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How do you ensure a product is ready for launch to customers? What kind of customer feedback, beta or pilots would you recommend?

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4 Answers
Launch Channels Launch Enablement Launch Strategy
  1. Sean Lauer
    Sean Lauer

    AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 2y

    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 ran ...Read More

    1,254 Views
  2. Katie Levinson
    Katie Levinson

    MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y

    There are a few things you can do to ensure a product is ready for launch. Some of this comes way before launch as part of “inbound product marketing” - conducting the research you need to feel confident that you have the right messaging, value props and RTBs in place, and are meeting your target audience where they are and solving the right pain points for them. Some of this research involves: Foundational research: Depending on the size/scope of the launch and if it’s the first of its kind at ...Read More

    467 Views
  3. Linda Sonne-Harrison
    Linda Sonne-Harrison

    Giant Stride Marketing Group President • 3y

    I don’t know that there’s a single answer to this question. The most successful launches I have been involved in had enough direct feedback to generate 6-10 customer references that included quantifiable metrics. However, market conditions and internal demands often set a much lower bar, especially in smaller companies. At the ABSOLUTE minimum, your internal team should be comfortable with the product. I once stopped a launch in its final days (which required an escalation to the CEO) because I ...Read More

    319 Views
  4. Abhishek Anbazhagan
    Abhishek Anbazhagan

    Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

    Best case scenario - Beta customer/s are willing to do a named case study with video talking about the launch

    Worst case - Beta customer/s quotes from the PM calls can be anonymized and shared on the website/launch blog

    If it is a really significant launch, something that is going to affect in-consequential amount of revenue, then I'd like to work with the customers and try to get them to talk our press/analysts before/after the launch. Compensate them plenty with swag :) 

    571 Views

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