Having a post-launch marketing plan is just as important as making a pre-launch marketing plan for your new feature. It plays an instrumental role in improving the user journey for several key reasons.
Here’s what you can do to craft a perfect post-launch marketing strategy for your feature:
In simple words, these are the documents that “enable” the sales team into closing more deals. These documents are based on what you’ve been doing in marketing.
For instance, if you’ve written a case study, you will create an infographic or a brief pamphlet for the sales team to share with potential clients. Now, this could be general pamphlets for different ICPs that contain information which might help in assisting a potential client make informed decisions about choosing your product.
According to Matt Kelland, Sales Enablement Manager at Ombori:
“It is essential to ensure that sales and marketing are working in sync. Otherwise, the marketing messages won't match what the sales team is saying to clients.” - Matt Kelland
Himanshu Sharma, CEO and Founder of Academy of Digital Marketing, adds that:
“A well-crafted sales-enablement guide drives a 25% increase in post-launch sales, facilitating a comprehensive understanding of the product's unique selling points.” - Himanshu Sharma
Now, let’s consider these options and choose what works for you:
Bring in the experts - they design, implement and optimize sales enablement strategy. They can create a sales playbook, train your sales reps and provide feedback and coaching. Other than this, they can also measure the results of your efforts. You can find qualified sales enablement specialists on Upwork and LinkedIn.
These softwares are always there to automate and streamline your sales processes for you. Take Outreach for instance. It’s a popular sales enablement software which can create personalized email campaigns, track and manage leads, schedule appointments, follow up with prospects, and analyze your performance - basically an all-in-one solution.
Or in other words *cheat codes*.
Documentation like playbooks can help you standardize your sales approach. It can improve quality, and increase efficiency and effectiveness of your sales strategy. A sales playbook should include information such as your value proposition, buyer personas, buyer journey stages, qualifying questions, objection handling, closing techniques, and success stories. Use Lucidchart or PandaDoc to create your own sales playbook.
In short, having a sales enablement guide will let your sales team add value to your marketing efforts. As stated by Abid Salahi, Co-Founder and CEO of FinlyWealth:
“Essentially, the guide acts as a glue, knitting together all facets of the sales process and sharpening its effectiveness during the competitive post-launch phase.” - Abid Salahi
Show some love to them! Make sure your prospects are catered to throughout the user journey - you don’t want them to leave, right?
So, here’s what you can do to make sure they stick around:
Make them feel at home. A good onboarding strategy can increase customer satisfaction, retention and loyalty.
Here’s the plan:
Welcome the prospects with a positive email, guide them through the setup process, or answer any questions they may have. You can use ActiveCampaign to create and automate your email sequence.
Your prospects should know what to expect from your software and how to use it. Use tools like Userpilot and Appcues to create interactive walkthroughs, checklists and in-app tutorials. Don’t forget to inject some fun - make it as enjoyable as possible!
Please, you don't want to come across as the persistent neighbor knocking on their door with a hundred questions. The last thing you want is to irritate them.
So, keep it simple and only ask for information you need. Also, don’t bother them every other day, unless they volunteer to give you information. A quarterly frequency is reasonable to maintain. You can use tools like SurveyMoney or Typeform to create engaging forms and surveys.
Whether it's about your existing customers who used and gained from your other features, or testimonials from those who participated in beta-testing for your new feature - make use of all those success stories.
You can incorporate snippets of case studies or success stories within your onboarding materials. Highlight how other customers have successfully integrated and benefited from your SaaS feature. This builds trust and confidence in new customers.
Hold on to your customers: happy customers = happier (and heavier) wallets.
A good retention strategy is the key - it can reduce churn, increase revenue and referrals. Let’s map out your retention strategy:
Continuously provide updates, new features, and tips to keep users engaged. You can use Drift to communicate with users via chat, email or push notifications.
Conduct surveys, ask for reviews and testimonials, and use it to improve the user experience. You can use Trustpilot to measure customer satisfaction and loyalty. Alternatively, you can use Net Promoter Score (NPS) which is calculated by asking the customer a simple question: “How likely are you to recommend us?”
Now, who doesn’t love incentives and rewards 👀? Give them to your users and they’ll be encouraged to refer your SaaS feature to others. For this, use tools such as ReferralCandy for creating and managing referral programs.
If by any chance you notice some early signs of dissatisfaction, reach out to disengaged users with solutions, and re-engage those who have left. You can use tools such as ChurnZero to help you monitor and reduce churn rates.
Once you're done with the planning out the strategies, make a list of key performance indicators and metrics that can be used to measure the success of your post-launch marketing efforts:
Find how many people registered for your SaaS feature by using Google Analytics or Mixpanel
Find out how many signups became paying customers. Use Stripe or QuickBooks
Use ReferralCandy to find how many new customers came from existing customers.
You can find how many prospects showed high interest and readiness to buy your SaaS feature by using Salesforce.
You can use accounting softwares such as Xero for keeping track of the total revenue you generated.
Use Google Ads or if you’re using Facebook, use Facebook Ads to see how much money you spent to acquire each lead.
Customer acquisition cost refers to how much money you spent to acquire each customer. Use QuickBooks or Xero.
You can use Stripe or Quickbooks for measuring your average customer value.
Using these you can identify the strengths and weaknesses of your post-launch marketing efforts and evaluate what worked and didn’t work in your plan.
Here’s a checklist you can use:
To sum it up, a post-launch marketing plan is essential for ensuring the success of your SaaS feature launch. It lets you transition smoothly from the pre-launch to the post-launch phase. It helps you engage and retain your new customers, and provide them with ongoing value and support.
To craft a perfect post-launch marketing strategy for your feature, you need to:
By following these steps, you can increase your customer satisfaction, loyalty, and referrals, and grow your SaaS business.
Happy launching!
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