This webinar presentation provides a 7-step framework for planning a successful product launch: 1) Frame the problem by identifying customer needs, 2) Identify target audiences and objectives, 3) Use a content pillar approach to map content to the sales cycle, 4) Feed content to multiple channels, 5) Take advantage of marketing technology, 6) Execute and enable internal teams, 7) Measure results, gather feedback, and develop an ongoing awareness plan. The presentation emphasizes identifying customer problems, developing targeted content for personas, using various social and content channels, and measuring success metrics.

1. HOW TO PLAN YOUR
PRODUCT MARKETING
LAUNCH
A webinar with
Mathew Sweezey and Jesse Noyes
June 17, 2015

2. HOUSEKEEPING
This presentation WILL BE recorded
Follow #launchit
Q&A to follow
Questions in the chat box, please

3. Mathew Sweezey
Principal of Marketing Insights
Salesforce
Jesse Noyes
Senior Director of Product
Marketing and Content
Kapost

4. More than 95% of new
products launched
each y ear….
fail.@noyesjesse

5. T oday ,
we'll walk
through
the steps
to mak e a
W IN N IN G
product
launch
strategy .
@noyesjesse

6. # 1: F rame the problem.
@noyesjesse

7. Identify ing B uy ers' N eeds
How much
buyers are trying
to solve their
problems
How much
buyers are
searching for
your solution
@noyesjesse

8. # 2: Identify y our target
audience and objective.
@noyesjesse@msweezey

9. 66% of B 2B mark eters are
challenged with developing
targeted content by buy er
persona and sales stage.
@noyesjesse@msweezey

10. # 3: Use a content pillar approach.
@msweezey@noyesjesse

11. Map Content to E very S tage of the
S ales Cy cle
@msweezey@noyesjesse

12. # 4:
F eed
every
channel.
Podcast
S lideS hare
Blog
PR /AR
S ocial
E vents
Partners
Website
Content
asset /
Campaign
@noyesjesse@msweezey

13. B 2B mark eters use an
average of 15 tactics…
…and 7 different
social platforms
@noyesjesse@msweezey

14. # 5: T ak e advantage of
mark eting technology .
@msweezey@noyesjesse

15. CMOs will hold 10% of the tech
budget by the end of this y ear.
@noyesjesse

16. # 6: E x ecute + enable internal teams.
@msweezey

17. Give y our teams an internal library
@msweezey

18. # 7: Measure results, gather
internal feedback , and developing
a continued awareness plan.
@noyesjesse

19. W hat to measure?
Internal R each
E x ternal R each
L ead & R evenue A ttribution
@noyesjesse

20. BULLSEYE!
Or at l east get t i ng cl oser .
@noyesjesse

21. Q&A