How to Plan Feature Launch Messaging to Maximize Adoption

August 7, 2019

(Coming Soon)

Georgiana Laudi & Claire Suellentrop

Forget The Funnel

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. 

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Georgiana Laudi & Claire Suellentrop

When it comes to growing multi-million dollar SaaS businesses, we’ve seen what works. Both separately and together, we've built best-in-class brands from the ground up and played key roles in revenue growth. While our background stories may differ — Gia’s a Canadian who’s been marketing since 2000; Claire’s an American whose marketing career began in 2012 — we’re united in wanting to support those growing SaaS companies, and to provide resources they need to step up as strategic leaders. You can learn more about us here.

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