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How to communicate big changes in product when these changes have some benefits but require a big effort from your customers to enjoy them?

For example: your customer need to migrate from an old API to a new one.

2 Answers

April Rassa

Cohere Product Marketing • April 2

The first step is defining the customer journey and making sure your key functiona teams understand that journey. Then, recognizing that there may be stop gaps that need to be implemented to ensure customers can take advantage of the feature. What needs to happen on the delivery side of the house......Read More

943 Views

How much of your product design is data driven based on product marketing learnings and experimentation vs trusting the word of the designer?

4 Answers

Margueritte Harlow

Square Head of Product Marketing, Square Banking • August 31

Data is a great place to start. It helps to identify which hypotheses have the most promise and to prioritize where to dig in. Designers can have great intuition about what customers want and how to build it. However, when it comes to product design, particularly for something new, data can't alw......Read More

431 Views

Does your product marketing team have an efficient system for quantifying technical costs for new roadmap items that you request? If another team is required for estimating certain roadmap item costs, what's the best way to approach them?

4 Answers

Joshua Lory

VMware Senior Director, Blockchain Go To Market • January 6

Product marketing should understand product requirements and feature velocity at a high level i.e. how hard it is to deliver a solution and how many features can your team deliver in a quarter. That way you can bucketize feature requests into t-shirt sizes; small, medium large efforts. The onus i......Read More

473 Views

What template do you use when pitching customer/prospect priorities to Product leadership?

We have data points and a long backlog of features that need to be prioritized to help us win. I'm struggling to consolidate it into a consumable format for product to digest and decide

4 Answers

Uri Kogan

OnPlan VP Product Marketing • March 3

From my experience, it's usually product that is doing much of this prioritization, rather than PMM. What I've seen that PMM can do to help is two-fold: 1. Themes. Product knows the product so well, it's very easy for them to get lost in the nuances and intricacies of how different features mi......Read More

547 Views

As a product marketer, how do you ensure that your customer research & insights are relevant and actually actionable/useful for product teams as they develop the product roadmap?

4 Answers

Caroline Walthall

Quizlet Director of Product Marketing • January 30

Set super clear research goals whenever you talk to customers or conduct a research study. As part of those goals, explain what the physical output of the research will be and articulate next actions the team should be able to take. Examples might be something like "create a customer journey ......Read More

782 Views

How to anchor product initiatives / influence product priorities based on member journey / customer priorities.

3 Answers

Sophia (Fox) Le

Glassdoor Product Marketing • May 10

Data, data, data! Once you are able to identify your customer’s unmet needs, motivations, and attitudes, you can put your customer at the center of your business cases to influence product priorities. And couple that with market insights on your competition, your product counterparts will have to......Read More

599 Views

As a product marketer, when and how do you communicate your product roadmap to both active and prospective customers?

4 Answers

Anna Wiggins

Bluevine Sr. Director Product Marketing, Insights, Copy & Content • August 11

This would depend on your goals. Do you want to share the roadmap to get feedback or do you want to share the roadmap to give customers insight into your vision and upcoming plans. Also, think about what kind of expectations your customers have from you and what kind of expectations do you want t......Read More

684 Views

How can you involve your product marketing team in roadmap discussions early on without being seen as intrusive or kingdom-building?

5 Answers

Sophia (Fox) Le

Glassdoor Product Marketing • May 10

* Build relationships. Show up to add value; ask, remind, repeat. * Bring the voice of the customer to the table. Leverage customer interviews, NPS verbatims, third-party research findings, competitive intel. Bring data to validate and strengthen your recommendations with the customer wan......Read More

522 Views

What are some best practices you recommend for bringing brand creative and product design teams together in a collaborative setting?

2 Answers

Grant Shirk

Cisco Head of Product Marketing, Cisco Campus Network Experiences • December 15

Okay, this is a fun one, so I'm going to start here. As a former UI designer (at Pixo and Tellme Networks**), this is probably the most fun you'll have in product marketing. You're bringing together three functions that thrive on different kinds of creativity. Words, emotion, and structural desig......Read More

651 Views

Our product team ships feature updates incrementally, how would you decide the scope of each of the feature changes? Do you market each of the feature updates as when they come out, or group them together? Thank you!

4 Answers

Mark Assini

Jobber Product Marketing Manager • February 1

When determining if certain features should get more market focus or attention, I typically ask a couple of questions: 1. Does this update include changes that you are legally obligated to inform your customer about (e.g. terms of service or privacy policy changes) 2. Is this update a qual......Read More

265 Views