If you’re a B2B marketer, product launches probably aren’t happening at your company every day — but when they do, they require months of preparation, a number of resources from across departments, and plenty of supporting content. Because of the relative infrequency of product launches (compared to more regular tasks like your nurturing programs, email outreach, social media, blogging, etc), marketers are commonly caught off-guard by the amount of work that goes into launching a new product into market.
According to a study by AcuPoll, more than 95% of new products launched by established companies fail each year. Why? A number of factors contribute to this lack of success: poor launch timing, limited market size, inadequate testing, and lack of processes, just to name a few.
Fortunately, each of these hurdles can be overcome with well-coordinated launch plan that delivers a compelling story about your product. The important thing to keep in mind here is to focus this plan around the needs of your buyers, not your company — and that is where many organizations fall short.
The Blueprint for Product Launch Marketing
We recently teamed up with the awesome folks at Kapost — the experts in B2B content — to put together an all-inclusive guide to product launches for even the most time-strapped marketers, called The Blueprint for Product Launch Marketing. This Blueprint can help you lay the foundation for a successful launch strategy by helping you from start to finish, from identifying your audience to measuring your results.
Inside this e-book, you’ll find information on the following:
- How to develop a series of “Appetizer, Entree, and Dessert” content to keep buyers coming back for more
- How to distribute your content based on your buyer’s stage of the sales cycle
- Which marketing technologies can help you meet your launch goals
- How to enable your internal teams before and after launch
- Essential post-launch tasks to help ensure the longevity of your new product
You’ll also find a list of helpful product launch resources and advice from B2B experts like Rebecca Kalogeris, Vice President of Sales & Marketing at Pragmatic Marketing. Click on the banner below to get started — and good luck from all of us at Pardot and Kapost!