b2b product launch

Free ebook: 12 New Rules of B2B Product Launch

Why new rules? Why now? First, the internet is changing everything. Most B2B transactions now occur when the customer finds the supplier–not the other way around. If someone deep inside a prospect company can’t find you, your new product just lost to a competitor’s. Second, B2B marketers have been following the rules of B2C marketers for way too long. Compared to their consumers, our business customers are more insightful, rational, interested and fewer in number. Advantage B2B… but only if we follow new rules. Third, much more rigor is needed in this area by most B2B suppliers. Products are ‘released’ casually, budgets are spent inefficiently, and prospects respond “underwhelmingly.”

First 3 Pages

12 New Rules of B2B Product Launch Think of the expanding power of the internet Consider the unique behavior of B2B buyers. Dan Adams Why new rules? Why now? First, the internet is changing everything. Most B2B transactions now occur when the customer finds the supplier—not the other way around. If someone deep inside a prospect company can’t find you, your new product just lost to a competitor’s. Second, B2B marketers have been following the rules of B2C marketers for way too long. Compared to their consumers, our business customers are more insightful, rational, interested and fewer in number. Advantage B2B... but only if we follow new rules. Our rules. Third, much more rigor is needed by most B2B suppliers. Products are “released” casually, budgets are spent inefficiently, and prospects respond "underwhelmingly." I worked inside large corporations for 29 years, mostly in marketing positions. It was great fun, but I believe the best is yet to come for B2B marketers. I hope you’ll find some new rules here that ignite your next product launch. Meet me at the end of this e-book for more ideas. Table of Contents Rule 1 Be easy to find... when your prospect is ready 1 2 Link “early-stage” to “late-stage” marketing 3 3 Get inside their minds with positioning 5 4 Help prospects advance along the buying cycle 7 5 Use engagement—not interruption—marketing 9 6 Customize for industry concentration & position 11 7 Use online articles to boost “findability” 13 8 Use word of mouth to build buzz 15 9 Use powerful new online marketing tools 17 10 Integrate traditional media in your strategy 19 11 Make your sales pros look like geniuses 21 12 Pull it all together in a launch plan 23 Appendix: Training & Software from AIM 25 Rule 1 Be easy to find... when your prospect is ready You’re about to launch a great new product and your job is to hunt down prospects and close some sales, right? Well, partly... but that’s so 20th century. In 80% of B2B transactions today, the customer finds the supplier—not the other way around.1 What does this mean to you? For starters, you must answer new questions: What will prompt a Google search by prospects, and what search terms will they use? How can you hold their interest? It’s hard to avoid a sales rep, but “good-bye” now sounds like a mouse-click. Who are your real targets... among the many job functions typically involved in B2B buying decisions? How do you meet prospects where they are?... Some just starting to explore... others comparing specifications. The 12 new rules in this e-book will help you answer these questions and more. So happy hunting. And being hunted.