The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#163: Product | Behind The Scenes of a Successful B2B Product Launch with Zach Roberts and Natalie Taylor

6 snips

Aug 1, 2024

Guest

Natalie Taylor

Guest

Zach Roberts

Zach Roberts, founder of Break into Product Marketing, and Natalie Taylor, Head of Marketing at Capsule, share their secrets to B2B product launch success. They emphasize the importance of understanding buyer challenges and crafting buyer-centric positioning strategies. The duo discusses the increasing power of video content in launch campaigns and the significance of collaboration with sales teams for effective materials. They also explore leveraging B2B influencers and social media metrics, particularly on LinkedIn, to enhance engagement and ensure a successful launch.

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Episode notes

Intro

00:00 • 2min

Mastering B2B Product Launches

02:02 • 19min

The Power of Launch Videos

21:25 • 6min

Leveraging Influencers for B2B Product Launch Success

27:50 • 4min

Navigating Platform Choices and Influencer Engagement for Effective Product Launches

31:24 • 5min

Influencer Marketing Dynamics

36:21 • 10min

Strategic B2B Product Launches

46:12 • 8min

Dave is joined by Zach Roberts, founder of Break into Product Marketing, and Natalie Taylor, Head of Marketing at Capsule to share. their experiences and strategies for successful product launches in B2B.

Zach and Natalie cover:

How to build a buyer-focused product launch by understanding and addressing your buyer’s key challenges
The power of video content in creating engaging and effective product launch campaigns
Best practices for collaborating with sales teams to develop impactful sales enablement materials

Timestamps

(00:00) - - Intros
(05:51) - - How to Launch Without the Product
(08:26) - - Refining Insights for Successful Product Launches
(14:44) - - Content and Privacy Regulations
(15:58) - - Crafting a Buyer-Centric Positioning Strategy
(20:10) - - Strategic Startup Audio Feature Launch Approach
(27:20) - - Working with B2B Influencers
(32:37) - - How to Approach Sponsored Content in B2B
(36:35) - - Measuring Engagement on LinkedIn
(43:20) - - Communicating with Sales
(51:38) - - Improving Buy-In and Time Management for Launch Success

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