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Note from Vicki, our resident Firestarter at Brew:
This month, we have our pal, Yvonne Chow, guest blogging for us!
A marketing and cross-functional professional at heart, Yvonne has worked in four vastly different industries in both B2C and B2B capacities. Yvonne uses core product and consumer marketing principles in her work, and strives to understand how to build solutions technically but always beginning with the end user in mind in all projects.
Huh, product marketing eh? What exactly do you do?
Hello! I’m Yvonne, your resident product marketer, here to demystify what product marketers do. Everyone has a different definition so by no means is my definition the correct one, but here’s what I know after 10 years of being a product marketing manager (PMM for short).
See that middle bit? That’s where a PMM usually sits. Given that we’re “product” marketing, our work begins before a product launch and continues post-launch.
After this rather lengthy explanation, the next question is “OK – so tell me what it takes to successfully launch a product!”
Great question – here are my top 5 tips:
Passion is key, but so are numbers to help you stay realistic. Think about your costs versus your revenue numbers. It’ll help you when you plan your budgets for your internal and external marketing campaigns.
Don’t get caught up in your world of building and launching a product. Being a cross-functional partner is key, and that means including customer-fronting teams such as sales and customer support in your product build phases too. You’ll build internal allies who understand why a solution is being built. Next, don’t forget to build documentation that is easily found and referenced by these teams when they need to help solve a customer problem.
That said, building and launching a product takes a cross-functional team – not limited to just the marketing function or even a combination of marketing, sales, and product.
The most successful product launches I’ve been part of is where all team members had an equal say and stake. The team comprised of members from product, marketing, sales, finance, legal, design, and engineering, with transparency across product phases, requirements, and go-to-market launch plans.