of like you," you should focus on your existing users. If you feel l......Read More
2571 Views
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?
5 Answers
Julien Sauvage
Clari VP, Brand, Content and Product Marketing • September 8
First off, we should clarify that releases do not mean launch and vice versa. There's a distinction there that I believe we will address in another question, part of this AMA! Am gonna be oversimplifying, on purpose. Product releases are mostly geared towards existing customers. Your install ba......Read More
400 Views
What is your blueprint for developing a ‘go to market plan’?
What core elements must it encompass?
9 Answers
Dave Steer
GitLab Vice President of Product Marketing • July 28
I love this question because it widens the aperture from product launch to go-to-market plan. The product launch is an important part of the go-to-market plan, but the launch only represents one (really important) point in time. I like to think of the product launch as the rocket booster that you......Read More
8358 Views
1 Answer
Austin Carroll
Brex Sr. Product Marketing Manager, Financial Product • February 7
It depends on if Product does roadmap planning based on acquisition and revenue levers or if they are considering new roadmap features to minimize churn, make a better product experience, or compete against competitors. Product marketing can pull data, conduct surveys and interviews, and do compe......Read More
324 Views
9 Answers
Teresa Haun
Zendesk Senior Director, Technology Marketing and Communications • December 2
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=DjEBP934m2 so I'm sharing my answer from there here too: At Zendesk, we use a launch template that includes key workstreams and teams to engage......Read More
11511 Views
8 Answers
Manav Khurana
New Relic Chief Product Officer • October 11
Ultimately, it's about product adoption measured by MAU and product revenue over different time intervals. To get there, I'd suggest looking at the following metrics with your marketing team: - Unique visitors to your product page (on the marketing site and in your product) day of launch an......Read More
2393 Views
1 Answer
Jeff Rezabek
IRONSCALES Director of Product Marketing • February 20
The biggest mistakes in managing post-launch momentum would be: * Not collecting and measuring success signals (product adoption, media pickups, sign-ups, traffic, etc.) could tell you what messaging is resonating and what isn't. * Learnings: Establish key, quantifiable launch goal......Read More
433 Views
2 Answers
I think it should be a committee of people, including product, marketing, sales, customer success, professional services, and other teams if applicable. They can own different aspects of the journey from pipeline generation, to win rates and revenue targets, to product usage and customer satisfac......Read More
975 Views