Hi-Impact Product LaunchVarun KohliDirector, Product MarketingHP

@vk_is

Agenda What does marketing have to do with a

Damaru What does marketing do anyways Why do a product launch When to do a product launch How to do a product launch

7 ingredients for a successful launch Q&A

What does Marketing have to do with a Damaru

Sales

Marketing

Development

What does Marketing do anyways? Engineers make the product, sales sells it, most of the

things in between is done by marketing Market research Advertising & lead gen PR & AR Promotions Competitive intel Branding Product launch Set the Strategy, Plan the Attack, and Execute

What does Marketing NOT do?

Why do a product launch Lead gen

How many is enough? Quality or quantity? Drive revenue

How much and by when Competitive differentiators

Which competitors and why Create awareness and buzz

PR, media, which ones and how many Beta customers/partners

Which ones? Friendly ones or the unfreindly ones?

When to do a product launch

Minor Releases

1 monthSoft/Internal

launch

Major Release

N yearsFull blown external launch

BudgetGoalsTime

How to do a product launch – 7 ingredients for a successful launch

1. Defined goal(s)2. Clear communication (Internal and

external)3. Accurate timing (big conferences,

events, etc.)4. Effective marketing mix5. Powerful messaging6. Cost-effective Budget7. On-time product readiness

Goal definition X number of PR mentions X number of beta customers X number of newly acquired customers X number of upgrades X number of downloads X% away from competitor $X by date Y

Internal communication Monthly/Weekly/Daily status update

meetings

Track deliverables

Identify roadblocks

Resolve issues

Adjust goals

1

23

4

External communication Channels, VARs and distributors Key customers CAB Technology partners Analysts

Pre-briefings and briefings Media

Pre-briefings and briefings

Timing Identify major events for launching Work backwards (generally, 3-6 months

for a major launch) Timing is VERY important Too late is as bad as too early

Marketing mix – The 4 Ps

Marketing mix – The 4 Ps

Successful

Launch

Messaging Positioning Magic of words – 5 words (tag line), 25 words (one

powerful sentence), 50 words (elevator pitch), 100 words (overview)

Features Benefits

Valu

e 2

Value 1

Competitor 1

Competitor 2

Competitor 3

Your product

XY Axis Way

Value 1

Valu

e 2

Competitor 1

Competitor 2

Competitor 3

Your product

LQ Way

Budget Depends on type of launch How much to spend

Soft launch – 5K to 10K Full blown launch – 25K+

Rule of thumb – 5%-20% of expected revenue

Product readiness Make sure

- The product is ready- Sales people know how to sell- Support knows how to handle issues- Partners are trained- Executives/spokespersons trained and

ready- PR/AR interviews lined up- YOU are ready

The Ultimate Product Launch Guru

Thank YouQ&A

@vk_is