Why most launches underperform
Most launches announce features. Buyers care about a problem. The launches that get noticed lead with a story the market already cares about, then back it up with proof.
What we do
- Launch story. Why now, why you, and why it matters, in plain language.
- Press and analyst plan. Who hears first, who gets a briefing, and when.
- Materials. Messaging, press materials and spokesperson prep.
- Execution. Every channel that matters for your buyers, run to one plan.
- Weekly reporting. You know exactly what’s happening.
How we work
- Diagnose. We assess your positioning, competitive gaps, and media footprint, then tell you exactly what’s costing you attention.
- Build the engine. We define your story architecture, your target reporters and analysts, and a 90-day execution plan with clear milestones.
- Execute and iterate. We run the launch, report weekly, and adjust.
Who you work with
Launches are led by David Libby (opens in a new tab) and Elizabeth Crandall Libby (opens in a new tab), co-owners of 2pinz. David brings 25+ years running comms for B2B tech, formerly at the SVP level. Elizabeth leads positioning and messaging. You work with senior people from the first call. No hand-off to a junior team.
Launch coverage in practice: KIBO Commerce, including its agentic commerce launch.
Also see: Public Relations, Analyst Relations, Content & Thought Leadership and GTM Launch Support.
Frequently asked questions
What is GTM launch support?
It is the planning and execution that gets a new product, category or relaunch in front of the market: the story, the press and analyst plan, the materials and the follow-through across the channels your buyers use.
When should we start planning a launch?
As early as you can, ideally well ahead of the announcement. Briefings, embargoed pitches and materials all need time. Starting late is the most common way good news gets less attention than it deserves.
Do you handle category creation and relaunches?
Yes. New product, new category, relaunch. We have run them all.
What makes a launch story work?
A problem buyers already feel, a clear reason for why now, and proof. Features alone rarely carry a launch. The story is what gets reporters and analysts to care.
Which channels do you use?
Trade press, business media, podcasts, analyst briefings and content, chosen for where your buyers pay attention. We build the mix around your audience, not a standard checklist.
How do you measure a launch?
By coverage in the outlets your buyers read, how well analysts understand the story, and what your sales team is hearing from prospects. We report weekly during the launch.
What does it cost?
It depends on your goals and how much needs to happen. Book a 30-minute call. We will tell you where the gaps are and what a focused engagement looks like.