All too often product marketing teams want to be the "voice of the customer" but get shoved into being the "voice of the product manager". If you are a product leader (at any size company) and you think the most important thing product marketing should be doing is advertising your new feature list, I have to say "you're doing it wrong."
There is a time and place for talking about new feature releases: mostly 1/ updates to existing customers who have asked for specific enhancements or 2/ qualified prospects who are delaying a purchase decision until you can deliver a specific requirement. These communications are best done in-product (like a banner or star or "new" designation), in nurture newsletters, or in customer success health check calls. Not every new feature justifies its own launch, press release (do any?), homepage takeover, or advertising campaign. Most really, really don't, no matter how hard your developers worked on said feature, nor how excited the product manager is about delivering something from their roadmap.
Why not? Because your customers and prospects are focused on solving top-level pains when they are searching for solutions and evaluating budget priorities. Your startup probably only does 1-3 things that really matter enough to drive a purchase decision. Keep beating the drum on those first-order capabilities if you want opportunities for new business or expansion! Barraging buyers with all 20-100 features you have today, and 10 new features you want to "launch" every month dilutes your message to the point of meaninglessness.
Ask yourself if the new feature opens up a new market segment or solves a unique problem, as described by your ideal customer (ICP). Beware though, if it's only solving a problem your product introduces, definitely don't advertise it as a lead message. Like "yay, we've made our UI not suck as much!" or "we fixed a dangerous security bug!" are not winning pitches.
Want help focusing your product messages, content strategy, PLG, and growth marketing on what really drives new or incremental revenue? Let's talk about how I can help!