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How HubSpot Launches Products - ProductCamp Boston

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Learn how HubSpot launches products and the Go to Market process we utilize. This presentation was made for ProductCamp Boston 2016.

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How HubSpot Launches Products - ProductCamp Boston

  1. 1. How HubSpot Launches Products
  2. 2. Partner Day Event 2015 Narrative 1 Hi. Jeffrey Vocell Principal Product Marketing Manager @jvocell
  3. 3. We’re going to talk about 1. How Product Marketing is Structured 2. Launch Process 3. HubSpot’s Three Seasons 4. Q&A? @jvocell
  4. 4. Product Marketing at HubSpot Structure @jvocell
  5. 5. Kipp Bodnar CMO VP, Content & Product Marketing VP, Demand Gen VP, Brand & Buzz VP, Sales Marketing @jvocell
  6. 6. Team Manager PMM PMM PMM PMM @jvocell VP, Content & Product Marketing
  7. 7. Product Manager Product Marketing Manager Work as a part of a small autonomous team to define, and understand a problem then deliver a solution. @jvocell
  8. 8. We have no roadmap
  9. 9. Or sprints
  10. 10. Instead, we focus on big themes that Solve For The Customer (SFTC) @jvocell
  11. 11. Product Marketing at HubSpot Launch Process @jvocell
  12. 12. Product launches are a lot like overnight success. Many think they just happen. In reality, a lot of planning and hard work goes into a successful launch.
  13. 13. 1. How differentiating is this change? 2. How intuitive is this change? There are two questions we ask for every release:
  14. 14. A quick example of non marketable, and intuitive 1. Settings layout change 2. Navigation change
  15. 15. Phase 1: Understanding @jvocell
  16. 16. We’re directly embedded with our teams @jvocell
  17. 17. Deeply understand who you are selling to
  18. 18. Analyze the Market (TAM, GTM, oh my!) @jvocell
  19. 19. Look at competition. How are they positioning their product? Scott Brinker’s Marketing Technology Landscape
  20. 20. Phase II: Positioning @jvocell
  21. 21. Step 1: Write a draft press release
  22. 22. What should you do with the Press Release? • Share it with your Product Manager • If you have a copywriter on staff, get any suggestions from them • Reduce, and revise
  23. 23. Step 2: Create a Creative Brief & Positioning Doc
  24. 24. Phase III: Launch Plan @jvocell
  25. 25. Create a Launch Plan
  26. 26. Step 1: Launch Overview
  27. 27. Step 2: Goals, Positioning, Screenshots
  28. 28. Step 3: Launch Channels
  29. 29. What are Product Notifications?
  30. 30. Launch Channels
  31. 31. Launch Channels •Website • Blog(s) • Customer Blog • Marketing Blog • Sales Blog • Product Updates Blog •Targeted Email • Dedicated Partner Email • Customer Forums on inbound.org • HubSpot Social Channels • Login Screen CTA • Internal Wiki •Video • Press Outreach • HubSpot Academy • HUG Groups • Help Documentation •Webinar • Partner Dropbox • External Tool (i.e. websitegrader.com) • Influencer Outreach • Smart Content • In-App Messaging • Paid Advertising
  32. 32. Step 4: Internal Audiences
  33. 33. What is Product Nation? • Once-a-month meeting with stakeholders from each department to discuss
 latest product updates, feedback, and plans. Led by Product Marketing, but 
 some of the folks involved are:
 • Product Manager • Support Product Expert • Services Product Expert • Sales Product Expert • Implementation Specialist • Inbound Professor (HubSpot Academy) • Sales Engineering
  34. 34. Product Marketing at HubSpot 3 Seasons @jvocell
  35. 35. HubSpot Launch Seasons Seed Season INBOUND INBOUND 2016 Tuna Season
  36. 36. Season 1: INBOUND @jvocell
  37. 37. For a Large INBOUND Release: • Run the Launch Process we went through, but we’ll add: • Message Testing - Generally 25+ weeks ahead of release • Video - Write script and work with in-house video team to produce • Case Study - We will always have a case study, or multiple, for a large scale release. • Nurturing - Nurturing campaigns are launched while the keynote is being delivered • New Web Content/Tools - New pages/microsites/or tools are launched while the keynote is being delivered
  38. 38. Questions? @jvocell
  39. 39. Season 2: Tuna Season
  40. 40. What is Tuna Season? • Tuna season is when we look across the market at industry trends, look at a lot of our own internal data and deeply think about what’s coming next. • From a launch standpoint we are generally releasing smaller releases in this stage, so while we may not actively be working on new launches we work on helping sales.
  41. 41. Season 3: Seed Season
  42. 42. What is Seed Season? • This is when new product development starts. • For Product Marketing, this is also when we immediately start to develop a Total Addressable Market
  43. 43. Questions? @jvocell

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