I started marketing American Periodicals Series Online after the product had launched without some of the critical features and functionality that customers were looking for. My product management colleagues had identified the key gaps and were hard at work filling them. We made sure the market would have clear expectations for the product prior to relaunching.
Marketing and publishing did lots of joint sales calls to validate that the product would be what the market needed and build trust with prospects. We saw significant demand from faculty based upon email promotions which generate nearly $400,000 in the sales pipeline and more than $200,000 in new billings . There was clearly a demand for the solution.
Building trust through clear expectations about product releases, face time with customers, and marketing improvements helped take this solution to the next level.