#Launching Heralded on my own go-to-market advice, mostly

Heralded launches today. Launching your own product is where you find out whether you believe your own go-to-market advice. I took mine. Mostly.

What Heralded is

Heralded puts a team of agents to work on a brand’s visibility. They use AI to see what buyers see, work out what shapes it down to every source, then fix and improve it: the pages you’re missing, the review sites and articles that leave you out, the fixes that let AI read your site. You direct them from the Command Center and approve what ships.

It started as an audit I did by hand for clients, and grew into a product at GrowthPath AI. The Heralded blog has the product side. This note is about the launch, and about the part of the work a product can’t do.

The advice I took

These are the calls we help clients make. This time the client was me.

Give away the diagnosis. The first decision a buyer makes is whether they have a problem at all. A price in front of that decision only filters for people who’ve already decided. So a week ago the Snapshot, the audit I used to charge for, became free.

Pick one buyer. Heralded is for marketing leaders at European B2B tech companies. Every time I was tempted to widen it, I asked who the first ten customers would be. They were always the same people.

Say plainly what you replace. The alternatives are a one-off audit or a dashboard that leaves the work with your team. The copy says so, in those words.

Give the press data, not a product. Journalists rarely write about launches. They write about findings. So Heralded now publishes monthly leaderboards of the brands AI engines put in front of buyers, by category, engine and country, with the method public. The data is the story. The product is the byline.

Spread the launch out. One big launch day spends all your attention in a single morning. So it’s Product Hunt and LinkedIn today, press tomorrow and next week. Each day gets its own audience and its own follow-up.

Put a deadline on the offer. The founding offer ends on 31 December. A discount without a deadline is just the price.

The advice I didn’t take

I’d tell a client to freeze scope well before launch. We finished the leaderboards the day before. They’re also the best press asset we have, so I’m calling it a draw.

I’d also tell a client not to launch three things in eight days. We launched a free Snapshot, a subscription and a public index. In my defence, they’re one funnel. The leaderboard shows where a category stands, the Snapshot shows where you stand, and the agents change it.

What the agents can’t do

Heralded’s agents can tell you how your brand is seen today. They can’t decide how it should be. Neither can any other tool.

That’s a positioning call, and it sits upstream of everything the agents do. If buyers and AI engines can’t tell what you do or why you, more pages won’t fix it. They’ll just repeat the confusion faster.

The same goes for the calls in the list above. Which buyer comes first, what you replace, what you give away, when you launch and in what order. Software can inform those decisions. Someone still has to make them, and own them afterwards.

That’s the work we do at Bisceanu:

• Position Sprint. Three weeks to settle what you should be known for, starting from what AI engines say about you today, and a plan for where it applies.
• Consultancy. Direction, priorities and go-to-market decisions, for teams that have people but not a direction.
• GTM Partner. Embedded marketing leadership for companies where nobody owns marketing yet.

If you want to help

If you’re reading this on launch day, Heralded is on Product Hunt. A comment there helps more than you’d think.

If you lead marketing at a B2B tech company, run the free Snapshot and tell me what it got wrong.

And if you out-build your competitors and they still out-market you, let’s talk.