How do you approach multi-channel marketing when it comes to rolling out a product launch? and any advice on positioning globally?

Successful multi-channel marketing strategies require careful planning and coordination - here are some thoughts from my experience:

During my time at Hootsuite and LinkedIn, I had incredibly talented global marketing colleagues and we often coordinated product, brand messaging, and event launches together. So the first step is building relationships with these global teams. I had recurring meetings with regional leads at least once a month where we would discuss work and sometimes share some personal anecdotes. Building and sustaining these relationships make it easier to collaborate because all parties would be aware of each other's regional plans, calendars, and KPIs.

• On a related note, make sure your product launches are part of the enterprise marketing strategy. I advocated for our tier 1 product launches to be visible on the enterprise marketing calendar, and used that information to identify content and campaigns that I could collaborate on with other teams.+

• Global positioning: Consider the cultural and regional differences. Tailor your marketing efforts to resonate with each specific market. This may involve translating content, understanding local preferences, and adapting your marketing strategy to fit each market's unique characteristics.

Secondly, most product launches should have some contextual grounding:

• Understand your target audience in each region. Identify preferences, pain points, and demographics that differentiate your target audiences so that you can understand which benefit/feature/outcome is more meaningful to them.

• Understand the channels your target audiences use. Not everyone will be using the same social channels. Identify the most effective marketing channels to reach your audience. This can include a mix of digital channels like social media, email marketing, content marketing, search engine marketing, and traditional channels like PR, print, and TV advertising.

Set clear objectives and define what you want to achieve with your product launch. Are you looking to increase brand awareness, drive sales, or both? Your objectives will shape your multi-channel strategy.

Your messaging must be consistent across all channels. The core value proposition and key messages about your product should be the same whether you're posting on social media, sending emails, or creating print ads.

• Remember to update this messaging in your website and have it optimized for SEO.

If you can, develop cross-functional marketing relationships to build your content strategy. Your teammates from the content, media, paid, brand, and email team will understand your audience behaviors in those channels. Work with them directly to build up your product launch.