Product Launches

Unified Platform Launch | DroneDeploy

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Overview:
Led the go-to-market (GTM) strategy for the launch of DroneDeploy’s unified Air-to-Ground reality capture platform, which combined DroneDeploy and StructionSite capabilities following the acquisition.

Impact:

  • The unified platform launch contributed to the company’s highest revenue-generating quarter in history.

  • Achieved 22% year-over-year ARR growth, reinforcing DroneDeploy’s market leadership.

  • Supported customer retention and satisfaction through a thoughtful migration strategy and educational resources, resulting in increased adoption of the new platform.

Challenge:
Following the acquisition of StructionSite, DroneDeploy needed to seamlessly integrate the two platforms into a cohesive product offering. The launch required communicating the enhanced value of the unified platform to existing and new customers while ensuring a smooth transition for StructionSite users.

Solution:
Implemented a comprehensive GTM strategy to deliver a successful launch, focusing on customer education, cross-sell opportunities, and user adoption of the new platform.

  1. Unified messaging to articulate the value of the combined solution.

  2. Customer-centric migration plan to retain existing users while onboarding new ones.

  3. Cross-functional collaboration to execute an impactful launch across all channels.

Actions Taken:

1. Strategic GTM Planning:

  • Defined the value proposition and crafted messaging that highlighted the benefits of the unified platform, including cost savings, enhanced workflows, and comprehensive reality capture capabilities.

  • Partnered with Product, Sales, and Customer Success teams to ensure alignment across all touchpoints.

2. Targeted Communication & Cross-Sell Campaigns:

  • Designed and executed a cross-sell campaign targeting existing DroneDeploy customers, driving expansion revenue by encouraging adoption of the Ground capture product.

  • Created segmented messaging tailored to specific customer needs, emphasizing the complementary value of the unified platform.

3. Customer Migration & Education:

  • Collaborated with Product Managers to develop a detailed user migration plan for StructionSite customers, including email communications and live support sessions to ensure a seamless transition.

  • Developed in-app tours and onboarding materials to guide users through the new platform and its enhanced features.

4. Launch Event Execution:

  • Unveiled the unified platform at DroneDeploy’s 2023 user conference, a marquee event attended by customers, partners, and industry leaders.

  • Supported the Product team keynotes to showcase the platform’s capabilities and ROI potential.

Impact:

  • The unified platform launch contributed to the company’s highest revenue-generating quarter in history.

  • Achieved 22% year-over-year ARR growth, reinforcing DroneDeploy’s market leadership.

  • Supported customer retention and satisfaction through a thoughtful migration strategy and educational resources, resulting in increased adoption of the new platform.

Quarterly Product Launches | StructionSite & DroneDeploy

Overview:
Designed and executed go-to-market (GTM) strategies for all product launches and feature updates at StructionSite, establishing scalable processes that were later adopted by DroneDeploy following the acquisition.

Impact:

  • At StructionSite, these initiatives contributed to scaling the company from seed funding to acquisition by DroneDeploy.

  • The product launch framework was adopted by DroneDeploy’s team, enabling smoother feature rollouts and supporting annual customer growth and retention.

  • Enhanced customer satisfaction and increased feature adoption through consistent communication and education efforts.

Challenge:
StructionSite needed a structured approach to consistently deliver successful product launches while educating customers and enabling sales teams. Post-acquisition, DroneDeploy required a similar scalable framework to support the integration of new features and maintain customer satisfaction across a broader user base.

Solution:
Developed a comprehensive product launch strategy in collaboration with cross-functional teams to ensure seamless communication, training, and adoption for every release.

  1. Launch tiering system to prioritize and align resources based on the complexity and impact of each feature.

  2. Customer-focused messaging tailored to diverse audiences, ensuring relevance and clarity.

  3. Enablement materials to support internal teams and empower customers to maximize the value of new features.

Actions Taken:

1. Established Product Launch Framework:

  • Partnered with Product teams to create a tiered system for product releases, determining the appropriate level of support and marketing for each launch.

  • Defined key components for every launch, including messaging, customer communications, internal enablement, and marketing channel distribution.

2. Customer-Centric Messaging & Content Creation:

  • Crafted value-driven messaging that addressed specific pain points and use cases for diverse customer segments.

  • Developed content to support multi-channel marketing campaigns, including email campaigns, product webinars, website updates, and case studies.

3. Internal Training & Enablement:

  • Delivered comprehensive training for Sales and Customer Success teams, equipping them with tools such as presentation slides, talk tracks, and demo videos to effectively position new releases.

  • Created resources for customer education, including training videos, in-app product tours, and user guides.

4. Post-Launch Analysis:

  • Conducted feature usage analyses post-launch to evaluate the success of new features, gathering data to refine future GTM strategies.