Building help content into your product launch

Inside Intercom

When you’re gearing up for a big product launch, creating help content is often the last thing on your mind. There’s so much that goes into preparing for product launches – ensuring your beta testing goes smoothly, locking in your marketing campaign, getting your sales team up to speed.

How to evolve product launches as you grow

Inside Intercom

As a product-first company, new product launches are a core part of Intercom’s DNA – which means there’s always an abundance of juicy launches for us product marketers to work on. 3 tips for a successful product launch plan.

When Is A Product Launch Not A Product Launch?

The Accidental Product Manager

Sansung ran into problems with the launch of the Note 7 phone. For a product manager there can be no bigger day than the day that your product gets launched. Regions in which the phone had yet to launch simply postponed shipments of phones.

How Speed to Market Starts With a Strong Foundation

Mind the Product

Imagine this: You’re in the middle of developing a product when you realize you’re going to miss the launch date. Well, according to the Center for New Product Development , “the average new product development project exceeds its schedule by 120%.” Product Lifecycle.

How to use live chat for a product launch

Inside Intercom

Case in point: product announcement day. Great companies will spend a lot of time crafting sophisticated product announcements with gorgeous design and content, attracting a windfall of traffic to your marketing site. The real business value lies in converting this traffic into actual paying customers, ideally within the first 24-48 hours of an announcement when their interest in your product is at its peak. Get started with live chat for product announcements.

What makes an effective product launch pitch? Well, here you go.

The Product Coalition

As your content marketing grows, more voices will join the ranks of your marketing, speaking and writing on behalf of your brand. Without a consistent brand voice, there’s no way to guide all of those different people into sounding like one unified brand.

Branding Yourself as a Product

Pragmatic Marketing

Put another way: Your personal brand is more important than ever. You are a product. And if you are the product, why not manage your personal brand like a product? Your Career and the Product Lifecycle. Just like in a product lifecycle, though, there will be times when your industry and technology evolve. The key is to create long-term extensibility for your brand. What you need is a product strategy. Launching: Version 1.0.

The importance of an effective product marketing strategy

Inside Intercom

Despite the mountain of evidence contradicting the mantra of “if you build it, they will come”, it’s still extremely prevalent among product-first companies. First, most founders don’t have a background in either sales or marketing, and even though they’re told to “ start marketing the day you start coding ”, they just don’t know where to begin, or they’re incredibly overconfident. Do they know where to go to promote their product, and how to do it once they get there?

Launching Complex Products in International Markets

Mind the Product

Christian Miccio (VP Product at First Data) and Kana Butkovic (Programme Director at First Data) set out a detailed strategy for launching physical products on an international scale. Once you think you have a good product roadmap, make sure the numbers add up.

The Ultimate In-App Marketing Guide for Product Marketers in 2019


In-app marketing – Everyone’s doing it in bits and pieces. This guide will give you a holistic idea of in-app marketing, what to improve and how to attract, acquire and retain more users. How To Use In-App Marketing Guide. The main types of in-app marketing.

How 3 product marketing managers execute product releases


While product managers puppeteer a product journey end-to-end, product marketing managers tend to be the masterminds behind releasing said product to market. Each product marketing leader walks us through a typical product launch.

5 Costly Event Marketing Mistakes to Avoid

Pragmatic Marketing

Event marketing is a cornerstone for any business or enterprise that hosts events, regardless of size. Successful corporate event planning offers many potential benefits, including: Increasing brand awareness. Building brand affinity. Promoting products and/or improving sales. Brand credibility and thought leadership. These benefits are why event marketing success is crucial for business growth. In event marketing, timing is everything.

What is Product Marketing? A Data-Backed Definition

The Product Coalition

An insight into Product Marketing roles, responsibilities and KPIs after interviewing dozens of Product Marketing Managers. The State of Product Marketing today Product Marketing is like Customer Success was 5 years ago; misunderstood but easily thrown around.

How Lazy Marketing Leaves Your Product Vulnerable


Amidst the laundry list of existing threats to your business, lazy marketing rarely comes to mind as a top concern. Things like competition, market demand, security, and team dynamics often get the most attention. Falsely believing in product-market fit.

Building a Realistic Revenue Projection for a New Product

Mind the Product

Here’s a scenario nearly everyone finds themselves in at some point in this line of work: You’re psyched about a new product or feature in the works. It’s happened to the best of us; committing to a revenue projection is one of the trickiest parts of product management.

How to use email marketing to connect with your users

Inside Intercom

Email marketing remains an incredibly valuable way of communicating with customers at every stage of their lifecycle, whether you’re a thriving SaaS company or up-and-coming small business. What is email marketing? Recommendations for similar products. Product setup emails.

Made With the Finest Rainbows: Was Starbucks’ Unicorn Frappuccino a Success?

Mind the Product

As a product manager, I wanted to know — was the UF a success? I entered down the rabbit hole of user research as I so often do , and have found a case where marketing and product collaborated so seamlessly that we should all be envious. What Defines a Product?

Marketing doesn’t stop when you’ve acquired a customer

Inside Intercom

In the very early days of any SaaS business, you will employ numerous marketing tactics to acquire your first customers: blog posts, paid advertising, landing pages, hero videos, webinars, everything but the kitchen sink. Most of those new signups will look at your product once and, for a multitude of reasons, never come back. Bootstrapping “Product Education” When I first joined Intercom, my role didn’t really have a name. We called the team Product Education.

Taking Your Product Across Cultures by Lisa Long

Mind the Product

Telenor’s VP of Product Lisa Long gave the London #mtpcon audience a valuable crash course in how to minimize these sorts of missteps when you try to take your product beyond its initial home audience. As a starting point, ask what problem your product solves, says Long.

Building a Product Startup Within an Agency

Mind the Product

Every product comes with a tumultuous ‘origin story’. Ours is still unfolding, but I’ve been reflecting on what building a product business within a service agency has brought to the tale. Six months later we began building our first software product.

Making My Underwear an accessible product

Mind the Product

More importantly, it’s about the hard work of building accessible products, about finding and fuelling previously unreachable audiences (niche markets on the internet), and ultimately about creating joy for people using our products and for ourselves personally.

Launching A New Product? Don’t Forget The Rest Of The Company.

The Product Coalition

Align everyone in sales, marketing, product, customer success, and professional services. Photo by Jungwoo Hong on Unsplash You’ve been planning this launch and everyone involved in the process knows everything they need to know.

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Through Google Glass, darkly


How did Google, a company known to be quantitative and data-driven, invest so much into a product that failed? They probably didn’t have an adequate product planning system in place. Absent from this list: market testing. Market research Strategy Strategy & marketing

We killed the blog. We hope you like it.

Inside Intercom

Over the past few years Intercom’s customer base has grown considerably beyond the startup and product-focused readership we initially focused on with Inside Intercom. News & Updates is where you can find everything that’s going on with Intercom – both the company and our products.

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The art of competitive selling: how to sell your product in a crowded marketplace

Inside Intercom

In today’s market, there is no such thing as a software company that doesn’t have any competitors. Our job is to sell our product, we know what we do – if you want to learn about what they do, talk to them, right? It’s all about the product, right? Yes, you’re fighting against each other, but together you’re also expanding the market, changing mindsets and becoming more relevant. Speak passionately about your brand and values.

Step-by-step guide to acquire new customers for your new product

The Product Coalition

It is especially true for companies that are launching new products into the market and have not determined an exact formula to grow their customer base. Many companies call this the “prototyping” phase and is more prevalent in companies that use agile to build their products.

Why Customer Interviews Should Be Done Continuously

Generation Focus

Not convinced you need interviews beyond your product launch? It’s up to you to develop a product strategy that keeps up. Think about if your product strategy is addressing the needs of not only your present customer but also your future customer.

Scaling the Product Owner Role

Roman Pichler

Scaling and the Product Life Cycle. To understand if and when the product owner role should be scaled, I find it helpful to consider the product’s life cycle stage. Scaling Option 2: Unbundling and Product Variants. Scaling Option 3: Strategic and Tactical Product Roles.

3 Easy Steps To New Product Adoption


So, you’ve successfully launched a product and now you’re planning to launch a new product within the category. We’re here to give you ideas for your new product adoption. If product launches were easy, then everyone’s product would be a hit.

How To Launch A Product or Feature To Maximize Growth

Brian Balfour

To this day, you can still not sign up and instantly gain access to their product. Yet, they have received more press, word of mouth, and funding than 95%+ of other products. Because they've done the exact opposite of what most do for product and feature launches.

From Awareness to Adoption: Keys to a Successful New Feature Launch


Product teams must not only create an amazing product, they also need to set the stage for the product getting the awareness it requires for trial and user adoption. Attention: How to successfully launch a new product feature.

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7 Ways Cohort Analysis can Optimize Company Performance and Results

Mind the Product

Businesses are constantly in search of useful tactics that improve their brand’s performance and bottom line. By analyzing the behavioral differences between these cohorts, product managers can spot patterns at multiple points in the customer lifecycle.

How to Build new Products in Digital Media by Ana Jakimovska

Mind the Product

The broadcast industry has been hugely disrupted with the rise of Netflix, YouTube and others who are creating incredibly usable products. Complexities of Starting From Scratch in an Established Brand. Strengths of the product proposition: Unique content curated by the BBC.

Women in Product Management: Corey Fiedler, VP, Head of Product Management at Broadridge

280 Group

For our next installment of the Women in Product Management Series I interviewed Corey Fiedler, VP and Head of Product Management at Broadridge. To read the entire series on Women in Product Management make sure to sign up for our newsletter. What attracted you to Product Management? Given the company’s growth stage, I was required to wear many hats … but what I enjoyed most was Product Management, which to me is the core of any business.

How To Measure UI/UX Design Impact On Business (+ Our Own Experience)


Who doesn’t like to use a product that looks pretty? Yet as a software company owner or product manager, you hesitate to put time and budget into UI/UX design? The questions lingering in your mind may be: How important is design to product success?

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Kick-start your product management career–and other innovation insights for product managers Oct 27, 2016 - The Everyday Innovator – Resources for Product Managers and Innovators

Product Innovation Educators

Each week I scour articles, wading through the dogs, and bringing you the best insights to help product managers and innovators be heroes. 5 ways to kick-start your product management career. (1) 3) Use the product daily. (4) Good marketing is part of a great customer experience.

Positioning, messaging, and ownership

Under10 Playbook

Who defines product positioning? Product Management or Marketing Communications? Product managers are responsible for the features of the product and its positioning in the marketplace. Product Management defines the positioning and Marcom delivers the positioning.

Crowdtesting – all you need to know


You have developed your product sparked by brilliant ideas and are ready to go-live. It can easily make or break brands. Successful brands globally are increasingly using Crowdtesting for flawless products. How to set up crowd testing for your product.

TEI 222: Presenting new products at trade shows and events – with Amy McWhirter

Product Innovation Educators

Learn how to cut through the noise and make human connections presenting new products. For many product people, participating in their industry trade show each year is one of the most important things they do. Summary of some concepts discussed for product managers. [2:54]

What to Expect When You’re Expecting (to Be Acquired)


Product. Product. Product Marketing. Short of going public, the goal of many companies is being acquired by a deep-pocketed, larger company with a complementary set of products. Surviving an acquisition: 9 tips for product managers. Multiple Product Roadmap.