I've always liked having one core audience & many supporting audiences for a
product story... think about it. Movies with multiple heroes are confusing.
Pick your core audience and tell the product story for them. If you have
multiple supporting audiences, then describe how everyone can work...more
First the failure mode (for contrast):
PMM does a kick ass job with product decks and slicks. There is a training
session where some people seem to be paying attention, but most people are
distracted by their day-to-day job of sales. Then when a sales person gets an
opportunity, they ask the PMM...more
At the highest level, I love announcing the same product multiple times (shhh:
don't tell my PR person). The frequency of message makes it easier for your
story to stick. Plus, depending on your customer purchasing cycle in B2B, they
often need several months to go through their testing and budge...more
Existing customers are the best source for new product adoption and should be
the primary target audience. With new customers, you need them to buy into your
company, and then buy into your new product. That's hoping for two miracles, vs.
one with existing customers.
Plus, it's so much easie...more
First, let me say that no one in Eng/Product likes product delays. The timing
gets screwed up because of poor planning or unpredictable events. So, you have
1. Avoid the coordination tax for smaller launches - so that a delay doesn't
affect your launch timeline.
2. Give extra in...more
I am a big fan of drumbeats. People are busy and it's easy to miss one
large product announcement and even if your audience sees the announcement, it's
easy to forget about it.
My favorite packaging approach is to have a broad theme ([your service] keeps
getting better, a commitment to secur...more
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
- Unique visitors to your product page (on the marketing site and in your
product) day of launch an...more
I always like to have a product adoption goal Day-of, 1-months, 3-months,
6-months, and 1-year out. Having this clarity is critical to figure out what we
need for launch and in the weeks, months after launch.
The next step is to back into the awareness, lead (if sales led) and conversion