New products and features are essential for sustaining and growing a business, and marketing can make or break the success of a product launch. But the majority of B2B product marketers are struggling to make a splash. This eBook is your blueprint to product launch marketing.
Content is what marketing does. In every role—from content marketers to field and product marketers—everyone creates it. But does it work? Is any of it aligned? Most companies have a glut of content, but most of that content creates a disjointed buyer experience, and makes your company look like no one is talking to one other.
This problem is becoming a major issue for CMOs because content impact is one of the last “black boxes” in marketing. While everyone touches or creates content, there are few true insights into what works. When things…
“Fifty percent of B2B sales staff consistently miss their quotas. By the time prospects do come out of the shadows to engage a sales rep, 80% of the traditional purchasing cycle has already been completed.” —Forbes
Getting—and keeping—the attention of a target audience is much easier with a simple, organized way to engage them at key steps in your sales and B2B marketing funnel. Yet many businesses aren’t sure how to mesh sales and marketing into a seamless process.
From prospecting to closing a sale, it’s important to lead customers to the next logical step in the…
In the not too distant past, companies used a push or traditional strategy to engage buyers at the top of the funnel—and some industries still do. We’re talking print, TV, radio, direct mail, display ads, and the good old fashioned phone call.
And while these marketing components are still useful parts of the mix, they are expensive and can’t deliver the tracked analytics the C-suite now expects from marketers, which we need in order to legitimize our marketing spend.
Plus, our audiences’ needs have radically changed in the past decade. Today’s buyers are online, engaged, empowered, and
If each person were exactly the same, life would be pretty boring. Individual differences can be the biggest cause of team friction and delays, however, costing time and money and disrupting the content development cycle.
When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while a B2B purchase decision is logical.
If you look into the behind-the-scenes processes throughout the continuum of the buying process, you’ll find a lot of emotion underlying the logic in B2B purchase decisions.
The most obvious reason why this is true is that B2B buyers are people. They’re just people spending their company’s money—rather than their own—to achieve a business goal. Spending company funds comes with a lot of expectations and pressure. Depending on the…
A strong product launch strategy is built on education. In addition to bringing a new offering the market, your brand needs to operate as a guide—especially if you’re introducing a new concept.
Your audiences might feel overwhelmed, lost, or unsure of how to get started. That’s where content comes in.
Through blog posts, infographics, customer stories, guides, and other assets, you can position your organization to have stronger customer conversation. The sheer volume of options, however, can be overwhelming.
How do you know whether you’re focusing on the right initiative at the right time? Use…
One of the most powerful ways to showcase your business’ value is through a case study. Case studies declare to the world that your product works, and proves how effective it can be in helping customers solve problems.
A case study will build social proof far better than any other content format, and it has the potential to do more to increase conversion rates than you probably thought possible.
By demonstrating to potential customers exactly how your business is able to satisfy their needs, case studies kick off the sales process. Far more specific than your average testimonial,…
It’s an understatement to say the business world is full of noise: lackluster products, confusing value propositions, information overload. It’s this crowded landscape that can sometimes keep new ventures from shining.
Whether you’re part of a start-up or established organization, the process of forging connections with your customers can be challenging. Remember, however, that you’re not alone. As Kapost’s The Blueprint of Product Launch Marketing puts it:
Most B2B product marketers are struggling to make a splash.
More than 95% of new products launched by established companies each year fail, according to an AcuPoll study.
Marketers love microcontent because it magically lifts the ongoing burden we feel to churn out bigger collateral assets like eBooks, whitepapers, and case studies. Don’t get me wrong: these assets are vital in the marketing mix. But we all know the time and energy it takes to produce approved versions of these heavy hitters.
What Is Microcontent?
Microcontent, as opposed to larger assets like whitepapers, is any kind of bite-sized visual content that can be shared on your proprietary channels such as social accounts, blogs, or newsletters.
When you think of microcontent, think of things like…
“The biggest myth about productivity is that it’s a measure of how much you get done.” —Joelle Steiniger
Balancing productivity with self-care is a bit of an art form. The brain wants to jump in and tackle things in order to feel accomplished, while the body needs rest, nourishment, and time to rejuvenate in order to produce quality work.
When marketers—or anyone, really—push themselves too hard, errors are more common, efficiency plummets, and you struggle to come up with innovative ideas.
It’s not a new problem, but it is an increasingly complex one as mobile devices and online…
Content marketing has a process problem. Learn how SiriusDecisions recommends brands restructure their content factories to optimize efficiency and ensure the content being created is the content your buyers need.
Content marketing is cheaper, more effective, and better received by customers than traditional marketing efforts. Don’t believe us? Check out this full page of content marketing statistics, consistently updated with the newest research and findings.