Tag Archives: Product Launch Process

What’s Your Solution Type?

As b-to-b organizations have moved to solutions over the past several years, SiriusDecisions has rolled out a solution model to clarify the meaning of “solution” and describe the different approaches to solution implementation and marketing. The model describes the following types of b-to-b offerings:

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How Does Your Innovation Strategy Compare?

The Innovation Strategy Framework is built on research conducted over the past year. Now that the framework has been constructed, we're beginning to collect data on how companies approach their innovation investment strategy today. Many companies have told us that they'd like to understand whether their organizations are investing similarly to their peers, or to other companies of different sizes and in different industries.

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Product Launch Has Changed. Have You?

Inbound marketing is driving the need for a redefinition of product launch processes. By 2015, SiriusDecisions predicts that 71 percent of all inquiries will be inbound in nature. This trend must be reflected in launch budgets and strategies, which, historically, have been heavy on events and direct marketing. Organizations that plan and execute inbound marketing techniques (e.g. search engine optimization, search engine marketing, digital marketing, Web site conversion optimization, social media) fueled by thematic, topical, thought leadership content aligned to audience needs do so at their own peril.

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Improve Your Next Product Launch: Engage Customers Through Social Media Channels

One of our most frequent inquiry topics is how to improve product launch. An important boost to the commercial success of an offering, this process often becomes mired in tactical details and spreadsheet checklists. Most marketers think of launch as an event instead of an opportunity to engage in conversation with their target customers. Unless you are entering a new market, communicating with existing customers should be a priority. Consider who needs to hear about what you are offering and how are you going to reach them. To engage customers in a product launch, social media is a valuable addition to the traditional mix of press releases, emails, newsletters and sales calls. It can be used before, during and after the launch date.

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A “Hail Mary” Approach to Product Launch?

We are well into American football season here in the U.S., and while I'm normally not one for sports metaphors, it struck me that football provides good analogies for how companies bring products to market. Many organizations struggle with product launch, ending up with ineffective and costly go-to-market failures. Similarly, some football teams run too many unsuccessful plays, struggling week after week to make any progress.

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Balancing Campaigns and Launches

More and more, we find marketers adopting an integrated campaign strategy to drive increased sales productivity and marketing efficiency. An integrated campaign is built on a business-needs-based theme, and it runs for an extended duration (usually a year). Within the campaign is a series of carefully choreographed reputation, demand creation, sales enablement and market intelligence activities. When multiple products are folded into a single campaign, marketing messages shift from a focus on products, features and benefits to a focus on the relationship between the prospective buyer’s business needs and the value proposition of the campaign’s offerings. They can be more impactful to the business overall, but they do not make the direct product push that product managers are used to.

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A SiriusDecisions Secret to Product Launch Success

Want to know a secret to product launch success? Create a solution handbook for the offering being launched. And, even though we call it a “solution” handbook, it can be used for a product, service or solution.

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Analyst Briefings: A Big, Scary Tactic?

Product managers and marketers spend a lot of time obsessing about how to raise awareness and increase market acceptance. But you would be surprised how often one of the most effective tactics, briefing industry analysts, is an afterthought. For B2B organizations, especially in the high-tech market, analysts are the conduit to hundreds of client conversations every year. Yet analyst relations (AR) and PR teams wrestle with their product teams to get them to talk to the analysts. From the resistance, you’d think you were suggesting a scenario like that played out in the horror movie “Snakes on a Plane.”

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Product Investment Decisions: Choosing Enhancements

The most prominent factor we see being used to prioritize a feature or version upgrade is ROI; namely, which enhancements will make the most money for the company? However, best-in-class ...

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Auditing the Product Launch Process

SiriusDecisions has found that marketing and sales spending nearly doubles when B2B enterprises are introducing new concepts into a market vs. when they are operating in established markets. We define ...

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