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Whether you’re
launching something
Launching something
Or launching to your product
Product launches can be a huge
source of ________ .
So we wanted to create a
to make sure you have your bases
covered and to set you up to
Neil Patel
Co-founder of Crazy Egg,
Hello Bar and KISSmetrics
Some call it research.
Some call it
customer development.
But regardless of what you call it,
That you get out of the building and
When you’re talking to customers, you’re
going to hear a lot of things like:
and
But as a marketer it’s your job to filter out
the noise and only listen for one thing:
Push yourself to go deeper,
ask better questions
and you’ll get better answers.
One of the best frameworks for
discovering pain is
Sandler’s process pushes you to go deeper
and uncover the underlying reasons for
your prospect’s pain vs. stopping at the
surface.
Learn more about the Sandler
methodology here.
You don’t need to talk to the entire world when
doing research!
“For drivers who value auto “For people around the world,
performance, BMW provides luxury Coca-Cola is the soft drink that has
vehicle that deliver joy through been the real thing since 1886.”
German engineering.”
Don’t think about what your product does.
Anyone can write about features.
You don’t have to do them all, but you won’t know the
universe of activities unless you make an effort to think
through each one.
“The biggest problem we’ve encountered is lack of
preparation: Companies are so focused on designing
and manufacturing new products that they postpone
the hard work of getting ready to market them until
too late in the game.”
Harvard Business Review, April 2011 on “Why Most Product Launches Fail.”
Getting marketing ready is
just as important
as getting the product ready.
Choosing which channels to include in your plan
can be overwhelming.