4 Common Product Marketing Pitfalls When Launching a New Product

I’ve been knee-deep in the world of 0-1 product launches (analyzing them is my kind of fun!), and let me tell you, I’ve seen it both ways. From spectacularly successful launches to, well, let’s call them ‘learning experiences’. 

In one memorable case, everything clicked – we had a unified vision to spread the word and spark early customer interest. The result? Tremendous success. It was like watching a well-orchestrated symphony – every note, every pause, perfectly in place.

But then, there were the other launches. You know, the ones where everyone seems to be reading from a different script. In this scenario, it felt like every team member had their own agenda. There was no collaboration, just a drag of conflicting views and a muddled sense of purpose. It was more of a solo act than a chorus, and let’s just say the audience noticed and the outcome was not worth bragging about.

These experiences got me pondering – what makes or breaks a product launch?

It’s not just about the product (though that’s important, of course). It often comes down to how well we communicate and align as a team. 

Here are some hard-earned insights from the trenches:

Context is Everything: Picture this – you’re setting the stage for your product, and it’s all about the ‘why’ and the ‘how’. What’s the launch type? What’s the goal? Nailing this part sets the tone for everything else.

It’s a Team Sport: Ever tried dancing solo in a group performance? Doesn’t work, right? Same with launches. I’ve seen magic happen when product marketers and product managers move in sync. Clarity on who does what? Priceless.

The Six-Month Rule: Here’s a pro tip – map out at least six months ahead. From your messaging framework to those catchy campaign themes (and let’s not forget sales enablement!), having a plan is like having a launch superpower.

After-Party Matters: Launch day is just the beginning. The real deal is keeping the momentum. How do you keep your customers hooked and happy? Content that shows them the real value of what they’ve got. It’s like the gift that keeps on giving.

So, there you have it – a tale of two launches. One where harmony led to success, and another where dissonance was a downfall. Every launch is a learning opportunity, and I’m here for all of it. Here’s to making our next launches as smooth and successful as they can be!

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