Every product has a story. HubSpot's story starts with founders Dharmesh Shah and Brian Halligan taking on a new kind of marketing initiative and turning it into tangible software for marketers. But that's not where HubSpot's story ends - and it continues every day through the new features and functionality we launch that affects our 10,000 paying customers, countless prospects, and a fleet of sales folks ready to sell, sell, sell. How do we handle it all? We've developed our own guide to successful product launches that we practice every day.

Come join product marketers Jeff Russo and Maggie Hibma from HubSpot for a glimpse inside how HubSpot does product launches, from setting the story with our development team all the way through tracking customer adoption and further education. We'll talk about our launch strategies, our "menu" of communication channels and what we consider a successful launch on the product marketing team. Because launching a new product isn't about announcing to the world it's arrived - it's about telling the world the story of why it should matter to them.