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Can you share any experiences around putting spend behind bigger launches?

Or, some of the tactics used (traditional or otherwise) for splashier launches you've been a part of

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3 Answers
Launch Frameworks Launch Strategy
  1. Camille Ricketts
    Camille Ricketts

    XYZ Venture Capital Partner & Head of Marketing • 6y

    Whenever you start planning a larger than average launch, you should kick things off by understanding who the audience is for this launch. Is it all your users or a subset? And what do you want to motivate them to do? If you're successful, what is it that changes? Do you get more signups? Deeper engagement among current users? Etc.  Once you have the answers to those questions, think about the marketing levers that are most likely to reach and influence that subset of users. Are they general con ...Read More

    1,789 Views
  2. Alex Wagner Lavian
    Alex Wagner Lavian

    Origin VP of Marketing | Formerly Uber • 3y

    As you build out your GTM plan a key component will be defining the audience and the goals/KPIs. These two components will play a big role in shaping your channel and budget plan. Breaking this down further, if you are trying to convert existing customers to use your product owned channels may be more effective than paid, particularly multi-touch campaigns that involve both in-app messaging and CRM. If the goal is to drive both awareness and adoption with a broader audience, paid channels can be ...Read More

    784 Views
  3. Lauren Craigie
    Lauren Craigie

    Inngest Head of Marketing • 3y

    Video or advertising is likely where a lot of your spend will go for high priority launches, and justifying it would likely come down to whether you're expectlong this launch to have meaningful impact on pipeline, deal-size, market share, etc in the next 3 quarters. If it's a brand new product that is meant to generate pipeline I'd see paid ads coming into the picture... (but now I'm speaking out of my depth as that work would be owned by rev or demand gen marketing.) I have done third-party vid ...Read More

    339 Views

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