When launching a new product, don’t make the mistake of skipping straight to the ad campaign. While you may be anxious to go to market, for enduring business impact, you need to make sure you have a value proposition that is understandable and convincing, particularly if the product represents a departure from its parent’s business strategy or brand. To do this, you need to conduct research around marketplace dynamics, decision drivers, and the customer journey.
When marketing a new product or service, it can be tempting to focus on bells and whistles rather than on concrete client benefits. The result? Generic messaging that blends in with what the competition has to say. In order to build a differentiated brand, you need to take the time to find out what makes your business and product unique and use that information to create a proposition that resonates with your target audience.
We’ve all seen the statistics – the role of millennials in the workplace will continue to grow. While C-suite executives remain the ultimate decision-makers – and the ‘holy grail’ for B2B marketers – millennials have an increasingly influential role at the beginning of the sales cycle. With this in mind, the B2B brands that align their top-of-funnel messaging and experience with the unique preferences of a millennial audience will continue to find themselves ahead of the competition.