The Story of HubSpot Product Launches (Maggie Hibma) ProductCamp Boston 2014
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The Story of HubSpot Product Launches (Maggie Hibma) ProductCamp Boston 2014

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Every product has a story. HubSpot's story starts with founders Dharmesh Shah and Brian Halligan taking on a new kind of marketing initiative and turning it into tangible software for marketers. But ...

Every product has a story. HubSpot's story starts with founders Dharmesh Shah and Brian Halligan taking on a new kind of marketing initiative and turning it into tangible software for marketers. But that's not where HubSpot's story ends - and it continues every day through the new features and functionality we launch that affects our 10,000 paying customers, countless prospects, and a fleet of sales folks ready to sell, sell, sell. How do we handle it all? We've developed our own guide to successful product launches that we practice every day.

Come join product marketers Jeff Russo and Maggie Hibma from HubSpot for a glimpse inside how HubSpot does product launches, from setting the story with our development team all the way through tracking customer adoption and further education. We'll talk about our launch strategies, our "menu" of communication channels and what we consider a successful launch on the product marketing team. Because launching a new product isn't about announcing to the world it's arrived - it's about telling the world the story of why it should matter to them.

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The Story of HubSpot Product Launches (Maggie Hibma) ProductCamp Boston 2014 The Story of HubSpot Product Launches (Maggie Hibma) ProductCamp Boston 2014 Presentation Transcript

  • Does Product Launches How
  • WHO WE ARE, WHAT WE DO Maggie HibmaJeffrey Russo Product Managers Product Marketing Managers HubSpot Public
  • WHAT DOES SUCCESS LOOK LIKE?
  • WHAT DOES SUCCESS LOOK LIKE? Understand your audience. Identify your differentiator. Be a great storyteller. TAKEAWAY: Successful product launches include understanding your audience, identifying your unique differentiator, and telling a great story.
  • THE NECESSARY INGREDIENTS... • A clear, well articulated vision. (Why are you here?) “At HubSpot, our mission is to transform how organizations attract, engage, and delight their customers.” • Use it as the starting point for everything you do, big or small. • Consistency + reinforcement helps people understand your message. • An understanding of your audience. (No, really.) • Demos, user testing, interviews, working with customer facing teams • Informs everything you do. Fodder for content, identifies anchor tenants. • A deep knowledge of the product. • Sitting side by side with product & engineering teams. • Informs our positioning. Helps us inform product development. TAKEAWAY: Upstream and downstream connections are important ingredients for great product marketing and a successful launch.
  • PLANNING YOUR LAUNCH: PRE-LAUNCH We’re in the business of delightion. #SFTC #DFTC “We try to work backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it.” - Ian McAllister, General Manager, Amazon TAKEAWAY: Being on the same page with your product team is critical to a successful launch.
  • PLANNING YOUR LAUNCH: CONTENT CREATION BEST PRACTICES • THOUGHT LEADERSHIP SALES RESOURCES • PRODUCT-CENTRIC CONTENT CUSTOMER RESOURCES • USAGE-DRIVERS TAKEAWAY: Content is a huge lever on your most important metrics. And you can start creating it right now.
  • THE DAY OF YOUR LAUNCH • Check your schedule • Check your channels • Check your metrics Are we tracking *everything*? Are my channels prepped? Am I available today for Q’s? TAKEAWAY: Launch days can be crazy. Set yourself up for success.
  • AFTER THE LAUNCH • Measuring awareness • Track media mentions, social activity, overall scale of reach • “Buzz” seems nebulous, but does translate to downstream demand • Measuring the success of individual assets • Track new leads, reconversions + assists, team usage, referring traffic • Gives us a rough idea of the impact of different assets + efforts • Measuring lead to customer conversion rate • Is the feature coming up as a factor in won deals? • Most critical metric – judge of launch success and product success • Measuring adoption • 30 – 60 – 90 – 120 days after launch- is it being used? How deeply? • Closes the loop on our efforts + ensure product success TAKEAWAY: Measure what you can, but realize that some valuable activities are hard to quantify the impact of.
  • THANK YOU!