Dan Adams: Congratulations! How long have you been working on this project? Scott Burleson: Thanks! I started working on a book about 14 years ago. It was originally going to be a comprehensive guide for product managers. But the deeper I went, the more that I realized that my true passion was much more about ... Read More
Lean Startup is a powerful methodology, but B2B suppliers need to make some adjustments to avoid serious pitfalls. Instead of using a Build-Measure-Learn cycle, B2B producers should use a Learn-Build-Measure-Learn cycle. In other words, they should begin with B2B-optimized customer interviews. ... Read More
Avoid these 7 mistakes in developing new products: 1) Imagining customer needs. 2) Relying on sales reps to capture customer needs. 3) Counting on just a few VOC experts. 4) Using hand-me-down consumer-goods methods. 5) Gathering only qualitative customer feedback. 6) Listening only to immediate customers. 7) Ignoring competitors when you design your product. ... Read More
Has your business correctly answered 4 questions? 1) Would better customer insight improve our innovation success? 2) Should we take a DIY approach to customer insight (vs. using “hired guns”)? 3) Should we learn improved customer insight from external trainers (vs. training ourselves)? 4) Should gaining this customer insight capability be a top priority (vs. other priorities)? ... Read More
In a tough economy, B2B producers can follow these 4 tips: 1) Hear the voice of the customer inexpensively, 2) get everyone listening to the customer’s voice, 3) use other people’s knowledge, and 4) alter their training model. ... Read More
For rapid, profitable, sustainable growth, your goal should be, “Understand and meet customer needs better than anyone else.” These 7 other common paths simply won’t work. Use AIM’s B2B Growth Diagnostic to benchmark your business against average, top quartile, and top decile companies on 25 growth drivers. ... Read More
The world of B2B sales techniques can be a confusing landscape. “Confusing” because it’s hard to know when to rely upon traditional B2B sales techniques and when to embrace newer approaches. Certainly, B2B sales are more complex than B2C sales – and despite the information revolution – this complication persists. Many of the current challenges ... Read More
Here’s the scene: You are a B2B business leader unhappy with your membership in the Shareholder Appeasement Club and its quarterly meetings. You want profitable, reliable growth so you are free to captain your ship, not some Wall Street analysts. But what should you do—not in the abstract—but in concrete, actionable steps? Before exploring admission ... Read More
Research shows top sales professionals ask customers questions such as, “What problems are you facing?” Why not ask this before you develop a new product —not just afterwards? Such questions engage, so customers are often “half-sold” by your launch date. And their answers let you create much better new products. So… one question, two benefits.
More in Leader’s Guide Videos Lesson 17, Engage your B2B customers
In a whispered voice, a B2B business executive confided to me that his company seldom spent more than $10k on their product launches… even after spending hundreds of thousands developing the product. This isn’t launching a product. This is kicking it off the loading dock and hoping someone finds it.
More in article, Stop Squandering Your Product Launch Budget
If you want to create an unbeatable value proposition with your B2B product, understand customer value by moving to the highest of 6 levels for customer insight. Then quantify value by building a value calculator, and communicate value with a B2B-optimized product launch. ... Read More
How can you know with absolute confidence that you’ve put together all the key elements of a winning product launch plan? Prepare these 5 product launch plan documents: 1) Launch Plan Executive Summary, 2) Prospect Profile, 3) Message Brief, 4) Media Guide, and 5) Launch Results. ... Read More
Enjoy your best-ever B2B product launch using 12 tips from the AIM Institute's e-book. Features LaunchStar software which delivers a comprehensive 2-page launch plan executive summary. ... Read More