The $1M AI Product Launch

Leading a complex, multi-phase AI product launch... after my boss moved to Guam

New York, NY | McGraw Hill Education | 2023-2024

Challenge

  • Complexity around AI messaging and positioning

  • Multi-phase GTM with grades 4-5 launching next year

  • Launching while still in Alpha testing

  • My manager, a Sr. PMM of 15 years, departed months before launch

Strategy

  • Launch AI-powered product for K-3 math students to market

  • Spark early excitement with customers

  • Turn alpha testers into fans & advocates,

  • Equip the sales team with the tools and messaging needed to build trust and drive adoption

Key Results

  • $1M in launch revenue within first year

  • 100% conversion rate from alpha testers to purchase

  • 25+ attended virtual launch party of ALEKS Adventure

  • Cultivated a loyal community of “Digit the Dog” and ALEKS Adventure fans across hundreds of classrooms:

    • The demand for a “Digit the Dog” plushie caused us to make the plushie available for purchase, along with a classroom engagement guide on how to use the plushie

    • “Digit the Dog" became was so heavily associated with the product that we added his name to the product log in homepage

The Rollout

  • Multi-Phase Product Launch: Ran full-funnel product launch campaign using Email, Paid Search, ABM, Events, Social, PR, and more

  • Competitive Intelligence: Developed differentiated positioning and messaging from competitive analysis 

  • Customer Segmentation: Built segmented email nurture tracks for customer education and conversion

  • Gamifying Sales Enablement: Ran internal sales competition to drive engagement, urgency, and activate sales for launch

  • Launch Assets: Created a branded product microsite and launched trailer to build anticipation and hype

  • Pricing Strategy: Strategic bundling and pricing for McGraw Hill customers to maximize cross-sell potential

  • Creativity: Used the “Digit the Dog” plushie as incentive for sales team contest, demos with customers, giveaways at conferences, and a salable add on

“On the data call, I was looking at ALEKS Adventure and excited to see we’re almost at $1M! Hooray to you, Matt, and Justin for getting us to this point!”

— Nicole, Director of Marketing at McGraw Hill

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