How do you make decisions around channels to use for new product launches?
What are some of the key questions you want to answer when evaluating channels for a product launch and how do you go about finding these answers?
6 Answers
Asana Chief of Staff, Product • 5y
At Asana, customers are our #1 inspiration - so deeply understanding your target audience (across existing customers and prospects) and what matters most to them would be...
2409 Views
Notion Head of Product Marketing • 3y
Decisions on channels starts with segmentation (dividing the market into different segments with specific needs/characteristics) and targeting (analyzing the sectors and ...
3076 Views
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Atlassian Head of Lifecycle Marketing, Portfolio • 3y
The biggest key is where does your audience spend time, consume content, and engage?We use a mix of in-product notifications, emails, social media, blogs, events, and pre...
2517 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 2y
Decisions around which channels to use for a product launch should be driven by the same two fundamental questions you need to craft a launch strategy: "What problems a...
617 Views
Toloka Product Marketing Lead | Formerly IBM, Mint, Wonderflow • 1y
Work backward: define your goal -> understand where your users are more likely to be and convert -> understand which channels provide the best ROI.The first step is...
250 Views
Chameleon Co-founder & CEO • 2y
First, you should come up with a matrix for your channels, helping frame what each is good for; something like this example matrix. Then for each product launch, specify:...
3518 Views
Related Questions
What is the best way to choose/prioritize channels for a product launch?How do you choose the right channels to activate the audience when you're launching a brand new product?How do you identify and prioritize the channels for a launch campaign? How do you get buy-in from other marketing stakeholders that control the budget?After an initial product launch, how do you think about the subsequent, smaller launches/updates? How does the strategy/channels/process change? How do you identify where smaller launches can be bundled into a bigger story?Is it better to do smaller but more regular product launches, or the occasional BIG one?