Daniel J. Murphy

VP of Marketing, Privy

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Privy VP of Marketing, Daniel J. Murphy on Product Launches

AMA

Privy Vice President of Marketing, Daniel J. Murphy on Establishing Product Marketing

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VP of Marketing

VP of Marketing

VP of Marketing

VP of Marketing

Daniel J. Murphy

VP of Marketing

What are different ways to set benchmark goals for launch, maximize demand generated, and continue optimizing post-launch?

It's all about the process. Don't start with "we have something to launch and here's all the stuff we're going to do for this launch and NOW let's set a launch goal." Instead, start with what strategic goals your company is trying to solve. Okay, it's churn. So how will this new launch help with ...more

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Daniel J. Murphy

VP of Marketing

How does Product Marketing get involved with alliances, partnerships and marketing the integrations of a product with another product?

Yes, 100%. That can be it's own role on a product marketing team, especially if you are building a platform and have a large partership ecosystem. Marketing tech is a good example of this. Partnering with numerous other marketing tech companies can be your growth strategy, that's how a lot of com...more

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Daniel J. Murphy

VP of Marketing

Is it better to do smaller but more regular product launches, or the occasional BIG one?

Depends on your business model. If you're in SaaS and selling monthly contracts, do more launches regularly to keep your customer engaged "look at this new thing we just built for you." If you're an enterprise sales motion, selling annual contracts this might not be as important for you, but capt...more

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Daniel J. Murphy

VP of Marketing

What are the most successful enablement practices you have conducted in your experience to help assist with small, medium, or large product launches?

This is not a great answer but the best approach for enablement is overcommunicating. Taking every opportunity to pitch the launch: why it will make sales more money, why it will help CS save customers, etc. Not just at meetings but on Slack every week too. Share updates, share customer feedb...more

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Daniel J. Murphy

VP of Marketing

What are some key ways to preserve "launch momentum" after the actual launch to get more customers to use said launched product or feature?

Great question. I actually answered a similar quesiton above, here it is: First of all, don't try to prevent the short term spike! that's why you launch, to drive attention and focus for one thing in the short term. But how to get long term results: have a plan to continue building momen...more

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Daniel J. Murphy

VP of Marketing

How do you measure the success of a B2B product launch? or what is the best way to measure?

You shouldn't be working on a product launch without a launch goal already set in place. Launches should be either: 1) focused on helping hit a strategic company goal 2) focused on helping grow a new product Your launch goal should be a short term focus: book 50 sales demos, get 200 cust...more

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Credentials & Highlights

VP of Marketing at Privy