Usually, a product marketer gets in touch with sales and support teams to inform them of upcoming features. And customer-facing teams contact a product marketer when they need a particular resource. While this works in smaller companies, you need to make extra efforts as a product marketer if:
Your organization sells multiple B2B products.
The sales and support teams are spread across the globe.
The feature you’re handling is complex and needs training.
Announcing a flagship feature and leaving it to the customer-facing teams to pick it up is not enough. A few months after the launch, it’s best to arrange an Ask Me Anything (AMA) session for customer-facing teams.
So, why the need for such a session?
The support team talks with customers all the time, and they know the pulse of customers. With an AMA, you can understand what customers are thinking about your feature and if they are facing any difficulties.
With more exciting features being released across multiple products, it’s normal for the sales team to give less importance to your feature. Through an AMA, you can re-promote your feature, its enhancements, and USP.
Since you’re the point of contact for your feature, a lot of technical back-end questions come your way which you route to the product team. You can bridge this gap between the product and customer-facing teams with AMA. You can record the answers, and the next time someone asks a similar question, you can send them the recording link. This way, a lot of time is saved for everyone!
Based on the questions you get in AMA, you can understand if your feature has got awareness or if it needs more work. If customer-facing teams are unable to understand your feature, the customers also most probably wouldn’t. Which means you need to get additional solution articles and guides done.
Now that the why part is covered, how to conduct an AMA session?
That’s what I will be covering in my next article.
Stay safe :)
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Author’s change of mind: In my previous article, I wrote that I would write about the AMA I conducted in this article. Later, I decided that I should state its importance first before jumping to the how part. Learn how to conduct an AMA by clicking here.
Not-so-fun fact: It took me 18 tries to come up with this article's title.