A new product
When you’re launching something new.
Maybe you’re launching a killer capability the market has never seen before. Maybe you’re expanding your offer to break into a new market or keep pace with competitors. Maybe you’re spinning up new services around your core product.
Taking a new offer to market is a huge moment of change for teams ready to make the most of it.
Things you’ll need:
- A bridge between buyers, sellers and product teams. Validate that your internal vision of what the market values matches what customers actually want.
- Refined personas. Your new offer might change your sweet spot — not just demographics (like size and job role), but by psychographics (like beliefs) and channels.
- A strategy for your sub-brands. Consider a new product identity that connects to your core offer but gives your new offer room to breathe.
- A refreshed site and story. Don’t bury your hot new thing under top-line categories. If it’s exciting for buyers, bend your logic and get it front and center for all to see.
- A link between your goals and activities. Name some specific goals (like revenue, new users, up/cross-sell, trials) and work backwards to create a connected plan toward them.
Big inflection points need specific, tailored responses. But launching new products usually involves some mix of:
- Galvanizing story
- Messaging
- Visual identity
- Naming
- Website
- Content
- Sales enablement
- GTM Blueprint
- Search
- Always-on optimization
