The perfect product launch is a delicate science. There are a number of different teams that work together behind the scenes to make the product launch successful. Let’s bring this to life with a case study on the B2B product launch of Qubit Aura.
New product launch case study
Qubit Aura is a B2B technology. It was a breakthrough mobile discovery technology, addressing the problem of shopping on mobile. The thesis was that people enjoy browsing ‘stuff’ on mobile but aren’t well served by the hamburger menu when it comes to ecommerce. What if the shopping experience could be made ‘more social’ with scrolls, swipes and likes, powered by an AI that learns what you as the shopper are into? Enter Qubit Aura.
At the time, in 2017, I was the Director of Creative Strategy in the marketing team at Qubit.
What did the product launch look like?
It was global, we launched in both the UK and US within a few weeks of each other. In London it was the WIRED Retail event, in San Francisco, it was an event called MobileBeat created by VentureBeat.
Qubit on the main stage at MobileBeat with DVF, showing Aura to the world
Both events involved having a client on stage with Graham Cooke, the Qubit CEO, showing the product functioning on their mobile website. Let me bring to life some of the team relationships involved in launching this product.
Marketing with product and professional services teams
An early requirement for a successful launch was to have some clients to demo the product in and to help with product development. These clients were Diane von Furstenberg, ColourPop and Wolf&Badger.
Early on, Professional Services brought these clients into the fold so that we could develop the product with their needs in mind. As early adopters, these clients got first dibs on the product, but were also asked to support in many ways: They had to do interviews with the press, and in some cases, fly to the UK from LA, for just a few days.
As the marketing team, we always need metrics in order to validate the effectiveness of the product. In this case, the metric was ‘products viewed’, which was a lot higher for those using Aura than those using the traditional hamburger. Both product and professional services teams understood the value of getting us this magic number.
Marketing and the product team
Before the product launched, we had to get Qubit pumped about the launch—the invention of Aura would be a new energy in the company. In early 2017, we had the annual employee conference, and Aura was a big deal.
There was a huge animation on the cinema screen—we had to make this piece by piece because the product wasn’t fully live. This meant a lot of work for our in-house design and animation teams and storyboarding from myself.
As the product came to life we identified the two launch events with the right kind of attendees: WIRED Retail and MobileBeat. This gave us a deadline for web copy, supporting collateral and the event materials.
Marketing and the sales team
As soon as the product was live the sales team launched into action! These sales would be made to existing customers as well as new customers. In both cases, a beautiful pitch deck was created that allowed the sales teams to quickly mock up how Aura would look on the client’s site.
The pitch deck itself had several verticalised versions, one for beauty, one for fashion, one for footwear and so on. Each time we got a new case study, this would make its way into the appropriate pitch deck.
Qubit Aura takes the main stage again—this time at WIRED with ColourPop and Wolf&Badger.
Account Based Marketing (ABM) was also a huge deal. Later in Aura’s lifecycle, the product was wrapped into a package called Qubit Start. Working with the sales teams we would identify the absolute best clients (right vertical, right size, right technology mix, right contract stage) for Qubit Start and make them a personalised video, fully narrated by the sales team. This video would then become a weapon for the client-side champion and would rally their people together to buy Qubit Start.
Marketing and the marketing team!
As well as supporting all the other team endeavours, we also had our own work: The website and lead generation materials. Lead gen was delivered through case studies and downloadable thought leadership—here’s an example written by yours truly.
Lead Data Scientist, embellishing the magic of Aura.
We also collaborated with the data science team as the AI ‘engine’ behind Aura was pretty smart. We created some cool videos to showcase this thinking which you can still find on the Qubit website today.
Planning the perfect new product launch
As demonstrated in this case study, cross-team communication is essential for a successful new product launch. If you are looking to launch a product check out our latest guide: Product launch planning: 7 steps to success. It will show you the exact steps you need to take to orchestrate the perfect new product launch!
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