All related (48)
John Gargiulo
Head of Global Product Marketing, AirbnbNovember 30

B2B

 

- The foundation of any successful launch is a compelling insight. This is especially true in B2B. To get to that golden nugget, even if you have a research group and/or an awesome, collaborative sales team - meet the customers. There is nothing like first-hand experience when it comes to truly understanding customer. That's where your aha moment is most likely to happen.

 

- On the creative delivery front, remember that in B2B your LTV is typically extremely high, especially if you're at the enterprise/10,000 employee level. Instead of a "campaign" or broad approach to marketing the message you've developed, imagine what you would do to reach one, specific large client if you had $1000 to spend. Come up with creative ideas and ask yourself if they're scalable. 

 

- Make sure the sales team is on board with the messaging hierarchy. They are your biggest clients and they are the one in the trenches every day hearing the same things from customers. Be sure to listen. Include them. The insights you develop and the way you reach your shared audience should get them excited.

 

B2C

 

- For either B2B or B2C, once you get alignment on the key value props and messaging hierarchy. share it out like crazy. I'm a fan of actually printing out the top three value props, in order, and posting them on the wall. That hierarchy should serve as the Source of Truth for everything and anything related to communicating the product. It can't do that if it's sitting on a proverbial shelf i.e. in a Google Doc no one has opened in five weeks.

 

- In B2C the messaging hierarchy is critical, but I notice a lot of people fall down on the creative delivery. Finding where in-product you want to tell the story (and it better not just be a company blog post) and the external channels is not the end. If you're just throwing together creative that has the words you want to say and the brand colors, you're missing a huge opportunity. The bar for creative excellence should be just as high as the bar you set for strategic positioning. If you don't feel like you're the creative type, partner up with someone who is to ensure your message gets to customers in a compelling way. 

 

- Because they're public-facing, B2C cross-functional teams are often wider and everything gets a bit more scrutiny. Start bringing people into the process early and over-communicate the state of the launch, creative and results. 

Dave Daniels
Founder, BrainKraftMarch 21

1. Have a clearly defined launch goal. A metric, a quantity, and a timeframe. "Sell as much as we can" is not a goal.

2. Have a launch leader. Succesful launches to launch by themselves. 

3. Good product/market fit

4. Identify a good target market segment

5. Prepare your team

6. Prepare your market

7. Build alliances

8. Measure and adjust

More on my blog - https://www.brainkraft.com/7-tips-to-prevent-product-launch-catastrophes  

Jodi Innerfield
Senior Director, Product Marketing, Salesforce
Demoing is SO important, yet unfortunately, we don't often have the product ready for sales teams to demo too far ahead of a launch.  What we do in this situation is have PMs do enablement where they walk through the new features and functionality and answer questions. That way the field can see what the features and products are in action. Another option when demo orgs aren't quite ready but customers need to show the product--a holodeck. We have the product team take screenshots of the product in a way that mimics a demo flow, and put those high-res slides in a deck. That way sales peop...
Sherry Wu
Director, Product Marketing, MaintainX | Formerly Samsara, Comfy, Cisco
See my answer above - the KPIs that you choose when launching a new feature of an existing product should always be tied to business outcomes.  When you launch features vs products, oftentimes the business goals can be framed in terms of product adoption and cross-sell / up-sell.  Here's an example.  Let's say you have two products: A and B. This feature is available on Product B only. Let's say launching this new feature may entice customers who have bought Product A to add on Product B. Your goals here would be to ensure that customers who have bought Product A are using this new...
Mary (Shirley) Sheehan
Head of Lightroom Product Marketing, Adobe
This is a great question! It's easy to get stuck with the same GTM checklist for every launch and feel like there's no creativity.  An easy fix is to push the boundaries of what you normally do with a new visual approach or new mediums. Never tried a video before? Try it out now! I always love a good brainstorm session with people outside of those I normally work with on product launches. Grab your content marketer, the creative lead that you don't usually work with, and anyone else you like working with, and have a session on what you could do with a launch. I actually did this yeste...
Manav Khurana
GM & SVP Product Growth, New Relic
I always like to have a product adoption goal Day-of, 1-months, 3-months, 6-months, and 1-year out. Having this clarity is critical to figure out what we need for launch and in the weeks, months after launch.    The next step is to back into the awareness, lead (if sales led) and conversion goals from that adoption goal.    I see PMMs as the CMO of their product. They are the QB for product adoption goals. Looking at the product adoption metrics on a weekly basis is good cadence to keep an eye on what's happening and what should be done.    To operationalize these activities with the ...
Marcus Andrews
Director of Product Marketing, Pendo.io
I think you’re asking if it’s behind a pay wall and not just a free product? If that’s the case, you need material (video!) that can act as a demo, people want to see product, not just read about it. Salespeople who can give great demos and free trials are often a really effective a launch tool. 
John Gargiulo
Head of Global Product Marketing, Airbnb
It's funny, I've been working on a deck looking at exactly this question. It's fascinating how much it varies from company to company. We're moving to a place where the distinctions between product marketing and brand marketing are becoming increasingly blurry. Think of it as simply different problems to solve, that map to different parts of the funnel.   Some product launches need broad awareness and call for high-funnel, or what we often call brand marketing. Whereas some launches are updates to features within existing, already known products, in which case they need more low-funnel, i...