Product
Treasury Prime OneKey Banking
Tactics
Awareness
Press release, blog post, email blast, newsletter, social campaign, speaking events
Conversion
Webinars, sales enablement, paid social, Google AdWords
Engagement
Product documentation
Stakeholders
Product
Sales
Marketing
Customer Success
In 2023 Treasury Prime released OneKey Banking, a multibank solution for fintechs. OneKey Banking represents a competitive differentiator for Treasury Prime and expands its TAM to a new market segment.
As product marketing lead, I spearheaded both the go-to-market strategy and the product launch. Our goals included driving awareness, conversion, and engagement among two customer segments: large enterprise fintechs and community banks.
To hit our awareness goals, I collaborated with demand generation, content marketing, and PR functions to magnify our announcement in the press, blog, social, and live events. To drive conversions, I worked with demand gen, sales and product teams to produce compelling content that spoke to customer pain points. And to drive engagement, I collaborated closely with product and customer success teams to refine the onboarding experience.
Results
Learnings
I effectively inherited this launch, joining Treasury Prime after most of the product work, including the customer research and merchandising, was complete. The expectation from the organization was that I would produce a blog post and social campaign to announce the product and thus fulfill my duties as a product marketer. Instead I took the opportunity to launch a full-scale launch with multiple channel owners so I could demonstrate the value of the product marketing function.
Here’s what I learned
Look for opportunities to add value: product marketing is often misunderstood and underutilized, so taking the opportunity to connect the launch to revenue and engagement targets demonstrated the strategic power of PMM and was the first step in transforming the function within the org.
Minimize chaos: launches can be chaotic, especially if you’re walking into a new company without a strong PMM foundation. To minimize chaos in future launches, I worked with Product and Marketing executives to establish a gate system to formalize the pre-requisites required before tier 1 and tier 2 launches.
It’s ok to delay: planning is just as important as execution when it comes to product launches, and launches do not need to correspond with releases. Ensuring the launch plan has sign off from all stakeholders and a well-documented measurement plan, are minimum requirements for effective launches.