All related (45)
Daniel J. Murphy
VP of Marketing, PrivySeptember 22

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 of the product, but then plan follow up launches for new features as you build them. 

Caroline Walthall
Director of Product Marketing, Quizlet | Formerly UdemyJanuary 14

There was a similar question below, so I encourage you to check that out, but otherwise here’s a list of other thoughts that come to mind:

  • For initial launch campaigns I always try to consider what can be repurposed and reskinned post-launch for use in lifecycle campaigns, ad campaigns, and user education. That means build things in a modular way so you can take out any key dates or "brand spanking new" launch messaging without having to fully redesign collateral.
  • Post launch try conducting a survey or a handful of interviews with users who have organically discovered and used the new feature/product as well as a handful of users who you thought would have discovered it organically (because they’re active users in your target audience). Figure out how people discovered and “missed it.” Plan A/B tests with more informed hypotheses.
  • Set ongoing goals around feature/product awareness and adoption. If these goals aren't visible and prioritized, it'll be harder to get the resources you need to continue to invest.
  • What changes can you make in your product to help increase awareness and adoption? Do you have a product tour? Do you use badges to indicate when something is new or “popular”?
  • Also make sure you set expectations with leadership and stakeholders. Some releases will come and fade quickly because they aren’t big enough, they’re table stakes, or they aren’t differentiated from competitors. Ideally as a PMM, you're influencing the roadmap enough to ensure that those things are happening, but if it’s a “minimal launch,” make sure to set expectations that this product/feature not likely to hold sustained attention.
  • Consider building an ongoing buzz campaign that lets you build continued credibility with this product, such as a speaker series or a sustained influencer campaign. 
  • Especially if you’re making continued improvements to the product, plan a few post-launch comms to users who didn’t convert.
  • Keep refreshing your creative to speak to improved benefits in your paid ads and more evergreen campaigns. No rest for the weary! It’s easy to push this to the bottom of the list, but if it’s an important product/feature, you need to keep honing and refining messaging until you see that “click” with the market.
  • Work with your data analysts to gather proof points and marketing claims to your sales pages.
  • Gather customer quotes and testimonials, especially if you can ask them how you compare to a competitor. In your follow-up surveys, consider asking sentiment-based questions (like CSAT) and outcome-oriented questions in a format that you can use as a proof point. For example, ask how they feel about their grades since using the product. Then you can share, "XX% of students report better grades!" 
Stephen Baloglu
Director of Product Marketing, AdobeMarch 30

“No, don’t do it! Don’t create a massive spike in traffic and run-up in sales that blows through your numbers.” said no one, ever.

But really, I get it, you’re not looking for empty calories, you're building a business. Here are a few thoughts.

1. Understand what might drive a short-term spike that doesn’t carry through.

Is your media spend too front-loaded?

Do you not have the right product-led growth motions to create sustainable growth?

Are you taking pricing action along with a product launch?

If you are worried about this, list out assumptions of what might cause the spike, assess the potential size and how likely it is to happen. Look at your large scale+high likelihood assumptions and evaluate the impact and how you might change your go-to-market to address it?

2. Don’t prevent a spike if you can get it, just plan for it.

Is your conversion funnel fully developed? Are you engaging non-converting traffic with customer journeys that convert deeper in the funnel? Leverage traffic spikes with additional conversion downstream.

Oh, and is the tech ready? Don’t let the site go down on the big day.

3. Don’t pull all the levers at the same time.

I know, we all get focused on the launch date and it’s exciting. In your go-to-market, play the timeline out beyond the launch moment…you can use a “rolling thunder” strategy for the message or if you have a massive email list, phase the size of audience you’re targeting.

You can also use this approach to create more focus and do fewer things bigger, over time.

4. If you get an unexpected spike, something really worked…take those learnings forward to the next campaign.

Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex, Twilio | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.comMay 20

Customer stories and case studies. Proof! 

The public facing spike in the intial phase (hype creation), needs to move on to proof (value creation). 

We saw this at Helpshift where the Chatbot product started to fully automate upto 70% of a few customers' inbound customer service chats. This was way beyond what any other product in the industry was able to accomplish. 

Once the company had this data, it became very easy and effective to credibly continue to market and sell the product. It was no longer hype, the product performed, it was undeniable. 

Jodi Innerfield
Senior Director, Product Marketing, Salesforce
First--well done for having a post-mortem! It's really easy to just get caught up in the next thing that comes along, but post-mortems are super important! This is your time to reflect on the launch planning, the launch itself, and whatever happens next.  Launch Planning Reflection - Get feedback from stakeholders involved in the planning. Did everyone have what they need to do their jobs? Was there adequate time to get everything done? Were the right people involved from the beginning or at the right time? This information should inform changes in your bill of materials or launch plannin...
Sherry Wu
Director, Product Marketing, MaintainX | Formerly Samsara, Comfy, Cisco
The tactics behind a product launch all boil down to three strategic questions:  1. Why does this matter for the business? 2. - 3. Why does this matter for your customers? 4. Why now? These are deceptively simple, but think about all of the answers that you need to have.  Having the answers to these two questions will determine This will determine the resources that you put into a launch, how you promote it, and who you promote it
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, Adobe
Ideally, it's a combination of the GM, product management and product marketing. The GM would set the overall business goals for the year or quarter including revenue. The PM often drives the product launch adoption and revenue goals for that product. PMM often builds the plan with the metrics to help back into those goals.  The important thing is that if you see a gap, make sure that someone is owning all of these goals, otherwise, it will be meaningless to have launch metrics. 
Manav Khurana
GM & SVP Product Growth, New Relic
First the failure mode (for contrast): PMM does a kick ass job with product decks and slicks. There is a training session where some people seem to be paying attention, but most people are distracted by their day-to-day job of sales. Then when a sales person gets an opportunity, they ask the PMM or PM to come in and help. Or worse, the sales lead complains at the company QBR that her team is not enabled properly.    What I think is better: Start with what's in it for the sales person... Is it higher deal value to satisfy quota? Higher win rate? Then, think through how your sales people...
Marcus Andrews
Director of Product Marketing,
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
Great question. Post-launch is the most underrated parts of the cycle. You've spent months aiming the rocketship, putting fuel in the tank and blasting off - now you've got to steer. Let's break it down into three steps:   1) ANALYZE The first thing is to immediately begin watching not just usage of the product, but which parts of the product. How are people interacting with your features? Where are they dropping off? Where are they spending their time? This will give you context and clarity to move onto step two.   2) PLAN Now that you know where your hypothesis was roughly right or ...