Product launch and land: answering the what, why, when, and how

Transcript

1. Product Launch & Land Answering the what, why, when and how Seiyonne Suriyakumar | Product Marketing, HelloSign
2. Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda Land (and re-launch)
3. Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda Land (and re-launch)
4. 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
5. Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda Land (and re-launch)
6. 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
7. Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda Land (and re-launch) Key Lesson Learned
8. Setting yourself up for success is all about setting the right expectations and aligning on goals
9. Align on guiding principles Align on goals & success metrics Actively gather feedback Align on launch team
10. Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda Land (and re-launch)
11. Make micro-adjustments based on initial data; fall back on your guiding principles and optimize for getting feedback
12. 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
13. Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda Land (and re-launch)
14. 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
15. Keep talking to customers Post mortem with the team Adjust and pivot Plan your next launch (ABL)
16. Why launches Building a launch plan Pre-Launch In-Flight Let’s Recap Land (and land)
17. Questions?