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Tag Archive: product naming

B2B marketing tip #228: Hey you, whatshisname

B2B Marketing Tip of the WeekThere are places in marketing where you can cut corners without a big risk—but naming isn’t one of them. Don’t skimp on quality, and don’t leave something this important to an employee contest. Hire a professional and find a moniker that has staying power and panache.

Remember, 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.

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.”

Six marketing essentials for a successful product launch

Part I: What to do—and why

Marketing product launchHere are six must-haves as you plan for your next release. These are tailored to a technology solution, but can apply to other goods or services as well.

Marketing Dos:

(1)    Start early. There’s no such thing as too much time to plan; getting ready to market a major initiative can take 12-18 months. Don’t wait until your solution is ready to sell—invite marketing to the table as soon as possible, so positioning, naming, strategy and research can evolve side-by-side with development of the product itself.

(2)    Sell the vision. With new products, we’re especially prone to talking about features and functionality—the “how it works” part. This can be dangerous when building pre-launch buzz, because functionality is still in flux. Instead, generate early momentum by establishing the ideal scenario your prospect can expect, thanks to working with your new solution.

(3)    Find the “wow.” When it comes to promotion, one fantastic feature will create more impact than a dozen ordinary ones. Take time to test messages about functionality until you can articulate a differentiated, relevant positioning. And if you don’t have it—keep looking until you find it, even it if means adding a feature midstream.

 (4)    Map the sales and support process. One meeting with sales, marketing and customer service can avoid countless headaches. Together, diagram how a buyer will move from lead to demo to sale to implementation. Agree on who will be accountable for each stage, how quickly they must respond and where to track pertinent details.

 (5)    Educate everyone. B2B means selling with people—and not just your dedicated sales team. Employees across the company will talk to customers and prospects, so make sure they’re on message and armed with the facts, no matter what their role. Issue regular internal communications, including the correct product name and a consistent “why this product rocks” elevator speech. You’ll minimize misinformation and energize the organization.

 (6)    Build out from a soft launch. Even the best laid plans seldom come to fruition without a hiccup. Minimize your risk—and be kind to your budget—by launching with a beta test or a pilot program. Even 30 days of trial in a small market will give you valuable knowledge to refine your full launch plans.

Up next:  You’ve seen the Dos. Now explore the Don’ts with “Six ways to sink your next product launch.”

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.”

Six marketing essentials for a successful product launch

Part I: What to do—and why

Product launch marketing

Here are six must-haves as you plan for your next release. These are tailored to a technology solution, but can apply to other goods or services as well.

Marketing Dos:

(1)    Start early. There’s no such thing as too much time to plan; getting ready to market a major initiative can take 12-18 months. Don’t wait until your solution is ready to sell—invite marketing to the table as soon as possible, so positioning, naming, strategy and research can evolve side-by-side with development of the product itself.

(2)    Sell the vision. With new products, we’re especially prone to talking about features and functionality—the “how it works” part. This can be dangerous when building pre-launch buzz, because functionality is still in flux. Instead, generate early momentum by establishing the ideal scenario your prospect can expect, thanks to working with your new solution.

(3)    Find the “wow.” When it comes to promotion, one fantastic feature will create more impact than a dozen ordinary ones. Take time to test messages about functionality until you can articulate a differentiated, relevant positioning. And if you don’t have it—keep looking until you find it, even it if means adding a feature midstream.

 (4)    Map the sales and support process. One meeting with sales, marketing and customer service can avoid countless headaches. Together, diagram how a buyer will move from lead to demo to sale to implementation. Agree on who will be accountable for each stage, how quickly they must respond and where to track pertinent details.

 (5)    Educate everyone. B2B means selling with people—and not just your dedicated sales team. Employees across the company will talk to customers and prospects, so make sure they’re on message and armed with the facts, no matter what their role. Issue regular internal communications, including the correct product name and a consistent “why this product rocks” elevator speech. You’ll minimize misinformation and energize the organization.

 (6)    Build out from a soft launch. Even the best laid plans seldom come to fruition without a hiccup. Minimize your risk—and be kind to your budget—by launching with a beta test or a pilot program. Even 30 days of trial in a small market will give you valuable knowledge to refine your full launch plans.

Up next:  You’ve seen the Dos. Now explore the Don’ts with “Six ways to sink your next product launch.”

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