Data Talks, Episode 18
Data Talks is Exago’s podcast on all-things business intelligence, analytics, and application software. This month, we’re turning our attention to the crucial role SaaS marketing teams play in the deployment of feature enhancements and major product updates. How do feature launches differ from initial product launches? How do you reposition your product when it undergoes a revolutionary change? What’s the process for going to market again? Georgiana Laudi and Claire Suellentrop, co-founders of SaaS marketing and growth consultancy Elevate, join us to relay some critical advice on making the most of your feature launch.
Segment 1: Going to Market Again
(1:00) The genesis of Elevate.
(3:10) The differences between a feature launch and a product launch.
(6:30) How feature deployment can impact existing customers.
(10:40) Taking a tiered approach to feature deployment.
(15:40) Mapping enhancements to marketing tiers.
(17:50) When to involve Marketing in feature development.
(19:40) Using beta feedback in your messaging.
(26:30) Best practices for naming features vs products.
(39:00) When Marketing doesn’t think a feature will appeal.
Segment 2: What We Are Nerding Out About
(42:00) Claire and Gia: the difference between measuring user engagement and measuring their derivation of value from the product.
Claire Suellentrop helps B2B and B2C SaaS companies like Wistia, FullStory, Edgar, and Death to the Stock Photo get out of the “echo chamber” and inside their best customers’ heads. She’s spoken internationally about the impact of customer research, and her methods have generated record-breaking email open rates, click-through rates, and new user signups.
She loves helping teams develop greater empathy for their customers, and find marketing messages that create stronger connections (aka: higher conversions).
Georgiana Laudi has been working with SaaS companies like Unbounce, Appcues and Sprout Social since 2009. She’s been launching and building B2B and B2C brands online since Y2K was a thing. In three years, she built a team that grew revenue 900% and 14th on the Deloitte Fast50, without any major funding.
Having scaled marketing teams from a founder run blog to 35 strong, she loves helping ambitious managers grow into great leaders, and empowering teams to build high-impact, cross-functional solutions for growth.