I launched four of Kajabi's core products
4 products · launched, still core to Kajabi today
Kajabi sold courses. I was the product marketer who took its next four products to market: Coaching, Podcasts, Newsletters, and a website builder. Years later, most of them are still core to the product.
The problem
To keep growing, Kajabi had to become the whole business-in-a-box for creators. That meant shipping and selling products it had never sold before.
New products do not sell themselves. Someone has to decide what each one is, who it is for, and why anyone should switch to it.
What I did
Owned go-to-market as the product marketer on Coaching, Podcasts, Newsletters, and the website builder. Positioning, messaging, and the launch itself.
We ran the launches as a series of Apple-style events, leadership on camera in the office walking through each product. I helped produce them and wrote scripts. Around each one we shipped the feature page, a demo video, an in-house podcast, blog posts, and the social.
What lasted
No clean attribution here, and I will not invent one. Product marketing rarely gets a single number it can honestly own.
The durable proof is on Kajabi's site. Five years on, Coaching, Podcasts, and Newsletters are still core products, positioned much the way we launched them.