As a Senior Product Marketing Manager at Potloc, a market research platform for consulting and private equity firms, I’ve come to see that not all product launches should follow the same playbook. Every new release offers a different level of impact and requires varying levels of investment. Over the past year, as we focused on more customer-facing capabilities for our market research platform, we needed a framework to help us identify which launches warranted major announcements and resources and which could be quietly rolled out.

In this post, I’ll walk through our approach to building a tiered launch strategy. I’ll also share how we partnered with Userflow to align our in-product communication with the distinct requirements of each launch type. Ultimately, this approach has allowed us to meet user needs in a way that respects their time and enhances their experience with our platform.

Why a Tiered Approach Was Necessary

Our move toward a structured launch framework came out of necessity. Traditionally, our roadmap included a balance of internal- and customer-facing improvements. However, as we scaled customer features, we realized that our old one-size-fits-all approach didn’t serve us or our users. Each new feature required a tailored level of communication, which led us to rethink how we allocate resources for launches.

Through this tiered model, we could prioritize high-impact releases and streamline minor updates to maintain user focus.

The Four Tiers of Our Launch Framework

Tier 1: Game Changers

At the top of our framework are our “Game Changers” - Tier 1 releases that fundamentally transform our platform and set us apart in the market. These are the releases we treat as cornerstone events, happening once a year. 

A perfect example is our recently launched Data Cleaning Report. In market research, data quality is often a black box, with vague claims about accuracy and little visibility into the processes behind the results. Our Data Cleaning Report broke this mold by introducing real-time transparency into how our quality control measures work to remove low quality and fraudulent responses throughout the sample collection process. It’s not just a feature—it’s a shift in how the industry thinks about transparency around data quality.

Tier 2: Strategically Important Launches

The second tier encompasses strategically important launches that introduce new functionality to our platform. While these features might not redefine the market, they significantly improve our offering in ways that resonate deeply with current users. These launches typically happen several times throughout the year and require substantial communication efforts.

Tier 3: Incremental Enhancements

Our third tier encompasses incremental enhancements designed to address specific customer needs and improve platform usability. These features, while not central to our sales pitch, play a critical role in supporting deal closures and boosting customer satisfaction.

A good example is our Fieldwork Progress Visibility feature that allows customers to follow the progress of their sample collection in real time, making it easier for customers to keep track of their quotas and rest assured that the fieldwork will meet their deadlines. While valuable, it enhances rather than transforms our core offering.

Tier 4: Minor Updates

Finally, our fourth tier covers minor updates, the day-to-day improvements that ensure our platform operates smoothly. While these updates typically don’t require extensive communication, they contribute to a seamless user experience, laying the groundwork for broader adoption of our more transformative features.

Choosing the Right Communication Channels

Our approach to feature communication has evolved significantly through trial and error. For all in-product communication, we selectively use Userflow's three main features - announcements, launchers, and flows.

Announcements

Announcements are our primary tool for feature communication, with notification levels strategically aligned to feature importance:

• Pop-up notifications: Reserved for Tier 1 game-changers, these grab immediate attention to ensure all users are aware of major releases.
• Badge notifications: Used for Tier 2 and 3 strategic launches, these subtle indicators signal updates without interrupting workflows.
• Silent notifications: For Tier 4 minor updates, these populate our resource center without additional alerts, ensuring the focus remains on higher-priority features.

This tiered notification strategy helps us maintain a balance between keeping users informed and respecting their focus time.

Each announcement includes a “Show Me” call-to-action, directing users to relevant platform sections, making information actionable and accessible for even the busiest users.

Launchers

Launchers shine as targeted, in-product guidance tools. We use them for immediate, contextual guidance about new features, especially when we want to highlight something directly in the product interface. They've proven particularly effective for our internal teams, who are often already familiar with new features from the discovery phase.

Flows

Our use of flows has perhaps evolved the most. Initially, we focused on building flows to provide users with accessible, on-demand resources to navigate features effectively. These flows were always housed in the resource center, available for users seeking additional guidance. Over time, however, we recognized that announcements and launchers are more effective for most users, as flows can occasionally feel disruptive.

Given the intuitive design of our platform, flows are now positioned as supplementary tools for those who prefer extra guidance, rather than the default approach. This ensures users who need support can access it without being overwhelmed by unnecessary tutorials.

The Evolution of Our Resource Center

Designed to meet the demands of Consulting and PE firm customers, our resource center prioritizes speed and efficiency. These users, often working on time-sensitive deals, rarely have the luxury of traditional onboarding calls or demos.

To address this, we’ve evolved the resource center into a self-serve hub focused on delivering immediate value. At its core is a streamlined checklist that highlights key “Aha!” moments—those pivotal features that showcase our platform’s value at a glance. This is further supported by on-demand guided tours, a centralized announcement feed, and seamless integration with our HubSpot Knowledge Base.

We’ve also introduced the Potloc Guide, an AI-powered assistant offering instant responses to user questions. Together, these features empower users to get the help they need, precisely when they need it.

Lessons Learned

The most valuable lesson we've learned is that less is often more. Overloading users with flows and tutorials can dilute their experience. If your product is designed intuitively, let it speak for itself. We’ve seen the best results by starting small, gathering feedback from real users, and iterating based on their actual behavior.

Equally important is trusting the strength of your product design. Our team invests significant effort into ensuring features are intuitive and easy to navigate. Instead of detailing every aspect in product tours, we focus our communication on what truly adds value and differentiates us in the market.

Looking Ahead

As we refine our launch strategy, we’re placing a stronger emphasis on data-driven decision-making. Using tools like Amplitude, we monitor feature adoption and engagement, while gathering anecdotal feedback from our customer-facing teams. 

The key to successful product launches isn’t about using every communication channel—it’s about choosing the ones that resonate most with your audience and fit the context of each feature. For our users, understanding their time constraints and their need for immediate value has been central to shaping our approach.

What works for one company may not work for another. The best approach is to start small, test what resonates, and adapt based on your unique audience and business needs.