Sharebird
Level Up Your Career
Learn the best practices and latest trends directly from leaders in your field
Julia Szatar

Julia SzatarShare

Director of Product Marketing & Lifecycle Marketing, Loom
Content
Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom August 25

Usually, your existing customers are the most impacted by pricing and packaging changes – so you may need to focus on communicating any updates clearly to your users. If all the changes are positive (e.g. they get more for the same) your job is much easier. If there are negative impacts, you need to diligently segment all your cohorts and identify how each group will be impacted, and then create a comms strategy from there. A blog explaining the changes and customized emails to each group is how we have approached this before. 

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom August 25

One question to start with is – is the goal to target existing customers or attract new ones (or both)? Then figure out where that audience is and how you can most effectively reach them. 

Another is resourcing and scope - what can you pull off in the timeframe you have, and prioritize from there. 

Another would be, do you want to experiment with new channels (and do you have the resources/risk appetite/budget)? For example, we have an upcoming launch and we're looking into new social channels: Instagram and TikTok. But we've made it a P1-2 priority. We're focused on the channels we know are effective for us and will make a game-time decision on TikTok if we have the bandwidth. 

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom December 2

Since you will have a lot of different messages with potentially different audiences building some sort of matrix can help you make sure everything is cohesive. I personally love using tables for this kind of thing (a spreadsheet works, or building out tables in a doc, you can even make the page landscape to digest it more easily). 

You would start with what is the overall narrative for the platform? 

  • Who is it for?
  • What is the problem statement?
  • What is the value prop?
  • What are the key benefits?

Then below that break it out into the various products and ask the same questions:

  • Who is it for?
  • What is the problem statement?
  • What is the value prop?
  • What are the key benefits?

You can find templates online, but I usually end up making a custom matrix because each launch is so different, especially if it's a platform. 

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom December 2

Start by defining the personas and the top-level narrative of the product. 

  • Who is it for?
  • What is the problem statement? 
  • What is the value prop? 
  • What are the key benefits?

You could start with the buyer and then modify it for the different end-users (or the other way around). There will be at least some overlap with nuanced differences, and some very different messages.

In terms of choosing the marketing materials, this is also all about understanding your audience. How does they buyer make decisions, what materials do they consume, is there a standard procurement process for the buyer and materials they are used to seeing? E.g. white papers, landing pages, webinars? Same thing for the end-users. What are they reading? What press, newsletters, and blogs do they read? Are you targeting existing customers or trying to get new customers?

Based on those answers you can explore the different materials and channels - 1 pagers, decks, emails, blog posts, videos (loom videos!), press releases, press outreach, webinars, events etc. 

The other factor is time and resourcing. For example, events are expensive and need more lead time.

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom December 2
  • a/b testing emails and landing pages
  • using an agency to survey audiences for large brand campaings
  • direct user interviews 
  • interviewing your frontline teams 
  • competitive research

Sometimes you don't have time to do all of the above and you have to go with your gut and then evolve it over time as you get to know your product, users, and market better. 

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom August 25

See answer about Launch Frameworks!

Product announcements are a growth lever, and everything the product team ships is a marketing opportunity. But, not all opportunities should be treated equally, especially if your product team is shipping at a high velocity (like we do at Loom).

We use a tiering system from 1-4, 1 being the most important type of launch. To determine what tier a product or feature launch is in, we ask ourselves two questions.

  1. Will this retain customers or attract customers?
  2. Is this a new invention or is it a table-stakes feature?

It's best to visualize it, there is a good blog post on this by Matt Hodges: https://www.intercom.com/blog/prioritizing-product-announcements-saas-world/.

We used this approach when determining the scale of our loomSDK launch back in June this year. So we asked ourselves the above questions. The answer was yes, the loomSDK will attract a new audience for us – Partners & Developers. And, yes, it's a new invention - the ability to integrate async video into your application.

Yes + Yes = Tier 1 launch! (See the 2 by 2 in via the link for clarity).

Tier 1 launch meant that we used all channels available to us at the time: Press, Social, Email, Product Hunt, Paid Advertising, etc.

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom December 2

We are actively thinking through this at Loom and it's not easy! It;s is about creating channels/spaces for the different audiences and making it easy for each audience to read what is relevant to them. So, for example, you could have different sections on your website for SMBs and Enterprise buyers - focusing on the different problems they have, or things they care about. You should try to have these audiences segmented in your database for email marketing.

As far as your homepage goes, going with the most universal language up top, and then perhaps having a section below the fold that links to a more specific Enterprise page, where you can focus on messages that these buyers care about like security or admin features. 

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom August 25

Product announcements are a growth lever, and everything the product team ships is a marketing opportunity. But, not all opportunities should be treated equally, especially if your product team is shipping at a high velocity (like we do at Loom).  

We use a tiering system from 1-4, 1 being the most important type of launch. To determine what tier a product or feature launch is in, we ask ourselves two questions.

  1. Will this retain customers or attract customers?
  2. Is this a new invention or is it a table-stakes feature?

It's best to visualize it, there is a good blog post on this by Matt Hodges: https://www.intercom.com/blog/prioritizing-product-announcements-saas-world/.

We used this approach when determining the scale of our loomSDK launch back in June this year. So we asked ourselves the above questions. The answer was yes, the loomSDK will attract a new audience for us – Partners & Developers. And, yes, it's a new invention - the ability to integrate async video into your application. 

Yes + Yes = Tier 1 launch! (See the 2 by 2 in via the link for clarity).

Tier 1 launch meant that we used all channels available to us at the time: Press, Social, Email, Product Hunt, Paid Advertising, etc. 

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom December 2

We are still working on refining our process here, however, our usual process is to attend the commercial team all-hands to notify them of any new messaging guides and materials and then we record a more in-depth Loom video that walks through the messaging in more detail and with more nuance. We house these looms in a Sales Library in Notion. By recording it, reps and CSMs can review it more than once if needed in their own time. It also doubles as great onboarding material. We have a system to ensure everyone consumes the content.

Most Relevant
Julia Szatar
Director of Product Marketing & Lifecycle Marketing at Loom August 25

A lot of companies use a Changelog for these smaller launches. Your most engaged users will subscribe to the Changelog and get notified when you update it. There are tools like LaunchNotes you can use for this. https://www.launchnotes.com/ 

And then some features are self-explanatory and you may not have to communicate about them proactively at all. People should be able to discover them in-product (with a "new" label, or just from using your product). 

Credentials & Highlights
Director of Product Marketing & Lifecycle Marketing at Loom
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco
Knows About Product Launches, Go-To-Market Strategy, Messaging, Product Marketing Soft and Hard S...more