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How HubSpot Launches Products - ProductCamp Boston
HubSpot's Product Marketing Manager Jeffrey Vocell discusses the structure and launch process of product marketing at HubSpot during a 2015 Partner Day event. The process involves understanding the customer, market analysis, positioning, and creating a comprehensive launch plan, while HubSpot operates within three distinct launch seasons: inbound, tuna, and seed. Each season focuses on different aspects of product development and marketing, ensuring that the product meets market needs and is effectively communicated to customers.
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How HubSpot Launches Products - ProductCamp Boston
- 1. How HubSpot LaunchesProducts
- 2. Partner Day Event 2015 Narrative1 Hi. Jeffrey Vocell Principal Product Marketing Manager @jvocell
- 3. We’re going totalk about 1. How Product Marketing is Structured 2. Launch Process 3. HubSpot’s Three Seasons 4. Q&A? @jvocell
- 4. Product Marketing atHubSpot Structure @jvocell
- 5. Kipp Bodnar CMO VP, Content& Product Marketing VP, Demand Gen VP, Brand & Buzz VP, Sales Marketing @jvocell
- 6. Team Manager PMM PMMPMM PMM @jvocell VP, Content & Product Marketing
- 7. Product Manager ProductMarketing Manager Work as a part of a small autonomous team to define, and understand a problem then deliver a solution. @jvocell
- 8. We have noroadmap
- 9.
- 10. Instead, we focuson big themes that Solve For The Customer (SFTC) @jvocell
- 11. Product Marketing atHubSpot Launch Process @jvocell
- 12. Product launches area lot like overnight success. Many think they just happen. In reality, a lot of planning and hard work goes into a successful launch.
- 13. 1. How differentiatingis this change? 2. How intuitive is this change? There are two questions we ask for every release:
- 14. A quick exampleof non marketable, and intuitive 1. Settings layout change 2. Navigation change
- 15.
- 16. We’re directly embeddedwith our teams @jvocell
- 17. Deeply understand whoyou are selling to
- 18. Analyze the Market(TAM, GTM, oh my!) @jvocell
- 19. Look at competition.How are they positioning their product? Scott Brinker’s Marketing Technology Landscape
- 20.
- 21. Step 1: Writea draft press release
- 23. What should youdo with the Press Release? • Share it with your Product Manager • If you have a copywriter on staff, get any suggestions from them • Reduce, and revise
- 24. Step 2: Createa Creative Brief & Positioning Doc
- 25. Phase III: LaunchPlan @jvocell
- 26. Create a LaunchPlan
- 27. Step 1: LaunchOverview
- 28. Step 2: Goals,Positioning, Screenshots
- 29. Step 3: LaunchChannels
- 30. What are ProductNotifications?
- 31.
- 32. Launch Channels •Website • Blog(s) •Customer Blog • Marketing Blog • Sales Blog • Product Updates Blog •Targeted Email • Dedicated Partner Email • Customer Forums on inbound.org • HubSpot Social Channels • Login Screen CTA • Internal Wiki •Video • Press Outreach • HubSpot Academy • HUG Groups • Help Documentation •Webinar • Partner Dropbox • External Tool (i.e. websitegrader.com) • Influencer Outreach • Smart Content • In-App Messaging • Paid Advertising
- 37. Step 4: InternalAudiences
- 38. What is ProductNation? • Once-a-month meeting with stakeholders from each department to discuss latest product updates, feedback, and plans. Led by Product Marketing, but some of the folks involved are: • Product Manager • Support Product Expert • Services Product Expert • Sales Product Expert • Implementation Specialist • Inbound Professor (HubSpot Academy) • Sales Engineering
- 39. Product Marketing atHubSpot 3 Seasons @jvocell
- 40. HubSpot Launch Seasons SeedSeason INBOUND INBOUND 2016 Tuna Season
- 41.
- 42. For a LargeINBOUND Release: • Run the Launch Process we went through, but we’ll add: • Message Testing - Generally 25+ weeks ahead of release • Video - Write script and work with in-house video team to produce • Case Study - We will always have a case study, or multiple, for a large scale release. • Nurturing - Nurturing campaigns are launched while the keynote is being delivered • New Web Content/Tools - New pages/microsites/or tools are launched while the keynote is being delivered
- 43.
- 45. Season 2: TunaSeason
- 46. What is TunaSeason? • Tuna season is when we look across the market at industry trends, look at a lot of our own internal data and deeply think about what’s coming next. • From a launch standpoint we are generally releasing smaller releases in this stage, so while we may not actively be working on new launches we work on helping sales.
- 47. Season 3: SeedSeason
- 48. What is SeedSeason? • This is when new product development starts. • For Product Marketing, this is also when we immediately start to develop a Total Addressable Market
- 49.