Iman Bayatra

Here are some links for events, summits, and podcasts to boost your product marketing knowledge: Links for podcasts: Product Marketing AI by Sean Broderick Ready for Launch by Tamara, Andy & Jason Women in Product Marketing by Sharebird and Mary Sheehan Positioning with April Dunford by April Dunford The Product Marketing Experts by Sharebird and Jeffrey Vocell Product Marketing Alliance podcasts  Unsolicited Feedback by Reforge Links for summits and events: https://sharebird.com/h/product-m ...Read More

Introducing a well-defined tiering system within the PMM organization presents a myriad of advantages, encompassing enhanced consistency, improved efficiency, clear expectations, and effective communication. For me, you can adopt a three-tiered approach to categorize launches, which is determined by a matrix aligning with the insights shared by @Teresa Haun, specifically focusing on business impact and market impact. For a more tangible understanding, click here to examine the matrix I use, wher ...Read More

Why to create a case study? A case study is the social proof that highlights how your customer successfully used your product and the tangible evidence of the value your product can provide by describing how product's key features led to benefits for your customer. Case studies are assets that you can use at any stage of the funnel: consideration, purchase and retention. How to create a case study? 1. Decide the format of your case study Written case study Video with the customer Review on a thi ...Read More

I use three main tools to ensure all teams are aligned and engaged: Google Sheets, Slack and Notion. In addition, I make sure to schedule weekly / bi-weekly meetings with relevant stakeholders to prioritize tasks, define new ones and analyze performance of current activities. Below is a breakdown of how I use the tools at different stages of product launch:  Launch tiers: to categorize launch tiers I use a launch level matrix that I share with relevant stakeholders using Google sheets.  Launch P ...Read More

We use a sort of backlog sheet where we add all the requests / works that we have on our roadmap and other ones that come our way. During our weekly planning meeting we review all the requests and we decide which ones to move into our to do list based on the following questions: How urgent [ short-term vs. long-term] is the request? What is the time and effort level the request will take? How many dependencies do we have? What is the impact? There will always be last minute requests, to make the ...Read More

Absolutely yes! We do have a framework that we use as a reference but first, there's a list of actions that we take in order to decide what tactics / activities to include for each launch: Determine if it's a launch of new product or a new feature. Categorizing launch tiers based on revenue forecasts and based on Launch Level Matrix. Decide the launch level / tier: ­ Beta launch ­ Extra small launch ­ Small launch ­ Medium launch ­ Large launch As a next step we decide what internal and external ...Read More

Given the diverse range of individuals who may review your portfolio, each with their own unique role, company, and industry, it's prudent to categorize the content you share into four distinct categories. Here's a breakdown of these categories: Marketing collateral: This category encompasses compelling materials like case studies, thought leadership content, whitepapers, etc. Including these showcases your prowess in developing and executing effective marketing strategies, and positions you as ...Read More

A GTM plan serves as an open book for everyone to understand your strategy and acts as the compass for a successful product launch. As you can see here in this doc, a GTM aligns your team, defines your target audience, and guides your marketing foundations according to your launch Tier to achieve your business goals and objectives. For me, there are two key aspects of the GTM plan: A clear alignment of the GTM plan processes  Clear goals and objectives: Specify the specific objectives and outcom ...Read More

B2B launches live and die by planning. Before launch, focus on building a detailed execution strategy (think roadmap) and setting clear goals (KPIs) to track your progress. These, along with other benchmarks, are how you'll measure success. Now the fun part - here are some "deal-breakers" to watch out for: Lack of product-market fit: One of the key deal-breakers is when the product does not adequately address the needs and requirements of the target market. If the product does not solve a signif ...Read More

When launching a new feature for an existing product, it's important to keep in mind that the selection of KPIs may vary based on the type of feature, your target audience, and your company's desired outcomes. From my experience, some KPIs worth considering are those related to feature and product adoption, such as tracking the number of users who actively engage with the new feature and monitoring the overall usage patterns. Additionally, metrics related to pipeline generation and CLTV can prov ...Read More