Many companies develop and lob new products at their B2B customers without first exploring their needs. There may be less efficient ways to understand customer needs than waiting to see if they buy your product… but I truly don’t know what they would be. Years from now, companies will be amazed that our innovation methods were so supplier-centric and inefficient.
More in white paper, Timing is Everything (page 5).
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
This is how one B2B marketer described their launch process to me. It’s much better to use a rigorous process, documented in five brief reports: Launch Plan Summary (with strategy, team, activities & results), Prospect Profile, Message Brief, Media Guide, and Launch Results. The middle three address who to tell, what to tell and how to tell.
More in article, How to Plan an Amazing B2B Product Launch (Originally published in B2B Organic Growth newsletter).
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
Years from now, we’ll think it quite strange that B2B companies explored market needs by launching products to see if anyone would buy them. In the future, B2B companies will have a complete understanding of market needs before they begin developing their products, let alone launch them. Want to start before your competitors?
More in white paper, Catch the Innovation Wave (page 5).
A proper product launch defines who to tell, what to tell and how to tell. You own who and what to tell, while your ad agency or PR firm should focus on how to tell. Hand them a strong Prospect Profile and Message Brief for “who and what.” Otherwise, they’ll waste your money guessing.
More in article, Stop Squandering Your Product Launch Budget (Originally published in B2B Organic Growth Newsletter)
Your product launch budget will stretch much further when you understand your industry position on this matrix… based on the number of customers in your target market and your current supplier position. And AIM’s 2-Question Launch Survey will focus your spending for optimal efficiency. ... Read More
Customers will help you set prices before—but not after—you launch your new product. They want you to develop innovative new products and services that deliver value to them… so they’ll give you insights to make this happen. These same insights allow you to establish optimal pricing. Do you know how to do this? It will be too late after you launch your product.
More in article, Pricing New vs. Existing Products (Originally published in B2B Organic Growth Newsletter)