Do you work with Beta Launches and how do you manage those?

Great question! I’d recommend checking out my other answer on "soft launches," where I outlined how we approach beta launches.

But to add more on how we manage beta launches, we break it down into a few distinct phases:

• Limited Availability (Closed Beta) We have a “hit list” of customers who we know would be a great fit and reach out directly via email and in-app messages.

  • This phase helps us gather focused, high-quality feedback from trusted users who are already solving similar problems.

• Early Adopters (Opt-in Beta) Available to all self-serve accounts that have opted into our "early adopter" program.

  • This phase gives us broader feedback, helps identify edge cases, and validates market fit.

  • Since we’re self-serve, we can scale this quickly without requiring a formal sales process. Depending on the product, we’ll promote it through our newsletter, changelog, in-app notifications, and start creating educational content like demos and blog posts to drive adoption.

• Beta (Open Beta) Available to all users but not ready for prime time.

  • This phase is about maximizing adoption, ensuring stability, and fixing edge cases.

  • Our GTM efforts are more contained and focused on our existing base. We engage users through channels like our newsletter, Discord, blog posts, and demos to showcase use cases and drive education on how to use the product/what it solves, email and in-app messages to nudge users toward adoption

During beta, our marketing is more contained to our existing base. But once we hit GA, we go bigger: paid media, outbound campaigns, and wider promotion (depending on product launch specifics).