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Co-founder & CEO at Chameleon
In my experience, most product teams are not well incentivized to pursue adoption over moving onto the next feature or problem to solve.  Dedicated product growth teams are great for this, and if your organization has one, then it's likely their job to drive product engagement. Product marketi...more
Founder at BrainKraft
The strategies will differ based on the maturity of the market segment and/or product category. For example, if you are dealing with a mature, risk averse market segment you need proof. Buyers will kick tires all day, waste your resources, get everyone excited, then won't buy. They are skeptics a...more
GM & SVP Product Growth at New Relic
I always like to have a product adoption goal Day-of, 1-months, 3-months, 6-months, and 1-year out. Having this clarity is critical to figure out what we need for launch and in the weeks, months after launch.    The next step is to back into the awareness, lead (if sales led) and conversion goa...more
Product and Marketing Guy at Greg Meyer
Hi Manav - how do you measure the traction on a feature by feature basis? For example, are you trying to isolate the high frequency, high success (used frequently) features, high value, infrequently used features, or some combination?    Also, how do you determine based on usage to remove featu...more
Director of Product Marketing at HoneyBook
PMM ultimately shares adoption goals with Product. There's two sides to adoption though: awareness and usage. PMMs focus is primarily in driving awareness and education (how and why you should use the feature), and Product's focus is usabilty (building a feature that solves a real problem). Becau...more
Go To Market Lead, Payment Intelligence at Stripe
In an enterprise B2B business, you’ll often be working closely with customer success and product management on driving adoption post-launch. Marketing can provide air cover in the form of email nurture programs, relevant content, regular product update communications, and internal trainings. But ...more
Group Product Marketing Lead at Asana
It’s never too early to connect with your customers to constantly expand and deepen the strength of your product. Get insights from your customers through product usage data - where are you seeing dropoff? Form hypotheses on why through customer interviews and customer-facing teams, and validate ...more
Vice President, Product Marketing at Gong.io
Launch isn’t just about market awareness, pipe and ARR/ revenue, it’s also about product adoption - MAU, WAU, DAU, product page views, clicks, etc. To optimize your post-launch product adoption, you need an integrated campaign approach where you reuse a lot of the content that was put together f...more
Head of Global Product Marketing at Airbnb
Great question. Post-launch is the most underrated parts of the cycle. You've spent months aiming the rocketship, putting fuel in the tank and blasting off - now you've got to steer. Let's break it down into three steps:   1) ANALYZE The first thing is to immediately begin watching not just us...more
Head of Product Marketing at Zapier
John, thanks for sharing your team's approach. With respect to (2), would you be willing to share your template? As someone eager to learn as much as I can in the field, I love collecting frameworks to see how effective organizations plan and communicate their work cross-functionally. I've been d...more
Head Of Product Marketing at SignEasy
If you want to use the NASA engineer/rocketship analogy, then let's get more specific: Apollo 13. If the engineers (product marketers) had gone home at launch, those guys never would have made it home. Even if the GTM mechanics are "perfect" that doesn't mean that broader market reception will be...more
Head of Product Marketing, Advertising Cloud at Adobe
Post-launch momentum, what I call "Rolling Thunder," is one of my favorite topics! I think a lot of times people throw in their hats when the launch moment is done, but this is really when it's just beginning. A good strategy is to take some of the "core" assets you've created for the launch (e.g...more