How To Market A Brand New Feature Or Product With Kathryn Nyhus From CoSchedule [ACM 006]
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- Kathryn’s background and how it has helped her in her current position at CoSchedule.
- How Kathryn has helped CoSchedule get more organized with the implementation of checklists and timelines.
- How the team comes up with speaking points for a feature.
- Some of Kathryn’s favorite techniques and methods of marketing a new feature.
- How segmenting helps the CoSchedule team tailor their marketing emails to the right audiences.
- How to continue to market a feature once the initial excitement of its launch fades.
- Kathryn’s best piece of advice for marketers who are launching a new product or feature.
- “Content marketing is the piece that builds the trust and attracts people ... and product marketing really starts to develop the relationship.”
- “Put yourself in the customer’s shoes of asking, 'Why do I care?' Keep asking yourself, 'But why?'”
- “Constantly be in contact with your customers.”
How To Market A Brand New Feature Or Product With Kathryn Nyhus From CoSchedule [ACM 006]
Click To TweetTranscript
Nathan: Let’s just say you’ve been asked to market a brand new product, or if you're a software company a brand new feature, where do you even start? Hey, I'm Nathan from CoSchedule and I'm going to be honest with you, that question was really hard for us to answer for a really long time. That’s why we brought Kathryn Nyhus on our marketing team at CoSchedule as our product marketing lead. Kathryn is the one who helps us organize new product launches. She helps us target new features at the wrong audiences with super specific messaging. She’s basically a super smart marketing nerd which is why she fits in perfectly here at CoSchedule. Today, I’ve asked Kathryn to share how she plans the new launches for new features at CoSchedule. She’s on the Actionable Content Marketing podcast to give you a behind the scenes look into the process, some of the tactics that she uses, and how she keeps us all organized in the midst of sheer chaos. Let’s hear what Kathryn has to say. Hey Kathryn, thanks a lot for meeting with me today. I think content marketers for software as a service companies and even those launching new products definitely need to know about the discipline of product marketing. I think that the functions, product and content marketing together, definitely complement one another to help users scoop down the funnel. Anyway, I'm really excited to pick your brain today to learn a little bit more about marketing new SAAS features. Kathryn: Yeah, sounds good. Nathan: Awesome. Just for anyone who may not know, could you just tell us a little bit about CoSchedule? Kathryn: Sure. CoSchedule is a marketing project management tool specifically for blog management, social media managers, marketing projects, and content management. Basically, it’s a really awesome editorial calendar that helps you to organize anything that you need to do from planning, publishing, executing, and sharing with the world. Nathan: That makes total sense. Alright, tell me a little bit about what you do as the product marketing lead at CoSchedule. Kathryn: I am the person that helps to convey the value of CoSchedule as a product. Whether that’s teaching them through feature launches and showing the benefits of a new tool that CoSchedule is creating or educating them on how to use it better. That could be through demos, webinars, email campaigns that just teach users how to use a new feature or even case studies and customer testimonials. Nathan: That seems like a lot. Before we get too far along, I want to know how do you define product marketing? Kathryn: Product marketing is about conveying the message or the benefits of a feature to its users. A lot of times, I think of it as content marketing is the piece that builds the trust and attracts people to a tool and product marketing is the one that really starts to develop the relationship and shows you the reason why you should adopt this new tool or feature that you’ve been slowly becoming friends with. We’re the next step in the relationship.


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