Product Marketing Isn't Effective, Fix it by using thematic product launches

Do you manage a product marketing team trying to manage marketing-related resources in order to deal with the innumerable releases without a date for release, as well as an unending number of product managers requesting lots of attention from marketing for each release? Do you think there is another option?

• Make sure you are alert to any new product announcements.
• It is important to create the story in a way that's greater than the sum of its parts.
• Marketing has to be well-organized and well-organized so that they are able to make the best effort to promote new products.

Are you in an impasse with chaotic product roadmaps, constant "t-shirt" dimensions adjustments to estimates for agile projects or sliding dates off the release date of your products and worried that you're running your management to down, perhaps it's time to consider themes for your product launches. Find out how you can go about it on the latest episode on Growth Stage!

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David Vogelpohl () (00:04)

Hello everyone! Welcome to The Growth Stage podcast by . I'm your host, David Vogelpohl. I'm part of the community of digital products that I am being a part of . and I am awed by bringing the best of community-to-community for you on the Growth Stage podcast. This episode, I'll speak with a particular person who is extremely crucial to me. I have a relationship with him here at . He's going to be talking about how the marketing of items is not working and how to make it better by using thematic

product releases We'd be pleased to welcome to growth Stage the following Mr. Braden Steel. Braden, welcome.

Braden (00:39)

Thank you for your time. I really appreciated your intro. I'm looking forward to discussing the marketing of products in the near future.

David Vogelpohl () (00:44)

Awesome. and I'm so grateful to have you as a partner with us at Braden. I had a moment of panic since I don't often pronounce your name in an authoritative manner. But then I thought about it and wondered if this is an odd pronunciation I did not know but had forgotten about at some point or another however, welcome to this forum. This is a fact. What Braden will be discussing will be his thoughts on what's wrong with the conventional approach to marketing and our methods are using periodic thematic launches of products.

Braden (00:58)

Yeah. I appreciate it.

David Vogelpohl () (01:14)

In order to give the most effective treatment to the launch of new products so that you can tell an integrated story about your product, that will make the entire greater than any of the components, and assist marketing to be more thoughtful and strategic so that you are able to give your best effort to the new launches you make. I was at Spryng attended by Wynter, W -Y -N T-E-R I believe. Also S.P. -R. -Y.N. It's a G incident.

Participants discussed a range of aspects and issues that relate to marketing. Marketing for product was discussed. Some complained that they were running ragged and had to deal with each feature launch or new product announcement, and striving to make a huge impression for every one of the launches. The concept of themed launch dates was suggested by someone was in the same group who the idea. We were already using it during the period of a few quarters back.

So, I decided that it would be fun to talk about this subject this morning. That's it, Braden Are you prepared to start?

Braden (02:18)

Yeah, let's do it. I'm eager to talk about this subject. it. it. it.

David Vogelpohl () (02:20)

Alright, good deal. I've been here quite some length of time and am uncertain of what the solution is to this question. Have you purchased the product which you ordered the first time online?

Braden (02:28)

It's certainly a good idea. I was thinking about the idea. It was junior high. eBay was on the rise. Following that, I bought the PlayStation 2 with a bundle of games. There were sports games, as well as other games. There was constant discussion over whether or not to purchase the game. However, I bought it, and was extremely pleased by the experience. I learned a lot with the console and had lots of fun.

A different option is to make use of the money I earned. an instrument called a dogeridoo. It was the first item I bought using my own money on the internet. This is the third option.

David Vogelpohl () (03:06)

Everything is fine. I adore the way you handled it when you owned personal money and the help from your parents. How was it similar to the parents' money? What was the method you utilized to finance your PSP?

Braden (03:14)

Yes, I could have earned this through pruning my lawn, or weeding my lawn, or other things. It was also similar to the amount I made from my job which I earned by myself.

David Vogelpohl () (03:24)

So, if you're trimming the lawn, you're entitled to money Braden. This is all you need. Ok, I didn't mention it in the introduction. Would you be willing to share views of viewers on what you're currently working on or on?

Braden (03:27)

Sure, yeah, yeah.

Yeah, sure. As Director, I'm Product Marketing. the Senior Manager at . My primary task is to oversee go-to market for all of our products as well as the industries we're involved in. When a new product is launched, it's all the messages that are under that product, and in the context of the product, as well as helping with games, B2B and various industries that we're really eager to market to. Merchant of Record.

We connect everything starting from the buy button onwards and provide an all-encompassing online selling experience. We work with SaaS companies, gaming businesses AI firms B2B companies and other businesses like. that. that. that.

David Vogelpohl () (04:18)

Excellent, excellent. Now, when you describe your experiences, it's because that you covered many aspects. You covered the most recent launch of new products and features along with other new product launch announcements. Additionally, you spoke about verticals. Also, you mentioned B2B SaaS or video games. The modern day product marketer is usually accepting the vertical positioning relative to the product. This only increases the complexity of products for marketing.

What do you think could be broken in the promotion of goods? Did something not fit with the standard model?

Braden (04:56)

This is a great subject. It's true that product launches are dependent on a myriad of variables that are beyond the control of the marketer's products. In the case of engineering, for instance, the process as well as commitments from the customers to be met or sales must be met. There is an essential element that's"hey you need to get this product completed prior to the time due for the release. There are a lot of moving parts in these new product launches. This means working with groups in the production department to determine the dates for commitment and to understand,

When do these products are due to be released? What is "release" refers to? Are you able to access the software regularly or is it in the Beta phase? It is then time to be asked how soon will we be able to speak about the application? What do we want to talk about? Can we actually talk about this since we're in the process of testing our product? There's plenty of concerns and lots of anxiety can be created because of you being well-aware of the ways in which products and engineering work. Therefore, I believe that the major problem is

It's a challenge to figure out that it's difficult to visualize the finished product. Then you have to make a decision on the date of release and then plan your product for go live. And so what can happen is that professional in product marketing like me are informed, one week before launch, one week prior to GA and then the product manager for the product informs them"This will get done. After that, you can you have to do the whole thing. Then it's like but hold on. You've got more work to finish. You've talked about verticals. It's been discussed.

True, it may consume a significant amount of time, also. One of the issues I've had to resolve and contemplated is how do I complete the launch of my product and different aspects of my work even though I don't have any control on when or where the date will be?

David Vogelpohl () (06:40)

If you're using an animated timeline. This product isn't fully functional. They discover a bug at the very last moment. They are able to push through the release and they manage to release it on time. It's a challenge to coordinate resources from others marketers, webmasters, designers, content people and other things which are related. And so it's this arrangement of floating dates that I'm being told about. Do you think there's a difference? Like as I've...

You may have noticed that I've had the privilege of marketing products in various positions over the course of time. It seems like every when I speak to an individual from the company, they're saying"I'm planning to launch X and I'm going to launch a huge announcement on the release. Do you think that the expectations about the quantity of time and energy required to promote the different launches of products can be too high? Could that be a part of what's missing in the traditional marketing for product?

Braden (07:28)

Yes, absolutely. They're product managers are product managers with a goal. They are the owners of these products. They're extremely excited over the new products. They've oftentimes been working on it for many years that they've been working to make these products to go on sale. Naturally, they'll try to get as much help as they can from these products. It's sometimes difficult to find an executive from the product team come up to you to say that I'm truly satisfied with this product.

I'd like to see a great deal of back. So here's an exhaustive list of ideas I'm going the courage to suggest: allow us to slam the brakes so that we can allow A or B, and I'm not able to back your suggestions and/or do this due to the fact that being not in the right position at the time or it's frustrating and difficult to keep on a regular basis with product managers because they might feel like they are not able to help you in any way, but that isn't necessarily the case. it's not your intention to help every person you're in a position to assist.

David Vogelpohl () (08:26)

Yeah. This is why that you're viewing this from the point of planning a marketing strategy around a launch. It's a matter of floating dates inside the standard model and then every product manager has to be in the middle, since it's true that with all the effort and effort they're putting into this, you're like that we need to make a massive splash with this. However, with all the demands and floating dates you feel as if you're not doing your most effective job. This is like you're trying to divide the time between all of your obligations and finding it difficult to be efficient at work. That's what I'm getting. Are you sure?

Braden (09:01)

Yeah, yeah, that's right. It's an area where many situations go wrong at the same time. Then you must determine what to do about each one of them. It is not just all hours of the day, and that you work all day each day. However, you also have the stress of the various things in your head. So, spend your time learning these technological elements as well as.

They are then repackaged into a product that is focused on the market. This is why there are so many challenges to overcome.

David Vogelpohl () (09:35)

You mentioned this only a few minutes ago when we discussed the importance in supporting PMs in addition to their connection to PMMs and PMs as in. If you're thinking this is the typical form of marketing for products and services, would you think of a reason why it might cause some tension with PMMs and PMs?

Braden (09:58)

Yes, I'm thinking the scenario. I've experienced situations where sure it's uncomfortable in which you simply state that you do not have the funds to make the changes you'd like me to move. You know, during these instances, it's crucial to pay attention and be aware of what the PM's eyes are at, however it can cause tension. It is essential to be able to communicate effectively in those situations in which it is imperative to participate in discussions, while remaining conscious.

Make sure you are clear and efficient in keeping track of your progress and, in the case of applying the method of launching based on theme to get rid of some of that challenge which comes in the traditional application.

David Vogelpohl () (10:41)

The Product managers requesting an extremely powerful megaphone to announce their new product. Marketing experts say we must be organized in order to be more effective? In addition, you've talked about your move to thematic releases of your goods. Therefore, let's begin with the basics. What is a theme-based product release?

Braden (10:59)

Yeah, great question. Thematic releases are a group of goods that are grouped that are related to the theme. In this case, B2B as the umbrella and the products are in line with the theme.

David Vogelpohl () (11:16)

If we're discussing themes-based releases, I'm guessing that there's no single release every week. If you're focused, will you release the themes on a monthly basis, quarterly or each month?

Braden (11:30)

Good question. We offer a spring and summer release, in addition to a release for autumn. There aren't many viewers to catch in the holiday season in the final month of the calendar year so we do not make the release available in this time of year. There are however just three releases a year. We also release a few times occasionally.

David Vogelpohl () (11:45)

So the product org intends to inform customers that every quarter we'll make this theme-based improvement on this specific product line or series of products. Then, we'll incorporate it into the marketing of products, we'll make it a reality through a single campaign. How would it work in the event that you incorporate key elements from each of the products and the new features that are released in the area?

Braden (12:08)

It does. It incorporates those aspects. As we go through our plan for customers and decide yes, what exactly do we have in mind for the coming year? It allows us to classify products into different groups. It means we don't have to take the approach of top-down, saying to ourselves, we need to find an answer for theme A. The question is, then, what's an appropriate product to use for theme A? We instead look at the products we're planning to launch this year?

What's the primary thing that these merchandise can come under during the season.

David Vogelpohl () (12:44)

You'll experience, you'll amplify the effects. It could be off by a quarter, maybe when the release date is significant, but it can also delay as I'm imagining. The user would know the difference. Yeah. This means you're separating the GA, if you will in relation to the promotional.

Braden (12:51)

That's correct, yeah.

That's correct. Yeah. This is an excellent technique. You know, we've implemented our GA methods that we use as our products may need to be advertised once they launch. Therefore, as part of our process, which is thematic, we can use GA topics and activities that can be applied to each of our products.

David Vogelpohl () (13:18)

Any launch that is desired, will be a part of the themes announced. You also get some sort small version of the theme that has a similarity to the GA launch. It's basically a double dip, which is similar to.

Braden (13:31)

Yeah, that's right. Yeah. It's really helped to ensure that the team members within our business can access GA. The result is that we can ensure that our satisfaction with customers doesn't come from suddenly being able to hear feedback from clients. The feedback is similar to "Hey you're using an wonderful product. I'd like to learn more about this product. Our customer success team wasn't established. However, this is not the case because in GA we are currently publishing the FAQs as well as value-based information so that we can ensure all staff are informed of what's happening.

Additionally, the go-to-market messages which you've mentioned could take a bit longer at times. If the product you're planning to be launched in January, but you it's not possible to launch a thematically-related product till April, it could be unable to receive the same amount of marketing support in the beginning. However, there's still the possibility of participating in the larger campaign at a later date.

David Vogelpohl () (14:17)

If it was highly strategically planned, would you add an X or a larger release between themes for the event that you have a similar, GA timeframe for a similar important product that you've been in waiting for?

Braden (14:30)

Yeah, absolutely. So we have ad hoc releases that we are able to assist with. We try to limit these releases to a few releases, if it's possible. We've developed a procedure that we've developed in collaboration with our team of developers who work on the product which allows us to participate in a discussion and then think that we've got the perfect function. It's not in the same category but it's crucial for reasons A as well as B. It's something we plan as a team so everyone knows what procedure we'll follow. You know this is a distinct attention.

There is are no chances of needing to transport 15 products simultaneously and falling to the ground at the end of the quarter and it's typically, when the entire range is delivered at the same time.

David Vogelpohl () (15:08)

Thank you.

My most-loved jokes in business is the observations that executives Q3 represents the moment to begin Q3 whereas engineering teams are in Q3 to conclude the Q3. The company is, well evidently moving towards finalization of those quarterly OKRs. Yeah. Okay. I've got you.

Braden (15:33)

Absolutely right.

David Vogelpohl () (15:38)

This theme is due out the next quarter, or maybe some time in the near in the future, and there's a major product or feature launch outside of the theme. Perhaps this is one of the exclusive ones that and could be seen in the time between the release of the thematic theme?

Braden (15:55)

Absolutely, exactly as you'd expect. Let me give you an example of something we're currently working on. The release of a payment feature was released earlier in the year. We also had many amazing payment options. One feature could be able to get between the lines of technology, and it was unable to be accessed until the thematic launch occurred. It was Google Pay and everyone knows Google Pay. We took a moment to look at it, then thought what we could do to make sure we're promoting Google Pay? This isn't an online payment service designed for businesses to businesses. So we've released a small version of Google Pay.

Created some documents for it FAQ documents blogs, blog posts, or even a blog post that is promoted on social networks like this.

David Vogelpohl () (16:29)

What happens when you've got this type of release for an anchor product as well as a thematic release that doesn't sound as impressive? The sound was like that there was an anchor product and it was included in the release. Apple Pay slipped from or Google Pay slipped from. So what can you do? Hold off on releasing this thematic release until anchors are set? What other options do you have?

Braden (16:54)

Yeah, I mean, it depends. The usual approach is to keep an eye on. It's happened to us. Yes, I've spoken to the team who created this product, and they told me"Hello, B2B may be something we'll see coming up at some point later on during the year. The benefit that comes with Thematic launch Thematic Release is that there's no date to adhere to. The deadline is set by us. So if we want to delay that deadline by a few days to meet more effectively the requirements of manufacturing and engineering, we are able to.

You can also change the themes at any moment. If one of the most important features suddenly isn't gonna get launched maybe we could consider implementing other features to build a collection that works with a particular theme but with a different approach. There are many options of changing the style to accommodate the changes occurring over the years.

David Vogelpohl () (17:47)

This is an awesome idea. As I see it, an old-fashioned campaign for promoting thematic releases. is similar to the announcement blog. Or maybe any press release or announcement via email or on social media for our clients, emailing our clients with such a message. What distinguishes thematic release with regard to the format?

Braden (18:07)

True, I've talked about this in the past. Many of these things remain in the process. And at the thematic moment they're taking place, but they're the things that we'll call GA tasks. This means that there's more to it than notification notifications that are internal to the app. If you grant access to devices or software to our clients, then we're providing access to them, as well as- internal team within us. It is different from release that is thematic.

However, instead of being able to focus on much of more like the same attributes, with this release made available in fragments and bits. We're able to create a tale about the importance of every one of these fields. That's an enormous difference that is difficult to achieve when you release something similar to, as a fragmented release throughout an entire quarter or year.

David Vogelpohl () (19:04)

Yeah. This is good since it can increase the value of your narrative. As a huge fan of the genre and a lover is the improvement of high-quality of life is hard to engineer, however they won't always improve the marketability of the product. Because, do isn't it? Anyone who's outside might not realize that there's a problem or something. So, it's generally difficult for Phil to be an employee of an organization that sells products. He must be able to tell clients"Hi, y'all! we've solved this. It's actually very beneficial for both the company and its clients.

Braden (19:08)

Yeah.

David Vogelpohl () (19:34)

These releases do not just permit you to donate the megaphone. They help in making the case for some of these higher-quality enhancements to the quality of your life.

Braden (19:43)

This means that, as you can see that many apps benefit from this. These applications typically don't receive marketing or, for instance, quick announcement in Pendo. Instead, they're featured on websites as part of a greater feature. Also, they could use, like you stated make use of this megaphone. Additionally, there's a lot to gain from the less than ideal improvement in living quality.

David Vogelpohl () (20:08)

So, now that you know this approach, how many quarters are in?

Braden (20:13)

This is our third launch and we'll be launching with the topic for our third month of launch. This is scheduled for July.

David Vogelpohl () (20:20)

After three quarters of the course, do you agree that it has increased your ability to oversee marketing efforts and aid in the development of new products? Are you still too early to make a decision?

Braden (20:33)

My experience is definitely improving on my part. What I've observed is that now I have the capability to assist with the development team more efficiently but also help them out and coordinate with other departments in marketing and demand generation. They also have several lead times which they did not before with this software.

We could also incorporate them within campaigns we have had to fight for. This is the most significant benefit. A further reason is that it gives us time to think about alternative ways to increase vertically for example, games and other sports, that wouldn't have been able to do with enough time or the manpower needed to propel the verticals forward.

David Vogelpohl () (21:28)

It was mentioned that you had a gaming video segment that was at least a couple of months ago. The company has had video games customers for a while at least before the start of the business. The company was shifting its focus to segments. Do you believe segmentation could serve a purpose in the thematic releases or do you think the focus is more on the attributes?

Braden (21:51)

Yes, segmentation plays a big role. As I said, the next release of ours is targeted at B2B. It's a niche we're hoping to tap into and that we're enthusiastic to grow into. It's possible to imagine the future in which we'll make that happen with video games, too. In the past, we've talked about the improvement we've made in Our Apple Pay and implemented Google Pay. That's why increasing the vertical theme doesn't provide you with an alternative but also allow you to utilize it in the form of...

You reap the advantages of that you gain from. You also get advantages when you incorporate elements like thinking of leadership into the launch. It's something that you'd have difficulties integrating into conventional releases of goods. So you're able to get more, possibly a larger event and more value out from this kind of release for the overall company.

David Vogelpohl () (22:44)

Excellent. The article was fascinating Braden. I am grateful that you took the time to chat with us regarding this. It was a great discussion during Spryng here in Austin. I was tempted to have it to be part of the show. The experience was truly inspirational. Thanks for being a part of it.

Braden (23:01)

Yeah, absolutely. I appreciate you having me join in. The experience was truly enjoyable.

David Vogelpohl () (23:04)

Awesome. If you'd like to learn more on Braden's work, visit www.braden.com. Braden is currently working on and is preparing to release the product based on themes, go to .com. Thanks for joining this week's episode of Growth Stage. The host of this episode for this week's episode is David Vogelpohl. I'm an enthusiastic participant in the online product community in my job at . I am excited about being able to showcase all the great things about the community on the Growth Stage. Thanks for all your help.

David Vogelpohl David is the CMO of . From the age of 25, David Vogelpohl has led teams that have built top engines to expand and created software for large businesses like WP Engine, Genesis, AWS, Cloudflare, and numerous other brands.

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