Here's another example: Drift, the company that introduced us to conversational marketing, announced a new category while launching a major sales product. On launch day, countless people tried its product and tweeted about it. With all its pre-event marketing, it attracted almost 3,000 people to sign up for the launch event. For example, Fast did an online launch event two weeks ago, in the middle of a pandemic. And it doesn't always have to be an expensive physical conference. While you can't raise money every year, you could organize an event once a year. It is one of the best times to talk about your biggest product improvements. Their customers, partners, and prospects look forward to and pay to attend these annual events to learn about the latest product improvements. These conferences have become the biggest launch event for these companies every year. A more recent example, Drift, has started hosting HYPERGROWTH since 2017. Apple has held WWDC since 2005 and Apple Special Event since 2006. Salesforce has held Dreamforce since 2003. ![]() If you pay attention, event-based marketing is almost everywhere. But most can use events to generate additional attention to their major product releases. Of course, few startups can bet on this as a marketing strategy. Publications usually won't report on product improvements but you could leverage a funding round announcement to promote your new features. If your company is raising money, you should work to time a major product release with the press coverage. Because of the story that Airtable has crafted around its funding round, the articles are all about the funding round and its new features. Then there are independent bloggers like me who would also write about the news. ![]() Then those tech publications that didn't get the news beforehand will scramble to write about it. When TechCrunch writes about any tech company, you can guarantee a good number of people will share and talk about the news.ġ/ Today, takes a giant leap forward towards its vision. There is a snowball effect with press coverage. This story allowed them to get press coverage and promote their new features. ![]() But Airtable raising $185 million to help people build software themselves is. Just as important as the new funding though, are the various new features the company is launching today.Īirtable having three new features isn't worth reporting about. You can see this in the TechCrunch article: Furthermore, they put together a great story for the reporters to tell: Airtable raised $185 million to help software users become software builders, and here are the new features to enable that. So it's brilliant that the Airtable team timed a major product launch with their funding round announcement to amplify the reach of their product launch. And people would be more interested in reading about it. When a startup, especially one like Airtable which is already a unicorn, raises more money, tech publications would rush to write about it. Improving the product is expected it's not a piece of news that would attract much traffic and shares.īut fund raising is different. (Or unless you are Facebook, Apple, Twitter, or the likes.) Even though it is one of Airtable's largest updates, if the Airtable team had simply launched those new features, tech publications likely would not have covered it. It's often hard to get press coverage for product launches unless there is a great story angle to it. Talk about timing! Fundraising and product release The team announced their new funding round, released a major update to their product, launched a marketplace of apps, got TechCrunch coverage-an interview on TechCrunch Disrupt and an article-and it was CEO Howie Liu's birthday. This is one of the most coordinated launches I have seen recently. ![]() In addition, the company is also launching one of its largest feature updates today, which starts to execute on the company’s overall platform vision that goes beyond its current no-code capabilities and brings tools to the service more low-code features, as well new automation (think IFTTT for Airtable) and data management. The spreadsheet-centric database and no-code platform Airtable today announced that it has raised a $185 million Series D funding round, putting the company at a $2.585 billion post-money valuation. The team raised $185 million and launched three major features-Airtable Apps, Airtable Automation, and Airtable Sync. Earlier this week, Airtable made a huge announcement.
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