I recently participated in a rousing roundtable discussion about getting everyone on the same page for product launches, navigating which activities to include in a launch, and how to prioritize different levels of launches, so I figured I'd keep the discussion going 😀
One key point: I recommend a tiering system for product vs. feature launches. The tiers include criteria about the impact of the feature that's launching (or series of capabilities, in the case of a full product launch), and the activities associated with each tier.
For example:
Tier 1: Impact: All customers, market-level, significant company revenue
Activities: Press, social media (product and brand handles, personal handles), newsletters, blog (executive byline), Community series, website update, event keynote, multiple demos, paid promotion (ads, boosting social media, sponsored content, etc.), in-product notifications and/or navigation updates
Tier 4: Impact: small sub-set of users, minimal revenue, limited/no market
Activities: limited social media, single Community post, limited newsletter promotion
The key is how much awareness and attention you want to drive to the new feature or product. If this is creating a new category and/or a new capability, you want to use pull all the marketing levers.
You can also grab free templates:https://www.atlassian.com/software/confluence/templates/product-launchhttps://www.atlassian.com/software/jira/templates/go-to-market
