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How do you get creative in your product launch, and not feel too templatized?

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4 Answers
Launch Channels Launch Strategy
  1. Mary Sheehan
    Mary Sheehan

    Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 6y

    This is a great question! It's easy to get stuck with the same GTM checklist for every launch and feel like there's no creativity.  An easy fix is to push the boundaries of what you normally do with a new visual approach or new mediums. Never tried a video before? Try it out now! I always love a good brainstorm session with people outside of those I normally work with on product launches. Grab your content marketer, the creative lead that you don't usually work with, and anyone else you like wor ...Read More

    2,375 Views
  2. JJ Xia
    JJ Xia

    Arcade Head of Product Marketing | Formerly Zuora • 6y

    We haven't gotten big enough as a company to feel templatized, thankfully :) Our approach is – Every product launch should be a bit different because each product story is different. The story should dictate what’s included as part of the scope, not a template. Take these two launches for example – one for a new analytics tool and one for an API. (We've done both here at a Zuora, so I'm generalizing and drawing from some distant experience.)  Let’s assume the analytics product is built for a bus ...Read More

    2,346 Views
  3. Adam Weigand
    Adam Weigand

    Coinbase Director, Product Marketing • 5y

    Two things come to mind to keep your launches unique and differentiated while still laddering up to topline product and company goals: Encourage new channel experimentation as part of the launch process to keep the go-to-market playbook fresh and ever-evolving. Be open to adding new chapters with each subsequent launch. Don’t be afraid to include adjacent functions in your go-to-market process, specifically product and brand experience design teams. Leveraging their expertise will uplevel the cr ...Read More

    1,499 Views
  4. Natala Menezes
    Natala Menezes

    Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y

    This is going to sound ironic, but having a templatized launch process helps my team focus on creativity in messaging and execution. We use an agreed-upon Messaging & Positioning document framework and a standard launch deck. Then we think about what would be the wildest, craziest thing we could do for launch and defend WHY we aren’t doing that thing. It’s an exercise that helps us think out of the box and focus on differentiation and self-imposed limits.

    546 Views

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