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Entries related to: product-marketing

Your Product Launch Questions Answered by a HubSpot Product Marketing Leader

AMA: Hubspot Principal Product Marketing Manager, Marcus Andrews on Product Launches originally appeared on Sharebird - the place to see how people at top companies do product marketing.

Answers by Marcus Andrews, Principal Product Marketing Manager at Hubspot, on Sharebird:

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How often is too often when it comes to launching a new product feature/enhancement publicly?

Great question! 

First and foremost your launches have to have substance and that should dictate the cadence more than marketing need. I've seen some companies try and do a launch every week and it starts off great but then loses momentum quickly because people stop caring. That’s a bad situation to be in. The launches just don't have enough substance and people are overwhelmed. 

You may have lots of different updates happening all the time, but the trick is packaged them up into a bigger more interesting update that has a slick narrative that ties them all together. 

One a month or one or two a quarter (depending on the size and speed) is a good cadence. It gives your audience time to breathe and will make your launches more substantial. Having one launch as the one big thing your team is focused on for a quarter also gives you a lot of direction and a launch shouldn't happen all in one day. It can rollout piece by piece over the course of at least a week or even a month.

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How to Tie Product Marketing to Revenue

One of the most significant frustrations product marketers face is the disconnect between their work and quantifiable business outputs. Nearly every organization with a dedicated product marketing team has much larger sales, product development, and campaign marketing teams. Those teams benefit from having an unambiguous connection between their inputs and critical, quantifiable outputs, especially revenue. 

We’ve written previously about the challenge of tying product marketing to quantifiable Key Performance Indicators (KPIs). That challenge is growing. Now, other marketing functions are moving away from “vanity metrics” like the sheer volume of leads or Marketing Qualified Leads (MQLs), and towards metrics that are closer to revenue like marketing-led sales opportunities and even marketing-attributed revenue. 

Fortunately, there are several ways product marketers can take their revenue attribution skills to the next level.

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How to Use Product Launch Retrospectives to Improve Your Strategy

Product launches require a lot of hard work, planning, and execution when done well. In order to put together a top-notch program and continue to improve on that program, you should always conduct a retrospective. This will help you and your team identify what worked, what didn’t, and how you can improve your approach for your next launch. Let’s walk through everything you need to know to conduct your next product launch retrospective.

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How Product Marketers Can Make Competitive Intelligence a Priority

These past couple of months, I’ve had the privilege of speaking at the Product Marketing Community events to talk about how product marketers can leverage competitive insights to drive revenue. During my conversations with these product marketers, one theme that stood out was that product marketers have a difficult time prioritizing competitive intelligence (CI).

A few things I heard:

“I wish we were doing CI more consistently, but we just don’t have the time.”

“Ugh, I’m so bad at keeping up with our competitive intel. It’s been ages since I’ve really sat down and looked at it.”

“It’s so important—we just simply don’t have the headcount to dedicate to it right now.”

Simply put—many product marketers don’t have time to do competitive intelligence effectively, and therefore it becomes deprioritized. It isn’t surprising—product marketing teams are notoriously understaffed, have very little budget, and are often juggling many competing priorities from various stakeholders.

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