How can you avoid common launch campaign mistakes?

Once performance goals are set, be specific about how performance will be measured. Put together a measurement strategy and a measurement plan. For each goal, spell out which metrics, data sources, formulas and tools will be used. Clarify assumptions on conversion rates throughout the customer journey and what #/% change that will require over current performance levels. Forecast the performance of each campaign tactic so it's clear what success "means" for that specific element of the campaign plan.

When planning your goals for a launch, it's helpful to develop "checkpoint" KPIs so that your team can easily track progress throughout the launch. For example, the KPIs you measure in the initial week of a launch can be different from what you measure 3 months after a launch once users are engaging with your product, so make sure to plan for the different stages of a launch. Each stage should have specific KPIs, along with optimizations that can be readily made by your team in case KPIs aren't being met to try and course correct.

When managing a launch campaign, it's crucial to recognize a key limitation of A/B testing your launch materials: this approach might not be as effective for enterprise tech, which typically has lower sales volume. In such a case, the statistical sample size for A/B testing may either be insufficient or take too long to test effectively. Therefore, you'd want to gather feedback via focus groups, either informal or formal, involving both internal and external stakeholders.

Depending on the size of the launch, make sure your executive team is bought in on what you are trying to achieve. Is the launch geared towards increasing brand awareness, driving leads, improving product adoption, or something else? Having goal clarity gives you the focus as a product marketer as to what launch initiatives belong above the line and what gets cut.

We often hear the cliched term "failing to plan , is planning to fail". Another key component of why some plans fail is that the goals are incredibly complex, not easily understood or visible to everyone. Ensure they are accessible, eg) tools like PowerBI are great. KPI examples: 1) Conversion Rate: A high conversion rate indicates that your launch plan is effectively persuading & motivating your audience to take the desired action, whether it's a purchase or another conversion goal. 2) Customer Acquisition Cost (CAC): Monitoring CAC helps assess the efficiency of your marketing & sales efforts. Lower CAC suggests that launch plan is cost-effective in acquiring new customers. 3)Customer Satisfaction (CSAT) Score, happy customers return

You will need to understand your target audience in terms of their needs, pain points, behaviour and create buyer personas. Thereafter map out their user journey and then create compelling value proposition, tailor your messaging and positioning. Finally choose the right channels and tactics to reach out to them.

Understand the jobs to be done will guide how to talk with them and drive the evidence generation plan. Then, your market collaterals are going to be personalized to solve their challenges specially the ones that they weren’t aware

Understanding the consumer & their journey is paramount for a successful launch plan. It lays the foundation for tailored strategies that resonate with the target audience. By delving into consumer behavior, preferences, and pain points, businesses can create products or services that genuinely meet customer needs. This insight enables precise messaging, ensuring that marketing efforts align with the consumer's language and values. Recognizing touchpoints, from awareness to post-purchase, allows for strategic interventions. Crafting a seamless experience at every stage enhances brand perception and loyalty. By addressing concerns or uncertainties along the journey, businesses foster trust, a critical factor influencing consumer decisions.

Setting A/B tests ready for launch allows you to optimise for conversion based on the best performing assets. If you're leaving out A/B testing, there's untapped potential for the campaign.

When you can test over social medias and even ads, to see their direct responses. Walk the plan through Key opinion leaders (under research contract or nda) to see the resonance

Testing also provides valuable insights into audience preferences and behaviors. Understanding what resonates allows for more targeted and personalized communication. This precision is key in a competitive landscape, helping businesses stand out and connect with their audience on a deeper level. optimizing for different devices and channels ensures a consistent and effective presence across diverse platforms. With the digital landscape evolving rapidly, adaptability is paramount. Regular testing and optimization enable businesses to stay ahead of trends, technological shifts, and changing consumer expectations.

Treat internal campaigns as seriously as external ones. It's vital because how your team understands and talks about the product shapes customer perception. Clear, brief, and regular updates are key to keeping the team engaged and informed. Mix it up, make learning fun, and provide live Q&A sessions and keep everything well documented. Remember, it's a team effort – don't accidentally take all the credit. Emphasize cross-departmental collaboration and highlight how everyone's role contributes to the bigger picture. This helps inspire your team and makes them proud of their part in the project. Lastly, two-way communication is crucial. Your team should feel their feedback is heard and valued as much as the information they receive.

When sharing the Campaign with stakeholders, be specific about what the campaign can and will accomplish. If the goal is sales, how many? Over what period of time? Sharing these performance forecast specifics with stakeholders gains alignment across the organization and clarifies how the campaign will help them accomplish their goals as well.

Stakeholders may have different perspectives, expectations, and goals. Regular communication ensures that everyone is on the same page regarding the purpose, objectives, & desired outcomes of the launch campaign. This alignment helps in avoiding misunderstandings and ensures a unified effort towards common goals. Coordinated communication allows stakeholders to understand resource requirements & commitments. This is critical for budget allocation, staffing, and any other resources needed for the campaign. Regular communication with stakeholders facilitates the identification and assessment of risks. It allows for the development of contingency plans & risk mitigation strategies, minimizing the impact of unforeseen issues on the campaign

Em um lan?amento de produto é importante que você consiga comunicar com clareza o que é aquele produto para todos os times internos e conquiste o buy-in deles para atuarem junto com você nas a??es definidas no Plano de Comunica??o deste lan?amento. Para isso, adapte a sua mensagem e linguagem ao que é de fato importante para cada um dos times com os quais você está trocando, seja Sales, CX, área de Negócios… A realidade é que o nosso projeto vai de fato impactar cada um de diferentes formas, ent?o é crucial que a gente adapte os benefícios de estar envolvido na sua iniciativa ao que, de fato, cada time vai ganhar dando suporte e atuando naquilo.

Tracking key performance indicators (KPIs) allows you to evaluate the overall performance of the launch. By comparing actual results against predefined goals and benchmarks, you can gauge the effectiveness of your strategies and tactics. Real-time monitoring provides actionable insights. By basing decisions on data rather than assumptions, you can refine your approach throughout the campaign or make adjustments for future launches. Celebrate 'what worked' and use "what didn't work' constructively to improve on future launches. Fail fast, learn fast.

Be explicit in WHEN you will be measuring these results. It is all too easy to launch, measure once, and move on to the next launch. It takes alignment, dedication, and planning to assign measurement intervals pre-launch, during launch, and post-launch. Only when you are able to hold yourself accountable into the future will you be able to truly build best practices and measurable impact.

Its important to recognize the influence of early adopters. Connect with those who embrace new ideas early, seeking their feedback and leveraging their support to promote your product or service. Their passion and trust can play a crucial role in gaining traction.

A big mistake marketers and businesses make is to get the investment balance of launch vs. sustain right. On average, launch should be about 20% and sustain should be 80%, but most do it the opposite way. Meaning, post-launch, the tank is empty. This does vary by industry but this is a good starting point.

It's vital to ensure that you have a regular cadence with your stakeholders. Including product management, sales and finance. Build out a dashboard of results and send it out to everyone highlighting month-on-month progress against key metrics. Examples can be around PR articles, or visits to your landing page, for instance. As well as, of course, sales pipeline and conversions. Keeping your stakeholders informed will greatly reduce the number of requests you get for information updates.

Think locally, and scale globally for an effective roll-out across regions. From my experience, a big one to consider is how to structure to embrace a "global mindset". I suggest investing time before the launch so you can collect regional inputs and insights to embed in your campaign planning. Be specific when you map regional processes and dependencies, and be clear with timing and budgeting. The team should have clear answers to the following questions: 1. What is the recommended way to structure this workstream to embrace a global mindset? 2. How can the speed of development be optimized when launching a campaign across regions? 3. What are the key dependencies that should be considered when mapping regional processes?