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How do you keep product launch momentum going?

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Launching a new product is an exciting and challenging moment for any product marketer. You've spent months researching, planning, testing, and promoting your product, and now you're ready to share it with the world. But how do you make sure your launch doesn't fizzle out after the initial hype? How do you keep your product top of mind for your target audience, generate ongoing demand, and drive long-term growth? In this article, we'll share some tips and best practices on how to keep product launch momentum going.

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Asavari Moon

LinkedIn Top Voice | Global Marketing & AI Leader | MBA- IIML | TEDx Speaker | UN Women | Top 100 Marketing Leaders…
Rahim Kaba

Gartner Analyst — Product Marketing Leader
John Mansour

President, Product Management University

1 Set clear and realistic goals

Before you launch your product, you need to define what success looks like for you and your team. What are the key metrics and milestones you want to achieve in the short and long term? How will you measure and track them? How will you communicate them to your stakeholders and customers? Setting clear and realistic goals will help you focus your efforts, prioritize your actions, and evaluate your progress. It will also help you avoid getting distracted by vanity metrics or unrealistic expectations.

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Asavari Moon

LinkedIn Top Voice | Global Marketing & AI Leader | MBA- IIML | TEDx Speaker | UN Women | Top 100 Marketing Leaders EMEA | Ex L’Oreal, Meta | Top 50 Women in AI | Lived in 6 countries
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The best way to plan this is to have a Disrupt + Sustain strategy. In the Disrupt phase you spend majority of the budget to create buzz and awareness to drive your main KPIs which could be app download, user engagement etc. In the sustain phase, you create lower funnel/ conversion campaign that run with lower budget but for a longer duration. This could also involve retargeting users who have interacted with your launch campaign in phase 1

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2 Keep the feedback loop open

One of the most important things you can do after launching your product is to listen to your customers. What are they saying about your product? What do they like and dislike? What problems are they facing? What features are they requesting? How are they using your product? Keeping the feedback loop open will help you understand your customers' needs, preferences, and behaviors. It will also help you identify opportunities for improvement, innovation, and differentiation. You can collect feedback from various sources, such as surveys, reviews, social media, support tickets, user interviews, and analytics.

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Rahim Kaba

Gartner Analyst — Product Marketing Leader
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Product analytics tools are commonly used to track in-product engagement and events (such as behavioral events, user paths and journeys, anomalies, bugs or friction points) to extract insights from them. Ultimately, this helps product marketing teams determine what’s working and what’s not for their customers. Behavioral insights gleaned from these tools can also be used to develop targeted and contextual communications and content to ensure different audience segments receive the greatest value from product releases.

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3 Update and optimize your marketing strategy

Your product launch is not a one-time event, but a continuous process of marketing your product to your audience. You need to update and optimize your marketing strategy based on your goals, feedback, and results. You need to test different channels, messages, and offers to see what works best for your product and your market. You need to segment and personalize your communication to different customer groups and stages of the buyer journey. You need to create and distribute valuable and engaging content that educates, entertains, and inspires your audience. You need to leverage social proof, referrals, and partnerships to expand your reach and credibility.

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Asavari Moon

LinkedIn Top Voice | Global Marketing & AI Leader | MBA- IIML | TEDx Speaker | UN Women | Top 100 Marketing Leaders EMEA | Ex L’Oreal, Meta | Top 50 Women in AI | Lived in 6 countries
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While the launch campaign can focus on immediate benefits such as beta access, savings, discounts etc. The sustain phase of the campaign needs to focus on the 'Value' and Trust. The best way to leverage that is to include customer feedback, reviews and recommendations, successful case studies etc.

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4 Deliver value and delight to your customers

Your product launch momentum depends largely on how well you deliver value and delight to your customers. You need to ensure that your product meets and exceeds your customers' expectations, solves their problems, and helps them achieve their goals. You need to provide excellent customer service, support, and education to help them get the most out of your product. You need to surprise and delight them with unexpected benefits, rewards, and experiences. You need to build trust and loyalty with your customers, and turn them into advocates and promoters of your product.

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5 Plan for the next phase of your product lifecycle

Your product launch is not the end of your product journey, but the beginning of a new phase of your product lifecycle. You need to plan for the next phase of your product development, growth, and evolution. You need to align your product vision, roadmap, and backlog with your customer feedback, market trends, and competitive landscape. You need to prioritize and execute on the most impactful and valuable features and enhancements for your product. You need to prepare for the next major release or update of your product, and create a new launch plan and strategy.

Keeping product launch momentum going is not easy, but it is essential for your product success. By following these tips and best practices, you can maintain and increase the interest, demand, and satisfaction for your product, and achieve your product goals.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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John Mansour

President, Product Management University
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Customer success stories never get old, especially when they entail all the different ways customers use your products to get quantifiable success. If you want to keep the launch momentum going, use every marketing medium and platform at your disposal to continuously promote the various aspects of your customer successes, including events and venues where your customers will happily speak about their own successes with your product as a part of the supporting cast.

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How do you keep product launch momentum going?

1

2

3

4

5

6

1 Set clear and realistic goals

2 Keep the feedback loop open

3 Update and optimize your marketing strategy

4 Deliver value and delight to your customers

5 Plan for the next phase of your product lifecycle

6 Here’s what else to consider

Product Marketing

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How do you keep product launch momentum going?

1

2

3

4

5

6

1 Set clear and realistic goals

2 Keep the feedback loop open

3 Update and optimize your marketing strategy

4 Deliver value and delight to your customers

5 Plan for the next phase of your product lifecycle

6 Here’s what else to consider

Product Marketing

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