How To Launch A Product: 7 Tips To Drive Demand

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A 7 Step Checklist to Nail Your Next Product Launch and Drive Demand

Whether you’re
launching something

Launching something

Or launching to your product

Product launches can be a huge
source of ________ .

to make sure you have your bases
covered and to set you up to
So we wanted to create a
your next product launch.

Product Marketers
Growth Marketers
Customer Marketers
And anyone in-between that’s focused on
launching a product and driv...

Just in case you only take ONE slide from this deck.

Just in case you only take ONE slide from this deck.
(Go ahead, this is your chance to take a screenshot)
1. Talk to custo...

But in reality, there are
no shortcuts.
So, instead of the TL: DR version

PS. Want product marketing tips right to
your inbox once a week?
Click here to subscribe.
(no spam, just one email, once a...

Yes, we believe in shipping fast.
That’s our CEO @dcancel.
His motto is “just ship it!”

...there’s never been a successful
launch that wasn’t grounded in at
least a little bit of research.

Neil Patel
Co-founder of Crazy Egg,
Hello Bar and KISSmetrics
The sooner you learn about your
customers, the faster you’ll...

Some call it research.
Some call it
customer development.

But regardless of what you call it,

That you get out of the building and

When you’re talking to customers, you’re
going to hear a lot of things like:
and

But as a marketer it’s your job to filter out
the noise and only listen for one thing:

Push yourself to go deeper,
ask better questions
and you’ll get better answers.

One of the best frameworks for
discovering pain is

Sandler’s process pushes you to go deeper
and uncover the underlying reasons for
your prospect’s pain vs. stopping at the
...

You don’t need to talk to the entire world when
doing research!
Just 12-15 one-on-one customer interviews will
reveal abou...

Now it’s time to turn all of that
customer development research into
something actionable.

There are a million ways to write a
positioning statement.

But you don’t need to get caught up in all of
the textbooks, tutorials, and worksheets.

Just focus on answering these three
questions when it comes to your product:

*But if you do want a worksheet. Here’s a
good exercise to nail down your positioning.

Just fill out each one of these bullets:
Source: Mike Troiano & Intelligently

Don’t think about what your product does.
Anyone can write about features.
Think about the super powers that your product
...

Now that you have positioning, everyone at
your company needs to know it.

This step is hugely underrated.

Positioning will never stick unless everyone
is on the same page.
If you can’t even get employees to buy-in,
what makes yo...

Spend the time to key stakeholders on board.
The more people internally that are invested and
excited about your launch, t...

There’s usually a great plan behind every

As Ben Franklin once said (most
likely about product launches):

Don’t let all of your hard work on customer
development and positioning go to waste.

When creating your launch plan, start with
your goal and work backwards.

If your goal is 100 new customers, what
do you need to do to get there?
If your goal is to cross-sell to 3,000
existing cu...

Once you’ve set a clear goal, make a list of
every single marketing activity you can
think of.
Don’t take anything off the...

Don’t just think of things like “we’ll write a
blog post” and “we’ll send an email.”
Those are table stakes.

Think of things like using SumoMe to do a homepage
takeover to capture email addresses,
posting on sites like Reddit and I...

Once you have your list of ideas, go through it again
and pick out 2-3 activities for each channel.
You don’t have to do t...

“The biggest problem we’ve encountered is lack of
preparation: Companies are so focused on designing
and manufacturing new...

Getting marketing ready is
just as important
as getting the product ready.

Choosing which channels to include in your plan
can be overwhelming.
Gabriel Weinberg and Justin Mares provide a
helpful (...

Now that you’ve prioritized all of your
launch activities, it’s time to get to work on
creating all of the assets you’ll n...

This should be everything from demo decks
to product screenshots, sales materials,
landing pages and website updates.

If you need creative or web design
resources to help with these assets, make
sure those deadlines are factored into
your l...

Don’t forget about tracking. Think of
tracking as an asset you’re creating.
It’s just as important to be able to measure
d...

Seed the market.
Just because you haven’t launched yet doesn’t
mean you can’t be out there sharing that content
and talkin...

Internal communication can be
just as important as external
communication with a product launch.

Before launch, make sure all key
stakeholders are prepped and ready to go.

Email, Slack and the Wiki are great
channels to reinforce messages, but if you
are getting ready for a big launch, don’t h...

Regardless of whether you’re an early stage startup or
have a product marketing army at your disposal,
using this checklis...

But just remember.
That’s Mike Tyson. He said this.

So be ready to adjust on the fly.

Thanks for reading!

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