"1. Better prioritize feature announcements"

"2. Stay focused and responsive with weekly sprint cycles"

"We realized that agile project management could work for marketing, too, in our own way."

"But we’ve found it most important just to start with an agile workflow, have open discussions with your team about what works and what doesn’t, and constantly refine it."

"There are two main problems that come up when you don’t prioritize your feature announcements, and they’re important:"

"first, you only get so many opportunities to hold the attention of your target audience. You don’t want to lose your their trust and attention by crying wolf on features that aren’t that important to the majority of them."

"you can’t waste time promoting a minor, untested feature, for example, if your time could be better spent promoting a bigger, more significant release that’s more likely to drive new business."

"For every feature or product we build, the product marketing team — often with the input from product, sales, and support — uses a simple 2x2 matrix to assign a priority level, from P1 to P4:"

"3. Put the product on the shelf"

"product management puts the product on the shelf, while product marketing handles getting it off the shelf."

"As a product marketer, you have a big role to play in figuring out what to build, who it’s for, who it’s not for, how it works, what it’s called, and more."

"Competitive research"

"Positioning:"

"Messaging: Work with your product manager to turn your internal positioning statements into customer-facing messaging."

"Getting involved in beta testing:"

"By putting the product on the shelf, then giving your sales team the tools and resources to get it off the shelf, product marketers cement themselves as the linchpin between product management and sales."

"4. Launch day is halfway. Take your product on a book tour"

"Launch day is the dividing line between product marketing and product education. But at smaller startups, especially those without a demand generation manager, product marketers end up being responsible for both."

"I’ve found it helpful to think of your work like it’s a book tour: in the days and months after your launch you should be speaking at events, doing media interviews and Q&A’s, hosting training webinars, and writing guest blog posts."

"5. Empower your customers to do the talking"

"It’s going to come from good worth of mouth from your existing customers."

"Great positioning and messaging are table stakes: it gives your customers a simple, compelling story to tell for every new release."

"Get them involved in launch day"

"Publish case studies:"

"Support their talks at industry events:"

"If you’re in B2B, many of your customers will want to share how they’ve implemented new technology like yours at conference keynotes and talks."