Deliverables
Create content calendar
LinkedIn Teasers (2 weeks to 1 week before launch):
"Your approval process exists. Nobody follows it.
We spent 6 months figuring out why.
What we found surprised us.
More on this next week."
"2 years ago, our CTO got woken up at 3am.
Our servers were maxed out.
Customers were affected.
We had no warning.
That night, we decided to build something better.
It launches next Tuesday."
[Include team photo or behind-the-scenes image]
"We interviewed 100 DevOps teams.
Here's what 87 of them said:
'We're always reacting. Never planning ahead.'
Sound familiar?
Launch is 7 days away."
"First look at what we've been building.
[Include blurred screenshot or partial UI reveal]
Full reveal on [Launch Date].
Want early access? Link in comments."
"Our team testing the final build.
[Video or photo of team]
48 hours until launch."
"3 days.
What if you could predict problems before they happened?
You'll find out Tuesday."
Cross-post to Twitter
- Shorter versions of LinkedIn posts
- Thread format for longer stories
- More frequent (2-3 posts between each LinkedIn post)
Engage in comments
- Reply to every comment
- Answer questions without spoiling launch
- Build anticipation with a response like "Great question. You'll see on Tuesday!"
6.2 Launch Day Activation
What you're creating: Coordinated multi-post launch activation across LinkedIn, Twitter, and team channels.
Primary launch posts
"Today, we're launching [Product Name].
[One-sentence description of what it does]
Here's why we built it:
[2-3 paragraphs on the problem, your approach, what makes it different]
Key capabilities:
[Benefit 1]
[Benefit 2]
[Benefit 3]
[Include demo video or product screenshot]
[Product] is available now. [CTA]
Link in comments."
Tweet 1: "It's here 🚀
[Product Name] is now live.
Here's what you need to know 👇"
Tweet 2: "Problem: [Paint the pain point]"
Tweet 3: "We built [Product] to [solve it by X approach]"
Tweet 4: "It works like this: [3-step process]"
Tweet 5: "Early customers are seeing [result]"
Tweet 6: "Available now: [link]"
Founder/CEO post
Personal, authentic, shares the "why behind the why"
"Six months ago, [story of the moment that inspired this].
Today, we're launching [Product].
[Personal reflection on what this means, what you hope it achieves]
Grateful to [team members, customers who gave feedback, etc.]
Can't wait to see what you build with this.
[Link]"
Employee advocacy
Provide team with:
- Pre-written posts they can customize
- Assets to share (images, videos)
- Hashtag to use
- Encourage personal stories
"Proud to launch [Product] today.
I've been working on [specific feature/aspect] for [timeframe].
What I'm most excited about: [personal angle]
Check it out: [link]"
Live updates throughout the day
"🎉 100 teams signed up in the first 2 hours.
Blown away by the response.
Haven't checked it out yet? [link]"
"One of my favorite parts of [Product]: [specific feature]
[Quick demo video]
See it in action: [link]"
"[Customer Company] just went live with [Product].
'[Quote from customer]' — [Name, Title]
Love seeing teams get value on day 1."
Monitor and engage
- Respond to every comment/mention
- Answer questions quickly
- Reshare user posts
- Thank people for sharing
Post-launch social momentum (feature spotlights, customer stories, educational content) is covered in Chapter 9.
6.3 Paid Media Campaigns
What you're creating: Paid campaigns that drive awareness in the weeks before launch and conversions during launch week.
Define campaign phases and objectives
- Pre-launch awareness (2-3 weeks before): Reach the right ICPs with teaser-style ads. Goal: build familiarity, drive newsletter sign-ups or waitlist registrations.
- Launch week conversion (launch day to 1 week after): Drive trials, demos, or sign-ups. Goal: capture demand at peak interest.
Build LinkedIn ad creative (3-5 variants)
LinkedIn is the highest-intent channel for B2B launches. Build a small portfolio of ads to test:
- Variant A — Problem-led: Lead with the customer pain point + your solution
- Variant B — Demo-led: Short video clip from your product demo (15-30 sec)
- Variant C — Social proof-led: Customer quote or stat + product visual
- Variant D — Founder-led: Personal post from CEO/founder explaining the why
- Variant E — Comparison-led: "Old way vs. new way" framing
"Your team spends 4 hours a week chasing approvals.
[Product] cuts that to 15 minutes.
See how → [CTA]"
Build Google Search ad copy (3-5 variants)
Target high-intent keywords identified in Chapter 5.3 (SEO research). Each ad should:
- Include the primary keyword in the headline
- Lead with the outcome, not the feature
- Have a single, specific CTA
Headline 1: Capacity Planning Software
Headline 2: Prevent Downtime in Real Time
Description: Predict resource needs 48 hours in advance. Trusted by 500+ DevOps teams. Start your free trial today.
Set up audience targeting
- LinkedIn: Job titles + company size + industry that match your ICPs (defined in Chapter 1)
- Google: Match types around problem keywords + competitor terms (cautious bidding)
- Exclude: Existing customers, current free trial users
Allocate budget across the launch window
The overall paid ads budget allocation was set in Chapter 2.2. Within that, split as:
- Pre-launch awareness: 30%
- Launch day blitz: 30%
- Launch week conversion: 30%
- Reserve for top-performing ads: 10%
Set up conversion tracking
- Track sign-ups, trials, demo bookings
- Attribute conversions to specific ad/audience combinations
- Calculate ROAS (return on ad spend) per channel
- Pause underperforming variants after 3-5 days of data.
Build the asset pack
- Feature highlight cards (1080x1080) - one per major feature
- Quote cards (1080x1080) - for customer testimonials and key stats
- LinkedIn/Twitter images (1200x627) - for link previews
- Video clips (15-30 sec) - short cuts from the product demo videos built in Chapter 3.6
- Animated GIFs - feature walkthroughs for inline use in posts and ads
Keep design consistent
- Use the same fonts, colors, and visual style across all assets
- Follow your brand guidelines
- Make text readable at small sizes (mobile-first)
