Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
Product launch and land: answering the what, wh...
Search
Product Marketing Alliance
PRO
February 01, 2021
Education
0
510
Product launch and land: answering the what, why, when, and how
Product Marketing Alliance
PRO
February 01, 2021
Tweet
Share
More Decks by Product Marketing Alliance
See All by Product Marketing Alliance
14.30_Mukul_RINGCENTRAL_-_OWN_PC.pdf
productmarketing
PRO
4
360
Product marketing’s influence on the product roadmap
productmarketing
PRO
2
910
Georgia_Diaconescu_Monese.pdf
productmarketing
PRO
0
800
Journey from local B2C to global B2B
productmarketing
PRO
0
430
James_Doman-Pipe_Headstart.pdf
productmarketing
PRO
0
320
Competitive intelligence at the speed of DevOps
productmarketing
PRO
1
510
A 3-step methodology for repositioning a product or service
productmarketing
PRO
0
550
Product marketing into your company goals
productmarketing
PRO
0
610
How to build products that meet customer needs
productmarketing
PRO
0
970
Other Decks in Education
See All in Education
Ch4_-_Cours_1.pdf
bernhardsvt
0
130
ニュースメディアにおける生成 AI の活用と開発 / UTokyo Lecture Business Introduction
upura
0
230
BrightonSEO, San Diego, CA 2024
mchowning
0
120
1113
cbtlibrary
0
290
HCI Research Methods - Lecture 7 - Human-Computer Interaction (1023841ANR)
signer
PRO
0
850
Mathematics used in cryptography around us
herumi
2
740
Bitcoin Lightning Network en pratique
rlifchitz
0
110
Tips for the Presentation - Lecture 2 - Advanced Topics in Big Data (4023256FNR)
signer
PRO
0
200
5 Things Every L&D Pro Should Steal from Marketing
tmiket
0
150
Web 2.0 Patterns and Technologies - Lecture 8 - Web Technologies (1019888BNR)
signer
PRO
0
2.5k
Sähköiset kyselyt, kokeet ja arviointi
matleenalaakso
1
18k
小学校プログラミング教育、次の5年に向けて 〜つくること・学ぶことの歓びへ〜 /NextGenerationOfProgrammingEducation
kiriem
2
360
Featured
See All Featured
Building Adaptive Systems
keathley
40
2.4k
RailsConf 2023
tenderlove
29
1k
Chrome DevTools: State of the Union 2024 - Debugging React & Beyond
addyosmani
4
320
Being A Developer After 40
akosma
89
590k
YesSQL, Process and Tooling at Scale
rocio
172
14k
Fireside Chat
paigeccino
34
3.2k
Practical Orchestrator
shlominoach
186
10k
Building Better People: How to give real-time feedback that sticks.
wjessup
367
19k
Let's Do A Bunch of Simple Stuff to Make Websites Faster
chriscoyier
507
140k
GitHub's CSS Performance
jonrohan
1030
460k
StorybookのUI Testing Handbookを読んだ
zakiyama
28
5.5k
Dealing with People You Can't Stand - Big Design 2015
cassininazir
366
25k
Transcript
Product Launch & Land Answering the what, why, when and
how Seiyonne Suriyakumar | Product Marketing, HelloSign
Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda
Land (and re-launch)
Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda
Land (and re-launch)
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
Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda
Land (and re-launch)
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
Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda
Land (and re-launch) Key Lesson Learned
Setting yourself up for success is all about setting the
right expectations and aligning on goals
Align on guiding principles Align on goals & success metrics
Actively gather feedback Align on launch team
Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda
Land (and re-launch)
Make micro-adjustments based on initial data; fall back on your
guiding principles and optimize for getting feedback
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
Why launches Building a launch plan Pre-Launch In-Flight Today’s Agenda
Land (and re-launch)
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
Keep talking to customers Post mortem with the team Adjust
and pivot Plan your next launch (ABL)
Why launches Building a launch plan Pre-Launch In-Flight Let’s Recap
Land (and land)
Questions?