How to Plan Your Product Launch [Webinar Slides]
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This webinar presentation provides a 7-step framework for planning a successful product launch: 1) Frame the problem by identifying customer needs, 2) Identify target audiences and objectives, 3) Use a content pillar approach to map content to the sales cycle, 4) Feed content to multiple channels, 5) Take advantage of marketing technology, 6) Execute and enable internal teams, 7) Measure results, gather feedback, and develop an ongoing awareness plan. The presentation emphasizes identifying customer problems, developing targeted content for personas, using various social and content channels, and measuring success metrics.
How to Plan Your Product Launch [Webinar Slides]
- 1. HOW TO PLAN YOUR PRODUCT MARKETING LAUNCH A webinar with Mathew Sweezey and Jesse Noyes June 17, 2015
- 2. HOUSEKEEPING This presentation WILL BE recorded Follow #launchit Q&A to follow Questions in the chat box, please
- 3. Mathew Sweezey Principal of Marketing Insights Salesforce Jesse Noyes Senior Director of Product Marketing and Content Kapost
- 4. More than 95% of new products launched each y ear…. fail.@noyesjesse
- 5. T oday , we'll walk through the steps to mak e a W IN N IN G product launch strategy . @noyesjesse
- 6. # 1: F rame the problem. @noyesjesse
- 7. Identify ing B uy ers' N eeds How much buyers are trying to solve their problems How much buyers are searching for your solution @noyesjesse
- 8. # 2: Identify y our target audience and objective. @noyesjesse@msweezey
- 9. 66% of B 2B mark eters are challenged with developing targeted content by buy er persona and sales stage. @noyesjesse@msweezey
- 10. # 3: Use a content pillar approach. @msweezey@noyesjesse
- 11. Map Content to E very S tage of the S ales Cy cle @msweezey@noyesjesse
- 12. # 4: F eed every channel. Podcast S lideS hare Blog PR /AR S ocial E vents Partners Website Content asset / Campaign @noyesjesse@msweezey
- 13. B 2B mark eters use an average of 15 tactics… …and 7 different social platforms @noyesjesse@msweezey
- 14. # 5: T ak e advantage of mark eting technology . @msweezey@noyesjesse
- 15. CMOs will hold 10% of the tech budget by the end of this y ear. @noyesjesse
- 16. # 6: E x ecute + enable internal teams. @msweezey
- 17. Give y our teams an internal library @msweezey
- 18. # 7: Measure results, gather internal feedback , and developing a continued awareness plan. @noyesjesse
- 19. W hat to measure? Internal R each E x ternal R each L ead & R evenue A ttribution @noyesjesse
- 20. BULLSEYE! Or at l east get t i ng cl oser . @noyesjesse
- 21. Q&A