Crowded Market Launch Playbook
Refining Audio Plugin Success Through Pre‑Launch Metrics
In a saturated plugin market where technical quality is no longer a differentiator, success depends on more than just shipping a great product. It requires a system for validating demand, segmenting intent, and predicting outcomes, before launch day.
This session builds on last year’s talk, Engineering Success in a Crowded Market, by shifting focus from product positioning to execution. You'll learn how to engineer a measurable pre-launch funnel that doesn’t just build hype, but produces actionable insights and reliable conversion signals.
Using real-world examples from Relab’s own launch processes, we’ll explore:
How to structure a phased pre-launch: from teaser emails and waitlist pages to beta demos and timed releases
Which engagement metrics matter, and how to interpret them across email, paid, and organic channels
How to use scoring systems to segment hot, warm, and cold leads - and tailor offers accordingly
Practical methods for forecasting unit sales using owned, earned, and paid traffic data
Whether you’re a solo developer or leading a small team, this talk offers a repeatable framework to de-risk your launch, improve first-week sales, and avoid the most common post-launch pitfalls.
Randy Young
Head of Marketing & User Acquisition
Relab
With over 20 years of experience and 3,500 live shows as part of the indie band Cherry Suede, Randy Young learned early how to stand out in crowded markets. While many musicians were chasing major record deals, Randy was pioneering live streaming, crowdfunding, and fan communities—well ahead of social media’s rise. Later, he brought these innovative strategies to the pro audio software industry, helping developers bridge the gap between technical excellence and market success. His work with Denmark’s Relab Development has driven 40-50% year-over-year growth, double that in 2024, by tackling the critical marketing challenges of a crowded others often overlook.