By Brian Hansford, Heinz Marketing
This Guide focuses exclusively on the process of preparing for and executing a product launch. The framework described here will help companies prepare for and implement successful launch marketing programs with measurable goals.
A product launch is a critical milestone for any software vendor regardless of size. The time leading up to a product launch is some of the most hectic and exciting for any company. Even as more companies provide SaaS-based solutions, fundamental elements can determine a successful launch, or a flop. A successful launch targets internal and external audiences with compelling messages and a strong value proposition. Each tactical program within a launch has its own objective with measurements for success. Throughout this process, relationships with customers, influential bloggers, analysts, investors, editors, and partners are created and nurtured which help the launch succeed, sustain and grow the organization.