#118- The Product Launch Playbook with Derek Osgood

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 launch
• Best research practices, tactics, tips, and tools
• Common mistakes and oversights

Highlights:

• [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 features

Sources mentioned in the episode:

• http://userinterviews.com/awkward
• Ignition LinkedIn

About 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.