Quick Overview: Improving B2B Product Launches
The best B2B product launches take advantage of a new B2B marketing model... to customize 16 traditional & online media and reach the right prospects.
1. A New B2B Marketing Model
Remember the 4 Ps we borrowed from consumer goods marketers… Product, Price, Place & Promotion? A better B2B approach is to launch the Right Product with the Right Message using the Right Media to the Right Prospects. Unlike retail consumers, insightful B2B buyers can help you craft a spectacular launch campaign… but only if you know who, what and how to ask. With little effort, you can gather this information during the early stages of product development from savvy B2B prospects.
2. 16 Traditional & Online Media
You’ll never use all 16 media to launch your new product… but you should consider all of them. Some of the newer online media are extremely powerful: Costs per lead are low, results can be easily measured, and—best of all—they allow customers to find you when they are ready. Don’t drop your traditional media. Instead craft a launch campaign that weaves both traditional and online media tightly together.
3. Optimizing Your Media Strategy
So how do you spread your scarce launch budget among many possible media? One factor is Industry Preferences… so ask prospects key questions about this. But also consider Industry Concentration (# of potential buyers) and your Industry Position (whether you are currently a key supplier to this market or not).
Bottom line: Every product launch should be highly customized for your situation... or you’ll underperform.
4. LaunchStar Software
If you don’t follow a proven roadmap for your launches today, you’re probably missing opportunities, delaying results… and working way too hard! AIM’s Excel-based LaunchStar software lets you build a comprehensive 2-page Launch Plan Summary… and is loaded with linked tools such as Prospect Profile, Message Brief, Media Guide, 150-Line Activity Plan, Lead Scoring Plan and much more. And your team will be ready to use this after a 1-day on-site workshop.
Download B2B Product Launch Workshop & Software Brochure (475KB PDF)
