Should your product launch include email… trade shows… pay-per-click? Every market segment tends to favor different venues to learn about new ideas. Rather than guessing—and squandering your budget—you should study customers’ behavior. Don’t think, “How do we communicate?” Instead think, “How do they learn?”
More in article, Stop Squandering Your Product Launch Budget
Consider four steps: 1. Understand value, learning which important outcomes customer lack. 2. Quantify value, estimating the potential value beyond customers’ next best alternative. 3. Build value, by developing a new offering. 4. Communicate value, with a dynamic launch. Most companies can get much better at steps 1, 2, and 4.
More in article, Three Steps to Unbeatable Value Propositions (Originally published in B2B Organic Growth newsletter).