AMA: Appcues VP Marketing, Eric Keating on Post Product Launch Momentum

Great question. First and foremost, you've got to set clear expectations up front (for yourself and for the organization) that launch day is not the finish line. Far from it. Most people put so much emphasis and pressure on the initial market launch. In many ways, it's just the beginning.1. Goal setting. Go ahead and set goals for the initial launch, ie announcement reach, leads, etc. But not before you set longer-term adoption and revenue goals. If you expect the launch to drive revenue growth ...Read More

Orient yourself and every other stakeholder to usage and adoption goals. Adoption takes time. When revenue targets are involved, adoption rates can and should serve as a leading indicator of success. How many or what percent of customers have viewed the feature? Actually meaningfully engaged with it? Have used it more than one time? How you set the adoption goal will be unique to your product and objectives. I'd also encourage you set these goals on a customer segment level vs the entire custome ...Read More

Totally depends on the organization. I've seen it owned by the product manager, the product marketer, growth lead, etc. I'm stating the obvious here, but at some level, every function in the organization has a very important role to play. While every goaled initiative needs an explicit owner, I strongly encourage you and your org to declare and report on the adoption goal at the company-level. It will help drive the right mindset.My personal take: 1. Product marketing is best positioned to own a ...Read More

Start with a framework that uses attributes and adoption as the two axes. On the attribute axis, start with whichever attributes are most relevant to your business or specific launch, ie plan tier, company size, etc. On the adoption axis, use product usage data to group users, ie power users, sporadic users, inactive users. Each of these groups may see different values in the new feature based on what type of customer they are and how they actually use the feature/product. It could look somethin ...Read More

It's all about segmentation. In another answer here, I suggested a dual-axis approach to segmentation (attributes x adoption). On the attribute axis, start with whichever attributes are most relevant to your business or specific launch, ie plan tier, company size, etc. On the adoption axis, use product usage data to group users, ie power users, sporadic users, inactive users. Each of these groups may see different values in the new feature based on what type of customer they are and how they act ...Read More