Question Page

What are the three main deal-breakers in product marketing of a B2B product launch?

3 Answers
Sherry Wu
Sherry Wu
Gong Senior Director, Product MarketingJuly 19

I love this question. As PMMs, deciding WHETHER to launch a product in the first place is just as important as an actual launch. When planning a launch, it's important to define hurdle criteria & go / no-go milestones to determine when you launch. You can re-evaluate your launch if any of those criteria are not met. Some of the criteria that I've looked at include:

  1. Customer impact. If customers aren't able to use it, it's not the right time to launch. In your beta program, you should be asking customers if they are willing to use this feature right away. If there are barriers to adoption identified, then that should be a signal that the product is not ready for prime time. This could be due to a number of factors (the workflows don't work for their teams, they don't trust the data, they're unwilling to budge from their existing system, etc.)
  2. Timing & availability. If you have a great offer, but your company can't deliver the product right away, you should reconsider the timing of the launch. If you launch pre-maturely, then you get into situations where your prospects and customers are constantly asking yourself for the thing that you promised at launch, which erodes trust in your company's ability to deliver and puts your sales & CS teams in a tough spot.
  3. Internal readiness. Are you thinking about launching a product in a new geography? What does it take to support that product in that geo? Will it be a good experience for customers? If your product is translated in Spanish (for example), but you have no Spanish-speaking teams on Sales, Support or CS, it may be pre-mature to launch / enter that market.
14033 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingSeptember 1

Like what could cause it to fail?

1. You don't have a handle on the target audience, and what they'll find most valuable about the product, or the frame of reference they hold when introduced to it

2. You don't have an accountability partner in product management that is equally on the hook for the success of the launch

3. You haven't prepared the sales AND support teams to field questions about the launch

537 Views
Iman Bayatra
Iman Bayatra
Coachendo Director of Product MarketingJune 15

B2B launches live and die by planning. Before launch, focus on building a detailed execution strategy (think roadmap) and setting clear goals (KPIs) to track your progress. These, along with other benchmarks, are how you'll measure success. Now the fun part - here are some "deal-breakers" to watch out for:

  • Lack of product-market fit: One of the key deal-breakers is when the product does not adequately address the needs and requirements of the target market. If the product does not solve a significant problem or provide substantial value to potential customers, it will be challenging to generate interest and achieve success in the market. Conducting thorough market research and running validation tests to ensure there is a strong market-fit is crucial before launching a B2B product.

  • Inadequate GTM strategy: A well-executed go-to-market strategy is critical for a successful B2B product launch. A meticulously planned and executed marketing and sales plan is essential to drive adoption and maximize revenue generation. It is imperative to equip the sales team with the necessary resources and training to effectively engage customers and secure successful conversions.

  • Timing and product availability: I agree with @Sherry Wu, timing and product / feature availability play a vital role in the success of a product launch. It is important to carefully evaluate whether your company can deliver the product within the expected timeframe. Launching prematurely can result in customer dissatisfaction when promised features are not promptly delivered.

1687 Views
Mastering Product Marketing Skills
Thursday, July 25 • 12PM PT
Mastering Product Marketing Skills
Virtual Event
Cheyenne Sokkappa
Carlos Nai
Gloria Bradbury
+26
attendees
Top Product Marketing Mentors
Christy Roach
Christy Roach
AssemblyAI VP of Marketing
Alina Fu
Alina Fu
Microsoft Director, Copilot for Microsoft 365
Julie Towns
Julie Towns
Pinterest VP, Product Marketing & Product Operations
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing
Amanda Groves
Amanda Groves
Enable VP of Product Marketing
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product Marketing
Jiong Liu
Jiong Liu
Wiz Senior Director of Product Marketing
Beth McGrath
Beth McGrath
Coda Head of Product Marketing
Leah Brite
Leah Brite
Gusto Head of Product Marketing, Employers