279 - Your Checklist Launches Don't Work Anymore with Yi Lin Pei

Yi Lin Pei is 3x PMM leader turned coach, advisor, and founder of Courageous Careers where she’s helped 400+ product marketers navigate their career.

We discuss:

Product ships on a weekly basis. At the same time, marketers can pump out endless content. But the customer’s ability to absorb product change doesn’t work like that. How to navigate this disconnect and why your checklist launches don't work anymore.

Here's the LinkedIn post we mention that talks about the GTM Launch Canvas: https://www.linkedin.com/posts/yilinpei_productmarketing-productmanagement-launch-share-7429939301456703488-9Giz/

Jump in:

03:06 Traveling to Scotland

07:15 Checklist launches and their pitfalls

11:11 Reevaluating launch strategies with first principles thinking

12:32 Implementing phased product launches and public beta testing

15:28 The value of building in public and transparent launches

17:12 The GTM Launch Canvas

19:12 The book 'Loved' and its influence

20:03 The effectiveness of a one-page go-to-market canvas

23:00 Unlearning cookie-cutter launch templates

24:37 First principles thinking in product marketing

27:55 Aligning messaging themes with customer and market needs

30:33 Innovative marketing tactics like physical events and street campaigns

32:21 The importance of brand and storytelling in B2B launches

33:11 Building a product marketing team: vision, structure, and traits

36:06 The evolving role of the "superPMM" and future skills

40:25 The importance of strategic thinking and mini GMs in marketing

44:38 Using insights from business analysis to drive product success

46:24 The real role of product marketing in business strategy

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Yi Lin on LinkedIn: ⁠⁠⁠⁠www.linkedin.com/in/yilinpei

Yi Lin's newsletter: www.courageous-careers.com/newsletter

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