6 Lessons from 32,000 Registrations at a B2B Product Launch Event

During my time at Tithe.ly, we launched a quarterly B2B product launch event called Tithe.ly Next. 

The primary idea behind this event was simple:

Create a buzz for our latest product releases and launches. 

I had the pleasure of working with the team to launch this event and worked on a total of three before I transitioned off staff to pursue another opportunity.

To give you an idea of the scope of these events, here are some numbers:

• Event 1: 8,000 registrations and 6,700 views
• Event 2: 8,000 registrations and 7,700 views
• Event 3: 15,000 registrations and 8,800 views

Without sharing details (since I no longer have them), I know these events were effective in creating awareness and adoption of new features and releases, expanding MRR, and acquiring more customers.

After reflecting on the success of these events, I wanted to share some often-overlooked tips. 
But first, what in the world is a B2B product launch event? 

What is a B2B product launch event?

The answer, fortunately, is straightforward.

A B2B product launch event is designed to promote your latest product features or releases.

These events can range from grand spectacles to simple webinars. 

There isn't a definitive right or wrong approach to executing this type of event, but certain best practices should be considered.

Before diving into some recommendations, here's a brief note:

Given the wealth of information available on this subject, I won't address the choice between in-person and virtual events, the technicalities (like which platform to use for a virtual event), or specific promotional tactics, such as how to attract attendees.

Instead, I aim to underscore six often-overlooked points:

1. Be scrappy when necessary
2. Center the event around your target audience
3. Sell the sizzle, not the steak
4. Ensure internal alignment
5. Show and tell
6. Keep people engaged

Now, let me show you what I mean.

1. Be scrappy when necessary

So, you don’t have an unlimited budget or a large team to pull off a huge event?

No sweat.

You can create an epic product launch anyway.

You don’t need to create a theater-like experience for your event to be successful.

As long as you provide value for your audience, that's what matters.

This doesn’t mean you can produce subpar work. 

You still want to give it your best with the resources you have available.

This is exactly what we did during my time at Tithe.ly.

In less than three weeks, we created and launched the first Tithe.ly Next event. 

Here’s a link to the event if you’re interested in seeing it in action.

From this initial event, we continued to enhance it with higher-quality production. 

But for the first event, we filmed it in the spare room of a team member’s home. The MCs drove up for the shoot, and aside from pre-recording different segments, two team members managed production on-site with one camera, lighting, and handled the technical side of things.

So, don’t let a lack of resources deter you.

If you're determined, be resourceful and utilize whatever budget and team (or even freelancers or agencies) you have at your disposal.

2. Center your event around your audience

It might seem obvious, but …

… after watching a few product launch events recently, I think this is worth emphasizing.

Who is your target audience for the event?

Customers? 

Prospects?

And why in the world should they care about your event?

Yes, your event will highlight what you’re unveiling. This is why it’s easy to make the event about you and your achievements. Instead, ensure the entire event focuses on your target audience.

Keep the focus on your audience.

What benefits them?

Why should they pay attention?

And make sure your messaging hits the mark.

This includes your event’s title, promotional messages, and how you and your team present the product releases during the event itself, which leads me to the next point.

3. Sell the sizzle, not the steak

Last weekend, I smoked several baby back ribs on the grill.

The aroma wafting around my backyard was enough to create anticipation and hunger.

What does this have to do with a B2B product launch event? 

Simple:

Sell the sizzle, not just the steak. 

What I mean is, when introducing your product, discuss the experience users will have, use emotionally-driven language, and emphasize the product benefits, not just the technical details.

For instance, if you were marketing a car, instead of focusing solely on technical aspects like horsepower, torque, or safety features, you’d highlight the emotional and experiential benefits, such as the feel of the wind in your hair when the windows are down, off road adventures, or the admiration you get at a stoplight.

So, heed this advice: promote the emotional benefits and experiences of your product, not just the features and specifications.

If copywriting isn't your cup of tea, then check out Words That Sell: A 14-Step Guide on How to Become a Better Marketing Writer.

4. Create internal alignment

You’re announcing new product features and releases, right?

That means you have a task ahead in terms of internal alignment. 

Make sure every department, especially sales and customer support, is informed about what's coming, trained on the changes, and equipped with resources they need for post-event inquiries.

This is product marketing at its best.

Depending on your company and team needs, you might need to produce:

• Knowledge Base
• 1-Pagers
• Talking Points
• Product Sheet
• Slide Decks
• Explainer Videos
• FAQs

If this is new territory for you, collaborate with other departments to determine their needs and conduct training in advance. You want to make sure no one internally is caught off guard and that team members are ready to provide great customer service and close new deals. 

Here’s one additional tip to keep in mind:

Prepare everything beforehand, and be ready to update public-facing content post-event. 

This might include product pages, Knowledge Base articles, social media header images, and other updates.This way, when prospects and customers visit your site, they’ll be able to see and sign up for your latest updates and releases. 

5. Show and tell

A product launch event is fundamentally about your product releases and updates.

This is an ideal opportunity for you to showcase your product to event attendees. 

Why bring this up?

Because some (perhaps many?) product events miss this point. 

Without naming names, I watched two product launches within the past three months where the product wasn’t significantly displayed or there was a tremendous delay before revealing anything. No anticipation or excitement was created. And then the big reveal was ho-hum (that’s boring) at best. 

LAUNCH your product. 

Get people excited. 

And highlight your work prominently.

If you hesitate to show attendees your product, it can signal that it’s not up to par. Like, you’re trying to hide something. Let’s both agree not to do that. 

6. Keep people engaged

Getting people to register for your event is one thing; keeping attendees engaged throughout is another.

At Tithe.ly, two areas we focused on was Attendance % and the number of concurrent viewers. This way, we could design our event around keeping people engaged. 

Here are some tactics that worked for us:

• Save major announcements for the end
• Use a ticker tape to preview what’s coming
• Have team members actively participate in the chat
• Organize giveaways throughout the event to maintain interest
• Offer a significant giveaway at the end to retain attendees
• Keep momentum with concise segments if multiple updates are being presented

Plan to keep your attendees engaged ahead of time and then design your event around the tactics you pursue. 

Preparing your next B2B product launch event

Again, you can find a ton of resources on more technical details or promotional plans. 

I just wanted to call out six things I often see overlooked in B2B product launch events. 

In whatever you do: 

• Clarify your audience, and
• Make it about them

The rest of what you read is just icing on the cake. 

When you nail these two things, everything else will fall into place.

Why? 

As long as you’re marketing a great product, you need to just tell people about it and get out of the way. The product will sell itself, which is the key ingredient to any B2B go-to-market strategy.