Post on 28-Dec-2015
WHO WE ARE, WHAT WE DO
Maggie HibmaJeffrey Russo
Product Managers
Product Marketing Managers
HubSpot
Public
WHAT DOES SUCCESS LOOK LIKE?
Understand your audience.
Identify your differentiator.
Be a great storyteller.
TAKEAWAY:
Successful product launches include understanding your audience,
identifying your unique differentiator, and telling a great story.
THE NECESSARY INGREDIENTS...
• A clear, well articulated vision.(Why are you here?)
“At HubSpot, our mission is to transform how organizations attract, engage, and delight their customers.”
• Use it as the starting point for everything you do, big or small.
• Consistency + reinforcement helps people understand your message.
• An understanding of your audience. (No, really.)
• Demos, user testing, interviews, working with customer facing teams
• Informs everything you do. Fodder for content, identifies anchor tenants.
• A deep knowledge ofthe product.
• Sitting side by side with product & engineering teams.
• Informs our positioning. Helps us inform product development.
TAKEAWAY:
Upstream and downstream connections are important
ingredients for great product marketing and a successful launch.
PLANNING YOUR LAUNCH: PRE-LAUNCH
We’re in the business of delightion.
#SFTC#DFTC
“We try to work backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it.”- Ian McAllister, General Manager, Amazon
TAKEAWAY:
Being on the same page with your product team is critical to a
successful launch.
PLANNING YOUR LAUNCH: CONTENT CREATION
BEST PRACTICES • THOUGHT LEADERSHIP
SALES RESOURCES • PRODUCT-CENTRIC CONTENT
CUSTOMER RESOURCES • USAGE-DRIVERS
TAKEAWAY:
Content is a huge lever on your most important metrics. And you can start
creating it right now.
THE DAY OF YOUR LAUNCH
• Check your schedule
• Check your channels
• Check your metrics Are we tracking *everything*?
Are my channels prepped?
Am I available today for Q’s?
TAKEAWAY:
Launch days can be crazy. Set yourself up for success.
AFTER THE LAUNCH
• Measuring awareness
• Track media mentions, social activity, overall scale of reach
• “Buzz” seems nebulous, but does translate to downstream demand
• Measuring the successof individual assets
• Track new leads, reconversions + assists, team usage, referring traffic
• Gives us a rough idea of the impact of different assets + efforts
• Measuring lead to customer conversion rate
• Is the feature coming up as a factor in won deals?
• Most critical metric – judge of launch success and product success
• Measuring adoption
• 30 – 60 – 90 – 120 days after launch- is it being used? How deeply?
• Closes the loop on our efforts + ensure product success
TAKEAWAY:
Measure what you can, but realize that some valuable activities are hard
to quantify the impact of.