How do you time a launch for the greatest impact?

Question

Jodi Innerfield · Accepted Answer

For your launch to be a success, ideally you have completed a customer pilot so you have success stories for press; you've built a robust demo org for your sales teams so they can show customers the product; and you've spent time conducting internal and external research to make sure your message resonates.

But we don't live in an ideal world :) Other factors that may impact the timing of your launch for a big impact:

* What's happening in the market that you can take advantage of? I.e. are there industry events, global trends, etc. that you can use as momentum for your launch?
 * What events or opportunities are happening internally that make a specific launch timing ideal? Do you have an annual conference? A new campaign launching?

Natala Menezes · Answer

Start by defining what you mean by impact: new user acquisition? Product adoption? Market awareness (pr coverage?).

With a clear target and success metric, tailor activities to deliver on those goals. My experience has found that PR pops when combined with a customer event or activity (user conference, live-streamed roadshow, or customer event). For customer adoption focusing on multi-channel coverage (in your product + blogs + Twitter + customer testimonials + help content).

As for setting the date -- that is often driven by either a committed event deadline or product readiness. When possible think about major external events (holidays) and big tech activities (apple launch day or FAAANG conferences)

Products are often launched on a specific day, but the work to achieve launch goals is usually an ongoing effort.

Related Ask Me Anything Sessions

Klaviyo Director of Product Marketing, Katie Gerard on Product Launches

Atlassian Director of Integrated Product Marketing, Ashley Faus on Product Launches

Notion Head of Product Marketing, John Hurleyon Product Launches

Related Questions