Go-To-Market Strategy & Messaging for SaaS Feature Launch

Overview A fast-growing SaaS startup was preparing to launch one of their biggest features yet—one that could shift the perception of their product and help unlock growth in new customer segments. They needed a clear go-to-market plan, a crisp value story, and messaging that would resonate across both existing customers and new acquisition channels.

I started by immersing myself in the product and understanding how customers interacted with its current offering. From there, I conducted competitive research to analyze how similar features were positioned in-market, where the messaging gaps were, and how this launch could stand out.

The result: a focused GTM brief that mapped out the “what, who, and how” of the launch—paired with strong messaging pillars and launch-ready communications across channels.

Competitive positioning audit of similar features across key competitors

GTM brief outlining launch goals, timeline, audience focus, risk factors, and recommended channels

Messaging pillars tailored to ICPs and mapped to user pain points

Launch copy for existing customers via email and in-app

Acquisition copy for web landing page and app store listings

Public “general availability” messaging ready for announcement day

This launch helped the startup:

Frame the feature around real user value, not just tech specs

Speak with clarity and consistency across teams and channels

Generate excitement within the customer base while drawing attention from new audiences

Feel fully prepared for go-live with messaging assets and strategy in hand