B2B Strategy and Messaging

How to Build a Successful Go-To-Market Strategy – B2B Marketing Article

Developing a go-to-market strategy is critical to the success of your B2B organization. Your go-to-market strategy brings together all the key elements that drive your business; sales, marketing, distribution, pricing, brand awareness, competitive analysis and more. It provides a strategic action plan that clarifies how to reach your target customers and better compete in your marketplace. Go-to-market strategies can be applied to new product launches as well as existing products and services. Looking for additional strategic best practices? Download the…

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COVID-19 Marketing: Four Questions Answered – B2B Marketing Article

Like everyone else, marketers continue to adapt to the COVID-19 crisis as new updates roll in and the future remains foggy. After sharing several pieces in our COVID-19 Marketing & Strategy Resources hub, we sat down with Launch Marketing executive team members Shawna Boyce (Executive Director, Accounts and Operations), Jeff Raymond (Executive Director, Client Engagements), and Christa Tuttle (Founder and CEO) to get their answers to questions that are still on marketers’ minds. Start updating and preparing your COVID-aligned marketing…

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B2B Agile Marketing During a Crisis – B2B Marketing Article

On the recent April anniversary of Apollo 13’s safe return to earth, Inc Magazine wrote about how the successful diversion of the space shuttle and its crew back to Earth serves as a contemporary example for how to remain agile during a crisis. Interestingly, these same principles of agility can be applied to B2B organizations coping with the current crisis. In How to Create a Marketing Plan in an Uncertain Future, we explored the definition of “agile” and highlighted how…

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How to Create a Marketing Plan in an Uncertain Future – B2B Marketing Article

While tools and skills can simplify planning, there is no scientific way to know when unexpected shifts will happen in the market. The novel coronavirus pandemic (COVID-19) and the social distancing that has come with exemplifies that. Even if your 2020 planning accounted for contingencies, the odds are that you did not plan for such a colossal and inimitable disruption.  Most of us are currently living day-to-day and businesses are having to do the same. Due to the kind of…

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Red vs. Blue Ocean Strategies – B2B Marketing Article

It can be difficult to succeed with the cutthroat competition in the business environment today. Luckily, there are many strategies you can use in order to gain an edge on your competition. Two of these are red ocean and blue ocean strategies, which were introduced by W. Chan Kim and Renée Mauborgne in 2005. Download our free B2B Marketing for Executives: Big Rocks First eBook to learn foundational best practices to form your marketing strategy, evaluate your messaging and more!…

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3 Reasons Why Buyer Personas Are Essential to a Successful Product Launch – B2B Marketing Article

New product or service launches can be rollercoaster rides, ranging from excitement about launch day to anxiety about early results. There’s a lot of hard groundwork that happens before you’re ready to introduce your brainchild to the market, from funding to framing to hiring. However, there is one question you must answer that is critically important to your product’s long-term success: Whose needs are you solving with your product? Even if you think your product’s innovation speaks for itself, it…

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B2B Brand Strategy | Launch Marketing – B2B Marketing Article

Whether your company needs to re-establish or re-invent its brand after experiencing a merger or acquisition, is entering a new market where it isn’t well known, or hasn’t evolved its brand along with changes in the market it currently serves, brand strategy plays a pivotal role in how you’re going to reach your target audience moving forward. If you’re new to creating a brand strategy, you might wonder what it is and why it matters so much. Simply put, brand…

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Software and SaaS Marketing Best Practices – B2B Marketing Article

Software and Software as a Service (SaaS) marketing is, not surprisingly, garnering more attention as spending on SaaS continues to rise across companies of all sizes. In fact, Blissfully notes in its 2019 Annual SaaS Trends Report that the average company spend on SaaS in 2018 rose 78% over the previous year. They also report that companies saw nearly 40% of their SaaS stack change last year. Fueling this volatility in organizations’ SaaS stacks are a wider variety of SaaS…

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