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To understand how buyers navigate the B2B technology purchasing process, let’s take the example of an IT director who works for a mid-size company. IDC found technology buyers spend 18.6% of their time, or the equivalent of almost 1 day per week, on pre-purchase IT product or solution-related activities. It’s a challenge for buyers to find useful, high-value content that truly helps with their buying decision.
Our buyers’ desire to self-educate and spend a great deal of time researching before they contact us turns the typical B2B technology sales cycle upside down. To have a successful product launch that captures mindshare, generates leads, and results in sales, you need to embrace this change and make content a priority in your launch plan. The Matrix is also a good tool for educating other marketing teams, like Marketing Communications, about buyers’ key concerns. B2B marketers who have a very effective content marketing process are 50% more likely to create content for specific buying cycle stages.
The goal is to understand your 1 or 2 key buyers extremely well, including their buying process and concerns at each sales stage.
Based on knowledge gathered during buyer research, map your buyers’ information needs to each sales stage. As you develop content ideas, build a path of content touch points that guides buyers from one sales stage to the next. One application of content touch points is creating an email lead nurturing campaign to educate buyers about your launching product. Given the changing sales process and our buyers’ desire to research and self-educate for a longer period in the sales cycle, product marketers need to embrace that shift and provide buyers with the content they want and need.
Kim Gusta has a lot of experience taming the cantankerous content beast—first as a corporate high-tech marketer and now as a seasoned copywriter and content expert for technology companies.
Sample Wording Introducing New Product.Go-To-Market Strategies Product Launch Checklist - Brand-ProfilitySales and Marketing Success.
The team at Two Degrees Marketing has been involved in a number of start-up companies and product launches. Two Degrees Marketing doesn’t plan just features-we think benefits when planning a product launch keeping the end-user in mind at all times.
We look at the gestalt of a product launch and then break it down to bite size tasks and objectives-benchmarks we have developed together as a team.
We like to under promise and over deliver; building realistic expectations with your team to keep everyone informed, excited, and invested in the common goals and outcomes of your company.
Let Two Degrees Marketing help your company reach your goals and objectives through many of the services we offer. I’ve executed a bunch of launches – 5 at startups, and a couple where I was launching an offering inside a big company – and I’ve seen a load of things that worked and a load of things that didn’t work.
The other big lesson I have learned is that a “launch” can be almost anything you want it to be and you can launch more than once.

Pre-Release: This phase encompasses things marketing can do before an offering is available on the market. Release: This is the set of things that happen in the few weeks around when the offering is first introduced in the market including media and influencer interviews, product content including blog posts, videos, infographics and ebooks. Post-Release: This is the set of things that you can start to do once you have a certain amount of momentum in the market including referenceable customers, positive reviews and press mentions or some data that you can share that would be interesting to prospects. April Dunford has been the head of marketing at several startups and is currently the co-founder and Managing Director of RocketScope a boutique consulting firm focused on helping early and growth-stage startups build a better revenue engine through great marketing. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Product marketers often spend a great deal of their launch efforts creating or updating content like datasheets, PowerPoint presentations, case studies and more. But if serendipity strikes, and he does find a website with the information he wants, he’ll likely hang out there and read more. It’s a great method for succinctly capturing the key elements your content needs to address.
The Matrix maps technology buyers’ questions for each sales stage to content that answers them.
The more deeply you understand their questions and concerns, the more on target your content will be.
For instance, what information do they need in the Awareness stage when they’re still defining and understanding their challenge? She specializes in creating powerful content that persuades technology buyers to say yes and take the next step with your company. We created a structured, measurable and repeatable product launch process that aligned technical, marketing, training and sales efforts.
We find the process invigorating and we love bending our minds around new ideas and products. We look at possible design and developmental challenges; together we create practical product milestones that synergize your team’s effort helping to align them with your company objectives. You have heard is said time and again; goals should be specific, measurable, written, attainable, realistic, and have time-targeted objectives.
Helping your company define these variables is extremely important in determining the product development path.
For some, launch is a one-day event that is centered on the set of things you do on the day that your offering is first available for people to buy. The biggest lesson I have learned is that a launch is a best executed as a multi-phase event and there are different tactics that you can execute at different phases. I’ve done product launches, I’ve launched and then re-launched a company, I’ve done a launch around a new pricing model and a new partnership program and I’ve done separate launches of the same offering in different countries. The phases are drawn as concentric circles because at each phase you will often still be doing the activity from the previous phase.

This includes things that will help you build up a following in preparation for release including blogging and other content creation that focuses on engaging prospects around the idea of the problem you will solve, building up an email mailing list, and fostering relationships with reporters, bloggers and influencers. Your lead generation programs will start in this phase, and you will also need to make sure your sales support materials are ready to go. And he needs to do all of this before next year’s budget is set which gives him exactly one week. They decide what online content is relevant and helpful, and they choose when to reach out to you for more information. If you do that successfully, you’ll have a secret weapon that sets you apart from your competitors. Most technology companies create content for later buying stages like Evaluation and Selection, when buyers are assessing vendors’ solutions and preparing a short list of candidates. It’s a useful tool for building high-value launch content that helps buyers know, like, and trust your company.
What do they need in the Evaluation stage when they’ve defined objectives and are starting to create a short list of vendors? Perhaps a video of a customer explaining why your solution is a good fit for their environment? Her entire career has been in high-tech, including marketing-leadership roles at global companies such as Symantec.
Our services included development of product launch plan, product beta testing, patent and trademark application, the initiation of sales training programs and more. Depending on your type of business, Two Degrees Marketing will collaborate with you and your team to define your business goals and set practical milestones to help guide our product decisions and outcomes. For others a launch is a longer-term event that includes a group of activities before, during and after the day the product is generally available. Given the time and expense that technology companies put into launching products, content is a critical piece to get right. Or a multimedia tool that asks buyers questions about their needs and makes helpful recommendations?  Or an ROI white paper illustrating various solutions in your product category? And that’s a key step to building relationships and helping buyers know, like, and trust you.
So crank your content machine into action by creating meaningful, high-value content for your next launch.

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