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
   

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2. Why launches
   Building a launch plan
   Pre-Launch
   In-Flight
   Today’s
   Agenda
   Land (and re-launch)
   

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3. Why launches
   Building a launch plan
   Pre-Launch
   In-Flight
   Today’s
   Agenda
   Land (and re-launch)
   

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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
   

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5. Why launches
   Building a launch plan
   Pre-Launch
   In-Flight
   Today’s
   Agenda
   Land (and re-launch)
   

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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
   

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7. Why launches
   Building a launch plan
   Pre-Launch
   In-Flight
   Today’s
   Agenda
   Land (and re-launch)
   Key Lesson Learned
   

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8. Setting yourself up for success is all
   about setting the right expectations and
   aligning on goals
   

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9. Align on guiding principles
   Align on goals & success metrics
   Actively gather feedback
   Align on launch team
   

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10. Why launches
    Building a launch plan
    Pre-Launch
    In-Flight
    Today’s
    Agenda
    Land (and re-launch)
    

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11. Make micro-adjustments based on initial
    data; fall back on your guiding principles
    and optimize for getting feedback
    

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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
    

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13. Why launches
    Building a launch plan
    Pre-Launch
    In-Flight
    Today’s
    Agenda
    Land (and re-launch)
    

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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
    

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15. Keep talking to customers
    Post mortem with the team
    Adjust and pivot
    Plan your next launch (ABL)
    

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16. Why launches
    Building a launch plan
    Pre-Launch
    In-Flight
    Let’s
    Recap
    Land (and land)
    

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17. Questions?
    

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