#118- The Product Launch Playbook with Derek Osgood
Awkward Silences
English - March 01, 2023 13:44 - 46 minutes - 42.8 MB - ★★★★★ - 73 ratingsTechnology research product ux design product management research ops uxr ethnography customer interviews Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
According to Derek Osgood, it takes a "great product and product marketing collaboration" to get people to adopt products. But with such a small window of opportunity and many moving parts, it's easy to get it wrong. So how do massively successful brands execute a winning product launch?
Join Erin and JH as they welcome guest Derek Osgood, CEO of Ignition, to examine the key components of a product launch. Derek shares his perspective on branding at scale as he outlines critical aspects to consider before, during, and after launch. He also provides a step-by-step walkthrough of a successful go-to-market strategy, complete with specific marketing tactics for planning, targeting, collaboration, and research.
In this episode, we discuss:
What makes a successful product launch?The elements of a winning launchBest research practices, tactics, tips, and toolsCommon mistakes and oversightsHighlights:
[00:03:37] The ingredients to a successful launch[00:08:34] Walkthrough of a successful launch (plus a laundry list of important questions to consider)[00:12:11] Internal marketing and the importance of communicating across teams[00:17:17] How teams get it wrong, dos and don'ts[00:20:39] A simplistic way to segment your audience[00:26:25] Message testing tips - the how, when, and why[00:32:02] Specific tactics and tools Derek uses to find pricing and understand featuresSources mentioned in the episode:
http://userinterviews.com/awkwardIgnition LinkedInAbout Our Guest
Derek Osgood is a product marketing specialist, entrepreneur, and Founder & CEO of Ignition, a platform that helps brands streamline go-to-market strategies. He has launched several products that have collectively generated over $1 billion in revenue. Before Ignition, Derek worked as Director of Product Marketing at Rippling, Director of Marketing and Growth at BBVA, and as a Product Manager at Playstation.