SaaS Launch Marketing Playbook
A great launch doesn't happen on launch day - it's built over 60 days of preparation and sustained for 30 days after. This playbook covers the full cycle.
60 days before: Foundation
Set up your marketing infrastructure. Create landing page with email capture Set up social media profiles on X and LinkedIn Write your positioning statement Start posting content 3x/week Begin building a waitlist
30 days before: Build Anticipation
Grow your audience and create buzz. Post teaser content about what you're building Share behind-the-scenes screenshots Grow your waitlist to 100+ emails Prepare your Product Hunt listing Write your launch day thread Identify 20 people to DM on launch day
7 days before: Final Preparation
Lock everything down for launch. Finalize your launch tweet/thread Prepare 3 days of post-launch content Send a 'we launch next week' email to your list Test your signup flow end to end Prepare comparison pages for top 3 competitors
Launch Day: Execute
Multi-channel launch execution. Go live on Product Hunt at 12:01am PT Post your launch thread on X at 8am EST Send launch email to your full list Post on LinkedIn Share in 5+ relevant communities DM your 20 prepared contacts Reply to every comment and question all day
Week 1 post-launch: Momentum
Keep the energy going after launch. Post daily updates with launch results Reply to all feedback and reviews Fix top 3 bugs immediately Collect testimonials from early users Write a 'Day 3 update' post
Weeks 2-4 post-launch: Sustain
Turn launch momentum into ongoing growth. Publish a 'lessons from launch' blog post Set up welcome email sequence Start regular content posting schedule Submit to 10 directory/listing sites Analyze traffic sources and double down on what worked Set up testimonial collection system
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