Product Launch

Ask by Slite

Overview

Ask is an AI assistant for team knowledge built by Slite. In early 2023, the team launched the first version of Ask in closed beta.

The aims of the launch were to drive signups to the beta, build brand awareness and position↗ Slite as an innovator in the collaborative workspace category; being first-to-market with an AI solution–built uniquely for the team knowledge management context.

Approach

With the early working alpha ready, we set a deadline of two weeks to prepare, build and launch the initial beta of Ask while the feature was finalized. The short deadline reflected the urgency, given how fast new AI-enabled tools were emerging at the time.

We focused heavily on Product Hunt as the main communication channel, with a launch-day goal of being Product of the Day.

The role of Product Marketing

Product Marketing played a central role in the positioning and launch of Ask, shaping how to present this novel solution publicly for the first time. In the run-up to launch, Product Marketing was responsible for:

Finalizing the feature name
Competitive analysis
Specifying key use cases
Articulating the main value proposition
Key messaging and landing page copy
Video narrative & production
Existing customer comms strategy
Internal fact sheet and FAQ
UI copywriting
Launch of Ask on Product Hunt

The role of Product Marketing

Product Marketing played a central role in the positioning↗ and launch of Ask, shaping how to present this novel solution publicly for the first time. In the run-up to launch, Product Marketing↗ was responsible for:

Finalizing the feature name
Identifying and documenting key use cases
Competitive analysis
Articulating the main value proposition
Developing key messaging and landing page copy

Finalizing the feature name
Competitive analysis
Specifying key use cases
Articulating the main value proposition
Key messaging and landing page copy

Video narrative & production
Existing customer comms strategy
Internal fact sheet and FAQ
UI copywriting
Launch of Ask on Product Hunt