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Tips for Product Launch Marketing Success
With David Daniels
A big product launch is coming soon. You’re tasked with creating the marketing plan. You’re agonizing over an array of tactics. Some you’ve come up with and some others in the company are recommending.
Imagine a scenario where every time you approached the creation of a marketing plan for a launch, you had the confidence to know which tactics were most likely to attract the right kind of buyers.
Watch "Tips for Product Launch Marketing Success"
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About the Presenter
David Daniels is an instructor for Pragmatic Marketing with more than 25 years of experience in B2B technology companies. David specializes in product marketing and product launch with an emphasis on effective go-to-market strategy and execution. He has an extensive software development, sales, product management, product marketing and executive background with a global perspective of the product launch process from end-to-end.
Previously David was founder and president of Launch Clinic, which was acquired by Pragmatic Marketing in 2008 and continues to publish the Launch Clinic blog. Prior to starting Launch Clinic, David held executive positions in publicly traded technology companies driving successful product introductions.
David has a B.S. in Computer Science with a minor in Mathematics from Columbus State University in Columbus, Georgia.
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Posted by
David Daniels
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2009-09-14 01:55 PM
Brandy, my expertise with marketing to attorneys is admittedly limited. My question to you is do you have evidence that email is an effective product marketing method to reach this audience? I understand the favorable economics of email but if it isn't effective for a given audience I wouldn't recommend it.
Buyer Personas
Posted by
Charles Lindsey
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2009-08-28 04:26 PM
Can you point us to a list of the questions you use to build a buyer persona?
Question
Posted by
Kenny Grams
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2009-08-28 04:26 PM
How do you distinguish between a buyer persona and a voice of customer program
Question
Posted by
David Daniels
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2009-09-14 01:55 PM
Voice of the Customer programs are about getting product requirements. Buyer personas are about understanding the buying process through the buyer's eyes - buying criteria, steps in the buying process, etc.
Consumer Buyers
Posted by
Marina Antestenis
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2009-08-28 04:26 PM
For consumer buyers...what type of questions should be ask to determine their buyer persona
Potential Buyers
Posted by
Robin Stenson
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2009-08-28 04:27 PM
If you are entering a new market where sales has no knowledge... how would you recommend finding out info about your potential buyers?
Potential Buyers
Posted by
David Daniels
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2009-09-14 03:07 PM
Robin, there are many ways but two to mind. The first is to attend a trade show or conference where you believe a large number of potential buyers will be gathering. Then spend the entire time striking up open-ended conversations. What brought you to the show? What problems are you trying to solve? How are you getting by now? How does your company go about evaluating a solution to your problem?
The second is to contact the trade or professional organization that your buyers belong to. Often you'll get the executive director who will be happy to talk with you about problems in their industry and the different players.
The second is to contact the trade or professional organization that your buyers belong to. Often you'll get the executive director who will be happy to talk with you about problems in their industry and the different players.
Announcement
Posted by
Ramin Zamani
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2009-08-28 04:27 PM
If you are planning to launch a new tech product, say in next year, how soon would you recommend you announce this publicly?
Announcement
Posted by
David Daniels
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2009-09-14 03:07 PM
It depends on your competitive situation. If you have a huge jump on your competitors and they can't possibly catch up, you have some breathing room and could announce earlier rather than later. If you have a risk that competitors could duplicate what you're doing or create fear, uncertainty and doubt (FUD) in the market if you announce too early, you should consider staying under the radar as long as possible.
Buyer Influencers
Posted by
Terry Carroll
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2009-08-28 04:27 PM
In b2b marketing there are lots of buyer influencers; should I send all of my time talking with influencers or end-user customers?
Buyer Influencers
Posted by
David Daniels
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2009-09-14 03:07 PM
A buyer persona is anyone who influences a buying decision for your product. Start by talking with those that are the most difficult to reach. Win/loss calls should lead you in the right direction.
Competitive Assessments
Posted by
Monique Ciccarone
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2009-08-28 04:27 PM
Just as you need to assess your buyers, you also need to assess your competitors for the product you are launching. What are the key points to consider in conducting competitive assessments?
Competitive Assessments
Posted by
David Daniels
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2009-09-14 03:07 PM
A key point is knowing when you have a good shot at wining and when to run. Win/Loss Analysis is the fastest way to gain insights into what your buyers think about you and your competitors. When conducting competitive assessments there is a natural tendency to focus on features. While features are important they often account for less than half of the buying criteria.
Competitive Assessments
Posted by
David Daniels
at
2009-09-14 03:07 PM
A key point is knowing when you have a good shot at wining and when to run. Win/Loss Analysis is the fastest way to gain insights into what your buyers think about you and your competitors. When conducting competitive assessments there is a natural tendency to focus on features. While features are important they often account for less than half of the buying criteria.
ROI
Posted by
Judith Cantlin Ho
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2009-08-28 04:27 PM
ROI is typically difficult to report - at least in the high tech sector - any top 3 things to consider to best capture
ROI
Posted by
David Daniels
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2009-09-14 03:07 PM
From a launch perspective marketing ROI should be connected to revenue where practical. There are many things a company does for which absolutely no ROI can be connected to it (what about the sign on the building?). But in a world where the CFO is increasingly scrutinizing the marketing budget we have to closely tie what we do in marketing to the over goals of the company.
Lead generation is often an area that is scrutinized. But lead generation is a meaningless ROI measure if the leads don't progress through the funnel. As a marketer it's important to take ownership in each step in the buying process, not just the top (lead) or the bottom (reference). You need to look at investments in sales tools and marketing programs that move buyers through the buying process. In this way you can examine marketing programs ROI in the context of how they facilitate the buying process.
Lead generation is often an area that is scrutinized. But lead generation is a meaningless ROI measure if the leads don't progress through the funnel. As a marketer it's important to take ownership in each step in the buying process, not just the top (lead) or the bottom (reference). You need to look at investments in sales tools and marketing programs that move buyers through the buying process. In this way you can examine marketing programs ROI in the context of how they facilitate the buying process.
Books
Posted by
Jan Sabo
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2009-08-28 04:27 PM
Thanks for the presentation. Do you have any favorite product management / new product devlopment books that use the kind of methodology that you have presented?
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