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withLaunchStar

®

Software© The AIM Institute

Dynamic B2B

Product Launches

Dan Adams

The AIM Institute

[email protected]

www.b2bproductlaunch.com

mailto:[email protected]

http://www.b2bproductlaunch.com/

“Release”

© Advanced Industrial Marketing, Inc. © Advanced Industrial Marketing, Inc.

Ignite!

DesignProduct

DevelopProduct

DeliverProduct

Early-Stage

Marketing

Late-Stage

Marketing

Market NeedsUnderstand Satisfy

ProductLaunch

© The AIM Institute

DesignProduct

DevelopProduct

DeliverProduct

Low-quality front-end work

Poor linkage between stages

20th Century promotional tools

3 Common Shortcomings…


Find Prospects Be “Findable”

Source: B2B Lead Generation Handbook, Marketing Sherpa, 2008

Supplier finds Customer

Customer finds Supplier


Be “Findable”

What prompts their search?

Which search terms used?

How can you hold interest?

Who are these prospects?

How to gauge interest level?


Internet use

B2B optimized

Greater rigor

Employ 5 principles of “positioning”

Use engagement—not interruption

Use word of mouth to build buzz

Advance prospects along buying cycle

Consider 9 traditional & 9 online media

Customize based on market dynamics


4 Steps to a Great B2B Launch

Right

Product

Right

Market

Right

Message

Right

Media

Satisfies

most

important

unmet

market

needs

Presses

prospects’

hot

buttons

…in their

language

Reaches

prospects

using the

most

effective

venues

Targets by

segment,

position in

value chain

& job

functions

Message

What

we tell

MediaHow

we tellWho

we tell


DesignProduct

DevelopProduct

DeliverProduct


Ensuring a Market-Driven Launch

Target important, unmet needs

Scrub Resistance

Crayon Removal

Hiding Power

24-Hr Window

Stick

Brushmark

Leveling

Fading Resistance

Sprayability

Stain Resistance

Brushability

Factory Mix Time

0% 10% 20% 30% 40%

Market

Satisfaction

Gap

HighMarket

Eagerness

32%

35%

36%

21%

25%

12%

16%

13%

11%

8%

Mine interviews for hot button language

Right

Product

Use 2-Question Launch Survey

Right

Market

Right

Message

Right

Media


DesignProduct

DevelopProduct

DeliverProduct


It all starts with the right product…

Right

Product

Right

Market

Right

Message

Right

Media

Provide real

value

customers

cannot get

elsewhere

Conduct rigorous side-by-side testing in front end


Documents Used in Your Launch Plan

Right

Market

Right

Message

Right

Media

Right

Product

Business

Case

Message

What

we tell

MediaHow

we tellWho

we tell

LaunchStar®

Software

Launch Plan

Executive Summary

Message

Brief

Media

Guide

Prospect

Profile


Strategy

Team

Activities

Results

How will we win?

Who will do this?

What will we do?

How are we doing?LaunchStar

®Software


Market Segmentation Basics

B2B Launch Segmentation

2-Question Launch Survey

The Prospect Profile

Module 3: The Right Market

22 Minutes + Review


B2B MoreComplex

Market Segment

Value Chain

Decision-Maker

Job Function

Single use(food coloring)

Multiple segments(paint, plastic, pills…)

Single point(end consumer)

Multiple points(customer, their customer…)

Usually one(Person with money)

Usually several(Deciders & influencers)

One obvious function(driven by product)

Diverse functions & interests(Production, marketing…)


Complex… but not confusing


Define “Market” at 4 Levels

1. Market Segment

SportsClothing

WorkUniforms

CasualWear

BusinessSuits

2. Company Type*

FiberProducer

TextileMill

UniformRenter

UniformSupplier

4. Key Outcomes 3. Job Function

Technical Production

Marketing Purchasing

* Point in Value Chain

34%

16%

38%

9%

Market Satisfaction Gap

Abrasion-Resist.

Breathability

Stain-Resistance

Odor Control


5 Principles of Positioning

Develop Interesting Content

Write Engaging Copy

Make Appealing Offers

The Message Brief

Module 4: The Right Message

18 Minutes + Review


Tension?

Prospects

… want research on their industry

& ways to improve their business

Suppliers

… want to tell prospects about

their new product & its benefits


Timing is everything!


Advance Prospects Along the Buying Cycle

Time

Recommend

Purchase

Negotiate

Consider

Learn of Product

Learn of Need

UnawareAwareness

Content

PersuasiveContent


For

Them

For

Them

For

Them

For

Them

For

Them

About

Your

Product


Examples

of

Awareness

Content

Industry Research Educational Material

Industry News Case StudiesThought Leadership

• Focus on a narrow market segment

• Consider using Market Satisfaction Gap data

• Establish you as the “go-to” expert

• Classes, how-to guides, glossaries, etc.

• Deliver via newsletters, webinars, video, etc.

• Seen as highly valuable content by users

• Consolidate & summarize news

• Can supplement with your own analysis

• Present data in charts… associated with you

• Unique, compelling industry observations

• Your CEO’s column or speech

• Well-known industry expert or consultant

• How someone dealt with a common problem

• Use a personalized, interesting narrative

• Speak from prospect’s perspective


DevelopingContent

WritingCopy

MakingOffers

Generating & Nurturing Leads


Time

Offers

Advance Prospects Along the Buying Cycle

Recommend

Purchase

Negotiate

Consider

Learn of Product

Learn of Need

UnawareCase Study

Brochure

Value Calculator

Consultation

Sample

Blog


Market-Driven Media Strategy

Media Strategy Matrix

Integrating Multiple Media

Putting Prospects to Work

Media Planner in LaunchStar®

Module 5: The Right Media

21 Minutes + Review


Online Advertising

News Release

White Paper

Email Marketing

Online Presentation

Social Media

Webinar

Web Microsite

Search Marketing

Print Advertising

Press Kit

Print Article

Direct Mail

Trade Speech

Trade Show

Road Show

Customer Seminar

Sales Visit

9 Traditional Media 9 Online Media


Online Advertising

News Release

White Paper

Email Marketing

Online Presentation

Social Media

Webinar

Web Microsite

Search Marketing

Print Advertising

Press Kit

Print Article

Direct Mail

Trade Speech

Trade Show

Road Show

Customer Seminar

Sales Visit

Your

Media

Strategy

IndustryConcentration

Prospects’Media Use

Your MarketPosition

YourResources

Specific

to

Market

Specific

to

Supplier

Your Launch Budget

2-Question Launch Survey


You are a leadingsupplier to market

This market isnew to you

Many buyersin market

Few buyersin market

Supplier


Your Market Position© The AIM Institute




Few buyersin market


Your Market Position

4

Principles

BecomeFindable

BuildCredibility

LeverageRelations

PursueTargets





Few buyersin market


Your Market Position

Robotic Auto Welders Windmill Blade Resin

Data Backup ServicePrint Shop Supplies


Online Advertising

News Release

White Paper

Email Marketing

Online Presentation

Social Media

Webinar

Web Microsite

Search Marketing

Print Advertising

Press Kit

Print Article

Direct Mail

Trade Speech

Trade Show

Road Show

Customer Seminar

Sales Visit

LeverageRelations

PursueTargets

Few

Buyers

Leading

Supplier


1. Identify & promote to industry thought leaders

Be Easy to Recommend…

2. Present to people already in groups

3. Seek opinions from industry experts

4. Gain testimonials from early adopters

5. Use interviews to find key decision-influencers

6. Help decision-influencers persuade colleagues

Leave-behind presentations

Email links to helpful videos

Newsletters & info-rich brochures© The AIM Institute

Be Easy to Find…

Online

Article

Your

News

Release

Online

Article

Online

Article

Link

Keyword

Link

Keyword

Link

KeywordKeyword

Bonus: These links boost ranking of your website

Link


Right

Market

Right

Message

Right

Media

Right

Product

Business

Case

Message

Brief

Media

Guide

Prospect

Profile

Message

What

we tell

MediaHow

we tellWho

we tell

Documents Used in Your Launch Plan


www.launchstar.com

for free e-book

www.launchstar3.com

for software video

Questions?

Learning more…

www.launchstarworkshop.com

for public workshop info

April 6, Atlanta


http://www.launchstar3.com/

http://www.launchstarworkshop.com/

Dynamic B2B

Product Launches

Dan Adams

The AIM Institute

[email protected]

www.b2bproductlaunch.com

Reed Stith

Authentic Growth Services

330-656-2023

[email protected]


