Web application security scanner: learning launch

Challenge:

I am a member of marketing team in a cyber-security company involved in digital marketing, marketing  and product launch activities for application security. Our challenge is too launch new web application  security scanner on US market for a specific audience in order to reach a specific number of user  registrations. The project scope includes development, product marketing and digital marketing teams  plus business stakeholders. The project has a budget and human resources limitations. The launch has  to be executed within 6 months. US is a brand new market for our company, thus all teams has to check  dozens of hypothesis.

Selection:

Our team has already identified an opportunity, conducted customer interviews, collected feedback and  brainstormed the ideas so we are ready to try the learning launch. The learning launch should help us to  test our ideas incarnated in our product MVP and marketing hypothesis aimed to reach our target.

Application:

In our learning launch, we focused on marketing activities (e.g. promo campaigns in communities, ppc  campaigns, and special projects on cyber security related websites) in order to reach out the audience,  our web application security scanner functionality and its value for the audience. This tested our  hypothesis on marketing channels and identified that 2 out of 5 channels did not bring any valuable  results, other channels performed well and we had some insights on our audience and their behavior.  Next, we have tried to test our product, how the audience use it on practice, which features were  valuable, which were below the radar. We got some insights from built-in analytics tool, user feedback,  and some interviews we have conducted after the launch.

Insight:

The learning launch tool helped our team to test our assumptions and identify successful and failed  ones. We have collected valuable insights on our target audience: proper marketing channels, customer  journey paths, decision-making process, and web application security product expectations.  Additionally, we have collected the data and feedback on our product: product features usage data, user  feedback, UI and UX wins and fails, etc. Our actual results were slightly different from our expectations:  while our focus was on PPC campaigns, we have identified that it was impossible to compete with well- known brands, so we have decided to switch our attention to communities and outreach techniques.

Product wise we focused on free access websites (without login and password) scanning, after the  launch we have identified the need in behind the login and password web applications security  scanning.

Approach:

Our team is planning for the next launch based on insights data analysis collected from the previous  launch. We will try to improve our product features and revise our marketing approach. Our goal is to  come closer to a solution based on market and audience needs.


Web application security scanner : learning launch Challenge : I am a member of marketing team in a cyber - security company involved in digital marketing , marketing and product launch activities for application security . Our challenge is too launch new web application security scanner on US market for a specific audience in order to reach a specific number of user registrations . The project scope includes development , product marketing and digital marketing teams plus business stakeholders . The project has a budget and human resources limitations . The launch has to be executed within 6 months . US is a brand new market for our company , thus all teams has to check dozens of hypothesis . Selection : Our team has already identified an opportunity , conducted customer interviews , collected feedback and brainstormed the ideas so we are ready to try the learning launch . The learning launch should help us to test our ideas incarnated in our product MVP and marketing hypothesis aimed to reach our target . Application : In our learning launch , we focused on marketing activities ( e.g. promo campaigns in communities , ppc campaigns , and special projects on cyber security related websites ) in order to reach out the audience , our web application security scanner functionality and its value for the audience . This tested our hypothesis on marketing channels and identified that 2 out of 5 channels did not bring any valuable results , other channels performed well and we had some insights on our audience and their behavior . Next , we have tried to test our product , how the audience use it on practice , which features were valuable , which were below the radar . We got some insights from built - in analytics tool , user feedback , and some interviews we have conducted after the launch . Insight : The learning launch tool helped our team to test our assumptions and identify successful and failed ones . We have collected valuable insights on our target audience : proper marketing channels , customer journey paths , decision - making process , and web application security product expectations . Additionally , we have collected the data and feedback on our product : product features usage data , user feedback , UI and UX wins and fails , etc . Our actual results were slightly different from our expectations : while our focus was on PPC campaigns , we have identified that it was impossible to compete with well- known brands , so we have decided to switch our attention to communities and outreach techniques . Product wise we focused on free access websites ( without login and password ) scanning , after the launch we have identified the need in behind the login and password web applications security scanning . Approach : Our team is planning for the next launch based on insights data analysis collected from the previous launch . We will try to improve our product features and revise our marketing approach . Our goal is to come closer to a solution based on market and audience needs .