In June of 2018, MassTLC's product marketing peer group met to discuss product launch campaign strategies. Ben Austin from Carbon Black facilitated one of the conversations, here is his presentation.

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The Product Launch Process

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Ben Austin
Product Marketing Manager
Carbon Black

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What is the most important
role Product Marketing plays in
the product launch process?

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ESTABLISHING...
INTERNAL
MOMENTUM
EXTERNAL
DEMAND
INDUSTRY
REQUIREMENTS

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ESTABLISHING...
INTERNAL
MOMENTUM
EXTERNAL
DEMAND
INDUSTRY
REQUIREMENTS

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WHAT DOES “INTERNAL MOMENTUM” MEAN?
FIELD READINESS
Executive Buy-In
Sales EnablementSales Training
Authentic Excitement
Ongoing Communication
Personal Incentives

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INTERNAL READINESS TIMELINE
APRIL MAY JUNE JULY AUGUST SEPTEMBER
Education & Planning
Leadership Meetings
Campaign Planning
Sales All-Hands Meeting
Q2 Q3
Sales Enablement
Demo Training
Regional Meetings
PM/PMM Weekly Office Hours
Momentum
Channel Webinar
Internal Blog Series
Comprehensive Sales Training
Go Live!
SE Training (Update)
Customer Case Study
GA Announcement

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Enablement Content: The Market

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Enablement Content: Product & Process

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ESTABLISHING...
INTERNAL
MOMENTUM
EXTERNAL
DEMAND
INDUSTRY
REQUIREMENTS

13. Target Audiences: Roles
Clever Name
Title
• Instill confidence in IT
• Don’t disrupt business
• Don’t shake things up
• Fix problems
PAIN POINTS
• Lack of information
• Often in quick-fix mode
• Poor security
GOALS
INFOSEC
TECHNICAL
EXPERIENCE
FREQUENCY
Clever Name
Title
• Protect company assets
• Fast time-to-resolution
• Continuous improvement
• Smooth communication
PAIN POINTS
• Alert fatigue
• Triage with limited visibility
• Too many clicks
• Backlog of alerts to assess
• Lack of guidance
GOALS
INFOSEC
TECHNICAL
EXPERIENCE
FREQUENCY

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Top-Level Product Tag
This is where you should write the super strong product description that will appear on datasheets,
boilerplates, product pages, etc.
Product Name
KEY MESSAGE BUSINESS IMPACT & BENEFIT
BENEFIT-BASED
MESSAGE
● What the product allows your customer to achieve
● How that ability directly improves their life
BENEFIT-BASED
MESSAGE
● What the product allows your customer to achieve
● How that ability directly improves their life
BENEFIT-BASED
MESSAGE
● What the product allows your customer to achieve
● How that ability directly improves their life

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WHY
CHANGE?
The Three “Why”s
WHY
NOW?
WHY
[PRODUCT]?

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Third-Party Analyst Research Report
Prospect Webinar
PPC Ads & SEO Content
LAUNCH COLLATERAL
Quick Reference Guide (internal)
Talk Track (internal)
Evaluator’s Guide
Product Datasheet
Sales Slides
CAPTURE
NURTURE
CLOSE
Competitive Battlecards (internal)
Customer Case Study
Roadmap Slides

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ESTABLISHING...
INTERNAL
MOMENTUM
EXTERNAL
DEMAND
INDUSTRY
REQUIREMENTS

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WHAT DOES IT MEAN?
Educate users about
how to evaluate this
type of product.
Set the standard that
competitors need to
live up to.

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20. UNDERSTANDING TOP COMPETITORS
TOP MESSAGES
● See the Truth. Act with Confidence.
● Ask. Know. Act.
● 15-Second Visibility & Control over Every Endpoint.
STRENGTHS
● Strong IT & Ops Value Prop
● Speed & Scalability
● Broad Cross-Platform OS Support
WEAKNESSES
● Inherent architectural flaws
● Poor brand perception in the media
● Security governance only - not true security
TOP MESSAGES
● Any question, every machine
● Black Box Security. Unboxed.
● Your infrastructure as a queryable database.
STRENGTHS
● Free Tool
● Built on Open Source Software
● Broad Cross-Platform OS Support
WEAKNESSES
● Standalone query product
● No brand recognition
● Very limited resources

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TIPS FOR SUCCESS
Leverage Trusted
Analysts
Influence Ideas,
Not Messages
Be Helpful,
Above All Else

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DISCUSSION QUESTIONS
• What are the most important aspects of a launch plan?
• How do you build internal momentum?
• Where do you struggle with launches?
• What is your most successful sales enablement content?
• What’s your opinion about planning a launch around an industry event?

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www.CarbonBlack.com