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

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

Product Marketing Alliance
PRO

February 01, 2021
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  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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