Jumpstart Product Adoption With These Demand Gen Tactics Clayton Pritchard November 11, 2019

”If you build it, [they] will come.” Field of Dreams (1989)

Agenda 1 Audience 2 Earned Channels 3 Paid Channels

Who will be interested? 1. Active customers 2. Dormant/churned customers 3. Prospective customers 4. All the above or a subset?

Earned Channels Generally the most cost effective but certainly not “free” In-product Pros • Best way to reach active customers • Higher conversion rate Cons • Unable to reach non- active customer audience • Usually requires engineering Pro tip: Make sure it’s included in product strategy early Email Pros • Can reach almost the whole audience • Relatively fast to set up Cons • Even if you can “reach” the whole audience, they won’t all open Pro tip: Segment your audiences as much as makes sense to increase relevance Press Pros • Large reach • Legitimizes what you’re doing & drives excitement Cons • Time consuming • Not targeted Pro tip: Build relationships before you need them Social Pros • Easy & fast • Can be very visual Cons • Lowest overall reach Pro tip: Use videos to tell a story or show how

Paid Channels Requires budget outside of headcount and gives you a larger reach Display & Social Ads Pros • Very targeted • Useful for awareness & direct response campaigns Cons • Optimizing can be time intensive • Requires an ad budget Pro tip: Use cookies & email targeting to reach owned audiences & lookalikes SEM Pros • Reach your audience when they’re actively searching Cons • Not useful for new product categories • Expensive for competitive industries Pro tip: Use SEM to drive to product/support pages so customers find info they need Industry Events Pros • Targeted audience • Captive audience Cons • Time & money intensive • Can’t control location or date Pro tip: Do not schedule product launches around an event you don’t control OOH Pros • Wide reach • Can generate additional buzz & excitement Cons • Long lead times for large campaigns • High cost Pro tip: To see impact, run multiple placements for multiple months

Thank you