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.

Infrequently Asked Questions

Launching a new product comes with a lot of hidden complexity. Here’s a bunch of common speed bumps we help clients sail over.

How is your market already solving this problem? /
What’s the killer feature or benefit? /
Is there an emotional hook? /
How does this interact with the rest of your offer? /
What are the new buyer journeys for prospects vs. existing customers? /
What commercial actions do you want your audience to take? /

How is your market already solving this problem? /
What’s the killer feature or benefit? /
Is there an emotional hook? /
How does this interact with the rest of your offer? /
What are the new buyer journeys for prospects vs. existing customers? /
What commercial actions do you want your audience to take? /

How is your market already solving this problem? /
What’s the killer feature or benefit? /
Is there an emotional hook? /
How does this interact with the rest of your offer? /
What are the new buyer journeys for prospects vs. existing customers? /
What commercial actions do you want your audience to take? /

How is your market already solving this problem? /
What’s the killer feature or benefit? /
Is there an emotional hook? /
How does this interact with the rest of your offer? /
What are the new buyer journeys for prospects vs. existing customers? /
What commercial actions do you want your audience to take? /

How is your market already solving this problem? /
What’s the killer feature or benefit? /
Is there an emotional hook? /
How does this interact with the rest of your offer? /
What are the new buyer journeys for prospects vs. existing customers? /
What commercial actions do you want your audience to take? /

What we bring to the party

Need something that’s not on the list? We probably do that too.

See our services

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

We love working closely with our clients to seize new opportunities.

Whatcha got?

Where have we done this before?

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Discover InVision’s bold triplet of TOFU videos, and learn how they influenced their Freehand product’s purchase process.

Creating a monster for HubSpot

HubSpot needed a new campaign that could go head-to-head against the incumbents — without alienating loyal customers. We delivered this.

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