Blog Category: Product Development

Will customers mistrust B2C marketers and appreciate B2B marketers?

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The potentially-intrusive nature of consumer “big data” has already caused some mistrust of B2C marketers. Conversely, the best B2B marketers—especially in concentrated markets with fewer customers—are now developing powerful interviewing skills to listen closely to their customers. You can imagine the response: Who among us doesn’t want to be carefully listened to and understood?

More in e-book, Leader’s Guide to B2B Organic Growth (Lesson 15)

Pursue transformational projects

Successful companies reap huge financial reward from bold, transformation projects. They probably approach them differently than you do today. Consider this 5-step process to safely and rationally process all the potential “landmines” that could otherwise blow up budgets, schedules, and reputations.

Learn more about project de-risking.

Business Case Excellence: The 12 Key Components

Consider these 12 sections of a winning business case… for B2B product development teams finishing the front end of innovation before the development stage.

We’ll examine 12 parts of a B2B business case format used by more than a thousand new-product teams. Our research will show you which sections are the most critical… including the part teams bungle most often. Do 12 parts seem like too many? We’ll close with a sensible business case “short-cut,” the 6-part market case. This ... Read More

If you start selling your new B2B product when you launch it, you’ve started too late.

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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