Wednesday May 03, 2023

Empathetic Product Marketing, from Product Launches to CABs with Beth Barach

This week, Beth Barach, the Director of Product Marketing at Onapsis, joins the hosts to discuss the intersection of product marketing with product launches, Cabs, and eCabs. With over 20 years of experience in tech, Beth began her career working with channel and technology partner programs, which ultimately led to her pivot into product marketing.

Beth also shares that to execute a successful product launch, it's important to create a plan and synchronize the different teams and departments involved, such as sales, marketing, customer success, and product. getting into the idea of using product launch as an opportunity to educate customers and partners on the value and benefits of the product. Lastly, Beth stressed the importance of using marketing channels to create a buzz and engage the target audience.

The conversation also touches on the importance of getting executive buy-in for a product launch. Beth gave an example of someone on the team who is often overlooked but should be included, the support team. While Maria highlighted that product marketers should aim to think beyond their usual suspects when planning a launch. Finally, Beth provided a story about a manager who was great at recognizing the importance of executive support.

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