Planning Your Product Launch with a Go-to-Market Checklist

If you’re bringing a new product, software or service to market, then you need to have a go-to-market strategy:  what are your plans to launch your product and get customers and interest?

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Below is a simple week-by-week checklist leading up to a new software product introduction that you can use to keep all those marketing & promotion details straight. If you need some help putting your go-to-market plan together, or just have a few questions, then sign up for a Software Marketing Consult session here.

Next month we will be introducing our updated Go-to-Market planning package which will include a more detailed checklist and timeline, GTM strategy template, PR templates, eGuides and more! Sign up for our newsletter here to be notified when it is available.

8-12 weeks before launch:

  • Product name finalized
  • Acquire domain name, social handles for product name
  • Create ideal customer persona: Description, Pain points / needs, Benefits
  • USP (Unique Selling Proposition) – what is the key value of your product to your target customer? why are you/your business the right choice (build credibility)?
  • Create a high-level launch plan:
    1. Goals
    2. Strategies (Who is the audience? What channels? When? What messages? How will the customer find it? Why should they act?)
    3. Tactics – specific activities to accomplish the strategies
    4. Metrics – how to measure success

4 weeks before launch:

  • Website ready (or new web page / sub-domain for product)
  • All social pages ready
  • Promotion plan done:
    1. Plan for pre-launch, launch & post-launch press releases
    2. Media/influencer targets identified, with contact info
    3. Compile editorial calendars
    4. Advertising plan (eg, PPC, banner ads, FB ads, offline ads, etc)
  • Keywords for SEO or PPC identified
  • Content marketing plan in place – blog posts, guest blogging, social media

3 weeks before launch:

  • Create media kit (PR, company & product description, bio/story, headshots, screenshots, Q&A, video or demo, trial codes, etc)
  • Sign up for HARO, Pitchrate to receive email about media pitch requests
  • Email signup on website (start before launch)
  • Write email sequence to send to mailing list, both at launch, plus pre- and post-launch
  • Create SEO content for website/blog to bring in search visitors

2 weeks before launch:

  • Pre-launch press release sent to select media & influencers
  • Promote mailing list (prerelease signup)
  • Email update to mailing list
  • Customer support plan
  • Customer documentation complete
  • Channel plan in place – who do you need to sign up? what do they need to sell or list your software?

1 week before launch:

  • Email update to mailing list)
  • Promote mailing list (prerelease signup)
  • List of events (tradeshows, meetups, user groups) and websites where you can “announce” your new product/service)
  • Finalize all announcement copy: press release, description, elevator pitch, social content)

At launch:

  • Update website / product page
  • Launch press release published & sent to all media & influencers
  • Email update to mailing list
  • Add listing / description to websites, directories, stores, etc
  • Announce on social media, blog, forums/groups (as appropriate), etc

Post launch:

  • Post-launch press release with user/customer update/announcement
  • Email update to mailing list
  • Content marketing: social posts, blogs, guest posts, forum/group engagement, etc
  • Gather feedback from users, influencers, etc

 

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Researching the Mobile Application Market

Do you need to research the mobile application market but unsure where to begin? Worried that your mobile app idea may not be a great business opportunity? Don’t have time or money for a custom mobile app market analysis or an expensive research report?

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Don’t reinvent the wheel. This article will give you some suggestions for doing mobile apps market research.

Check out the article below for:

  • a summary of the latest research on the mobile application market, which you can use to start your app market research,
  • a list of some of the latest mobile application market research reports, if you’d like to purchase a professional study,
  • a step-by-step process to create your own custom mobile app market analysis for your specific niche,
  • suggestions for affordable assistance if you just need a little help without breaking the bank.

Keep reading…

The Content Marketing Bridge: Linking Brand Goals to Prospect Needs — John Jackson – Blog

Why is so much content marketing unsuccessful? Unfortunately, so much of the brand content I see and study creates desert islands. That is, it isolates itself in one of two ways, which I call content marketing desert islands. Imagine two real islands. Both are populated and within sight of each other. But they have no […]

via The Content Marketing Bridge: Linking Brand Goals to Prospect Needs — John Jackson – Blog

SOFTWARE MARKETING, SOFTWARE SALES & STRATEGY FOR SOFTWARE COMPANIES

rawpixel-604744-unsplashAs a software company, you work hard on your software.  Now you just need to get it in the hands of more customers.

Software Marketing Advisor provides tools, templates, and tips to help you better market, promote, and sell your software, solutions, services, and apps. They also provide consulting services to optimize your marketing strategy, messaging and value proposition, and to help with building your software business and increasing your software sales.

Learn more about this resource for software marketing, software sales, & the business of software for software companies and tech services firms, with a specific focus on SaaS and Big Data.

What is solutions marketing? — Product Marketing – republished from Leena Joshi

Solution marketing is about articulating how a customer pain is solved. While product marketing explains what a product does and why anyone would care, solution marketing turns the table, and explains how a customer pain point is solved – in some cases, with many products from the same company or different companies.

via What is solutions marketing? — Product Marketing

START-UP MARKETING MYTHS — CTRINE VENTURES

BUSTING THE MOST COMMON MISUNDERSTANDINGS IN START-UP MARKETING Starting a business can be scary — no secret there — and on top of that, there’s a lot of misinformation out there steering potential business owners awry. Not cool…But what can we do about it? How can we make sure start-ups don’t fall victim to the most common marketing myths? […]

via START-UP MARKETING MYTHS — CTRINE VENTURES

B2B Marketing Strategy for Startups — TubiMubi

You are the brand new B2B Marketing Manager for a young Startup. The startup is already in the market for a year or so and is about to make a product relaunch. Which B2B marketing strategies would you follow for a successful relaunch campaign? This is a typical challenge when you work at a Startup. […]

via B2B Marketing Strategy for Startups — TubiMubi

Software Business Advisor newsletter

The Software Business Advisor is our free monthly newsletter with information about trends in the software business, software marketing tips, software sales help, and business planning.

You can sign up here: https://www.software-marketing-advisor.com/software-business-advisor.html

When you sign up, you’ll also receive our free eguide “5 Key Points for Writing Business Software Proposals that Win “.

Drip Marketing 101 — The SaaS Marketer

Do business the human way! One of the critical thing that many SaaS companies fail to understand is that they are selling to humans. Be it a B2B or B2C platform, the decision maker is a live functioning human being. And, not all humans think alike. Agreed? If your answer is no, I would love to hear your […]

via Drip Marketing 101 — The SaaS Marketer

Software Marketing Planning Templates

Featured-downloads

If you’re planning a software or SaaS business, or strategizing your marketing approach, a template can help you organize your thoughts and ideas.

Take a look at some of our available software marketing and business planning downloads here.

 


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