Chapter 09
Post-Launch Activities
week 1 after launch
Launch day is just the beginning. This phase converts interest into adoption and momentum into growth.
9.1 Content Distribution
What you're creating: Systematic distribution of launch content.
Deliverables
→Content repurposing plan
→Distribution calendar
→Outreach lists
How to execute
1
Repurpose core content:
·From launch event/demo video, create:
1.Short clips (15-30 sec) for social
2.GIFs showing key features
3.Quote cards from customer testimonials
4.Blog post recapping event
5.SlideShare deck
6.Infographic of key stats
·From launch blog post, create:
1.LinkedIn article
2.Twitter thread
3.Email newsletter segment
4.Social posts (break into 5-7 posts)
5.Sales one-pager
2
Distribute across channels:
·Week 1 (T+1 to T+7):
1.Blog: "5 Ways to Use [Product]" (T+2), "Behind the Build: How We Made [Feature]" (T+5)
2.Social: Feature spotlight posts (daily), Customer testimonials (2-3x), How-to clips (3-4x)
3.Email: Post-launch newsletter (T+2), Feature deep-dive series (T+3, T+5, T+7)
4.Community: Post in relevant subreddits (if allowed), Share in Slack communities, Post in LinkedIn groups
·Week 2 (T+8 to T+14):
1.Blog: Customer case study (T+10), "What We Learned Launching [Product]" (T+14)
2.Social: Continue feature education, Share customer wins, Engage with user-generated content
3
Reach out to influencers/partners:
·Build outreach list: Industry influencers (Twitter, LinkedIn), Relevant newsletter publishers, Podcast hosts, YouTube creators, Partner companies
·Outreach template:
1."Hi [Name],
2.We just launched [Product], which [one-sentence value prop].
3.Thought it might resonate with your audience because [specific reason].
4.Happy to: Give you early access, Provide a custom demo, Share our launch data/insights.
5.Would this be interesting?
6.[Your name]"
4
Pitch to publications:
·Target publications: Industry publications (TechCrunch, VentureBeat for tech), Trade publications, Local business press, Newsletters (Morning Brew, etc.)
·Pitch angle: Not "We launched a product", But "We're solving [big industry problem]", Or "Here's new data about [trend]", Best: "This company is doing [interesting thing] differently"
5
Engage in communities:
·Where to share (if relevant and allowed): Hacker News, Product Hunt, Reddit (in relevant subreddits), IndieHackers, LinkedIn groups, Slack communities, Discord servers
·How to share: Lead with value not promotion, Participate in discussion, Be helpful not salesy, Genuine engagement
Who owns itContent Marketing, Product Marketing
TimelineOngoing, most intensive T+1 to T+14
9.2 Retargeting Campaigns
What you're creating: Paid campaigns to convert engaged audiences.
Deliverables
→Retargeting audiences built
→Ad creative variations
→Landing pages for retargeting
How to execute
1
Build retargeting audiences:
·Audience 1: Website visitors — Visited landing page but didn't sign up, Window: Last 30 days, Message: "Still thinking about [Product]?"
·Audience 2: Video viewers — Watched 50%+ of demo video, Window: Last 14 days, Message: "Liked what you saw? Try it free."
·Audience 3: Email engagers — Opened launch email but didn't click, Window: Last 7 days, Message: "Missed our email? Here's what's new."
·Audience 4: Trial starters (didn't activate) — Signed up but haven't used key feature, Window: Last 7 days, Message: "Need help getting started?"
2
Create ad variations
For each audience create 3 variants·Variant A: Feature-focused — Headline: "[Feature] makes [outcome] easy", Image: Product screenshot, CTA: "See how it works"
·Variant B: Benefit-focused — Headline: "Achieve [outcome] in [timeframe]", Image: Before/after or result, CTA: "Start free trial"
·Variant C: Social proof — Headline: "Join [X] teams using [Product]", Image: Customer logos or testimonial, CTA: "Read case study"
3
Optimize landing pages:
·For website visitors: Address common objections, Include pricing transparency, Show demo video, Offer live chat
·For video viewers: Skip the explainer video (they've seen it), Jump straight to benefits, Show next steps clearly, CTA: Start trial
·For trial users: "Having trouble? We're here to help", Link to getting-started guide, Offer onboarding call, Highlight quick wins
4
Set up conversion tracking
Track sign-ups, trials, demos booked. Attribute conversions to specific ad/audience. Calculate ROAS. Optimize based on performance5
A/B test everything:
·Headlines
·Images
·CTAs
·Landing pages
·Offer (free trial vs. demo vs. pricing page)
Who owns itPaid Media Manager, Growth Marketing
TimelineStart T+1, run for 30-60 days
Budget$3,000-$10,000 depending on scale
9.3 Customer Proof & Testimonials
What you're creating: Social proof assets from early users.
Deliverables
→Customer testimonials (written)
→Video testimonials (2-3)
→Case studies (1-2)
→Usage stats/metrics
How to execute
1
Identify early advocates
Look for customers who·Activated quickly (within 48 hours)
·Use product daily/frequently
·Achieved measurable results
·Have engaged positively (email replies, social mentions)
·Work at recognizable companies
2
Request testimonials:
·Outreach email:
1."Hi [Name],
2.I noticed you've been using [Product] since we launched. [Specific observation about their usage].
3.Would you be open to sharing your experience?
4.It'd help other teams understand how [Product] can help them.
5.Happy to make it easy: Quick 3-question survey (2 min), 15-min video call (we'll edit), Written testimonial (we'll draft, you edit).
6.Interested?
7.[Your name]"
3
Collect testimonials:
·Questions to ask: What problem were you trying to solve? What did you try before [Product]? Why did you choose [Product]? What results have you seen? What would you tell someone considering [Product]?
·Written testimonial format: "[Product] helped us [achieve specific result] in [timeframe]. Before, we were [old way/problem]. Now, [new reality/outcome]. It's been a game-changer for our team."
·Video testimonial script: Introduce yourself (name, title, company), Problem you faced, Why you chose [Product], Results you've seen, Recommendation
4
Create case studies:
·Title: "How [Company] achieved [Result] with [Product]"
·Structure: Overview (company background, challenge, why they chose you), Solution (how they implemented, features they use, process they followed), Results (quantitative metrics, qualitative benefits, customer quote), Conclusion (key takeaways, what's next)
·Length: 800-1,200 words
5
Showcase proof:
·Where to use: Website (homepage, product pages), Sales materials (deck, one-pagers), Social media (quote cards), Email campaigns, Paid ads, Case study library
·Formats to create: Quote cards (1080x1080), Video snippets (30 sec), Written case studies, Logo walls, Stats graphics ("87% reduction in X")
Who owns itCustomer Marketing, Product Marketing
TimelineStart requesting T+7, publish T+14
Tools neededGoogle Forms (for surveys), Zoom (for video), Canva
9.4 Sales Feedback Loop
What you're creating: A system to capture and act on sales team insights.
Deliverables
→Weekly sales sync
→Objection tracker
→Win/loss analysis
→Product feedback log
How to execute
1
Set up weekly sales sync
Meeting structure (30 min)·What's working (5 min): Which messages, assets, demos are winning
·What's not (10 min): Objections, confusion, gaps
·Product feedback (10 min): Feature requests, bugs, usability issues
·Action items (5 min): What needs to change
2
Track objections
Build objection log (see table below)3
Conduct win/loss analysis
For every closed deal collect·Wins: What made them choose you? Which features mattered most? What competitors did they consider? How long was sales cycle? What content was most helpful?
·Losses: Why did they go with competitor? What features were they missing? What objections couldn't we overcome? What could we have done differently?
4
Collect product feedback
Create shared doc for sales to log·Feature requests from prospects
·Bugs or usability issues customers report
·Competitive features we're missing
·Use cases we haven't considered
·Weekly, review and categorize: Quick wins (fix immediately), Roadmap items (plan for future), Nice to haves (low priority), Won't fix (out of scope)
5
Update materials based on feedback:
·"Customers don't understand [Feature]" → Simplify messaging, create better demo
·"Losing to [Competitor] on [Feature]" → Update battle card, build competitive content
·"This case study is crushing" → Create more like it, promote it more
·"Pricing is confusing" → Simplify pricing page, create comparison table
| Objection | Frequency | Current Response | Effectiveness | Suggested Improvement |
|---|---|---|---|---|
| Too expensive | 15 | Show ROI calculator | Medium | Need clearer value story |
| We use [Competitor] | 10 | Battle card | High | Working well |
| Seems complicated | 8 | Offer demo | Low | Need simpler messaging |
Who owns itProduct Marketing, Sales Ops
TimelineWeekly meetings, ongoing updates
Tools neededGong (call analysis), Notion, Salesforce
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