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Not all launches are created equal. Here's a simple cheat sheet for prioritizing yours. As the saying goes: “if everything is important then nothing is.” If you over-sell every launch, you can drown out the important ones. Customers won't be able to keep up. You'll see diminishing returns due to customer fatigue. Which is why launch tiers exist. They help you align everyone in your org around a simple framework for prioritizing your launches. What does a launch tier framework look like? First, a big shoutout to Matt Hodges for sharing the first prioritization framework I'd ever seen back in 2016. Google "Prioritizing product announcements in a SaaS world" to see what his team used at Intercom. Lately, I've been a big fan of Mark Assini's evolution that looks at two key factors: 📈 BUSINESS VALUE Does this launch have a direct impact on revenue and profit? WIll it help you acquire customers, increase revenue, or reduce operating costs? 📈 CUSTOMER VALUE Does this launch have a direct impact on the value customers get from your product? Will it increase their ability to drive a desired outcome? However, those two factors only determine your launch tier in an ideal situation, where you have the required amount of: ⏳ Time 💰 Budget 👥 People Unfortunately, you don’t always have those things. If not, you either need to adjust internal expectations (change your launch tier) or negotiate additional time and resources. Once you have a methodology for assigning a launch tier, you can then move to deciding what other expectations and marketing tactics fall within each tier. I'll save that for another post. #productmarketing #readyforlaunch #productlaunch PS. Looking to up-level your product launches? Check out Ready for Launch - the PMM’s guide to product launches. Bit(dot)ly/ready-for-launch Our next cohort starts March 26th!

How much impact did speaking to 50+ customers have on a 25 year old SaaS company? Mei Ching Koon joined Squiz as Chief Marketing Officer in December 2021 and quickly went about 3 big things 👉 Worked with Leonie May, Senior Product Marketing Manager, to speak with over 50 customers and key leaders across the business in product, sales, customer success, and marketing 👉 Presented those insights to the executive without the fear of any sacred cows 👉 Brought together a disjointed product suite into an aligned product development -> go to market -> sales -> onboarding experience The result? 📈 Sustained Double Digit growth First Party Buyer Insights overcome internal assumptions and "we've always done it this way" thinking Well equiped teams can gather this research quickly when you've got strong muscle memory to execute. It doesn't have to take 6 - 12 months and $100k + But it does require commitment and knowing both what questions to ask and how to interpret the feedback. With teams already stretched and struggling with limited resources, it is often helpful to leverage a specialist external agency to quickly conduct this research and provide unbiased feedback. Armed with this new information, when you have a culture of collaboration and a willingness to change you can quickly implement quick wins. Mei and her small team have been able to accomplish amazing things in a short amount of time. See the full episode below for even more great learnings. #growth #saas #gotomarket #buyerledgrowthshow

You’ve built your SaaS product, but how do you effectively introduce it to your target audience to drive demand and boost user adoption right from day ONE? This is where the brain-racking starts. Driving demand and acquiring users are the major goals for every SaaS start-up but many (with and without market fit) fail from the very beginning. As a SaaS product owner or product marketer, your product launch is a very important step in setting the tone for how your product will be received in the market. It’s an opportunity to generate excitement, build anticipation, attract initial users, and drive early adoption. Here is a checklist to help you plan your product launch for an increased ROI. ☕ Conduct market research. ☕ Set goals and metrics. ☕ Create a marketing strategy. ☕ Create a promotional plan. ☕ Prepare onboarding and support process. ☕ Choose distribution channels. ☕ Confirm technical readiness. ☕ Create marketing materials. ☕ Conduct beta testing. ☕ Plan launch event. ☕ Launch product. ☕ Measure performance metrics ☕ Gather user feedback and reiterate to improve the product. 🔁 Repost if you find this helpful. #productlaunch #saasproduct #saasfounder #productmarketing #saasmetrics #productadoption

Here’s why I’m all in on the buyer journey flywheel this year A few weeks ago, I boldly said, “The sales funnel was f&@%ed.” https://lnkd.in/ePNZdpYp And here’s why the buyer journey flywheel is not only a better fit but a gamechanger for growth. 🚀 The funnel only flows down and toward an end (conversion). The flywheel is a lifecycle that continues back into itself (ie. customer renews, expands, or even advocates for you) The funnel is also usually designed as sort of a waterfall (ie. marketing hands over to sales) The flywheel should be considered as agile (ie. where not only does marketing and sales scrum, but also customer success). Let’s break down the science behind the flywheel. Simplicity: Keep it simple! The flywheel operates on three stages: → Attract → Engage → Delight Each stage is crystal clear, with one or two key actions. Attract→ Opportunities Engage→ Customers Delight→ Renewal/Expansion or Referrals (ie. new leads via advocates) No fluff, no overcomplication. Just a straightforward path that guides your customers seamlessly. Velocity: Keep the flywheel moving, you need to reduce friction and increase torque. What does this mean? → Reduce Friction: Streamline processes, optimize customer interactions, and eliminate bottlenecks. → Increase Torque: Enhance your team's skills, leverage technology, and keep your customer base engaged and happy. A well-oiled flywheel spins faster, propelling your growth. ⚙️ BONUS → Compounding: The beauty of a flywheel is in its compounding nature. Once it starts spinning, it gains momentum on its own. This isn’t about a linear path from point A to B. Take this to the NEXT LEVEL by introducing Growth Loops. Imagine that not only are you setting one wheel in motion, but a 2nd or a 3rd. It’s about setting things in motion and letting them perpetuate exponential growth. It’s not about the start or the end. It’s about creating and growing the momentum. 🔄 Thank you to Maja Voje for the bonus content 👇 Follow me if you like this 🤔Share your thoughts below ♻️ Repost this if you think it can help someone else #gotomarket #productmarketing #leadership #strategy #buyerjourney

🧐 If you're still not tracking your #OKRs, you’re probably missing clarity and direction in your #ProductMarketing efforts! 👉 Objectives are high-level goals a product marketing team sets to describe what they want to achieve, focusing on the big picture. These goals need to be clear, measurable, and time-bound. 👉 Key Results are specific, measurable metrics that show progress toward those goals. They serve as quantifiable success indicators and help teams align with their priorities. Are you taking advantage of OKRs? Share in the comments below!

SaaS founders, building #MVPs, should leverage #ProductLedGrowth. PLG should be baked into your acquisition and activation workflows right from the get-go and should not be an after thought. While PLG strategies have evolved over time but below are 3 things key take aways to keep in mind - ✍ Design a Killer Narrative ✅ Have a strong narrative, with a clear point of view. ✅ Build credibility - align the narrative to the problem your product resolves for your target audience.  ✅ Ensure your narratives have the psychological elements of a story. 🎤 Build a Movement ✅ Product led growth emphasises on communities - build one !  ✅ A strong narrative precedes community building, creating a sense of belonging. ✅ Communities act as a moat, setting rules and providing social proof at scale. 🏆 Drive Adoption Through Narratives ✅ Use narrative-driven launches and content to drive adoption. ✅ Consistent product launches expand use cases and upsell opportunities. ✅ You can use webinars, content, and customer prescriptions. #marketing #saasproduct #saasgrowth

🚀 Reflecting on an Inspiring Week of Learning! 🌟 During week 3 of our journey, we immersed ourselves in the fascinating world of growth, user acquisition, and product marketing. Guided by the wisdom of Kunal Parekh, our sessions were nothing short of enlightening. 🌱 Product Life Cycle Exploration: We dissected the product life cycle, uncovering its various stages. From inception to maturity, each phase revealed unique challenges and opportunities. We also dived into lead generation strategies, including leveraging social media and forming strategic partnerships. 🔬 Beta Testing and Customer Acquisition: Navigating the intricacies of beta testing, we fine-tuned our approach to ensure a seamless product launch. Customer acquisition strategies became our compass, guiding us toward sustainable growth. 📊 Analytics and Customer Insights: Our journey extended to customer retention plans and analytics matrices. We explored the Net Promoter Score (NPS) as a powerful tool for measuring customer satisfaction. 🕵🏻 Crafting Effective Go-to-Market Strategies: Armed with newfound knowledge, we honed our skills in crafting comprehensive go-to-market strategies. Understanding the competitive landscape and analyzing market dynamics empowered us to make informed decisions. 🛠 Ready to Make an Impact: With invaluable insights, we’re prepared to tackle challenges head-on and drive meaningful impact in the ever-evolving landscape of product marketing. Thank you, Kunal Parekh & Growjunction for sharing your expertise! 🙌 #LearningJourney #ProductMarketing #GrowthStrategies #Growjunction

🚀 𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 𝗶𝗻 𝗦𝗮𝗮𝗦 𝘁𝗮𝗸𝗲𝘀 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗮 𝗴𝗿𝗲𝗮𝘁 𝗽𝗿𝗼𝗱𝘂𝗰𝘁—𝗶𝘁 𝘁𝗮𝗸𝗲𝘀 𝗮 𝗴𝘂𝗶𝗱𝗶𝗻𝗴 𝘃𝗼𝗶𝗰𝗲. In a fast-evolving industry, SaaS companies that address key industry challenges with insightful, forward-thinking content can position themselves as essential resources. From emerging tech trends to customer pain points, thought leadership content that educates and supports is invaluable. When SaaS brands focus on helping their audience make informed decisions, they’re doing more than marketing—they’re leading. Our latest article dives into practical ways SaaS companies can use thought leadership to build trust and stand out in a competitive market. If your team is looking to strengthen its approach, take a look at our last post. #SaaSIndustry #ContentStrategy #ThoughtLeadership #BuildingTrust #IndustryChallenges #AlphaPTech

Many make the mistake of building a product for months, then launching with a single tweet, expecting instant success. However, a successful launch involves strategic steps and planning. Start by preparing: - Compile email lists - Build a following - Gather contacts - Stay active in communities Next, activate your marketing channels. Test three different ones, analyze results, and iterate. When launching Feedbackloop, I sent an email before bed and woke up to surprising sales. Yet, sales slowed as I focused on feedback and optimizing the landing page. Here's my launch plan 🚀: After finishing my MVP, I share it with a select few from my network for feedback (using Feedbackloop). Then, I draft a series of emails for my newsletter, telling a story around the new SaaS. I rely on emails, content, and word of mouth—three channels that work excellently for me.

Have you read our latest newsletter yet? 📰 This time Briana Brown took over and shared how to effectively map horizontal projects. 🗺️ Get insights on: 🎯 How do you decide where to focus? 🔍 Relevant use cases 📈 How do you know if your bets are working?  🆕When is it time to expand into a new vertical? 👥 What's the best way to structure a product marketing team for a horizontal product? Horizontal experience is valuable for vertical SaaS roles (and vice versa). It brings expertise in creating diverse strategies and understanding different industries/users. The fundamentals of focus apply in any context. 🔀 Access the full newsletter with the link in the comments and let us know if you've had experience with marketing horizontal products and what challenges have you encountered 💬 #productmarketing #horizontalproducts #verticalproducts #olivinemarketing