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Product launch and land: answering the what, why, when, and how
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Product Marketing Alliance
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February 01, 2021
Education
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Product launch and land: answering the what, why, when, and how
Product Marketing Alliance
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February 01, 2021
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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?