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Emily Ritter

Head of Marketing,
Emily Ritter
Head of Marketing, Vowel
Product LaunchesFollow Emily
What's your take on how to effectively market to multicultural audiences? As Gusto caters to small businesses, and minority- and women-owned SMBs are the two fastest-growing market segments, how do you strive to engage diverse-owned businesses?
Head of Marketing at Vowel
Seek out underrepresented groups, listen to what they’re saying—and not saying—and amplify their voices to be even louder internally. Never stop thinking about your work as an ally. Be thoughtful in how you represent your customers in your marketing materials. Be honest. Work to educate yourself ...more
Product LaunchesSales EnablementFollow Emily
What are the most successful enablement practices you have conducted in your experience to help assist with small, medium, or large product launches?
Head of Marketing at Vowel
Small: tight, thoughtful FAQs. Keep it simple. Prep a concise one-pager that delivers the facts and moves on. Large: think about enablement as a mini bootcamp program rather than a one-and done. Work with managers in advance to get their input on what their teams might need. Do in-person training...more
Product LaunchesFollow Emily
Do you have a product launch template that you use to drive product launches?
Head of Marketing at Vowel
Yes! We have a tiered launch playbook system that enables us to provide transparency to our product management partners about the activities we do depending on the size and complexity of the feature launch.  Big fan of the book "The Checklist Manifesto" by Atul Gawande. Templates can take some...more
Product LaunchesFollow Emily
What methods or tools do you use to do in-product marketing (to users while they are in your product's dashboard)?
Head of Marketing at Vowel
This is an area we’re looking to get better at. We think that being able to send relevant messages in context, will help us be a guided partner to small businesses as they look to take care of their teams (and ultimately raise awareness and drive adoption of the valuable new things we ship). We h...more
Product MarketingProduct LaunchesFollow Emily
How do you roll out pricing and packaging for a new product launch?
Head of Marketing at Vowel
At Gusto, we aspire to do this with absolute excellence -- with rapid A/B testing and optimization. Come join our team!! That being said, here are some observations (I polled folks on my team to contribute based on what they've seen in their careers as well). Bottom line, pricing projects are h...more
Product MarketingFollow Emily
What product launch metrics should B2B SaaS product marketers be accountable for?
Head of Marketing at Vowel
Ultimately you’re working to drive revenue (in one way or another), which comes from feature awareness and/or usage. Revenue is a lagging indicator so your launch plan should include metrics that can ladder up to revenue and be measured in a more immediate time frame. * Some measure of awarene...more
Product LaunchesFollow Emily
Can you explain how PR helps your launches? Does PR efforts work as planned?
Head of Marketing at Vowel
The heyday of product launch PR is behind us. Ah, the good ol’ days. ;) These days you need truly innovative product stories and/or proven business impact to get solid coverage. Customer or human interest stories can help, as can data-driven storytelling. Think about how to use PR in these ways ...more
Product LaunchesFollow Emily
What are some innovative launch activities you've done that were successful (or not so successful)?
Head of Marketing at Vowel
In a previous role, it had been awhile since the team I was working with had shipped anything. We were heading into the holidays and I was starting to worry about demonstrating momentum, especially as our sales team worked to hit their quotas. A ton of small features were in the works but nothing...more
Product LaunchesProduct MarketingFollow Emily
How can marketers be in the driver seat of product launches while managing eager product and sales stakeholders?
Head of Marketing at Vowel
It’s a good idea to get super aligned early in the product development lifecycle about what success looks like and what everyone really cares about. Get to know your stakeholders as humans. With these insights, you’ll be able to anticipate needs and gain trust. Over communicate, and have fun! Cr...more
Product LaunchesFollow Emily
How often is too often when it comes to launching a new product feature/enhancement publicly?
Head of Marketing at Vowel
It really depends on what stage your company is at, how your customers consume information from your company, your ship cadence, and what you’re trying to accomplish with the launches. If you’re early stage, your audience is B2B, highly engaged, it might make more sense to communicate smaller up...more