How would you set goals and marketing budget for the first product launch of a product-led growth, B2B SaaS company coming out of stealth when you were the first marketer?

The company already has some paid customers from beta and good funding.

Answer

3 Answers

Launch Channels Launch Strategy

Julia Szatar

Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y

This one is tough to answer without more details :) Some questions to ask yourself: Do we already have users and can we leverage them to drive new sign-ups? Through testimonials, customer stories, and by incentivizing them to spread the word? Do we want to focus on existing or new users? Free or paid users? Where might we find new users? What are some low-cost ways/channels we can get the word out? E.g. Press or Product Hunt? Can we leverage our investors? Do they have channels we can use? E.g. ...Read More

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Natala Menezes

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

My primary goal with an early-stage launch is scaled traction. If you’ve already got customers, the objective should be to get to the next step function of growth. I.e. 10 obsessed customers would grow to 100 or X in revenue. In terms of budget, the costs are more sweat equity to develop meaningful product positioning and a compelling narrative. Research can help validate this. The other cost will be PR. Working with a firm that brings relationships and experience to the table is often worth th ...Read More

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Julien Sauvage

Clari VP, Brand, Content and Product Marketing • 4y

Your first product launch is going to be a special one! I believe it will be maybe a little more than just about the product. It’ll be about the company. Use the opportunity to tell a really big story. So you would have to nail your market differentiation, your brand and your strategic narrative. Combined, of course, with some awesome product news. Then you need credibility, a lot of social proof. Social proof will be key. So you will need to have custom stories and stats, ROI studies, maybe pee ...Read More

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