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How HubSpot Launches Products
Partner Day
Event 2015
Narrative 1
Hi.
Jeffrey Vocell
Principal Product Marketing Manager
@jvocell
We’re going to talk about
1. How Product Marketing is Structured
2. Launch Process
3. HubSpot’s Three Seasons
4. Q&A?
@jvocell
Product Marketing at HubSpot
Structure
@jvocell
Kipp Bodnar
CMO
VP, Content &
Product Marketing
VP, Demand Gen VP, Brand & Buzz VP, Sales Marketing
@jvocell
Team Manager
PMM PMM PMM PMM
@jvocell
VP, Content &
Product Marketing
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
We have no roadmap
Or sprints
Instead, we focus on big themes that
Solve For The Customer (SFTC)
@jvocell
Product Marketing at HubSpot
Launch Process
@jvocell
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.
1. How differentiating is this change?
2. How intuitive is this change?
There are two questions we ask for every release:
A quick example of non marketable, and intuitive
1. Settings layout change
2. Navigation change
Phase 1: Understanding
@jvocell
We’re directly embedded with our teams
@jvocell
Deeply understand who you are selling to
Analyze the Market (TAM, GTM, oh my!)
@jvocell
Look at competition. How are they
positioning their product?
Scott Brinker’s Marketing Technology Landscape
Phase II: Positioning
@jvocell
Step 1: Write a draft press release
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
Step 2: Create a Creative Brief & Positioning Doc
Phase III: Launch Plan
@jvocell
Create a Launch Plan
Step 1: Launch Overview
Step 2: Goals, Positioning, Screenshots
Step 3: Launch Channels
What are Product Notifications?
Launch Channels
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
Step 4: Internal Audiences
What is Product Nation?
• Once-a-month meeting with stakeholders from each department to discuss

latest 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
Product Marketing at HubSpot
3 Seasons
@jvocell
HubSpot Launch Seasons
Seed Season INBOUND
INBOUND
2016
Tuna Season
Season 1: INBOUND
@jvocell
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
Questions?
@jvocell
Season 2: Tuna Season
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.
Season 3: Seed Season
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
Questions?
@jvocell

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How HubSpot Launches Products - ProductCamp Boston

  • 2. Partner Day Event 2015 Narrative 1 Hi. Jeffrey Vocell Principal Product Marketing Manager @jvocell
  • 3. We’re going to talk about 1. How Product Marketing is Structured 2. Launch Process 3. HubSpot’s Three Seasons 4. Q&A? @jvocell
  • 4. Product Marketing at HubSpot Structure @jvocell
  • 5. Kipp Bodnar CMO VP, Content & Product Marketing VP, Demand Gen VP, Brand & Buzz VP, Sales Marketing @jvocell
  • 6. Team Manager PMM PMM PMM PMM @jvocell VP, Content & Product Marketing
  • 7. 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
  • 8. We have no roadmap
  • 10. Instead, we focus on big themes that Solve For The Customer (SFTC) @jvocell
  • 11. Product Marketing at HubSpot Launch Process @jvocell
  • 12. 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.
  • 13. 1. How differentiating is this change? 2. How intuitive is this change? There are two questions we ask for every release:
  • 14. A quick example of non marketable, and intuitive 1. Settings layout change 2. Navigation change
  • 16. We’re directly embedded with our teams @jvocell
  • 17. Deeply understand who you are selling to
  • 18. Analyze the Market (TAM, GTM, oh my!) @jvocell
  • 19. Look at competition. How are they positioning their product? Scott Brinker’s Marketing Technology Landscape
  • 21. Step 1: Write a draft press release
  • 22.
  • 23. 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
  • 24. Step 2: Create a Creative Brief & Positioning Doc
  • 25. Phase III: Launch Plan @jvocell
  • 27. Step 1: Launch Overview
  • 28. Step 2: Goals, Positioning, Screenshots
  • 29. Step 3: Launch Channels
  • 30. What are Product Notifications?
  • 32. 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
  • 33.
  • 34.
  • 35.
  • 36.
  • 37. Step 4: Internal Audiences
  • 38. What is Product Nation? • Once-a-month meeting with stakeholders from each department to discuss
 latest 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
  • 39. Product Marketing at HubSpot 3 Seasons @jvocell
  • 40. HubSpot Launch Seasons Seed Season INBOUND INBOUND 2016 Tuna Season
  • 42. 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
  • 44.
  • 45. Season 2: Tuna Season
  • 46. 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.
  • 47. Season 3: Seed Season
  • 48. 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