AMA: You.com Director, Product Marketing, Ben Geller on Product Launches

For a tier-one B2B enterprise launch, I think about metrics across two dimensions: market attention and pipeline. Market attention (top of funnel) Impressions and share of voice across paid, earned, and owned PR quality: are outlets describing your product and company the way you want to be positioned? Especially for a repositioning launch, are they adhering to the new category and definition you are playing in? A tier-one launch can redefine who your customers are and how your product is used. ...Read More

A few principles that hold regardless of business model: Master one channel before scaling to the next. Each channel functions differently and what works in one rarely translates to another. Go deep before you go wide. Invest in full-funnel visibility early. You cannot optimize channels you cannot measure. The sooner you can connect spend to pipeline to revenue, the sooner you can double down on what actually moves the needle. From there, channel mix looks very different depending on your busine ...Read More

GenAI has meaningfully changed customer segmentation—not the fundamentals, but the resolution at which you can execute. Pre-AI, ICP definition was largely firmographic. You'd define your target accounts based on company size, industry, geography — relatively blunt instruments. Account scoring was hard-coded rules that approximated intent without really capturing it. What's changed is the fidelity. We work with a tool called KeyPlay that lets us score accounts across 30+ factors — things like the ...Read More

What does your post-launch operating cadence look like for monitoring, retrospectives, and iteration on messaging and assets?A few pieces of advice for making sure your post-launch activities are successful: Define your post-launch metrics before you launch. For a waitlist launch you are watching signups, then activation rate, then PQLs. For a feature launch it might be adoption rate, retention, PR mentions, and pipeline influence. Have the dashboard ready on day one—these metrics should drive t ...Read More

This is really two challenges in one. When relaunching through a different lens of value, it is a two step process: Nail your positioning. Understand your user's jobs to be done, what they would use if your product didn't exist (status quo, agencies, spreadsheets, a different category), and your differentiated value vs. those alternatives. From there, you can define the product category in which your differentiated value is most obvious to the buyer, and help them understand the decision criteri ...Read More

In enterprise, I love this definition for PMF: six customers within the same vertical, using the product for the same use case. The big trap in B2B, especially in AI right now, is selling 100 snowflakes. Every deal looks slightly different and customers all have unique use cases, making each engagement feel more like a consulting gig than a scaled product. When you hit that six customer concentration, your tech investment yields more because you're building against the same needs repeatedly Your ...Read More

In B2B with a 6-18 month sales cycle, you can't wait for closed-won deals to tell the story of whether marketing is working. A few things that help: Measure upstream signals. MQLs, lead quality, SQL conversion rate, pipeline generated. These are the right indicators that marketing is working before revenue shows up. Pair with UTMs on everything so every channel has clarity. Use early sales wins as qualitative proof. When a rep closes a deal, have them tell the story at the company all-hands, and ...Read More