How To Launch Software Products Part II

If you’re reading this, it’s because you’ve done it: You’ve knocked out part 1 of How to Launch Software Products, and are ready to actually, well, launch software products.

But in order to get into CLUB PRODUCT LAUNCH, this product marketing bouncer requires that you present government-issued identification of these three measurable outcomes:

  1. An engaged audience: They’ve been interacting with the foundational knowledge assets you’ve produced by opening your emails, answering your surveys, clicking your ads, and downloading your content.
  2. A smart audience: They’ve read, shared, and commented on the foundational knowledge content you’ve been producing across all mediums.
  3. A hungry audience: They’ve been identifying challenges they didn’t previously know they had from the content you’ve shared, and are starting to swarm the hive for new solutions by showing higher intent scores and interacting with your sales team.

Proper ID admits you one entry into CLUB LAUNCH.

I also accept discretely slipped $100 bills.

But now that you’re in, there’s one housekeeping pro tip I want to share with you before we really get this party started: CUT THE GUESTLIST NOW.

Unless you’re working with an unlimited budget and timeline (in which case, btw, I hate you), NOW is the time to parse down that account list.

By running a few high-level reports, you should be able to pull out key engagement trends from stage 1 (foundational knowledge).

  • Which accounts aren’t engaged?
  • Are there certain verticals, or spaces, or regions who didn’t take the foundational knowledge bait?
  • Are there any other trends you’ve noticed that probably won’t yield the ROI you’re looking for from this campaign?

Scrub those accounts from your target lists NOW, and don’t look back. Because either they DGAF or they ain’t ready.

Either way, keeping those accounts around for stage 2 is only going to get you a pair of bad, bad things:

Mad unsubscribed

Before this campaign, they were probably neutral with your brand.

You keep hittin ‘em with stuff they don’t want? You’re gonna end up with a fat list of permanent suppressions.

And you don’t want to be on the hook for a whole bunch of people who have new beef with your brand.

Compromised KPIs

If they didn’t click before, what makes you think they’re going to click now?

The whole point of stage 1 was to level up and even out the knowledge base of your audience.

If they aren’t meeting you at the starting line for this launch, at this point they’ll never catch up, and your ad spend and email sends are going to reflect much lower open, click, and conversion rates as a result.

But let’s not drag this out any further: in the words of the great Product Marketing legend Hannah Horvath, it’s launch day baby, and I’m ALIVE.

Cause it’s LAUNCH DAY baby, and I’m alive.

Now that we’ve prepared our audience for what’s to come, it’s time to present all the new information you’ve probably just been jumping right into from the start with your previous launches (that’s not a jab, btw, because same).

In this stage, we’re answering the BIG questions, including:

  1. What new product, feature, update, or solution does your company now offer that wasn’t available before?
  2. What about it is better? What about it is limiting?
  3. What about it is like other solutions? What sets it completely apart from the rest?
  4. What challenges does it solve? What about this will make your buyer better at their job?
  5. What technology does it integrate with?

This is the stage in which we product marketers thrive because it’s time to do what we do best: storytelling.

There’s a reason the LOST season finale had to be 2.5 hours long.

But storytellers be warned: throw all those answers at them at once, and I don’t care how sick this launch is, your own launch will cannibalize itself.

Your audience can only take so much new information before experiencing total launch fatigue.

If Damon Lindelof and Carlton Cuse tried to answer the crash, the 4-toed statue, and the man in black all in under 45 minutes, we’d have all walked away thinking they were in purgatory the whole time, and nothing else we studied, rewatched, zoomed in on or researched for the past 7 years of our lives even mattered.

…OR DID IT. Maybe that was a bad example.

But regardless of where you found yourself emotionally on the evening of May 23rd, 2010 (#livetogetherdiealone), how you tell your product launch story should be a slow, steady, building stream of new information that unfolds over time — like a beautifully executed novel.

We’ve already introduced context and key players (in stage 1: foundational knowledge); now it’s time to develop those characters, call out their challenges, and slow-burn their arcs. We’ll do that by breaking the launch stage into 3 key phases:


The Announcement phase

I’m not going to sugarcoat it, folks: YOU CAN’T MESS THIS ONE UP.

Product Marketers wear a helluva lot of hats, and we are responsible to make sure a boatload of stuff goes right throughout the planning and execution of an entire launch campaign, but nothing is more critical than the execution of your core product launch announcement.

If you lose sleep at all, this is the night to do it. And if you pick one day out of the year to NOT BE ON VACATION, this would be the day.

Because if we’re sitting down for a product launch dinner, this is the steak. It needs to come out perfectly hot, medium rare, delicately marbled, and lightly seasoned. No distractions, just meat.

(steak break)

I don’t doubt you for one second that this product launch is nuanced, layered, and solves myriad challenges for myriad personas. I know it does because as product marketers it’s our job to make sure of it.

But do not make the mistake of trying to tell that story all at once.

“You can’t be everything to everybody at the same time.” – Dr. Alice Nixon, My Therapist

Narrow your focus on your biggest, juiciest value: If you had to choose to fill in the blanks below with just ONE WORD, what would those words be?

Today we are announcing the launch of (core product/feature/update). This (product/feature/update) helps (core persona it impacts) do (core challenge it solves) better.


Your messaging house clearly articulates 3-5 personas this product impacts, and 3-5 corresponding challenges it solves, and 3-5 really incredible outcomes those personas with those challenges can expect.

But today, I wanna talk about THE BIG STUFF.

The sides are coming. The dessert is on the way. Today, let them bite into that steak and focus on the core quality of what they’re about to enjoy. And if you do this phase right, it’ll make them want even MORE.

Here are a few ways to up the effectiveness of your core product announcement:

Simplify your message

Drop the truffle butter. Drop the au ju. And for the love of all that is holy and good in this world, drop the buzzwords.

You’ve got to NAIL this messaging, and get right to telling your audience, in as few words as possible, what the hell you are launching.

If you’ve got a copywriter in-house or at your disposal, this is the time to hop on a call and go through this announcement frame-by-frame.

Pro tip: Read your announcement email and time it.

Make sure you get to the point in under 8 seconds, and that all your core messaging and designs are both complementary and mobile-friendly.

Nobody’s giving you the benefit of the scroll doubt on a marketing email, that’s a promise.

Diversify how you promote it

Repeat after me: “Just because I like to consume content on a certain platform, doesn’t mean everybody likes to consume content on that platform.”

It’s incredibly important to make sure you splash your singular, big, amazing announcement EVERYWHERE.

Don’t just think LinkedIn. Think Twitter, Facebook, Pinterest, ClubHouse, TikTok — wherever your buyers are, you should be for this one.

Pro tip: Go way beyond organic social.

How about paid social, banner ads, email, direct mail (remember that?), SMS, billboards, tv commercials, streaming ads, messenger — Once you simplify your message, you want to get it in front of as many eyes, as many times as possible.

Repetition breeds awareness, and awareness sparks engagement.

You may be bored as hell with this announcement by now. But I promise your audience is not.

Make your CTA as clear as possible

Awareness sparks engagement — but only when you make it crystal clear how and why your audience should engage.

What’s the ask here?

Don’t you dare come to the table with a sick tag followed by an unclear CTA. Not only will your copywriter hate you, so will your audience — because ultimately, you got them hyped for zero payoff. It’s a lose-lose.

So whatever you do, once you’ve got that beautifully simple announcement copy, and a massively diverse channel launch plan, decide what the hell you’re asking them to do.

Pro tip: Make it easy for them, not you.

If you’re trying to capture demand for this announcement, sure, a form fill might have to be your best bet to collect that critical contact info.

But don’t you dare send that same form via email — you emailed them. You already have all the contact info you’re trying to collect via that form. And your recipients will resent the hell out of you for asking for it again.

Take them straight to the purchase, to book a meeting, to your product — whatever it is, don’t make your audience do extra work so you don’t have to.

Every channel requires a different CTA because every channel starts with different information about your audience. Think through this customer experience map and be deliberate with each CTA.

The Expansion phase

Alright, my product marketing babies.

I know that was tough to narrow down your message to one core benefit for one core group, but now it’s time to get saucy: because HERE COME THE SIDES.

When I told you to make them want more, this is where the more comes in.

And any well-coursed meal doesn’t just throw any old food next to that steak — NO. These sides are perfectly paired to balance out and bring forward the natural flavor of the main course.

In this phase, we’re going to get into the ancillary benefits this core product launch also offers. Now’s the time to address the additional personas, challenges, and solutions I made you hold off on in phase 1.

Here are a couple of tips for introducing all the extras to your audience:

Create channel consistency

No need to reinvent the wheel here: stick to the same channel strategy playbook you created for your core product launch.

Buyers like consistency, and seeing what they expect come to fruition. Your buyers frequent the same few channels and expect to engage with your marketing on those same few channels, consistently.

So if part of your core launch was banner ads, think retargeting. If part of your strategy was email, think trigger campaigns based on previous opens and clicks. Or if you relied heavily on digital events and webinars, think bite-size videos on social.

If the place I usually engage with your company is in my inbox, and I don’t get an email about a product launch, I’m probably not even going to know it happened.

And even if I happen across your message somewhere else, at best I’ll assume it wasn’t too important because I didn’t hear about it in “the usual” place.

Mix up your messaging

If your core product announcement was one full week of the same tag and message across all assets and channels, now’s the time to unveil your secondary and tertiary messaging to hammer home the breadth of this solution. Use every day of this week to introduce a new benefit.

Remember the ‘Got Milk?’ campaign from the 90s? (Gen Z has left the chat).

I expected to see those magazine ads, full-bleed, in every magazine I subscribed to, with their core product tag, “got milk?” splashed across the page.

I knew all that was coming, and it felt like I was, somehow, IN on the whole thing.

That channel consistency bred brand loyalty. But the variable that this then-middle-schooler was foaming at the mouth for each month was who was going to be the next celebrity donning that iconic milk mustache, and what was their milk story that came along with it?

By piggybacking the variability of their additional messaging on top of the consistency of their core tag and channel strategy, Milk was able to capture my attention through loyalty, while simultaneously expanding upon their core product message in bite-size chunks with a new celebrity milk message.

Remind me never to say bite-size chunks again when talking about milk.

The Experience phase

But alas, the time has come in this campaign that every good Jerry Maguire fan waits for.

This is the part where you stop educating people about your product, you stop hyping your product, you stop writing memos mission statements about your product, and you get to the damn point.

In the words of fictional Arizona Cardinals wide receiver Rod Tiddwell, “Show me the money.”

Because at some point, no matter how engaging and air-tight your copy and promotional strategy is, your audience will expect to see how this thing works.

If your educational content was effective, your buyers were ready to hear about your new product. If your product launch was effective, they are now ready and wanting to see the damn thing.

But if you don’t have a plan for layering a seamless, gorgeous, meet-them-where-they-already-are user experience waiting on the other end of that form fill, not only will your promotional strategy be for naught, you’ll lose credibility with your most captive audience — and your sales org — in one fell swoop.

And if you’re anything like me, you care way too much about what people think about you to handle that level of widespread disappointment. So to avoid being public product marketing enemy #1, be sure in this stage you are able to answer:

  • Does this product integrate?
  • How do buyers use this product?
  • What resources do they need to support the implementation and use of this product?
  • What is the experience like using this product?

By the end of this stage, you’ll want your buyers to not only feel like they understand and want your product but that they’re equipped to implement it, too.

So let’s build a plan for delivering a product experience your buyers — and your sales org — can sink their teeth into:

No live demos

By this stage, your sales team has no doubt a lot of qualified leads in their pipe asking for a demo.

YOU DID IT! You won! Except for two problems:

  1. We sell technology
  2. Technology has a funny way of not working only when it’s absolutely critical it actually does

And a friendly reminder:

It’s #productlaunchszn and there’s a good chance (unless you built out a long beta with internal user testing and training) that most of your sales org hasn’t had enough time to really get comfy using this product in a high-pressure situation yet.

Enable your Sales team

Want to knock this thing out of the park?

It’s going to require money and time, but the higher quality these enablement assets are the more effective and experiential they’ll be.

Create your team some high-fidelity technical assets including:

  • Pre-recorded videos, featuring several use-case-based “day in the life of” walk-throughs for sales to share with their buyers
  • A “safe” demo instance, jam-packed with prefilled dummy data, prebuilt workflows, and safe-guarded from big edits or foundational changes
  • A free trial for buyers to use on their own! As long as sales has provided them with the tools they need to try to use this thing, let them drive for a bit, and check-in after a week

On a budget and time crunch? These assets will get the job done, too:

  • Technical documentation that breaks down every, single, granular, detail with corresponding images
  • Infographics that articulate the workflows based on each use case
  • Hi-fi screenshots of the product — from setup to implementation to (if applicable) end-user experience
  • GIFs! Use a tool like CloudApp to bring that documentation to life by turning those screenshots into little mini-movies

Integrate as a part of launch

You have one chance to get a product launch RIGHT.

There will be no time (unless something goes horribly wrong, Elizabeth Holmes), that this large of an audience will be talking about and looking into buying your product all at once. Take this opportunity to make it easier than ever: integrate it!

Remember that whole, ‘you can’t be everything to everybody all the time’ advice from Alice?

Remember and focus on what you ARE good at: your core solutions. And seek help at what you AREN’T as good at: operationalizing your core solutions.

Not only will integrating your core product with your buyers’ existing tech stacks make it that much easier for them to consider buying from an implementation side, it’ll lend incredible credibility and trust to your brand and product.

So don’t be shy, ride those integration partner coattails and make implementing, accessing, and getting the most value out of your product as enjoyable and seamless as possible, right from the start.

And that, my friends, is how you launch a product.

“But wait,” said the product marketer.

“That’s it!? Where’s the thought leadership? Where’s the assessment? You started this whole series off talking about being a teacher — and when I was in school we didn’t just stop the metamorphosis unit after we saw that butterfly sneak out of the cocoon. There were tests! There were projects! I demand a recount!”

Ah yes, young grasshoppers, nothing gets past you.

Rest assured, there will be more to come in the final part of this series, where we’ll tackle how to flawlessly and comprehensively drive maximum adoption (arguably our most critical KPI) through tools and content that will turn your buyers not just into adopters, but super users (and connectors) of your business for years to come.

Meet Aubyn Casady

Principal Product Marketing Manager, G2

Aubyn Casady runs partner marketing in her role as Principal Product Marketing Manager for G2. She has spent her marketing career launching campaigns, products, and partnerships for some of Chicago’s top SaaS companies while moonlighting as a freelance content writer and product marketing consultant.

Outside of her full-and-a-half-time marketing responsibilities, Aubyn manages and sings every weekend with Chicago’s premium event band, Rush Street Rhythm.

Connect with Aubyn on LinkedIn here.  

Launching a Campaign? Avoid Expensive Mistakes With the DAB Framework

This is the seventh post in our new content series, No Fluffs Given. We’re tired of the fluffy content in our LinkedIn feeds, with no real substance or actionable takeaways. So we’re teaming up with some of the best B2B marketers we know. People who have ACTUALLY done this stuff before. And giving you new, actionable tactics to implement today.

Things that give me goosebumps:

  • “The Sound of Silence” by Simon and Garfunkel (Hello darkness, my old friend.)
  • When I’m half asleep in the middle of the night and my kid’s standing beside the bed staring at me 
  • Really cold weather (Duh.)
  • This cat:
  • That moment after a campaign goes live when someone says, “Uh, I think the form’s broken/I clicked the button, but I never received an email/I got a 404 error.

If you’re running a marketing campaign, you need flawless execution. Or else you’re flushing time and money down the toilet—while giving prospects a sloppy first impression. 

I’m gonna share a framework that will help you avoid expensive, sloppy mistakes. 

But first, I need you to understand something:

If something goes wrong, you have no one to blame but yourself

You’ve orchestrated the most brilliant marketing campaign on Earth. You’re sure it’s gonna make a big splash—like a grown man cannonballing into a pool. 

But campaigns have lots of moving parts and lots of room for error. If you don’t set clear expectations for everyone involved, you could find yourself in a pickle

Like the time I realized nobody set up the Pardot form handler (because I never said who was responsible for doing it). And we found out a few minutes before the campaign went live (because I never said who was responsible for testing the page). 

As we raced around in a panic to get everything fixed, I realized an important lesson: This wasn’t anyone’s fault but my own. I had created unnecessary stress for my team—and myself—by assuming people knew who was responsible for what.

From that day on, I stopped assuming and started dabbing. 

Introducing The DAB Framework

OK, so Migos might have popularized dabbing, but The DAB Framework was all me, baby. It consists of three steps: Discuss, Analyze, and Better.

DAB whenever you run a campaign to set clear expectations and minimize human error.

D is for Discuss

Imagine a long line of dominoes. Flick the first one, and the rest come tumbling down in sequential order. Remove a single domino, and you, my friend, are screwed. 

Likewise, a marketing campaign is a planned sequence of activities. Your job is to make sure each step happens when and how it’s supposed to. Success requires collective clarity.

Hold a kickoff before the work starts to discuss campaign goals, tasks, and timeline so that everyone’s on the same page. 

At the kickoff, talk through a campaign brief that includes the following:

  • The why: Marketing leaders struggle to align diverse teams around a shared goal—and it’s even harder when you have a remote or hybrid team. One way to get everyone fired up and moving in sync is tying their work to the business strategy. Kick off the debrief by explaining Who’s this for? and Why are we doing it?
  • Project board with timeline: At The Predictive Index, we use Asana. Within my Content Team Portfolio, I create a new project board for every cross-functional campaign. At the debrief, I talk through tasks, assignees, and due dates. I also ask people to raise concerns ahead of time. Like Hey, I’ll be on PTO next month. Can you move the due date back a week or assign the task to someone else?
This is the project board I used to manage the 2021 CEO Report campaign.
  • RACI chart: Here are a few things I never want my employees to say to me: “I quit,” “You have chia seeds in your teeth,” and “I don’t know who’s doing what.” Luckily, there’s an easy fix for that last one: a simple RACI chart. It outlines who’s responsible, accountable, consulted, and informed for each task or decision. 

Note: Most of the time, skill sets and job titles determine who does what—but consider behavioral drives, too. Each team has its own personality. If a workgroup is task-oriented (vs. people-oriented), it can be prone to conflict. You might add a people-oriented employee to that workgroup to improve team cohesion.

This is the RACI chart I used for that same campaign.
  • KPIs: You already set the stage for how the work contributes to the overarching business strategy. Now it’s time to share specific direct and indirect metrics you’ll be measuring to determine campaign success. Working toward shared KPIs also builds camaraderie and motivation. Woot!
  • Premortem: Back when I was playing with She-Ra and He-Man dolls, researchers found that you can increase your ability to predict future outcomes by 30% by imagining the event already happened. Henceforth, the project premortem was born. After you’ve briefed your team on the plan, ask: “Fast forward to the future and imagine that this campaign was a failure. What did we get wrong?” 

Note: We also do pre-parades. These are similar to premortems … but instead of imagining what went wrong, we imagine what went right. And we use the list to strengthen our plan. 

A is for Analyze

After the campaign is over, hold a post-mortem to analyze the campaign’s success … or failure. (In step three, you’ll use these learnings to strengthen future campaigns.)

First, pull your metrics, highlighting wins in green and losses in red. 

Next, get everyone who was part of the campaign in a room—or on the Zoom. Share the campaign results, then ask two questions: “What went right?” and “What went wrong?” 

Encourage them to think not only about channels and tactics but also teamwork and process. 

Let them know the exercise isn’t about placing blame on anyone. It’s to help you work better together.

Even if you hit your goals, there’s usually something that went wrong. Like an SME didn’t review the copy until the night before launch day then asked for revisions, causing the writer and designer to work into the wee hours of the morning. As the campaign leader, you have the power and the responsibility to stop that from happening next time. 

I try to be sensitive to the fact that people have different needs and preferences based on how they are behaviorally wired. While some employees are comfortable brainstorming out loud and sharing ideas on the fly, others break out in hives at the mere thought of it

That said, when I’m running a group activity—whether it’s a premortem, a postmortem, or anything else—I optimize for different behavioral styles. You can do the same. 

Give the group a heads up that everyone will be expected to share an idea at the meeting. This way, the people who like to prepare their thoughts in advance can. And everyone else can wing it. 

B is for Better

“Fool me one time, shame on you. Fool me twice, can’t put the blame on you.” – J. Cole

I take the same approach when it comes to making mistakes at work. Drop the ball once, that’s OK … I’m gonna learn from it. But hell WILL freeze over before I drop the same ball twice. That’s because I use my failures to refine my processes. 

Process is errrrrrything. 

As a final step, better your campaign process by implementing post-mortem learnings.

It might be as simple as adding a new task to your project board template. 

Or you might find you need to rethink and refine an entire process. 

Here are a few examples of how I’ve bettered my process:

  • I knew I dropped the ball by forgetting to assign someone to set up the Pardot form handler. I fessed up to my mistake at a post-mortem then added a “set up form handler” task to my project board template so it wouldn’t happen again.
  • At a post-mortem, someone said, “We had new people doing things for the first time. People were unclear on how to move forward, and people had lots of questions.” Afterwards, I refined my campaign process by adding a new step: walking the group through the project board step-by-step before beginning work so they could ask questions up front. 

OK, imagine I’m yelling this next bit from the mountaintop … because that’s how important it is.

Make improvements right after the post-mortem. Like most things in life, if you save it for “later,” you might never get around to it. Bettering your process needs to be a priority. 

Setting clear expectations is an act of love

At a live show in 1966, Art Garfunkel told the crowd that “The Sound Of Silence” is about “the inability of people to communicate with each other, not particularly intentionally, but especially emotionally, so what you see around you are people unable to love each other.”

The inability to communicate clear expectations underpins many campaign failures. It also underpins many dysfunctional teams. 

When you don’t communicate clear expectations, you set your co-workers up to fail. 

When you do communicate clear expectations, you set them up to succeed. 

In that way, setting clear expectations is an act of love. 

If you love your team, set them up to succeed. 

Go the extra mile. Do the extra prep. 

I promise it’ll pay off.

Meet Erin Balsa

Marketing Director, The Predictive Index

Erin Balsa is a writer, editor, and content marketer. At The Predictive Index, she helped launch a new market category and create demand for a blue ocean product to secure a $50M Series A. She’s also written for leading B2B SaaS companies, including HubSpot, Drift, G2, and Greenhouse.

Connect with Erin on LinkedIn here.  

Why G2 Reviews Are More Important Than Analyst Reports

Metadata is once again in G2’s latest reports in the leader quadrant and continues to be #1 in customer satisfaction!

We recently announced Metadata’s return as a Leader in G2’s Summer 2021 Grid© Report for Account-Based Advertising, receiving the highest overall satisfaction rating among all products in the category.

This reprise is significant to restoring brand awareness in a dynamic market and capturing the voice of our customers.

Constantly optimizing products and services is a default setting for us. Using accurate insight is critical, and where better to get that from the user, their experience, and their feedback?

All eyes are on G2, and we think they have a winning approach.

That’s why we’re firm believers that customer reviews are far superior to analyst reports.

Why We Rely on G2

I received positive feedback from my recent LinkedIn post reacting to what Manny Medina from Outreach says on analyst firms.

“They spend 59 minutes telling you how your software is just a feature in someone else’s solution and then try to sell you their consulting services.”

I couldn’t agree more with Manny. Innovation isn’t coming from analyst firms.

Word of mouth has become the #1 channel in B2B marketing. Think about the modern buying process.

If you want to invest in an ABM platform, you’re not going to start hopping on demos left and right until someone sells you on their solution.

You’re going to do your due diligence and research online, see what customers have to say, and ask your friends in the B2B space if they know a good platform.

It’s for this reason why G2 is so insanely popular.

The word of a customer will always carry more weight than the word of the company itself. That’s why I believe G2 is the future of how people will purchase, with less focus on the analysts and more on direct customer feedback.

But it’s essential to get a solid understanding of how G2 works and how you can make the most out of it.

Why do we love it?

For one, G2 was conceived in a basement by five SaaS technology entrepreneurs that loved working together and loved building companies that helped entrepreneurs thrive.

We have an innovative tech marketplace where businesses find, review, and manage the technology they need for growth. G2 aims to be the trusted source to help operators make educated technology decisions.

The benefit is the third-party validation in the market — directly coming from the customer’s path to purchase.

They operate to ensure it’s a valued source of information so that buyers can make accurate comparisons between products. It’s equal access and representation, which helps to contextualize user-informed feedback.

G2 knows analysts are not vendors or users of the software they are reporting on, and their focus is on helping buyers select the best software using peer reviews from the ones who have used it – not analyst reports.

How We Rely on G2

We use G2 in so many ways at Metadata. It’s one of the things we know we can point to that has helped us tell our story and stand out to customers as an early-stage startup.

Here’s how we rely on G2 at Metadata:

  • We use G2 content in all of our marketing
    Social proof is the best kind of marketing, so we turn our best G2 reviews into quotes and testimonials. We include them throughout our website and add them to our landing pages.

    We add the latest G2 badges to our website, email signatures, and social profiles whenever the quarterly reports are released.

  • We build Metadata audiences from G2 intent data
    With G2 intent data, we can see which companies are looking at our G2 profile, competitors’ profiles, and relevant product categories.

    And with the G2 integration we announced earlier this year, we can automatically target potential buyers at these companies using Metadata campaigns on Facebook and LinkedIn.

  • We use language from G2 reviews to improve our messaging
    The best product marketers use the same language their audience is using.

    We look at how our customers describe what we do and how we make their lives easier in their G2 reviews. Their language helps us stay on top of our messaging, so we know it will land with our audience.

Make the Most of It

Online reviews matter. They impact your website traffic, brand loyalty, length of your sales cycle, and ultimately – your revenue.

Any business that does not have an effective customer review strategy fails to benefit from customer feedback.

You need to have the right resources in place to generate more reviews and update your existing ones. The real value comes from analyzing each review, good or bad.

Here’s where you can start if you’re new to customer reviews on G2:

  • Keep your profiles on G2 and LinkedIn up-to-date

    G2 reserves the right to remove any reviews, comments, or other content contributed by users if their profiles are missing critical information.

  • Make “asking for reviews” a normal part of the customer success process

    Don’t assume customers, even the most loyal ones, will take the initiative to write a review. 70% of customers will leave a review when prompted, so one of the best ways to encourage customer reviews? Just ask.

  • Make it easy for your customers to leave reviews

    Find friendly and unique ways to ask customers to write reviews. You can word your ask using different open-ended questions like “Tell us about your experience.”

Our rise in the latest G2 rankings proves that listening to our customers, not analysts, was the right call for us. It helps us expand on what’s working and build a better product for our customers.

While many things influence buying behavior, few are more impactful than genuine reviews from real customers. They should be a top agenda for any company striving to remain relevant, drive revenue, and grow its reputation.

7 Reasons Why You Shouldn’t Buy Metadata

Hey there.

If you’re reading this, you probably fit the Metadata audience. If we’re lucky, you might even fit our ICP. (If you don’t, we don’t hold it against you.) 

Instead of just selling you on all things Metadata, we want to take this space to give an honest (if not unbiased) breakdown of when it makes sense to buy Metadata—and when it doesn’t.

We honestly believe that most demand gen teams will see a major impact by using Metadata. But, if I’ve learned anything from BANT and living in Chicago, it’s that there’s a season to everything. 

Our goal for this guide is to let you accurately gauge whether you’re in the right season for Metadata. If you are, great—let’s talk. If you’re not, keep coming back here to talk shop

We’ll spare you the pitch slap.

1. You don’t spend (or aren’t planning to spend) $20k/month+ in paid social ads

Why is money talk always so uncomfortable? 

If you’re not spending at least $20k every month in paid social ads, Metadata might not be the right fit just yet. And, no, it’s not because we want you to spend more (our pricing isn’t based on a cut of your ad spend). 

It’s for two other, semi-related reasons:

First, we know that getting truly experimental with your social ads requires a good chunk of change so that you can get statistical significance (and maybe even get a little funky with it as you try new things out). 

The $20k mark isn’t arbitrary: we’ve found that our most innovative customers invest at least $50k to actually learn something (and then do something with what they’ve learned).

Based on our work with these customers, we recommend that you give every experiment at least 2x the spend of your target cost-per-Lead. 

In a phrase: higher spend matched with experimentation means you can improve your messaging, your targeting, and your ad creative.

Second, and a little more simply, we don’t want you to have to pay 40%+ of your total ad spend on our platform (pricing starts at $3,950/month). We’re marketers, too. We wouldn’t spend 40% of our ad budget on a platform, and we want what’s best for you. 

The Metadata price tag is well worth the outcome, but only if you have the ad spend to support experimentation.

2. You don’t have the time (or resources) to refresh your ad creative and content

You know how you always hear the same Ziprecruiter ad read on every podcast you listen to? 

Don’t do that to your audience with your campaigns either.

Letting your ad creative and content go stale will cost you, and you won’t get the results you’re looking for out of your paid campaigns.

Whether they’re in-house, from an agency, or just a really great freelancer, you need access to copywriters and designers who can help you consistently refresh your campaigns. 

Without the updates, you’ll exhaust your audience instead of educating and engaging them. 

To keep your campaigns fresh, we follow a three-part testing philosophy called the 3 As:

  1. Audiences. This is where we help our customers start testing, since targeting is the most important part of this three-part equation. We figure out which audiences are converting and which audiences aren’t by looking at our data sources and how you’re building your targeting. 
  2. Ads. Once we find which audiences are converting, you can start testing different ad variations. We recommend testing the ad concept (the design), variations on the concept (does this red background work better than that blue background?), and then the copy and CTA. Having a wide range of ad creatives at your disposal means you’ll be able to sustain a higher daily budget as you scale your experiments. 
  3. Assets. This is the actual content offer that you’re promoting in your ads. We exhaust testing out targeting and ad creatives first before recommending that you create new content—and you can repurpose your existing content so you don’t always have to come up with new content offers for campaigns.

3. You care more about lead quantity than quality

Say you want to get as many leads as you can with a bunch of different ads (or blasting your budget at the same ad creatives). 

We’re not here to tell you how to run your marketing, but we can tell you one thing: you don’t really need an ABM or demand gen platform for that approach. You can do it natively in the social ad platforms you’re using. 

Here’s why we believe in quality over quantity: when a customer first starts using Metadata, often their lead volume goes down and their CPL goes up. 

It freaks customers out. 

But, with time, they see that better targeting with Metadata means they’re generating much higher quality leads at a lower cost-per-MQL. Even if the cost-per-Lead is a little higher. (Don’t believe me? Check out our conversation with FiveTran.)

Higher quality leads for your sales team means more conversions to pipeline and revenue. 

It’s why one of our main metrics for assessing ROI with Metadata is looking at Lead-to-Opportunity and Lead-to-Customer conversion rates before and after implementing our platform. 

Long story, short: if you’re jamming your funnel with garbage that doesn’t convert, wouldn’t you want to pay more if you knew these leads would actually convert to pipeline and revenue?

4. You want to run 1:1 display ads

1:1 just isn’t our thing.

Yes, it’s highly requested. But we’ve never seen better performance from a 1:1 ad compared to a 1:few or 1:many campaign. 

(Most of the channels we work with don’t support 1:1 display ads anyway, for consumer privacy reasons.)

Since 1:1 campaigns are entirely customized, you can’t truly experiment to learn what can be applied to other accounts and campaigns.

Sure, you can use 1:1 ads and see good results—but the one-off approach clashes with our core experimental philosophy. 

There’s another upcoming complication: with the pending (and much reported) death of cookies, it’ll get even harder to measure the accounts you’ve personalized campaigns for. (Maybe you get impressions and clicks from 1:1 ads, but what revenue impact did that view or click have?) 

Our take in more concrete terms: the ROI rarely makes sense for building content, creative, messaging, and execution on a single account unless your deal sizes are 8+ figures or your TAM is <250 accounts. 

5. You’re looking for an all-in-one ABM solution

First: Metadata is not an all-in-one solution for ABM. Second: an all-in-one ABM solution doesn’t actually exist. 

It’s not that we don’t believe in ABM, exactly. It’s more that we think of ABM as a marketing approach, not a marketing technology. You shouldn’t be limited by what an ABM platform can or cannot do. Every marketer has different requirements, so to think that there’s an all-in-one platform that will do everything you need it to is borderline insane. 

Side note as an example: G2’s “ABM” category has a ton of subcategories for each tool, including targeting, advertising, tracking, gifting, and more. 

These are some of the elements ABM platforms tackle, to varying degrees of success:

  1. Account selection and prioritization. Figure out which accounts are a good fit based on historical CRM data, firmographic data, and intent data if it’s included in the platform. With your account lists created, these platforms often help you prioritize accounts. This is what we see as the biggest strength of ABM platforms. 
  2. Intent data. Some ABM platforms have their own, while others rely on third-party data pulled in for your subscription. You can also use standalone tools, like G2 or Bombora, to gather this intent data on your own (we don’t have intent data, but we integrate with both of these tools). We encourage marketers to test out different intent data sources, but you should know that having intent data doesn’t automatically mean you will see value from it. 
  3. Activation and advertising. This is where Metadata shines. ABM platforms typically focus on display ads with limited paid social capabilities, so activating intent data for your target audiences is a more manual approach. In contrast, Metadata helps you launch and automate ad campaigns based on intent data (and a whole lot of other data sources) so you don’t have to manually do all of this on your own. Other ABM platforms rarely offer experimentation, but with Metadata you can test what works and let the platform reallocate your budget for you. 
  4. Reporting. ABM platforms usually report on engagement, with the assumption that more engagement = more revenue. But account engagement doesn’t always have a direct line to revenue, so the best marketers are still looking for the answers that will help them build pipeline and close deals. 

You might have already gotten the sense that we don’t think of Metadata as an ABM platform (it’s not).

Instead, we look at the Metadata platform as an operating system for B2B marketers. 

Metadata sits in between, not on top of, what you have in place.

We connect your systems of record to your systems of action so you can get more use out of your existing technology and advertising channels.

6. You’re just looking for demo requests or trial signups

Everyone (including us) wants qualified hand-raisers.

If only it were that easy. 

Only about 1% of your target audience is actively looking to buy whatever you’re selling, so lighting up “Request a Demo” across all your (cold) audiences just isn’t going to work. 

Whether you believe in funnels or not, you need to be willing to educate your target audience on problems they may or may not be aware of. 

That stands in stark contrast to blasting them with ads about why your company or product is better than any of the alternatives in the market. 

More than 50 years ago, Eugene Schwartz tackled prospect awareness in his classic book Breakthrough Advertising. He breaks awareness down into five distinct phases:

  1. Most Aware: Your prospect knows your product, and only needs to know “the deal.”
  2. Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for them.
  3. Solution-Aware: Your prospect knows the result they want, but not that your product provides it.
  4. Problem-Aware: Your prospect senses they have a problem, but doesn’t know there’s a solution.
  5. Completely Unaware: No knowledge of anything except, perhaps, their own identity or opinion.

We typically use the three middle stages when we get prospects and customers up to speed with a winning approach to demand gen and account-based marketing. 

Only by moving from problem to solution, and then from solution to product, can you get to the deal. 

This takes time, budget, and a big investment in content. But it also means that when your audience is ready to buy, you’ve already made their shortlist.

7. You don’t want to experiment with your campaigns

Experimentation is usually challenging (and scary) for B2B marketers. Most avoid it.

You spend so much time fighting for new messaging, new designs, and new offers. You’re so confident it’s all going to land until it doesn’t.

It’s frustrating. It’s humbling. It sucks.

If you’re not experimenting because you’re too scared to fail, you’re looking at it the wrong way.

Experimenting with your campaigns helps prove marketing ROI and, even more importantly, prove you’re not wasting money.

It helps you quickly identify what’s working and what’s not. So you can double down on the experiments that do land and kill the ones that don’t.

By killing campaign experiments that don’t land, you get to learnings faster so you can apply them to your next campaign. 

Sure, you can still use Metadata if you don’t want to experiment much with your campaigns. But you’ll 100% miss out on the most important of the platform and leave revenue on the table.

Metadata Named Leader in G2 Summer 2021 Grid Report for Account-Based Advertising

Metadata Achieves Highest Overall Satisfaction Rating among all products in Account-Based Advertising

SAN FRANCISCO, July 12, 2021-, the first demand generation platform for B2B marketers, today announced its leadership position in the most recent G2 Summer 2021 Account Based Advertising Grid Report. Products in the Leader quadrant are rated highly by G2 users and have substantial Market Presence based on market share, seller size, and social impact. 

Metadata has consistently ranked high in the past three years of G2 Reports. The scores are sourced from actual customer feedback and includes: time to ROI, how well it meets requirements, user adoption, and likelihood to recommend. 

Metadata has consistently received the highest satisfaction scores across the entire competitive field, where 99% of users rated it 4 or 5 stars, and 92% said they would recommend to other B2B marketers. is also a leader in the Lead Intelligence, Marketing Account Intelligence, Account-Based Analytics, and Account-Based Orchestration Platforms categories. 

“Metadata’s #1 commitment is to client satisfaction and success is reflected by our loyal customers,” said Gil Allouche, CEO and founder, Metadata. “The word of a customer will always carry more weight than how an industry analyst might rank you. G2 provides an opportunity to showcase companies from the mouths of their customers directly.  It is a great honor to receive this repeated positive feedback and recognition.”

“Metadata is creating serious momentum as it is the #1 product in multiple G2 Summer 2021 Index Reports across the Account-Based Advertising and Account-Based Orchestration categories, ” said Emily Malis, Market Research Manager at G2. Metadata has also been named a Leader in numerous ABM Summer 2021 Grid Reports, including Account-Based Advertising, Account-Based Analytics, and Marketing Account Intelligence. This validates how customers fully leverage its features as part of their account-based strategies. It is the authentic voice of the customer that powers our reports at G2, and Metadata’s reviews continue to receive above-average customer feedback. There are new innovative ways to execute account-based marketing, and Metadata is spearheading the way to get B2B marketers closely tied to revenue.”

B2B marketers use Metadata to run paid campaign experiments at scale. Metadata’s demand generation platform automates how campaigns are launched, finds the best performing experiments and self-optimizes based on what drives pipeline and revenue. With Metadata, revenue marketers at Zoom, Okta and ThoughtSpot have experienced as much as 4.5X ROI in as little as 90 days.

The G2 Grid is based on real, unbiased user reviews and rates platforms algorithmically from product reviews shared by G2 Crowd users and data aggregated from online sources and social networks. The G2 Crowd ranking takes into account several factors buyers should consider including product attributes, vendor market presence, customer satisfaction, G2 Net Promoter Score® and the quality and age of reviews. Vendors in both reports are ranked by customer satisfaction and market presence. See the full report on G2’s site.

About Metadata

Metadata is the first demand generation platform that launches paid campaign experiments and self-optimizes to revenue. Through AI and machine learning, Metadata helps B2B marketers automate the repeatable and time-consuming parts of running paid campaigns so they can focus more of their time on strategy, targeting, and creative. B2B marketers at Zoom, Okta, and ThoughtSpot rely on Metadata to get closer to revenue.

How to Launch Software Products: Part I

What recruiters see when they fly through my LinkedIn profile: an MBA.

What I actually have: A Master’s Degree in Elementary Education.

That’s right, fam. I spent 7 total years in college — not one-minute studying marketing, sales, or business. 

But somehow, through my experience imparting subtraction strategies to a mostly disinterested group of 2nd graders, I’ve found myself uniquely fitted to use those exact skills to position, launch, and campaign software products.

Now before you get defensive, no, I’m not calling software buyers second graders (however, kids these days accessing their parents’ iPhone app store has apparently become quite the expensive problem).

What I’m suggesting is that the basics behind teaching a classroom of 25 distracted, fidgety kids about a new skill aren’t far from what product marketers do to teach an oversaturated, exhausted audience of buyers about a new product — at least the product marketers who do it effectively.

But hey, before I lose you non-teachers, you can do this too! 

Even if you didn’t waste six figures on a useless degree (hand-raised emoji), you are undoubtedly a product of the education system, so the teacher’s method for launching and campaigning software products should be a fun and approachable method for all. 

Let’s unpack it.

Getting started

Think back to when you were in grade school, and your teacher enthusiastically and overwhelmingly announced, “Today we’re going to start a new unit!” 

It probably happened after a long weekend, or spring break, or something appropriately and emotionally conclusive. Maybe it was a unit you couldn’t WAIT for  — the one you’d only heard about through lore and legend from grade-schoolers past. 

Like the ever-anticipated metamorphosis unit (I will never unsee that butterfly emerge from that chrysalis. So gross. So awesome. So weird). 

Or maybe it was the one unit you hoped your teacher would somehow forget (aka long division). 

Either way, this day marked the start of something new, exciting, challenging, and most importantly: it was an opportunity to learn new shit. 

And a teacher worth her chops was going to make sure every single one of her students — regardless of interest, knowledge, or comprehension-level — was going to come out of this thing knowledgeable; and hopefully in most cases, engaged, ready, and wanting to know more; and perhaps in a small few cases, inspired by that unit as a potential career path. 

This, in marketing, is no different than the goals of your new product launch campaign. 

Your primary objective should be educating everybody; your secondary, to be engaging most; and your third  — if you do the first two right — capturing and converting a few. 

But before your teacher started name-droppin’ larva and pupa on a classroom of kids, she had to assess what her audience’s knowledge level was. 

  • Were they ready to learn about metamorphosis?
  • Had they been sufficiently prepared in their previous grades? What about previous schools?
  • What about the kids who didn’t really like bugs?
  • How are they going to compare to the kids who have private tutors and go to science camp every summer?

These are the challenges a teacher has to tackle every new unit, just as marketers have to with every new product launch campaign. Which leads me to the first part in a 3-part product-launch campaign framework: Foundational Knowledge. 

In this series, I’ll outline the 3 key stages for a successful product launch campaign, broken down into critical (sometimes cringey) phases to deliver the best possible outcome: a huge raise (or like, at least a shit ton of words of affirmation from your customers and colleagues alike, which, honestly, this  3 wing 2 Leo will take). 

Foundational knowledge (what they should already know)

How long have you been working at your current company?

In most cases, the longer your tenure, the more equipped you are to educate your audience about who you are and what you do. 

You know this stuff inside and out — the target persona, their challenges, their needs, their desires, and just how your existing products and this new launch solves them all. 

But make the mistake of thinking your audience is as knowledgeable as you’ve become about your space, and you’ll find yourself trapped in a Bill Murray-esque Groundhog Day nightmare of exhausting, failed, seemingly never-ending product launches. 

Did I not use enough buzzwords?

The longer you’ve been working somewhere (or in a specific industry), the more common knowledge you assume your industry, solutions, and products are.

When in reality, your audience’s knowledge level (especially for those of us trying to expand into new segments, markets, geographies, and departments) is — pun always intended — all over the map. 

So in order to launch a new product, you need to assess and reinforce the foundational knowledge required to truly educate your audience about your existing product(s). 

This process is broken down into 3 key phases:

  1. Research
  2. Response
  3. Regroup

The Research phase

Not all stages of a product launch campaign are as humbling, frustrating, and cringey, I promise. 

But while this one never fails to disappoint in the :::gag::: department, it is truly the most critical in making sure your launch doesn’t fail before it starts. 

Before you begin to build foundational knowledge about your product, you need to assess what foundational knowledge your audience already has — and in turn, is still looking for. 

And that requires honesty — from both your audience, and yourself.

But as my therapist so often says, “let’s start with you.”

It’s like people only do things because the get paid. And that’s just really sad.

It doesn’t matter how much company swag you wear, Kool Aid you drink, or retweets you’ve made as you interact with your brand. 

Your audience — unless your brand team has done something insanely right — is probably not as engaged. And therefore, probably not as knowledgeable about what your company does, what it stands for, and what solutions and products you have to offer. 

Giving yourself a good healthy gut check can be as easy as reminiscing about (or in some cases painfully reopening) the past, when you first started working where you’re at now.

How was that first week or two? Exhausting? Overwhelming? Confusing as hell?

Yeah. That’s probably the average knowledge-level of your target audience. Don’t say I didn’t warn you that this would be cringey.

But now that you’ve knocked yourself down a few pegs, it’s time to dig into the actual state of your audience. 

To understand that, you’ll need to gather, collect, hoard, and analyze as much insight as possible. This will tell you what your audience already knows, where knowledge gaps exist, and exactly what you need to reinforce (and in some cases, reteach) before you can introduce a totally new product. 

Collecting these insights can seem arduous, and some companies are much more well-equipped to do so than others, but do not skip this step. 

Here’s a few methods to capture insights at any level:

Customer reviews

When’s the last time you checked out your product profile on software reviews sites like 

You might surprise yourself with the honest feedback you’re already getting from your customers on that site. 

Don’t have enough reviews to go on?

Build yourself a little cushion of time before the campaign kicks off by running a free G2 Review Campaign. 


The sophistication, detail, and budget of this option can run the gamut — from hiring Experience Management consultants like Qualtrix, to hosting incentivized focus groups, to sending out a Google Form or Survey Monkey to a sample size of your target audience. 

Depending on your time and budget, maybe you run all three. But don’t get too caught up in the type of survey, as much as the quality. 

The key will be making sure you target a broad enough audience (covering all segments you plan to hit with your product launch campaign), and the types of questions you’re asking (covering all assumed foundational knowledge requirements for someone to understand, see the value in, and want to buy your product). 

Sales calls

It’s the thing we all can do at any time, but so rarely make the time for.

But if surveys and reviews are too much of a time or budget crunch, I can promise you one thing you can do the second you finish this blog for free.99: find a salesperson who will let you sit in on their next call today. 

And if your company has a Revenue Intelligence tool like Gong or Chorus?

You might already have an existing treasure trove of calls, insights, and customer knowledge to sort through at your fingertips. 

The Response phase

I sincerely hope that stage wasn’t as painful for you as it has been for me, but regardless, you did it. It’s over. 

You have a pretty good grasp of what your audience knows, by segment, and thus a place to start to reinforce and solidify the foundational knowledge they will need in order to be able to build upon with the introduction of a new product. 

And just like a perfect aperitif to precede the first wine pairing in a multi-course meal, nailing this step will tee up your launch deliciously and seamlessly. 

(cocktail break)

What’s cool about the response phase? 

By mostly talking about stuff they know (with a little newness sprinkled in), you’ll respond to all the research you asked them for, by giving your audience confidence in the products and solutions you already offer. 

They’ll feel like mini-SMEs at the outset of this stage, and who doesn’t love being the smart one in the room? Gold stars for everyone!

But what’s even COOLER?

You’ll get to pull from, update, or create some epic evergreen content that will get so many miles, long beyond the conclusion of this campaign. 

There’s nothing worse (or more expensive) than amazing content collecting digital dust.

So dig up the old, brush off the cobwebs, give it a facelift, or set out to retell your core product story in a way you haven’t quite told it before. 

Set the stage for what’s to come, fill those knowledge gaps you identified, and get everyone up to speed on who you are, what you do, and just how incredible your existing product and solution already is.

Do this right? Next stage your audience won’t know what hit ‘em.

This type of content can look like:

You don’t have to reinvent the wheel with your content. Just retell it.

A blog series

Blogs are a great way to turn big stories (ahem, like your whole product story) into bite-size chunks that don’t overwhelm. 

And bonus? They’re also ways to snag some critical SEO-driven traffic in the process.

Identify what the foundational knowledge you need your 101 audience segment to know and serve up a three or four part blog series that breaks down what you’re trying to reteach into manageable tracks. 

You can break it down by packages, personas, use cases, past, present, future — it’s really your call. 

But dissecting it into something manageable will avoid overwhelming, and give them small, quick wins along the way (and if you choose to pair each blog with a segmented email send, it’ll begin building engagement loyalty before you even launch!). 

A (well designed) guide

There’s nothing I love more than something awesome coming back around to deliver even more value, so for the same reason I’m holding onto all my Lauren Conrad-inspired chunky headbands, it’s time to dig your heels into repurposed content. 

I’m telling you, they will make a comeback.

Ya know that blog series you just wrote for your 101 audience? 

Write a quick intro, conclusion, and swap out some of that basic introductory language for some #levelup pro tip callouts and you’ve got yourself a 201 polished asset ready to be sent to your more sophisticated audience. 

An ad campaign

Everybody loves feeling like a pro — so give the people what they want!

No doubt you’ve got tons of juicy, pro tip nuggets you can scrape from your blog series and eBook. 

Compile a list (focus on compelling data and numbers for your ad copy — people love compelling data and numbers), and set up an ad campaign using a demand generation platform like Metadata to play out throughout your foundational knowledge stage, in conjunction with your blog series and eBook distro plan. 

Alternate the CTA link with the content you built for that target audience, and by the end of this thing your audience will have no choice but to be ready for what’s to come. 

Don’t have a demand generation platform yet? Staggering posts across your various social media accounts will do the trick, too!

The Regroup phase

You’re so close. 

You’ve identified your segments’ knowledge level through thoughtful research, you’ve created and distributed content to bring everyone up to speed — what’s left to show for it?

Data. And tons of it. 

From social, to email, to your CMS, to your demand gen platform, you’ve been measuring how your audience has been interacting with everything you’ve put out so far.

It would be silly not to take a beat, dig into how it went, and use those insights to either proceed as planned confidently, or take some necessary time to recalibrate and restructure your launch plan. 

You just spent a ton of time and energy not just educating the market you planned to launch to, but you also got them primed and ready to engage with your product launch…or did you? 

Digging into your engagement data will paint a clear picture of just how well you did at this, and assessing how your first stage went will be critical to laying out the rest of your campaign plan.

  • Did your audience in fact engage as planned?
  • Did your 101 audience spend tons of time on page, while your eBook readers barely downloaded?
  • Did you capture unpredicted traffic from new segments thanks to your stellar SEO skills?
  • Did you identify new markets that you should open up your targeting strategy to?

Unless you are an absolute marketing master (in which case, honestly you should be writing this blog, not me), you will be surprised

You will be disappointed. You will eat crow. And you will find opportunities to double down on what worked like a damn charm. 

This may look like shifting budget to a different medium, or focus more broadly on a market you didn’t realize cared so much.

This may look like scrapping a segment all together that you thought was ideal, or even pausing your launch for a month until you can really wrap your arms around how much didn’t go as planned. 

But none of these outcomes, regardless of how much you didn’t see them coming, are bad. They are the outcomes you need to set up your launch for as much success as possible. 

That’s where you’re being measured. That’s what you need to knock out of the park. And that’s what sets apart product marketing managers from product marketing leaders. 

So don’t be afraid. This is the end of the cringe. 

So as you tackle this first stage, be HUNGRY for research.

Create CLEVER, multi-use content. And run at lightning speed towards the data these steps deliver you. 

Your launch post-mortem presentation slides will thank you later. And maybe — because I guess they’re important too — so will your customers. 

In the second part of this three part series, I’ll dig into the part you’ve been waiting for (and let’s be honest, the part you’re low key pissed I didn’t get to in this first part), THE LAUNCH.

We’ll talk about how this foundational knowledge tees up all this new information, and how to break your launch into phases that make sense for your buyer, and keep your audience engaged well beyond the most stressful day in any product marketer’s life: Launch Day.

Meet Aubyn Casady

Principal Product Marketing Manager, G2

Aubyn Casady runs partner marketing in her role as Principal Product Marketing Manager for G2. She has spent her marketing career launching campaigns, products, and partnerships for some of Chicago’s top SaaS companies, while moonlighting as a freelance content writer and product marketing consultant.

Outside of her full-and-a-half-time marketing responsibilities, Aubyn manages and sings every weekend with Chicago’s premium event band, Rush Street Rhythm.

Connect with Aubyn on LinkedIn here.