AMA: Former MURAL Senior Director, Product Marketing, Sean Lauer on Product Launches

When launching a product, there are different approaches depending on whether the target audience is a business or individual consumer. B2C launches aim for broad appeal and emotional connections, while B2B launches focus on building relationships and understanding the specific needs and challenges of the industry. Please note that the following is a general overview and every situation may have unique nuances. It is important to understand that while there are distinct differences between B2B and B2C products, there are also some products that may have elements of both, such as B2B2C or B2C2B models. Target Audience: * B2C often targets a wide range of consumers, while B2B targets a more specific audience in a particular industry or job role. Messaging & positioning: * B2C emphasizes personal benefits and lifestyle associations, while B2B centers on the value proposition and problem-solving capabilities. Purchase cycle: * B2C involves quicker decision-making processes based on individual needs, while B2B has a longer and more complex sales cycle with multiple stakeholders. Marketing channels: * B2C tends to use a variety of channels like social media and influencer marketing, while B2B relies on industry-specific channels such as trade shows and webinars. However, depending on the nature of the product, there are often similar channels used across both B2C and B2B. Relationship dynamics: * B2C relationships are often transactional, while B2B relationships are built on trust and credibility with long-term contracts. Feedback & iteration: * B2C typically receives rapid feedback from consumers, while B2B feedback is more structured and infrequent.

It's important to track KPIs after launching a product to gain valuable insights into its initial performance and market reception. Here are some key takeaways to keep in mind: 1. Product adoption rate: This metric measures how quickly and extensively your target audience is adopting the new product. It can offer insights into whether the product is a good fit for the market. 2. Churn rate: A lower churn rate post-launch is a good indication that customers are satisfied with the product and see its value. A high churn rate, on the other hand, could signal potential issues with the product or its positioning. 3. Lead generation and conversion rates: Assess the efficacy of the launch in generating quality leads and converting them into paying customers. 4. Monthly Recurring Revenue (MRR) and Customer Acquisition Cost (CAC): These metrics can help you determine the product's profitability. A rising MRR and a stable or decreasing CAC suggest positive market traction. 5. Net promoter score (NPS): This metric can help you gauge customer satisfaction and the likelihood of referrals, giving you a sense of the product's value proposition. 6. Feature usage data: By analyzing which product features are most and least used, you can identify potential refinements and future communication strategies. By keeping an eye on these KPIs, you'll be able to get a more complete picture of your product's market performance and identify areas for improvement.

During a product launch, it's common for certain areas to be overlooked. Below are key areas that might be neglected and the reasons for their oversight: * Customer education: It's easy to assume that a good product is intuitive, but providing educational resources like tutorials, webinars, and documentation can ease adoption and reduce churn. * Sales enablement: Product teams might assume that a great product will sell itself, but sales teams need materials, training, and tools to effectively communicate the product's value proposition to potential clients. * Internal alignment: Departments can sometimes operate in silos, but ensuring that all teams are aligned on messaging and objectives is crucial for a coherent market entry. * Feedback mechanisms: Post-launch plans might be focused on scale and expansion, but early adopters provide invaluable feedback. Mechanisms to gather, analyze, and act on this feedback can drive product improvements. * Post-launch support: The emphasis might be heavily placed on acquisition rather than retention, but support, especially post-launch, is vital to resolve issues, enhance user experience, and reduce churn. * Performance analysis: The focus might be overly placed on pre-launch activities vs post-launch measurement, but post-launch performance analysis is vital to critically evaluating the success of a product launch. * Iterative planning: The launch might be viewed as the "end" rather than a phase in the product's lifecycle, but plans for iterating based on real-world feedback can lead to more rapid improvements and adaptations. * Market education: If a product is novel or introduces new concepts, there might be an assumption that the market recognizes its value immediately. In such cases, educating the market about the problem itself before positioning the product as a solution is crucial. These oversights can be due to resource constraints, historical biases, or underestimating the importance of these areas in the midst of other pressing launch activities. It's essential to approach launches holistically and give crucial yet sometimes overlooked areas due attention.

After a product launch, the immediate period is crucial for ensuring the product's long-term success. The following are six key factors to consider during this phase: 1. User onboarding: Equip users with resources (tutorials, documentation, etc.) to ensure seamless adoption. 2. Collect feedback: Set up a system to quickly gather feedback from early adopters. This feedback can help identify unforeseen issues, provide insights for future improvements, and ensure long-term customer satisfaction. 3. Analyze performance: Continuously monitor key performance metrics such as user engagement, churn rate, and adoption rates to gauge the launch's success and identify areas for improvement. 4. Post-launch content: The product's narrative should not end with the launch. Produce additional content that showcases real-world applications, case studies, and deep dives into specific features. 5. Sales and customer support team training: Ensure these teams are fully equipped to handle inquiries, troubleshoot issues, and effectively communicate the product's value proposition in pitches. 6. Respond quickly to issues: Be ready to address any technical or user-experience issues that arise. This responsiveness demonstrates to customers that their satisfaction and experience are a top priority.

To ensure a successful product launch, it is important to create buyer personas that are tailored to your target audience. Here is a high level process for building these personas: 1. Research and analysis: * Conduct a market analysis to understand the industry landscape, trends, and potential customer segments. * Engage directly with potential buyers or existing clients through surveys and interviews to uncover pain points, motivations, and needs. * Gather insights from sales and customer support teams regarding common challenges, objections, and preferences. 2. Define audience: * Identify demographic information such as job roles, company size, and industry. * Determine psychographic information such as goals, challenges, values, and objections. * Analyze behavioral traits such as the buying process, decision-makers involved, preferred communication channels, and product usage patterns. 3. Draft personas: * Create a detailed profile for each persona, giving them a name and even a picture to humanize them. * Craft a story that explains a typical day, key challenges faced, and how your product can offer a solution. 4. Validate and refine: * Engage with sales and product teams to ensure that the personas resonate and align with their understanding. * Use A/B testing to target specific personas with different messaging or campaigns and analyze the effectiveness. 5. Ongoing evaluation: * Review and update your personas regularly, especially as markets change and your product develops. * Gather feedback from sales, customer success, and users on a regular basis in order to improve and refine personas.

When launching a product, it is important to choose the right channels to promote it. This involves using both data and strategy to make informed decisions. Here are some key factors to consider: 1. Audience: Know your target audience and where they spend their time. This could include industry forums, LinkedIn, trade publications, or other niche platforms. Be present where your audience is. 2. Historical performance: Analyze past performance data to identify channels that have generated high engagement, leads, or conversions. 3. Budget and resources: Choose channels that are within your budget and can be managed with the resources available, optimizing for the ones that provide the best ROI. 4. Content: Different channels cater to different formats of content. Ensure that the channel you choose aligns with your content strategy, whether it's webinars, whitepapers, demo videos, or case studies. 5. Agility and adaptability: Continuously monitor the performance of your channels post-launch and be prepared to pivot resources if certain channels underperform or new opportunities emerge. This way, you can make informed and flexible choices that ensure your product message resonates effectively with your target audience.

When introducing a second product, the success of its launch depends on how it fits into the company's existing offering. There are several factors to consider: 1. If the second product complements the first, the focus should skew toward current customers and leverage the trust already established with them. 2. If the second product targets a different audience segment or need, the emphasis should be on acquiring new customers. 3. Metrics like Monthly Recurring Revenue (MRR), Customer Acquisition Cost (CAC), and Lifetime Value (LTV) should be tracked to understand profitability and growth. 4. Metrics like product engagement, feature adoption, and churn rates can provide insight into the product's value. 5. Regular feedback loops, through NPS or CSAT surveys, can help identify areas of improvement and ensure customer satisfaction. Overall, both current and new customer adoption are important, but the focus on one or the other depends on the company's strategy and goals.

Before launching a product, it's important to conduct thorough testing and validation. Gathering feedback from the target audience can reveal valuable insights that can be used to improve the product. When collecting feedback, focus on product functionality, overall experience, and perceived value. * Closed alpha or beta tests with a select group of trusted customers or partners can uncover bugs, usability issues, or potential enhancements. It's important to include participants with a diverse range of user personas to capture different use cases. * Conducting pilot programs or limited releases can provide insights into longer-term product use and value. This involves allowing potential customers to use the product in real-world scenarios, often at a reduced price or for free. It's important to gather feedback not only on technical aspects, but also on users' understanding and perception of the product's value proposition. This information can inform marketing and sales strategies. Maintaining open communication channels with participants, acknowledging feedback, and demonstrating responsiveness can help build trust and transform early testers into product champions upon launch.

When entering a competitive market, it's crucial to carefully evaluate your launch messaging to ensure maximum impact. There are three key factors to consider: 1. Clarity and relevance - your message must be clear and address the primary pain points of your target audience. Avoid jargon and buzzwords that may confuse your value proposition. 2. Differentiation - it's important to clearly articulate what sets your product apart from your competitors, highlighting unique features or benefits. 3. Resonance and memorability - your message should emotionally connect with your audience and be memorable, leveraging relatable stories or scenarios. By effectively incorporating these three factors, you can increase your product's visibility and desirability in an already crowded market.