Daniel J. Murphy

Marketing Strategy Consultant

Content

What are different ways to set benchmark goals for launch, maximize demand generated, and continue optimizing post-launch?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

It's all about the process. Don't start with "we have something to launch and here's all the stuff we're going to do for this launch and NOW let's set a launch goal." Instead, start with what strategic goals your company is trying to solve. Okay, it's churn. So how will this new launch help with ......Read More

1749 Views

How do you measure the success of a B2B product launch? or what is the best way to measure?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

You shouldn't be working on a product launch without a launch goal already set in place. Launches should be either: 1) focused on helping hit a strategic company goal 2) focused on helping grow a new product Your launch goal should be a short term focus: book 50 sales demos, get 200 cust......Read More

1242 Views

What type of customer research do you do pre-launch to help you have a great product launch?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

The #1 thing is listening to customer calls. Or beta calls if you have someone selling the product before the launch. We use Gong.io for that. This is where I get most of the positoining. Copy and paste call transcripts into the positioning deck. Better to use their words than make up your ow......Read More

1209 Views

How does Product Marketing get involved with alliances, partnerships and marketing the integrations of a product with another product?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

Yes, 100%. That can be it's own role on a product marketing team, especially if you are building a platform and have a large partership ecosystem. Marketing tech is a good example of this. Partnering with numerous other marketing tech companies can be your growth strategy, that's how a lot of com......Read More

1180 Views

What do you find most challenging about launching a new product that is also your company's first product?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

Building an audience. It's hard when your company is new and people don't know what you're about, why they should care and often very little credibility. Best way to combat that is to start building an audience earlier than your launch. Start talking about the problem you are solving with your pr......Read More

1090 Views

In your eyes, what's product marketing's role in the launch? What's key to ensure it's smooth?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

I've heard it described a few different ways: product marketer is the CEO of the launch, since you have to wear so many hats preparding for a launch, or you're the quarterback since you have to pass the ball, run the ball and organize with so many other people. The role really is ownership of......Read More

1061 Views

What are common mistakes you see Product Marketers make when launching products?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

1) Waiting for something new from the product team to launch vs. designing a launch around a strategic company goal 2) Going to market with messaging that matches what the produc team gave them vs. coming up with messaging for your target customer 3) Trying to do too many things (emails, conte......Read More

1053 Views

What is the best way to sustain launch over time and prevent the spike in traffic in the short run without long-term results?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

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 conten......Read More

1048 Views

How should Product Marketers work with Growth marketers in terms of KPIs, boundaries, north star metrics, activities?

Daniel J. Murphy

Marketing Strategy Consultant • June 9

Good question. And admittedly it's been a minute since I've worked with a growth team so my answer might be 2-3 years outdated. But I think if you're in product marketing and you're lucky enough to have an adacent growth team, first of all, partner with them. Doubt it'll feel natural at first, bu......Read More

882 Views

What are the most successful enablement practices you have conducted in your experience to help assist with small, medium, or large product launches?

Daniel J. Murphy

Marketing Strategy Consultant • September 23

This is not a great answer but the best approach for enablement is overcommunicating. Taking every opportunity to pitch the launch: why it will make sales more money, why it will help CS save customers, etc. Not just at meetings but on Slack every week too. Share updates, share customer feedb......Read More

836 Views

Credentials & Highlights

Marketing Strategy Consultant