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Tag Archive: marketing strategy

B2B marketing tip #280: Hold a year-end session

B2B Marketing Tip of the WeekTake advantage of the holiday lull to start 2019 off right. Take a mini-retreat to assess your personal and department successes for 2018, and to develop your plan for the new year.

If you can, take an informal day offsite, at a coworking space, library or other quiet locale. If you can’t spare that much time, find an hour or two a day in a conference room or working from home, where you’re free from telephone calls, emails and interruptions.

B2B marketing tip #268: Get professional about strategy

B2B Marketing Tip of the WeekEven the most experienced marketers can benefit from outside perspective. Consider hiring a professional facilitator to run your next strategy session. An outside consultant can provide an objective viewpoint, keep discussions focused, and give internal leadership a chance to fully participate.

B2B marketing tip #249: Make it manageable

B2B Marketing Tip of the WeekFeeling the pinch as the shine starts to fade on those New Year’s Resolutions? Too often, we fail to accomplish strategic goals or new processes because the project seems too large or amorphous.

Make better headway by dividing each strategy into smaller, more tangible pieces. Look for segments you can accomplish in 30-minute, two-hour and one-week increments. Give a single person responsibility for each item, with other team members providing support.

B2B marketing tip #219: Effort vs. impact

B2B Marketing Tip of the WeekNeed a fast way to pare down the marketing To Do list? Divide a square into four quadrants. Label one axis Effort to Produce, the other Impact to Organization. Plot your proposed activities by High/Low Effort and High/Low Impact, then focus first on those projects that yield maximum benefit with lowest effort to produce.

Six ways to sink your next product launch

Part II: Avoid these common marketing pitfalls

Avoid these marketing pitfallsLaunching a new product or service can bring out the best—or the worst—in an organization. From cost overruns to development delays, the process of innovation is ripe with obstacles.

Make sure your marketing efforts stay on track by watching out for these issues.

Marketing Don’ts:

(1)    Overpromise. A launch means pressure to build a sales pipeline long before the product debuts, but don’t paint yourself into a corner with pre-launch sales tools and marketing messages. Be cautious about including feature names, screen shots, pricing and other details too early in published materials. Instead, sell your vision for the product and leave the specifics for verbal discussions.

(2)    Underestimate your needs. New products and new market entries are two of the most taxing projects for marketing. Do your due diligence and set appropriate expectations; your first year efforts will require substantially more resources than a typical project.

(3)    Skimp on naming. A name is like a tattoo. You’re going to have it for a long time, and it’s complicated, expensive and painful to change. Don’t leave something this important to an employee contest. Hire a professional and find a moniker that has staying power and panache.

(4)    Guess what the market needs. Don’t rely on developers, documentation or third-hand stories to figure out your marketing approach. Get to the source by visiting your audience and hearing firsthand about their needs. Build time into your launch planning for site visits and testing your product positioning.

(5)    Get too technical too early. Yes, features matter. But how your product works only becomes important once your audience knows it can solve their problems. Tell your story so the big picture benefits always get top billing—no matter how much the engineers push to feature the functionality.

(6)    Forget the influencers. From IT to analysts, bloggers to past employees, social media gives everyone a platform. Identify and reach out to those who can champion your solution, with messages that speak to their role and area of expertise.

Ready to move forward? Read the companion post, “Six marketing essentials for a successful product launch.”

B2B marketing tip #153: Get professional about strategy

B2B Marketing Tip of the WeekEven the most experienced marketers can benefit from an outside perspective. Consider hiring a professional facilitator to run your next strategy session.

An outside consultant can provide an objective viewpoint, keep discussions focused, and give internal leadership a chance to fully participate.

Get the B2B Marketing Tip of the Week delivered right to your inbox! Subscribe today.

B2B marketing tip #140: Hold a holiday strategy session

B2B Marketing Tip of the WeekTake advantage of the holiday lull to start 2014 off right. Take a mini-retreat to assess your personal and department successes for 2013, and to develop your plan for the new year.

If you can, take an informal day offsite, at a coworking space, library or other quiet locale. If you can’t spare that much time, find an hour or two each day in a conference room or by working from home, where you’re free from telephone calls, emails and interruptions.

Get the B2B Marketing Tip of the Week delivered right to your inbox! Subscribe today.

Six ways to sink your next product launch

Part II: Avoid these common marketing pitfalls

Avoid these marketing pitfallsLaunching a new product or service can bring out the best—or the worst—in an organization. From cost overruns to development delays, the process of innovation is ripe with obstacles.

Make sure your marketing efforts stay on track by watching out for these issues.

Marketing Don’ts:

(1)    Overpromise. A launch means pressure to build a sales pipeline long before the product debuts, but don’t paint yourself into a corner with pre-launch sales tools and marketing messages. Be cautious about including feature names, screen shots, pricing and other details too early in published materials. Instead, sell your vision for the product and leave the specifics for verbal discussions.

(2)    Underestimate your needs. New products and new market entries are two of the most taxing projects for marketing. Do your due diligence and set appropriate expectations; your first year efforts will require substantially more resources than a typical project.

(3)    Skimp on naming. A name is like a tattoo. You’re going to have it for a long time, and it’s complicated, expensive and painful to change. Don’t leave something this important to an employee contest. Hire a professional and find a moniker that has staying power and panache.

(4)    Guess what the market needs. Don’t rely on developers, documentation or third-hand stories to figure out your marketing approach. Get to the source by visiting your audience and hearing firsthand about their needs. Build time into your launch planning for site visits and testing your product positioning.

(5)    Get too technical too early. Yes, features matter. But how your product works only becomes important once your audience knows it can solve their problems. Tell your story so the big picture benefits always get top billing—no matter how much the engineers push to feature the functionality.

(6)    Forget the influencers. From IT to analysts, bloggers to past employees, social media gives everyone a platform. Identify and reach out to those who can champion your solution, with messages that speak to their role and area of expertise.

Ready to move forward? Read the companion post, “Six marketing essentials for a successful product launch.”

B2B marketing tip #106: Make time for strategy

B2B Marketing Tip of the WeekPare down your To Do list and use the time saved to focus on more strategic work that too often gets pushed to the back burner.

Select three items and either delegate them within the organization, outsource them to freelance resources or simply leave these lower priority activities for a later date.

Get the B2B Marketing Tip of the Week delivered right to your inbox! Subscribe today.

B2B marketing tip #94: Make it manageable

B2B Marketing Tip of the WeekFeeling the pinch as the shine starts to fade on those New Year’s Resolutions? Too often, we fail to accomplish strategic goals or new processes because the project seems too large or amorphous.

Make better headway by dividing each strategy into smaller, more tangible pieces. Look for segments you can accomplish in 30-minute, two-hour and one-week increments. Give a single person responsibility for each item, with other team members providing support.

Get the B2B Marketing Tip of the Week delivered right to your inbox! Subscribe today.

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