Go-to-market and launches
Launches that land.
A go-to-market plan for a new product, service, application or campaign — built before the date, run through it, and kept pushing long enough afterwards to reach the number.
- Format
- Launch plan, asset build and campaign support through the date
- Scope
- Scoped by outcome, not by hours — one launch, one agreed target
- Who it is for
- SMEs and technology companies introducing a new offering to market
- Credentials
- Named in a ‘Top 100’ most-influential marketing leaders list in Europe · Google Partner · CIM postgraduate Diploma in Marketing, DMS, Cranfield Strategic Marketing
The situation
Most launches are announced, not launched.
A launch date is not a marketing plan. What separates the two is whether the deliverables were ready before the date, whether anyone kept pushing after it, and whether the offering was aimed at a defined audience rather than at everyone the business already knows.
A launch is closer to a rocket than to a party. The energy has to be sustained past the point of take-off, because the hard part is not leaving the ground — it is carrying the thing from the first few enthusiastic buyers into an ordinary mainstream market.
The sequence
Three phases, and the last one is the longest.
- 01 · Pre-launch
Decide who it is for and what it replaces, then list every deliverable the launch depends on and build them to quality and to date. Nothing here is optional; a missing piece shows up on the day.
- 02 · Launch
Final checks against that list, then a concentrated, sustained push. A launch that goes quiet in week two never reaches the audience beyond the people already watching.
- 03 · Post-launch
The phase that decides the result. Campaigns, content and channels measured and optimised against the target until the offering is established, not until the launch calendar runs out.
Proof
Offerings taken to market.
IT infrastructure · Managed IaaS
A rebrand, and a new Azure service given a market to land in
A refreshed identity, sharper messaging and website, and a joint inbound and outbound programme behind a new Microsoft Azure IaaS offering.
IT services · Windows migration
New services launched into a market prepared to receive them
A joint marketing plan, then successive campaign waves introducing the new offerings and building a pipeline of new client opportunities.
Consumer goods and oral care
A sustainable toothbrush brand launched with a plan behind it
A launch plan and a landing page built to receive the campaign traffic it promised.
Free guide
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Hints, tips and best practices, including the strategies, approaches and tools Epitomise uses with clients.
What clients say
Three clients, in their own words.
Have worked with Epitomise for over six years and very happy with the level of service they provide. Our marketing campaigns are providing more enquiries than we can handle. Luckily, they are always available to help tailor the marketing to suit our budget and month to month requirements.Anton Van Der WattDirector · Digital AV · quoted in 2021
Steve is a pleasure to work with. His extensive knowledge of marketing, and specifically in our sector, is impressive, and his structured and inclusive style worked well in getting us all to focus on what really makes the difference. I’d recommend him to anyone who is looking for real strategic advice and guidance that comes with practical and clear deliverables.Cindy PhillipsHead of Marketing · OGL
Steve clearly knows his stuff – his expertise, enthusiasm, fresh ideas and detailed research have helped take our strategic marketing to the next level. Very happy with the fantastic service from Epitomise.Michelle RobinsonMarketing Manager · Versinetic
- 16
- client engagements published in full, with the work shown
- Four
- sectors, from EV charging design to domiciliary care
- 11
- guides written and published
- 2017
- the year Epitomise was founded
Have a date in the diary and no plan behind it?
Bring the launch and the deadline. We will tell you what has to be ready and in what order.
Book a discovery call