Streamlined feature launch process.
8 min
- The Beta/Alpha Feature Playbook outlines a structured process for launching new features and gathering user feedback. - It addresses challenges in tracking feature requests from both the product and sales teams. - Key steps include engaging users during beta testing, using FOMO campaigns, and collecting structured feedback to inform future developments.
1. Product Manager 2. Customer Success Manager 3. Sales Representative
Beta/Alpha Feature Playbook
This Beta/Alpha Feature Playbook ensures a smooth process for launching new features, engaging users, and collecting actionable feedback to drive continuous improvement.
Objective
- Lead Generation: Engage with customers/users during the alpha/beta testing phase to gather feedback and generate leads for new features.
Challenges
- Tracking Customer/User Interest:
- Feature Request Tracking System:
- Product: Feature requests are tracked via ClickUp.
- Sales: No formal system for tracking, though HubSpot properties have been created to track feature requests.
Current feature requests are tracked in ClickUp for the product team, but there is no clear system for tracking feature requests from sales.
Launch Process
- Feature Development Tracking:
- Use a public roadmap to gather feature requests.
- Collect requests from customer feedback.
- Track outbound campaigns to inform prospects of new features.
- FOMO (Fear of Missing Out) Campaign:
- Landing Page: Create a page that clearly outlines the following:
- Where? The feature is live.
- What? Overview of the feature.
- Why? Reason the feature was developed.
- How? Example use cases of the feature.
- Who? Identify who has access to this feature.
- When? Timeline for when the feature is available.
- Feature Tracker: Create a HubSpot form to collect the following details:
- Name
- Whether the user is a current customer
- Intended use for the feature
- Email address for notifications
- Company name
- Beta/Alpha Feature Launch:
- Send an email to subscribers who showed interest in the feature (collected via the FOMO campaign).
- Follow up through LinkedIn for added engagement.
- Gather feedback via a HubSpot template for more structured responses:
- Customer Success: Move users to the appropriate sales deal stage if interactions are likely to result in an expansion of services.
- Customer Support: Log customer feedback to improve the feature and facilitate further product development.
Communication Example for Alpha Access
Subject: Welcome to the [FEATURE] Alpha Testing!
Dear [Name],
Thank you for showing interest in our new feature, [FEATURE]. You've been selected to access the alpha version! Before you start, here are a few important instructions:
- Version Control: Please make a version of your design before using the feature, as it’s still in alpha.
- Limitations: Currently, the feature has a few limitations, including [specific limitation].
- Cache Refresh: You may need to refresh your cache to enable the feature.
We hope you enjoy testing the feature and look forward to hearing your valuable feedback. It’s a gift for us!
Best regards,
[Signature]
Feedback Collection
Goals:
- Collect structured feedback on the feature’s usability and limitations.
- Monitor engagement from alpha/beta users to inform future product iterations.
Tools:
- Use HubSpot for tracking and organizing customer interactions.
- Use ClickUp to manage feature requests from the product development perspective.
Launch Tracking
Launch Date | Feature LP | Initiator | Requests | Sent | Feedback (+/-) |
[Date] | [Feature LP URL] | [Name] | [Request Tracker] | [Sent Emails] | [Feedback Gathered] |
Best Practices
- Transparency: Always communicate the current limitations of the alpha/beta feature.
- Engagement: Follow up consistently with users to encourage ongoing feedback and engagement.
- Track Feedback: Log all feedback through a centralized system like HubSpot to ensure it informs product decisions.