All Case Studies

Product Launch

Launching an AI Product Across 8 Channels

The company's first AI product needed a cross-functional launch. I built the go-to-market from scratch and coordinated across product, sales, partnerships, and content.

8

Launch Channels

15+

Partner Activations

30+

Launch Assets

3

Webinar Speakers

Overview

When the company launched its first AI-powered product, it needed more than a feature announcement. I built and ran the full go-to-market: phased content strategy, multi-channel paid and organic distribution, a premium product video produced with a professional video company, connected TV advertising through MNTN, a webinar with the CEO and VP of Product, partner co-marketing activations, and sales enablement materials. This was the largest cross-functional launch the company had done.

The Challenge

AI in fire protection is unfamiliar territory for most buyers. The product needed positioning that was educational, not hype-driven. No existing launch playbook, and the content had to work for skeptical practitioners and enterprise decision-makers simultaneously.

My Role

Coordinated across product (VP of Product for positioning and demos), executive team (CEO as webinar talent), sales (enablement materials and talk tracks), partnerships (15+ integration partners for co-marketing), and contractors (professional video company, web developer, social media, design). Managed the full production timeline through Asana with cross-functional dependencies.

Approach

1

Built a phased content strategy: pre-launch teaser campaign, launch week blitz across all channels, then sustained distribution over 6 weeks with retargeting and nurture sequences.

2

Managed production of a premium product video with a professional video company. The video was used across paid campaigns, the website, social, and as the hero asset for connected TV advertising through MNTN.

3

Coordinated 15+ partner activations: co-branded content, joint webinars, partner email blasts, social cross-promotion, and shared landing pages with integration partners.

4

Ran a product launch webinar featuring the CEO, founder, and VP of Product. Managed registration, promotion, slide deck, Q&A coordination, and post-event follow-up sequences.

5

Created 30+ launch assets: landing pages with email capture, email sequences, paid ad creative for 4 platforms, social content calendar, blog posts, sales one-pagers, and an AI-powered interactive tool for prospects.

6

Set up distribution across 8 channels: email, Google Ads, Meta, LinkedIn, connected TV (MNTN), organic social, partner networks, and the company podcast.

Results

  • Largest cross-functional launch in company history
  • 30+ launch assets produced across paid, organic, email, and partner channels
  • Premium product video produced with professional video company, used across paid, web, social, and connected TV
  • 15+ partner activations with integration companies for co-promotion
  • Launch webinar with CEO and VP of Product drove registration and post-event nurture
  • Built a repeatable launch playbook now used for subsequent product releases

How This Was Measured

Launch tracked through dedicated Salesforce campaigns with UTM parameters across all 8 channels. Partner activations tracked through co-branded UTMs. Webinar measured through registration rate, attendance, and post-event pipeline. Overall launch ROI assessed through campaign member to opportunity association in Salesforce.

Tools & Platforms

Pardot / Salesforce / Unbounce / Google Ads / Meta Ads / LinkedIn Ads / MNTN / YouTube Studio / Asana

Key Deliverables

  • Go-to-market launch plan
  • Premium product video
  • Product launch webinar
  • Connected TV campaign (MNTN)
  • Partner co-marketing playbooks
  • Sales enablement package
  • Landing pages with email capture
  • Paid ad creative suite
  • Social content calendar

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