Early Access Marketing

I really like this pre-launch page for Lattice’s new HRIS product. It does a great job of combining both narrative and product capabilities. From their PMM, Ross Gordon: “The narrative was intended to have our audience (HR leaders) nodding along and feeling compelled to scroll down the page. I had dozens of calls and it was clear the status quo of their HR tech stack was frustrating and disconnected.” For a company like Lattice with ~500 employees and ~5K customers, it's not often you see a waitlist program. I like how they're building pipeline, validating the positioning, and fine-tuning the product based on customer feedback. Compared to most companies that just "launch" a product that doesn't really exist. "Given that HRIS sales cycles are longer, we wanted to begin spreading awareness sooner rather than later. That also influenced our decision to go lighter on product/feature marketing. We focused on the high-level positioning of why we built Lattice HRIS and what an HR leader can expect." Sounds like the results so far have been great. Lattice is building a strong pipeline of early access candidates and the sales team is “BUSY” 💪 See the Lattice HRIS page for yourself