Four Honest Lessons from Intercom?s Biggest Product Launch Ever by Mark Ryan

Mind the Product

On the first World Product Day, late last month, Mark Ryan, a senior product manager from messaging software supplier Intercom in London, gave a deeply personal talk at the probably highest-ever ProductTank venue – the 23rd floor at eSailors in Hamburg. He shared some great lessons on how Intercom has built a new version of its messenger in only four months and involving 150 people in eight product teams. Lesson 4: Product Intuition.

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.

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Pragmatic Live Transcripts (Prioritizing Your Product Launch)

Pragmatic Marketing

Hello and welcome to the Pragmatic Live podcast series where we tackle the biggest challenges facing today's product management, product marketing, and other market and data driven professionals with some of the best minds in the industry. Today we're joined by Marcus Andrews Principal Product Marketing Manager at HubSpot, and we're going to just kind of dig in, as from a practitioner’s view on the street, how product marketing is handled at HubSpot - welcome Marcus.

Pragmatic Live Transcripts (Prioritizing Your Product Launch)

Pragmatic Marketing

Hello and welcome to the Pragmatic Live podcast series where we tackle the biggest challenges facing today's product management, product marketing, and other market and data driven professionals with some of the best minds in the industry. Today we're joined by Marcus Andrews Principal Product Marketing Manager at HubSpot, and we're going to just kind of dig in, as from a practitioner’s view on the street, how product marketing is handled at HubSpot - welcome Marcus.

The Four Key Hurdles to Successful Product Launches

Pragmatic Marketing

The make-or-break window of opportunity for product launch success is narrowing and becoming more challenging each year. To navigate the challenges that can damage the success of product launches, the core reasons why clients don’t buy a new product must first be identified.

The Four Key Hurdles to Successful Product Launches

Pragmatic Marketing

The make-or-break window of opportunity for product launch success is narrowing and becoming more challenging each year. To navigate the challenges that can damage the success of product launches, the core reasons why clients don’t buy a new product must first be identified.

Powerhouse Product Marketing: Tips For Devising a Product Launch Email Campaign

The Product Coalition

Source: Pexels Selling products to the general public is a great way to make money. The main thing you need to do to stay relevant in the world of retail is to develop new products regularly. A recent study found that nearly 95% of the products released each year will fail.

Launch to sell — leverage sales enablement to maximize product launches

Inside Intercom

Shipping product fast and often means more opportunities for Sales to delight customers and engage with prospects. But your sales team needs a lot more than an email on launch day to maximize the opportunities that product launches present. Here at Intercom, Sales Enablement is responsible for ensuring sales reps have the skills and resources they need to capitalize on product launches. The upsides of some product launches are immediately apparent.

Launch to sell – leverage sales enablement to maximize product launches

Inside Intercom

Shipping product fast and often means more opportunities for Sales to delight customers and engage with prospects. But your sales team needs a lot more than an email on launch day to maximize the opportunities that product launches present. Here at Intercom, Sales Enablement is responsible for ensuring sales reps have the skills and resources they need to capitalize on product launches. The upsides of some product launches are immediately apparent.

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

There are a million ways they’re subtly inserting their own personality into the message, whether it’s written or spoken. Consider your buyer persona and whether heavy use of industry terms will be detrimental to your message or establish your brand as knowledgeable.

How to not screw up your product launch:spend some time thinking about the go to market plan in…

The Product Coalition

How to not screw up your product launch:spend some time thinking about the go to market plan in advance Every product team aspires to ship awesome products. My hypothesis is that a rigorous product development process is the main controllable ingredient to this.

The Art of Developing Your Launch Strategy

Actuation Consulting

No matter how awesome your product, without a well-conceived launch strategy, it will likely sputter off the launch pad. What Is a Launch Strategy? Your product launch strategy delineates the approach you plan to take in getting your product to market. You can start ruminating over what to include in your launch strategy as early as the conception phase. 1 – Who are your top priority audiences for the product?

A new dawn for the business messenger

Inside Intercom

And for the first time in any messenger, you can build your very own messenger app to integrate with your own products and tech stack so you can truly tailor the Messenger for your business. Messaging uniquely allows people not sharing the same physical space to interact in very human ways. This means full product experiences and independent workflows right inside the Messenger. Updates business messaging Messenger Product Launch

When do you let go of Process and Accept Controlled Chaos?

Mind the Product

as the first non-founding member of the product team. If I were forced to prioritize (as all product managers naturally tend to do) and choose the most important lesson I learned, it’s that it’s not about the process, it’s about the people. The concept of “process” is a safe place for product managers. In fact in many companies, product managers double up as project managers, ultimately defining and executing processes that speed up the product development process.

Product Development: Turning Months Into Weeks

Mind the Product

For our app, a user can immediately see when another user has added a message. The fantastic features and vibrant development community surrounding Firebase make getting your product launched that much more efficient – in fact some large companies have also taken note and are using it.

Foundations

Spice Catalyst

Foundations in the Successful Management of Products seeks to define the secret of what makes customer-oriented products, enabling its practitioners to significantly increase its chances of success. Interspersed with multiple real life examples and stories of successful and unsuccessful products and organizations, the book goes far beyond what must be done, into the detail of [ ] The post Foundations appeared first on Spice Catalyst.

Books 60

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

Userpilot

I’ll use examples from top SaaS products throughout, and provide you with actionable takeaways. It’s aimed at users who are already paying for your product. Unlike other products, SaaS users pay for your product over and over. Pros: + Users can’t miss your message.

Focusing On Your Brand Will Produce a Better Product

Mind the Product

We all want to build products which connect with our users and drive engagement. Brand or Product? Traditionally branding has been clearly separated from product. Use product to deliver your message.

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. Do they know where to go to promote their product, and how to do it once they get there? Getting through the first product launch requires more than a marketing Band-Aid; it requires instilling a company-wide philosophy that marketing and product aren’t two antithetical forces but two sides of the same coin.

How 3 product marketing managers execute product releases

Roadmunk

While product managers puppeteer a product journey end-to-end, product marketing managers tend to be the masterminds behind releasing said product to market. Despite this generally accepted understanding, coordinating product releases of any size can still get messy.

Need for speed: how to address leads faster with live chat

Inside Intercom

You can have the world’s most talented sales team and the greatest product but still lose to a competitor. We’ve been conditioned to expect instant responses when we talk to people on messaging platforms. How to use live chat for a product launch. Sales & Marketing clearbit live chat live chat for sales messaging Sales StrategyIn Sales, timing is everything.

Demo 79

Introducing Mobile Carousels: The best way to engage customers on mobile

Inside Intercom

But forging that connection with customers on mobile is notoriously hard – somewhere between a fifth and a quarter of users abandon an app after their first use and only 32% of users will launch an app more than 10 times. Product Tours in your pocket. Better proactive support messages.

Perfecting the Stealth Launch

Under10 Playbook

You’ve perfected the stealth launch! Your product is in the market but no one knows it. Or perhaps you’ve done the “product roll-out”—you’ve rolled the product out the door and then slammed the door shut. Launch complete.

Announcing Product Tours: A new way to create powerful, personalized user onboarding

Inside Intercom

There’s a pattern that’s all too common in our industry – you build a rock-solid product, spend a lot of cash and effort attracting people to discover that product, but then fall down at the crucial point of helping your customers actually find value.

The Phenomenal Product Manager: Product Marketing versus Product Management

280 Group

The article is a synopsis of The Phenomenal Product Manager: Chapter One , written by Brian Lawley. We’ll be using the term Product Manager to refer to both Product Managers and Product Marketers. Product Marketing. Writing product launch plans.

Consider a soft launch

Under10 Playbook

Meghan was hired a few weeks before an initial product launch. She couldn’t find many of the core product pieces so she was forced to start from scratch. She jumped right in to understand personas and problems so she could define the product positioning.

Product Manager vs Product Marketing Manager

280 Group

Managing the Interrelated Roles and Responsibilities of Product Managers and Product Marketing Managers. Product Management and Product Marketing Management are complementary roles. Regardless, both of these distinct roles are essential to product success.

Who Should Own Product Positioning?

Pragmatic Marketing

Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves. Lately I’ve been thinking and talking about a new binary model for role definition: Product leaders (that is, product managers and product marketing managers) own problems; development and marketing teams own solutions. So how does this model impact product positioning ?

Understanding your customers in real time with live chat

Inside Intercom

Sales has changed – messaging and live chat is the new medium for initial sales conversations, not the phone calls or leisurely lunches of old. Our job on the Sales Team is to establish meaningful sales relationships, and in an era where nearly every business is an internet business, building those relationships is all about messaging on live chat tools. That’s a reflection of communication habits, with everyone messaging all day long.

Recognizing Longevity

Mironov Consulting

Back story: I joined a 20-person startup in 1998 as the first product person. My stack of blocks from AirMagnet (an early 2000’s player in Wi-Fi security) marked product launches, editorial wins and funding from an important investor.

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. Has your business leader approved of the product launch?

Demo 114

The GIST Framework by Itamar Gilad

Mind the Product

Itamar has over 20 years of product management experience working with industry leaders such as Google and Microsoft. Three Types of Launch. Part of the role of a product manager is to discover and help build products that have a high market impact.

Look Before You Click: The Risk of Buying Pirated Software

Revulytics

for a download and product key. For instance, almost immediately after a new product launch, software companies issue patches to shore up development and security bugs that are spotted by users. It looks like a great deal.

10 Steps To Effectively Launch Your Digital Product

Innovatemap

Once you’ve built a valuable and usable product, it is time to prepare for launch. You’ve invested so much money and time into your product, you should take care in prepping before sharing it with the world. Messaging Options. Just a Well-Designed Product.

What is Product Marketing and Why Should I Care?

Userpilot

SaaS companies have started to realize that their products should be the main driver of growth. This product-led growth flips the old marketing and sales rulebooks on their heads. Product marketing is a large part of this shift. Product-Led Growth. Pricing your product.

3 Easy Steps To New Product Adoption

Userpilot

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.

What is Product Marketing and Why Should I Care?

Userpilot

SaaS companies have started to realize that their products should be the main driver of growth. This product-led growth flips the old marketing and sales rulebooks on their heads. Product marketing is a large part of this shift. Product-Led Growth. Pricing your product.

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

ProductPlan

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.

Demo 90

How to Break into Product Marketing Management (PMM)

PMLesson's Ace the PM Interview

Product marketing is one of the newest and most impactful roles within an organization. As a product marketing manager (PMM), you influence most areas of the organization including product, design, sales, support, and, of course, marketing. Product Marketing Management