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Dave Steer

Dave Steer

Vice President of Product Marketing, GitLab

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Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 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
8517 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJanuary 31
My team and I use a Message House framework that covers the following elements: * Solution/Product Naming * Tagline * Positioning Statement * Short and Long Descriptions For the Positioning Strategy, we use a modified version of April Dunford's Obviously Awesome positioning canvas. The canv......Read More
4580 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
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......Read More
2771 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
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 company.  Whenever I need to manage a change to positioning, I start with understanding whether the real need is to change the positioning o......Read More
2630 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
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. Post laun......Read More
2445 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
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,......Read More
2224 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
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 business objectiv......Read More
1971 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 13
Great question - you'll see the answer is some of the questions/answers throughout the AMA. I'll add a few other steps: First, be intentional about the core working group. Go-to-market can be vast, so it's important that you have key functions (sales, customer success, marketing, revenue opera......Read More
1895 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
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......Read More
1617 Views
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
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......Read More
1598 Views
Credentials & Highlights
Vice President of Product Marketing at GitLab
Top Product Marketing Mentor List
Lives In San Francisco, California
Knows About Product Marketing Soft and Hard Skills, Vertical Product Marketing, Multi-Year Produc......more