Blog Category: Product Launch

Launching products at customers is an incredibly inefficient approach to B2B customer insight.

160 Launch Products

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).

Some companies don’t launch products. They let them escape.

83 Products that Escape

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).

Plan an Amazing B2B Product Launch

How to plan an amazing B2B product launch

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

Boost your new product launch by knowing what your ad agency does and does not “own.”

20-Advertising-Agency

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)

Once your new product is launched, the pricing insight window slams shut.

Pricing B2B Products - Pricing New vs. Existing Products2

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)