AIM Archives - Tag: product launch

If your new product isn’t easily findable, it could be “game over”

247-Findable

Research shows that it’s often “game over” for your product if a competitor’s product has a better Google search ranking. The key is good search engine optimization (SEO), and the key to that is predicting which keywords your prospects will search for. Here’s a tip: In your front-end voice-of-customer interviews, capture customers’ comments verbatim. Then use their language—which is unlikely to change—in your SEO strategy.

More in article, B2B Product Launch: How to get it right

Your failed product launch was probably doomed earlier

244-Failed-Launch

Imagine you just launched your new product and the market responded with… one big collective yawn. Was it a poorly orchestrated launch? Perhaps, but it’s more likely your launch was doomed a couple of years earlier by poor front-end work. Our research shows five of six B2B product development teams lack a clear understanding of market needs before conducting B2B-optimized VOC. Without this insight, your launch might be putting lipstick on a pig.

More in article, B2B Product Launch: How to get it right

Your product launch should be as customer-targeted as your product development.

203-Targeted-Launch

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

 

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).

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)