The Challenge:
- Launch a new product into a new category
- Create and execute a go-to-market strategy
- Name product and create brand-consistent identity
The Solution:
Outward Inclusion was one of many product launches I led at The Arbinger Institute. What made this launch unique was its placement in the company portfolio as an entirely new line of business. Everything had to be done from scratch, including naming and positioning the new product.
With very little runway, I collaborated with the rest of the executive team and led the marketing team in executing a multi-touch go-to-market strategy. The launch was a spectacular success, generating enough revenue to immediately be elevated from an add-on to core products to being a core product itself.
The product launch included:
Cross-platform social media campaign, including live broadcasts
All new product marketing collateral
Outward Inclusion blog series
Pre-release, launch, and explainer videos
Press interviews with company founders
Internal customer webinar and support materials
Sarah McMullin 