Atomist New Feature Launch - Your Go-To Marketing Shop | Marketing 261
Atomist <br> New Feature<br> Launch

Atomist
New Feature
Launch

ABOUT ATOMIST

Atomist is the software delivery automation company helping today’s leading DevOps and enterprise organizations with cloud native application development. Atomist focuses on automation and takes a unique view across the entire software development lifecycle.

THE PROCESS

The new feature launch started by documenting the launch fundamentals like target audience, objectives, goals, KPIs, value proposition, key messages, and campaign initiatives, including engineering resources, design requirements, budget, and timeline. To ensure Atomist would receive targeted coverage from industry thought-leaders, media, and partners, we partnered with Eleni Laughlin to help us create an extensive analyst and public relations (AR/PR) plan.

From there, we created a detailed launch plan in Trello, outlining the assets, and campaign specifics. We had bi-weekly check-ins with the executive to monitor engineering progress and manage bottlenecks. 

We crafted a 90-day weekly reporting structure so the team could monitor the traction and success of the launch. Throughout the 90 days, we optimized website pages, initiated paid advertising campaigns (via BuySellAds, Twitter, and LinkedIn), management social media communication, improved the signup experience, and expanded the content marketing distribution.

BIG WINS

  • Media Coverage — 10 articles written
  • Briefings — 21 analysts briefed
  • Signups — 42% increase, product sign ups
  • Web Traffic — 74% increase, website visitors

ADDITIONAL LAUNCH MARKETING MATERIALS

  • Internal messaging documentation
  • Press release
  • Analysts briefing deck
  • Datasheet
  • Sales collateral
  • Social media assets
  • Paid ad copy and creative
  • Video script
  • Email announcement nurturing
  • Weekly reporting