When re-launching a product in the market through a different lens of value, how would you create the demand for it, and what campaigns would you run?

We're about a launch a new product that's creating a new category, but is largely solving some of the core issues with the "old way". Since it's potentially a "new way vs old way" narrative, how should I design marketing and sales to create demand and education for this product?

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2 Answers

Launch Channels Launch Strategy Product Launches

Ben Geller

Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 3mo

This is really two challenges in one. When relaunching through a different lens of value, it is a two step process: Nail your positioning. Understand your user's jobs to be done, what they would use if your product didn't exist (status quo, agencies, spreadsheets, a different category), and your differentiated value vs. those alternatives. From there, you can define the product category in which your differentiated value is most obvious to the buyer, and help them understand the decision criteri ...Read More

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Austin Carroll

Brex Sr. Product Marketing Manager, Financial Product | Formerly Mercury, Capital One, Disney, Techstars • 2y

We did something similar at Brex with the launch of Brex Bill pay last summer. We had a simple Bill Pay product on our original platform, but were bringing it upmarket on 'Empower' - our more advanced spend management platform. Existing Customers: As with any re-launch, it can create customer confusion so I always recommend starting from your existing customers. How can you ensure your new messaging and positioning appeals to them? We conducted customer interviews and even validated the new mess ...Read More

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