How to Plan an Effective Product Release
In this video, we're going to talk about what makes for an effective SaaS product launch. I'm gonna be telling you about exactly what your sales, customer success, marketing, and product team need to be doing in order to have an awesome launch.
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0:00 - Introduction to How to Plan an Effective Product Release
0:29 - Product Team
There are two key questions that your product team needs to answer before anything goes out to other teams, including the marketing team.
And that is what is the feature or set of features that are being released and how is it unique from your competition?
The second question is what exactly is going out in version one and what are potentially some of the shortcomings or questions that people may have based off of this first release.
1:34 - Sales Team
This is gonna be one of the most important teams in relation to the launch because your sales team is essentially your hype people.
1:52- How to prep your sales team:
1:56 - Tip #1
In the case where you offer some sort of seven day or 14 day free trial, it can be great to reach out to these people and to reach out to them under the premise of this new product release.
3:04 - Tip #2
A month or two before your big product release, I recommend that your sales team is already talking about these sorts of features.
It can be really useful to have your marketing team prepare a simple slide deck for your sales team to screen share when they're on different calls with your prospects,
4:07 - Tip #4
These are specifically not positioned as sales demos. Instead, they are positioned around some sort of problem that the new product release is going to solve.
4:45 - Tip #5
Those have been really useful to rebuild rapport with prospects that have previously demonstrated a lot of interest.
5:00- Tip #6
If I know there's a big product release coming up, I will work in into our demo process, a place where at least one of those new features is being featured by these sales reps.
5:36 - Preparing your marketing team
Marketing team is arguably just as important as the sales team with relation to a launch when it comes to your product release.
5:50 - What your marketing team's role during the product launch
Creating blog posts
This is where you detail all of the new product releases that are coming up.
Email newsletters
For example, on the blog list or on freebies list in the past, and also launch live events where I'm sharing some of the things that might connect with some of the sales related events that the sales team released too.
Social media posts
What I also recommend you do is to work in some social media posts around your product release, do it before it actually comes out the day of the actual release that links to that blog post, as well as even afterwards.
Paid Ads
This can be a PPC campaign where you target people that have previously visited your site, but maybe not created accounts yet, or it can be past expired free trials.
Educate your partners
This can be as simple as hosting one or two different mini training sessions
8:03 - Customer success team
It can be really useful for example, if they're running a weekly live customer workshop to start talking about the features that are coming up and get customers excited and opted into being notified when the release drops.
9:50 - Other things your customer success team can do
The other things that can be useful for your customer success team to focus on are targeted in-app queues. This can be something like a post announcement where you share some of the things that the marketing team put together.
The last two things I've had customer success teams do in the past is reach out to previously canceled or churned customers and to do some target outreach.
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