Kate Hodgins

Incorporating in-product experiences into a launch can boost awareness and adoption, and it's a great way for customers to discover new value. Plus, it gives you the chance to get immediate feedback on what you've just rolled out. But it's important to remember that creating valuable experiences is key—most users aren't fans of being marketed to directly within the product. The best approach I've found for introducing and launching new features within the product UI is through a clear, structure ...Read More

This is a great question! I must admit, the recently resurfaced Coke vs. Pepsi ad with the young boy standing on two coke cans to purchase Pepsi is pretty entertaining. However, it was banned. I call this out because it highlights that there is a need to really think through not only how you develop competitive positioning, but how that positioning gets translated into messaging and marketing strategies. While these campaigns may be a bit older; I find they still provide a good north star for co ...Read More

When preparing for a launch, I start by creating personas because it allows me to effectively represent and advocate for the customer's voice. By understanding who the customers are, their challenges, and what motivates their buying decisions, you'll craft a more impactful product launch, deliver relevant messages, and develop strategies that effectively drive demand and adoption. As I've transitioned between companies and industries, I've had to quickly familiarize myself with different persona ...Read More

When it comes to sharing competitive info with your sales team, it’s key to think about where they’re already active and how they get their updates. It’s also smart to chat with sales leadership to figure out the best timing and methods so that the info is useful, not overwhelming. Here are some practical tips that have worked for me: Communication Channels: Keep your team in the loop with a variety of communication methods. Set up regular meetings or briefings, like monthly community calls, lun ...Read More

Several times in my career, I have joined organizations where I had to shift the perception of Product Marketing from being just a launch arm to a strategic player within the company. During this transition, I’ve found that three foundational areas help product marketing teams develop the credibility needed to get a seat at the table: developing deep market, competitive, and customer insights; aligning product marketing strategies with broader business goals; and knowing the business inside and ...Read More

Customer-facing teams are important CI efforts because they give real-time, on-the-ground feedback and insights. They’re talking to customers daily, so they have a firsthand look at what’s working, what’s not, and how competitors are stacking up. This kind of direct insight helps us understand market trends and customer needs better. Here’s why this matters: Real-Time Feedback: They give us the latest intel on what customers are saying and what competitors are doing, so we can make better decisi ...Read More

I can think of several common mistakes companies make when trying to differentiate their product. However, I'm going to focus on a few key ones: Overemphasizing features instead of benefits. AI is a great example of this. We hear a lot of buzzwords like "AI-enhanced" and "AI-powered." AI is a feature, not the end goal. Customers aren't really interested in the technology itself per se; they care about how it helps them. If your messaging doesn’t clearly articulate the tangible benefits—how your ...Read More

When working with the broader marketing team, I establish alignment early and check in frequently. Collaboration begins during planning cycles, where we align on goals, finalize marketing themes, identify key market moments, and share details about priority launches. When managing a specific launch, I follow a framework that emphasizes early alignment and buy-in, fosters effective collaboration, and sets clear goals while measuring progress. What I appreciate about the framework below is its fle ...Read More

When selecting and prioritizing channels for a product launch, my approach takes into consideration topics like launch tier and goals, audience preferences, channel engagement and efficiency, and budget/resource constraints. Below, I've detailed the framework that guides my decision-making process, highlighting the key information I consider to shape my strategy. It's important to remember that more channels aren't always better; focusing on the right ones is crucial. Launch Tier & Goals: St ...Read More

This is a great question! There are three areas that I believe are crucial to launches, and to being an effective product marketer overall. The first is to really get to know your target audience. This goes beyond simply identifying who they are. It’s about deeply exploring their challenges, needs, and behaviors. During product launches, you'll encounter a flood of opinions and ideas about tactics, channels, and messaging. Using your audience as your North Star will guide you through these discu ...Read More