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Is summer (July/Aug) a viable time period for doing a product launch in B2B SaaS?

I have typically avoided July/August for important launches. We aren't targeting federal gov't where late Sept/Oct 1 budgets may be an opportunity. Has anyone has done an effective launch mid-summer? I am considering a soft launch to customers only with a more public push in the fall. Thoughts?

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1 Answers
  1. Gagan Mand
    Gagan Mand

    Adobe Director, Product Marketing & Strategy • 1y

    It sounds like you're planning a significant launch. We typically schedule ours around major industry events or key company milestones, usually in the fall or the first quarter of the year. That said, a soft launch or early VIP release to a smaller customer group can still be effective. It’s a great way to build early traction, convert users into champions, and gather customer success stories. These stories can serve as powerful proof points when you go public in the fall, when decision-makers a ...Read More

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