Intercom's Product Announcement Doc
Guideline for any launch you might be planning as a product marketer. You can use it to define the messaging, determine the level of investment based on the importance of the milestone, and outline all the activities needed to get it out the door.

This doc is meant to be used as a guideline for any launch you might be planning as a product marketer. You can use it to define the messaging, determine the level of investment based on the importance of the milestone, and outline all the activities needed to get it out the door.

Here are some tips for getting started planning your announcement - it's not exhaustive but should help you get started:


Step 1️⃣ Define

Consider if the announcement can be bundled with other features or if it could fit into an existing/planned campaign. Also consider if it can be pitched to different use cases.
Work with product and other stakeholders to define an announcement date
Use the
to work out the announcement tier and primary goal
Define a budget for the announcement, if relevant.

Step 2️⃣ Start planning the activities and milestones

Start defining a list of
, using the
Work with marketing leads to further define that plan and the
Present your plan to the PMM team for feedback
Work to create a creative brief for brand design, where relevant
Define
for your announcement


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Jasmine Jaume
Group Product Marketing Manager
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