#118- The Product Launch Playbook with Derek Osgood

<p>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?</p> <p>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.</p> <p><strong>In this episode, we discuss:</strong></p> <ul> <li>What makes a successful product launch?</li> <li>The elements of a winning launch</li> <li>Best research practices, tactics, tips, and tools</li> <li>Common mistakes and oversights</li> </ul> <p><strong>Highlights:</strong></p> <ul> <li><strong>[00:03:37]</strong> The ingredients to a successful launch</li> <li><strong>[00:08:34]</strong> Walkthrough of a successful launch (plus a laundry list of important questions to consider)</li> <li><strong>[00:12:11] </strong>Internal marketing and the importance of communicating across teams</li> <li><strong>[00:17:17]</strong> How teams get it wrong, dos and don'ts</li> <li><strong>[00:20:39]</strong> A simplistic way to segment your audience</li> <li><strong>[00:26:25]</strong> Message testing tips - the how, when, and why</li> <li><strong>[00:32:02]</strong> Specific tactics and tools Derek uses to find pricing and understand features</li> </ul> <p><strong>Sources mentioned in the episode:</strong></p> <ul> <li><a href="http://userinterviews.com/awkward"><u>http://userinterviews.com/awkward</u></a></li> <li><a href="https://www.linkedin.com/company/haveignition/"><u>Ignition LinkedIn</u></a></li> </ul> <p><strong>About Our Guest</strong></p> <p><a href="https://www.linked