AMA: Hubspot Principal Product Marketing Manager, Marcus Andrews on Product Launches originally appeared on Sharebird - the place to see how people at top companies do product marketing.
First and foremost your launches have to have substance and that should dictate the cadence more than marketing need. I've seen some companies try and do a launch every week and it starts off great but then loses momentum quickly because people stop caring. That’s a bad situation to be in. The launches just don't have enough substance and people are overwhelmed.
You may have lots of different updates happening all the time, but the trick is packaged them up into a bigger more interesting update that has a slick narrative that ties them all together.
One a month or one or two a quarter (depending on the size and speed) is a good cadence. It gives your audience time to breathe and will make your launches more substantial. Having one launch as the one big thing your team is focused on for a quarter also gives you a lot of direction and a launch shouldn't happen all in one day. It can rollout piece by piece over the course of at least a week or even a month.