What are some key ways to preserve "launch momentum" after the actual launch to get more customers to use said launched product or feature?

I’m glad you asked this question because I’m a big proponent of “rolling thunder instead of flash in the pan” :). It’s easy to overestimate how closely customers and prospects are paying attention to every message coming out of your company, and think that if you make a lot of noise on launch day, that will be enough to put the news of the launch on everyone’s radar.  It’s important to keep up a drumbeat of messages to the market. Part of that drumbeat should be the repeated emphasis on the late ...Read More

I love this question because you're right - your job is not done the day after launch :) It's critical to maintain momentum to continue driving pipeline, bookings, AND adoption (usage of your product/feature) post-launch. Here are a few ideas to maintain that momentum: Post-Launch marketing: Continue marketing efforts after the launch, leveraging the channels that resonate most with your target audience. This helps keep your product or feature top-of-mind for potential customers (another tip: ma ...Read More

Great question. I have worked in the consumer electronics/Hardware industry for most of my career so my answer is going to be from a consumer product launch pov. I have seen many launch teams make the mistake of defining "launch" as the initial period usually lasting a day (or perhaps a few days) for e.g. launching a new website/product page, a PR announcement., an ad campaign, a launch event at CES, etc. From my experience, this is just the start of your launch and one should look at launch fro ...Read More

Great question.  I actually answered a similar quesiton above, here it is:  First of all, don't try to prevent the short term spike! that's why you launch, to drive attention and focus for one thing in the short term. But how to get long term results: have a plan to continue building momentum. Like for a new product, you want to continue building momentum with content, marketing campaigns, sales team selling it, etc. And don't forget feature launches, if it's a new product, plan the announcement ...Read More