Product Launch & Land
Answering the what, why, when and how
Seiyonne Suriyakumar | Product Marketing, HelloSign
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Why launches
Building a launch plan
Pre-Launch
In-Flight
Today’s
Agenda
Land (and re-launch)
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Why launches
Building a launch plan
Pre-Launch
In-Flight
Today’s
Agenda
Land (and re-launch)
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What does a great product marketer do?
Market sizing &
requirements
Pricing and
packaging
Narrative
development
Content
development
Messaging and
positioning
Product /
roadmap
advocate
Target market &
audience
identification
Voice of
customer expert
Product Launch
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Why launches
Building a launch plan
Pre-Launch
In-Flight
Today’s
Agenda
Land (and re-launch)
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Building your launch plan
1. Problem statement and benefits
2. Messaging and positioning
3. Launch tier
4. Launch timeline
● What problem (s) are you solving?
● How bad is the pain?
● Why should customers care?
● How will their lives be better?
Tier 4
Tier 1
Tier 2
Tier 3
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Why launches
Building a launch plan
Pre-Launch
In-Flight
Today’s
Agenda
Land (and re-launch)
Key Lesson Learned
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Setting yourself up for success is all
about setting the right expectations and
aligning on goals
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Align on guiding principles
Align on goals & success metrics
Actively gather feedback
Align on launch team
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Why launches
Building a launch plan
Pre-Launch
In-Flight
Today’s
Agenda
Land (and re-launch)
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Make micro-adjustments based on initial
data; fall back on your guiding principles
and optimize for getting feedback
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Talk to as many prospects / customers as you can
Adjust weekly, not monthly or quarterly
Do things that don’t scale
● 1% week over week growth = 1.7x growth annually
● 5% week over week growth = 12.6x growth annually
● 7% week over week growth = 33.7x growth annually
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Why launches
Building a launch plan
Pre-Launch
In-Flight
Today’s
Agenda
Land (and re-launch)
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Take stock of what you learned and where
you plan to go from here; each launch should
make you smarter and more effective as a
product marketer
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Keep talking to customers
Post mortem with the team
Adjust and pivot
Plan your next launch (ABL)
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Why launches
Building a launch plan
Pre-Launch
In-Flight
Let’s
Recap
Land (and land)