Last updated: January 11, 2022
It’s a situation that so many SaaS companies find themselves in. Your Product team just released a new feature but didn’t tell Marketing until the last minute. Now Marketing has to scramble to get some launch messaging together.
They hustle and manage to draft an announcement email, whip up a landing page, and push a few posts out on social media. A few customers express interest in the new feature, but mostly, the reaction is crickets. After the dust settles, Marketing gets back to all the other projects they’re responsible for, and Product goes heads down again, plugging away at the next release.
Sound familiar? New feature launches are a dynamite way to boost existing customers' engagement, increase new customer adoption rates, and attract new waves of signups. They’re also an excellent opportunity to build rapport across departments, especially with Product and Engineering. However, getting a feature launch right requires two crucial elements: proper planning and high-impact launch messaging. And you can’t have the latter without the former.