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Going viral, ranking first on Product Hunt, getting featured on TechCrunch
These are not practical launch strategies
But a lot of B2B SaaS launches bank on them
Most companies don’t think enough about the size and quality of their marketing channels when planning a launch.
They end up setting goals that don’t match reality
Based on tactics they have no control over
And channels they simply don’t have
Instead, when planning your next launch, take stock of your distribution channels.
Ask yourself:
1️⃣ What channels are available to us?
2️⃣ What reach do we have?
2️⃣ What results can we expect based on past performance?
1️⃣ What channels are available to us?
When you’re building an early-stage startup, most launches can center around a small number of channels (1-2). For larger companies and high-tier launches, you’ll likely need to consider multiple.
You can group them into three buckets: Owned vs Rented
Example Owned Channels:
° Company newsletter
° Marketing email list
° Podcast
° Waitlist
° Customer email list
° Community or forum
° In-app messaging
° Recurring monthly webinars or events
° 1:1 SDR outreach
° 1:1 CSM/AM outreach
Example Rented Channels:
° Organic social
° Industry communities and forums
° Trade shows and conferences
° Paid search and display ads
° Paid social ads
° Newsletter sponsorships
° Podcast sponsorships
2️⃣
Before you run out and add all of these channels to your next launch, consider that most of them take time to build. You can’t expect to build it a week or two before your launch (although many people try).
Large social followings, emails lists, communities — these are extremely valuable assets for future launches. Invest in building them.
3️⃣
I think most companies over-estimate the impressions, clicks, and conversions they’ll get from their launch channels. Consider each one individually and look at past performance as a benchmark to help you predict the results for this launch. This is one of the reasons why conducting post-mortems after each launch are so helpful — you can build benchmarks that make planning future launches a lot easier.
So, if you’re looking to bring a more predictable approach to planning and forecasting your next launch, take time to really think about your launch channels and what you can expect from them.
And most importantly, start investing in them right now.
#productmarketing #productlaunch