How much emphasis is put on creating messaging/driving adoption for a new product with existing clients versus focusing on using that product to drive new business?

This is a great question! It depends on what the new product/feature is, who the target audience is, and what your goals are for the launch but, more often than not, there is significant opportunity to drive adoption and upgrades within your current base rather than focusing solely on net new users.We decide how much focus we put on new versus existing users in our launch activity by the “tier” of the launch. Tier 1 launches are large, net new products or features that will bring in new customer ...Read More

Great question! The goal of the new products team at Atlassian is to both expand our existing users and customers into new products and solutions and to reach new or adjacent audiences outside of Atlassian's customer base. Depending on the product and strategy, the product marketers on my team may focus more on one over the other. I'll give a few examples from the portfolio: Jira Work Management is a Jira-family solution designed for non-technical users. Jira Software is for product and engineer ...Read More

Both are very important. And in both cases the new product serves to further enhance an existing narrative. Driving adoption with existing clients can serve a few really important purposes. First - it is a safer space to test out something new with users that are already familiar with your product(s) and gather feedback in order to iterate. Second - new products and features are often built in response to a gap or something that wasn't working quite right. These users will be thrilled to hear ab ...Read More

For a SaaS products, Recurring Revenue is what sustains the business. Since selling to existing customers is easier and quicker than finding and converting new prospects, it should certainly be part of the new product launch. (This assumes that the new product is appropriate for existing customers and not to go after a new market.) Customers like it when their vendors are innovative, find new ways to solve their problems and provide more value. It builds loyalty and converts users into advocates ...Read More

The answer depends on the strategy of the business and how success is measured. If the strategy is to drive new revenue through new market segments, I'll lean adoption for the target market segment. If it's top line only and I have a customer base with a need, I'll lean toward them. If I'm targeting a new market segment that's risk averse and want proof, I might lean on my customer base first to build references and then go after the new target market segment. Start with what the business is try ...Read More

This should be decided before a launch plan or GTM strategy is crafted. Always have a north star! Whenever possible, I recommend following this guide: Identify the target audience and the pain point they encounter (Product owned) Develop a solution to the individual's problem (Product owned) Hypothesize the outcome of the new product (Product and Product Marketing owned) Tie it back into business goals (Product and Product Marketing owned) Develop a plan for launch that ties back into your north ...Read More