Edgar Cerecerez
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Case Study

Product Launch Campaign

Led the GTM strategy for a major product launch, resulting in 200% increase in leads.

Product LaunchGTM StrategyMessaging
Product Launch Campaign

Product Launch Campaign

Overview

This case study outlines the strategic go-to-market approach I developed for a major SaaS platform's product launch. The campaign involved cross-functional coordination and multi-channel execution that resulted in a 200% increase in qualified leads.

Challenge

The company needed to launch their new feature set to an existing customer base while simultaneously attracting new prospects. The main challenges included:

  • Differentiating from 3 established competitors
  • Creating messaging that resonated with both technical and business audiences
  • Coordinating across product, sales, and marketing teams
  • Executing under a tight 8-week timeline

Solution

Strategic Approach

I developed a comprehensive GTM strategy focused on:

  1. Customer-Centric Messaging - Created a unified messaging framework that highlighted key benefits for different personas
  2. Multi-Channel Campaign - Designed an integrated approach across email, social, webinars, and direct sales
  3. Sales Enablement - Built competitive battlecards and sales scripts to equip the team

Execution Highlights

  • Led cross-functional planning workshops to align product, marketing, and sales teams
  • Developed comprehensive messaging and positioning guidelines
  • Designed and delivered sales training to equip the team with product knowledge
  • Created content across multiple channels (blog, webinars, one-pagers)
  • Established KPIs and tracking mechanisms to measure success

Results

The campaign exceeded expectations with:

  • 200% increase in qualified leads compared to previous product launches
  • 35% higher conversion rate in the sales pipeline
  • 15% increase in deal size from existing customers upgrading
  • Positive feedback from both sales teams and customers

Key Takeaways

This project demonstrated the importance of:

  1. Aligning cross-functional teams early in the process
  2. Creating distinct messaging for different personas
  3. Equipping sales teams with the right tools and training
  4. Establishing clear metrics for measuring success

Tools and Technologies Used

  • Salesforce for pipeline tracking
  • HubSpot for marketing automation
  • Figma for creative collaboration
  • Google Analytics for campaign measurement
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