Julia Szatar

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 ...Read More

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: ...Read More

There are three things to focus on: process, qualitative, and quantitative. A launch is very cross-functional – so you can ask yourself, how did the process go? Are there improvements to be made for next time? Especially when you are at a startup and the team and processes are still evolving and maturing.  On the qualitative side, it's harder to measure but – you can ask, did the message resonate? We launched our loomSDK back in June 2021, and we called it the "Record Button for the Internet" (t ...Read More

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 d ...Read More

It depends on your resources and the skills of your team.  A larger company might be able to tap into more channels successfully or might already have more users and so the launch will inherently be more amplified.  You can still do a successful launch as a small company with some creativity and good storytelling! Try to think about the channels that will have the most impact given your constraints and work with a good designer to make compelling assets, and use Loom to create fun demos...(shame ...Read More

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. Will this retain customers or attract customers? I ...Read More

The general timing is mostly driven by the product team and then the specifics around it are driven by the PMM team to try to optimize. We want to launch as close to the product being shipped to get value to our users as soon as we can. However we also want to ensure there is a story that resonates, and this might mean bundling features. We definitely try to avoid holidays and major events if we know they are happening.  Having a buffer between shipping and launching also helps to create effecti ...Read More

This starts with aligning with the product on what this means for your product and company.  This probably involves meeting live to discuss the product direction etc. More tactically, we have a GTM handover template that the PM completes. And then, your job as a Product Marketer is to be a filter between the product team and GTM team, and simplify the new features to focus on the value prop vs. going deep on how it works.  What we've done before is package/synthesize all the updates in one succi ...Read More

This is mostly just practice, start writing, and keep writing. However, some specific things you could do include: Actively consume other marketing content. For example subscribe to your favorite brand's emails, competitor emais. Read the content and think about why it is effective/not effective.  Before you start writing anything work with product to really understand why you are building a product or feature. Understand the audience and the problem you are trying to solve. Get involved in user ...Read More