5 Tips to Nail a Successful Product Launch

Drew Beechler
Oct 24, 2017 · 7 min read

1. Understand Your Goals

As with any good campaign, marketing program, or business objective, it’s a good idea to start with your goal and the underlying drivers. Start with your “why”—why are we launching this product, campaign, company, etc. If you can, take that a step farther and drill down a few layers of “whys” (see Eric Ries’s article, Five Whys, on Taiichi Ohno of Toyota’s invention of this approach).

2. Define Your Launch Priorities

Closely aligned to setting and understanding your goals, it’s imperative for you to also strategically prioritize announcements—especially for a high-growth SaaS company that’s continually building new products and features.

“When everything you ship presents a marketing opportunity, there’s a tendency to announce everything. Don’t do it. “

Matt Hodges, Intercom

In Matt Hodges’s, “Prioritizing product announcements in a SaaS world,” he presents a really simple, yet powerful, framework for prioritizing product announcements. I’ve started to use this framework and methodology on our product launches here at High Alpha as well.

Source: Intercom
Source: Intercom

3. Learn the Art of Launching the Same Product Multiple Times

In a 2013 GV Startup Lab Workshop, Adam Gross, an early Salesforce & Dropbox employee, shared with the audience:

10-Year Anniversary Video of Salesforce Mobile Apps

4. Tie Your Launch to a Larger Event or Trend

If you can, try to coordinate your product launches around special events, trade shows, or larger industry trends or news—like a major data breach, the announcement of breakthrough technology, the rise of autonomous cars, etc.

5. Over-Market Your Product Launch

You don’t want to be the boy that cried wolf, but I think there’s something to be said for over-marketing your product launches. The product launches you actually hear about are the ones that are heavily promoted, well thought-out, and, to a degree, “over-produced”.

Quantifi Launch Video
Structural Product Launch Video
Intercom “Operator” Product Video

High Alpha

Stories, resources, and ideas on the future of enterprise cloud from the High Alpha network and team. Learn more at www.highalpha.com.

Drew Beechler

Written by

@HighAlpha Marketing Director | Digital, Advertising, Branding, & Startups. | Prev. ExactTarget, Salesforce, and Orr Fellowship

High Alpha

Stories, resources, and ideas on the future of enterprise cloud from the High Alpha network and team. Learn more at www.highalpha.com.