Positioning and Launching a New Product

Dan Murphy has led product marketing at Privy and Drift, where he’s overseen over 70 product launches and more than a dozen large, new product launches. In this guide, he walks through how to position and launch major new offerings, including new products, products introduced to new verticals, acquired products, and important partnerships.

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Questions covered in this guide:

Why invest in positioning and launching new products?

What are the different types of “new” product?

How far in advance should you start planning?

What are some of the publicity tactics to consider for a big launch?

Who runs the launch and who should be involved?

What type of research should you do to determine positioning?

What positioning frameworks should you consider?

What are typical steps in the launch?

What launch activities might be involved (by launch type)?

What can you do to meet launch dates?

What tools do you use as a part of the process?

What are the most important pieces to get right?

What are the common pitfalls?

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