#163: Product | Behind The Scenes of a Successful B2B Product Launch with Zach Roberts and Natalie Taylor

B2B Marketing with Dave Gerhardt

Dave is joined by Zach Roberts, founder of Break into Product Marketing, and Natalie Taylor, Head of Marketing at Capsule to share. their experiences and strategies for successful product launches in B2B.

Zach and Natalie cover:

• How to build a buyer-focused product launch by understanding and addressing your buyer’s key challenges
• The power of video content in creating engaging and effective product launch campaigns
• Best practices for collaborating with sales teams to develop impactful sales enablement materials

Timestamps

• (00:00) - - Intros
• (06:06) - - How to Launch Without the Product
• (08:41) - - Refining Insights for Successful Product Launches
• (14:59) - - Content and Privacy Regulations
• (16:13) - - Crafting a Buyer-Centric Positioning Strategy
• (20:25) - - Strategic Startup Audio Feature Launch Approach
• (27:41) - - Working with B2B Influencers
• (32:58) - - How to Approach Sponsored Content in B2B
• (36:56) - - Measuring Engagement on LinkedIn
• (43:41) - - Communicating with Sales
• (51:59) - - Improving Buy-In and Time Management for Launch Success

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Today's episode brought to you by Navattic.

B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.

This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.

And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.

They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.

Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.

So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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