how hubspot launches products - productcamp boston
TRANSCRIPT
![Page 1: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/1.jpg)
How HubSpot Launches Products
![Page 2: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/2.jpg)
Partner Day Event 2015
Narrative 1
Hi.
Jeffrey Vocell Principal Product Marketing Manager
@jvocell
![Page 3: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/3.jpg)
We’re going to talk about
1. How Product Marketing is Structured
2. Launch Process
3. HubSpot’s Three Seasons
4. Q&A?
@jvocell
![Page 4: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/4.jpg)
Product Marketing at HubSpotStructure
@jvocell
![Page 5: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/5.jpg)
Kipp BodnarCMO
VP, Content & Product Marketing VP, Demand Gen VP, Brand & Buzz VP, Sales Marketing
@jvocell
![Page 6: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/6.jpg)
Team Manager
PMM PMM PMM PMM
@jvocell
VP, Content & Product Marketing
![Page 7: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/7.jpg)
Product Manager Product Marketing Manager
Work as a part of a small autonomous team to define, and understand a problem then deliver a solution.
@jvocell
![Page 8: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/8.jpg)
We have no roadmap
![Page 9: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/9.jpg)
Or sprints
![Page 10: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/10.jpg)
Instead, we focus on big themes that Solve For The Customer (SFTC)
@jvocell
![Page 11: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/11.jpg)
Product Marketing at HubSpotLaunch Process
@jvocell
![Page 12: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/12.jpg)
Product launches are a lot like overnight success. Many think they just happen.
In reality, a lot of planning and hard work goes into a successful launch.
![Page 13: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/13.jpg)
1. How differentiating is this change?
2. How intuitive is this change?
There are two questions we ask for every release:
![Page 14: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/14.jpg)
A quick example of non marketable, and intuitive
1. Settings layout change
2. Navigation change
![Page 15: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/15.jpg)
Phase 1: Understanding
@jvocell
![Page 16: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/16.jpg)
We’re directly embedded with our teams
@jvocell
![Page 17: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/17.jpg)
Deeply understand who you are selling to
![Page 18: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/18.jpg)
Analyze the Market (TAM, GTM, oh my!)
@jvocell
![Page 19: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/19.jpg)
Look at competition. How are they positioning their product?
Scott Brinker’s Marketing Technology Landscape
![Page 20: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/20.jpg)
Phase II: Positioning
@jvocell
![Page 21: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/21.jpg)
Step 1: Write a draft press release
![Page 22: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/22.jpg)
![Page 23: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/23.jpg)
What should you do 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
![Page 24: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/24.jpg)
Step 2: Create a Creative Brief & Positioning Doc
![Page 25: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/25.jpg)
Phase III: Launch Plan
@jvocell
![Page 26: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/26.jpg)
Create a Launch Plan
![Page 27: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/27.jpg)
Step 1: Launch Overview
![Page 28: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/28.jpg)
Step 2: Goals, Positioning, Screenshots
![Page 29: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/29.jpg)
Step 3: Launch Channels
![Page 30: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/30.jpg)
What are Product Notifications?
![Page 31: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/31.jpg)
Launch Channels
![Page 32: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/32.jpg)
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
![Page 33: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/33.jpg)
![Page 34: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/34.jpg)
![Page 35: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/35.jpg)
![Page 36: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/36.jpg)
![Page 37: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/37.jpg)
Step 4: Internal Audiences
![Page 38: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/38.jpg)
What is Product Nation?
• Once-a-month meeting with stakeholders from each department to discusslatest 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
![Page 39: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/39.jpg)
Product Marketing at HubSpot3 Seasons
@jvocell
![Page 40: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/40.jpg)
HubSpot Launch Seasons
Seed Season INBOUND
INBOUND 2016
Tuna Season
![Page 41: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/41.jpg)
Season 1: INBOUND
@jvocell
![Page 42: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/42.jpg)
For a Large INBOUND 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
![Page 43: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/43.jpg)
Questions?
@jvocell
![Page 44: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/44.jpg)
![Page 45: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/45.jpg)
Season 2: Tuna Season
![Page 46: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/46.jpg)
What is Tuna Season?• 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.
![Page 47: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/47.jpg)
Season 3: Seed Season
![Page 48: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/48.jpg)
What is Seed Season?• This is when new product development starts. • For Product Marketing, this is also when we immediately start to develop a Total Addressable Market
![Page 49: How HubSpot Launches Products - ProductCamp Boston](https://reader031.vdocuments.mx/reader031/viewer/2022012919/58eeff5d1a28ab372f8b46a1/html5/thumbnails/49.jpg)
Questions?
@jvocell