Category: Marketing Automation

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Launching a new feature is an exciting time at Buffer. It’s the culmination of days, weeks and sometimes even months of the work that goes into building something new. There’s lots of excitement and a lot to celebrate. It’s also a significant time for our Support team. A product launch can generate a lot of conversations with our customers. We want to be ready to handle that ticket volume, quickly answer any questions about any nuance of the new feature, and effectively channel feedback to the product teams that built it.Launching a new feature can be a step into the unknown — our customers are creative and will use our product in ways we didn’t anticipate and ask questions for which we didn’t prepare answers. In some edge-case scenarios, they may uncover bugs we didn’t know about or have great suggestions for future iterations of the feature that we could add to our product roadmap.We have refined a process for working on launches, ensuring that the relevant people from the product, support, and marketing teams come together to work on the launch plan. In this post, we’ll share a little about what we do in preparation for launches to create the best possible outcome for our customers and our team.Reviewing new feature functionalityOur Product team frequently shares updates to our product roadmap — the outline and timeline of the features we’re planning to build. Transparency is one of our strongest values, and we share this timeline publicly with customers here.At an early stage, a Product Manager will create a design brief describing the new feature’s functionality so that the engineers and designers can start planning their approach to bringing it to life. The Customer Advocacy team will also take a look — as the team that works incredibly closely with customers, we hear from our most vocal users about what features they’d love to see us add or what parts of their current workflow they’re looking to improve. We can offer valuable insights and suggestions to help shape the feature. Working alongside marketingOnce the product manager has put a delivery date in place for a new feature, the Marketing team start putting the wheels in motion for the launch event. We typically want to make a big deal of a launch to ensure that as many existing and potential customers learn about it. The Product Marketing Manager will work with the Product team to choose the launch date, and the Customer Advocacy team will ensure we’ve got good inbox coverage for the proposed date.The Product Marketing Manager will start drafting the comms for the launch, including the emails, blog posts and social content. Our Customer Advocacy team also gets to review this, as it helps us to anticipate the customer response. Beyond the new feature’s functionality, the marketing communications shares the story of why we’ve built it and how it benefits customers.Testing out the featureThe design team will often share a design prototype internally, an interactive preview of how the new feature would look and function. The Customer Advocacy team are usually eager to try it out. This helps us understand how it works and allows us to make suggestions for any tweaks or changes.A week or two before the launch, the product is usually ready for some testing. Initially, this is internal before we start inviting customers to take a look.Testing helps us ensure that the product is high quality and easy to use before it gets into our customers’ hands. It helps uncover any last-minute bugs or issues we can fix before launch. Some members of the Customer Advocacy team will usually be involved in testing. We are our customers’ first point of contact when they need help, answering questions and helping troubleshoot problems. So, we must have a good understanding of the product before it launches. That way, we’ll be ready to help our customers get the most out of it. Creating external resourcesWithin our Customer Advocacy team, we have a customer education team. They’ll be involved from an early stage to start creating Buffer’s Help Center articles, preparing customer-facing guides and resources that describe how the feature works to answer common questions. We often share these resources in the emails and blog posts we create when we launch a feature. It will cover more technical detail and the nitty-gritty including any important technical limitations or complex processes. The blog posts and emails often focus more on the high level features and benefits of the new feature.Updating the internal release guide and training out teamWe create an Internal Release Guide for the Customer Advocacy team for each new feature that describes how it works and highlights the good-to-knows, such as plans for future iterations. Depending on how customers use it, some additional functionality might be planned for the future, and we might anticipate questions about this. For example, when we first launched TikTok publishing, we didn’t have access to the TikTok API for direct publishing, and we used a workaround to help share scheduled posts to the TikTok app. We knew customers would ask about the possibility of direct publishing, so we anticipated this question in the Internal Release Guide and shared the context around the limitations and the plans for the future.The Internal Release Guide is a working document, and it includes a space for capturing customer feedback from our email and messaging inboxes and an area for the Customer Advocacy team to ask questions. The Product Manager and Marketing Manager will review the feedback and answer any questions that come up there. A lot of the time, the customer feedback and questions that come up help us develop our help center articles. We may not have anticipated all the frequently asked questions ahead of them actually being frequently asked!If you’d like to take a peek at the template we use for the Internal Release Guide, you can download a copy in .pdf format here. Feel free to use it and adapt it to your needs – I’d love to hear from you if you do! I’m on Mastodon here: @davechapman@mas.toIn addition to the Internal Release Guide, we have internal training sessions for significant or complicated product changes.Anticipating inbox volumeWhen we launch a feature, we expect an increase in the volume of questions and tickets on the support channel in response to the marketing communications on email and social. A day or two before the launch, we aim to double down on the inbox to reduce the volume in advance. For a significant feature launch, we’d aim to maximize team coverage. Tuesdays work well for us, with the highest number if team mates available, and we’d avoid any syncs or meetings that would take us away from the inbox on these days.[Callout: We work a four day work week at Buffer. See how our Customer Advocacy team works just four days a week while keeping up customer support.]We’ll also prepare macros and snippets containing pre-written sentences and phrases to help us quickly respond to anticipated questions. These work well as a way to consistently share the steps needed to navigate particular settings, for example. These all get added to the Internal Release Guide to share within the team.Launch dayCreating a dedicated channel for the launch is a great way to keep everyone informed. It helps keep track of what is happening with the launch and makes it easy for the team to access information about it. We have a dedicated Slack channel for launches, and we’ll share essential milestones and timings, such as:the initial rollout to 5 percent of users (important last check for any unexpected issues!),roll out to 100 percent of users,the blog post is live,launch emails are sentetc…This screenshot shares just a little sneak peek into our #launches Slack channel:It’s also handy to have one place to direct team members who are looking for information. The Customer Advocacy team will be working in their regular channels and using the Internal Release guide as a resource for asking questions and sharing non-urgent feedback.SummaryWhen a new product or feature is launched, there’s often a lot of excitement, and hopefully many happy customers! The Customer Advocacy team will be working with users who have various questions, and some may have concerns or run into issues, if there are some unexpected bugs or trouble. We do our best to ensure the team is prepared to handle all of these situations, and carefully planning product launches makes a big difference to how things go on the day of the launch and the days soon after. Having a plan, and working closely with the product, engineering, design and marketing team along the whole journey of bringing a product to market, gives our Customer Advocacy team the best chance contributing to a successful launch day. There is always more we can do to prepare for a launch, and we take time to reflect after each one. It’s always a learning experience. Here’s a run down of our current approach:Review the exploration/discovery brief once the product team have mapped out their plans for the new feature. At this stage the Customer Advocacy team can offer valuable insights, as well as potentially put the product manager directly in touch with customers who might have some great perspectives to shareReview the design prototypes. These often give us our first idea of the look and feel of the new feature and it’s our chance to offer feedback and perspectives to the design team.Create an Internal Release Guide, to describe the features, including the ‘good to knows’, and create a space to answer questions and collect feedback.When the engineering team is finished, the Customer Advocacy team run thorough testing to make sure everything works as expectedPrepare the Customer Advocacy team to focus on the inbox, ‘all hands on deck’ style, both ahead of the launch to clear any inbox backlog, and during the launch to maximize response timesCreate an inbox filter so that that members of the product and marketing teams can keep an eye on the responses to the launch emailsGather the team in a special launch Slack channel on launch day, to share the excitement and follow along with the rollout and announcementsReview the feedback and questions that have come up in the Internal Release Guide. This typically helps us evolve the customer facing Help Center resources as well as keeping everyone up to date and informed.As Buffer has grown, our product and engineering teams have also increased in size. And as our product becomes more powerful, we must work together to roll out a new product or feature successfully. Launching a new product is a lot of work, but it’s worth it when you see customers using it and getting value from it. And as a Customer Advocacy team, it’s even more gratifying to help them every step of the way.What does a product launch look like for you? I’d love to hear your stories! You can reach me on Mastodon here: @davechapman@mas.toThis post was originally published on Buffer’s customer support blog.

Martin Luther King Jr. is widely regarded as one of our generation’s most prolific figures, as well as a pivotal figure in the American civil rights movement. King’s famous “I Have a Dream” speech is well-known, but his dream remains unfulfilled. Racial segregation persists in many forms around the world, lowering the quality of life for people of colour significantly. This article will explain Martin Luther King Jr.’s legacy, the work of Coretta Scott King and her granddaughter, Yolanda King, as well as provide answers to some of the most frequently asked questions about him and his family. Martin Luther King Jr. was a pivotal figure in the Civil Rights Movement in the mid-1950s (National Geographic, 2020). King Jr. was a key figure in the Montgomery Bus Boycott and a baptist minister before being chosen as the leader of the Civil Rights Movement in Montgomery, and then the wider South. King Jr. was a key figure in the Montgomery Bus Boycott, the Southern Christian Leadership Conference, and the March on Washington for Jobs and Freedom, where he delivered his famous speech (History.com, 2009; The MLK Jr. Research and Education Institute). King was a member of a Birmingham African-American community committee that investigated an early case of racial segregation (National Geographic, 2020). The following paragraphs delve deeper into his subsequent work. Montgomery Bus Strike Montgomery was the epicentre of the civil rights movement in the United States. Following Rosa Parks’ famous refusal to give up her bus seat to a white passenger, advocates and activists organised a 382-day “bus boycott” (History.com 2009). Said activists formed the Montgomery Improvement Association to protest racial segregation, with King as its leader (Lewis, 2022). Together with the Women’s Political Council, which is made up of at least 200 Black women, the move “ignited a certain kind of Southern civil rights movement” (Brice, 2020). submitted by /u/seemaroy89 [link] [comments]

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Just found this 5$ (super affordable) Marketo ebook w/ 5 stars!!! – read the amazon description 🙂 It’s def worth the 5 bucks! submitted by /u/jlamp50 [link] [comments]

I want a group of people (20-30) to type the same question into ChatGPT and compare the results that come out. In blogging, duplicate content can get penalized by Google (which we all know). Marketers are using ChatGPT to churn out blog post after blog post, and I don’t think it’s a winning strategy in the long-term. One area of concern is how ChatGPT would be able to create unique content for the same question when the question is asked in larger volume (like it would be by all the content writers in specific fields). Please type “What is SEO and what are its benefits? ” into ChatGPT and post a screenshot of what comes out. I added mine! ​ https://preview.redd.it/cdy0t4ran0da1.png?width=1720&format=png&auto=webp&s=1aa868f57841ca7ff6fa8c106753b7664f1937aa submitted by /u/here_2_learn_stuff [link] [comments]

I work with helping marketing businesses get b2b appointments with prospects that are interested in their service. I am going to try a new offer and will do paid ads for it but before I do I thought maybe I can ask what owners think of the offer. Better feedback than that is probably hard to get so I hope this is okay. This is the offer: Want more guaranteed qualified appointments with warm potential clients for your marketing agency, without the headache of investing your time, burning your cash, and having no results to show for it? Pay Per qualified booked appointment only! What do you think? Would you get intrigued when you see an offer like this or what can I improve on? submitted by /u/Tim10293834756 [link] [comments]

Ross Simmonds, CEO of Foundation Inc, advises marketers to create content once and distribute it forever. The reason is simple: the more eyeballs your content gets, the more leads it generates. While there are many ways to get your content in front of your audience, email marketing is often underutilized.  This guide will show you…
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