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Eric Keating

AMA: Appcues VP Marketing, Eric Keating on Post Product Launch Momentum

May 2 @ 9:00AM PST
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Appcues VP Marketing, Eric Keating on Post Product Launch Momentum
Top Questions
How do you ensure your launch's excitement translates into long-term adoption and community engagement?
Eric Keating
Eric Keating
Appcues VP Marketing • May 3
Great question. First and foremost, you've got to set clear expectations up front (for yourself and for the organization) that launch day is not the finish line. Far from it. Most people put so much emphasis and pressure on the initial market launch. In many ways, it's just the beginning. 1. Goa......Read More
356 Views
3 requests
How do you tailor post-launch messaging to resonate with different customer segments at different stages of the adoption journey?
Eric Keating
Eric Keating
Appcues VP Marketing • May 3
Start with a framework that uses attributes and adoption as the two axes. On the attribute axis, start with whichever attributes are most relevant to your business or specific launch, ie plan tier, company size, etc. On the adoption axis, use product usage data to group users, ie power users, spo......Read More
345 Views
2 requests
What key metrics do you track to measure post-launch success beyond just vanity numbers like downloads or sign-ups?
Eric Keating
Eric Keating
Appcues VP Marketing • May 3
Orient yourself and every other stakeholder to usage and adoption goals. Adoption takes time. When revenue targets are involved, adoption rates can and should serve as a leading indicator of success. How many or what percent of customers have viewed the feature? Actually meaningfully engaged with......Read More
346 Views
1 request
How do you strike the balance between educating users, showcasing new features, and driving continued product usage through content in the post-launch phase?
Eric Keating
Eric Keating
Appcues VP Marketing • May 3
It's all about segmentation. In another answer here, I suggested a dual-axis approach to segmentation (attributes x adoption). On the attribute axis, start with whichever attributes are most relevant to your business or specific launch, ie plan tier, company size, etc. On the adoption axis, use p......Read More
375 Views
2 requests
Who is ultimately accountable for post-launch product adoption?
Eric Keating
Eric Keating
Appcues VP Marketing • May 3
Totally depends on the organization. I've seen it owned by the product manager, the product marketer, growth lead, etc. I'm stating the obvious here, but at some level, every function in the organization has a very important role to play. While every goaled initiative needs an explicit owner, I s......Read More
351 Views
2 requests