How has the product launch playbook changed?

Summary: In this episode of ‘Dear Marketers,’ Host Emily Kramer and her friends Devon Watts, Head of Product Marketing & Partner Marketing at Mercury, and Jenny Thai, Head of Content at Vanta, discuss the old versus new way of launching products, and what marketers need to know to succeed in 2025. They highlight the shift from one-day events to sustained marketing efforts, the role of internal alignment and the importance of adjusting your launch checklists.Dear Marketers is produced by MKT1 & Caspian Studios in partnership with Typeform. Episode 11 is sponsored byFramerandRevenueHero:

About our hosts

Emily Kramer is the creator of MKT1 Newsletter, a marketing advisor, and an investor. She previously led and built marketing teams from the ground up at Asana, Carta, Astro (acquired by Slack), and Ticketfly. She’s helped hundreds of startups with B2B marketing, has over 50,000 subscribers on Substack, and has reached millions through her content. Kramer’s known for her pragmatic advice, first principles approach to marketing, and her “krameworks.” When not marketing “marketing,” you can find her with her dogs in Oakland, CA or eating ice cream on the shores of Lake Winnipesaukee.

Devon Watts is a long-time startup marketer currently leading Product and Partner Marketing at Mercury. Previously, she ran marketing for the high-growth fintech Anrok, and spent time building her PMM, content, and brand expertise at companies like Yammer, Asana, and Carta. Devon has led B2B marketing teams with anywhere from 1 to 25+ people, and has experience in PLG and sales-led motions. In addition to marketing, Devon loves her kids, being on/in/near the water, her dog Dolores, and eating cheese.

Jenny Thai is a marketing leader with 15 years of content and storytelling experience at high-growth B2B startups. She currently leads content at Vanta where she’s building full-funnel programs to fuel brand and business growth. Before that, Jenny was Director of Communications + Content at Clearbit and Head of Content at Asana where she scaled the content team and function from Series C to post-DPO. When she’s not thinking about doing some content, Jenny enjoys reading books, eating noodles, and playing skee ball. 

We also hear from Krystal Barghelame, Head of Marketing at Guideline, who asks, “ How should we be thinking about product launches in 2025, not just as a single moment, but as a steady drumbeat and system?” 

Quotes “ I see so many companies spend so much time on the messaging and they haven’t spent nearly as much time on understanding their audience or knowing who their exact ICP is and that’s backwards. You need to know who that audience is.” – Emily Kramer“ I think that’s the trap I see sometimes, where you have your launch checklist and you think that you have to check everything off for each launch. No, this is a starting point. Adapt it to the specific goals and needs of that launch or the specific audience, and then build in additional things if it’s not on the checklist.” – Jenny Thai

*“If you’re truly creating a system, then it doesn’t start and end with the launch. It’s integrated. These products, stories and moments and improvements, are integrated into your story and you’re consistently driving top of funnel, mid funnel and down funnel growth.” – Devon Watts 

Time stamps

[00:00] We’re excited to launch our episode on product launches

[01:50] Krystal’s question: how has the product launch playbook changed? 

[02:35] Lightning Round: Quick takes on product launch strategies

[06:48] The old way of launching products

[15:26] Your product launch failed – why? 

[24:56] Product marketing should be audience marketing 

[36:14] Product launches are a campaign 

[38:51] The importance of positioning statements

[57:26] Does the launch change your overall strategy? 

[1:00:00] Best, Marketer: Launch Pet Peeves

Recommended products & agenciesTypeform: Use code “MKT1” for 20% off the Growth PlanFramer: Apply to their startup program and get their $900 Launch Plan free for a year at framer.com/startups.RevenueHero: Mention MKT1 for 15% offCaspian Studios

Connect with: Emily KramerDevon WattsJenny ThaiKrystal Barghelame

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