Some companies don’t launch products. They let them escape.

This is how one B2B marketer described their launch process to me. It’s much better to use a rigorous process, documented in five brief reports: Launch Plan Summary (with strategy, team, activities & results), Prospect Profile, Message Brief, Media Guide, and Launch Results. The middle three address who to tell, what to tell and how to tell.

More in article, How to Plan an Amazing B2B Product Launch (Originally published in B2B Organic Growth newsletter).

Stop testing B2B market needs by launching products at customers.

Years from now, we’ll think it quite strange that B2B companies explored market needs by launching products to see if anyone would buy them. In the future, B2B companies will have a complete understanding of market needs before they begin developing their products, let alone launch them. Want to start before your competitors?

More in white paper, Catch the Innovation Wave (page 5).

Boost your new product launch by knowing what your ad agency does and does not “own.”

A proper product launch defines who to tell, what to tell and how to tell. You own who and what to tell, while your ad agency or PR firm should focus on how to tell. Hand them a strong Prospect Profile and Message Brief for “who and what.” Otherwise, they’ll waste your money guessing.

More in article, Stop Squandering Your Product Launch Budget (Originally published in B2B Organic Growth Newsletter)

Once your new product is launched, the pricing insight window slams shut.

Customers will help you set prices before—but not after—you launch your new product. They want you to develop innovative new products and services that deliver value to them… so they’ll give you insights to make this happen. These same insights allow you to establish optimal pricing. Do you know how to do this? It will be too late after you launch your product.

More in article, Pricing New vs. Existing Products (Originally published in B2B Organic Growth Newsletter)