In this article, we’re sharing real world product marketing examples from companies like Intercom, Figma, Coda, Sourcegraph, Ninetex, Betterment and more.
Each is a real, accessible artifact. We’ve focused on actionable examples that you can clone, adapt and use yourself.
We’ve organized the article and our product marketing examples list around
- Launch plans, templates and processes: real public artifacts you can clone and adapt to your context
- Handbooks, frameworks and workshops: publicly hosted resources which share best practices
Let’s get into it now.
Product Marketing Examples Contents
Product Marketing Examples: Launch plans, templates, processes
This section covers product marketing examples from Intercom, Ninetex, Betterment and more. Artifacts include templates, Miro boards and process maps.
Context:
“Error tracking is launching, probably at the start of Q2. We need a launch plan for this product, and OMG. Here it is. Headline: Error tracking helps you from exceptions to exceptional.” – Posthog’s error tracking product marketing plan
Posthog is an AI enabled product analytics platform that allows devs and marketers to collect user events, store user data and split traffic.
They host information about their product marketing plan process and specific launch protocols in their online handbook.
As they work in Github, there’s additionally 2 publicly available launch plans: launching Posthog 3000, and error tracking, both of which have clear sets of task lists, deliverables and resource allocations.
What makes this product marketing example great:
It’s rare that you truly get to see the true inside workings of a company. This is a full handbook, plus 2 worked launch plans in Github. It’s full of good advice. Let’s get into the meat of it now.
Our Product Launch Plan Template suggests triaging launch investment and types according to the Intercom product launch prioritization matrix, which categorizes launches and determines the level of support each gets.
Posthog have a similar process for categorizing and defining different product launch types into 4 types:
- Tier 1 | New product announcements: Formal launch plan required, created by product marketers. Here they include a Launch template, examples of things they’ve done to support Tier 1 launches in the past, and an example checklist of actions
- Tier 2 | Major changes that affect most users: These are changes which affect a lot of people, or some people a lot, requiring specific actions from them. They include further examples here about what they’ve done in the past
- Tier 3 | Medium changes: Visual or functional changes for some users that don’t require action and pose little risk. Here they also walk through what they typically do to support such changes: such as inclusion in the weekly email, in-app notifications and Linkedin posts.
- Tier 4 | Minor announcements: small UI changes, bugs or back end adjustments which require no action from users. Usually flagged in the change log update and sometimes supported with a small social post
If you’re not tiering your launches, consider it.
They also define the difference between releases and launches to avoid category confusion and make roles and responsibilities for each clear:
- Release: terminology reserved for when a product or feature becomes available to existing users for the first time. The product team owns and drives this, using their own checklist.
- Launch: a product is widely promoted, to a significant number of people, who could be new or existing users. Marketing own this, with the product marketing team working from the Launch template shared above.
The handbook protocols are followed in the two real Posthog product marketing examples we found:
- Error tracking launch plan is a Tier 1 launch, and is owned by the product marketer. It lists a number of initiatives but requests broader input from marketing. It includes actions like change-log entries, emails, product pages, in app notifications, ads and social posts and is clearly a major collaborative effort.
- Posthog 3000 launch plan is a Tier 2 launch. It’s a beta test to 50% of users with minor launch support, primarily in app notifications, video walk throughs, blog and social posts.
There’s a wealth of other advice, including from a first principle perspective the questions teams should be able to answer about their launches:
- Who is this for, and what do they expect from us: promotes clarity about the audience and needs
- Which surface is it for: a clear articulation of the interface that users will interact with and why it’s the best choice
- What can their role actually do with it: further breaks down the audience decision into ICP types and creates user stories
- How does it fit the self-driving story: requires articulation about how this release or launch will improve the user’s total product experience
- What’s the “now what?”: forces clarity about desired user actions and goal metrics
They also include multiple checklists for teams releasing or launching products, and even include some advice about who should make final decisions, and how roles and functions should work together.
Posthog’s Error Tracking Launch Plan: one of our product marketing examples
In all in all, this is a great example of clear categories, accountability, and playbooks that other teams can follow.
Gitlab’s New Product Introduction Process: one of our product marketing examples
Context:
“To ensure that we launch new product offerings, service offerings, or SKUs effectively; we require a set of steps that happen in phases.” – Gitlab’s New Product Introduction Process
The reach and maturity of Gitlab means they have taken steps to codify approvals and expectations around new products. Releases on existing products are exempted from the process.
The New Product Introduction process has 3 steps:
- New product proposal and sign off: scope and requirements are agreed, and its prioritized against other work
- Product execution and launch: a team of experts consult and iterate together to launch effectively. A program manager is appointed to assist.
- Feedback: the team retro and document feedback in order to improve the process
The process only starts when a product is already in development. This therefore is a way of assigning effort and investment into new launches, and sequencing GTM capacity. Each approved project must have a program manager and a business sponsor.
What makes this product marketing example great:
While not technically one of our product marketing examples, rather a product marketing process, it’s a good reminder that many new products are complex projects requiring senior input and clear project management.
Creating a clear acceptance, escalation route and process for these at the company level is sensible when multiple teams need to take turns, and GTM capacity and real estate is limited.
The upside of such a process also means there’s clear top down communication that a launch is a priority, and it’s properly resourced to assist with execution.
The criteria for entering the process are that:
- Net new: either a new product, or of sufficient complexity when it comes to adapting an existing product that it makes sense to pull into the process
- Marketing opportunity: if a product is associated with a significant external announcement and there is a desire to execute well
- A Big Idea: sufficiently strategically or financially exciting ‘to warrant investment of dozens of teams’ effort’
To be able to pitch the committee a new product or service has to answer the below questions:
- What is proposed for launch: description of the product features & functionality
- Why it’s being proposed for launch: such as user value, affinity with the value proposition, strategic necessity, or significant business upside
- Who the ICP and target market are: audience articulation, and TAM SAM SOM definition
- When launch needs to happen: an explanation of internal and external requirements to determine the launch date (such as end of quarter)
- That launch is possible: confirmation that dev work is on track, and there’s sufficient time for GTM teams to design plans, develop assets and execute on time
Once a project is greenlit, there are further requirements for those going through the process:
- Proper project processes: appropriate recurring meetings, slack channels and centralized documentation
- Team of experts approach: individual teams are accountable for making and designing their own plans, and these should be surfaced and managed to time by the business sponsor and program manager
The retro is another nice touch: a built in learning loop to ensure teams learn from the experience and the process can be iterated for the future.
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Betterment’s Product Launch Template (Superhuman docs): one of our product marketing examples
Context:
This is a real product launch template made by Liz Derby when she was leading product marketing, and hosted on Superhuman Docs (which used to be Coda).
Betterment is a consumer facing Fintech firm, helping people invest, manage their investments and save for retirement.
What makes this product marketing example great:
It’s an operationally focused product launch template that helps a PMM create a centralized resource that covers every aspect of the launch.
Because it’s hosted on Superhuman, you can repurpose to your own needs
Betterment’s product launch template components are:
- Launch matrix: a grid on which launches categorized according to their customer and company importance
- Project overview: contains an overview of the project and the open decisions, lists the working group, and articulates scope, expecting business impact, and marketing claims
- Project management section: contains 4 key documents, the decision log (all historic and open decisions and owners), the risk log (categorized according to impact), the project scorecard (listing success metrics), and a notes section for anything not captured in the core documentation
- Launch marketing section: a separate area for a high level overview of everything happening across owned, earned, paid, a specific channel owner’s section, a messaging section, a specific launch day overview, and a PMM only area for them to track the project timeline in one clean view
- Checkpoint communications: finally there’s an area for the day of launch and checkins thereafter. This includes a kick off area, a why did we ship this section, and day 7, day 30 and day 90 reviews where success metrics are tracked
All in all this is a practical resource for anyone project managing a major launch.
Intercom’s Product Announcement Doc: one of our product marketing examples
Context:
This product marketing example comes from Intercom, authored by a GPMM at the company. It’s a heavier weight launch planning pack than the one shared from Betterment. It would be best suited to a major pricing or product launch. As it’s a Superhuman template, you can clone and use in your context.
What makes this product marketing example great:
It contains comprehensive product launch overview documents, checklists, roadmaps for launch activities, plus copy and messaging sections, and a data section to track post launch metrics.
It’s especially useful for organising key information and tracking activities across multiple teams and stakeholders. For mature, larger companies, this is a great option.
It contains:
- Multiple useful worksheets: A project overview sheet, sharing level (‘Tier’) of launch, plus associated goals, plus a launch tactics worksheet, spanning multiple different functions (sales, demand gen, etc) and with a templated tactic list
- A planning section: covering a product launch overview sheet, success metrics, who’s involved and a risk and considerations log
- An execution section: covering key milestones, a detailed, function by function list of activities with owners, and a plan of attack for the launch day itself, ordered by what when
- A copy and assets section: primarily an organised drive with sections for copy docs, visual assets, any useful links, and claims and testimonials
- Data section: with key metrics and tracked achievements
Context:
Sharebird describes itself as a Q&A site where top executives answer your questions, either on the platform or via live AMAs. It covers all knowledge work functions in tech, such as product, product marketing and so on.
They have a whole host of product marketing content, from 30/60/90 plans, skills and specialism led content (i.e. consumer) to full playbooks.
What makes this product marketing example great:
It’s a doc / word template developed directly from their AMA and knowledge hub. It approaches the launch from the perspective of the questions which senior managers would ask on review, making it a strong template for stakeholder comms.
It’s 5 pages long, with 5 big questions supported by multiple sub questions.
It’s intended as a flexible format to cover each phase of the launch: so early stages to activation comms.. It even includes a worked example.
The questions it covers are
- Intro section: Hygiene facts. Who owns the brief, what phase it is written for, who signs it off, and when it was last updated
- What is this launch, and how big? What the launch tier is, what the launch does for the customer, and how many phases there are of this launch.
- What is it supposed to do? The goal, how it will be measured and what the risks are.
- What does it rest on? The foundations the launch assumes or rests on such as customer type and messaging, what a real customer actually said about it, and the known gaps, evident to buyers, and how they will be handled.
- Who agrees, and what ships? Who needs to align, and on what, including a useful section on what exactly they are agreeing to, which channels, and why those channels, plus who needs to be ready, and by when, which includes a useful team breakdown.
- How do you find the weak spot in this brief before your reviewers do? A place to write down your uncertainties and open questions before sharing.
All in all, it’s a rigorous template designed to stress test any product launch, and ensure it’s robust. It’s strategy rather than execution focused. If you want a document to talk through with your C-suite, this is the template to pick.
Coda’s Launch Brief Template: one of our product marketing examples
Context:
This Product Brief Template is part of the Coda template suite; also hosted on Superhuman Docs. It’s a great example of a streamlined 1 pager which forces conciseness, but packs in all the key information up front.
What makes this product marketing example great:
Product marketing managers need overview and alignment docs, just like product managers need PRDs. It’s an elegant and compact briefing doc that contains all the critical information required on what’s happening and why.
This one pager shares
- The TLDR: or the BLUF (Bottom Line Up Front) so that whoever is skimming quickly, or who just opened the doc understands what’s going on
- Intended audience and elevator pitch: forcing an articulation of who the customer is and why it matters
- The outreach plan and channel strategies: why it’s being launched and what the distribution is per channel
- Deep dive sections: more info what it is, how it works and faqs logged
- Risks & mitigations: a log with the decision against each
- Draft comms: both internal and external, with sections for draft email and social posts
If you want one document to rule them all, this is the one.
Mauricio Franzoni | Ninetex’s Product Launch Board: one of our product marketing examples
Context:
Hosted on Miro, this Product Launch Board is a useful, Gantt chart led template that you can use to help keep your teams on track. Mauricio made this when he was a product manager at Ninetex. He’d previously worked at companies like Hewlett-Packard and Oracle, and later went on to Atlassian, Mercado and more.
What makes this product marketing example great:
It’s the first product marketing example we’ve shared that’s made by a product manager. It uses a dated Gantt chart format, a milestone dependent approach, and pulls in workstreams from all the functions who would be involved in a launch (CS to marketing to devs).
It’s a strong visual design to understand tasks, dependencies, plus pacing to key milestones, and a useful stakeholder tool.
Mauricio explicitly designed this template for other teams to adopt and customise, so it additionally comes with a how to use section and iconography you can use for visual emphasis.
Context:
This is a publicly shared visual product launch template from Rodolfo Pernambuco, a GPM at BEES.
What makes this product marketing example great:
It differs from the other examples shared, in that it’s a process map across multiple functions (product management, product marketing, content and growth, sales and enablement).
It’s divided into 5 phases: discovery, messaging, GTM execution, launch and optimization. The critical other feature is the use of decision diamonds, or gates, to ensure that teams work efficiently.
The goal is to
- Tightly manage cross functional working: Ensure there are no silos, show dependencies clearly, and make it clear how items like engineering determined feature freezes represent a go for other activities, such as sales enablement work
- Visualize dependencies: Ensure teams understand what has to happen when, and properly understand dependencies on them
- Enforce Go / don’t go milestones: By utilising decision gates, it avoids teams starting work, or wasting resources, before key milestones are reached.
- Create clarity: make it clear who is doing what and what they own, ensuring people know who is doing what and when
Used in conjunction with some of the other launch templates we’ve shared, this could be a very useful launch roadmap for teams.
Product Marketing Examples: Handbooks, Frameworks, Workshops
This section covers product marketing examples from Gitlab, Sourcegraph, Figma and more. Artifacts shared include handbooks, frameworks and Figjams.
The Gitlab Product Marketing Handbook: one of our product marketing examples
Context:
Gitlab keep their handbook publicly available online. We’ve cited it before in our product backlog examples, product strategy examples, product vision examples and jobs to be done examples pieces. Overall Gitlab are great at clear documentation.
What makes this product marketing example great:
The Gitlab product marketing function introduce themselves, and share their roles and responsibilities. They point to their cross functional and product adjacent duties, and share their specific spheres of ownership:
- Gitlab’s messaging pyramid: They build and maintain brand, use case, value and product led messaging components and store centrally
- Deploy messaging: Assist to translate messaging into assets and copy for launches, product releases and marketing events
- Sales enablement: Work with the sales and partnership teams to help co-create assets and run training sessions to enable those teams to drive growth
They provide detail on how often they review and update the messaging pyramid (quarterly), how they support on GTM and sales enablement and even their core success metrics.
These are:
- Messaging effectiveness: Ratings received by internal squads, resellers and customers
- Campaign performance: Hard growth metrics associated with deployed campaigns
- Sales enablement impact: trainings attended, viewed, percentage viewed and completed
All in all this is a great example of a team set up to succeed with clear responsibilities, clear ownership and strong success metrics.
Sourcegraph’s Product Marketing Handbook: one of our product marketing examples
Context:
Hosted on Git, this is another publicly available product marketing handbook.
Sourcegraph develops and sells code search and intelligence tools to companies like Stripe: by cataloguing and indexing code repositories in real time, they ensure greater oversight and more efficient code development by coding agents and humans.
What makes this product marketing example great:
It’s lean, but remains focused on core principles and critical resources.
They articulate the team’s vision and principles. “We have a collaborative, efficient, and repeatable motion for bringing new features and products to market. We are a strategic partner for Engineering, Product, Sales, CE, and Marketing. We do our best work when we’re brought in early.”
They then describe the team’s operations and collaborative nature, setting out guidelines and principles for how to work with adjacent teams.
As they are a small team, it’s an impressive piece of self-management, and shows that there’s really no need to skip documentation or principles, no matter your size.
The Hustle Badger Team Goal Template (Notion)
Finally they share key templates, such as their product marketing brief, launch tiers, launch activity lists and naming templates: their best practices for naming new features and products.
All barring the brief template are public:
- Naming Guide: an often overlooked component of product marketing activities, this careful guide provides clear guardrails, as well as scope to come up with a great name
- Launch Tiers: explains tiering launches by size, what will be included in which tier, tips and tricks for identifying tier, and what support each will receive
- GTM Launch Activities: a clear articulation tactic by tactic of what it is, when it makes sense to do, who has to be collaborated with and how it’s done. This covers everything from analyst relations to social posts.
They’re all well written, and easily digestible guides.
A good candidate for cloning into your organization, and hosting either via Git, Confluence or similar.
Context:
Deanne Watt made this artifact when she was working in Product Strategy at MiNDPOPGroup.com. She’s now CPO at ZillyPlanet, a consultant at Miro, and an advisor at Boardy.
She’s shared a product marketing strategy plan template as a Miro board that can be cloned and used as a workshop tool. The goal is to determine the best next growth strategy for a product.
Suggested participants include the founder, product manager and marketing managers, plus representatives from sales and marketing.
What makes this product marketing example great:
Deanne describes the purpose of the plan as a way to create clarity and focus about the right growth direction.
It does that by allowing product and marketing teams to step back, align on a mutually agreed way forwards, identify missed opportunities and solve for quick wins, such as weak product positioning.
It’s a great way to align stakeholders on growth strategies and get everyone pulling in the same direction, especially in earlier stage businesses.
The ~60 min (+) workshop is structured around 4 brainstorming sessions for strategies centred on:
- Market penetration: 10 mins for the group to consider ways to expand their share of the pie or increase customer usage of their product
- Product Development: 10 mins to come up with new product ideas and capabilities for existing customers
- Market Development: 10 mins to brainstorm new markets for the existing product, such as adjacent customer pools or geographies
- Diversification: 10 mins on new products for new markets, including new products, business models, M&A opportunities and similar
Finally there’s time to review all 4 sections, and allow the team to cast votes, based on customer value, revenue potential, risk and trade offs and more.
At the end of the workshop you should have selected a primary growth strategy, backed by a second. The group should have high conviction, and you should be able to articulate your goals in terms of target customer group, value proposition and action plan.
It even comes with some advice about how to avoid mistakes: like giving every growth opportunity the same weighting, or failing to do research.
Finally, Deanne also has a Product Market Fit workshop template: which is a useful additional resource for teams where there’s misalignment about the existing product’s revenue capabilities.
Product Market Fit: How to Find It
Context:
This FigJam is the actual workshop template used by Figma’s PMMs to brainstorm sales enablement and training initiatives, when they’re working on larger product launches.
The board is shared by Andrew Forbes, ex-Director of Product Marketing, now Director Growth Marketing at Figma.
What makes this product marketing example great:
It’s a useful artifact for a core part of the product marketing process. It guides participants through 5 steps, to ensure nothing gets lost:
- Context: Articulate background information about the launch for the sales team
- So what: Define why sales should care about driving adoption or sales of this feature
- What: Size the enablement effort, and draft out which assets and trainings will be required
- When: Place the deliverables on a timeline, with detail as required
- Feedback: Share the finished artifact with stakeholders for iteration
Beneath each of the stages there’s detailed granular questions and space to work through them on the board, in order to be able to present a coherent plan.
Wrap up on Product Marketing Examples
In this collection of product marketing examples we’ve tried to provide real practical artifacts that you can clone and apply to your organization, from handbooks, messaging guides, to launch templates, product growth strategy workshops and sales enablement brainstorms.
All the templates, boards and documentation have value and can be easily cloned and adapted to your context. The rest is up to you.
Get in touch at contact@hustlebadger.com if you have other product marketing examples to share.
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FAQs | Product Marketing Examples
What are the best product marketing examples?
The best product marketing examples come from real operators at real companies. Here are some:
Posthog’s Launch plans on GitHub: two full worked examples, error tracking (Tier 1) and Posthog 3000 (Tier 2), showing how a real PMM team plans a launch.
Gitlab’s Product Marketing Handbook: An overview of how the PMM team is structured and should work
Intercom’s Announcement doc: a heavier launch pack for larger pricing or product moves, with checklists, roadmaps, copy sections, and post-launch metrics.
Figma’s Sales Enablement Workshop: a Figjam to guide product marketeers stage by stage through what’s needed to help sales drive new product results
We’ve broken down what makes each work, plus another 10+ product marketing examples in this article.
We’ve also published our own Product Launch Plan Template and Guide.
Where can I find real product marketing templates I can clone?
The best cloneable product marketing templates are hosted on Superhuman Docs (formerly Coda), Miro, and Google Docs.
All are real artifacts and genuine product marketing examples shared by working PMMs and product leaders.
We’ve also published our own Product Launch Plan Templates in Notion, Word, and Google Doc formats if you want a Hustle Badger version.
What does a product marketing handbook look like?
A product marketing handbook documents how your team works: what you own, how you do it, and the templates you use. Ideally it’s hosted centrally and a resource that’s available to all teams and team members.
Gitlab’s PMM handbook: Covers roles and responsibilities, the messaging pyramid, how the team supports GTM and sales enablement, review cadences, and success metrics. A good model for a scaled team.
Sourcegraph’s PMM handbook: lean and principle led, published on GitHub. Includes team vision, ways of working with adjacent teams, plus practical templates for naming, launch tiers, and GTM activities.
Even if you keep yours internal, both of these are worth reading before you write your own. Other product marketing examples shared in this article include launch plans, and workshop templates in Miro and Figma.
