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For B2B Marketing Professionals

The Social Tech Product Launch

Monitor Social Conversations To Guide New Product Introductions

June 14, 2011

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  • By Kim Celestre
  • with Peter Burris,
  • Peter O'Neill,
  • Andre Pino,
  • Eric Hsieh

Why Read This Report

New product launches involve many moving parts and require tight synchronization between product management, product marketing, sales, service, and engineering — as well as a multitude of third parties — to meet corporate goals. Customer and developer feedback has emerged as an essential information source to help disparate groups quickly build consensus regarding launch priorities and decisions, which decreases time-to-market. As a result, tech marketers seek better ways to more frequently incorporate customer and developer feedback into the product launch process to introduce a new product that is truly ready for the marketplace. By monitoring and measuring social media conversations on new products throughout the product launch cycle, technology marketers can gain valuable and timely customer and developer feedback to help accelerate, improve, and influence product launch readiness.

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