Emily Ritter

Emily RitterShare

VP of Marketing, Mode
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Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 so others don’t have to. At its core, this work is all about customer empathy. All kinds of people run businesses, and almost all people who run businesses have the same fears that keep them up at night. Are we going to make it? Can we pay our people next week? Etc These fears are shared regardless...
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 trainings with role playing exercises that help confirm learning. Create a temporary slack channel for launch questions (also helpful for reporting bugs :wink: ). Make sure they know how this compares to the competition and what angles make you win. Follow up after the launch to get feedback on the training...
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 of the pressure off of remembering all the small details, especially when you're a little tired leading up to the big day! BUT! Don't over-rely on templates. Solve for the customer not the template.
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 have a home-built notification tool. As our product has grown in complexity, we have needs for more tailoring. Have used Intercom in the past and found it to be very effective for in-app communication (and their new tours product looks cool)!
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 hard--and can be messy! Pricing is all about balancing tensions. You might have the most perfect spreadsheet pricing model in the world. It might even be the best deal for your customers. But if it’s too much work to understand, you’ll probably lose. Here’s some examples: Tension between grandfath...
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 awareness - page visits on launch day (and subsequent time period) can be one measure * Some measure of conversion - depends on where the feature impacts your funnel. If it’s a entirely net new product, hand raisers on your landing page might be this conversion metric. Trial starts, or first time...
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 post launch, especially if your product or feature isn’t particularly newsworthy on its own. It’s hard to rely PR for any but the biggest brands, but professional audiences are more reachable through trade press. So we find that as we're targeting or influencing a professional audience, launch PR c...
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 that was going to cut through the noise of holidays etc. I convinced the team to do a “12 days of Christmas” release schedule (which we ended up making non-denominational of course). Starting Dec 1 we released 12 features in 12 days. Sure did make a splash and got people to pay attention. :) I thi...
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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! Create a “voice of the prospect” and/or “voice of the customer” program that allows you to proactively share market insights that allow you to influence product roadmap decisions.
Emily Ritter
Emily Ritter
VP of Marketing, ModeAugust 6
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 upgrades more regularly. It shows momentum and drives engagement. If you’re later stage and shipping stuff all the time, a big quarterly launch might be more about tying a bunch of features together into a story that lands more effectively, and could help you open up market share opportunities if pac...
Credentials & Highlights
VP of Marketing at Mode
Product Marketing AMA Contributor
Knows About Multi-Year Product Launches, Pricing and Packaging, Release Marketing, Self-Serve Pro...more