Here's how you can develop a B2B marketing strategy for a new product or service.

An often overlooked first step is VISION. The vision is your PoV of in the market and it's the glue that ties the whole marketing strategy together for a product or a service: 1. What's our vision in the Market 2. Our audience (research , market analysis) 3. Overarching UVP for buyers 4. Identify 3 cores issues buyers have 5. Go to market around those 3 core issues 6. Milk the issues (you can solve) across content & channels 7. Measure, evaluate, optimise

Conduct a thorough market analysis, understand your target customers and their needs and then prioritize your ICP (ideal customer profile) for you to target. Deeply understand what your target customers need and how your product can address those needs. This insight helps tailor your messaging and product positioning. Use the insights from your analysis to position your product effectively in the market. Ensure your marketing efforts are tailored to the right audience and emphasize your unique value proposition.

Levar em considera??o o ICP e o tamanho do mercado que pretende atingir, como TAM (Total Addressable Market), SAM (Serviceable Available Market) e SOM (Serviceable Obtainable Market).

Creating a B2B marketing strategy for a new product or service is about delivering value, building trust, and driving leads. Here's a streamlined approach to help you as a strategist: B2B Marketing Strategy for a New Product/Service 1. Define Your Goals What’s the Aim? Boost brand awareness, generate leads, or drive sales? Set SMART Goals: Specific, Measurable, Achievable, Relevant, Time-bound. Example: “Increase leads by 30% in 3 months.”

Do not forget that the B2B DMU (decision making unit) is complex with multiple decision-makers. Developing a strategy has to relate to all targets, not just the users. So really think through who you are needing to influence. There is a fantastic (out of print) book called 'The Marketing Plan - A pictorial guide for managers' by Malcolm H.B. McDonald and Peter Morris. It is available occasionally second-hand. It's a 12 step cartoon-style approach to your strategic planning process. I highly recommend it as an academic (but fun) reminder of the processes and know it is useful because at least three of my copies have 'gone walkabout' over the years as colleagues have purloined them!

A common problem in technical and scientific markets is that value propositions for new products (especially those based on complex technologies) and services are often built on features and not benefits. It's very important to truly understand the needs of the users / audience so that your value proposition resonates with them and addresses their pain points via clearly communicated benefits. To this end, thorough, independent market research is money very well spent ahead of developing your messaging prior to launching a new b2b product or service. It's a critical step that is too often missed out in my view.

First and foremost, it’s crucial you get serious about creating a clear and detailed vision of the “what” behind your new offering and how it will integrate into your core brand and brand story. That means defining "what" exactly your product or service is, including its features, look and feel, and core benefits. Start with these fundamental questions: - What exactly is your product or service? - What problems does it solve? - What are the outcomes of using it?

Considerar em sua Proposta de Valor: - Características específicas e únicas: o que você oferece que ninguém faz; - Vantagem injusta: o que você sabe ou oferece de diferente, que ninguém tem. Leve em considera??o também seu posicionamento de mercado.

One of the common pitfalls made in a new product/service launch in B2B by often the value propositions are crafted by the branding and marketing team that focus on eloquent phrases based on their understanding of the benefits of the products without an in-depth knowledge of how the product/service address the particular process/issues in the said industry. Technical team can be included to provide further insights so that the value propositions can reflect certain level of depth instead of generalization.

In B2B marketing, a compelling value proposition hinges on clear differentiation. Understand your competitors’ strengths and weaknesses, and highlight what makes your product unique - innovative technology, exceptional support, or exclusive partnerships. Use customer testimonials to build trust and emphasize tailored solutions that address specific client needs. Establish your brand as an industry leader through thought leadership. By effectively communicating these unique strengths, your value proposition not only addresses customer pain points but also clearly demonstrates why your product or service is the superior choice.

Considere produzir e publicar conteúdo extremamente relevante para o seu público, como uma estratégia de início. Isso irá construir uma audiência fundamental para a marca, posicionando seu produto como uma alternativa com autoridade.

My 3 tips for building an impactful content strategy: 1) Start with the audience, not with your product. Tap into your customer's pain points and write with empathy. Make it personal. People don't want to hear about features, people want to hear about "what's in it" for them. 2) Think of Content 360. All the pieces you create need to become chapters in your storybook. Use different types of content for different phases of the funnel and different purposes: educate, entertain, and provoke thoughts. 3) Repurpose. Resue. Repeat Never start the development of the pieces of content without knowing exactly how you'll use it, and reuse it. Like heating leftover dinner, make sure you use every piece of your assets to maximize the effect.

Develop a robust content strategy to engage your B2B audience. Create content that educates prospects about your product’s features and benefits while addressing their pain points. This includes blog posts, whitepapers, case studies, and instructional videos. For example, we created a series of case studies demonstrating how our CRM tool solved specific business challenges, positioning us as thought leaders and trusted sources of information.

Find your own voice in developing the content. There are similar avalanche of materials the internet. B2B clients value originality and unique insights and not just pure regurgitation of professional advice and input. The content needs to have a personality; otherwise it might drown in the seas of competitors.

Avant de se lancer dans une création de contenu il faut considérer votre auditoire. à qui votre produit s’adresse-t-il? Qui sont vos clients et comment votre produit résoudra-t-il leur problème? Vous ne fabriquez pas un produit pour vous faire plaisir mais pour faire plaisir à vos clients. Prenez le temps de réfléchir comment ils vous per?oivent, comment ils sont susceptibles de percevoir ce nouveau produit. Parlez leur language.

Inicie considerando canais mais organicos, como o LinkedIn. Produzindo conteúdo relevantes e em diversos formatos. Um bom produto tem um grande potencial para crescer organicamente no início de sua vida.

Launching a new product is always a test and learn exercise. Don't be afraid to try new channels that are not the standard ones for B2B products. I recommend holding your potential customer hand through the decision-making process. Get to understand how the decision is made and where the information is coming from. Key industry platforms are always reliable; even if you don't succeed in the demand generation process, they will help increase awareness of your new product.

In my experience, selecting the right channels to reach your B2B audience is essential for a successful marketing strategy. Understanding where your potential customers spend their time is the first step. Are they on LinkedIn, industry forums, or do they prefer email communication? Identifying these preferences allows you to tailor your approach for maximum impact.

Proximity paves the way to potential liking. This is the aged old principle in dating when one tends to create 'coincidental meet ups' when pursing another person. To put it in layman terms, channel selection simply means to be as close or as near as possible to the customers in their purchasing journey in the particular channels they are at. As B2B is a long sales cycle and it's a process, as long as your brand keeps coming up in their proximity radar, the familiarity opens doors for further discussion and may eventually lead to deal closure.

Choosing the right marketing channels can make or break your strategy. Look where your audience spends their time. For our product, LinkedIn was a goldmine. We also found that webinars were highly effective, providing a platform to demonstrate our product’s capabilities in real-time. Research indicates that B2B buyers often engage with at least five content pieces before making a purchase decision.

For me, this is the crucial element. Marketing needs to be aligned with the new product or service with the company's strategic objectives and having a deep understanding of the business needs and challenges of corporate clients. This involves understanding the company's goals to ensure that the offering supports the company's objectives and resonates with the target audience, focusing on delivering real value.

- Define shared goals and metrics such as lead generation targets, conversion rates, and revenue goals, and agree on KPIs. - Ensure that marketing materials and messaging are consistent with the sales approach, including case studies, whitepapers, product demos, and presentations. - Collaborate to create detailed buyer personas based on market research and insights from both teams. - Establish a lead scoring system to evaluate and prioritize leads based on their likelihood to convert, and define what constitutes a marketing-qualified lead (MQL) and a sales-qualified lead (SQL). - Ensure transparency and alignment by using shared tools and platforms to provide both teams with access to the same data and insights.

Aligning marketing and sales is like making sure both oars row in the same direction. We held regular sync meetings between teams to ensure everyone was on the same page. This collaboration resulted in cohesive messaging and a seamless customer experience. Research by Marketo found that sales and marketing alignment can lead to a 36% higher customer retention rate.

Collaborating on sales enablement materials, such as product sheets, FAQs, and demo scripts, ensures a consistent and seamless experience for prospects. Regular communication between sales and marketing teams fosters a more cohesive strategy, enabling both teams to share insights and adjust tactics as needed. This synergy not only enhances the effectiveness of your marketing efforts but also empowers the sales team to close deals more efficiently, leading to better overall results.

1. Regular Data Reviews: Schedule weekly or monthly reviews of your analytics data. Use dashboards to identify trends and improvement areas. 2. A/B Testing: Conduct A/B tests on landing pages, emails, and ads. Implement winning variations to boost performance. 3. Heat Maps: Use tools like Hotjar to visualize user behavior. Adjust page design and content based on insights. Optimization: 4. Replicate successful strategies across channels. Experiment with changes for underperforming areas. 5. Customer Feedback: Gather feedback through surveys and interactions. Align strategies with customer needs and preferences.

Establish KPIs to measure your marketing strategy’s effectiveness. Track lead generation numbers, conversion rates, and customer acquisition costs. Regularly review these metrics to understand what’s working and what isn’t. Be prepared to adjust your strategy based on these insights. For example, when initial campaigns underperformed, we adjusted our messaging and channels, leading to improved results.

Establish key performance indicators (KPIs) to track the success of your B2B marketing efforts. Monitor metrics like website traffic, lead generation, conversion rates, and customer acquisition costs. By regularly analyzing your performance, you can identify areas for improvement and optimize your marketing strategies accordingly.

We can also consider predictive analytics to make it even more effective. Start by picking the right tools like Google Analytics, IBM Watson, or Salesforce Einstein. Gather your historical data—sales records, customer interactions, website stats—and clean it up to ensure accuracy. Use machine learning algorithms such as regression analysis or neural networks, with tools like Scikit-Learn or TensorFlow, to dig into this data. The goal is to forecast customer behaviors and market trends so you can adjust your strategies ahead of time. For instance, if your data predicts a surge in demand for a particular product, you can ramp up your marketing efforts accordingly.

Having a well thought-through after sales-service strategy is crucial to the success of B2B marketing. After sales-service is often confined to the areas of repair, maintenance and support. Those marketers who can think of the box by providing creative value-added services in after sales-service will WOW the customers and generate further word of mouth referrals.

Incorporating customer feedback into our product development and marketing strategy not only improved our offerings but also built stronger customer relationships.