New Product Archives

New Product

If introducing a new product is part of your strategy, guides can help you with:

Planning a product launch
Positioning your new product in the market
Setting target segments for the new product
Optimizing upsell/cross-sell of the new product within your base

Outcome-based Product Roadmapping

Rajesh Nerlikar is a Co-Founder and Product Coach at Prodify, and co-author of the best selling product book, Build What Matters. In this guide he explains how to build a roadmap centered on customer outcomes instead of features shipped. He outlines how to balance new functionality with maintenance and tech debt, and how to run a cross-functional roadmapping process.

Rajesh Nerlikar

Rajesh Nerlikar is a Co-Founder and Principal Product Advisor / Coach at Prodify and co-author of the best selling product book, Build What Matters. Rajesh has more than 16 years of product management experience. Over the past 3.5 years, he’s advised/coached 35 companies on product strategy, team development and operations, from startup founders to growth-stage product executives to entire enterprise product teams. Prior to Prodify, he was a technology consultant at Accenture, an entrepreneur, a product manager at Opower, a senior product manager at HelloWallet, a director of product at Morningstar, and the Interim Vice President of Product and Design at Savonix, a Prodify client.

Conducting Product Discovery

Jim Morris is the founder of the Product Discovery Group, through which he coaches product teams on idea development, user research, and testing with rapid prototypes. In this guide he explains how to use product discovery to test for value, viability, feasibility, and usability continuously, to minimize waste of precious development resources.

Jim Morris

Jim Morris is the founder of the Product Discovery Group where he coaches product teams on idea development, user research, and testing with rapid prototypes. He was previously Co-Founder and CTO at Brightday, a workplace productivity startup, and the Head of Product at PowerReviews, a user-generated content platform with 100M+ monthly consumer visits. Jim works with product teams (including product managers, engineers, and designers) to improve skills and foster innovation.

Increasing Prices (Or Repackaging to Charge More)

Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.

Mark Stiving

Mark is Chief Pricing Educator at Impact Pricing, an advisory firm specializing value-based pricing for B2B technology companies. He holds a Ph.D in Marketing and is the author of two pricing books (“Impact Pricing” and “Win, Keep, Grow”). Mark was previously a Pricing and Product Management Instructor with the Pragmatic Institute and has coached hundreds of businesses, from solo entrepreneurs to multi-billion dollar corporations, on pricing and monetization.

Managing B2B Product Launches and Releases

Mary Sheehan has help product marketing leadership roles at Adobe and SocialChorus. In this guide, she describes how to prepare for, coordinate, and measure product launches of all types, from routine releases to major new offerings.

Mary Sheehan

Mary is a marketing leader at Adobe, where she currently leads engagement and retention marketing for Acrobat SMB and student, and previously led product marketing at the Advertising Cloud. She’s also held product marketing roles at SocialChorus, AdRoll, and Google. Mary is the host of the Women in Product Marketing podcast.

Positioning and Launching a New Product

Dan Murphy has led product marketing at Privy and Drift, where he’s overseen over 70 product launches and more than a dozen large, new product launches. In this guide, he walks through how to position and launch major new offerings, including new products, products introduced to new verticals, acquired products, and important partnerships.

Daniel Murphy

Dan currently leads brand and product marketing at Privy, the #1 reviewed sales app in the Shopify App Store. He started his marketing career at HubSpot and was previously Director of Product Marketing at Drift, a conversational marketing platform, where he grew with the company from 45 to 400 employees. Across companies, he’s managed 70+ product launches, including a dozen major launches. Dan has developed a Product Launch Masterclass video course and co-authored the book “This Won’t Scale” with Drift CMO Dave Gerhardt, on the company’s marketing plays.

Managing Scalable ABM Campaigns

Heidi Vandermeer has led account-based marketing at Security Compass and Uberflip, and has won an ABMie award for best ABM campaign at scale. In this guide, she shares how to select an ABM account list, and how marketing and sales should work together to execute ABM campaigns.

Heidi Vandermeer

Heidi currently leads the team for account-based marketing (ABM), campaigns, and events at Security Compass, a SaaS cybersecurity company. She previously built the ABM function at Uberflip, a content experience platform. Heidi has run strategic, one-to-one “bespoke” ABM programs on lists as small as 5 accounts, and one-to-many “programmatic” ABM campaigns on lists as large as 10,000 accounts. Heidi is the managing director of ABM Toronto, an account-based marketing meetup, has won an ABMie award for best ABM campaign at scale, and spoken about ABM at multiple conferences including the SiriusDecisions Summit (Forrester).

Defining an Ideal Customer Profile

Kirby Wadsworth is the CMO of Ionir, and has served as CMO at enterprise software and networking companies including Illusive Networks, Bayshore Networks, and Limelight Networks. In this guide, he explains how to identify prospect characteristics that predict strong fit, to help sales and marketing automate prioritization.

Kirby Wadsworth

Kirby is the Chief Marketing Officer at Ionir, a container-native storage and data management platform. He’s previously served as CMO at enterprise software and networking companies including Illusive Networks, a cybersecurity provider, Bayshore Networks, an ICS security platform, and Limelight Networks, a digital content delivery provider. Kirby has been named one of Forbes Top 10 Most Influential CMOs, a Top 50 Marketing Thought Leader, and a B2B Killer Content Award Winner.

Hiring a Product Marketer

Ryan Goldman is the Vice President of Product Marketing at SoundCloud and has led marketing or product marketing at Pendo, Sentry, SignalFx, and Cloudera, and over the course of his career, he's managed or hired 15+ B2B product marketers. In this guide, he explains how to find a product marketer who can serve as a bridge between the product, the sales org, and the market.

Ryan Goldman

Ryan is the Vice President of Product Marketing at SoundCloud, and has previously held product marketing leadership roles at SoundCloud, Pendo, Sentry, Signal FX, and Cloudera. He has particularly deep experience with developer products, and serves as a Marketing Advisor for the Heavybit Industries Accelerator

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Many authors have areas of expertise that have not (yet) been written into full guides.