Video: The Essential Go-To-Market Interview with Dave Steer, LogDNA
March 22, 2021
Welcome to The Essential Go-To-Market : tips and strategies In this interview,
Yasmeen interviews Dave Steer, head of Marketing at LogDNA. Dave leads LogDNA’s
marketing team and is responsible for go-to-market strategies and activities,
including product marketing, demand generation, brand market...more
This is such a brilliant question because it identifies the fact that, with teen
products, there are multiple audiences, each with different concerns and needs.
(B2B Marketers - the analogue here is envisioning the difference between the
technical champion and the economic buyer).
I have no expe...more
Like the answer to a previous question in this AMA, it is good to make a
distinction between Go to Market process and Product Launch process, as there
may be marketplace or cultural differences region-by-region that impact the
long-term adoption of your product.
For Product Launches, we typicall...more
I answered a previous question about measuring success of a product post-launch,
but it’s worth diving more deeply into KPIs for the launch itself.
The most important step here is to tie your KPIs to the marketing objectives and
strategies that you are adopting. For example, if you’re launchi...more
Overall, you want to be looking at metrics that give you an understanding of
success (e.g. adoption, revenue, word-of-mouth), inform tweaks to your
messaging, and future direction of the product. These metrics may differ between
B2B and B2C products, especially around Sales Enablement.
Changing your positioning is a big deal. So much of your Go to Market plan
relies on a positioning strategy that is well thought out and embraced by your
Whenever I need to manage a change to positioning, I start with understanding
whether the real need is to change the positioning o...more
Good question, since not defining the time period can lead to a fuzzy idea of
impact. You can't just move the goal post out. Sorry.
I typically define the product launch timeframe by the set of activities that
are uniquely associated with the launch itself. Some product launches are
I’ve had my fair share of challenging product launches in my career. The Tier 2s
that you desperately want to become a Tier 1. The launches that you, as a
product marketer, learn about 48 hours before the launch. Those are painful.
But the most difficult have been in the areas of Trust & Safety,...more
Creativity takes discipline, and over the years I’ve developed a few habits to
keep font of creativity alive for all projects, including product launches. Here
are my top three:
First, I’m an avid observer (read: marketing geek) of product launches from
other companies. When I see something cool...more
Identifying and prioritizing channels to reach your target audience is key to
any product launch. Typically, my channel goal is to surround the audience with
a repeated, salient, and consistent message.
Depending on the business objective (note to product marketers: clarify the