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
- Video narrative & production
- Identifying and documenting key use cases
- Existing customer comms strategy
- Competitive analysis
- Internal fact sheet and FAQ
- Articulating the main value proposition
- UI copywriting
- Developing key messaging and landing page copy
