Getting to Market - Episode 13: Julia Szatar, Senior Product Marketing Manager at Loom
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Getting to Market - Episode 13: Julia Szatar, Senior Product Marketing Manager at Loom

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Last Updated
May 28, 2021
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Julia discusses Looms recent pricing update and launch (which also included a brand launch)

Originally had two plans (basic and pro). then planned to have four (basic, pro, business, enterprise). Landed on basic, business, and enterprise.

Why? They felt four tiers was getting too complicated. A simple tool needed simple pricing.

Used the concept of cohorts to think about the different groups of customers that would be impacted differently by the launch. Ex. Old pricing customers vs new pricing customers.

Started with an Alpha of customers, then a beta rollout to a select group of customers, then a GA launch.

Launch communication channels:

  • Intercom email
  • Intercom in-app message (if email hadnโ€™t been viewed in X days)
  • Twitter
  • LinkedIn
  • Sales and customer teams
  • Blog post

Goal setting:

  • Weโ€™re focused on impact to the customer
  • Number of negative social mentions
  • Number of complaints
  • Revenue increase

Learnings:

  • Wished they had done more proactive marketing to use this launch as a way to attract new customers (press, more social, more of a campaign)