The collab of the century: Product x Marketing GitLab's Ashley Kramer shares how product and marketing teams work together to create your favorite experiences: https://bit.ly/3xwbqFJ
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As a PM it's tempting to think that if you get the product right, impact will follow. If you build it, they will come. But it's not that simple. As Justin Kan (co-founder of Twitch) so put it: "First time founders focus on product. Second time founders focus on distribution" Getting marketing right is critical to maximising the impact you have, and as a PM you need to work cross-functionally with marketing to generate the best results. That means you have to work with your marketing team well in advance of launch to deliver the true impact. Sounds good in theory, but if you're looking for real practical advice then check out our excellent guide from Paul Connor (ex GoCardless, Thriva), where he shares his considerable wisdom on planning a successful product launch. Full article here: https://lnkd.in/evi9V9Uu #productmarketing #productmanagement #launch
Product Launch Plan Template, Examples, Guide
https://www.hustlebadger.com
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"Maybe product marketing is really about the friends we make along the way?" Short answer: Maybe? No. It is. Consensus building is THE game-changer in product marketing. Why? It aligns teams, clarifies goals, and unites efforts. Here's a 10 step blueprint: > Step 1 - ID stakeholders: Know your circle—product teams, sales, customer support, and yes, your customers. Understand their perspectives aka active listen THEN take time to think through connecting the dots. > Step 2: Clarify objectives: Set measurable goals that align to GTM and business objectives. Unity begins with a shared vision - not a one pager or a web page. > Step 3: Start talking: Encourage conversations. Diversity in thought leads to innovative solutions and early problem identification. Remember: you are a central cog across GTM – act like it. > Step 4: Play defense against assumptions: Let market insights, customer feedback, competitive analysis, product usage, etc. guide you. Facts over opinions, assumptions, and most dangerous: thoughts and feels. > Step 5: Build a collaborative strategy: Involve key players in strategy (while avoiding decision by committee). Shared ownership = shared commitment. > Step 6: Kick off feedback loops: Establish feedback loops – adaptability is key. > Step 7: Communicate: Share plans, purposes, and procedures - up, down, across, and (sometimes) externally. Misalignment is the enemy of progress. > Step 8: Empower champions: Every team needs advocates. Their support can amplify your success. > Step 9: Celebrate milestones: Recognize every win, big or small. Positive reinforcement fosters motivation. > Step 10: Document: Don’t recreate the wheel. Document what works, what doesn’t, how people like to work, and how to make things *actually* happen. Remember, consensus in product marketing isn’t just marketing agreeing to run ads for a launch, it’s creating a culture of collaboration, where ideas thrive and collective goals are achieved. Episode is out wherever you like to stream. #productmarketing #b2bmarketing (S/O to my emotional support glass of water, Jason Hasenberg, and The Sour GTM SaaS Takes Podcast)
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I troubleshoot growth for PLG SaaS and Software companies✨ CEO & Founder of DemandMaven ✨ Prev. Board Member of Moz (acquired)
😂 A++++ for Ramli "RJ" John's taste in video But I ALSO love when product and marketing get together. I'll never forget working with a PM from one of my clients and after presenting our research database and the problems/opportunities we identified on the marketing-side, he was like "Asia - you're a product thinker. You're a product person. Did you know that?" Spoilers: I did NOT know that. Then he walked me through what they were scoping out on the product side and he was like "We've identified the same things, but slightly different lens. Here's how they translate into the features we're thinking about." But once I connected my process to how he did his work, it made so much sense how our teams ultimately drove towards the same goal. We just executed on different parts of it. It was so cool.
Author of Product-Led Onboarding (+30K copies sold) | First Round Fast Track Mentor | Content Director at Appcues.
When product managers hang out with Marketing for too long... 🕺 I love it when product and marketing work more closely together. I'm not just talking about PMMs—that includes demand, growth, and content. Why? 1. You'll get a shared understanding of what customers really care about, resulting in better products and content. 2. You'll have access to in-product and marketing growth levers to move the needle on conversion, activation, and retention goals. 3. You'll get a unique perspective on what you're working on. The Product team can provide feedback on content ideas, campaigns, and more. On the other hand, the Marketing team can suggest ways to best communicate the value of new features. Who else thinks that when Product and Marketing come together, magic happens?
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This week I was asked a very thoughtful question by Jack Gibson : “How do you feel about public facing roadmaps?” I think they’re a great idea. Public roadmaps help communicate direction and intention, and help build trust and transparency between a company and their audience. They’re great product marketing tools, allowing you to speak both about past achievements and future opportunities. The most important thing to keep in mind is that a roadmap is meant to communicate value, not give away trade secrets. They require the right balance of good positioning and messaging to craft a narrative that will bring people onboard. Oh yeah, and of course I wrote about it 😄 #roadmaps #prodmgnt #productmarketing #productmanagement
Why SaaS Companies Should Embrace Public-Facing Roadmaps
bootcamp.uxdesign.cc
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Author of Product-Led Onboarding (+30K copies sold) | First Round Fast Track Mentor | Content Director at Appcues.
When product managers hang out with Marketing for too long... 🕺 I love it when product and marketing work more closely together. I'm not just talking about PMMs—that includes demand, growth, and content. Why? 1. You'll get a shared understanding of what customers really care about, resulting in better products and content. 2. You'll have access to in-product and marketing growth levers to move the needle on conversion, activation, and retention goals. 3. You'll get a unique perspective on what you're working on. The Product team can provide feedback on content ideas, campaigns, and more. On the other hand, the Marketing team can suggest ways to best communicate the value of new features. Who else thinks that when Product and Marketing come together, magic happens?
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Head of Product Marketing at Workhuman | I establish and grow product marketing teams at b2b saas scale ups
✋ Raise your hand if you’ve ever felt torn between Marketing and/or Creative and Product when you’re working on a product launch. Yup. I’ve been there. Here’s what happens. 📦 Product wants tons of flexibility in their roadmap. They want to test and innovate, but they also don’t want to hold any features back that are ready for customers. They want an instant launch as soon as they’re ready, on their own timeline. But that doesn't quite work because... 🎨 Marketing likes to plan. They want to know their major moments a year in advance and they often have deadlines for messaging set before Product is ready to confirm the roadmap. Content creation takes time, they can’t be expected to make it happen overnight. 🕛 So PMM will bend over backwards, giving Product as much time as possible and then writing messaging overnight so that Marketing has what they need. Sound familiar? You’re not helping anyone writing messaging overnight. It’s too important for that and sets both Product and Marketing up for failure long-term. 💡 There’s a better way. Tomorrow I’ll explain how to make both Product and Marketing teams happy. 👍 Follow me so you don’t miss it. Have you had this problem? Tell me about it in the comments. #productmarketing #marketing #career #personaldevelopment
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Back in the writing groove! 🚀 Recently I was prepping a product launch plan for a friend's business, and it was a refreshing reminder that every product is unique, and every team has its quirks. In my latest blog post, I've laid out a step-by-step guide to a successful product marketing launch from start to finish for any SaaS startup or an established brand. This launch guide ensures seamless coordination, standout execution, and actionable results. Check it out!👇 #productlaunch #businessgrowth #productmarketing
A Blueprint for Building Your Product Marketing Launch Plan
thoughtterrain.substack.com
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Ever noticed how some manufacturers seem to have a secret ingredient in their strategy? It's like they've got a special spark that sets them apart from the rest. They're not just making things; they're storytelling, crafting content that pulls you in and makes you want to be part of their industrial epic. They get it. In a world where every click and scroll counts, they're not just selling a product; they're sharing knowledge, building trust, and connecting on a deeper level. And here's the inside scoop on how they're doing it: - They start with the basics, creating educational content that turns heads and sparks curiosity. - Then they nurture that interest with in-depth case studies and whitepapers that prove they're not just talk. - When it's crunch time, they're ready with demos and testimonials that show their solutions in action, sealing the deal. By measuring the right metrics and staying agile, they make sure their content marketing engine is always firing on all cylinders, adapting to the ever-evolving beat of Industry 4.0. It's not about being the loudest in the room; it's about being the most insightful, the one that knows their audience and delivers exactly what they need to make informed decisions. So, if you're in the manufacturing game and your content's not converting, maybe it's time for a new playbook. Think like these trailblazers. Fuel your strategy with content that educates and inspires. #Manufacturing #ContentMarketing #DigitalStrategy #IndustrialGrowth #B2BLeadGeneration
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Stormy weekends = reading time. ‘The Launch - A Product Marketer’s Guide’ is an excellent reminder on the importance of go-to-market, and how a product launch goes far beyond execution. 3 Quick Takeaways: 1. Know who’s in your ecosystem. Knowing your end customers is one thing, but what about your wider customers ecosystem? In B2B verticals, the end user is rarely the ultimate decision maker. Create sales enablement strategies and material for both the end user and the decision maker. 2. Your content marketing strategy needs aligning to your product roadmap. A content strategy for a successful product launch isn’t just about writing a few blogs or sending out a release email when needed. It’s important that your content strategy fits into the larger company strategy and mission, otherwise you risk your content being a distraction from your larger efforts. Giving a content expert the space and seat at the table to think deeply about the content requirements for products and potential campaigns results in a consistent voice and an end to end story, and the ability to effectively target your audiences across the buying journey. 3. An idea needs validating… before building and launching. A product launch should never, ever be a surprise. It’s important to have creative ideation, and the ability to build quickly, but it’s equally important test and validate these ideas with the target segment, and consider what approach and resources are needed to make this a success. Product can’t own the whole process and then hand off when it’s nearly done and ‘ready to ship.’ You need that strategic input and planning from many teams, and it’s often led by Product Marketing. If you’re hearing “we’re launching feature X in 2 months” and it’s news to you, your teammates, and your stakeholders, then your frameworks are broken and need fixing, and quite quickly! I thoroughly recommend this book for anyone looking to dive into GTM frameworks and what questions to ask at every stage! And I know, I definitely need a shave. #productmarketing #digitalmarketing
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🚀 ATTN: Product marketers who are launching many features at once, though can be applied to smaller scale launches, and need to develop messaging that lands. Today we’re launching a brand new playbook 📘: How Snowflake’s Product Marketing Team Develops and Lands Their Messaging by Snowflake Director of Product Marketing, Alexandra Gutow. In this playbook you’ll learn: - How to involve your entire team in the messaging process - How to master the Messaging Stacking Strategy - Why to take time for feedback - How to create compelling messaging - How to effectively schedule messaging feedback meetings This content is free for only 7 days so head to Sharebird and get your copy today!🔥(link in the comments below) #productmarketing #playbooks #messaging
How Snowflake’s Product Marketing Team Develops and Lands...
sharebird.com
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