12 New Rules of B2B Product Launch
Think of the expanding power of the internet. Consider the unique behavior of B2B buyers. Put them together for…
12 New Rules B2B Product Launch by Dan Adams
You may post this e-book to your blog or forward to others.
12 New Rules of B2B Product Launch www.b2bproductlaunch.com
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© Marketing © Advanced Industrial 2009 Advanced Industrial Marketing, Inc.
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. 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.
Dan Adams AIM, Inc.
12 New Rules of B2B Product Launch © 2009 Advanced Industrial Marketing, Inc. This e-book—in its entirety—may be posted to your blog or e-mailed to others. www.b2bproductlaunch.com dan.adams@aimtolead.com 330-715-8709
Table of Contents
Rule
1 Be easy to find… when your prospect is ready 2 Link “early-stage” to “late-stage” marketing 3 Get inside their minds with positioning 4 Help prospects advance along buying cycle 5 Use engagement—not interruption—marketing 6 Customize for industry concentration & position 7 Build a keyword “cattle chute” 8 Use word of mouth to build buzz 9 Use powerful new online marketing tools 10 Integrate traditional media in your strategy 11 Make your sales force look like geniuses 12 Pull it all together in a launch plan Appendix: Training & Software
12 New Rules B2B Product Launch by Dan Adams
You may post this e-book to your blog or forward to others.
12 New Rules of B2B Product Launch www.b2bproductlaunch.com
of
© Marketing © Advanced Industrial 2009 Advanced Industrial Marketing, Inc.
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. 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.
Dan Adams AIM, Inc.
12 New Rules of B2B Product Launch © 2009 Advanced Industrial Marketing, Inc. This e-book—in its entirety—may be posted to your blog or e-mailed to others. www.b2bproductlaunch.com dan.adams@aimtolead.com 330-715-8709
Table of Contents
Rule
1 Be easy to find… when your prospect is ready 2 Link “early-stage” to “late-stage” marketing 3 Get inside their minds with positioning 4 Help prospects advance along buying cycle 5 Use engagement—not interruption—marketing 6 Customize for industry concentration & position 7 Build a keyword “cattle chute” 8 Use word of mouth to build buzz 9 Use powerful new online marketing tools 10 Integrate traditional media in your strategy 11 Make your sales force look like geniuses 12 Pull it all together in a launch plan Appendix: Training & Software
Links: - 16 B2B Lead Generation Handbook, MarketingSherpa, 2008, p 73. - 18 B2B Lead Generation Handbook, MarketingSherpa, 2008, pp 1-3.