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Priya Kotak
Product Marketing, Figma
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Priya Kotak
Figma Product Marketing • February 23
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
2560 Views
Priya Kotak
Figma Product Marketing • February 23
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
1424 Views
Priya Kotak
Figma Product Marketing • February 23
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
1114 Views
Priya Kotak
Figma Product Marketing • February 23
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
988 Views
Priya Kotak
Figma Product Marketing • February 23
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
978 Views
Priya Kotak
Figma Product Marketing • February 23
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
860 Views
Priya Kotak
Figma Product Marketing • February 23
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
849 Views
Priya Kotak
Figma Product Marketing • February 23
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
733 Views
Priya Kotak
Figma Product Marketing • February 23
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
564 Views
Priya Kotak
Figma Product Marketing • February 23
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
560 Views
Credentials & Highlights
Product Marketing at Figma
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About Product Launches, Messaging, Influencing the Product Roadmap, Growth Product Marketing