Inside Olivine #31
The Ultimate Guide to a Successful Product Launch: Insights from Top Product Marketers
At Olivine, we’ve been getting a lot of requests for help with product launches. I gathered stories from some incredible product marketers who’ve led successful launches to show you how we get it done. Whether you’re launching your first product or rolling out new features, this guide breaks down the steps to ensure your launch is a win.
Oh, and if you want to dive deeper into each story, check out our latest blog post!
Step 1: Lay the Groundwork with Research
Before a product launch, preparation is everything. Michael Greene of Klaviyo and Jessica Allen of Experian both emphasized the importance of thorough research to understand market needs.
• Michael Greene, Klaviyo: Michael’s team at Klaviyo identified key gaps in the SMS marketing space by researching their competition, such as Attentive. This helped shape Klaviyo’s positioning and differentiation.
• Jessica Allen, Experian: At Experian, Jessica worked with analysts to get a macro-level view of the data quality industry. Understanding the market helped Jessica create use cases that aligned with real customer challenges.
Pro Tip: Solid research forms the foundation of your messaging and sets you apart from competitors.
Step 2: Craft a Compelling Story
Your product launch doesn’t exist in a vacuum—there’s a story that needs to be told. Clayton Pritchard from Momentum and Raechel Lambert from Olivine both stress the importance of creating a narrative that resonates with your audience.
• Clayton Pritchard, Momentum: For the launch of Momentum’s Upsells & Renewals product, Clayton emphasized tying the launch into an existing company story rather than introducing a completely new one. This ensured the product felt like a natural continuation.
• Raechel Lambert, Olivine: Rae’s story-first approach is about focusing on a Minimum Marketable Product (MMP) that delivers clear value from day one, a lesson she learned when launching Intercom’s Help Center against Zendesk.
Pro Tip: Start with a product story that ties into customer pain points and clearly shows how your product solves them.
Step 3: Choose the Right Channels for Your Launch
Your launch channels can make or break your campaign. Testing different approaches, like Dana Salman’s team at Cloudli or Clayton Pritchard’s multi-channel strategy at Momentum, will help you find the right mix.
• Dana Salman, Cloudli: Dana initially tried Google PPC but found it ineffective against large telecom competitors. She pivoted to LinkedIn and webinars, which performed far better.
• Clayton Pritchard, Momentum: Clayton’s multi-channel strategy included Product Hunt, PR, social media, and outreach to existing customers. The campaign’s success was fueled by this diverse approach.
Pro Tip: Don’t rely on one channel. Test multiple platforms to see which generates the best engagement and leads.
Step 4: Monitor and Adapt in Real Time
No product launch goes exactly according to plan. Michael Greene from Klaviyo and Jessica Allen from Experian share how real-time feedback shaped their success.
• Michael Greene, Klaviyo: By soft-launching to early adopters, Michael’s team collected valuable feedback and adjusted their roadmap to improve the product.
• Jessica Allen, Experian: Jessica stayed on top of stakeholder communication, making sure everyone was aligned as timelines shifted. Keeping everyone in the loop ensured they stayed on course despite delays.
Pro Tip: Stay agile and be ready to pivot based on real-time results and feedback from your users.
Step 5: Maintain Post-Launch Momentum
After the big day, it’s easy to move on to the next project—but keeping momentum going post-launch is key. Shweta Ahooja of Cinnabon emphasizes the need for continuous iteration and support.
• Shweta Ahooja, Cinnabon: Shweta’s product launch became one of the most successful in Cinnabon’s history, but she didn’t stop there. She continued to iterate on marketing strategies and refine the product after its release to maintain excitement and boost customer loyalty.
Pro Tip: Don’t launch and leave—make sure you have post-launch plans to support continued success.
Conclusion
Launching a product isn’t a one-size-fits-all process, but by following these steps—research, storytelling, testing channels, adapting in real-time, and maintaining momentum—you’ll set yourself up for success. These product marketers have proven that clear communication, collaboration, and a willingness to pivot are essential ingredients for a winning launch.
Top LinkedIn post
We’ve all been there—the pressure to launch ASAP can be overwhelming. But the key is to pause and question that urgency. As PMMs, we’re not just here to check off tasks; we’re strategic advisors. Our role is to ensure we’re bringing a product to market that customers will love, not just rushing to meet an internal deadline. It’s about quality and impact, not speed for the sake of it. Let’s focus on launching something meaningful, even when the timeline feels tight.
Fresh finds
Tool I love: Google Calendar - it’s simple and coordinates my four different calendars. My tip for sanity: utilize a shared calendar that’s editable by all your accounts so your calendar is automatically updated and reflected everywhere.
Shallow dive: Sharebird - How can PMMs show that they are adding value within the business to the leadership team? Are there any quick/day-to-day tactics that can help to get buy-in from senior leaders?
Deep dive: Sharebird’s AMA: Asana Director of Product Marketing, Erica Conti on Product Launches
Inside Olivine
Content gems
A better go-to-market launch priority framework that emphasizes customer and business value
Product launches: when should product marketing get involved?
Client happenings
Compete Week is back, and Klue is excited to host its first-ever in-person event in beautiful Vancouver from Oct 28-30, 2024! Attendees can look forward to a world-class lineup of industry leaders. Limited in-person tickets are available, so register ASAP to secure your spot, or join virtually on The Compete Network. Register here: Compete Week Registration
Siteimprove.com has a brand-new look 👀
Got a game-changing idea? It’s time to bring it to life! Join the Vultr and GeeksforGeeks Hackathon and turn your innovation into reality. 🌱
Registration closes on September 20th – sign up now and be part of this groundbreaking event!
Loqate scored their first Best Retail Case 2024 award for their #addressvalidation solution! Congrats!
Job openings
Redis is hiring a Product Marketing Manager
ShipHero is hiring a Product Marketing Manager
Goldsky is hiring a Product Marketing Manager
Nice. Thanks for sharing!