I have worked on a dozen or more marketing product launches in the previous few years as the director of marketing communications for Silicon Valley firms. An essential and integral aspect of the company process is introducing new product features to the market. These upgrades have been under development by the engineering team for some months, and if you are a SaaS provider who is not constantly improving your offering, you are out of current.
The marketing department now has to convey the appropriate story in the right way; innovation is only the start. Here are the components that are most important for a startup or smaller software company’s public launch.
1. Initial Product Management Meeting
To receive clarity on the announcement, including its features, release date, and potential risks, schedule a debrief with your product management leader before launching the product. Does the story merit planning a launch?
The deliverables will depend on whether the update is a significant tier one launch or a more manageable tier two launch. It is ideal to have a product marketing director or manager on staff who will serve as the primary point of contact for product management and oversee the marketing launch.
2. Hold a Product Messaging Session
Meet with the key decision-makers in your company to discuss the storyline, product name (if appropriate), and how you want to describe the new release. Invest as much time as you can in order to have all the components necessary for the different assets you want to produce, from the high-level press release to any technical paperwork. Prior to the call, do your homework to find out what comparable features your top rivals have disclosed. If you are coming up with a new product name, do your homework to make sure you will not be infringing on any copyrights.
3. Produce a launch strategy
You will need four to six weeks to execute, weekly meetings to keep everyone on the same page with deliverables, and more time depending on the elements you will add and the significance of the announcement. Your internal messaging system’s dedicated launch channel can help to simplify communications.
4. Customer feedback
Giving a few select clients beta access or providing a brief presentation and demo could be very beneficial for a launch. Customers’ feedback on the product you are currently releasing can help you improve your messaging and launch strategy as a whole. Additionally, customers could agree to participate in media appearances and offer a quote for the press release.
5. Relations with Analysts
If at all possible, invite popular analyst services like Gartner and Forrester to a pre-launch briefing if you have subscriptions to them. They might also provide a quote for your press release or website. They will probably have a new viewpoint on your go-to-market (GTM) strategy.
Small analysts without subscription options will also value your news. Even if you do not subscribe, many analyst firms will involve you in their own research studies, so it is critical to have open lines of communication and give them timely information to support their work.
6. The Press Statement
Following the messaging call, begin writing the press release. A good idea is to first prepare a larger internal FAQ document that you can then use as a basis for your PR draft. Avoiding jargon and acronyms, being clear and succinct with your news, writing a catchy title, and explaining why the product matters and how it ties into current trends in the opening paragraph are the most crucial things to remember.
To develop a great press release, allow two weeks to discuss the draft internally and get the right input. Also, involve top executives early to avoid last-minute modifications.
7. The Media Pitch
It is well worth the money to hire a seasoned outside PR agency or consultant. Choose an internal spokesperson who will be available for interview requests; often, this person will be one of your founders; and train them in advance of any calls.
8. The Briefing Document
Make an internal media briefing document outlining the main points of the announcement so the spokesperson can consult it prior to and, if necessary, even during the call. This will give the CEO some talking points if they get stuck on a question during the interview, help them keep on topic, and give reporters who do not want a live interview more information.
9. Sales Facilitation
Your entire sales staff must comprehend what you are announcing and know how to effectively convey it. Hold an internal meeting to exchange further facts and develop a two-page solution sheet or brief slide deck with graphics, screenshots, and data points to aid in telling the story. Include sales in your outreach strategy on the launch day by disseminating your press release and any additional materials you have produced, such a blog post.
10. Web and social networking
By modifying the hero image, the copy, the launch visuals, and the links to the press release or blog, you may highlight the news about your product on your home page. Additionally, you ought to use social media to spread the word. Consider setting up a webinar or a video interview with an executive as a follow-up event for tier one announcements.
A marketing product launch requires a variety of components, including: Though it is preferable to start planning sooner, keep in mind that product releases can experience last-minute modifications. As the product team navigates these final modifications, be accommodating and helpful to them.
