How to lead and influence a product launch (Tips inside)
#productmarketing #productlaunch #gotomarket
In this video, we walk through exactly how to lead and influence a product launch from start to finish.
Whether you’re launching a major feature or bringing a flagship product to market, this video covers every step of the journey—from research and messaging, to stakeholder management, go-live execution, and post-launch review.
✨ What you'll learn:
→ The real role of product marketing during a launch (it’s not just making things “look good”),
→ How to get cross-functional teams working toward the same goal,
→ Tiered launch strategies—when to go all-in vs. when to keep things quiet,
→ How to manage stakeholders, stay on track, and keep momentum up,
→ What not to skip post-launch—performance reviews, lessons learned, and what to scale.
Whether you're leading your first launch or looking to tighten up your process, this is a practical guide to doing it well—and making it count.
👋 About us:
Since March 2019, PMA has been uniting product marketers to drive demand, adoption, and success. Whether you’re new to the field or aiming to climb higher, PMA provides the knowledge and network you need to thrive.
This is where product marketers from all walks of life gather to share their journeys, exchange insights, and elevate their skills.
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💙 Don’t hesitate to keep in touch or see what we’re up to:
↳ Product Marketing Alliance: https://pmmalliance.co/pma
↳ LinkedIn: https://pmmalliance.co/pma-LI
↳Twitter: https://pmmalliance.co/pma-twitter
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↳Join our PMA LinkedIn group: https://pmmalliance.co/pma-LI-group
❤️ Like this video? Be sure to like, comment, and share with other product marketers in your network!
🍿 Here's what to watch next:
How to launch a product: • How to launch a product: From ideation to ...
What is a go-to-market strategy?: • What is a go-to-market strategy?
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📖 Related reading and more resources:
→ How to launch a product: https://pmmalliance.co/3Weuhhx
→ Product launch checklist: https://pmmalliance.co/4mcvjWA
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Timeline
[00:00:00] Introduction
[00:00:30] The key components that drive a launch to success
[00:01:19] Product launch key terms to know
[00:02:54] How you can lead and influence a product launch
[00:03:14] Paint the bigger picture
[00:03:52] Link your plans to objectives
[00:04:12] Segment your audience
[00:04:36] Bring your stakeholders into the process
[00:04:53] Adapt to who you're talking to
[00:05:12] Be specific
[00:05:51] Incorporate feedback
[00:06:07] Keep everyone up to speed
[00:06:46] Know your data and make it visual