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

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3 Answers
Launch Channels Launch Strategy
  1. Sherry Wu
    Sherry Wu

    Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 4y

    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: 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 aski ...Read More

    24,075 Views
  2. Lauren Craigie
    Lauren Craigie

    Inngest Head of Marketing • 3y

    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

    639 Views
  3. Iman Bayatra
    Iman Bayatra

    Coachendo Director of Product Marketing | Formerly Google, Microsoft • 3y

    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 signif ...Read More

    4,719 Views

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