Profile
Priya Kotak

Priya Kotak

Product Marketing, Figma

Content

Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
I’m a big advocate of getting messaging in front of customers and potential customers directly. Here are a few ways I’ve done that recently: * Test messaging in product betas: At Figma we often launch features to a subset of customers in beta before making them generally available. I like to...Read More
7092 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
A common pitfall when trying to improve feature/product adoption is to jump straight into tactics. This often results in emails and in-product messaging that doesn’t have the intended impact, and annoys users. I like to start by better understanding the users that have adopted a feature/product....Read More
2148 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
In April 2021 we launched our second product, FigJam, into beta, allowing anyone to use it for free for 10+ months until we released it as a paid product. Here are some ways to get Sales excited about selling a new product: * Make it clear why they should care: This might sound obvious, but a b...Read More
1630 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
This always starts with defining your audience. Once you know who you’re trying to reach, you can prioritize the best channels to reach them. There are two questions that I try to answer before I jump into channel strategy: 1. Will this feature drive new user acquisition or adoption within our ...Read More
1472 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
I believe the key to having a cohesive launch narrative comes down to putting your new product into context of your existing product(s). While each product will need its own positioning, and may even appeal to different audiences, an overarching narrative can help tie everything together. We rec...Read More
1270 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
As teams scale and more processes are put into place to streamline go-to-market, PMMs can become overly reliant on launch playbooks. We’ve all been there — you identify the tier, fill out the launch plan, and start working through the corresponding checklist of tactics. In many cases, this will r...Read More
1135 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
Measuring success starts with defining what success looks like. This is most successful when it’s a cross-functional effort, and teams across the organization are bought in. Ahead of launch you should align on a metric. This will differ from product to product. You need to figure out what metric...Read More
1036 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
At Figma we use a few different types of in-app messaging to reach users depending on what information we’re sharing. While in-app messaging can be a great way to reach users, it can also be distracting — PMMs work closely with their product and design counterparts to determine whether in-product...Read More
862 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
Methods for keeping everyone up to date will vary from company to company, based on the communication norms in place. At Figma, here are some of the ways we keep internal teams up-to-date today: * Push out internal comms: At Figma, we primarily use Slack over email. We have a channel called ...Read More
684 Views
Priya Kotak
Priya Kotak
Figma Product MarketingFebruary 24
I’m generally in favor of being transparent with customers when it comes to the product roadmap. It can be a great opportunity for Account Managers to engage with customers ahead of renewals and expansion conversations. There are a few things to keep in mind when doing so: * Include a safe harb...Read More
592 Views
Credentials & Highlights
Product Marketing at Figma
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About Growth Product Marketing, Messaging, Influencing the Product Roadmap, Product Launches