I launched four of Kajabi's core products
4 products · launched, still core to Kajabi today
Kajabi sold a course builder product. 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 products others were building in the market, so we could compete.
What I did
Owned GTM as the product marketer on Coaching, Podcasts, Newsletters, and the website builder. Positioning, messaging, and the launch itself.
We ran the launches as an Apple-style event (you can watch in the hero), leadership on camera in the office walking through each product. I helped produce the event and wrote scripts, worked with our creative marketing team to make it happen. Around each one we shipped the feature page, a demo video, an in-house podcast, blog posts, and the social media content.
What lasted
No clean attribution here, and I will not invent one. Product marketing rarely gets a single number it can honestly own. The proof is that over five years later, these products are still core to the platform, positioned in a similar way to how we launched them.