Join the host, Sara Landi Tortoli, and product marketing expert Jason Oakley as they explore the nitty-gritty of ensuring a successful product launch. Jason is a product marketing coach, consultant, and creator with 10+ years experience building PMM functions from scratch.During the episode, Jason provides a comprehensive playbook for launching products successfully, from research and positioning all the way through messaging, promotion tactics, and pricing strategies with real-world examples.00:00 Introduction01:09 Overview of product marketing role and responsibilities04:00 Tips for successful product launches05:00 Key differences between product releases and launches12:18 Case study: Ambiguous messaging in Humane's AI Pin launch video17:37 Crafting effective product positioning and segmentation26:24 Niching down to a very specific target audience29:24 Product positioning framework35:56 Translating position into effective messaging44:27 Capabilities, benefits and proof when describing product value46:42 Pre-launch tools like Winter to test messaging48:23 Tactics to generate hype and momentum for a launch53:00 Case studies of successful ongoing launch campaigns54:28 Pricing models and metrics58:43 Using buyer research to find optimal pricing01:02:00 Case study: Pricing course using buyer response and conversion data01:05:05 Validating pricing via beta programs👉 CHECK OUT JASON'S CLASS: https://maven.com/course-crew/readyforlaunch📚 OTHER RESOURCES MENTIONED: PMM Files Newsletter: https://productivepmm.com/newsletterVan Westendorp Pricing Research Template: https://productivepmm.com/resources/van-westerndorpPositioning and Messaging Development Template: https://shorturl.at/nAEGKLinkedIn post on the diff between Releases and Launches: https://shorturl.at/kmJO5LinkedIn Post on where PMM should be involved in the Product Dev Process: https://shorturl.at/azBJV🔗 CONNECT WITH JASON:👥 Linkedin - https://www.linkedin.com/in/oakleyjason/💻 Website - https://productivepmm.com/🔗 CONNECT WITH SARA:📸 Instagram - https://bit.ly/saralanditortoli-instagram🐦 Twitter - https://twitter.com/Sara_LandiTor👥 Linkedin - https://bit.ly/saralanditortoli-linkedin💌 Newsletter - https://polyweb.beehiiv.com/🪢 ABOUT POLYWEB:Polyweb navigates through the intricate nexus of technology, product innovation, and human creativity. Engage with leading entrepreneurs and experts in uncovering how we can forge impactful companies and lead lives enriched with purpose in the Technology Era.📺 Subscribe to our YouTube channel: https://www.youtube.com/@polywebhq🎧 Listen for free on your favorite Podcast platform - search "PolyWeb" on your podcast app, or click these links:Apple Podcasts - https://apple.co/3Jp6NA3Spotify - https://spoti.fi/3OZlfC8 Google Podcasts - https://bit.ly/polyweb-googlepodcastRSS - https://www.podpage.com/polyweb/FOLLOW POLYWEB:🎥 YouTube - https://www.youtube.com/@polywebhq/💌 Newsletter - https://polyweb.beehiiv.com/📱TikTok - https://www.tiktok.com/@polywebhq📸 Instagram - https://www.instagram.com/polyweb/🐦 Twitter - https://twitter.com/PolyWebHQ🙏 LEAVE A REVIEWIf you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcast Hosted on Acast. See acast.com/privacy for more information.

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