Marketing Plan

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Crafting a demo that sells
Everyone wants a product demo that is so compelling buyers jump out of their seats to buy. Unfortunately that scenario rarely happens. In today’s buying environment a demo may meet two buyer needs. The first is to show the product is real and is consistent with the buyer’s needs. The second is to provide proof the product can deliver what the buyer expects. You may need different approaches to please both needs. Is It Real? The ‘standard’ demo is a marketing asset that proves your product is real. How you deliver the standard demo is up to you. It is helpful to know how your buyers make a buy decision. Some market segments want to see your product before they speak with a salesperson. This type of demo is often delivered using screen capture tools like Camtasia. It allows prospective buyers to see the product without wasting valuable sales resources. It  helps buyers in their research phase. Buyers in other market segments may want a demo that allows them to ask questions. An automated demo cannot deliver that need. In this case it’s best to deliver the demo by skilled individuals . Does it Perform? A buyer in a later buying stage wants to explore […]
Everyone wants a product demo that is so compelling buyers jump out of their seats to buy. Unfortunately that scenario rarely happens. In today’s buying environment a demo may meet two buyer needs. The first is to show the product is real and is consistent with the buyer’s needs. The second is to provide proof the product can deliver what the buyer expects. You may need different approaches to please both needs. Is It Real? The ‘standard’ demo is a marketing asset that proves your product is real. How you deliver the standard demo is up to you. It is helpful to know how your buyers make a buy decision. Some market segments want to see your product before they speak with a salesperson. This type of demo is often delivered using screen capture tools like Camtasia. It allows prospective buyers to see the product without wasting valuable sales resources. It  helps buyers in their research phase. Buyers in other market segments may want a demo that allows them to ask questions. An automated demo cannot deliver that need. In this case it’s best to deliver the demo by skilled individuals . Does it Perform? A buyer in a later buying stage wants to explore […]
Webinar
How to Give Demos That Win New Business
A great product demo moves a sales opportunity forward and can even close the deal. Unfortunately, most product demos are so inept that they actually drive customers away.   In this webinar, author/blogger/pundit Geoffrey James—who has observed (and personally given) hundreds of product demos—explored real-life examples to explain: Why product demos aren't...
A great product demo moves a sales opportunity forward and can even close the deal. Unfortunately, most product demos are so inept that they actually drive customers away.   In this webinar, author/blogger/pundit Geoffrey James—who has observed (and personally given) hundreds of product demos—explored real-life examples to explain: Why product demos aren't...
Blog
product launch is a campaign
kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
Webinar
Lead Generation Tips You Can Implement in Minutes
Join us each month as we dig deep into a different box of the Pragmatic Institute Framework to provide you easy access to tools, tips and best practices.
Join us each month as we dig deep into a different box of the Pragmatic Institute Framework to provide you easy access to tools, tips and best practices.
Article
Surf's Up! What Surfing Can Teach Us About Navigating the Marketing Waters
Many companies underestimate the market waves they intend to surf.
Many companies underestimate the market waves they intend to surf.
Article
Ask the Experts: How do I create an effective cross functional launch team?
How do I create an effective cross functional launch team?
How do I create an effective cross functional launch team?
Article
Why Marketing Should Go Agile
Marketers should take a cue from software development to become more adaptable.
Marketers should take a cue from software development to become more adaptable.
Webinar
Humanize Your Marketing With Buyer Personas
This webinar will show you how to find out what it means to be human-centered and how to tap into buyer emotions.
This webinar will show you how to find out what it means to be human-centered and how to tap into buyer emotions.
Article
The 10 Commandments of Product Marketing
Add rigor and discipline to your efforts by adhering to these essentials.
Add rigor and discipline to your efforts by adhering to these essentials.
Article
The Name Game
33 tips & tactics for generating names
33 tips & tactics for generating names