Product Launches
1 Answer
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More
3010 Views
2 Answers
Austin Carroll
Brex Sr. Product Marketing Manager, Financial Product • February 7
This is always the hard part! However, I find it best to think of your current customers and prospective customers as different audiences. So, what channels can you reach your prospective customers? I usually look at the channel map and assign each a goal - so an in-product notification may drive......Read More
335 Views
3 Answers
I think it should be a committee of people, including product, marketing, sales, customer success, professional services, and other teams if applicable. They can own different aspects of the journey from pipeline generation, to win rates and revenue targets, to product usage and customer satisfac......Read More
1012 Views
2 Answers
There are two major ones I’ve used over the years. The first is pipeline generation--how much pipeline is generated by the campaigns or sales plays that are tied to the launch The second is use case adoption. There are different tools and ways to measure it but ultimately it’s usually a CRM r......Read More
1038 Views
2 Answers
Step one is to develop a clear view of what the different stages are. That process alone requires a lot of research, analyzing data (if there’s any), and internal agreement on a framework that sales can grasp and apply in their pitch. I would say that’s actually the most challenging part to get i......Read More
1012 Views
3 Answers
Austin Carroll
Brex Sr. Product Marketing Manager, Financial Product • January 25
To ensure sustained excitement among existing users and advocates, consider offering exclusive perks and incentives for them. Simplify transitions with clear guides and rewards. Beyond the launch, adapt marketing strategies by evaluating the effectiveness of ads and overall positioning. Be ready ......Read More
215 Views
12 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 17
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More
2429 Views
1 Answer
Jeff Rezabek
IRONSCALES Director of Product Marketing • April 24
That's a really good question. It really depends on the goals of the company and how the launch aligns with them, but it's better to measure something than push the launch out the door and call it done. Here are a few things that you could measure to determine the success of a product launch: *......Read More
233 Views
4 Answers
Ruturaj Patil
Google Product Manager • October 10
I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy......Read More
547 Views
11 Answers
Priya Gill
SurveyMonkey Head of Global Marketing • December 12
If you understand the customer problems or market gaps you’re solving for, then you should be able to hone in on your target buyer and the types of customers you want to attract. It’s a lot easier to narrow down to an ICP if your product is already established and you have a base of customers to ......Read More
1646 Views