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How do you time a launch for the greatest impact?

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3 Answers
Launch Metrics
  1. Candice Sparks
    Candice Sparks

    Attentive Senior Director of Product Marketing • 3y

    Impact means something different for every launch and these KPIs/success criteria should be defined in your product launch brief. For example, does impact mean customer adoption, customer satisfaction, press coverage, etc. At a high-level there are a few tactics you can deploy when planning for the greatest impact: Bundling of features: Is there an opportunity to hold back a release of a product to bundle with several other new features that allows you create a bigger story and launch a more com ...Read More

    879 Views
  2. Natala Menezes
    Natala Menezes

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

    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 ...Read More

    1,209 Views
  3. Jodi Innerfield
    Jodi Innerfield

    Product Marketing Consultant | Formerly Salesforce • 4y

    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 ther ...Read More

    6,734 Views

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