In this project, I created and executed on a marketing strategy for a new product release. The objective was to (1) craft concise marketing messaging about the new product, and (2) use multiple channels to market its' release.

Client Current State:

My client was a small, high-growth B2B SaaS company in the promotional products industry. They had an exciting new product release that would set them clearly apart from competitors in the industry, and be a huge help for existing customers. It was important to market the product launch in a big way that would (1) help existing customers adopt the new product, and (2) get prospective buyers interested in their services.

Multi-Channel Product Release Marketing Strategy

This new product would be a big release for my client in their industry, so it was important to take a multi-faceted approach to the release. We worked together to target the biggest opportunities to use marketing in the launch, and I created and executed a multi-channel marketing plan to announce the release.

Key Deliverables:

INTERNAL DOCUMENTATION: Having everyone on the same page for the release was vital to ensure its' success. After gathering market research, reviewing client feedback, and comparing this new product to competitors, I created internal messaging frameworks and documentation to educate sales, support, and customer management teams on how to talk about the new product and answer questions about it. I presented this documentation at an internal training prior to the release date.

INFORMATIONAL LANDING PAGE: I created a HubSpot landing page announcing the new product with a variety of quick-reference information for both existing customers and prospective buyers to learn about the new product. This landing page included:

Features & benefits of the new product

Customer testimonials from beta-users

Examples of the new product in action

Pricing information & upsell suggestions

Related resources & Help Center links

Blog posts & webinar links with additional info

MARKETING EMAILS: I created and sent several targeted emails in HubSpot to a number of segmented audience lists. These emails were scheduled and sent in tandem with the release, and provided concise messaging that would pertain to the relevant audiences. Reporting and tracking of these emails was included in both HubSpot and Salesforce.

SALES/CUSTOMER MANAGEMENT EMAILS: I wrote separate, conversational announcement emails for the sales and customer management teams to send to the accounts they were working with most. These emails were designed to come from the individual sales or customer management rep, and opened 1:1 conversations about the new product.

PAID ADS: I created and launched a number of paid ads announcing the new product release. These ads were posted on LinkedIn, Meta for Business, and various industry publications/email lists. Each ad was specific to the target audience, and involved related tracking and reporting.

PRESS RELEASE: I wrote and distributed a press release announcing the product launch, using Cision and cross-posting on the company blog and website.

BLOG POSTS: Several blog posts about the new product (and accompanying products and features) were written and posted.

SOCIAL MEDIA POSTS: Several social media posts were launched across Instagram, Facebook, and LinkedIn announcing the new product release.

PENDO NOTIFICATIONS: I wrote, created, and published Pendo notifications to announce the product release in-app to users, and invite them to the introduction/announcement webinar for further education.

WEBINARS: I outlined, hosted, and launched a customer webinar and a prospect webinar educating our respective viewers on the new product and showing them available resources for its' launch.

Results:

This resulted in one of the smoothest product releases this client had to date. The messaging framework and marketing efforts were reused and recycled in later conversations, trade show content, and future releases.