Key takeaways
- Split launch outreach by what each group already knows about you.
- Customers hear first, from the person who owns the relationship.
- Mention the launch in open deals only where it changes the deal.
- New prospects get a multi-touch sequence led by the problem, not the feature.
How should a new product sales cadence differ by audience
It differs because each group already knows a different amount about you. Customers know your product and your people; open opportunities know your pitch and are mid-decision; new prospects know nothing yet.
One sequence sent to all three would be too long for customers, disruptive for open deals and too thin for prospects. Separate segments let each group get the cadence that fits.
What should a launch campaign to existing contacts look like
Keep it short: one announcement from the account owner, then a single follow-up only for customers the launch clearly helps. Send it before or on launch day, so customers do not learn about it from a public post.
Write it as a personal note, not a marketing blast, and say why the launch matters to this customer. Leave out customers with an open support problem until it is resolved.
How do you bring a launch into open opportunities
Mention the launch only where it changes the deal, as part of the next conversation the rep already has planned. A new product can help a stalled deal, but it can also reopen a decision or delay a signature.
Let the deal owner decide deal by deal. One personal message or a mention on the next call is usually enough; open deals should not join an automated sequence.
What launch email sequence works for new prospects
Use a multi-touch sequence that leads with the problem the product solves, spaced over a few weeks, with the launch as the reason to talk now. An illustrative shape:
- Touch one, email: the problem, and the launch as what is new.
- Touch two, LinkedIn: a short note to connect, sent by the rep.
- Touch three, email: one specific use case for their kind of company.
- Touch four, email: a useful resource, such as a guide or a short demo.
- Touch five, email: a brief last note that closes the loop politely.
How do you time product launch outreach
Time the groups in order: customers first, then open opportunities, then new prospects. Customers hear before or on launch day, open deals at their next planned conversation, and prospects after the public announcement, when there is a page or a demo to point to.
Check that nobody is in two launch campaigns at once. A contact who is both a customer and on a prospect list should get only the customer note.
Where Pebbles Ai fits
- CapabilityOutreach contentCampaign templates cover email and LinkedIn, single-touch or multi-touch up to seven touches, with a personality for each piece. LinkedIn messages are drafted for the rep to send.
- CapabilityProspecting & customer recordsKeep customers, open opportunities and new prospects in separate CRM segments. Template send delivers a template to one segment through Gmail or Outlook and always asks for approval.
Common questions
How many touches should a launch sequence have?
Fewer for customers, often one or two, and more for new prospects. Pebbles Ai campaign templates allow up to seven touches, but most launch campaigns need fewer.
Should sales or marketing send launch emails?
Marketing usually announces the launch publicly, while account owners send the personal notes to customers and open deals. Agree the split before launch week.
What should happen when a prospect replies to a launch email?
Stop the sequence for that person at once and answer personally. A reply is the start of a conversation, not a signal for the next touch.
Can you reuse a launch cadence for the next launch?
Reuse the structure, but rewrite the messages around the new problem and audience. What each segment knows about you will have changed since the last launch.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
